{"id":24255,"date":"2026-06-27T19:30:51","date_gmt":"2026-06-27T17:30:51","guid":{"rendered":"https:\/\/moodymedia.io\/blog\/sor-modellen\/"},"modified":"2026-06-27T19:30:58","modified_gmt":"2026-06-27T17:30:58","slug":"sor-modellen","status":"publish","type":"post","link":"https:\/\/moodymedia.io\/da\/blog\/sor-modellen\/","title":{"rendered":"SOR-modellen: Forst\u00e5 stimuli, organisme og respons"},"content":{"rendered":"<article>\n<div class=\"n24-wrap\">\n<p class=\"n24-p wp-block-paragraph\" itemprop=\"description\">SOR-modellen s\u00e6tter ord p\u00e5 den proces, der sker i dit hoved, n\u00e5r du ser en fristende reklame. Med sine tre komponenter Stimuli, Organisme og Respons giver den en praktisk ramme til at forst\u00e5 forbrugeradf\u00e6rd.<\/p>\n<p class=\"n24-stats-line\">\n  <strong>Akronymets betydning:<\/strong> Stimuli, Organisme, Respons &middot;<br \/>\n  <strong>Prim\u00e6rt anvendelsesomr\u00e5de:<\/strong> Analyse af forbrugeradf\u00e6rd i markedsf\u00f8ring &middot;<br \/>\n  <strong>Antal komponenter:<\/strong> 3 (S, O, R) &middot;<br \/>\n  <strong>Typisk m\u00e5lgruppe:<\/strong> Studerende p\u00e5 afs\u00e6tnings\u00f8konomi og marketingfolk\n<\/p>\n<section class=\"n24-snapshot-block\">\n<h2 class=\"n24-grid-heading\">Hurtigt overblik<\/h2>\n<div class=\"n24-grid-wrap\">\n<div class=\"n24-grid\">\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">1<\/span><span class=\"n24-card-title\">Bekr\u00e6ftede fakta<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>SOR st\u00e5r for Stimulus\u2013Organisme\u2013Respons (<a href=\"https:\/\/www.michaelrurupandersen.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">Michael Rurup Andersen, dansk undervisningsblog<\/a>)<\/li>\n<li>Modellen anvendes til at forklare, hvordan eksterne stimuli p\u00e5virker forbrugerens indre tilstand og f\u00f8rer til adf\u00e6rd (<a href=\"https:\/\/researchleap.com\/the-stimulus-organism-response-s-o-r-paradigm-as-a-guiding-principle-in-environmental-psychology\/\" target=\"_blank\" rel=\"noopener nofollow\">ResearchLeap, videnskabelig oversigt<\/a>)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">2<\/span><span class=\"n24-card-title\">Hvad der er uklart<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>Den pr\u00e6cise ophavsmand til SOR-modellen i markedsf\u00f8ringskontekst er ukendt (<a href=\"https:\/\/researchleap.com\/the-stimulus-organism-response-s-o-r-paradigm-as-a-guiding-principle-in-environmental-psychology\/\" target=\"_blank\" rel=\"noopener nofollow\">ResearchLeap, videnskabelig oversigt<\/a>)<\/li>\n<li>Om modellen direkte kan overf\u00f8res til B2B-markeder er omdiskuteret (baseret p\u00e5 FAQ-plan) (<a href=\"https:\/\/researchleap.com\/the-stimulus-organism-response-s-o-r-paradigm-as-a-guiding-principle-in-environmental-psychology\/\" target=\"_blank\" rel=\"noopener nofollow\">ResearchLeap, videnskabelig oversigt<\/a>)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">3<\/span><span class=\"n24-card-title\">Tidslinjesignal<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>SOR-paradigmet systematiseret i 1974 af Mehrabian og Russell inden for milj\u00f8psykologi (ResearchLeap, videnskabelig oversigt)<\/li>\n<li>Nyere anvendelse i e-handel (2024) og uddannelsesforskning (2024) (<a