• norsk
    • English
  • norsk 
    • norsk
    • English
  • Logg inn
Vis innførsel 
  •   Hjem
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • Vis innførsel
  •   Hjem
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • Vis innførsel
JavaScript is disabled for your browser. Some features of this site may not work without it.

A Touch of Words: Influencing Consumers’ Purchase Intentions Using Touch-Describing Adjectives in Digital Advertisements

Tabari, Atena; Norheim, Maria Elisabeth
Master thesis
Thumbnail
Åpne
2287674.pdf (3.024Mb)
Study_Cleaned_Data_Master_Thesis.xlsx (27.67Kb)
Permanent lenke
http://hdl.handle.net/11250/2623589
Utgivelsesdato
2019
Metadata
Vis full innførsel
Samlinger
  • Master of Science [1116]
Sammendrag
The purpose of this master thesis is to investigate whether touch-describing

adjectives in a digital advertisement can trigger consumers purchase intention. We

answer this question by conducting an online survey-based experiment, and first

find that consumers’ need for touch moderates the effect of touch-describing

adjectives on perceived physical control. Secondly, we find that perceived physical

control and perceived ownership mediate the effect of touch-describing adjectives

on purchase intention. Further, we find that there is a positive total effect of touchdescribing

adjectives on purchase intention. Finally, we see an indication that

arousal has a moderating effect on the relationship between touch-describing

adjectives and perceived physical control.

These findings contribute to extending the existing theoretical framework

developed by Peck, Barger and Webb (2013) in their article; “In Search of a

Surrogate for Touch: The Effect of Haptic Imagery on Perceived Ownership”. In

addition, it is of relevance for businesses looking to find new ways to influence their

customers through digital advertisements.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
Utgiver
Handelshøyskolen BI

Kontakt oss | Gi tilbakemelding

Personvernerklæring
DSpace software copyright © 2002-2019  DuraSpace

Levert av  Unit
 

 

Bla i

Hele arkivetDelarkiv og samlingerUtgivelsesdatoForfattereTitlerEmneordDokumenttyperTidsskrifterDenne samlingenUtgivelsesdatoForfattereTitlerEmneordDokumenttyperTidsskrifter

Min side

Logg inn

Statistikk

Besøksstatistikk

Kontakt oss | Gi tilbakemelding

Personvernerklæring
DSpace software copyright © 2002-2019  DuraSpace

Levert av  Unit