| Titre : |
Stereotypes in marketing and their effects on purchasing decisions |
| Type de document : |
Mémoire |
| Auteurs : |
Davide Pio INTRAVAIA, Auteur |
| Année de publication : |
2025 |
| Importance : |
51 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CLASSE D'AGE ; DROIT DE LA CONCURRENCE ; GROUPE SOCIAL
|
| Résumé : |
This study aims to understand the influence of stereotyped advertising on the decision to purchase a product. Three hypotheses were formulated: 1. The use of stereotypes in advertising can have a negative impact on brand perception, especially if they are considered offensive or inappropriate. 2. People are not interested in the message conveyed in advertising, but purchase goods based on their needs. 3. The presence of stereotypes does not influence the purchase decision at all.
To understand which was the most truthful, a questionnaire was carried out where people of various nationalities, genders and ages answered various questions focused on generalizations and the effects they can have on the purchase decision. This study revealed several interesting data. Among the most particular is that not everyone notices the presence of stereotypes and that above all not all those who would not proceed to purchase a good because of a stereotyped advertisement would be inclined to purchase from a brand that promotes anti-stereotyped messages.
So, it is understood from the data analysis that companies must be as true as possible and not promote messages that are too distant from their corporate vision, otherwise they can lose credibility and have a drop in sales even if they try to promote a noble message. |
| Programme : |
Cesem |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=618657 |
Stereotypes in marketing and their effects on purchasing decisions / 2025 
