Consumer Behavior The Role of the Television

Question: Does a viewer's level of involvement with the reality-based tv program - the degree of interactivity with the show (i.e having the option of voting for or against contestants) - impact their perceptions of the show? Answer: The role of the television is to render the information which influences the values, norms and behaviors. It is the television that highlighted the notion of the role models which influence the decision of ones lives. The reality television shows have become a thriving issue around the world. The perception of the human beings in this connection is crucial. Perception is defined as the process through which an individual acquires, chooses and construes stimuli to create a meaningful and articulate picture of the world. Through the perception the audiences are able to construct brand relationship. (Lichfield and Harrison 2011) In this regard the selective perception deals in the subconscious selection of the stimuli which people will acquire. This is influenced by three factors which is the nature of the stimulus, the prior experience of the audience and the motives of the audience at the time. As far as the question is concerned the nature of the stimulus itself affects the perception of the viewers. The degree of interactivity with the reality show is analyzed through the contact, sensation and perception creation with the show. The interactivity increases when the viewers are connecting with the show through the online voting. The involvement is segmented through the degree of interactivity. (Bickley 2012) The involvement is a phenomenon which drives the development of attitudes. According to the involvement theory, the individuals derive the level of involvement with the product. Another theory of judgment states that the process of formation of information is dependent on the involvement of the audience with the different shows. In this regard, the memory of the individuals plays an important role in recognizing the impact of the reality shows on the individuals. The memory is influenced by the level of involvement with the television shows. (Wikstrm 2009) The level of involvement can be grouped into three categories which are high, medium and low levels. The high involvement is signified when the viewers have high contact and perception about the reality shows, as in this case, the voting process on the reality shows. The perception is build only when there is involvement, interaction and the memory of the viewers. Through the interactive sessions between the viewers and the reality shows is very crucial in building the perception of the show. The involvement theory and the judgment theory help to explain the perception of the viewers. The high involvement with the reality show impacts the perception. The more the contact with the reality show, the more is the involvement and the more is the perception about the show. The involvement with the show also means that the viewers are frequently view the show so the connection is established. The judgment theory help create perception about the show which is acquired on frequent viewing and involvement with the show. The main proponent of the perception is the involvement. Interaction or the degree of interactivity is also crucial in the perception building with the reality shows. Thu, it can be well said that the involvement along with the different degrees of involvement influence the perception about the shows. Also the degree of interactivity also impacts the perception about the TV based reality programs. (Cohen and Weimann 2008) Reference Bickley, Gillian. 2012. Perceptions. Hong Kong: Proverse Hong Kong. Cohen, J., and G. Weimann. 2008. 'Who's Afraid Of Reality Shows?: Exploring The Effects Of Perceived Influence Of Reality Shows And The Concern Over Their Social Effects On Willingness To Censor'. Communication Research 35 (3): 382-397. doi:10.1177/0093650208315964. Lichfield, Patrick, and Martin Harrison. 2011. Perceptions. London: Quadrille. Wikstrm, Per-Olof H. 2009. 'Questions Of Perception And Reality'. The British Journal Of Sociology 60 (1): 59-63. doi:10.1111/j.1468-4446.2008.01216.x.