Analýza postojů spotřebitelů k propagaci true crime obsahu

Abstract

This bachelor thesis focuses on the analysis of consumer attitudes toward the promotion of true crime content. Its main objective is to analyse the relationship between consumer preferences and the ethical evaluation of individual advertising elements, while also examining whether the perceived unethical nature of promotion influences the audience’s willingness to consume such content. The theoretical part defines key concepts related to consumer behaviour, the specifics of the true crime genre, and the ethical dilemmas associated with it, including the mechanisms of shock advertising. The practical part is based on quantitative research conducted through an online questionnaire survey among 151 respondents. The data analysis revealed that analytical and procedural aspects of criminal cases are perceived as the most attractive elements, while the glorification of offenders and the inappropriate use of victims’ identities are evaluated very critically. The findings also pointed to the presence of a cognitive contradiction, in which controversial advertising can attract attention and motivate content consumption despite the audience’s moral disagreement with its form. Based on the obtained findings, interpretative conclusions and possible implications for marketing practice were formulated.