電影屬於服務的一種，具有抽象與體驗消費的特性，因此，消費者在親自觀賞之前很難評估一部電影的品質為何。為了減少購買風險，他們會盡量尋找參考資訊或與其他消費者交流來增加了解程度，以協助其進行購買決策。其中，又因口碑為消費者之間一種非商業化、非正式的溝通，多為消費者個人的經驗分享，較一般公司網站與商業廣告更為公正客觀，也更容易獲得信任，在電影行銷的過程中扮演非常重要的角色。 不同於過去的研究，本研究依據「深思熟慮可能性模式」將口碑依其內容分為中央與周邊線索口碑資訊，再加入消費者的「涉入程度」與「口碑信任度」為調節變數，分別探討它們對於消費者態度的影響。 經兩次前測後發放正式問卷，共回收233份有效問卷，主要研究發現如下： 1.中央與周邊線索口碑資訊皆會顯著且正向影響消費者的態度。 2.消費者涉入程度的調節效果相當有限，但其本身對消費者態度即具有非常大的影響力。 3.口碑來源信任度對中央線索口碑資訊與態度之間的關係具有強化的作用，但反而會減弱周邊線索口碑資訊對態度的影響力。

As the world economies have shifted from being production-based to knowledge-based each country has to develop their technologically literate workforces to stay globally competitive. A low interest in the engineering profession among younger students has caused insufficient support for the workforce demand. Marketers must adapt their efforts to recruiting young people even before they attend college as this focused cohort tend to make career plans early. As today’s teenagers have been using digital media constantly since they grew up, they are frequently called digital natives. They perceive social networking sites, where they can communicate with friends and exchange information with people all over the world, as essential parts of their lives. This makes social networks great promotional tools, as digital natives share experiences and opinions about products and services online, creating a kind of electronic word-of-mouth, which is characterized as the future of social media marketing communications. To investigate in what ways digital natives’ absorb online marketing, the purpose of this research is to provide a better understanding of how technical high schools can address digital marketing activities to attract more students. The thesis was compiled after inquiries from the Swedish nationwide senior high school Teknikcollege, and it is conducted as a quantitative explanatory study, where primary data was collected through an online questionnaire distributed among junior high school students in Luleå and Överkalix. A total of 239 answers were collected and 182 answers were analyzed using statistical techniques. The results suggested that senior high schools should focus their online marketing efforts on visual social media channels, and that people based trust is the most important factor when using the peripheral route to persuade digital natives.

Cette thèse traite de l’étude du changement d’attitude dans un contexte de dissonance cognitive (Festinger, 1957), et plus précisément dans le cadre du paradigme de l’essai contre-attitudinal (Brehm & Cohen, 1962). L’objectif de ce travail est triple. Premièrement, nous opérons une remise en question de l’induction de choix des paradigmes de dissonance, en utilisant, au sein de nos expérimentations, la perception de choix des participants comme variable continue permettant de prédire le changement d’attitude. Notre second objectif est de mobiliser, dans le cadre de la dissonance, des variables issues du modèle des probabilités d’élaboration (Petty & Cacioppo, 1986) liées au changement d’attitude. Ces variables permettent notamment de recueillir les pensées positives et négatives (i.e., l’élaboration) que les participants produisent vis-à-vis d’un argumentaire. Nous émettons ainsi l’hypothèse que la rédaction d’un essai contre attitudinal sous perception élevée de choix entraînera conjointement de l’élaboration et du changement d’attitude chez les participants. Le dernier objectif de cette thèse est de tester l’impact de variables, autres que le choix perçu, permettant d’augmenter l’élaboration des participants. Nous nous sommes ainsi intéressés à la résistance de l’attitude initiale, ainsi qu’au délai de réflexion, afin d’étudier leurs effets sur le changement d’attitude. / This thesis covers the study of attitude change in the area of cognitive dissonance (Festinger, 1957), and more precisely in the context of the counter-attitudinal advocacy paradigm (Brehm & Cohen, 1962). The aim of this work is triple. First, we challenge the induction of choice adopted within dissonance paradigms using, in our studies, perception of choice as a discrete variable suitable to predict attitude change. Our second goal is to borrow - for a use into dissonance paradigms - variables implied in attitude change within the elaboration likelihood model (Petty & Cacioppo, 1986) than can be used in order to gather the positive and negative thoughts (i.e., elaboration) that participants can produce regarding to an advocacy. We thus hypothesize that a counter-attitudinal advocacy will, under high perceived-choice, lead participants to produce elaboration and attitude change. Our last goal is to assess the impact of other variables than perceived choice that can have an impact on participants’ elaboration. Therefore, we took interest in attitude resistance and reflection delays in order to observe their effect on attitude change.

