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Konsumenters emotionella reaktion till reklamannonser

Petersson, Ebba LU ; Nilsson, Matilda LU and Centerblad, Johanna LU (2018) FEKH29 20181
Department 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:
author
Petersson, Ebba LU ; Nilsson, Matilda LU and Centerblad, Johanna LU
supervisor
organization
course
FEKH29 20181
year
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},
  keyword      = {Stereotypical advertising,Emotional response,Emotional Quotient Scale,Male and female consumers,Survey},
  language     = {swe},
  note         = {Student Paper},
  title        = {Konsumenters emotionella reaktion till reklamannonser},
  year         = {2018},
}