Výzkum působení humoru na spotřebitelské chování

Abstract

Attached bachelor thesis deal with the effect of humor in advertising. The main goal of this work is to find out how consumers perceive humor, if it is an effective marketing tool in the theoretical part there are first defined general terms such as advertising, consumer, humor, the use of humor in advertising, humor in the media and others. the practical part contains an exploratory survey and subsequent analysis of the results. CAWI, i.e. the questionnaire in electronic form, took place first. After collecting the necessary data, research was conducted to determine the effect of humor in advertising. Subsequently, the hypotheses that were established at the beginning of the work were substantiated. From the acquired knowledge, the penultimate chapter discusses possible recommendations and suggestions for further research.