PhD Study : Advertising Effectiveness and Consumer Choice

Summary

This project aims to increase knowledge of the factors that contribute to advertising effectiveness. It is positioned at the intersection between consumer behaviour and advertising and it is anticipated that consumers will represent the participants of the primary study. It is accepted that seemingly small adaptations to a stimulus, of which a consumer advertisement is one example, can cause significant changes in outcome, such as sales.  So, against a backdrop of an appreciation of the numerous factors that impact consumer choice, this project will seek to assess the impact of a factor or set of factors in the context of a consumer advertisement/campaign/strategy on a dependent variable, most likely, purchase intention.

There is considerable scope to customise this project according to what is identified as offering particular value to the field.  A researcher could choose a particular industry or product setting to locate their study (e.g., food) and/or choose a factor relating to the creative element of the advertisement (e.g., an open ended vs. closed ended argument) and/or choose a medium – or indeed compare across media – on which the advertisement is carried (e.g., a sponsored post within a social network). Much research in this field is quantitative in nature, and specifically follows an experimental design.

This project would lend itself to such an approach.  However, it is possible for there to be justification for a qualitative approach where the researcher deems there to be scope to further explore and establish the variables within advertising that impact consumer choice. And a mixed methods approach may also be viable.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 70%

Funding and eligibility

The University offers the following levels of support:

Vice Chancellors Research Studentship (VCRS)

The following scholarship options are available to applicants worldwide:

• Full Award: (full-time tuition fees + £19,000 (tbc))
• Part Award: (full-time tuition fees + £9,500)
• Fees Only Award: (full-time tuition fees)

These scholarships will cover full-time PhD tuition fees for three years (subject to satisfactory academic performance) and will provide a £900 per annum research training support grant (RTSG) to help support the PhD researcher.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Please note: you will automatically be entered into the competition for the Full Award, unless you state otherwise in your application.

Department for the Economy (DFE)

The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,000 (tbc) per annum for three years (subject to satisfactory academic performance).

This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.

• Candidates with pre-settled or settled status under the EU Settlement Scheme, who also satisfy a three year residency requirement in the UK prior to the start of the course for which a Studentship is held MAY receive a Studentship covering fees and maintenance.
• Republic of Ireland (ROI) nationals who satisfy three years’ residency in the UK prior to the start of the course MAY receive a Studentship covering fees and maintenance (ROI nationals don’t need to have pre-settled or settled status under the EU Settlement Scheme to qualify).
• Other non-ROI EU applicants are ‘International’ are not eligible for this source of funding.
• Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies. Further information on cost of living