تقييم المستهلكين لمدى تأثير الإعلان التجاري على سلوكهم الاستهلاكي في أمانة عمان الكبرى : دراسة تحليلية مقارنة

الملخص EN

This Experimental study aimed at determining the way that consumers in Greater Amman region evaluate the effects of three major types of Advertising ( TV.

print and Radio) on their buying behavior.

Within this context, the Advertising influence in stimulating awareness ( information), affective and behavioral effects was measured regarding the three types of Advertising.

In addition, the causal relationship between four independent variables i.e..

sex.

Educational level, Age, income and the consumers' evaluation of the effect of each of the three major Advertising was also measured.

The sample designed for this study consisted of 500 person who randomly ehosed from the five electoral areas of Greater Amman region on quata basis.

The findings of the study indicated that the consumers’ evaluation of the general influence of Advertising on their be-havior was negative.

Regarding the consumer’s’ evaluation of the effects of the three types of Advertising (TV.

print and Radio), the findings indicated that they were almost neutral with respect to TV.

and print Advertising However.the consumer's evaluation of the effects of the Radio Adverising was negative.

In addition, the findings showed a relative influence by each of the three types of Advertising, they revealed a relative influence by TV.

and print Advertising in providing consumers with the information they provided.

The effect in this regard were positive.

However, the consumers' evaluation of the cffect of the Radio Advertising was negative.

Finally, the findings showed that the variance in the sex variable was reflected on the consumers evaluation of the effects of each print and Radio Advertising Also, it was found that the variance in the educational of both, the and, Advertisig.

in fact all these effects have Significant practical implication in Advertising especially, regarding the Segmentation of the Markets, targeted by the Advertising campaigns.