Hur upplever olika generationer beteendeanpassad marknadsföring?

Sammanfattning: Research questions: ● What are the underlying factors influencing attitudes towards behavioral marketing across different generations? ● Is it possible to identify an ambivalent attitude towards behavioral marketing across different generations and if so how is it expressed? Purpose: The purpose of the study is to investigate the reasons for the attitudes towards behavioral marketing in different generations. Furthermore, the aim of the study is to investigate whether there is an ambivalent attitude within the generations when it comes to behavioral marketing and how it shows. Method: To answer the research questions, a qualitative method was chosen. The empirical data was collected through semi-structured interviews using a snowball sampling technique. Conclusion: The results of the study show that there is an ambivalent attitude within all generations to behavioral marketing. The opinions differ to some extent between the generations. Positive aspects raised are mainly about information, while the negative aspects are about annoyance and privacy concerns.