Paper Title

CONVERGENCE OF PSYCHOLOGY AND MARKETING IN THE REALM OF ADVERTISING: A FERTILE GROUND FOR RESEARCH

Abstract

The convergence of Psychology and Marketing subjects in the realm of advertising has been a fertile ground for research, offering deep insights into how consumers are influenced and persuaded. One potential theme for empirical research can be an examination of psychological strategies employed in advertising, focusing on the mechanisms of persuasion and their influence on consumer choices. It can study the interplay between the two disciplines of ‘Psychology’ and ‘Marketing’ through various theoretical frameworks, including Cialdini’s Principles of Influence and the Elaboration Likelihood Model (ELM). Emotional appeals, such as happiness, fear, and empathy, are analyzed for their effectiveness in creating positive brand associations and motivating consumer behavior. Cognitive biases, including anchoring, availability heuristics, and framing effects, are explored to understand how mental shortcuts impact consumer decisions. The role of storytelling in advertising is highlighted, emphasizing narrative transportation and the use of relatable characters and conflict-resolution structures to engage consumers. Subliminal and subconscious influences, such as priming and the impact of music and sound, are discussed for their subtle yet significant effects on consumer attitudes. In this context, one has to also understand the ethical considerations of using these psychological strategies, advocating for responsible and transparent advertising practices. This article makes an attempt to synthesize the existing research to underscore the importance of integrating psychological insights into marketing strategies to enhance the effectiveness of advertising ampaigns while maintaining ethical standards.
KEYWORDS : Persuasive Advertising; Emotional Appeals; Cognitive Bias; Storytelling; and Personalization.

Paper Title

UNDERSTANDING THE SOCIO-ECONOMIC BARRIERS TO TRIBAL HIGHER EDUCATION IN TELANGANA

Abstract

Tribes are the people with different way of living and community life. They are living in definite geographical area. They have their own culture, customs, religious belief etc which make them different from other tribal community. Scheduled Tribes in India are generally considered to be „Adivasis,‟ meaning indigenous people or original inhabitants of the country. The tribes have been confined to low status and are often physically and socially isolated instead of being absorbed in the mainstream Hindu population. Psychologically, the Scheduled Tribes often experience passive indifference that may take the form of exclusion from educational opportunities, social participation, and access to their own land. They belong to different racial stocks and religious backgrounds and speak different dialects. Discrimination against women, occupational differentiation, and emphasis on status and hierarchical social ordering that characterize the predominant mainstream culture are generally absent among the tribal groups. Adivasis are not as a general rule regarded as unclean or polluted in the same way as the Scheduled Caste population is perceived by the mainstream culture. However, the mainstream Hindu population considers the general tribal population as primitive, technologically backward, and illiterate.
KEYWORDS : Tribal, Education, Literacy, Adivasis , tribal culture.

Paper Title

LEVERAGING LIBRARY ANALYTICS AND METRICS FOR PERFORMANCE MEASUREMENT AND ENHANCEMENT

Abstract

In an era where data-driven decision-making is becoming the norm, libraries are increasingly turning to analytics and metrics to assess their performance, enhance user experience, and justify funding. Literature on the application of library analytics and metrics for performance evaluation is already available and has already been extensively surveyed. From that, one can explore the evolution of performance metrics in libraries, the types of data collected, the analytical techniques employed, and the impact of these practices on library management and service provision. Understanding the key concepts is important before tracing the historical development of performance evaluation in libraries. The different types of metrics commonly used in libraries are generally categorized as usage statistics, user satisfaction surveys, bibliometrics, and altmetrics. Of course, one needs to examine how these metrics are applied in different library contexts, including academic, public, and special libraries. A systematic exploration of contemporary analytical techniques, including descriptive analytics, predictive analytics, and prescriptive analytics is a necessary preliminary in this context. The benefits from the use of big data and Machine Learning in library analytics are paramount. There are many case studies available where these technologies have been successfully implemented. In this context, library professionals are required to address the challenges and limitations associated with library analytics, such as data privacy concerns, the need for skilled personnel, and the risk of over-reliance on quantitative metrics. They need to understand the ethical considerations and best practices for implementing library analytics to gain a balanced perspective. They are also duty bound to look at the future trends in library analytics, emphasizing the potential for integrated, real-time analytics systems, and the growing importance of user-centered metrics. This article makes an attempt to provide a comprehensive resource for library professionals seeking to understand and apply analytics for performance evaluation, ultimately contributing to more effective and efficient library services.
KEYWORDS : Information Management; Performance Measurement; Library Analytics; Big Data; and Machine Learning.