Search for dissertations about: "influence of advertising on consumer behavior"

Found 2 swedish dissertations containing the words influence of advertising on consumer behavior.

  2. 1. Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness

    Author : Erik Modig; Handelshögskolan i Stockholm; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES;

    Abstract : Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. READ MORE

  4. 2. The impact of consumer knowledge, information mode and presentation form on advertising effects

    Author : Sanjay Nagaraj; Nils Enlund; Micael Dahlen; KTH; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Media and communication studies; Medie- och kommunikationsvetenskap;

    Abstract : Consumers consistently acquire information on product attributes available to them. In considering the many and varied effects of advertising a very central issue is how these attribute information in an ad is processed, that is, how consumers were able to comprehend and remember what an ad claimed. READ MORE