'Reclame roept reacties op die we niet kunnen beheersen'

http://www.marketingtribune.nl/bureaus/nieuws/2018/03/reclame-roept-reacties-op/index.xml

Participants

  • Steven Sweldens
    Role: Faculty
    Reference type: Referenced

Media outlets

  • Marketing Tribune (Online)

Description

A new study, co-conducted by Steven Sweldens, endowed professor of Consumer Behaviour and Marketing and ERIM Director of Doctoral Education at RSM, has shown that some forms of advertising can generate a reaction among consumers that they can not control. The study shows that consumers can not form their own, objective opinion about a brand or product if they see an advertisement with a positive stimuli, such as a beautiful landscape or signs of happiness.

A new study, co-conducted by Steven Sweldens, endowed professor of Consumer Behaviour and Marketing and ERIM Director of Doctoral Education at RSM, has shown that some forms of advertising can generate a reaction among consumers that they can not control. The study shows that consumers can not form their own, objective opinion about a brand or product if they see an advertisement with a positive stimuli, such as a beautiful landscape or signs of happiness.