The purpose of the study was to test whether it was possible to prime the participants to think more about the environment and thereby pay more attention to the green advertising signs then the red ones. To fulfill the purpose, the framing of a question that was constructed was: “is there a difference between group “primed” and group “non-primed” in which color they pay more attention to in advertising signs?”. In order to be able to test the question, a questionnaire study was carried out with an experimental design where half of the participants had to read a text about the environment and half had to answer questions about which advertising signs they noticed first directly. The participants were collected through Facebook groups. The random samples that were taken consisted of 100 people. The results obtained from the collected data were done using a Chi-square test. The result showed that there was a significant difference between the groups in how they answered, “don’t know”. However, there was no significant difference between the groups in how they answered that they noticed green and red in the advertising signs. Further discussion was made on how the environmental text that half of the participants read seems to have made them more uncertain in their choices and do not seem to want to choose any of the advertising signs. Can the results given indicate that the participants associate environment with not only green but also that consumption and advertising are often associated with a bad environment.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-96235 |
| Date | January 2023 |
| Creators | Axford, Olivia |
| Publisher | Karlstads universitet, Institutionen för sociala och psykologiska studier (from 2013) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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