Název:
Využití peak-end pravidla v reklamách a porovnání jeho účinnosti na různé věkové a genderové kategorie
Překlad názvu:
Using peak-end rule in advertising and comparing its effectiveness to different age and gender categories
Autoři:
Kozeleková, Kristína ; Vranka, Marek (vedoucí práce) ; Koblovský, Petr (oponent) Typ dokumentu: Bakalářské práce
Rok:
2022
Jazyk:
slo
Abstrakt: 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.
Klíčová slova:
behaviorálna ekonómia; kognitívne skreslenie; marketing; Pravidlo vrcholu akonca; reklama; advertising; behavioral economics; cognitive bias; marketing; Peak-end rule