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Influencing the alcohol consumer - A quantitative study of what effects alcohol commercials have on university students in Lund

Messa, Carl Mikael LU ; Lundén, Jens LU and Zohoori, Nicklas LU (2015) FEKH29 20142
Department of Business Administration
Abstract
The main purpose of this study is to investigate how Swedish university students in Lund within the ages of 20 to 30 years old are affected by alcohol commercials and what effect the commercials have on shifts in attitude.The study is based on a deductive process with a quantitative research strategy, which resulted in the formation of the study’s hypotheses. A survey was conducted to test these hypotheses. The theory is founded in other previous theories and studies regarding attitudes towards commercials and the effects of attitudes towards the brand (Austin, Pinkleton & Fujiokas, 1999. Mitchel & Olson, 1981). The Advertising Response Model (Bruzzone & Tallyn, 1997) is used as the theoretical framework to describe the commercials’... (More)
The main purpose of this study is to investigate how Swedish university students in Lund within the ages of 20 to 30 years old are affected by alcohol commercials and what effect the commercials have on shifts in attitude.The study is based on a deductive process with a quantitative research strategy, which resulted in the formation of the study’s hypotheses. A survey was conducted to test these hypotheses. The theory is founded in other previous theories and studies regarding attitudes towards commercials and the effects of attitudes towards the brand (Austin, Pinkleton & Fujiokas, 1999. Mitchel & Olson, 1981). The Advertising Response Model (Bruzzone & Tallyn, 1997) is used as the theoretical framework to describe the commercials’ change of attitude for the consumer. The empirical material is based on data which is drawn from a structured survey distributed via the web. The respondents in the survey were students, or former students, at Lunds University within the ages of 20 to 30 years old. We found that counter-advertising tends to allude towards rational reactions while regular alcohol commercials rather allude towards emotional reactions for the consumer. This resulted in that the receptivity for the commercial messages were greater towards the regular alcohol commercials. We also found that the consumers’ view of the brand greatly affected the view of the commercial. (Less)
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author
Messa, Carl Mikael LU ; Lundén, Jens LU and Zohoori, Nicklas LU
supervisor
organization
course
FEKH29 20142
year
type
M2 - Bachelor Degree
subject
keywords
Commercials, alcohol, shifts in attitude, consumer attitudes, Advertising Response Model
language
Swedish
id
5048179
date added to LUP
2015-02-11 14:55:39
date last changed
2015-02-11 14:55:39
@misc{5048179,
  abstract     = {The main purpose of this study is to investigate how Swedish university students in Lund within the ages of 20 to 30 years old are affected by alcohol commercials and what effect the	commercials have on shifts in attitude.The study is based on a deductive process with a quantitative research strategy, which resulted in the formation of the study’s hypotheses. A survey was conducted to test these		hypotheses. The theory is founded in other previous theories and studies		regarding attitudes towards commercials and the effects of attitudes towards the brand (Austin, Pinkleton & Fujiokas, 1999. Mitchel & Olson, 1981). The Advertising Response Model (Bruzzone & Tallyn, 1997) is used as the	theoretical framework to describe the commercials’ change of attitude for the		consumer. The empirical material is based on data which is drawn from a structured survey distributed via the web. The respondents in the survey were students, or former students, at Lunds University within the ages of 20 to 30 years old. We found that counter-advertising tends to allude towards rational		reactions while regular alcohol commercials rather allude towards emotional reactions for the consumer. This resulted in that the receptivity for the commercial messages were greater towards the regular alcohol commercials. We also found that the consumers’ view of the brand greatly affected the view of the commercial.},
  author       = {Messa, Carl Mikael and Lundén, Jens and Zohoori, Nicklas},
  keyword      = {Commercials,alcohol,shifts in attitude,consumer attitudes,Advertising Response Model},
  language     = {swe},
  note         = {Student Paper},
  title        = {Influencing the alcohol consumer - A quantitative study of what effects alcohol commercials have on university students in Lund},
  year         = {2015},
}