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discussion

The findings of the present study investigated the evaluative conditioning between pairing the DE100 IPTV logo with a positive image graduation student (the experimental condition) and pairing the DE100 IPTV logo with neutral random pictures (the control condition). According to the majority of the respondents, the results suggest that who saw the DE100 IPTV logo paired with positive image liked the logo (11 out of 20 or 55%) was greater than the proportion of control condition (8 out of 20 or 40%).However, the findings confirm that the effect size was small and there was no relationship or difference between the independent or dependent variables. The hypothesis for the differences between the two conditions was rejected. The present study used a similar methodology like previous research (pairing object with positive image vs. pairing object with neutral image) and raised different hypothesis because the observed values were different to the expected values. Our hypothesis was that the effect of the positive stimulus somehow makes participants to like the logo more in experiment condition compare to control condition but the results unlikely did not confirm that evaluate conditioning can be used to increase people liking. The chi-square calculates the value more than .05 and the difference were statistically significant.However, in previous research Holland et al. (2011) used a similar experiment to that by Chen et al. (2012) and found that evaluative conditioning can be used to improve people’s eating behaviour. The experiment includes images of unhealthy snacks paired with images display the negative consequences of unhealthy eating (the experimental condition) or paired with a blank screen (the control condition).In another previous study by Chen et al. (2012) paired the positive stimulus celebrity with a sporting event (baseball or basketball) strongly confirm that evaluative conditioning can be successfully used to influence participant’s attitudes and behaviour. In this case, the old hypothesis makes more accurate predictions than the new hypothesis. M. Stanley et al. (2018) suggest that conditioning with celebrities produce brand attitudes strong and enduring. In real life, a large number of advertising companies’ pairs the presentation of a product or brand name with another attractive stimulus like celebrity and pairing of these two stimuli can result in change behaviour attitude, purchasing and attention to the product in the marketplace towards the brand name. In the experiment, two factors affect the effectiveness of evaluative conditioning. Firstly, the participants were not closely matched for age the older participant was 68 and the younger was 18 years old. However, the result suggests a negative relation between ages, the participants who were 30 plus in experimental condition indicate that they did not like the IPTV logo more than the younger participants. Even in control condition older participant’s states that they did not like the logo more compared to younger participants. Future studies should choose participants in the same age range to get better evidence of the effectiveness of evaluating conditioning. Furthermore, this study limits the participant’s choice to only like a logo with the positive image even if they do not like the DE100 IPTV logo paired with graduate students. The neutral images used in this study are way too different compared to education topic and participants might have found easy to choose logo paired with the positive image. Future studies suggest addressing neutral images more relevant to a logo like a pen and a book can make participants give more stable responses. In addition, to improve this study hypothesis future research should change the two factors that affect the result and repeat the experiment. Overall, the number of strengths depends on how an effective stimulus was presented. The study demonstrates a clear understanding of evaluative conditioning. The whole procedure presents very well to participants. The timing of slideshow, environment, equipment and presentation were the strength of this study. Based on the findings so far, to achieve a meaningful and suitable outcome, one possible method of investigating the like or dislike towards the logos would be a questionnaire. The questionnaire can be classified as both, quantitative and qualitative method depending on the nature of questions. Questionnaires offer an objective means of collecting information with different methods involved either paper or pencil, electronically via email or can be done by advertising on the websites.The appropriate kind of questioning, asking a direct simple question whether they like the logo or not is a more effective method to conduct research and may improve the result.