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undergraduate thesis
UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA
završni rad
Split: University of Split, Faculty of economics Split, 2016. urn:nbn:hr:124:971476
Pelivan, Andrea
University of Split
Faculty of economics Split

Cite this document

Pelivan, A. (2016). UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:971476

Pelivan, Andrea. "UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:971476

Pelivan, Andrea. "UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:971476

Pelivan, A. (2016). 'UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:971476

Pelivan A. UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2016 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:124:971476

A. Pelivan, "UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:124:971476

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Metadata
TitleUTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad
AuthorAndrea Pelivan
MentorIvana Kursan Milaković (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2016-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Problem istraživanja je bio utvrditi utjecaj oglašivačkih apela na ponašanje potrošača. Pri tome, fokus je bio na ispitivanju uloge i značaja racionalnih i emocionalnih motiva na ponašanje potrošača. Glavni rezultati i spoznaje do kojih se došlo temeljem istraživanja jest podudaranje jedne od sveukupno tri hipoteze. Rezultati su pokazali da ispitanici više preferiraju oglase koji komuniciraju emocionalne apele. Odgovori također ukazuju da ispitanici više pažnje pridaju oglasima na internetu. Obzirom da većina oglasa sadrži različite emocije, a koriste se zato što potrošači najviše primjećuju takve oglase i odlučuju se na kupnju oglašavanih proizvoda, oglašivači moraju pomno smišljati kreativnu i inovativnu strategiju da bi privukla oko potrošača i potaknula na kupnju. Svaki proizvod ima svoje prednosti koje se mogu komunicirati naglašavanjem emocionalnih elemenata, no uputno je pažljivo iskomunicirati i racionalne motive koji ukazuju na pravu svrhu korištenja proizvoda, a koji ostaju nezamijećeni. Na kraju rada daje se uvid u zaključna razmatranja, ograničenja rada i buduća istraživanja.
Abstract (english)
The main research problem was to determine the impact of advertising appeals on the consumer behavior. The focus was on examining the role and importance of rational and emotional motives for the consumer behavior. The main research results and insights confirmed one of three hypotheses. The results showed that the respondents prefer ads that communicate emotional appeals. They also indicate that respondents pay more attention to the ads on the Internet. Due to the fact that many ads include various emotions used for the purpose of the higher visibility to consumers and purchase decision making, the marketers need to focus on developing the creative and innovative strategy in order to attract the attention of the consumers and stimulate buying. Each product has its own advantages that can be communicated emphasizing the key emotional elements; however it s also advisable to carefully communicate rational appeals, pointing out the purpose of usage, which happened to be unnoticed. At the end of the paper the conclusions can be seen, as well as the paper limitations and future research directions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:971476
Study programmeTitle: Small Enterprise Management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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RepositoryREFST
Created on2016-10-10 11:23:33