Negativní emocionální apely v reklamě: vizuální pozornost a vnímání

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dc.contributor.authorPetrová, Tereza
dc.contributor.authorNovák, Michal
dc.contributor.authorBažantová, Simona
dc.contributor.authorGunina, Daria
dc.date.accessioned2021-01-08T09:45:31Z
dc.date.available2021-01-08T09:45:31Z
dc.date.issued2020
dc.description.abstract-translatedThe main goal of this research is to analyse how Millennials perceive negative emotional appeals in audio-visual commercials. It is an important topic since these appeals can have a very significant effect on consumers and should not be used carelessly. The results bring interesting information useful for everyone who would consider using negative emotional appeals. The results show that men are more able to accept the depiction of an unpleasant situation within the commercial. Furthermore, it shows that if the threat displayed in the ad is considered probable, there is a greater chance that it will affect the viewer. The results bring new knowledge about the perception of ads with negative appeals and can be beneficial for companies that are considering their use. It also brings knowledge about the perception of advertising millennials, which can be beneficial for companies that target this consumer segment.en
dc.format12 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationTrendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2020, roč. 10, č. 2, s. 24-35.cs
dc.identifier.doihttps://doi.org/10.24132/jbt.2020.10.2.24_35
dc.identifier.issn1805-0603
dc.identifier.urihttp://hdl.handle.net/11025/42378
dc.language.isocscs
dc.publisherZápadočeská univerzita v Plznics
dc.rights© Západočeská univerzita v Plznics
dc.rights.accessopenAccessen
dc.subjectreklamycs
dc.subjectinzercecs
dc.subjectstrach odvolánícs
dc.subjecteye-trackingcs
dc.subjectodvolání vinycs
dc.subject.translatedadvertisementen
dc.subject.translatedcommercialsen
dc.subject.translatedfear appealen
dc.subject.translatedguilty appealen
dc.subject.translatedeye-trackingen
dc.titleNegativní emocionální apely v reklamě: vizuální pozornost a vnímánícs
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

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