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Vem är Vegorätt? En experimentell studie av förekomsten av stereotyper i reklambilder och konsumenters attityder gentemot vegetarisk mat

Hellberg, Sarah LU ; Lundqvist, Emelie LU and Rydlöv, Moa LU (2016) FEKN90 20161
Department of Business Administration
Abstract
Abstract

Title: Who is Vegorätt? An experimental study of the relationship between stereotypes in advertisements and consumers’ attitudes towards vegetarian food

Seminar date: 2016-05-25

Course: FEKN90, Master Thesis in Business Administration - Marketing, 30 ECTS

Authors: Sarah Hellberg, Emelie Lundqvist, Moa Rydlöv

Advisor: Clara Gustafsson

Key words: Stereotypes, vegetarian food, Consumer Culture Theory, advertisement, attitudes.

Purpose: To investigate whether the presence of persons respectively stereotypes in advertisements can influence consumers’ attitudes towards vegetarian food.

Methodology: A quantitative research with an experimental study design. The experiment was performed through exposing the... (More)
Abstract

Title: Who is Vegorätt? An experimental study of the relationship between stereotypes in advertisements and consumers’ attitudes towards vegetarian food

Seminar date: 2016-05-25

Course: FEKN90, Master Thesis in Business Administration - Marketing, 30 ECTS

Authors: Sarah Hellberg, Emelie Lundqvist, Moa Rydlöv

Advisor: Clara Gustafsson

Key words: Stereotypes, vegetarian food, Consumer Culture Theory, advertisement, attitudes.

Purpose: To investigate whether the presence of persons respectively stereotypes in advertisements can influence consumers’ attitudes towards vegetarian food.

Methodology: A quantitative research with an experimental study design. The experiment was performed through exposing the respondents, which were divided in to three groups, to different stimulus in terms of three different advertisements of a vegetarian product. One picture shows the product with a stereotyped vegetarian, the second picture shows the product with a non-stereotyped person and the third picture shows the product alone. The respondents answered a questionnaire about the product and the questions were identical for all three groups. The only difference between the groups was the pictures. Furthermore, the study has a deductive, objective and positivistic approach.

Theoretical perspectives: The theoretical framework consists of the theory of cognitive response and is positioned in the Consumer Culture Theory field. Within this field, theories about stereotypes, identity, attitudes and people in advertising and on food packaging has been used to create a framework.

Empirical foundation: The empirical foundation consists of data collected from an experiment conducted through a survey with 604 respondents. The response rate was 79 %.

Conclusions: The result shows that the respondents had a more positive attitude
towards the product when it was portrayed alone as compared to when it was portrayed with a non-stereotyped model. Furthermore, the study the study shows a correlation between the attitude the respondents had towards the product and the extent to which they already consumed vegetarian food. (Less)
Abstract (Swedish)
Sammanfattning

Titel: Vem är Vegorätt? En experimentell studie av sambandet mellan stereotyper i reklambilder och konsumenters attityder gentemot vegetarisk mat.

Seminariedatum: 2016-05-25

Ämne/kurs: FEKN90, Examensarbete på Civilekonomprogrammet, 30 hp

Författare: Sarah Hellberg, Emelie Lundqvist, Moa Rydlöv

Handledare: Clara Gustafsson

Nyckelord: Stereotyper, vegetarisk mat, Consumer Culture Theory, reklambilder, attityder.

Syfte: Att undersöka huruvida förekomsten av personer respektive stereotyper i reklambilder kan ha ett samband med konsumenters attityder gentemot en vegetarisk livsmedelsprodukt.

Metod: En kvantitativ forskningsmetod med en experimentell undersökningsdesign. Experimentet genomfördes genom att... (More)
Sammanfattning

Titel: Vem är Vegorätt? En experimentell studie av sambandet mellan stereotyper i reklambilder och konsumenters attityder gentemot vegetarisk mat.

Seminariedatum: 2016-05-25

Ämne/kurs: FEKN90, Examensarbete på Civilekonomprogrammet, 30 hp

Författare: Sarah Hellberg, Emelie Lundqvist, Moa Rydlöv

Handledare: Clara Gustafsson

Nyckelord: Stereotyper, vegetarisk mat, Consumer Culture Theory, reklambilder, attityder.

