De Invloed van Persoonlijke Voornaamwoorden op Hedonische en Utilitaire Producten in Advertenties.
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2025-01-31
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nl
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This thesis explores how personal pronouns like "we" and "you" in advertisements influence consumer evaluations of hedonic and utilitarian products. The study hypothesizes that "we" would be more effective for hedonic products, fostering inclusivity, while "you" would work better for utilitarian products, enhancing personal relevance. However, the results showed no significant impact of pronoun choice or product category on consumer attitudes or purchase intentions. The study suggests that the effects of language might be subtle, influenced by factors such as message context or cultural background. Despite not confirming the hypotheses, the research contributes to the understanding of how language in advertising can be tailored to consumer needs, with implications for future studies involving more diverse samples and real-world contexts.
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