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undergraduate thesis
Utjecaj seksulanih apela u oglašavanju na ponašanje potrošača
Rijeka: University of Rijeka, Faculty of Economics and Business, 2018. urn:nbn:hr:192:266357
Božičević, Mario
University of Rijeka
Faculty of Economics and Business

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

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Božičević, M. (2018). Utjecaj seksulanih apela u oglašavanju na ponašanje potrošača (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:266357

Božičević, Mario. "Utjecaj seksulanih apela u oglašavanju na ponašanje potrošača." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2018. https://urn.nsk.hr/urn:nbn:hr:192:266357

Božičević, Mario. "Utjecaj seksulanih apela u oglašavanju na ponašanje potrošača." Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, 2018. https://urn.nsk.hr/urn:nbn:hr:192:266357

Božičević, M. (2018). 'Utjecaj seksulanih apela u oglašavanju na ponašanje potrošača', Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, accessed 25 November 2024, https://urn.nsk.hr/urn:nbn:hr:192:266357

Božičević M. Utjecaj seksulanih apela u oglašavanju na ponašanje potrošača [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2018 [cited 2024 November 25] Available at: https://urn.nsk.hr/urn:nbn:hr:192:266357

M. Božičević, "Utjecaj seksulanih apela u oglašavanju na ponašanje potrošača", Undergraduate thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:192:266357

Metadata
TitleUtjecaj seksulanih apela u oglašavanju na ponašanje potrošača
Title (english)Influence of sex appeals in adverting on consumer behaviour
AuthorMario Božičević
MentorJasmina Dlačić (mentor)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2018-06-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Problem istraživanja je bio utvrditi postoji li i dalje utjecaj seksualnih apela korištenih u oglašavanju na potrošače. Naprema tome, orijentiranost je bila na ispitivanju uloge i značaja seksualnih apela na ponašanje potrošača koji su pod takvim utjecajem. Glavni rezultati i spoznaje do kojih je došlo prilikom izvođenja istraživanja ovog rada su da je potvrđen utjecaj seksualnih apela koja su bila i dosad dokazana ali ne u istoj mjeri. Iako je utjecaj postojan, javnost lagano dobiva imunost i gubi se utjecaj, kod nekog dijela javnosti čak i izaziva negativan utjecaj. Ovakav pristup ima svoje prednosti, ali prije stavljanja oglasa sa seksualnim apelom u javnost potrebno je obratiti pažnju na granice moralnosti koje se prelaze. Na kraju rada daje se uvid u zaključna razmatranja, ograničenja rada i buduća istraživanja.
Abstract (english)
The problem of the research was to determine whether there still is the impact of sexual appeal used in advertising on consumers. The focus was on examining the role and meaning of sexual appeal on consumers’ behavior that are under such influence. The main results and comprehension which resulted from the research of this paper is the confirmation of the impact of sexual appeal on consumer’s behavior but at a different rate. Although the influence is present, the public is becoming immune and the influence is slowly weakening, and in one part of the public the influence is seen as negative. This approach has its benefits, but before releasing an advertisement with sexual appeal to the public, it is necessary to take in consideration moral boundaries which will be crossed. At the end of the paper, insight in final considerations, research restrictions and future research is given.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:266357
Study programmeTitle: Business economics; specializations in: Finance and Accounting, Entrepreneurship, Management, Finance and Banking, Marketing, International Business, IT Business
Course: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
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Created on2018-11-07 15:00:58