Sökning: "consumer stereotype"

Visar resultat 1 - 5 av 13 uppsatser innehållade orden consumer stereotype.

1. 1. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Amanda Hassel; Linnea Jonsson; Johan Strömfeldt; [2022-08-04]
   Nyckelord :Stereotype; Video Advertisement; Emotions; Online Consumer Engagement; Natural Language Processing NLP ; Artificial Intelligence AI ; Machine Learning; Bidirectional Encoder Representation from Transformers BERT ; Transformer Models;

   Sammanfattning : 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. LÄS MER

3. 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

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Erika Winblad von Walter; [2022-08-04]
   Nyckelord :sustainable consumption; pro-environmental consumption; Butlerian gender performativity; motivational representation; gender identity maintenance; masculinity; the green-feminine stereotype;

   Sammanfattning : 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. LÄS MER

4. 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

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Johan Brishammar; Pernilla Eriksson; [2021]
   Nyckelord :Consumer behaviour; Brand stereotypes; Brand perception; Brand emotions; Perceived consumer value; Consumers need for uniqueness; Corporate brands.; Business and Economics;

   Sammanfattning : 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. LÄS MER

5. 4. Don't "just do it" – Hur användandet av stereotypiskt och icke-stereotypiskt innehåll på Instagram påverkar sportföretags image

   Kandidat-uppsats, Malmö universitet/Fakulteten för teknik och samhälle (TS)

   Författare :Melinda Bergstrand; Louise Jannerdahl; [2020]
   Nyckelord :Stereotypiskt; Icke-stereotypiskt; Instagram; Sportföretag; Porträttering; Interaktion;

   Sammanfattning : Följande studie undersöker sportföretags användande av stereotypiskt och icke-stereotypiskt innehåll på Instagram. Syftet är att ta reda på hur konsumenter reagerar på olika typer av innehåll samt hur dessa uppfattningar påverkar företagets image. LÄS MER

7. 5. 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

   Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

   Författare :Fatima El-khatib; Marta Myszka; [2020]
   Nyckelord :Consumer stereotype; shopping mall; place image; shopping experience; place attractiveness; retail; city center;

   Sammanfattning : 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. LÄS MER