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Den Cyniska Konsumentens Jakt på Autenticitet - Konsumenters paradoxala moraliserande av marknadskommunikation

Hornay, Paulina LU and Tjernström, Anna LU (2013) FEKN90 20131
Department of Business Administration
Abstract (Swedish)
Titel
Den Cyniska Konsumentens Jakt på Autenticitet – Konsumenters paradoxala moraliserande av
marknadskommunikation

Seminariedatum
2013-05-29

Kurskod
FEKN90 Företagsekonomi- Examensarbete på Civilekonomprogrammet (D-nivå), 30 ECTS.

Författare
Paulina Hornay & Anna Tjernström

Handledare
Jon Bertilsson

Nyckelord
Moralism, Cynism, Autenticitet, Marknadskommunikation

Syfte
Syftet med uppsatsen är att bidra till en större förståelse för de underliggande faktorerna i
konsumenters paradoxala moraliserande av marknadskommunikation, för att bidra till forskning inom
konsumentmoralism samt till närliggande ämnesområden.

Metod
Studien har en kvalitativ metod med en abduktiv ansats där vi arbetade utefter den... (More)
Titel
Den Cyniska Konsumentens Jakt på Autenticitet – Konsumenters paradoxala moraliserande av
marknadskommunikation

Seminariedatum
2013-05-29

Kurskod
FEKN90 Företagsekonomi- Examensarbete på Civilekonomprogrammet (D-nivå), 30 ECTS.

Författare
Paulina Hornay & Anna Tjernström

Handledare
Jon Bertilsson

Nyckelord
Moralism, Cynism, Autenticitet, Marknadskommunikation

Syfte
Syftet med uppsatsen är att bidra till en större förståelse för de underliggande faktorerna i
konsumenters paradoxala moraliserande av marknadskommunikation, för att bidra till forskning inom
konsumentmoralism samt till närliggande ämnesområden.

Metod
Studien har en kvalitativ metod med en abduktiv ansats där vi arbetade utefter den hermeneutiska
cirkeln. Vi avsåg fokusera på sociala konstruktioner och anslöt oss således till det ontologiska synsättet
konstruktionism. Således anslöt vi oss till ett fenomenologiskt perspektiv, då moraliserande är
livsvärldsfenomen som skapas på en mikronivå. En förstudie användes för att skapa en bättre förståelse
för praktikernas syn på konsumenters moraliserande, vidare utfördes den huvudsakliga empiriska
studien i fokusgrupper.

Teoretiska perspektiv
Vi valde att belysa moralismens historia för att lättare kunna identifiera och tolka när respondenter i
fokusgrupperna moraliserar. Vi valde även att fokusera på konsumenters ökade kunskap kring
övertalningsförsök och motstånd till marknadskommunikation samt visa en översikt av utvecklingen
av företags marknadskommunikativa verktyg.

Empiri
Vi identifierade två teman; budskapet och kontexten. Vi tolkade med hjälp av relevanta teorier från
det teoretiska ramverket hur konsumenters underliggande värderingar och trosföreställningar utrönt
betydelsen av temana.

Slutsatser
Vi bidrog i vår studie till en förståelse för underliggande faktorer autenticitet och cynism i svenska
konsumenters paradoxala moraliserande av marknadskommunikation på en mikronivå. Den andra
delen av bidraget visade på en relation mellan autenticitet och cynism då dessa har en koppling
paradoxer. (Less)
Abstract
Title
The Cynical Consumer’s Pursuit of Authenticity – Consumers paradoxical moralization of marketing
communications

Seminar date
2013-05-29

Course code
FEKN90. Business Administration – Master Thesis for Civilekonomprogrammet (D-level), 30 ECTS.

Authors
Paulina Hornay & Anna Tjernström

Supervisor
Jon Bertilsson

Key words
Moralism, Cynicism, Authenticity, Marketing Communications

Aim of the study
The purpose of this paper was to contribute to a greater understanding of the underlying factors in
consumers’ paradoxical moralization of marketing communications, in order to contribute to research
in consumer moralism and the related disciplines such as consumer culture and marketing.

Methodology
The study is... (More)
Title
The Cynical Consumer’s Pursuit of Authenticity – Consumers paradoxical moralization of marketing
communications

Seminar date
2013-05-29

Course code
FEKN90. Business Administration – Master Thesis for Civilekonomprogrammet (D-level), 30 ECTS.