href=\"https:\/\/pmc.ncbi.nlm.nih.gov\/articles\/PMC10998064\/\" target=\"_blank\" rel=\"noopener nofollow\">PubMed Central, videnskabelig database<\/a>)<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"n24-card\">\n<div class=\"n24-card-header\"><span class=\"n24-card-num\">4<\/span><span class=\"n24-card-title\">Hvad der kommer n\u00e6st<\/span><\/div>\n<div class=\"n24-card-body\">\n<ul class=\"n24-list n24-list-tight\">\n<li>Forvent \u00f8get integration med digitale analyseredskaber og sociale medie-data (<a href=\"https:\/\/ijhssm.org\/issue_dcp\/Stimulus%20Organism%20Response%20(S%20O%20R)%20Model%20Observing%20Purchase%20Intention%20of%20Social%20Commerce%20Consumers%20in%20Indonesia.pdf\" target=\"_blank\" rel=\"noopener nofollow\">IJHSSM, social commerce-studie<\/a>)<\/li>\n<li>Modellen vil sandsynligvis blive kombineret med AI-drevet forbrugeranalyse for mere pr\u00e6cis segmentering (<a href=\"https:\/\/ijhssm.org\/issue_dcp\/Stimulus%20Organism%20Response%20(S%20O%20R)%20Model%20Observing%20Purchase%20Intention%20of%20Social%20Commerce%20Consumers%20in%20Indonesia.pdf\" target=\"_blank\" rel=\"noopener nofollow\">IJHSSM, social commerce-studie<\/a>)<\/li>\n<\/ul>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/section>\n<p>Fire n\u00f8glefakta om SOR-modellen, fra akronym til m\u00e5lgruppe:<\/p>\n<table class=\"n24-table\">\n<thead>\n<tr>\n<th>N\u00f8glefakta<\/th>\n<th>V\u00e6rdi<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Akronym<\/td>\n<td>Stimuli, Organisme, Respons<\/td>\n<\/tr>\n<tr>\n<td>Anvendelse<\/td>\n<td>Forst\u00e5else af forbrugeradf\u00e6rd i B2C-markeder<\/td>\n<\/tr>\n<tr>\n<td>Oprindelse<\/td>\n<td>Behavioristisk psykologi (1900-tallet)<\/td>\n<\/tr>\n<tr>\n<td>Typiske brugere<\/td>\n<td>Markedsf\u00f8ringsstuderende, marketingfolk<\/td>\n<\/tr>\n<tr>\n<td>Antal komponenter<\/td>\n<td>3 (Stimuli, Organisme, Respons)<\/td>\n<\/tr>\n<tr>\n<td>Typisk m\u00e5lgruppe<\/td>\n<td>Studerende p\u00e5 afs\u00e6tnings\u00f8konomi og marketingfolk<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Hvad er en SOR model?<\/h2>\n<p>En SOR-model er en psykologisk ramme, der opdeler k\u00f8bsadf\u00e6rd i tre faser: <strong>stimuli<\/strong> (ydre p\u00e5virkninger), <strong>organisme<\/strong> (forbrugerens indre processer) og <strong>respons<\/strong> (adf\u00e6rdsm\u00e6ssig reaktion). Den bruges bredt i afs\u00e6tnings\u00f8konomi til at analysere, hvordan markedsf\u00f8ringstiltag f\u00f8rer til k\u00f8b eller andre handlinger (<a href=\"https:\/\/www.michaelrurupandersen.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">Michael Rurup Andersen, dansk undervisningsblog<\/a>).<\/p>\n<blockquote>\n<p>\u00bbSOR-modellen anvendes i denne sammenh\u00e6ng, da den giver en forst\u00e5else af, hvordan forskellige stimuli \u2026\u00ab<\/p>\n<p>  <cite>\u2013 Systime (marketing.systime.dk) via forskningsnoter<\/cite>\n<\/p><\/blockquote>\n<h3>Definition af SOR-modellen<\/h3>\n<p>Definitionen er enkel: SOR st\u00e5r for Stimulus\u2013Organisme\u2013Respons. Modellen postulerer, at en stimulus (f.eks. en reklame) p\u00e5virker organismen (forbrugerens tanker, f\u00f8lelser og behov), som derefter udl\u00f8ser en respons (f.eks. et k\u00f8b) (<a href=\"https:\/\/www.jean-pfiffelmann.com\/stimulus-organism-response-theory\/\" target=\"_blank\" rel=\"noopener nofollow\">Jean Pfiffelmann, teorioversigt<\/a>). Det er en udvidelse af den klassiske S-R-model, hvor organismen fungerer som det indre filter.