Decoding the enigma: investigating the impact of using mystery in marketing campaigns on consumer engagement and purchase intention
David, Erin Gabriela (A.A. 2023/2024) Decoding the enigma: investigating the impact of using mystery in marketing campaigns on consumer engagement and purchase intention. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 63. [Master's Degree Thesis]
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Abstract/Index
Theoretical background. The concept of “mystery” in psychology and marketing. “Fear of missing out” in marketing. Risk aversion. Relationships between constructs. Experimental research. Conceptual model. Data analysis & results.
References
Bibliografia: pp. 37-50.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Neuromarketing |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | Costabile, Michele |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 17 Dec 2024 13:58 |
| Last Modified: | 17 Dec 2024 13:58 |
| URI: | https://tesi.luiss.it/id/eprint/40665 |
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