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Percorrer por autor "Heseler, Mona"

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  • Beyond the coffee cup : investigating the effects of breaking functional fixedness on consumer decision-making in social media advertising
    Publication . Heseler, Mona; Almeida, Filipa de
    This thesis explores the impact of breaking functional fixedness in social media advertisements on consumer engagement, product recall and purchase intention, addressing the research question: how does breaking functional fixedness affect consumer decision-making processes? Using a sample of 147 participants divided into experimental and control groups, the study employed a survey-based experimental design to assess cognitive engagement, recall and purchase intentions using validated scales and mediation analysis. The results show that breaking functional fixedness increases cognitive engagement and product recall, but does not significantly affect purchase intentions. These findings suggest that, while behavioural outcomes may need to be aligned with consumer motivations and preferences, strategies that break functional fixedness can foster deeper engagement. This study contributes to the dual-process theory literature and advertising creativity research, and provides practical insights for the design of innovative advertisements. Future research should explore the interplay between creative strategies, such as breaking functional fixedness, and other factors, such as emotional and motivational drivers, to better understand their role in shaping consumer behaviour.
    2025-01-31Dissertação de mestrado Acesso aberto Ver mais