En djupdykning i reklamundvikelse
This paper aims to investigate if the underlying effects of the marketing phenomena clutter can be explained by negative priming. Although a lot of research has been made in the field of marketing, many people still claim "all marketing is good marketing", which we intended to challenge. In order to do this a tailored experiment analyzing the effects of clutter was created. The experiment consisted of two activities with the objective to manipulate the participants by making them avoid distracters. To maintain high ecological validity throughout the experiment actual brands were used as distracters. The result of the experiment reflected both the recognition and the cheeriness effects of the participating brands. Unlike our original hypothesis the recognition did not seem to be affected by whether a brand was classified as a distracter or not. We did however find support to the hypothesis that distracter brands would experience a devaluation effect of cheeriness. This was concluded when comparing the cheeriness of the manipulated group with a control group. This field of research is rather untouched which is why we believe further research in larger scale must be conducted in order to answer the question; what are the effects of avoiding clutter.