Title Ponašanje kupaca promatrano kroz bihevioralnu teoriju Title (english) Customer behaviour observed through behavioural theory Author Lidija Štojs Mentor Dragan Benazić (mentor)Committee member Erik Ružić (predsjednik povjerenstva)Committee member Dragan Benazić (član povjerenstva)Committee member Danijela Križman Pavlović (član povjerenstva)Granter University of Pula Defense date and country 2022-07-01, Croatia Scientific / art field, SOCIAL SCIENCES Abstract U ovom radu je bilo riječi o ponašanju kupaca promatrano kroz bihevioralnu teoriju. Najprije se objašnjavalo ponašanje potrošača, analizirani su psihološki čimbenici ponašanja potrošača, modeli ponašanja potrošača, neuromarketing i ponašanje kupaca, te faze u procesu donošenja odluka potrošača o kupovini. Fokus rada bio je na definiranju bihevioralne ekonomske teorije, područja njenog djelovanja, teorija donošenja odluka u bihevioralnoj ekonomiji: Bayesov princip, teorija igara, teorija vjerojatnosti, teorije motivacije, model optimalizacije, model zadovoljstva, te model korisnosti. Nadalje, prikazan je povijesni razvoj bihevioralne teorije, paradigme istraživanja bihevioralne ekonomske teorije kroz modele putem kojih se utječe na donošenje odluka, sedam principa bihevioralne ekonomske teorije. Zadnji dio rada bavio se primjenom bihevioralnih teorija u marketinškoj praksi, pri čemu je objašnjeno poticanje potrošača na donošenje odluka o kupovini s ciljem ostvarivanja potrošačke politike, te su definirani efekt „sidra“, teorija izgleda i efekt „uokvirenja, nudge (teorija poticanja) i influence (teorija utjecaja) i teorija averzije prema gubitku (Loss aversion).
Abstract (english) In this paper, we talked about customer behavior observed through behavioral theory. First, consumer behavior was explained, psychological factors of consumer behavior, models of consumer behavior, neuromarketing and customer behavior, and stages in the process of consumer purchasing decisions were analyzed. The focus of the paper was on defining behavioral economic theory, areas of its operation, decision theory in behavioral economics: Bayesian principle, game theory, probability theory, motivation theory, optimization model, satisfaction model, and utility model. Furthermore, the historical development of behavioral theory, paradigms of research of behavioral economic theory through models through which decision-making is influenced, seven principles of behavioral economic theory are presented. The last part of the paper dealt with the application of behavioral theories in marketing practice, explaining the incentive for consumers to make purchasing decisions in order to achieve consumer policy, and defined the effect of "anchor", appearance theory and the effect of framing, udge (incentive theory) and influence (impact theory) and loss aversion theory.
Keywords
ponašanje potrošača
psihološki čimbenici ponašanja potrošača
modeli ponašanja potrošača
neuromarekting
faze donošenja odluka potrošača
bihevioralna ekonomija
teorije donošenja odluka u bihevioralnoj ekonomiji
paradigme bihevioralne ekonomije
poticanje potrošača na kupovinu
Keywords (english)
consumer behavior
psychological factors of consumer behavior
models of consumer behavior
neuromarketing
stages of consumer decision making
behavioral economics
theories of decision making in behavioral economics
paradigms of behavioral economics
encouraging consumers to buy
Language croatian URN:NBN urn:nbn:hr:137:402031 Study programme Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2022-08-03 23:47:18
