Customers' attitude toward display advertisement: Formation and changes cause by repeating of emotional
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
A complex structure of attitude which can make a person witness a different level of emotional and behave in a different way. Which level of emotion a person have depended on their evaluation between positive and negative. Often a person uses information and environment to evaluate and create an attitude toward an object. With the right approach, an organization can manipulate attitude that can generate the output, often organization using advertising as a method to direct or indirectly influence customers attitude that lead to purchase behaviors. But the effect of advertising which influence customer can be different, from positive abundant to negative abundant, different level of ambivalence that influence the customers feeling in various ways.
In this work, we use online advertisement and repeating of advertisement as the main area to research and because online advertising is one of advertising approaches that have a strong influence on the attitude. To solve the main research question, this work have to use sub-question to support and to complete the result. According to authors scholarly view, this work is using hermeneutic as the primary approach, and the outcome of this result is an abduction result, which mean the result not just only strengthen the old theoretical this work also create a new theoretical about customers attitude, formation, and changes. As mention, this work is using hermeneutic, it is why analysis have to use a qualitative approach, which also mean interview and interpretation are necessary. But to make it easier to solve to get a better outocome, some quantitative approach also use. For a researcher to deliver and share knowledge among the community is important, it is the reason this work include the most fundamental knowledge about attitude and marketing which can help reader, who are without knowledge about marketing, advertisement have an overview of what marketing really is. Furthermore, this work will go deeper with marketing and attitudes relationship.
Place, publisher, year, edition, pages
2016. , 49 p.
Consumer behavior, consumer psychology, consumers’ attitudes, online advertisement, display advertisement, repeating of advertisement, attitude changes, attitude formation
IdentifiersURN: urn:nbn:se:hv:diva-9246Local ID: EXC504OAI: oai:DiVA.org:hv-9246DiVA: diva2:912901
Subject / course