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Can media advertisements change public attitude?


Gallup Pakistan is collaborating with Avri Bilovich and Umar Taj (Research Fellows in the Behavioural Science Group at Warwick Business School) to understand the role that media advertisements play in changing public attitude. This is the first of its kind study in Pakistan and in response to finding an answer to the question that we get asked repeatedly by our clients: do media advertisements change public attitude.

The research involves using direct and indirect preference elicitation methods with the aim of exploring the effects of different types of media advertisements (informationally rich and informationally poor) on modifying political attitudes. Additionally, this project will inform us on the malleability of direct and indirect elicited attitudes which is methodologically important for understanding the drivers of people’s behaviour.

The methods being used are: Discrete Choice Experiments, Rating Scales, Likert Scales, and Free response.