publication . Bachelor thesis . 2012

Persuasive Advertising : Consumers' views of and responses to the advertising of health-related products

Edin, Malin;
Open Access English
  • Published: 01 Jan 2012
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Country: Sweden
The problem that this thesis deals with is that the intense competition and increasing consumer power in the health industry calls for the operating companies to take consumers’ considerations into account when advertising their products. It is further suggested that consumers will be extra careful before buying health-related products due to their direct effect on their personal health. Thus, companies selling health-related products must gain an understanding of how consumers form their judgments of the advertisements for the same in order to be able to create persuasive and thus effective advertisements. The purpose of this thesis is to understand consumers’ ...
free text keywords: Persuasion strategies, Message processing and Judgment formation, Consumer involvement, Attitude-behavior consistency, Resistance strategies
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