Recetion, Reception, Reception : the Effects of Receiver Context on Advertising Effectiveness

Sammanfattning: The purpose of this thesis is to investigate the effects of receiver context on advertising effectiveness. More specifically, it extends the academic literature on the effects of the social receiver context (who else is present when the subject is exposed to advertising) and the spatial receiver context (how and where the subject is exposed to advertising) on consumer responses to an advertisement and to the brand sponsoring the advertising. The consumer responses of interest in this thesis are mainly attitudes and intentions regarding the advertising and the advertised brands. These dependent variables were chosen since they are the dominant variables in assessing the effectiveness of advertising. In addition, actual consumer behavioral responses to the receiver context are used to further develop the investigation of receiver context, consistent with a recommendation in prior research (Baumeister, Vohs,XX1Funder, 2007). Furthermore, the influence of the advertised product is investigated, as well as the potential for the receiver context to cause extended advertising effects such as employer attractiveness, organizational identification, investment attitudes, and investment intentions.