Home About Latest Additions Upload student thesis Statistics Contact
UT Research Information
UT Proceedings
Faculty ITC Master Theses
Printversion
Search

De effecten van metaforen op de waardering van een advertentie en een product

Lettinga, N. (2009) De effecten van metaforen op de waardering van een advertentie en een product.

[img]
Preview
 PDF
616kB
[img] Microsoft Word
1MB
Abstract:The main objective of this study was to examine the impact of metaphors in advertisements on the corresponding appreciation of the advertisement and the product. In addition, extra verbal information was provided that explained the metaphor to a greater or lesser extent. This resulted in six different advertisements through a 2 (metaphor: easy vs. difficult) x 3 (information: only title vs. descriptive vs. elaborative) design. Additionally, the degree of creativity of the subjects was included. The investigation showed that the easy metaphor was valued higher than the difficult metaphor. Providing information which explains the metaphor showed different results for different consumers. For consumers with high creativity providing information that explains the metaphor will have positive results. For consumers with low creativity it is preferable not to explain the metaphor or even not to use a metaphor
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/59082
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page