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Ser du det jag ser?: En kvalitativ studie om hur uppmärksammandet av produktplacering skiljer sig mellan män och kvinnor
Södertörns högskola, Institutionen för samhällsvetenskaper.
Södertörns högskola, Institutionen för samhällsvetenskaper.
2018 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The aim of the study is to identify possible differences regarding how men and women pay attention to product placement. The overall issue underlying the study is as follows:

● How does the attention of product placement differ between men and women?

In this study, the authors have chosen to use a multimethod research, which combines qualitative and quantitative methods. In order to fulfil the purpose and answer the main question, quantitative data was initially collected in the form of questionnaires. The data from the surveys were compiled and then mapped to provide a basis for the qualitative focus groups held with ten people, five women and five men. The choice of methodology fell naturally since the aim of the study was to identify possible differences regarding how men and women pay attention to product placements. The result shows that there are similarities as well as differences between the sexes within product placements dimensions, attitude, memory and brand recognition.

sted, utgiver, år, opplag, sider
2018. , s. 52
Emneord [en]
product placement, brand placement, gender differences, attention, tv series
Emneord [sv]
produktplacering, varumärkesplacering, könsskillnader, uppmärksamhet, tv-serier
HSV kategori
Identifikatorer
URN: urn:nbn:se:sh:diva-35651OAI: oai:DiVA.org:sh-35651DiVA, id: diva2:1220563
Fag / kurs
Business Studies
Uppsök
Social and Behavioural Science, Law
Veileder
Tilgjengelig fra: 2018-06-19 Laget: 2018-06-19 Sist oppdatert: 2018-06-19bibliografisk kontrollert

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