Syfte: Att undersöka huruvida förekomsten av personer respektive stereotyper i reklambilder kan ha ett samband med konsumenters attityder gentemot en vegetarisk livsmedelsprodukt.

Metod: En kvantitativ forskningsmetod med en experimentell undersökningsdesign. Experimentet genomfördes genom att i en enkät exponera respondenterna, vilka delades in i tre grupper, för stimuli i form av tre olika reklambilder av en vegetarisk produkt. Den första bilden innehöll en stereotyp vegetarian med produkten, den andra en icke-stereotyp person med produkten och den tredje enbart produkten. Respondenterna svarade på frågor kring produkten där frågorna var identiska för alla tre grupper. Enbart stimulin i form av bilder skilde grupperna åt. Vidare har studien en deduktiv, objektiv och positivistisk ansats.

Teoretiskt perspektiv: Studiens teoretiska ramverk består av teori kring kognitiv respons samt är positionerad inom Consumer Culture Theory-fältet. Inom detta fält har teorier om stereotyper, identitetsskapande, attityder och personer i reklam och på livsmedelsförpackningar använts för att skapa ett ramverk.

Empiri: Empirin bygger på data insamlad genom ett experiment genomfört med en enkätundersökning med 604 svarande. Studien har en svarsfrekvens på 79 %.

Slutsats: Studien visar på en mer positiv attityd till produkten då enbart produkten visades jämfört med när den visades tillsammans med en icke-stereotyp modell. Denna skillnad berodde på den olika stimuli i form av reklambilder som
respondenterna exponerades för. Vidare visar resultatet på ett samband mellan den attityd respondenterna hade till produkten och i hur stor utsträckning man redan konsumerar vegetariskt. (Less)
Please use this url to cite or link to this publication:
author
Hellberg, Sarah LU ; Lundqvist, Emelie LU and Rydlöv, Moa LU
supervisor
organization
course
FEKN90 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Stereotyper Vegetarisk mat Consumer Culture Theory Reklambilder Attityder
language
Swedish
id
8885097
date added to LUP
2016-09-13 15:37:28
date last changed
2016-09-13 15:37:28
@misc{8885097,
  abstract     = {Abstract

Title: Who is Vegorätt? An experimental study of the relationship between stereotypes in advertisements and consumers’ attitudes towards vegetarian food

Seminar date: 2016-05-25

Course: FEKN90, Master Thesis in Business Administration - Marketing, 30 ECTS

Authors: Sarah Hellberg, Emelie Lundqvist, Moa Rydlöv

Advisor: Clara Gustafsson

Key words: Stereotypes, vegetarian food, Consumer Culture Theory, advertisement, attitudes.

Purpose: To investigate whether the presence of persons respectively stereotypes in advertisements can influence consumers’ attitudes towards vegetarian food.

Methodology: A quantitative research with an experimental study design. The experiment was performed through exposing the respondents, which were divided in to three groups, to different stimulus in terms of three different advertisements of a vegetarian product. One picture shows the product with a stereotyped vegetarian, the second picture shows the product with a non-stereotyped person and the third picture shows the product alone. The respondents answered a questionnaire about the product and the questions were identical for all three groups. The only difference between the groups was the pictures. Furthermore, the study has a deductive, objective and positivistic approach.

Theoretical perspectives: The theoretical framework consists of the theory of cognitive response and is positioned in the Consumer Culture Theory field. Within this field, theories about stereotypes, identity, attitudes and people in advertising and on food packaging has been used to create a framework.

Empirical foundation: The empirical foundation consists of data collected from an experiment conducted through a survey with 604 respondents. The response rate was 79 %.

Conclusions: The result shows that the respondents had a more positive attitude
towards the product when it was portrayed alone as compared to when it was portrayed with a non-stereotyped model. Furthermore, the study the study shows a correlation between the attitude the respondents had towards the product and the extent to which they already consumed vegetarian food.},
  author       = {Hellberg, Sarah and Lundqvist, Emelie and Rydlöv, Moa},
  keyword      = {Stereotyper Vegetarisk mat Consumer Culture Theory Reklambilder Attityder},
  language     = {swe},
  note         = {Student Paper},
  title        = {Vem är Vegorätt? En experimentell studie av förekomsten av stereotyper i reklambilder och konsumenters attityder gentemot vegetarisk mat},
  year         = {2016},
}