Browsing by Author "Wanat, Tomasz"
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Item ROLA EFEKTU PIERWSZEŃSTWA W PUBLIKACJACH PRASOWYCH(Wydział Prawa i Administracji UAM, 2006) Wanat, TomaszPress articles are sometimes divided in two parts: the introductory one (the lead) and the main one. The paper is an attempt to determine the impact of the lead on the perception of information contained in the main part of a press article. The analysis of the order effect i.e. primacy, recency and the anchoring and adjustment heuristic constituted a theoretical basis. Hypotheses made on that basis were subsequently verified in the course of an experiment. It has been found that the division of a text into the lead and the main body does indeed influence the way in which the text is perceived. Despite identical content, the same text was perceived and evaluated differently, depending on the form of its presentation (divided or undivided). The sequencing of argumentation in the text has also proved to influence the way in which it is perceived. However, a positive (or negative) attitude formed initially, does not always lead, contrary to what was assumed, to a positive (or negative) assessment of the whole text and its message.Item Segmentacja psychograficzna jako metoda badań marketingowych(Wydział Prawa i Administracji UAM, 1994) Wanat, TomaszThe article presents the results of research on market segmentation. Their essence consisted in the use of psychographic criteria, i.e. criteria relating to psychological properties affecting conconsumer behaviour. A sample of 300 inhabitants of Poznań were used in the research. Data collected with the use of questionna ires were first processed with factor analysis allowing to limit the number of variables, and then clustering analysis allowing to create certain groups. 6 such groups, called segments were distinguished: t he active, conservatives, townspeople, t he passive, aspiration- holders, and traditionalists. Each of the segments is characterized by a different lifestyle, and consequently, a different approach to shopping.