The impact of type of language and number of reasons on purchase intent
Autor(a) principal: | |
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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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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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137837376864256 |