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undergraduate thesis
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IMPACT OF APPEAL TO FEAR CONSUMER BEHAVIOR
Kristina Mernjak (2015)
Virovitica College
Metadata
TitleUTJECAJ APELA NA STRAH NA PONAŠANJE POTROŠAČA
AuthorKristina Mernjak
Mentor(s)Zrinka Blažević (thesis advisor)
Abstract
Oglašavanje je vrsta komunikacije koja se odvija putem raznih masovnih medija pomoću kojih marketinški stručnjaci prenose informacije potencijalnim potrošačima koristeći se pritom raznim apelima. Apeli su poticaju koji kod potrošača aktiviraju želju odnosno potrebu za nekim proizvodom ili uslugom, a kako bi se ta potreba otkrila vrlo je važno izabrati pravi apel, stoga je poseban naglasak u ovome radu stavljen na utjecaj apela na strah na ponašanje potrošača. Cilj ovoga rada je skrenuti pozornost na to kako marketinški stručnjaci prilikom oglašavanja koristeći se apelima pokušavaju utjecati na podsvijest potencijalnih potrošača te time potaknuti prodaju proizvoda i usluga koje oglašavaju. Svaki apel koji je uspješno ugrađen u oglasnu poruku dati će pozitivan rezultat, stoga se pri prezentiranju apela očekuje viši stupanj uključenosti potrošača. Apel na strah jedan je od najčešće korištenih negativnih apela u oglasima i njegova se primjena najčešće može vidjeti kod oglasa protiv korištenja opijata i programa za sigurnost cestovnog prometa. Za potrebe izrade ovoga rada korišteni su sekundarni podaci iz ranijih istraživačkih procesa. Svaki potrošač reagira drugačije pred istom situacijom što dokazuju i rezultati istraživanja koji pokazuju da stariji ali i odgovorniji potrošači primjećuju oglase koji u sebi sadrže apel na strah, dok je kod tinejdžera primjećeno da ignoriraju ili uopće ne obračaju pažnju na takvu vrstu oglasa, jer ne žele čuti što smiju a što ne smiju raditi.
Keywordsappeal fear advertising consumer
Parallel title (English)IMPACT OF APPEAL TO FEAR CONSUMER BEHAVIOR
GranterVirovitica College
PlaceVirovitica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Psychology
Other Applied Psychologies
Study programme typeprofessional
Study levelundergraduate
Study programmeEntrepreneurship; specializations in: Entrepreneurship of Services, Rural Entrepreneurship
Study specializationRural Entrepreneurship
Academic title abbreviationbacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2015-09-16
Parallel abstract (English)
Advertising is a form of communication that takes place through various mass media through which marketing experts relay information to potential consumers using various appeals. The appeals are encouragements which activate in the consumer the desire or the need for a new product, and in order to reveal this need is very important to choose the right appeal, so the emphasis in this work is placed on the impact of appeals to frighten the behavior of consumers. The aim of this work is to draw attention to how marketers when using advertising appeals, try to influence the subconscious of potential customers and to encourage the sale of products and services that are advertised. Each appeal that is successfully embedded in the advertisement gives a positive result, therefore while presenting appeals, it’s expected a higher degree of involvement from consumers. Appeal to fear is one of the most frequently used negative ads to appeal and his application is most often seen in the ad against the use of opiates and programs for road safety. For the preparation of this work, the author used secondary data from previous research processes. Every consumer responds differently to the same situation. Our research shows that older but also the more responsible consumers notice the ads that contain the appeal to fear, while the teens don’t even notice or even ignore that kind of ad because they do not want to hear what they shouldn't do.
Parallel keywords (Croatian)apel strah oglašavanje potrošač
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:165:552116