Original title: Využití peak-end pravidla v reklamách a porovnání jeho účinnosti na různé věkové a genderové kategorie
Translated title: Using peak-end rule in advertising and comparing its effectiveness to different age and gender categories
Authors: Kozeleková, Kristína ; Vranka, Marek (advisor) ; Koblovský, Petr (referee)
Document type: Bachelor's theses
Year: 2022
Language: slo
Abstract: 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.
Keywords: advertising; behavioral economics; cognitive bias; marketing; Peak-end rule; behaviorálna ekonómia; kognitívne skreslenie; marketing; Pravidlo vrcholu akonca; reklama

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/176340

Permalink: http://www.nusl.cz/ntk/nusl-509184


The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Bachelor's theses