AbstractsBusiness Management & Administration

This project investigates the attitude of 15-20 year olds towards a product consisting of three different campaign posters. The idea behind the product is to work as an alternative method to introduce history learning into their everyday lives. In order to answer the main question to this project, a series of interviews were conducted to test how the product was received and understood by the target audience. The interviews also served as a means to get to know the target audience and their relation to history and learning. Furthermore, the chances for this product to be used successfully and for the intended innovation to be adopted were also investigated. Subsequently, the interviews were analysed with the help of Everett M. Rogers’ Diffusion of Innovation Theory and Kim Schrøder’s Reception Research Theory.