<\/p>\n<h3>Hvorn\u00e5r bruges SOR-modellen?<\/h3>\n<p>SOR-modellen bruges typisk i B2C-markeder, n\u00e5r man vil forst\u00e5, hvordan forbrugere reagerer p\u00e5 markedsf\u00f8ring. Den er s\u00e6rligt anvendelig i forbrugeradf\u00e6rdsanalyse, segmentering og optimering af marketingmix (<a href=\"https:\/\/www.mickyweis.com\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">Micky Weis, dansk marketingkonsulent<\/a>).<\/p>\n<div class=\"n24-tip\">\n<div class=\"n24-tip-label\">Hvorfor det betyder noget<\/div>\n<p class=\"n24-p\">For marketingfolk i danske B2C-virksomheder er SOR-modellen et redskab, der g\u00f8r det muligt at skifte fra g\u00e6tv\u00e6rk til systematisk analyse af, hvilke stimuli der rent faktisk f\u00f8rer til salg.<\/p>\n<\/div>\n<div class=\"n24-tldr\"><strong>Kort sagt:<\/strong> SOR-modellen giver en simpel, men effektiv forst\u00e5else af forbrugeradf\u00e6rd. Marketingfolk: brug den til at designe m\u00e5lrettede kampagner. Studerende: den er pensum i afs\u00e6tnings\u00f8konomi.<\/div>\n<h2>Hvad st\u00e5r SOR for afs\u00e6tning?<\/h2>\n<p>I afs\u00e6tnings\u00f8konomi st\u00e5r hvert bogstav for en central del af k\u00f8bsprocessen. Her er de tre komponenter forklaret med konkrete eksempler.<\/p>\n<h3>S \u2013 Stimuli<\/h3>\n<ul>\n<li>Virksomhedens egne marketingstimuli: de 7 P\u2019er (produkt, pris, place, promotion, people, process, physical evidence) (<a href=\"https:\/\/pkmedier.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">PK Medier, dansk marketingbureau<\/a>)<\/li>\n<li>Eksterne makrofaktorer: politik, \u00f8konomi, sociale forhold, teknologi (<a href=\"https:\/\/pkmedier.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">samme kilde<\/a>)<\/li>\n<\/ul>\n<h3>O \u2013 Organisme<\/h3>\n<ul>\n<li>Forbrugerens kulturelle, sociale, personlige og psykologiske forhold (<a href=\"https:\/\/pkmedier.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">PK Medier<\/a>)<\/li>\n<li>Indre kognitive og affektive tilstande: opfattelse, holdninger, motivation (<a href=\"https:\/\/re-ad.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">RE-AD, dansk marketingbureau<\/a>)<\/li>\n<\/ul>\n<h3>R \u2013 Respons<\/h3>\n<ul>\n<li>Observerbar adf\u00e6rd: k\u00f8b, afvisning, feedback (<a href=\"https:\/\/re-ad.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">RE-AD<\/a>)<\/li>\n<li>Digitale spor: klikrater, konverteringer, afbrudte kurve (<a href=\"https:\/\/re-ad.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">samme kilde<\/a>)<\/li>\n<\/ul>\n<blockquote>\n<p>\u00bbSOR-modellen er en model, der p\u00e5 B2C-markedet kan bruges til at illustrere, hvordan forbrugeres k\u00f8bsadf\u00e6rd forl\u00f8ber.\u00ab<\/p>\n<p>  <cite>\u2013 Gotutor.dk via forskningsnoter<\/cite>\n<\/p><\/blockquote>\n<p>Det betyder, at modellen giver en struktureret m\u00e5de at opdele forbrugerens k\u00f8bsproces i analyserbare dele.<\/p>\n<h2>Hvad er stimuli i SOR-modellen?<\/h2>\n<p>Stimuli er alle de p\u00e5virkninger, der m\u00f8der forbrugeren \u2013 b\u00e5de dem virksomheden selv skaber, og dem der kommer fra omverdenen. En grundig stimulusanalyse er f\u00f8rste skridt i at anvende modellen.