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Bachelor Degree Project: a case study analysis on the factors that influence perception to controversial advertisement
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study provides empirical evidence on how people perceive controversialadvertisement and sets up a list of the factors that are able to influence the reactionsof people exposed to controversial advertisement.Using theory to determine which factors could influence the reaction, we then testedour hypothesis by conducting a focus group and then confirming our findings with aninterview on a larger scale, and trying to determine the factors holding the greatestresponsibility for the reaction of someone when exposed to controversialadvertisement.We saw that internal factors such as gender, age and education play the biggest rolewhen looking at how you see the world, and how the world sees you, and thereforecan greatly influence how people react to controversial advertisement, but also thatexternal factors like one’s culture was of great importance too, as culture has thepower to shape an individual despite its personality and tastes.Our work paves the way to other sets of studies aimed at discovering how each ofthe factors play with one another to design one’s personality and reaction tocontroversial advertisement.

Place, publisher, year, edition, pages
2018. , p. 39
Keywords [en]
Advertisement, Controversial advertisement, advertisement perception, case study, consumer behavior, attitude towards advertising
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-78502OAI: oai:DiVA.org:lnu-78502DiVA, id: diva2:1258956
Subject / course
Business Administration - Marketing
Supervisors
Examiners
Note

This thesis is part of our second semester of our double diploma. We are students from ICN Business School and have done our third year of Bachelor in Linnaeus University, Sweden

Available from: 2018-10-26 Created: 2018-10-26 Last updated: 2018-10-26Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf