Sökning: "Decisional Control"

Hittade 1 uppsats innehållade orden Decisional Control.

  1. 1. How can level of effort and decisional control in taking part of an ad influence brand attitude, ad attitude and purchase intention?

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Viktor Bodelius; Oliver Lundgren; [2015]
    Nyckelord :Consumer Effort; Online Video Advertising; Dissonance Theory; Equitable Exchange; Decisional Control;

    Sammanfattning : In contrast to the widespread assumption that consumer effort are bad for business, recent research has demonstrated that companies could in fact benefit from demanding more effort from their customers. Although equity and dissonance theory stipulates that consumers tend to justify increased levels of effort by cognitively inflating their perceptions of the product and brand, this effect has yet never been examined on online video advertising with real brands as stimulus. LÄS MER