| 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 : |
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| 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 |
Happiness and the perception of social superiority portrayal in advertising / 2020 
