Happiness and the perception of social superiority portrayal in advertising / Oriane VAN WESTERLAAK / 2020

Titre : Happiness and the perception of social superiority portrayal in advertising Type de document : Mémoire Auteurs : Oriane VAN WESTERLAAK, Auteur Année de publication : 2020 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management PUBLICITE ; BONHEUR ; CONSOMMATEUR Résumé : This research contributes to the literature on the influence of emotions on the perception of an advertising. The heart of the subject is to analyse whether happiness impacts the attitude consumers hold towards an advertising depicting social superiority and towards the brand depicted in it. The aim is to demonstrate that the more people are satisfied with their life the more likely they are to hold a positive attitude towards the emphasis of social superiority.. We also want to prove that the perception of authentic versus hubristic ride in the advertising has a mediation effect in this relationship. Happiness influences how we perceive the ad and the expression of pride displayed in it, which ultimately impacts our attitude towards this ad and towards the brand. The findings of this study will provide recommendations to marketing managers about which emotions to convey through their advertising and what to take into consideration in the design of these advertisings. More specifically, we want to inform them on whether social superiority is a good element to depict in it if they want consumer to hold a positive attitude towards the communication. Programme : PGE-Rouen Spécialisation : Tactique management et gestion face au réel Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531696