Authors
Paulina Hornay & Anna Tjernström

Supervisor
Jon Bertilsson

Key words
Moralism, Cynicism, Authenticity, Marketing Communications

Aim of the study
The purpose of this paper was to contribute to a greater understanding of the underlying factors in
consumers’ paradoxical moralization of marketing communications, in order to contribute to research
in consumer moralism and the related disciplines such as consumer culture and marketing.

Methodology
The study is qualitative with an abductive approach, in relation to this we worked along the
hermeneutic circle. We focused on social constructions and thus concentrated on constructionism, an
ontological approach. In this we adopted a phenomenological perspective, as moralizing is a life-world
phenomenon created on a micro level. A pilot study was used to create a better understanding of
practitioners' views on consumer moralization. The empirical study was conducted in focus groups.

Theoretical Perspectives
We chose to highlight the history of moralism, which helped us identify and interpret when
respondents in the focus groups were moralizing. We also chose to focus on consumers' increased
knowledge about persuasion and resistance to marketing, and displayed an overview of the
development of corporate marketing communication tools.

Empirical Foundation
We identified two themes: the message and the context. We used relevant theories from the theoretical
framework when interpreting how consumers' underlying values and beliefs ascertained significance.

Conclusion & Findings
We contributed to an understanding of the underlying factors authenticity and cynicism in consumer
paradoxical moralization of marketing on a micro level in a Swedish context. The second part of the
contribution indicated a relationship between authenticity and cynicism, as these were found to be
associated paradoxes. (Less)
Please use this url to cite or link to this publication:
author
Hornay, Paulina LU and Tjernström, Anna LU
supervisor
organization
alternative title
The Cynical Consumer's Pursuit of Authenticity - Consumers paradoxical moralization of marketing communication
course
FEKN90 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Moralism, Cynism, Autenticitet, Marknadskommunikation
language
Swedish
id
3909930
date added to LUP
2013-06-26 10:59:53
date last changed
2013-06-26 10:59:53
@misc{3909930,
  abstract     = {Title
The Cynical Consumer’s Pursuit of Authenticity – Consumers paradoxical moralization of marketing
communications

Seminar date
2013-05-29

Course code
FEKN90. Business Administration – Master Thesis for Civilekonomprogrammet (D-level), 30 ECTS.

Authors
Paulina Hornay & Anna Tjernström

Supervisor
Jon Bertilsson

Key words
Moralism, Cynicism, Authenticity, Marketing Communications

Aim of the study
The purpose of this paper was to contribute to a greater understanding of the underlying factors in
consumers’ paradoxical moralization of marketing communications, in order to contribute to research
in consumer moralism and the related disciplines such as consumer culture and marketing.

Methodology
The study is qualitative with an abductive approach, in relation to this we worked along the
hermeneutic circle. We focused on social constructions and thus concentrated on constructionism, an
ontological approach. In this we adopted a phenomenological perspective, as moralizing is a life-world
phenomenon created on a micro level. A pilot study was used to create a better understanding of
practitioners' views on consumer moralization. The empirical study was conducted in focus groups.

Theoretical Perspectives
We chose to highlight the history of moralism, which helped us identify and interpret when
respondents in the focus groups were moralizing. We also chose to focus on consumers' increased
knowledge about persuasion and resistance to marketing, and displayed an overview of the
development of corporate marketing communication tools.

Empirical Foundation
We identified two themes: the message and the context. We used relevant theories from the theoretical
framework when interpreting how consumers' underlying values and beliefs ascertained significance.

Conclusion & Findings
We contributed to an understanding of the underlying factors authenticity and cynicism in consumer
paradoxical moralization of marketing on a micro level in a Swedish context. The second part of the
contribution indicated a relationship between authenticity and cynicism, as these were found to be
associated paradoxes.},
  author       = {Hornay, Paulina and Tjernström, Anna},
  keyword      = {Moralism,Cynism,Autenticitet,Marknadskommunikation},
  language     = {swe},
  note         = {Student Paper},
  title        = {Den Cyniska Konsumentens Jakt på Autenticitet - Konsumenters paradoxala moraliserande av marknadskommunikation},
  year         = {2013},
}