Konsumenters emotionella reaktion till reklamannonser
(2018) FEKH29 20181Department of Business Administration
- Abstract (Swedish)
- Title: Konsumenters emotionella reaktion till reklamannonser
Seminar date: 1st of June 2018
Course: FEKH29, Bachelor Degree Project in Marketing Undergraduate level, 15 credits
Authors: Johanna Centerblad, Matilda Nilsson, Ebba Petersson
Advisor: Clara Gustafsson
Key words: Stereotypical advertising, Emotional response, Emotional Quotient Scale, Male and female consumers, Survey
Purpose: The purpose of this thesis is to examine male- and female consumers emotional response to stereotypical and none stereotypical depictions of men and women in advertising.
Methodology: A deductive study and quantitative research method, with positivism as a theory of knowledge. This means that the scientific research ideal is used to... (More) - Title: Konsumenters emotionella reaktion till reklamannonser
Seminar date: 1st of June 2018
Course: FEKH29, Bachelor Degree Project in Marketing Undergraduate level, 15 credits
Authors: Johanna Centerblad, Matilda Nilsson, Ebba Petersson
Advisor: Clara Gustafsson
Key words: Stereotypical advertising, Emotional response, Emotional Quotient Scale, Male and female consumers, Survey
Purpose: The purpose of this thesis is to examine male- and female consumers emotional response to stereotypical and none stereotypical depictions of men and women in advertising.
Methodology: A deductive study and quantitative research method, with positivism as a theory of knowledge. This means that the scientific research ideal is used to study the social reality. Selected theories have produced new hypotheses that have been tested by using data collected from a survey. The survey provides a basis of primary data consisting of different variables.
Theoretical perspectives: The theory section consists of the Role of Emotions in Marketing, followed by the theory Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior. Furthermore, the emotional scales Emotional Quotient Scale and the Reaction Profile are presented and the chapter ends with the theory Gender Advertisements. These theories are based on the problematization and purpose of the essay, as well as the basis for analysis and discussion.
Empirical foundation: The study subject in this paper are male and female consumers between the ages of 18 and 70.
Conclusions: The study indicates a difference in attitudes between men and women regarding advertising. Men are more negative in their emotional response in comparison to women, regardless if the ads are stereotypical or none stereotypical. The study also reveals significant differences regarding consumers emotional response to stereotypical and none stereotypical advertising. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8954884
- author
- Petersson, Ebba LU ; Nilsson, Matilda LU and Centerblad, Johanna LU
- supervisor
- organization
- course
- FEKH29 20181
- year
- 2018
- type
- M2 - Bachelor Degree
- subject
- keywords
- Stereotypical advertising, Emotional response, Emotional Quotient Scale, Male and female consumers, Survey
- language
- Swedish
- id
- 8954884
- date added to LUP
- 2018-09-03 11:34:53
- date last changed
- 2018-09-03 11:34:53
@misc{8954884,
abstract = {{Title: Konsumenters emotionella reaktion till reklamannonser
Seminar date: 1st of June 2018
Course: FEKH29, Bachelor Degree Project in Marketing Undergraduate level, 15 credits
Authors: Johanna Centerblad, Matilda Nilsson, Ebba Petersson
Advisor: Clara Gustafsson
Key words: Stereotypical advertising, Emotional response, Emotional Quotient Scale, Male and female consumers, Survey
Purpose: The purpose of this thesis is to examine male- and female consumers emotional response to stereotypical and none stereotypical depictions of men and women in advertising.
Methodology: A deductive study and quantitative research method, with positivism as a theory of knowledge. This means that the scientific research ideal is used to study the social reality. Selected theories have produced new hypotheses that have been tested by using data collected from a survey. The survey provides a basis of primary data consisting of different variables.
Theoretical perspectives: The theory section consists of the Role of Emotions in Marketing, followed by the theory Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior. Furthermore, the emotional scales Emotional Quotient Scale and the Reaction Profile are presented and the chapter ends with the theory Gender Advertisements. These theories are based on the problematization and purpose of the essay, as well as the basis for analysis and discussion.
Empirical foundation: The study subject in this paper are male and female consumers between the ages of 18 and 70.
Conclusions: The study indicates a difference in attitudes between men and women regarding advertising. Men are more negative in their emotional response in comparison to women, regardless if the ads are stereotypical or none stereotypical. The study also reveals significant differences regarding consumers emotional response to stereotypical and none stereotypical advertising.}},
author = {{Petersson, Ebba and Nilsson, Matilda and Centerblad, Johanna}},
language = {{swe}},
note = {{Student Paper}},
title = {{Konsumenters emotionella reaktion till reklamannonser}},
year = {{2018}},
}