undergraduate thesis
UTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA

Andrea Pelivan (2016)
University of Split
Faculty of economics Split
Metadata
TitleUTJECAJ EMOTIVNIH I RACIONALNIH OGLAŠIVAČKIH APELA NA PONAŠANJE POTROŠAČA : završni rad
AuthorAndrea Pelivan
Mentor(s)Ivana Kursan Milaković (thesis advisor)
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.
Keywordsemotional motives rational motives consumer behavior
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeSmall Enterprise Management
Academic title abbreviationbacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09
Parallel 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.
Parallel keywords (Croatian)emocionalni motivi racionalni motivi ponašanje potrošača
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:971476
CommitterIvana Gizdić