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master's thesis
EMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA
2024. urn:nbn:hr:251:996209
Spajić, Ena
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Spajić, E. (2024). EMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:996209

Spajić, Ena. "EMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:996209

Spajić, Ena. "EMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:251:996209

Spajić, E. (2024). 'EMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 18 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:996209

Spajić E. EMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2024 [cited 2024 November 18] Available at: https://urn.nsk.hr/urn:nbn:hr:251:996209

E. Spajić, "EMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:251:996209

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Metadata
TitleEMOCIONALNI MARKETING – UTJECAJ EMOCIJA NA PONAŠANJE POTROŠAČA
AuthorEna Spajić
MentorIva Buljubašić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2024, Croatia
Scientific / art field,
discipline and subdiscipline		INTERDISCIPLINARY FIELDS OF ART
Abstract
Ovaj rad istražuje ključnu ulogu emocija u procesu donošenja potrošačkih odluka, s posebnim naglaskom na to kako različite emocije poput sreće, tuge, straha i ljutnje utječu na ponašanje potrošača - emocije su klasificirane prema njihovim funkcijama i utjecaju na ljudsko ponašanje. Na primjer, sreća može motivirati potrošače da donose ishitrene odluke, dok strah i ljutnja često dovode do obrambenih reakcija i smanjene sklonosti riziku. Rad, također, analizira proces donošenja odluka kroz prizmu emocija, pokazujući kako one djeluju kao snažni pokretači potrošačkih odluka i oblikuju ponašanje potrošača tijekom različitih faza kupnje. Kroz analizu se čimbenika koji utječu na ponašanje potrošača istražuje kako emocije integriraju s drugim psihološkim i socijalnim čimbenicima u oblikovanju konačnih odluka o kupnji. Pored teoretskog okvira, rad uključuje i empirijsko istraživanje koje potvrđuje važnost emocija u marketinškim strategijama. Rezultati istraživanja naglašavaju da su emocije ključne za razumijevanje potrošačkog ponašanja i pružaju vrijedne uvide za marketinške stručnjake koji žele optimizirati svoje kampanje i poboljšati korisničko iskustvo.
Abstract (english)
This paper explores the critical role of emotions in the consumer decision-making process, with a particular focus on how different emotions such as happiness, sadness, fear, and anger influence consumer behavior. Emotions are classified according to their functions and impact on human behavior. For instance, happiness can motivate consumers to make impulsive decisions, while fear and anger often lead to defensive reactions and reduced risk-taking tendencies. The paper also analyzes the decision-making process through the lens of emotions, demonstrating how they act as powerful drivers of consumer decisions and shape consumer behavior during different stages of the purchasing process. By examining the factors that influence consumer behavior, the research explores how emotions integrate with other psychological and social factors in forming final purchasing decisions. In addition to the theoretical framework, the paper includes empirical research that confirms the importance of emotions in marketing strategies. The research findings highlight that emotions are crucial for understanding consumer behavior and provide valuable insights for marketing professionals aiming to optimize their campaigns and enhance the customer experience.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:996209
Study programmeTitle: MA in Media and Public Relations (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra medija i odnosa s javnošću (sveučilišni/a magistar/magistra medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-19 10:54:09