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
bachelor thesis (DEFENDED)
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Permanent link
http://hdl.handle.net/20.500.11956/176340Identifiers
Study Information System: 238868
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- Kvalifikační práce [18347]
Faculty / Institute
Faculty of Social Sciences
Discipline
Communication Studies with specialisation in Marketing Communication and Public Relations
Department
Department of Marketing Communication and Public Relations
Date of defense
13. 9. 2022
Publisher
Univerzita Karlova, Fakulta sociálních vědLanguage
Slovak
Grade
Excellent
Keywords (Czech)
Pravidlo vrcholu akonca, reklama, behaviorálna ekonómia, marketing, kognitívne skreslenieKeywords (English)
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.