GASPRO International Journal of Eminent Scholars

ABSTRACT
This study sought to examine the gender effect on the Behavior Modification of listeners to radio
jingles in Akwa Ibom State, Nigeria. The incorporation of jingles in radio advertisement and
message delivery can to some extent, cause a modification in behaviors of adult listeners. The
population of this study consisted of all male and female adults of 21 years and above residing in
Uyo and Uruan Local Government Areas of Akwa Ibom State under the twenty (20) communities
that make up the two Local Government Areas under study. The sample size comprised of six
hundred (600) respondent chosen from that population. (Behavior modifications of the subject in
Uyo and Uruan communities and AKBC Broadcasters) serve as the instrument for data
collection. The statistical techniques utilized for data analysis used for the hypothesis was simple
Percentage (%) for test for difference. From the findings obtained, it was observed that a
significant relationship exist between peoples brand preferences of the message in radio jingles
and the customer behavior to message in Uyo and Uruan Local Government Areas and that male
adult of the society listens to radio jingles more than their female counterpart. The researcher
recommended among others that more radio jingles should be made in our local language for
proper understanding and the use of radio in communicating should be heightened.
KEY WORDS: Radio Jingles, Behavior Modifications, Attention, Adults