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[{"key": "dc.contributor.author", "value": "Toivonen, Hanna", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-08-08T11:03:46Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-08-08T11:03:46Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2012", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1223801", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/38272", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tavoitteena oli tutkia tavallisten ihmisten k\u00e4ytt\u00f6\u00e4 mainoksen suosittelijoina, tavallisen ihmisen uskottavuutta suosittelijana ja uskottavuuden vaikutusta asenteeseen mainosta ja brandia kohtaan.\r\nAikaisempaa tutkimusta aiheesta l\u00f6ytyi melko v\u00e4h\u00e4n, joten teoriapohjana k\u00e4ytettiin source credibility \u2013teoriaa, jota on k\u00e4ytetty julkisuuden henkil\u00f6it\u00e4 mainosten suosittelijoina tutkittaessa. Muiden aikaisempien tutkimustulosten perusteella mallia muokattiin niin, ett\u00e4 tavallisen ihmisen uskottavuus suosittelijana oletettiin muodostuvan luotettavuudesta, asiantuntijuudesta ja samankaltaisuudesta.\r\nTutkimukseen valittiin kolme erilaista, ulkon\u00e4k\u00f6\u00f6n liittyv\u00e4\u00e4 mainosta, joissa suosittelijoina esiintyi tavallisia naisia. Mainokset olivat Dove Suihkusaippuat, Dove Firming ja Nutrilett \u2013tuotteiden mainoksia. Aineisto ker\u00e4ttiin kvantitatiivisella kyselyll\u00e4 Jyv\u00e4skyl\u00e4n yliopiston opiskelijoilta s\u00e4hk\u00f6postitse, Webropol \u2013ohjelmaa hy\u00f6dynt\u00e4en.\r\nTutkimuksesta selvisi, ett\u00e4 tavallisen ihmisen uskottavuuteen suosittelijana vaikuttaa oletetut tekij\u00e4t: luotettavuus, asiantuntijuus, samankaltaisuus. N\u00e4iden lis\u00e4ksi uskottavuuteen vaikutti kuitenkin my\u00f6s vieh\u00e4tt\u00e4vyys. N\u00e4m\u00e4 vaikuttivat positiivisesti asenteeseen mainosta kohtaan ja asenne mainosta kohtaan vaikutti puolestaan positiivisesti asenteeseen brandia kohtaan. Yll\u00e4tt\u00e4v\u00e4\u00e4 tuloksissa oli se, ett\u00e4 n\u00e4ill\u00e4 tekij\u00f6ill\u00e4 ei ollut kaikissa mainoksissa samanlaista painoarvoa vaan erityisesti asiantuntijuuden ja samankaltaisuuden merkitys vaihteli mainosten v\u00e4lill\u00e4. Sen sijaan luotettavuus oli kaikissa mainoksissa merkitt\u00e4v\u00e4 tekij\u00e4. Asenne mainosta ja brandia kohtaan olivat my\u00f6s osittain p\u00e4\u00e4llekk\u00e4isi\u00e4 faktoreita. Jatkotutkimuksissa voitaisiin selvitt\u00e4\u00e4 tarkemmin miten eri tekij\u00f6iden merkitys vaihtelee eri tilanteissa. Tutkimusta voisi my\u00f6s laajentaa koskemaan laajempaa perusjoukkoa ja kokeilla eri tyyppisi\u00e4 mainoksia, jotta tuloksista saataisiin kattavampia.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Hanna Toivonen (hasuheto) on 2012-08-08 11:03:45.543836. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2012-08-08T11:03:46Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201208082139.pdf: 979281 bytes, checksum: 2806e2fde699030504e81b136fb9f3d3 (MD5)\r\nlicense.html: 5057 bytes, checksum: 1c5eafa7663055cf091025f66f439699 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2012-08-08T11:03:46Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201208082139.pdf: 979281 bytes, checksum: 2806e2fde699030504e81b136fb9f3d3 (MD5)\r\nlicense.html: 5057 bytes, checksum: 1c5eafa7663055cf091025f66f439699 (MD5)\r\n Previous issue date: 2012", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71 sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "suosittelija", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asenne mainosta kohtaan", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brandiasenne", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Tavallisen ihmisen uskottavuus mainoksen suosittelijana ja uskottavuuden vaikutus asenteeseen mainosta ja brandia kohtaan", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201208082139", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, 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