"Hur dricker du?" : En studie av kommunikationsstrategiers utfall hos målgruppen med avseende på olika konsumtionsbakgrund

Sammanfattning: In this paper the authors aim to examine the effects on consumers using different strategies in a campaign within social marketing. A model by Evans et al (1996) has been used in order to see the different steps in which advertising catches the viewers’ attention and eventually leads to action or purchasing. However, in the case of this thesis, the intention of the chosen campaign is to change the consumers’ attitudes and behavior towards alcohol. Two communication strategies made by IQ, a subsidiary to Systembolaget, have been studied – the video commercial “Hur dricker du?” and the interactive Internet based test “Alkoholprofilen”. They represent an emotional and a rational way of communicating (Dahlqvist & Linde, 2009). An experimental study has been made using three different groups of respondents between 18 and 25 years of age, each group containing 20 people. One group was shown the video commercial, one got to conduct the test and the third group went through both these procedures. Within the groups, a distinction was made between people who drink more and unhealthier than the others. The conclusion was that the people who had a higher consumption of alcohol, also were more effected both by the commercial and by the test. The test had a higher impact on the consumers than the commercial, especially among the respondents with a higher consumption. The reason for this could be that the level of involvement from the consumer’s side is higher for the test than for the video commercial.