Using peak-end rule in advertising and comparing its effectiveness to different age and gender categories

Autor:	Kozeleková, Kristína
Přispěvatelé:	Vranka, Marek, Koblovský, Petr
Jazyk:	slovenština
Rok vydání:	2022
Předmět:	reklama behaviorálna ekonómia marketing advertising kognitívne skreslenie behavioral economics Peak-end rule Pravidlo vrcholu akonca cognitive bias
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=od______2186::719ddc8b3b16c8bb4911a92a4f9d29a5 http://www.nusl.cz/ntk/nusl-509184 Zobrazit plný text záznamu