I huvudet på framtidens konsumenter. En studie om negativ kategorisering av konsumenter och sökords potential som marknadsföringsredskap.
This thesis examines effects that occur when consumers are placed in a negative category by the sender in an internet marketing context. The effects studied are attitude towards the ad, attitude towards the media, sense of being monitored and sense of being categorized. The authors argue that consumers will become increasingly aware of the fundamentals of internet marketing and how advertisements online are being directed towards them. Consumers will thus, to a larger extent than today, analyze advertisements and how they have been individually categorized by the sender. This will affect the way advertisements are perceived. The thesis also examines what transparency in regards to consumer categorization would have on these effects. Finally, consequences of consumers? relative position to the category are explored.