Kommunikationens utformning i prospekt
Previous research analyzing information and communication effects regarding high-involvement purchases has so far concerned communication length and the use of salient attributes. Studies investigating the effects of communication on a word-level is however limited. For a high-involvement purchase like an apartment the need for information is vital in the customers purchase decision. The main purpose of this study is to investigate whether the communication in the prospectus varies based on sales success. The study connects research in information search, high-involvement purchases, communication length and information vividness. 67 apartments prospectuses represent the study's data material and have been analysed based on text length and proportion of adjectives. Our results show that there is a difference in communications design between more and less successful sales. Successful sales were found to contain more information (number of words) about the apartments properties, less information about the housing association and more vivid information (proportion of adjectives). The results open up a discussion about communication impact on the buyer's approach in the housing market.