The impact of type of language and number of reasons on purchase intent

Detalhes bibliográficos
Autor(a) principal: Botelho, Eduardo Taborda Ferreira
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/10326
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling The impact of type of language and number of reasons on purchase intentTechnical languageNumber of reasonsPurchase intentA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsIn many industries, as competition gets more intense, differentiation becomes increasingly more important and brands need to communicate their product advantages. There are many different ways of communicating product benefits, and many firms choose to use very specific technical terms in their communication. An experiment was conducted, replicating a real decision making situation, using claims with daily versus technical language and manipulating the Number of Reasons presented to support the product’s benefit. Then, Purchase Intent was measured according to the claim used. Results indicate that, for low involvement products, the use of technical terms without explaining them, as well as presenting one versus two reasons, has no impact on Purchase Intent. Results are discussed.NSBE - UNLDe Wilde, ElsRUNBotelho, Eduardo Taborda Ferreira2013-08-09T09:07:46Z2010-062010-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/10326enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:44:02Zoai:run.unl.pt:10362/10326Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:24.213769Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The impact of type of language and number of reasons on purchase intent
title The impact of type of language and number of reasons on purchase intent
spellingShingle The impact of type of language and number of reasons on purchase intent
Botelho, Eduardo Taborda Ferreira
Technical language
Number of reasons
Purchase intent
title_short The impact of type of language and number of reasons on purchase intent
title_full The impact of type of language and number of reasons on purchase intent
title_fullStr The impact of type of language and number of reasons on purchase intent
title_full_unstemmed The impact of type of language and number of reasons on purchase intent
title_sort The impact of type of language and number of reasons on purchase intent
author Botelho, Eduardo Taborda Ferreira
author_facet Botelho, Eduardo Taborda Ferreira
author_role author
dc.contributor.none.fl_str_mv De Wilde, Els
RUN
dc.contributor.author.fl_str_mv Botelho, Eduardo Taborda Ferreira
dc.subject.por.fl_str_mv Technical language
Number of reasons
Purchase intent
topic Technical language
Number of reasons
Purchase intent
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2010
dc.date.none.fl_str_mv 2010-06
2010-06-01T00:00:00Z
2013-08-09T09:07:46Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/10326
url http://hdl.handle.net/10362/10326
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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