En Andra Chans att Övertyga: Tillämpning av Cialdini’s övertalningsprinciper i marknadsföringen av second-hand tjänster.
(2023) PSYK11 20231Department of Psychology
- Abstract
- The study investigated the effectiveness of advertising messages for second-hand companies, according to Cialdini's principles of persuasion. In the pre-study advertisements from the four largest Swedish second-hand companies were analyzed, showing that social proof and reciprocity were the most frequently used principles. In the study, 82 participants (79% women) rated four advertising messages from a fictitious second-hand company. The base message contained the principles of social proof and reciprocity, and the remaining messages added 1) scarcity, 2) authority, and 3) authority and scarcity. Each message was assessed on questions designed according to 3 constructs derived from Theory of Planned Behavior: attitude, behavioral intention... (More)
- The study investigated the effectiveness of advertising messages for second-hand companies, according to Cialdini's principles of persuasion. In the pre-study advertisements from the four largest Swedish second-hand companies were analyzed, showing that social proof and reciprocity were the most frequently used principles. In the study, 82 participants (79% women) rated four advertising messages from a fictitious second-hand company. The base message contained the principles of social proof and reciprocity, and the remaining messages added 1) scarcity, 2) authority, and 3) authority and scarcity. Each message was assessed on questions designed according to 3 constructs derived from Theory of Planned Behavior: attitude, behavioral intention and social norms. Results showed that the principles of social proof and reciprocity were perceived as the most persuasive and participants were most likely to click on ads containing these messages. The results also indicated that the authority principle can be an effective tool in the marketing of second-hand services, but only if the target group maintains a positive attitude towards the chosen authority. (Less)
- Abstract (Swedish)
- Studien undersökte effektiviteten hos reklam-meddelanden för second-hand företag, enligt Cialdini’s övertalningsprinciper. I förstudien analyserades reklam från de fyra största svenska second-hand företagen, som visade att sociala bevis och reciprocitet var de mest frekvent använda principerna. I studien skattade 82 deltagare (79% kvinnor) fyra reklammeddelanden från ett fiktivt second-hand företag. Basmeddelandet innehöll principerna sociala bevis och reciprocitet, och de resterande meddelandena lade till 1) knapphet, 2) auktoritet och 3) auktoritet och knapphet. Varje meddelande skattades på frågor utformade efter tre konstrukt introducerade av Theory of Planned Behavior: attityd, beteendeintention samt sociala normer. Resultaten visade... (More)
- Studien undersökte effektiviteten hos reklam-meddelanden för second-hand företag, enligt Cialdini’s övertalningsprinciper. I förstudien analyserades reklam från de fyra största svenska second-hand företagen, som visade att sociala bevis och reciprocitet var de mest frekvent använda principerna. I studien skattade 82 deltagare (79% kvinnor) fyra reklammeddelanden från ett fiktivt second-hand företag. Basmeddelandet innehöll principerna sociala bevis och reciprocitet, och de resterande meddelandena lade till 1) knapphet, 2) auktoritet och 3) auktoritet och knapphet. Varje meddelande skattades på frågor utformade efter tre konstrukt introducerade av Theory of Planned Behavior: attityd, beteendeintention samt sociala normer. Resultaten visade att sociala bevis och reciprocitet-principerna upplevdes som mest övertygande samt var deltagarna mest troliga att klicka på annonser innehållande dessa meddelanden. Resultaten indikerade även att auktoritetsprincipen kan vara effektiv att använda i marknadsföring av second-hand tjänster, men endast om målgruppen håller en positiv attityd till den valda auktoriteten. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9120035
- author
- Jansson, Cleo LU and Edén, Linnéa LU
- supervisor
- organization
- course
- PSYK11 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Cialdinis principer, Theory of Planned Behaviour, Marknadsföring, Second-Hand, Sociala bevis, Reciprocitet, Knapphet, Auktoritet
- language
- Swedish
- id
- 9120035
- date added to LUP
- 2023-06-16 12:50:51
- date last changed
- 2023-06-16 12:50:51
@misc{9120035,
abstract = {{The study investigated the effectiveness of advertising messages for second-hand companies, according to Cialdini's principles of persuasion. In the pre-study advertisements from the four largest Swedish second-hand companies were analyzed, showing that social proof and reciprocity were the most frequently used principles. In the study, 82 participants (79% women) rated four advertising messages from a fictitious second-hand company. The base message contained the principles of social proof and reciprocity, and the remaining messages added 1) scarcity, 2) authority, and 3) authority and scarcity. Each message was assessed on questions designed according to 3 constructs derived from Theory of Planned Behavior: attitude, behavioral intention and social norms. Results showed that the principles of social proof and reciprocity were perceived as the most persuasive and participants were most likely to click on ads containing these messages. The results also indicated that the authority principle can be an effective tool in the marketing of second-hand services, but only if the target group maintains a positive attitude towards the chosen authority.}},
author = {{Jansson, Cleo and Edén, Linnéa}},
language = {{swe}},
note = {{Student Paper}},
title = {{En Andra Chans att Övertyga: Tillämpning av Cialdini’s övertalningsprinciper i marknadsföringen av second-hand tjänster.}},
year = {{2023}},
}