The Role of Peripheral Cues on Customer Buying Decisions

This report investigates the role and impact of using peripheral cues, specifically cartoon characters, in advertisements and their influence on customer purchase decisions, focusing on Indian people residing in the UK. The study employs a descriptive research design with a qualitative approach, utilizing interpretivism as its research philosophy and an inductive research approach. Primary data was collected through questionnaires from a sample of 50 Indian individuals aged 15-30 in the UK, analyzed using thematic data analysis. The findings indicate a strong positive relationship between peripheral cues and consumer buying decisions, with Indian customers showing a favorable attitude towards cartoon-based advertisements. The research concludes that cartoon characters significantly influence purchase decisions, with respondents expressing a willingness to purchase products after exposure to such ads. The report includes an introduction, literature review, research methodology, data analysis, and conclusion, providing a comprehensive overview of the topic and offering recommendations for companies seeking to leverage peripheral cues in their advertising strategies. It also highlights the significance of understanding consumer behavior and the effectiveness of visual stimulation and animated characters in attracting customers.

The role and impact of using peripheral cues such
as cartoon characters in adverts and its influence
on customer's purchase decisions
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ACKNOWLEDGEMENT
I am thankful to all those individuals who have provided guidance and assistance as well to
accomplish the dissertation. Firstly, I owe my thanks to mentor who gave me chance to undertake
this dissertation and motivate me to do it in ethical manner. Furthermore, I am thankful to my team
members, family and friends who helped me in all possible settlements. This leads successful
finishing point of dissertation and achievement of meaningful results.
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ABSTRACT
Aim: The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Methodology: For carried out the following research with the intention of achieve the aim of the
study, the researcher has been selected the various research methodology. The descriptive research
design has been used in the investigation. The qualitative research type has been selected for meet
the objectives of the present study. The suitable research philosophy for the present study has been
interpretivism. The researcher has been chosen inductive research approach for achieve the aim of
the study. On the other hand, primary and secondary data collection methods have been used in the
following research. A questionnaire has been prepared to meet the objectives of the investigation.
The probabilistic random sampling has been preferred by the scholar where the samples size has
been 50 and the sample population has Indian people who are residing in the UK. The preferred age
group for the investigation has 15 to 30 years. The thematic data analysis method has been used for
evaluate the collected data and reach at appropriate outcomes.
Results: From the primary information, the researcher has analyzed that there is a strong
relationship between peripheral cues and its impact over the consumer buying decisions. Indian
customers have carried out positive attitude towards animated cartoon characters based ads. Most of
the respondents have thought that cartoon based advertisements have able to convince them to buy
the products and services of the companies. Along with this, Indian people residing in the UK have
wanted to try goods after influencing from peripheral cues ads.
Conclusion: The researcher has been determined that there has an important role played by
peripheral cues such as cartoon characters in adverts and it has influenced on customer's purchase
decisions
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TABLE OF CONTENTS
ACKNOWLEDGEMENT....................................................................................................................2
ABSTRACT.........................................................................................................................................3
CHAPTER 1: INTRODUCTION.........................................................................................................6
1.1 Background................................................................................................................................6
1.2 Rational of the study..................................................................................................................6
1.3 Research aim and objectives......................................................................................................7
1.4 Research questions.....................................................................................................................7
1.5 Significance of study.................................................................................................................7
1.6 Structure of the study.................................................................................................................8
CHAPTER 2 LITERATURE REVIEW.............................................................................................10
2.1 Introduction..............................................................................................................................10
2.2 Peripheral cues in advertising: A brief history.........................................................................10
2.3 Concept of Peripheral cues......................................................................................................11
2.4 Reasons of using peripheral cues in advertisement preparation..............................................12
2.5 Concept of consumer buying behaviour..................................................................................14
2.6 Role of peripheral cues in influencing customers purchase decisions.....................................16
2.7 Theories and models that able to define Cognitive Responses of the customers to an
Advertisement................................................................................................................................17
2.8 Conclusion...............................................................................................................................18
2.9 Literature gap...........................................................................................................................18
CHAPTER 3: RESEARCH METHODOLOGY................................................................................19
3.1 Introduction..............................................................................................................................19
3.2 Research philosophy................................................................................................................19
3.3 Research design.......................................................................................................................19
3.4 Research approach...................................................................................................................20
3.5 Research type...........................................................................................................................21
3.6 Data collection.........................................................................................................................21
3.7 Sampling techniques................................................................................................................21
3.8 Sampling..................................................................................................................................22
3.9 Data analysis............................................................................................................................22
3.10 Validity and reliability............................................................................................................23
3.11 Ethical consideration..............................................................................................................24
3.12 Research limitations...............................................................................................................24