The phenomenon of "fake news", or misleading online content, is increasingly worrisome due to its large-scale socio-economic impact. Researchers and practitioners attempted to understand what drives the virality and believability of fake news and how to reduce its influence. This research aims to shed light on these questions. Building upon a theoretical account positing that people share fake news because they simply fail to engage in deliberate thinking, we designed an accuracy prompt intervention to encourage people to think effortfully. In a pre-registered study conducted via Prolific (N = 520), we find limited evidence supporting accuracy prompts stylized as warning labels, but only for increasing sharing discernment in true, not fake news. The veracity of news articles does not impact sharing intentions, despite having a sizeable effect on accuracy judgments. This and other findings support the dual processing theory of cognition in the context of fake news. Predispositions towards more intuitive thinking increased belief in fake news and higher distrust in true news. Conversely, a better ability to engage in effortful thinking increases truth discernment. In addition, confirmation bias decreases truth discernment and increases sharing intentions. Politically concordant true headlines are...

Social media sites and platforms have been on the rise for the last decade. Especially sincethe start of the still on-going Covid-19 pandemic it reached an all time high. Over half of theworld’s population is using social media. Everyone knows Facebook, Instagram, YouTube,TikTok, Snapchat, and many more. This fact has not gone unnoticed by companies as theyincreasingly integrate social media into their portfolio. Social media advertising is nowadayseverywhere. There is not a single site without any ads. Regardless the research about it is stillvery scarce. This master thesis will investigate the influence of social media advertising on consumerbehavior. More detailed it will focus on how consumers react to advertisements. For thispurpose, a quantitative survey has been conducted. The base for this survey is a developedconceptual framework based on the Elaboration Likelihood Model and the Value-Belief-Norm theory model. Further factors of the survey include different values and beliefs onwhich the analysis is depending. The main value playing a role in this study is sociallyresponsible consumption behavior. This value tackles how much consumers care about theenvironment and the human society. Simply spoken, how sustainable and how social do theybehave. Furthermore, three beliefs have been chosen in tandem with this value: Self -confidence, impulsiveness, and interpersonal/group influence. All are believed to have animpact on how consumers are perceiving advertisements they see on social media. Eachconnection between the value, the beliefs, and the reaction to advertisements will be tested.Believed connections are between the sustainability value of the consumers and the threebeliefs as well as towards the video. Further, it is believed that the beliefs will have an effecton the reaction to advertisements from consumers. My study will indicate how companies cantake advantage of advertisements to gain more followers on social media and sell moreproducts. The outcome of this study will present a clear picture of the role of sustainable andsocially responsible behavior towards ads on social media as well as the impact of beliefs.

Purpose: The study aims to describe and analyze how investors are influenced by information in decision-making processes regarding equity and debt-based crowdfunding. Theories: Elaboration Likelihood Model, Asymmetric information and previous relatable studies.  Method: Qualitative method with semi-structured interviews. Conclusion - The results from the study showed that central factors can lead to debt-based projects and peripheral factors to equity-based projects. The decision-making processes differed in the two different types of crowdfunding according to the security, or uncertainty, of the project. It also turned out that investors preferred debt-based crowdfunding projects. The study also proved the importance of information for the investors differs whether it is a debt- or equity based project.

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Background: The tourism industry plays a crucial role in the global economy in developing countries such as Nicaragua, where it catalyzes development. Risk perception, safety considerations, user-generated content, and destination image significantly influence travel decision-making processes.    Purpose: The primary purpose of this thesis is to explore the intricate relationship between online travel planning, safety perceptions, and consumer behaviors in unexplored Central American destinations, with Nicaragua as a focal point.   Method: Semi-structured interviews were conducted with 15 participants. 11 participants visited Nicaragua, and four residents within the tourism sector were interviewed for a broader overview of the tourism situation in the country of investigation. An inductive approach was used to conduct a qualitative analysis, followed by a thematic examination of the primary data.   Conclusion: This thesis illuminates the intricate relationship between online information, safety perceptions, and consumer behaviors in travel decision-making. By uncovering the significant impact of online travel planning platforms, visual communication, and UGC on shaping travelers' safety perceptions in Nicaragua, the study offers actionable recommendations to support the sustainable development of the country's tourism sector.

