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Arousal en vertrouwen in reclames

Blauw, L. (2014) Arousal en vertrouwen in reclames.

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Abstract:Emotions play a major role in advertising nowadays. The first study focusses on whether arousal influences trust in both the advertisement and in the organization itself. A commercial from an insurance company was used for this. Trust was measured among three conditions that provoked either a low, medium or high level of arousal. The results show that arousal does not influence the consumer’s trust. However, it is found that having knowledge of an organization creates trust in both the advertisement and in the organization. The gender of the consumer plays a role in trust in the advertisement and whether the consumer is a customer of the organization affects trust in the organization. The second study also focusses on the relationship between arousal and trust, but used a commercial from a charitable organization. The results also show that arousal does not influence the consumer’s trust.
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/64768
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