Varning för snabblån - En studie om effekter av varningar i rörlig marknadsföring av snabblån

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: Payday loans are becoming a challenge of increasing gravity for society. Statistics show that the number of young adults with financial issues related to such loans has been growing over the past few years. Despite efforts to halt this trend, little is changing. Government mandated warning labels in commercials are typically used to inform about the risks associated with the consumption of certain goods and services, such as alcohol and tobacco. Despite issues related to payday loans, there is currently no legislation in Sweden mandating the inclusion of warnings in marketing of such loans. This thesis examines the effects of including warning labels in commercials for payday loans. In addition, this thesis studies the effectiveness of using effective interest rate to convey information about the costs associated with a payday loan. The results of extensive analysis and testing show that warning labels in commercials for payday loans present significant potential to raise consumers' awareness of the consequences and risks associated with such loans. The inclusion of a warning label in commercials for payday loans has been shown to have negative effect on the attitudes, beliefs and intentions of young adults towards payday loans. The study also shows that young adults have difficulties with the understanding and use of effective interest rate when applied to payday loans.

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