Studien syftar till att analysera equity- och debt baserad crowdfunding i förhållande till studiens primära teori om elaboration likelihood model (ELM) och hur dess variabler påverkar potentiella investerares investeringsbedömningar. Informationsasymmetri och behavioral finance har inkluderats i studien som två kompletterande delteorier. För att undersöka detta har studien avgränsats till potentiella investerare som geografiskt är bosatta i Stockholms län. Undersökningen har genomförts med hjälp av semistrukturerade intervjuer där totalt elva potentiella investerare har intervjuats. Respondenterna har baserats på ett snöbollsurval. Intervjuerna har skett genom att respondenterna tagit del av fyra scenarion som innehåller variabler kopplade till teorin om ELM. Studiens resultat påvisar att potentiella investerare bedömer samt väljer investeringsprojekt utifrån den centrala vägen i ELM teorin, som karaktäriseras av projektets kvalitet vilken är motsatsen till den perifera vägen som istället belyser elektronisk word of mouth (WoM). / The study aims to investigate how equity- and debt based crowdfunding in relation to the study’s primary theory of elaboration likelihood model (ELM) and its variables effect on potential investors’ investment decision. Information asymmetry and behavioral finance has also been included in the study as two complementary theories. To investigate this, the study has been delimited to potential investors who are geographically resident in Stockholm County. The survey has been conducted using semi-structured interviews, where a total of eleven potential investors have been interviewed based on a chain sampling. The potential investors have been presented four scenarios that contain variables linked to the theory of ELM. The study's findings show that potential investors assess and choose investment projects based on the central path of ELM theory, characterized by the quality of the project and opposite to the peripheral road that instead illuminates the electronic word of mouth (WoM).

Martin Lindstrom (2005a) 指出除了視覺，嗅覺其實才是人類五官中最重要的，然而目前國內嗅覺相關之研究仍相當稀少。本研究由消費者之觀點出發，主要探討嗅覺線索與標的產品之一致性與否對消費者態度與購買意願的影響，並分析在「涉入程度」及「品牌概念」的調節作用下，對上述關係有何影響。 本研究經由前測，選擇手錶與運動鞋兩產品類別進入正式實驗，手錶產品類別中，以Swatch為象徵型品牌，CASIO為功能型品牌；運動鞋產品類別則以Puma為象徵型品牌，New Balance為功能型品牌。並以模擬的8張彩色平面廣告，施測於530位政大大學部之學生，進行2 (產品類別：手錶/運動鞋) x 2 (嗅覺線索：一致/不一致) x 2 (涉入程度：高/低) x 2 (品牌概念：象徵型品牌/功能型品牌) 的正式實驗。 研究結果顯示：一、就嗅覺線索主效果而言，與標的產品不一致的嗅覺線索比一致性之嗅覺線索更能提高消費者對產品的評價。二、在品牌概念的調節作用下，與標的產品不一致的嗅覺線索比一致性的嗅覺線索更能提升消費者對產品的評價，此情況在消費者面對功能型品牌時比象徵型品牌還要明顯。 整體而言，嗅覺線索的確會影響消費者對產品之評價。本研究提供行銷人員未來在採用嗅覺線索時，可考量的更多因素，以選擇合適的嗅覺線索加以應用。 / Martin Lindstrom (2005a) pointed out that other than sight, smell is the most important sense in the human anatomy. However, research on smell is still rare. This research sets out from the consumer perspective to discuss the effects that consistency between olfactory cues and target products have on purchase intention. Moderating effects of involvement and brand concept are also studied for their effects on the study. Watches and sport shoes were selected as the target products for this study. The symbolic brand in the watch category is Swatch, whereas the functional brand is CASIO; in terms of sport shoes, the symbolic brand is Puma, while the functional brand is New Balance. A2 (product category: watch / sport shoes) x 2 (olfactory cues: congruity / incongruity)x 2 (involvement: high / low) x 2 (brand concept: symbolic brand /functional brand) experimental design collected data from 530 Chengchi university students through 8 color printed advertisements. Research findings indicate the following. (1) In terms of the main olfactory cue effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. (2) In terms of the brand concept moderating effect, olfactory cues that are incongruent with the target product can better increase consumers’ evaluation of the product than congruent olfactory cues. This is more evident when consumers deal with functional brands than when dealing with symbolic brands. To sum up, olfactory cues do in fact influence consumers’ evaluations of products. This study provides marketers with numerous factors that should be considered when selecting the adequate olfactory cues.