EFFECTS OF PERSUASIVE COMPUTER GENERATED IMAGERY ON CHILDREN’S BEHAVIOUR IN LAGOS STATE, NIGERIA

Abstract

Children have become a primary target of persuasive designs, an aspect of design practice which focuses on influencing human behaviour through designs. This situation is premised on the assertion that children constitute a very important group of consumers that influence the purchase of products. Therefore, adopting an experimental method in a bid to optimise persuasive design effectiveness, this study assessed the effects of computer generated imagery on children’s behaviour through persuasive designs with a view to improving product acceptability thus alleviating design-entrepreneurial fiascos. New Computer Generated characters were generated for this purpose. Descriptive statistics, Chi-square and Mann-Whitney U tests were used to analyse the research objectives and hypotheses. The research objectives and hypothesis test one revealed that persuasive Computer Generated Imageries impacts positively on the effectiveness of persuasive campaigns as they help in building product acceptance especially within the product user-interactive sphere. Analysis of objective two and hypothesis test two revealed that CGIs have positive effect on memory storage and retrieval in children in terms of recall and recognition. Analysis of objective three and hypothesis test three revealed that CGIs are more effective when used alongside other contents including voice-over, persuasive texts, live-action images and tune or theme songs. Analysis of objective four and hypothesis test 4 confirmed that children’s behaviours can also be influenced by the CGIs in persuasive designs to which they are exposed outside the product-user-interactive sphere. Persuasive CGIs not only positively impacted product acceptability or sustained buying behaviour within the product-user/consumer sphere, but also were effective in persuading children to adopt healthy eating and more environmentally friendly habits outside the product-user/consumer sphere. Based on the outcomes of result analyses of this, a persuasion model was proposed and recommended for inclusion in design-entrepreneurial curriculums. However, the study recommended strict monitoring of any application of the proposed model by appropriate authorities as misuse of the outcomes are eminent. Product designs must be vetted by the appropriate agencies before patency rights and production rights are granted. It also recommended that parents, teachers/educationists at all levels and other people or professionals associated with children should consciously scrutinise designs, design contents and systems on all platforms to which children are exposed with conscious outlook for inappropriate influences, indoctrinations and other elements as highlighted in the proposed model of this study, hence, fostering a safer and healthier society, especially for children, while yet promoting technical design competence and economic or entrepreneurial growth.