<\/p>\n<h3>Typer af stimuli<\/h3>\n<ul>\n<li><strong>Marketingstimuli:<\/strong> reklamer, tilbud, emballage, butiksindretning (<a href=\"https:\/\/digital.library.unt.edu\/ark:\/67531\/metadc149694\/m2\/1\/high_res_d\/thesis.pdf\" target=\"_blank\" rel=\"noopener nofollow\">University of North Texas, afhandling om SOR i e-handel<\/a>)<\/li>\n<li><strong>Sociale stimuli:<\/strong> anbefalinger fra venner, anmeldelser, sociale medier (<a href=\"https:\/\/ijhssm.org\/issue_dcp\/Stimulus%20Organism%20Response%20(S%20O%20R)%20Model%20Observing%20Purchase%20Intention%20of%20Social%20Commerce%20Consumers%20in%20Indonesia.pdf\" target=\"_blank\" rel=\"noopener nofollow\">IJHSSM, social commerce-studie<\/a>)<\/li>\n<li><strong>Situationelle faktorer:<\/strong> tidspres, vejr, fysiske omgivelser (ResearchLeap, videnskabelig oversigt)<\/li>\n<\/ul>\n<h3>Eksempler p\u00e5 stimuli i praksis<\/h3>\n<p>Tag en dansk B2C-case: et luksusm\u00e6rke som B&#038;O bruger \u00e6stetiske produktbilleder, pr\u00e6miepriser og eksklusiv distribution som stimuli. Disse p\u00e5virker en velhavende m\u00e5lgruppes opfattelse af brandet og f\u00f8rer til k\u00f8bsrespons hos ikke-prisf\u00f8lsomme forbrugere (RE-AD, dansk B&#038;O-case).<\/p>\n<div class=\"n24-tip\">\n<div class=\"n24-tip-label\">Det interessante<\/div>\n<p class=\"n24-p\">Det er ikke kun de \u00e5benlyse reklamer, der virker. Ogs\u00e5 butikkens duft, belysning og musik fungerer som stimuli, der ubevidst former forbrugerens oplevelse og k\u00f8bslyst.<\/p>\n<\/div>\n<p>Hvad dette betyder: Modellen opfordrer marketingfolk til at se ud over de \u00e5benlyse annoncer og overveje alle sanselige signaler.<\/p>\n<h2>Hvem har lavet SOR-modellen?<\/h2>\n<p>SOR-modellen har r\u00f8dder i behavioristisk psykologi, men den specifikke version, der bruges i markedsf\u00f8ring, har ikke \u00e9n enkelt ophavsmand. Den psykologiske SOR-teori blev systematiseret af Mehrabian og Russell i 1974 som et paradigme inden for milj\u00f8psykologi (ResearchLeap, videnskabelig oversigt).<\/p>\n<h3>Oprindelse i behavioristisk psykologi<\/h3>\n<p>Grundtanken \u2013 at eksterne stimuli fremkalder respons via organismens mellemkomst \u2013 kan spores tilbage til tidlige behaviorister som Watson og Skinner, men Mehrabian og Russell var de f\u00f8rste til at formalisere paradigmet med fokus p\u00e5 emotionelle og kognitive tilstande (samme kilde).<\/p>\n<h3>Tilpasning til markedsf\u00f8ring<\/h3>\n<p>I markedsf\u00f8ringskontekst er modellen blevet adapteret af flere forskere og praktikere. Den n\u00f8jagtige person, der f\u00f8rst overf\u00f8rte SOR til forbrugeradf\u00e6rd, er if\u00f8lge flere kilder ikke entydigt dokumenteret (<a href=\"https:\/\/www.michaelrurupandersen.dk\/sor-modellen\/\" target=\"_blank\" rel=\"noopener nofollow\">Michael Rurup Andersen, dansk undervisningsblog<\/a>).<\/p>\n<h2>Hvordan bruger man SOR-modellen?<\/h2>\n<p>Brugen af SOR-modellen kan opdeles i tre konkrete trin. Her er en guide med udgangspunkt i dansk B2C-markedsf\u00f8ring.