CHAPTER 4: DATA ANALYSIS.......................................................................................................25
4.1 Introduction..............................................................................................................................25
4.2 Data analysis............................................................................................................................25
CHAPTER 5: CONCLUSION...........................................................................................................46
5.1 Conclusion...............................................................................................................................46
5.2 Recommendation.....................................................................................................................48
REFERENCES...................................................................................................................................50
APPENDIX........................................................................................................................................53

CHAPTER 1: INTRODUCTION
1.1 Background
In everyday life, a person is surrounding with different advertisements that can be digital or
printed media. At the time of browsing internet, advertising campaigns and slogans can be found
very easily. Along with this, companies ads also seen on smart phones, television, radios,
newspapers etc. With the passing of time, advertisers have taken one more steps in the direction of
to make the advertising more effective and attractive. They have started to place them at bus stops,
metro stations, buildings, train stations, road billboards etc. By using of such kind of unique and eye
catching advertising strategies, organizations are always trying to communicate their message to the
target customers (Carrington, Neville and Whitwell, 2010).
At the time of creating advertising, there are several variables that needed into the
consideration. The goal of preparing an ad is to promote the sales of the services or products. It is
considering as a unique and diverse form of communication that try to persuade consumers to buy a
particular service or a product. In the recent time, firms are trying to grab the attention of the service
users with visual stimulation, convincing slogans, peripheral cues such as cartoon characters,
explicit messages, celebrities etc. The roles of peripheral cues in advertisements are increasing
because of gain huge attention of target consumers. This strategy adopts by the firms to make the
ads more creative, unique and attractive. Cartoon animations are very powerful tool for both offline
and online companies (Fan and Li, 2010). Whenever marketers select an animated character that
can raise the sales of goods of the businesses than it’s actually represents a strong brand image of
the association in front of the end users. It creates a broad appeal to the customers to buy the
commodities and services of the enterprises and assists in generating awareness in consumers
towards a particular brand.
The present study is based on the role and impact of using peripheral cues such as cartoon
characters in adverts and its influence on customer's purchase decisions. To carry out the following
investigation in the right manner, different organizations examples are taking into the consideration.
In the UK, there are many of the companies which are recently using cartoon characters to attract
the services users and give a good hike to the sales of services and goods.
1.2 Rational of the study
Peripheral cues are considering as a most important advertising tool by the UK companies.
Most of the time, the message or information an organization wants to deliver are not effectively
communicated to the customers. The advertising mediums such as newspaper, TV, radio, digital
platform etc that they are using is not that effective which can able to quick deliver the main content

of act (Solomon, Russell-Bennett and Previte, 2012). This thing does not bring an improvement in
brand perception and boost conversation between the organization and its target segment. Although,
the selected advertisement methods of the firms are not able to influence the consumer purchase
decisions in a right way. So, the ineffectiveness of old advertisement techniques does not influence
the buying decisions of the end users in an appropriate manner. Hence, it becomes important for the
diverse companies to adopt a new ad formation method i.e. peripheral cue. With the help of this, it
will become easy for firms to quickly deliver messages to the customers regarding the services and
goods. Along with this, it will assist the advertisers to put the lights on the image of association and
will try to increase the number of footfall of the end users in the outlets. Further, peripheral cues
will easily share with the consumers with the large customers within the minimum time duration.
Therefore, the overall role of cartoon characters in preparing advertisement will positively influence
the customer buying decisions (Reddy and Reddy, 2010).
1.3 Research aim and objectives
Research aim and objectives of present dissertation will be as follows:
Aim:
The role and impact of using peripheral cues such as cartoon characters in adverts and its
influence on customer's purchase decisions: A study on Indian people residing in the UK.
Objectives:
 To understand the role of peripheral cues in advertisement.
 To determine factors affecting customers purchase decisions.
 To explore the role of peripheral cues on consumer buying decisions.
 To suggest the ways in which companies can use peripheral cues to influence the purchase
decisions of Indian customers residing in the UK
1.4 Research questions
1. What is the concept of peripheral cues?
2. What are the reasons of using peripheral cues in advertisement preparation?
3. Which types of roles play by peripheral cues in influencing customers purchase decisions?
4. Explain theories and models that able to define Cognitive Responses of the customers to an
Advertisement.
5. What is the relationship between peripheral cues and its impact over the consumer buying
decisions?

