Die invloed wat agtergrondmusiek in advertensies en tipe en vlak van betrokkenheid uitoefen op verbruikers se houding teenoor advertensie, houding teenoor handelsmerk en koopintensie

Nel, Etienne (Stellenbosch : Stellenbosch University, 1991-04)

Tesis (MComm)--Stellenbosch University, 1991.

Thesis

ENGLISH ABSTRACT: This study examines the effect of involvement and background music in television commercials on consumers' attitudes toward the commercial, their attitude toward the brand and their intension to buy that spesific brand. Involvement refers to type of involvement (cognitive vs affective) and the level of involvement (high vs low). The planning of the experiment had been done according to research projects in the past. A commercial with different soundtracks was viewed by different subjects. Thereafter they completed a questionniare. The members of the different groups were subjected to different manipulations. The results indicated that background music in commercials have a significant influence on consumers' attitudes towards the commercial. (cognitive vs affective) had a on consumers' attitudes towards the a significant relationship between commercial , attitude toward the brand Type of involvement significant influence brand. There was attitude toward the and intension to buy.

AFRIKAANSE OPSOMMING: In hierdie navorsing is die gesamentlike invloed wat agtergrondmusiek en betrokkenheid in advertensies uitoefen op die kyker se houding teenoor die advertensie, houding teenoor die handelsmerk en koopintensie ondersoek. Betrokkenheid verwys na tipe betrokkenheid (kognitief vs affektief) en vlak van betrokkenheid (hoog vs laag). Daar is gebruik gemaak van In laboratorium eksperiment om hierdie invloede te bepaal. Die beplanning van die eksperiment is gedoen na aanleiding van verskillende navorsingsprojekte wat in die verlede gedoen is. In Advertensie met verskillende klankbane is aan groepe proefpersone vertoon waarna hulle In vraelys voltooi het. Elkeen van die groepe (12) was aan verskillende eksperimentele manipulasies onderworpe. Hierna is die vraelyste gekodeer en die data statisties verwerk. Dit is gevind dat agtergrondmusiek In beduidende invloed op verbruikers se houding teenoor In advertensie uitoefen. Tipe betrokkenheid het ook In beduidende invloed op verbruikers se houding teenoor die handelsmerk uitgeoefen. Verder is In beduidende positiewe verband tussen houding teenoor advertensie, houding teenoor handelsmerk en koopintensie gevind.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/69177
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