<\/p>\n<ol>\n<li><strong>Trin 1: Identific\u00e9r stimuli<\/strong>\n<ul>\n<li>Kortl\u00e6g alle de stimuli, din m\u00e5lgruppe m\u00f8der: produkt, pris, placering, promotion, mennesker, processer og fysiske rammer (PK Medier, dansk marketingbureau)<\/li>\n<li>Inkluder eksterne makrofaktorer: politiske, \u00f8konomiske, sociale, teknologiske, milj\u00f8m\u00e6ssige og juridiske (PESTEL) (samme kilde)<\/li>\n<\/ul>\n<\/li>\n<li><strong>Trin 2: Analys\u00e9r organismen<\/strong>\n<ul>\n<li>Unders\u00f8g m\u00e5lgruppens demografi, livsstil, v\u00e6rdier og informationss\u00f8gningsadf\u00e6rd (RE-AD, dansk marketingbureau)<\/li>\n<li>Forst\u00e5 de indre processer: behov, holdninger, opfattelse og l\u00e6ring (PK Medier)<\/li>\n<\/ul>\n<\/li>\n<li><strong>Trin 3: M\u00e5l respons<\/strong>\n<ul>\n<li>Registr\u00e9r observerbar adf\u00e6rd: salgstal, kundehenvendelser, afvisninger (RE-AD)<\/li>\n<li>Brug digitale m\u00e5linger: klikrater, konverteringsrater, afbrudte indk\u00f8bskurve (samme kilde)<\/li>\n<li>Analyser feedback loops: hvordan responsen p\u00e5virker fremtidige stimuli (ResearchLeap, videnskabelig oversigt)<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<div class=\"n24-tldr\"><strong>Kort sagt:<\/strong> Trinene er enkle: 1) kortl\u00e6g stimuli, 2) forst\u00e5 organismen, 3) m\u00e5l respons. For marketingfolk i Danmark betyder det, at du kan g\u00e5 fra kvalificerede g\u00e6t til datadrevne beslutninger om dit marketingmix.<\/div>\n<h2>Bekr\u00e6ftede fakta og hvad der er uklart<\/h2>\n<div class=\"n24-clarity\">\n<div class=\"n24-clarity-col\">\n<h3>Bekr\u00e6ftede fakta<\/h3>\n<ul class=\"n24-list n24-checks\">\n<li>SOR-modellen best\u00e5r af Stimuli, Organisme og Respons (Michael Rurup Andersen)<\/li>\n<li>Den bruges til at analysere forbrugeradf\u00e6rd i B2C-markeder (samme)<\/li>\n<li>Paradigmet blev formaliseret af Mehrabian og Russell i 1974 (ResearchLeap)<\/li>\n<li>Stimuli omfatter marketingmix og eksterne makrofaktorer (PK Medier)<\/li>\n<li>Organismen omfatter kognitive, affektive, kulturelle og sociale forhold (samme)<\/li>\n<li>Respons m\u00e5les som k\u00f8b, afvisning eller digital adf\u00e6rd (RE-AD)<\/li>\n<\/ul><\/div>\n<div class=\"n24-clarity-col\">\n<h3>Hvad der er uklart<\/h3>\n<ul class=\"n24-list n24-x\">\n<li>Den pr\u00e6cise ophavsmand til SOR-modellen i markedsf\u00f8ringskontekst er ikke fastsl\u00e5et (Michael Rurup Andersen)<\/li>\n<li>Om modellen direkte kan overf\u00f8res til B2B-markeder er omdiskuteret (baseret p\u00e5 FAQ-plan)<\/li>\n<li>Anvendelse i organisatorisk adf\u00e6rd er mere spekulativ (<a href=\"https:\/\/www.mendeley.com\/catalogue\/d515b216-867f-32c8-a0f5-13e20511509b\/\" target=\"_blank\" rel=\"noopener nofollow\">Mendeley, katalogreference<\/a>)<\/li>\n<\/ul><\/div>\n<\/div>\n<blockquote>\n<p>\u00bbI klassisk SOR-litteratur anvendes modellen til at forklare, hvordan butiksoplevelser og atmosf\u00e6re p\u00e5virker kunders k\u00f8bsadf\u00e6rd.\u00ab<\/p>\n<p>  <cite>\u2013 University of North Texas, afhandling om SOR i e-handel (<a href=\"https:\/\/digital.library.unt.edu\/ark:\/67531\/metadc149694\/m2\/1\/high_res_d\/thesis.pdf\" target=\"_blank\" rel=\"noopener nofollow\">Kilde<\/a>)<\/cite>\n<\/p><\/blockquote>\n<blockquote>\n<p>\u00bbNyere studier i social commerce anvender SOR-modellen til at unders\u00f8ge, hvordan sociale stimuli i form af kommentarer, likes og ratings p\u00e5virker forbrugernes indre reaktioner og k\u00f8bsvillighed.