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master's thesis
Ponašanje kupaca promatrano kroz bihevioralnu teoriju
2022. urn:nbn:hr:137:402031
Štojs, Lidija
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Štojs, L. (2022). Ponašanje kupaca promatrano kroz bihevioralnu teoriju (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:402031

Štojs, Lidija. "Ponašanje kupaca promatrano kroz bihevioralnu teoriju." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:402031

Štojs, Lidija. "Ponašanje kupaca promatrano kroz bihevioralnu teoriju." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:402031

Štojs, L. (2022). 'Ponašanje kupaca promatrano kroz bihevioralnu teoriju', Master's thesis, University of Pula, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:137:402031

Štojs L. Ponašanje kupaca promatrano kroz bihevioralnu teoriju [Master's thesis]. Pula: University of Pula; 2022 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:137:402031

L. Štojs, "Ponašanje kupaca promatrano kroz bihevioralnu teoriju", Master's thesis, University of Pula, Pula, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:137:402031

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Metadata
TitlePonašanje kupaca promatrano kroz bihevioralnu teoriju
Title (english)Customer behaviour observed through behavioural theory
AuthorLidija Štojs
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2022-07-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:402031
Study programmeTitle: 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
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-08-03 23:47:18