ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA

Svetec, Helena

prikaz prve stranice dokumenta ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA

Download
PDF 1.36 MB

master's thesis

ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA

Zagreb: Algebra University College, 2018. urn:nbn:hr:225:366738

Svetec, Helena

Algebra University College

Cite this document

APA 6th Edition

Svetec, H. (2018). ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA (Master's thesis). Zagreb: Algebra University College. Retrieved from https://urn.nsk.hr/urn:nbn:hr:225:366738

MLA 8th Edition

Svetec, Helena. "ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA." Master's thesis, Algebra University College, 2018. https://urn.nsk.hr/urn:nbn:hr:225:366738

Chicago 17th Edition

Svetec, Helena. "ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA." Master's thesis, Algebra University College, 2018. https://urn.nsk.hr/urn:nbn:hr:225:366738

Harvard

Svetec, H. (2018). 'ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA', Master's thesis, Algebra University College, accessed 15 January 2025, https://urn.nsk.hr/urn:nbn:hr:225:366738

Vancouver

Svetec H. ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA [Master's thesis]. Zagreb: Algebra University College; 2018 [cited 2025 January 15] Available at: https://urn.nsk.hr/urn:nbn:hr:225:366738

IEEE

H. Svetec, "ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA", Master's thesis, Algebra University College, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:225:366738

Cite this item: https://urn.nsk.hr/urn:nbn:hr:225:366738

Please login to the repository to save this object to your list.

Metadata

Title	ISKORIŠTAVANJE KOGNITIVNIH PRISTRANOSTI U SVRHU MANIPULACIJE POTROŠAČIMA
Author	Helena Svetec
Mentor	Darija Korkut (mentor)
Granter	Algebra University College Zagreb
Defense date and country	2018-10-12, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics
Abstract	U radu se analiziraju načini na koji marketinški stručnjaci iskorištavaju kognitivne pristranosti u svrhu marketinške komunikacije i time utječu na izbor potrošača. Definiraju se teorijski aspekti u vezi s ponašanjem potrošača i čimbenika koji utječu na takvo ponašanje. Daje se uvid u podložnosti potrošača heuristikama i pristranostima prilikom odluke o kupnji te prikazuju mogućnosti iskorištavanja kognitivnih pristranosti u marketingu. Rezultati provedenog istraživanja anketnim upitnikom pokazali su da tvrtke iskorištavaju kognitivne pristranosti u marketinške svrhe s ciljem saznavanja i dobivanja uvida u novije oblike marketinškog manipuliranja potrošačima. Na kraju je izveden sveobuhvatan zaključak rada.
Abstract (english)	This paper analyzes the ways in which marketers exploit cognitive bias for the purpose of marketing and thus affect consumer choice. It defines the theoretical aspects related to consumer behaviour and the factors affecting influence. It gives an insight into the susceptibility of consumers heuristics and biases regarding purchasing decisions and shows the possibilities of exploitation of cognitive biases in marketing. Research findings have shown that companies exploit cognitive bias in marketing with the aim of finding and gaining insights into new forms of consumer manipulation. At the end comprehensive conclusion of work is derived.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:225:366738
Study programme	Title: Digital marketing - Graduate Professional Program Study programme type: professional Study level: specialist graduate Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Algebra Univerity
Created on	2019-05-14 17:53:19