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Berättelser som berör: En generationsjämförelse av emotionell storytelling i reklam

Gerdes, Josefina LU ; Knöchel, Seth LU and Palmquist, Sara LU (2025) FEKH29 20251
Department of Business Administration
Abstract (Swedish)
Titel: Berättelser som berör - en generationsjämförelse av emotionell storytelling i reklam
Seminarie datum: 2025-06-03
Kurs: FEKH29 Examensarbete i marknadsföring på kandidatnivå, 15 hp
Författare: Josefina Gerdes, Seth Knöchel, Sara Palmquist
Handledare: Clara Gustafsson
Nyckelord: Storytelling, Emotionellt värde, Generation Z, Generation X, konsumentbeteende
Forskningsfråga: Hur skapar storytelling i reklam emotionellt värde för Generation X och Generation Z, och hur skiljer sig generationernas respons i form av attityder och förväntat köpbeteende?
Syfte: Syftet med denna studie är att undersöka och jämföra hur storytelling i reklam skapar emotionellt värde för konsumenter inom Generation Z respektive Generation X. Studien syftar... (More)
Titel: Berättelser som berör - en generationsjämförelse av emotionell storytelling i reklam
Seminarie datum: 2025-06-03
Kurs: FEKH29 Examensarbete i marknadsföring på kandidatnivå, 15 hp
Författare: Josefina Gerdes, Seth Knöchel, Sara Palmquist
Handledare: Clara Gustafsson
Nyckelord: Storytelling, Emotionellt värde, Generation Z, Generation X, konsumentbeteende
Forskningsfråga: Hur skapar storytelling i reklam emotionellt värde för Generation X och Generation Z, och hur skiljer sig generationernas respons i form av attityder och förväntat köpbeteende?
Syfte: Syftet med denna studie är att undersöka och jämföra hur storytelling i reklam skapar emotionellt värde för konsumenter inom Generation Z respektive Generation X. Studien syftar till att generera kunskap om hur åldersrelaterade skillnader i narrativt mottagande påverkar konsumenters attityder till berättelsen och varumärket samt deras förväntade köpbeteenden. Avsikten är att bidra till en fördjupad förståelse för hur generationstillhörighet påverkar tolkningen av berättelser i reklam, inom ramen för konsumentbeteende och storytelling-teori.
Teoretiska perspektiv: Studien baseras på teorier om emotionell upplevelse (Hoeken & den Ouden, 2022), narrativ transport (Ben Aicha & Bouzaabia, 2023), identifikation och respons (Júnior et al., 2023), subjektiv tolkning (Mick & Buhl, 1992) samt
generationsspecifika livsmål (Carstensen, 1992).
Metod: Kvalitativ metod användes genom 14 intervjuer med personer ur Generation X och Generation Z. Materialet transkriberades och analyserades tematiskt genom kodning och identifiering av teman.
Resultat: Resultatet visade att storytelling i reklam skapar olika emotionellt värde för Generation Z och Generation X, där Generation Z uppvisar större emotionellt
engagemang och symbolisk tolkning, medan Generation X är mer pragmatisk och fokuserar på trovärdighet och konkreta attribut.
Slutsats: Studien bidrar med kunskap om hur dessa skillnader påverkar attityder till både berättelsen och varumärket, men tycks ha en mer begränsad inverkan på det
förväntade köpbeteendet. (Less)
Abstract
Title: Stories that move - A generational comparison of emotional storytelling in
advertising
Seminar date: 2025-06-03
Course: FEKH29 Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 Credits
Authors: Josefina Gerdes, Seth Knöchel, Sara Palmquist
Advisor: Clara Gustafsson
Key words: Storytelling, Emotional value, Generation Z, Generation X, Consumer behavior
Research question: How does storytelling in advertising create emotional value for Generation X and Generation Z, and how do the generations differ in their responses in terms of attitudes and expected purchasing behavior?
Purpose: The purpose of this study is to explore how storytelling in advertising creates emotional value for consumers... (More)
Title: Stories that move - A generational comparison of emotional storytelling in
advertising
Seminar date: 2025-06-03
Course: FEKH29 Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 Credits
Authors: Josefina Gerdes, Seth Knöchel, Sara Palmquist
Advisor: Clara Gustafsson
Key words: Storytelling, Emotional value, Generation Z, Generation X, Consumer behavior
Research question: How does storytelling in advertising create emotional value for Generation X and Generation Z, and how do the generations differ in their responses in terms of attitudes and expected purchasing behavior?
