Abstract:

This study explored the rational approach of the young female college-going viewers towards skincare TV ads. Nineteen variables were investigated embedded in four key cognitive components identified as informative, creativity, celebrity impression, and trustworthiness. Primary data was collected from a sample of 300 respondents through online mode of communications. Convenience sampling was adopted due to COVID-19 aftermaths. The significant impact was analyzed with t-test and ANOVA statistical tools. Pearson’s correlation matrix was applied to examine the correlation between the observable variables of the cognitive components. Principal component analysis extracted the latent variables, as retained from SPSS. It was revealed that majority of the young female viewers, who are present and prospective users of skincare products, agrees that television advertisements are very much impactful in conveying product information creatively along with celebrity impression to enhance trust for the advertised product. Creative elements registered originality and appropriateness of the advertised product(s) in the mind of the young female viewers. After statistical submission it was evident that skincare television advertisements were instrumental in developing adequate cognition in the mind of the young female viewers. Explicitly, ANIMOTRONICS, LUMINOUS, UNSWERVING, and DOSSIER (ALUD) were discernible in building a cognitive attitude towards skincare TV ads among young female viewers. The findings supported the hypothetical framework that overall explanation power in cognitive attitude was 65% variance denoted by the ALUD. The study recommends marketing managers not to be parsimonious in investing money on ALUD elements of TV ads for skincare products.

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