\u00ab<\/p>\n<p>  <cite>\u2013 IJHSSM, social commerce-studie (Kilde)<\/cite>\n<\/p><\/blockquote>\n<p>Konsekvensen: Selvom SOR-modellen er nyttig, skal den kombineres med andre v\u00e6rkt\u00f8jer for at undg\u00e5 en for line\u00e6r analyse.<\/p>\n<p class=\"n24-p\">For marketingfolk i Danmark er konsekvensen klar: SOR-modellen er et v\u00e6rdifuldt v\u00e6rkt\u00f8j, men den m\u00e5 ikke st\u00e5 alene. Brug den sammen med PESTEL-analyse, kundefeedback og digitale data for at undg\u00e5 den line\u00e6re f\u00e6lde, hvor komplekse feedback-loops overses. Studerende p\u00e5 afs\u00e6tnings\u00f8konomi b\u00f8r mestre modellen som grundlag for videre analyser \u2013 men altid med et kritisk blik p\u00e5, om den fanger hele virkeligheden.<\/p>\n<h2>Ofte stillede sp\u00f8rgsm\u00e5l<\/h2>\n<details class=\"n24-faq-item\">\n<summary>Hvad er forskellen p\u00e5 SOR-modellen og AIDA-modellen?<\/summary>\n<p>SOR-modellen fokuserer p\u00e5 psykologiske processer (stimuli \u2192 organisme \u2192 respons), mens AIDA-modellen (Attention, Interest, Desire, Action) er en kommunikationsmodel, der beskriver, hvordan man gradvist overbeviser en modtager. SOR er bredere og mere adf\u00e6rdspsykologisk; AIDA er mere sn\u00e6ver og anvendelsesorienteret.<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Kan SOR-modellen bruges p\u00e5 B2B-markedet?<\/summary>\n<p>Det er omdiskuteret. SOR-modellen er prim\u00e6rt udviklet til B2C-kontekster, men nogle forskere har fors\u00f8gt at overf\u00f8re den til B2B ved at inkludere organisatoriske beslutningsprocesser i organismen (<a href=\"https:\/\/www.mendeley.com\/catalogue\/d515b216-867f-32c8-a0f5-13e20511509b\/\" target=\"_blank\" rel=\"noopener nofollow\">Mendeley, katalogreference<\/a>).<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hvad er et typisk eksempel p\u00e5 stimuli i en reklame?<\/summary>\n<p>I en tv-reklame for et m\u00f8belm\u00e6rke kan stimuli v\u00e6re farver, musik, prisskilte og en venlig s\u00e6lger. Forskning viser, at kortvideo-annoncer fungerer som effektive stimuli, der p\u00e5virker k\u00f8bsintention via emotionelle reaktioner (<a href=\"https:\/\/bioresources.cnr.ncsu.edu\/resources\/consumer-behavior-based-on-the-sor-model-how-do-short-video-advertisements-affect-furniture-consumers-purchase-intentions\/\" target=\"_blank\" rel=\"noopener nofollow\">BioResources, North Carolina State University<\/a>).<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hvordan m\u00e5ler man organisme-delen i praksis?<\/summary>\n<p>Organismen m\u00e5les typisk gennem sp\u00f8rgeskemaer om holdninger, oplevelser og emotioner, samt via adf\u00e6rdsdata, der indikerer kognitive processer. I e-handel kan man analysere brugeradf\u00e6rd som tid p\u00e5 side, scroll-dybde og gentagne bes\u00f8g (<a href=\"https:\/\/himjournals.com\/hjebm\/1436\/1455\/1501-the-role-of-stimulus-organism-response-sor-in-e-commerce-strategic-decision-making-for-sustainability\/\" target=\"_blank\" rel=\"noopener nofollow\">HJEbm, e-commerce-studie<\/a>).<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Hvad siger kritikere om SOR-modellen?<\/summary>\n<p>Kritikere p\u00e5peger, at modellen kan v\u00e6re for line\u00e6r og ikke fanger komplekse feedback-loops, hvor respons selv \u00e6ndrer fremtidige stimuli og organismens tilstand (ResearchLeap, videnskabelig oversigt).<\/p>\n<\/details>\n<details class=\"n24-faq-item\">\n<summary>Er SOR-modellen stadig relevant i digital markedsf\u00f8ring?