Does alcohol advertising impact differently upon informed and uninformed consumers? A study of the impact of beer advertisements upon hospitality and other student populations
Clark, Jack Ernest Nunneley
Cardiff Metropolitan University
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This dissertation is a study into the relationship between alcohol advertising and different consumer segments whose knowledge in the field of alcohol studies is either limited or excellent. This dissertation delves into the cognitive theory behind the processes taken when viewing alcohol advertisements and how this influences their relationship and buyer behaviour towards the brands. The objectives set by the author were to research all relevant literature surrounding advertising and alcohol. Furthermore to compile two focus groups consisting of subjects who are studying in the field of alcohol and the other was to consist of those who do not. The author hoped the results would show a distinct difference between the two segments and draw themes and beliefs from the participants to understand why and how they feel about the advertisements. From the results of this investigation the author has drawn out definitive conclusions and developed recommendations for future research.
BA (Hons) Hospitality Management
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