{"id":37909,"date":"2026-01-19T12:59:30","date_gmt":"2026-01-19T11:59:30","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&p=37909"},"modified":"2026-01-19T12:59:30","modified_gmt":"2026-01-19T11:59:30","slug":"7-1-kindle-fire-influence-on-the-perception-of-net-benefits-through-advertising","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/7-1-kindle-fire-beeinflussung-der-wahrnehmung-des-nettonutzens-durch-werbung\/","title":{"rendered":"7-1: Kindle Fire - Influencing the perception of net benefit through advertising"},"content":{"rendered":"

Marketing textbook, Keywords<\/span><\/p>\n\n\n\n

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Tablets are mainly bought by young consumers and business people, with Apple's iPad Air being the most popular. Amazon entered the tablet market with the Kindle Fire and used advertising to try to positively influence the perception of the net benefit of its own product.<\/strong><\/p>\n\n\n\n

The aim of the advert was to increase the perceived net benefit of the Kindle Fire compared to the iPad Air by focusing on the price difference with the same gross benefit. To this end, the quality of the two displays is first compared and the narrator comes to the conclusion: \u201eYou probably can't tell the difference ...\u201c. The prices of the two tablet brands are then compared and the speaker states: \u201e... but your wallet definitely will.\u201c<\/p>\n\n\n\n

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Comparison between the iPad Air from Apple and the Kindle Fire from Amazon in the advert.<\/figcaption><\/figure>\n<\/div><\/div>\n\n\n
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Sources:<\/strong><\/h4>\n\n\n\n