Essays about: "Consumer stereotype"
Showing result 1 - 5 of 8 essays containing the words Consumer stereotype.
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1. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement
University essay from Göteborgs universitet/Graduate SchoolAbstract : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. READ MORE
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2. The Influence of the Green-Feminine Stereotype - Understanding Cis Men’s Motivational Representation and Gender Identity Performance in the Context of Pro-Environmental Consumption
University essay from Göteborgs universitet/Graduate SchoolAbstract : The role of gender in shaping attitudes toward pro-environmental consumption is understudied and an enhanced understanding of the issue is called for by multiple scholars. Previous literature point to a green-feminine stereotype in which there is a cognitive link between pro-environmental consumption and femininity. READ MORE
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3. Value Is in the Eyes of the Beholder - A quantitative study about the moderating effect of consumers' need for uniqueness in the relationship between consumers' brand stereotypes, brand emotions and perceived emotional value of cor-porate brands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is to quantitatively investigate the moderating effect of consumers' need for uniqueness (NFU) in the relationship between perceived brand stereotypes, brand emotions, and perceived customer value. The study follows a quantitative research method with a sample-survey research design, where hypotheses have been developed supported by a theoretical framework. READ MORE
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4. Do you feel excluded? : an explorative study of who the perceived typical shopping mall consumer is and if this consumer feels excluded from city centers
University essay from Högskolan Kristianstad/Fakulteten för ekonomiAbstract : As the retail apocalypse is increasing, it is common to face stores without consumers in citycenters. E-commerce is one of the factors that has had a negative impact on physical stores,both in city centers and in shopping malls. It has been easier for shopping malls than forcity centers to fight the increased competition. READ MORE
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5. Sexually Objectified Male Portrayals in Fashion Advertisements : Swedish Male Adults Perspectives and Attitudes towards the male portrayals and its Effects on Brand Image
University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomiAbstract : Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. READ MORE
