hh.se
Publications
Please wait ...
Simple search
Advanced search -
Research publications
Advanced search -
Student theses
Statistics
English
Svenska
Norsk
Jump to content
Change search
Search
Search
Only documents with full text in DiVA
Cite
Export
BibTex
CSL-JSON
CSV 1
CSV 2
CSV 3
CSV 4
CSV 5
CSV all metadata
CSV all metadata version 2
RIS
Mods
MARC-XML
ETDMS
Link to record
Permanent link
https://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-8558
Direct link
http://hh.diva-portal.org/smash/record.jsf?pid=diva2:363644
Cite
Citation style
apa
ieee
modern-language-association-8th-edition
vancouver
Other style
apa
ieee
modern-language-association-8th-edition
vancouver
Other style
More styles
Language
de-DE
en-GB
en-US
fi-FI
nn-NO
nn-NB
sv-SE
Other locale
de-DE
en-GB
en-US
fi-FI
nn-NO
nn-NB
sv-SE
Other locale
More languages
Output format
html
text
asciidoc
rtf
html
text
asciidoc
rtf
Create
Close
The Impact of Emotional Advertising on Consumer Attitudes
Malmqvist, Ulrica
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-8558
Local ID: U2617
OAI: oai:DiVA.org:hh-8558
DiVA, 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.se
Available from:
2010-11-09
Created:
2010-11-09
Bibliographically approved
Open Access in DiVA
No full text in DiVA
By organisation
School of Business and Engineering (SET)
Search outside of DiVA
Google
Google Scholar
urn-nbn
Altmetric score
urn-nbn
Total: 74 hits
Cite
Export
BibTex
CSL-JSON
CSV 1
CSV 2
CSV 3
CSV 4
CSV 5
CSV all metadata
CSV all metadata version 2
RIS
Mods
MARC-XML
ETDMS
Link to record
Permanent link
https://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-8558
Direct link
http://hh.diva-portal.org/smash/record.jsf?pid=diva2:363644
Cite
Citation style
apa
ieee
modern-language-association-8th-edition
vancouver
Other style
apa
ieee
modern-language-association-8th-edition
vancouver
Other style
More styles
Language
de-DE
en-GB
en-US
fi-FI
nn-NO
nn-NB
sv-SE
Other locale
de-DE
en-GB
en-US
fi-FI
nn-NO
nn-NB
sv-SE
Other locale
More languages
Output format
html
text
asciidoc
rtf
html
text
asciidoc
rtf
Create
Close
v. 2.45.0
|
WCAG
|
Halmstad University Library
|
Info for students
|
Info for researchers
|
Log in
DiVA
Logotyp