Purpose: The purpose of this study is to explore how storytelling in advertising creates emotional value for consumers belonging to Generation Z and Generation X, and to compare how these two generations differ. By analyzing how different types of narratives are received by younger and older consumers, the study aims to generate theoretical knowledge about how age-related differences in narrative reception may be linked to attitudes and expected purchasing behavior. The study thus seeks to contribute to a deeper understanding of how generational belonging influences the reception and interpretation of stories in advertising, within the framework of consumer behavior and storytelling theory.
Theoretical perspectives: The study is based on theories of emotional experience (Hoeken & den Ouden, 2022), narrative transportation (Ben Aicha & Bouzaabia, 2023), identification and response (Júnior et al., 2023), subjective interpretation (Mick & Buhl, 1992), as well as generation-specific life goals (Carstensen, 1992).
Methodology: A qualitative method was used, consisting of 14 interviews with individuals from Generation X and Generation Z. The material was transcribed and thematically analyzed through coding and the identification of themes.
Result: The results showed that storytelling in advertising creates different emotional value for Generation Z and Generation X. Generation Z exhibits greater emotional engagement and symbolic interpretation, while Generation X is more pragmatic and focuses on credibility and concrete attributes.
Conclusions: The study contributes knowledge on how these differences influence attitudes toward both the narrative and the brand, but appear to have a more limited impact on expected purchasing behavior. (Less)
Please use this url to cite or link to this publication:
author
Gerdes, Josefina LU ; Knöchel, Seth LU and Palmquist, Sara LU
supervisor
organization
course
FEKH29 20251
year
type
M2 - Bachelor Degree
subject
keywords
Storytelling, Emotionellt värde, Generation Z, Generation X, Konsumentbeteende, Emotional value, Consumer behavior
language
Swedish
id
9205618
date added to LUP
2025-07-02 11:11:42
date last changed
2025-07-02 11:11:42
@misc{9205618,
  abstract     = {{Title: Stories that move - A generational comparison of emotional storytelling in
advertising
Seminar date: 2025-06-03
Course: FEKH29 Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 Credits
Authors: Josefina Gerdes, Seth Knöchel, Sara Palmquist
Advisor: Clara Gustafsson
Key words: Storytelling, Emotional value, Generation Z, Generation X, Consumer behavior
Research question: How does storytelling in advertising create emotional value for Generation X and Generation Z, and how do the generations differ in their responses in terms of attitudes and expected purchasing behavior?
Purpose: The purpose of this study is to explore how storytelling in advertising creates emotional value for consumers belonging to Generation Z and Generation X, and to compare how these two generations differ. By analyzing how different types of narratives are received by younger and older consumers, the study aims to generate theoretical knowledge about how age-related differences in narrative reception may be linked to attitudes and expected purchasing behavior. The study thus seeks to contribute to a deeper understanding of how generational belonging influences the reception and interpretation of stories in advertising, within the framework of consumer behavior and storytelling theory.
Theoretical perspectives: The study is based on theories of emotional experience (Hoeken & den Ouden, 2022), narrative transportation (Ben Aicha & Bouzaabia, 2023), identification and response (Júnior et al., 2023), subjective interpretation (Mick & Buhl, 1992), as well as generation-specific life goals (Carstensen, 1992).
Methodology: A qualitative method was used, consisting of 14 interviews with individuals from Generation X and Generation Z. The material was transcribed and thematically analyzed through coding and the identification of themes.
Result: The results showed that storytelling in advertising creates different emotional value for Generation Z and Generation X. Generation Z exhibits greater emotional engagement and symbolic interpretation, while Generation X is more pragmatic and focuses on credibility and concrete attributes.
Conclusions: The study contributes knowledge on how these differences influence attitudes toward both the narrative and the brand, but appear to have a more limited impact on expected purchasing behavior.}},
  author       = {{Gerdes, Josefina and Knöchel, Seth and Palmquist, Sara}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Berättelser som berör: En generationsjämförelse av emotionell storytelling i reklam}},
  year         = {{2025}},
}