Consumer Information Processing (CIP) handlar om hur vi som konsumenter tar till ossoch påverkas av den information som ständigt omger oss vid en beslutssituation. Ämnethar länge varit i fokus för forskning inom marknadsföring då detta naturligtvisintresserar företagen i hög grad. Tidigare forskning hävdar att när vi som konsumentertar till oss av de intryck som omger oss, bearbetas dessa intryck tillsammans med dekunskaper vi har sedan tidigare (bottom-up processing och top-down processing).Studier har visat att information som tilldelas oss kan ha direkt påverkan på våra sinnenoch hur vi upplever en produkt.Denna studie undersökte hur olika typer av tilläggsinformation påverkade konsumentersupplevda smak av vin. Tolv testpersoner studerades i ett experiment bestående av tresteg där olika betyg presenterades på de viner testpersonerna bedömde. Resultatet avstudien visade att kvinnor i högre grad påverkas av negativ tilläggsinformation medanmän i högre grad påverkas av positiv tilläggsinformation. / The subject of Consumer Information Processing (CIP) addresses how we as consumersgets affected by the present amount of information that constantly surrounds us in adecision situation. This subject has long been in the center of focus for research withinthe field of marketing because the high level of interest from a company viewpoint.Earlier research claims that a process occours when surrounding information reaches theconsumer, involving both the surrounding information but also the consumer´s ownprevious knowledge and experiences (bottom-up and top-down processing). Studieshave shown that added information can actually have direct affect on how our senseswork and therefore also affect how we perceive a product.This paper studied the affect of different types of added information on consumer'sperceived taste of wine. A total of twelve participants were studied in an experimentconstisting of three steps. Different ratings of the wines were presented to theparticipants prior to judging. The result of the study showed that women were affectedby negativ type of added information at a higher rate, whilst men were more affected bypositive added information.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-26423 |
| Date | January 2014 |
| Creators | Berg, Conny |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper |
| 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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