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postgraduate specialist thesis
Analiza utjecaja boja na ponašanje igrača casino igara
Rijeka: University of Rijeka, Faculty of Economics and Business, 2023. urn:nbn:hr:192:145843
Pavić, Sara
University of Rijeka
Faculty of Economics and Business

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

Cite this document

Pavić, S. (2023). Analiza utjecaja boja na ponašanje igrača casino igara (Postgraduate specialist thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:145843

Pavić, Sara. "Analiza utjecaja boja na ponašanje igrača casino igara." Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:145843

Pavić, Sara. "Analiza utjecaja boja na ponašanje igrača casino igara." Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:145843

Pavić, S. (2023). 'Analiza utjecaja boja na ponašanje igrača casino igara', Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, accessed 04 November 2024, https://urn.nsk.hr/urn:nbn:hr:192:145843

Pavić S. Analiza utjecaja boja na ponašanje igrača casino igara [Postgraduate specialist thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2023 [cited 2024 November 04] Available at: https://urn.nsk.hr/urn:nbn:hr:192:145843

S. Pavić, "Analiza utjecaja boja na ponašanje igrača casino igara", Postgraduate specialist thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:192:145843

Metadata
TitleAnaliza utjecaja boja na ponašanje igrača casino igara
Title (english)Analysis of the influence of colors on the behaviour of players of online casino games
AuthorSara Pavić
MentorSlavica Cicvarić Kostić https://orcid.org/0000-0001-7110-3750 (mentor)
Committee memberHelga Pavlić Skender (predsjednik povjerenstva)
Committee memberSlavica Cicvarić Kostić https://orcid.org/0000-0001-7110-3750 (član povjerenstva)
Committee memberJasmina Dlačić (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2023-11-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Rad se bavi problematikom utjecaja boja na potrošača te njihovim korištenjem u marketinškim strategijama priređivača igara na sreću. Kroz istraživanje, rad nastoji dati odgovor na pitanje utječu li boje na ljudske emocije i ponašanja, kroz ispitivanje svjesnosti casino igrača o rizičnosti igre prilikom izloženosti određenim bojama. U istraživanju, poseban naglasak je stavljen na crvenu boju, budući da je najveći broj dostupnih istraživanja do sada proveden upravo o toj boji zbog njenog jakog psihološkog i emocionalnog utjecaja. Rezultati istraživanja su pokazali da crvena boja utječe na percepciju rizika kod igrača casina tako da potiče na rizičnije odabire. Isto je potvrđeno i kroz ovo istraživanje jer su se igrači koji su, prilikom anketiranja, bili izloženi crvenoj boji pokazali sklonijima rizičnijim odabirima od igrača koji su bili izloženi crnoj, ljubičastoj, zlatnoj, zelenoj i narančastoj boji. U radu se provodilo ispitivanje na najzastupljenijim bojama u casino svijetu, od kojih je crvena, kao što je već spomenuto, jedna od najpopularnijih. Ovo istraživanje, kroz svoje rezultate, sugerira da boje imaju utjecaj na čovjeka, na njegove emocije i postupke te potvrđuje rezultate drugih istraživanja koji ističu kako u casino svijetu, crvena boja definitivno ima stimulirajuću snagu.
Abstract (english)
The topic of color's impact on consumers and how it is used in game of chance organizers' marketing methods is covered in this essay. By evaluating casino players' perceptions of the riskiness of the game when exposed to particular colors, this study investigates whether colors have an impact on human emotions and behaviors. Red was given particular attention in the study because it has been the subject of the greatest number of studies so far due to its potent psychological and emotional effects. The study's findings demonstrated that online casino players perceive risk differently when it is impacted by red colour, which pushes them to make riskier choices. The same was supported by this study's findings, which indicated those players exposed to the color red during the survey demonstrated a greater propensity for taking risks than those exposed to the colors black, purple, gold, green, and orange. The most popular colors in the casino industry were tested in the report, with red being one of them as already indicated. The findings of this study support previous findings that the color red has a strong stimulating effect in the casino industry. It also demonstrates that colors have an effect on a person's emotions and behavior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:145843
Study programmeTitle: Marketing management
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: specijalist/specijalistica marketing menadžmenta (specijalist/specijalistica marketing menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-12-20 17:38:48