1.5 Significance of study
Customer buying decision is a process by which a customer goes through from it always to
take a decision of buying some goods as per its needs and requirements. At the time of taking
decisions regarding purchase a product or a service, a consumer considers some essential things
(Ghani, Imran and Jan, 2011). For an organization, it becomes important to understand this concept
because to run the business in successful manner, a good understanding of end user buying
behaviour mush needed. This helps to determine what things want by the customers from a
company services. Rational and emotional are major reasons that affect the buying decisions. Along
with this, some other elements are marketing, advertisements, social and culture factors etc. In the
present time, companies of the UK are using various advertisement strategies to attract the
customers (Oakes, 2009). The most common methods are TV, radio, newspapers, digital media,
internet etc. But, in the recent time, many of the firms are starting to use peripheral cues i.e. cartoon
characters to catch the attention of the end users. For this, they are either using some famous
cartoons which are coming in different cartoon shows or creating a new one that can represent the
image and brand of the company. This concept is using by the enterprises with the aim of positively
influence the customer buying decisions. Peripheral cues are the central of focus of the people and
their role or character create an image in audience mind. To develop a good brand image, create
awareness in the community about the particular service or product, gain competitive advantages
and influence buying decision of the consumers, companies are using the idea of preparing the ads
by involving cartoon characteristics (Costa, 2010).
The present investigation will shed light on reasons of using peripheral cues in the
advertising and its impact on influencing buyer purchase decisions. This will assist the researcher to
gather primary and secondary information to determine the effectiveness of cartoon characters in
affecting buying decisions of the customers.
1.6 Structure of the study
A structure of the study assists the researchers to carry out an investigation in a systematic
manner. It provides a brief overview of a whole research and related topics that will cover during
the investigation. In the context of the present dissertation, the structure of the study is as follows:
Chapter 1: Introduction- It is the first chapter of dissertation that delivers a brief or an overview of
regarding research questions, aim and objectives. This also provides an information about the
rational and significance of the study. Background of the investigation also discusses so that readers
can clearly understand about different terms and issues related to the research.
Chapter 2: Literature review- It is the second chapter of dissertation in which different previous

studies on similar topic will be discussed by the scholar. For this, various sources will take into the
consideration such as books, journals, customer reviews for products, online articles, past research
papers etc. These all will help in attain the research objectives and answer research questions. Along
with this, Elaboration Likelihood Model will be used to address the research objectives
Chapter 3: Research methodology- This is a third chapter of dissertation where various tools and
techniques related to research will follow by the researcher. These are as research design,
philosophy, research approach, data collection, research type, sampling etc. The research approach
for the present investigation will be qualitative. Further, interpretivism research philosophy will be
adopted by the researcher to answer the research questions.
Chapter 4: Data analysis- This can be considered as an important part of the research where the
collected data analyze with the use of right data analysis techniques. In the context of the present
investigation, the researcher will use thematic data analysis to assess the primary information.
Along with this, some themes will prepare by which the generated outcomes will present in the
form of charts, tables, graphs etc.
Chapter 5: Conclusion and recommendation- This is the last chapter of the investigation in which
a researcher draw a conclusion on the basis of outcomes of the data analysis chapter. For the current
study, the investigator will write the conclusion on the basis of generated results and properly
addressing the objectives of the research. Further, some recommendations will be stated by the
scholar within the respect of draw conclusion.

CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
A literature review is an assessment report of information where a researcher considers
several similar and previous literatures for selected area of study. It provides a theoretical base to
the research and assists the scholar to find out the nature of the investigation. A literature review can
be defined as a text of a scholarly paper which comprises current findings, knowledge,
methodological, theoretical information etc about a selected subject. It is a secondary source of data
that can easily find in academic journals, books reviews, articles, peer reviewed etc. With the help
of this, it becomes easy for the investigators to critically summarize the present knowledge in the
area of investigation. By considering strengths and weaknesses of previous work, it becomes easy
for the researchers to overcome the potential issues in own research. To review related materials of
literatures, it helps the scholars to collect most valuable data which can give a new and right
direction to their research. The present chapter is related to literature review on proposed aim of
dissertation i.e. the role and impact of using peripheral cues such as cartoon characters in adverts
and its influence on customer's purchase decisions. In this section, some objectives will be covered
by summarizing the literature review such as reasons of using peripheral cues in advertisement
preparation, role of cartoon characters in influencing customers purchase decisions etc.
2.2 Peripheral cues in advertising: A brief history
As per the statement of Parent, “animation is having a great story telling capability and it’s
now become a key part of advertisement” (Parent, 2012). It has been evolved for thousands of years
such as storytelling, creating cartoon movies etc. Along with this, In Paleolithic cave drawings have
considered as an evidence of drawing of animals lags in superimposed positions. In this context,
Pallant, has asserted that “in the 1920s to late 1960s, the development of cartoons were beginning.
It knew with the name of “Golden Age of American Animation” (Pallant, 2011). In this era, the
famous and world popular peripheral cues were created such as Mickey Mouse, Popeye, Bugs
Bunny and many others. When commercial advertisement gained popularity in 1940s then
animation was become famous in making advertisements. By supporting the above statement, Jonz,
Zachar, Da Fonte and Mierzwa, has asserted that “during this, they were started to use TV cartoons
in order to fund their TV stations and increase the popularity of their channel in the market” Jonz,
(Zachar, Da Fonte and Mierzwa, 2015)). Trix Rabbit and Cap’n Crunch were some famous
peripheral cues that were introduced in 1950s and they are still using in the present time by many of
the companies to make their ads more creative, unique and attractive.
On the other hand, Sito has explained that “organizations are using cartoon animations to

