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

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dc.contributor.advisor Du Toit, J. B.
dc.contributor.author Nel, Etienne
dc.contributor.other Stellenbosch University. Economic and Management Sciences. Dept. of Industrial Psychology.
dc.date.accessioned 2012-08-27T12:26:57Z
dc.date.available 2012-08-27T12:26:57Z
dc.date.issued 1991-04
dc.identifier.uri http://hdl.handle.net/10019.1/69177
dc.description Tesis (MComm)--Stellenbosch University, 1991.
dc.description.abstract 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. en_ZA
dc.description.abstract 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. af_ZA
dc.format.extent 193 p. : ill.
dc.language.iso af_ZA
dc.publisher Stellenbosch : Stellenbosch University
dc.subject Television advertising en_ZA
dc.subject Consumers -- Attitudes en_ZA
dc.subject Consumer behavior en_ZA
dc.subject Brand choice en_ZA
dc.subject Music in dvertising en_ZA
dc.subject Dissertations -- Industrial psychology en_ZA
dc.subject Theses -- Industrial psychology en_ZA
dc.title Die invloed wat agtergrondmusiek in advertensies en tipe en vlak van betrokkenheid uitoefen op verbruikers se houding teenoor advertensie, houding teenoor handelsmerk en koopintensie af_ZA
dc.type Thesis
dc.rights.holder Stellenbosch University


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