Využitie peak-end pravidla v reklamách a porovnanie jeho účinnosti na rozne vekové a genderové kategórie
Using peak-end rule in advertising and comparing its effectiveness to different age and gender categories
Využití peak-end pravidla v reklamách a porovnání jeho účinnosti na různé věkové a genderové kategorie
bakalářská práce (OBHÁJENO)
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Trvalý odkaz
http://hdl.handle.net/20.500.11956/176340Identifikátory
SIS: 238868
Kolekce
- Kvalifikační práce [17642]
Autor
Vedoucí práce
Oponent práce
Koblovský, Petr
Fakulta / součást
Fakulta sociálních věd
Obor
Komunikační studia se specializací Marketingová komunikace a public relations
Katedra / ústav / klinika
Katedra marketingové komunikace a public relations
Datum obhajoby
13. 9. 2022
Nakladatel
Univerzita Karlova, Fakulta sociálních vědJazyk
Slovenština
Známka
Výborně
Klíčová slova (česky)
Pravidlo vrcholu akonca, reklama, behaviorálna ekonómia, marketing, kognitívne skreslenieKlíčová slova (anglicky)
Peak-end rule, advertising, behavioral economics, marketing, cognitive biasThis bachelor thesis deals with the application of peak-end effect in the realm of advertisement. The aim of the thesis is to explain the peak-end effect and to try to observe the rule's effect with regard to commercial advertisement. Consecutively the thesis presented 3 different commercials each presenting 3 different commercial products to the participants. Participants' enjoyment was recorded throughout the screening of the commercial with the help of a sliding bar. The results were then visualized using graphs and subsequently examined to try to determine if the peak-end effect was present or if it had any affect on the participants in any way.
This bachelor thesis deals with the application of peak-end effect in the realm of advertisement. The aim of the thesis is to explain the peak-end effect and to try to observe the rule's effect with regard to commercial advertisement. Consecutively the thesis presented 3 different commercials each presenting 3 different commercial products to the participants. Participants' enjoyment was recorded throughout the screening of the commercial with the help of a sliding bar. The results were then visualized using graphs and subsequently examined to try to determine if the peak-end effect was present or if it had any affect on the participants in any way.