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undergraduate thesis
Subliminalne poruke u procesu donošenja odluke o kupnji
2023. urn:nbn:hr:155:042349
Dobrašin, Ivana
University of Dubrovnik
Department of Economics and Business Economics

Cite this document

Dobrašin, I. (2023). Subliminalne poruke u procesu donošenja odluke o kupnji (Undergraduate thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:042349

Dobrašin, Ivana. "Subliminalne poruke u procesu donošenja odluke o kupnji." Undergraduate thesis, University of Dubrovnik, 2023. https://urn.nsk.hr/urn:nbn:hr:155:042349

Dobrašin, Ivana. "Subliminalne poruke u procesu donošenja odluke o kupnji." Undergraduate thesis, University of Dubrovnik, 2023. https://urn.nsk.hr/urn:nbn:hr:155:042349

Dobrašin, I. (2023). 'Subliminalne poruke u procesu donošenja odluke o kupnji', Undergraduate thesis, University of Dubrovnik, accessed 22 April 2024, https://urn.nsk.hr/urn:nbn:hr:155:042349

Dobrašin I. Subliminalne poruke u procesu donošenja odluke o kupnji [Undergraduate thesis]. Dubrovnik: University of Dubrovnik; 2023 [cited 2024 April 22] Available at: https://urn.nsk.hr/urn:nbn:hr:155:042349

I. Dobrašin, "Subliminalne poruke u procesu donošenja odluke o kupnji", Undergraduate thesis, University of Dubrovnik, Dubrovnik, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:155:042349

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Metadata
TitleSubliminalne poruke u procesu donošenja odluke o kupnji
Title (english)Subliminal Messages in the Purchase Decision Process
AuthorIvana Dobrašin
MentorIvana Pavlić (mentor)
Committee memberMatea Matić Šošić (predsjednik povjerenstva)
Committee memberBarbara Puh (član povjerenstva)
GranterUniversity of Dubrovnik
(Department of Economics and Business Economics)
Dubrovnik
Defense date and country2023-09-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet istraživanja rada su subliminalne poruke koje se mogu pronaći u različitim aspektima ljudskog života. Tako se mogu pronaći u oglasima, filmovima, na proizvodima, u knjigama, glazbenim spotovima. To su poruke koje pojedinac prima ispod ili iznad praga osjeta te ih on nije svjestan. Iako su za čovjeka neprimjetni oni itekako utječu na ponašanje potrošača. Na taj način potrošač stječe ideje i osjećaje koje kasnije doživljava kao vlastita razmišljanja. Osnovni cilj rada je kroz različite primjere analizirati primjenu subliminalnih poruka koje se pojavljuju u različitim djelatnostima: filmskoj industriji, industriji hrane i pića, animiranim filmovima, umjetnosti i slično. Također će se govoriti o važnosti ponašanja potrošača kao znanstvene discipline te o čimbenicima koji utječu na ponašanje potrošača. Kroz cijeli rad najviše su korištene metode analize i deskripcije. Velik broj subliminalnih poruka mogu se pronaći u animiranim filmovima koju su namijenjeni prvenstveno djeci. Zanimljivo je da se u takvim sadržajima najčešće koriste fraze i slike vezane uz seks. Korištenje ove riječi privlači pažnju potrošača te se želi potaknuti njihova brža reakcija. Iako se još od 1957. provode eksperimenti i istraživanja vezana za temu subliminalnog oglašavanja, stručnjaci i znanstvenici se ne mogu složiti oko toga koliki utjecaj takvo oglašavanje ima na potrošače. Unatoč tome, većina poslovnih subjekata koristi ovakvu vrstu oglašavanja kako bi utjecali na potrošače.
Abstract (english)
This work deals with the study of subliminal messages that can be found all around us: in ads, movies, on products, in books, music videos. These are messages that an individual receives below or above the threshold of sensation and he is not aware of them. Although they are imperceptible to humans, they greatly influence consumer behavior. In this way, the consumer acquires ideas and feelings that he later perceives as his own thoughts. The main goal of the work is to analyze through different examples subliminal messages that appear in different industries: the film industry, the food and beverage industry, animated films, art and the like. The importance of consumer behavior as a scientific discipline and the factors that influence consumer behavior will also be discussed. Throughout the work, the methods of analysis and description were mostly used. A large number of subliminal messages can be found in animated films intended primarily for children. It is interesting that phrases and images related to sex are most often used in such content. The use of this word attracts the attention of consumers and the aim is to stimulate their faster reaction. Although experiments and research related to the topic of subliminal advertising have been conducted since 1957, experts and scientists cannot agree on how much influence such advertising has on consumers. Nevertheless, most businesses use this type of advertising to influence consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:042349
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-09-19 08:59:57