Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Kommunikationseffekter från reklam om konsumtionslån: Skillnader utifrån generationstillhörighet
University of Skövde, School of Business.
University of Skövde, School of Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Communication effects from consumption loans advertising : Differences based on generation affiliation (English)
Abstract [sv]

Bakgrund: Tidigare studier indikerar på en attitydförändring till konsumtionslån, där konsumtionslån blir en allt mer socialt accepterad lösning. Det vittnas även om att mängden konsumtionslån har ökat de senaste åren. En del av problemet som belysts, är även att aggressiv marknadsföring skulle kunna bidra till denna attitydförändring. Tidigare studier och rapporter vittnar om att ålder är en aspekt som spelar roll för hur utsatt olika grupper är, vilket gör det till ett viktigt ämne att undersöka. Med utgångspunkt i problembakgrunden formuleras frågeställningen.

Syfte: Syftet med studien är att beskriva vilka kommunikationseffekter som kan urskiljas från  reklam om konsumtionslån, samt vilka attityder till konsumtionslån som kan urskiljas. Huruvida generationstillhörighet påverkar kommunikationseffekter från reklam om konsumtionslån samt konsumtionslån i sig.

Metod: Genom en kvalitativ metod samlades empiriska data in, detta i form av 16 intervjuer. Intervjupersonerna utgjordes av konsumenter från Generation Y, Generation X och Generation Baby boomer.

Slutsats: Studien visar att det finns variationer gällande hur de olika generationerna förhåller sig till reklam gällande konsumtionslån, samt dess attityder till att ta konsumtionslån. Generation Y verkar vara mer utsatta då de inte verkar ha en lika befäst attityd till ämnet, jämfört med de äldre generationerna. Hos de intervjupersoner som medverkar i studien finns inga direkta indikationer på att konsumtionslån skulle vara en accepterad lösning, vilket inte påvisar en attitydförändring.

Abstract [en]

Background: Previous studies indicate an attitude change to consumer loans, where consumption loans become an increasingly socially accepted solution. It is also testified that the amount of consumer loans has increased in recent years. Part of the problem highlighted, is also that aggressive marketing could contribute to this attitude change. Earlier studies and reports testify that age is an aspect that plays a role in how vulnerable different groups are, which makes it an important subject to investigate. Based on the problem background, the question is formulated.

Purpose: The purpose of the study is to describe which communication effects that can be distinguished from advertising on consumer loans, and which attitudes for consumer loans that can be distinguished. Whether generation affiliation affects communication effects from advertising on consumer loans and consumption loans in itself.

Method: Through a qualitative method, empirical data were collected, this in the form of 16 interviews. The interviewees consisted of consumers from Generation Y, Generation X and Generation Baby boomer.

Conclusion: The study shows that there are variations regarding how the different generations relate to advertising regarding consumer loans and its attitudes towards taking consumer loans. Generation Y seems to be more vulnerable as they do not seem to have an equally strong attitude to the subject, compared to the older generations. In the interviewees who participate in the study, there are no direct indications that consumption loans would be an accepted solution, which does not indicate an attitude change.

Place, publisher, year, edition, pages
2019. , p. 71
Keywords [en]
Communication effects, attitude, consumption loans, hierarchy effects, generation affiliation, generation Y, generation X, generation baby boomer
Keywords [sv]
Kommunikationseffekter, attityd, konsumtionslån, hierarkieffekter, generationstillhörighet, generation y, generation x, generation baby boomer
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-17111OAI: oai:DiVA.org:his-17111DiVA, id: diva2:1325254
Subject / course
Business Administration
Educational program
Retail Store Manager - Study Programme
Supervisors
Examiners
Available from: 2019-06-17 Created: 2019-06-14 Last updated: 2019-06-19Bibliographically approved

Open Access in DiVA

fulltext(1007 kB)15 downloads
File information
File name FULLTEXT01.pdfFile size 1007 kBChecksum SHA-512
3ee1b524749b21da68a1d3ff32497836dbf3efbc2c0577ae00228dfadbcbaf69c94c5ef146be26dbe76a7f8cf6f23a19718db56c755e15ac355a797fc4b6bc9d
Type fulltextMimetype application/pdf

By organisation
School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 15 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 53 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf