Business Studies, Sample Thesis Papers

Thesis: Investment in Advertisements

Sample Thesis Paper

Massive amounts of money are invested towards advertising by big corporations to differentiate their brand. A lot of them focus on making their products or services seem as commonly used and the choice of the majority. Ads frequently make insinuations that “everybody is using it”. The effect of this can be explained by the Solomon Asch experiments.

The experimenter established different groups of which usually only one was the subject and the rest were confederates in league with the experimenter. He asked the group to identify which of a range of lines drawn on the board was the longest and the dummy members were instructed to answer incorrectly (Solomon Asch Experiments 1958). A surprisingly large number of the test subjects in different groups actually conformed to the majority opinion, even if their answers were glaringly incorrect. Asch was perturbed by the nature of results he got and said: “The tendency to conformity in our society is so strong that reasonably intelligent and well-meaning young people are willing to call white black.

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