In recent decades, researchers have studied several different factors of advertising that affect an individual's subjective well-being. Many have focused on long-term effects, such as materialism, while some have investigated short-term or affective effects on consumers' subjective well-being. In their studies, they have demonstrated that consumers are influenced by both the characteristics of advertisements, such as creativity, informativeness, deceptiveness and emotional appeal, as well as the advertised price and the quantity of advertisements, which individuals increasingly encounter on more and more platforms. However, no research has yet compared these factors with each other, given the available data. The question of what has the greatest impact on consumers' subjective well-being is therefore the focus of my master's thesis. Using empirical research (a questionnaire), I confirmed the hypothesis that the quantity of advertising has a greater impact on an individual's subjective well-being than the characteristics of the advertisement and the advertised price. I found that consumers would prefer to see fewer ads, regardless of whether the ad's characteristics are at the highest level (very creative, informative, emotionally appealing and not deceptive) and the price of the advertised product is affordable. The findings of the master's thesis are important both for advertisers, who can adjust their advertising strategies accordingly, and for decision-makers, who could decide on regulation that would improve the subjective well-being of the citizens.
|