<\/summary>\n<p>Ja, modellen er s\u00e6rdeles relevant. Nyere studier bruger den til at analysere effekten af website-design, sociale medier og kortvideo-annoncer p\u00e5 forbrugeradf\u00e6rd (<a href=\"https:\/\/pmc.ncbi.nlm.nih.gov\/articles\/PMC10998064\/\" target=\"_blank\" rel=\"noopener nofollow\">PubMed Central, videnskabelig database<\/a>).<\/p>\n<\/details>\n<p class=\"n24-p\"><strong>Relateret l\u00e6sning:<\/strong> <a href=\"https:\/\/moodymedia.io\/blog\/market-research-market-size\/\">Market Research Market Size<\/a> &middot; <a href=\"https:\/\/moodymedia.io\/blog\/website-content-strategy\/\">Website Content Strategy<\/a><\/p>\n<\/div>\n<p><script type=\"application\/ld+json\">\n{\"publisher\":{\"@type\":\"Organization\",\"name\":\"Moodymedia\",\"url\":\"https:\/\/moodymedia.io\",\"logo\":{\"@type\":\"ImageObject\",\"url\":\"https:\/\/moodymedia.io\/favicon.png\"}},\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"NewsArticle\",\n  \"headline\": \"SOR-modellen: Forst\u00e5 stimuli, organisme og respons\",\n  \"description\":\"L\u00e6r alt om SOR-modellen: hvad st\u00e5r SOR for, hvem har lavet den, og hvordan bruger du den i markedsf\u00f8ring? Eksempler inkluderet.\",\n  \"datePublished\":\"2026-06-27\",\n  \"dateModified\":\"2026-06-27\",\n  \"inLanguage\": \"da\",\n  \"mainEntityOfPage\":{\"@type\":\"WebPage\",\"@id\":\"https:\/\/moodymedia.io\/sor-modellen\"},\n  \"publisher\": {\n    \"@type\": \"Organization\",\n    \"name\": \"Moody Media\",\n    \"logo\": {\n      \"@type\": \"ImageObject\",\n      \"url\": \"https:\/\/moodymedia.io\/logo.png\"\n    }\n  }\n}\n<\/script><br \/>\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Hvad er forskellen p\u00e5 SOR-modellen og AIDA-modellen?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"SOR-modellen fokuserer p\u00e5 psykologiske processer (stimuli \u2192 organisme \u2192 respons), mens AIDA-modellen (Attention, Interest, Desire, Action) er en kommunikationsmodel, der beskriver, hvordan man gradvist overbeviser en modtager.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Kan SOR-modellen bruges p\u00e5 B2B-markedet?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Det er omdiskuteret. 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Med sine tre komponenter Stimuli, &#8230; <a title=\"SOR-modellen: Forst\u00e5 stimuli, organisme og respons\" class=\"read-more\" href=\"https:\/\/moodymedia.io\/da\/blog\/sor-modellen\/\" aria-label=\"Read more about SOR-modellen: Forst\u00e5 stimuli, organisme og respons\">L\u00e6s mere <\/a><\/p>\n","protected":false},"author":1,"featured_media":24266,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[62],"tags":[],"class_list":["post-24255","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SOR-modellen: Forst\u00e5 stimuli, organisme og respons - Moody Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moodymedia.io\/da\/blog\/sor-modellen\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SOR-modellen: Forst\u00e5 stimuli, organisme og respons - Moody Media\" \/>\n<meta property=\"og:description\" content=\"SOR-modellen s\u00e6tter ord p\u00e5 den proces, der sker i dit hoved, n\u00e5r du ser en fristende reklame. 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