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Effectiveness and impact of advertisments using framing
Hofmanová, Aneta ; Vranka, Marek (advisor) ; Koblovský, Petr (referee)
This bachelor thesis focuses on effectiveness and impact of advertisements using framing. The first chapter of the theoretical part is devoted to the concept of framing and its effect from the perspective of psychology and sociology. Thereafter, is the framing effect explained in terms of prospect theory and other types of framing are described. Followed by regulatory focus theory and regulatory fit. The last chapters of the theoretical section discuss framing in advertising, persuasion in advertising, and various cognitive biases related to the framing effect are also described. The practical part continues with the quantitative research that is primarily exploring the effectiveness of the advertisements that are using framing. Furthermore, the experiment is trying to find a relation between the regulatory focus of the participants and the regulatory focus of the advertising message. In this case, the research findings are supporting the hypotheses and verifying the higher persuasiveness of advertisements using negative goal framing.
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The effect of fear in marketing communication
Neumannová, Barbora ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis called "The effect of fear in marketing communication" deals with the role of emotion in advertising, particularly with the emotion of fear and its effect of persuasion when it's used in marketing communication. The thesis consists of two parts - theoretical and practical. theoretical part includes the theory of the role of emotions in advertising and the advantages and disadvantages that go with that. It also describes the fear and how it can be used in marketing communication. The theoretical part is also focused on the Regulatory focus theory and the term Regulatory fit. The practical part involves the experiment which examines the effect of fear emotion in marketing communication and the persuasion of messages. One part of the experiment is measuring the regulatory focus of the participants and the links between their focus and framed messages. In this experiment the results do not confirm higher persuasion of marketing communication containing emotion of fear and there were no significant statistical relationships between regulatory focus of participants and the evaluation of persuasion of marketing messages in the same frame.
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Answering Questions on Values
Vranková, Ivana ; Vinopal, Jiří (advisor) ; Buriánek, Jiří (referee)
The present thesis explores how answering questions on values in surveys could be influenced. Findings about cognitive processes occurring in general during answering questions, as well as factors that may influence the given answers are presented in the first part of the theoretical section. Afterwards, Schwartz's circular model of values is presented together with the instruments he developed to measure their importance. At the end of the theoretical section, the results of existing studies on the possibilities of influencing values are described. A series of three experimental online studies, involving nearly 600 respondents, builds on the findings presented in the theoretical section. The experiments examine the malleability of individualistic and collectivistic values based on induced changes in regulatory focus and self-construal of participants. In the first of the studies, the given values were affected by the content of previous questions, but this effect was in the opposite direction than originally anticipated. In the next two studies, the experimental manipulation did not lead to significant differences between groups. Causes of the results, limits of the conducted studies and prospects for future research are discussed in the last sections of the thesis.
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