EXPLORING MEDIA THEORIES AND APPLICATION TO CONSUMER BEHAVIOUR IN NIGERIAN MARKET

Abstract

This study examined the various theories of the mass media in relation to consumer behaviour, applying them to the Nigerian market situation. The design was thematic content analysis. Media effects and consumer behaviour theories were the frameworks. The census sampling enhanced the selection and study of the relevant media theories coded thematically according to their categories and levels of effects. The implications of understanding consumer behaviour were also explored. Findings revealed a plethora of media effects and consumer behaviour theories influencing the buying decisions of the Nigerian final consumers; the limited media effect and all-powerful media theories opposed each other on the issue of the rationality of the Nigerian final consumer. The paper recommended that the Nigerian producers, advertisers, politicians, and sellers should study and understand the final consumers for effective production and exchange.