Persuasive techniques used in marketing and advertising based on psychological factors
Baryshnikova, Elizaveta (2017)
Saimaan ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060211984
https://urn.fi/URN:NBN:fi:amk-2017060211984
Tiivistelmä
The main objectives of the study were to discover persuasive techniques used in marketing based on psychological factors and to determine whether the techniques have intended influence on potential customers.
Theoretical part explains the phenomenon of psychology in marketing and investigates the persuasive techniques based on discussed psychological factors. The data were collected mainly from literature sources. Empirical data were collected using qualitative method in the form of personal interviews.
The results of the study show that there are a lot more factors other than psychological to be considered for the successful implementation of the marketing campaign. Development of technology and further research in the field of neuromarketing is to be investigated.
Theoretical part explains the phenomenon of psychology in marketing and investigates the persuasive techniques based on discussed psychological factors. The data were collected mainly from literature sources. Empirical data were collected using qualitative method in the form of personal interviews.
The results of the study show that there are a lot more factors other than psychological to be considered for the successful implementation of the marketing campaign. Development of technology and further research in the field of neuromarketing is to be investigated.