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Den som väntar på något gott väntar aldrig för länge: Hur attityden gentemot reklambilder kan påverkas av choklad

Holm Sonesson, Isabel LU and Andersson, Emelie LU (2019) PSYK11 20182
Department of Psychology
Abstract (Swedish)
Inom marknadsföring är det en ständig kamp att framställa varumärken som det bästa där det är vanligt att locka med diverse gåvor och belöningar för att försöka få lojala kunder. Syftet med studien var att undersöka om en belöning (choklad) kunde påverka studenters attityd gentemot designen på olika reklambilder. Närmare bestämt om attityden kunde påverkas av belöningen men också om det skiljer sig åt beroende på när belöningen gavs, före eller efter enkäten. En kvantitativ studie har gjorts med hjälp av en egenkonstruerad enkät, bestående av 10 stycken olika reklambilder med mat/dryckesprodukter. Totalt medverkade 96 studenter från Lunds Universitet. De fördelades över tre olika grupper med 32 personer per grupp. Ena gruppen mottog... (More)
Inom marknadsföring är det en ständig kamp att framställa varumärken som det bästa där det är vanligt att locka med diverse gåvor och belöningar för att försöka få lojala kunder. Syftet med studien var att undersöka om en belöning (choklad) kunde påverka studenters attityd gentemot designen på olika reklambilder. Närmare bestämt om attityden kunde påverkas av belöningen men också om det skiljer sig åt beroende på när belöningen gavs, före eller efter enkäten. En kvantitativ studie har gjorts med hjälp av en egenkonstruerad enkät, bestående av 10 stycken olika reklambilder med mat/dryckesprodukter. Totalt medverkade 96 studenter från Lunds Universitet. De fördelades över tre olika grupper med 32 personer per grupp. Ena gruppen mottog choklad innan enkäten, andra gruppen efter enkäten och den sista gruppen fick ingen choklad. Resultatet från en ANOVA visade en statistiskt signifikant skillnad, med högst betygsättning i gruppen som fick choklad efter enkäten och lägst betygsättning i gruppen som fick choklad före enkäten. En korrelationsanalys visade att attityden på designen av reklambilderna positivt korrelerade med både vad enkätdeltagarna ansåg om smaken samt varumärket för respektive reklambild. Utifrån resultatet drogs slutsatsen att belöningar som utlovas i efterhand kan ge en högre gradering av attityden i samband med kundomdömen. Detta i kombination med andra bakomliggande faktorer som exempelvis deltagarnas åsikter samt erfarenheter om smak och varumärke. (Less)
Abstract
Within marketing there is a constant struggle to promote brands as the best and it is common practice to promise various gifts and rewards in an attempt to attract loyal customers. The purpose of the study was to investigate whether a reward (chocolate) could influence students' attitudes towards different ads. Specifically, if the attitude could be influenced by the reward but also if it differed depending on when the reward was given, before or after the questionnaire. A quantitative study has been used with a self-constructed survey, consisting of 10 ads with different food/beverage products. In total 96 students from Lunds University participated. They were distributed over three groups consisting of 32 students per group. One group... (More)
Within marketing there is a constant struggle to promote brands as the best and it is common practice to promise various gifts and rewards in an attempt to attract loyal customers. The purpose of the study was to investigate whether a reward (chocolate) could influence students' attitudes towards different ads. Specifically, if the attitude could be influenced by the reward but also if it differed depending on when the reward was given, before or after the questionnaire. A quantitative study has been used with a self-constructed survey, consisting of 10 ads with different food/beverage products. In total 96 students from Lunds University participated. They were distributed over three groups consisting of 32 students per group. One group received chocolate before the survey, another group after the survey and the last group received no chocolate. The result from an ANOVA showed a statistical significant difference, with the highest rating in the group that received chocolate after the survey and the lowest rating in the group that received chocolate before the survey. A correlation analysis showed that the attitude on the ads correlated positively with both the survey participants' opinions about the taste and the brand for each ad. Based on the results, it was concluded that rewards that are promised after a survey could give a higher rating of customer reviews. This in addition to other underlying elements such as the participants' opinions and experiences of the taste and brand. (Less)
Please use this url to cite or link to this publication:
author
Holm Sonesson, Isabel LU and Andersson, Emelie LU
supervisor
organization
course
PSYK11 20182
year
type
M2 - Bachelor Degree
subject
keywords
marknadsföring, belöningar, kundomdömen, attityder, choklad
language
Swedish
id
8968070
date added to LUP
2019-01-25 13:10:53
date last changed
2019-01-25 13:10:53
@misc{8968070,
  abstract     = {{Within marketing there is a constant struggle to promote brands as the best and it is common practice to promise various gifts and rewards in an attempt to attract loyal customers. The purpose of the study was to investigate whether a reward (chocolate) could influence students' attitudes towards different ads. Specifically, if the attitude could be influenced by the reward but also if it differed depending on when the reward was given, before or after the questionnaire. A quantitative study has been used with a self-constructed survey, consisting of 10 ads with different food/beverage products. In total 96 students from Lunds University participated. They were distributed over three groups consisting of 32 students per group. One group received chocolate before the survey, another group after the survey and the last group received no chocolate. The result from an ANOVA showed a statistical significant difference, with the highest rating in the group that received chocolate after the survey and the lowest rating in the group that received chocolate before the survey. A correlation analysis showed that the attitude on the ads correlated positively with both the survey participants' opinions about the taste and the brand for each ad. Based on the results, it was concluded that rewards that are promised after a survey could give a higher rating of customer reviews. This in addition to other underlying elements such as the participants' opinions and experiences of the taste and brand.}},
  author       = {{Holm Sonesson, Isabel and Andersson, Emelie}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Den som väntar på något gott väntar aldrig för länge: Hur attityden gentemot reklambilder kan påverkas av choklad}},
  year         = {{2019}},
}