advertise their products and services for target customers” (Sito, 2013). This trend becomes popular
with the time because they are considering as a good spokesperson for the commodities. With the
help of this, it makes the brand more recognizable between the audiences. Rocky & Bullwinkle is
very famous cartoon that has been seen in many products ads. Tschang and Goldstein, has
pinpointed in support of above statement that “using peripheral cues in advertisement is considering
as a most powerful tool because within the less time duration, it able to deliver the main content of
the message to the audiences” (Tschang and Goldstein, 2010). This creates a freedom to the
advertisers to give a base to their imagination and promote the products and services in effective
manner.
2.3 Concept of Peripheral cues
As per the view point of the Parent, “in the present time peripheral cues which mainly
include the cartoon characters and animations are playing an important role in developing with the
efficient advertisement for the organization” (Parent, 2012). It assists in showing the things in an
attractive manner and present to the customers in an effective manner. There are some major
features which makes peripheral cues and important element in developing the advertisement.
As per Petty and Cacioppo, “In the present time, people are not interested in seeing the
traditional campaign for the products” (Petty and Cacioppo, 2012). Thus, they require something
new and attractive things which can influence them to buy the products in the first watch. Further,
animations and cartoon characters used in the advertisement make the ads very entertaining and eye
catchy to the people. As per the recent study, it is been evaluated that funny content found in the
advertisement was the most viewed ones and sales of that products is also reaching the heights.
Hafed and Ignashchenkova have stated that “thus, it is important for the company to use different
attractive cartoon characters in their ads and promotional activities so as to ensure increase in sales
volume as well as in developing the brand image (Hafed and Ignashchenkova, 2013).
On the other hand, Phillips and McQuarrie, 2010 has stated that “it is been seen that the
characters used in the advertisement assist in conveying the message to the customers in an efficient
and effective manner” (Phillips and McQuarrie, 2010). They properly determine with the features
and benefits which highly influence the people to buy the products without having the core need of
it. Author states that it becomes very difficult to determine the process of making the product in
attractive manner within short span of time. Further, the cartoon must also been chosen as per the
products which means that if the good is for kids than they must for some famous cartoon character
so that it appeal to them to a greater extent.
As per the view point of Cheung, Xiao and Liu, “By using an efficient animation, the

company can depicts with the imagination behind the development of the product” (Cheung, Xiao
and Liu, 2014). Moreover, the usage of cartoon characters assists in determining the specifications
and features of the product in a more concise manner. It means that with a short time span the
company can determine with the characteristics and process in an efficient manner. This will also be
in an attractive manner so the customers can imagine the product positively. Further, by seeing with
the advertisement, people will surely wait for the product to be launched in market so that they can
avail them as soon as possible. For example, the advertisement of Kinder Joy is as appealing as they
change their toys which are a gift with the article. This makes the children to imagine with that toy
and wait for the launch of the products so that they can acquire with the toy.
2.4 Reasons of using peripheral cues in advertisement preparation
According to Cheung, Xiao and Liu, “if the organizations are very serious to show their
presence at both online and offline that it they have to look towards creating of good content that
can positively engage them” (Cheung, Xiao and Liu, 2012). From the last passing few years, it has
been noticed that the trend of application of peripheral cues to develop ads are increasing. There are
more than 40% organizations which are using cartoons to represent their brand among their
customers. To support the above author statement, Trott, has stated that “grab attention is one the
reasons which shows why animations should or are using in preparing an advertisement” (Trott,
2013). As marketers, companies are constantly facing the challenges to find the most effective way
to catch attention of end users. Cartoons can do this thing effortlessly where the acting of them
creates an image of a product in the consumers mind. While, Lin and Wang, has argued that
“peripheral cues in advertisement able to quickly deliver messages of the firms to the audiences”
(Lin and Wang, 2012). It is most effective multimedia tool as compare to others that replaces boring
long texts, images and emotional audios. This conveys information to the audiences in more
effective way in unique and quick manner.
Beside this, Mishra has explored in his research that “many of the people have grown up by
watching cartoons animations” (Mishra, 2014). These are representing a positive and carefree sign
to attract the attention of the viewers. By considering this concept and success of commercial
cartoon TV channels, the organizations take decision to use peripheral cues in advertisement.
Kellogg’s is on the companies which uses animated characters in the ads and promote the brand at
national and international level. Although, after the innovation of crispy flakes, firm was getting the
success in selling of corn flakes and other cereals food items. So, it had been decided by the owner
of the business to adopt very unique animated characters to market the products in more effective
manner. In this context, another example of same firm has used a animated brown monkey in