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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond
Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond
Honors Theses
This research seeks to understand more about the effects of socioeconomic background on consumer behavior and its impact on the perception of brand images. Data from people of different SES were compared to understand how they view advertisements intended for different audiences and their corresponding effects. It was conducted by sending out a confidential, voluntary survey to a convenience sample targeting 100 consumers. Consumers were asked to rate statements, on a scale of one to five, for each of the research questions to assess specific aspects of their consumer attitudes and behaviors. The high SES group has a higher average …
A Change Of Heart : The Effect Of Heartwarming Advertisements On Brand Affinity, Hannah Butman
A Change Of Heart : The Effect Of Heartwarming Advertisements On Brand Affinity, Hannah Butman
Honors Theses
The purpose of this study was to examine if evoking heartfelt responses to advertisements would yield greater brand affinity. It was hypothesized that a heartwarming response would yield greater brand affinity because it was a mixed emotional experience that produced both positive and negative emotions simultaneously. Across two studies, participants were shown both control and heartwarming advertisements for five brands. After each video, all participants were prompted to respond to every measure, regardless of condition. Heartwarming perceptions of the advertisements, overlap of self, feelings of love, and a mixed emotional experience were all significant mediators of video condition and brand …