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The Impact of Emotional Advertising on Consumer Attitudes
Halmstad University, School of Business and Engineering (SET).
1999 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]
The aim of this study was to find out whether the theory of classical conditioning is correct as an explanation of the impact of emotional advertising on consumer attitudes. The aim was also to find out if brands within a product category whith small product differences were made distinct from each other in the minds of consumers by the process of classical conditioning of the feeling communicated in the advertising. The study was of deductive character, were secondary data first was collected. To fulfil the aims of this study one qualitative study and one quantitative study were carried out. First the advertising agencies of the brands chosen were contacted in order to receive information about what feelings the advertising creators were communicating, 200 questionnaires were then carried out among consumers to investigate whether the feelings communicated in this commercials of the brands had been directly associated to respective brand and if the brands were made distinct from each other by the process of classical conditioning. The result from this study confirms the contradictory, which alredy exists, as to whether classical conditionings is correct as an explanation of the impact of emotional advertising on consumers attiudes. In this study some advertised feelings have been successfully associated to the advertised brand while others have not, although they could be identified in the commercials of the brand, This suggests than the need for more studies within the area of the impact of emotional advertising on consumer attitudes are necessary.
Place, publisher, year, edition, pages
1999.
Identifiers
URN: urn:nbn:se:hh:diva-8558Local ID: U2617OAI: oai:DiVA.org:hh-8558DiVA, id: diva2:363644
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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