Apel na strah i njegov utjecaj na potrošače

master's thesis

• Title (english): Fear appeal and its impact on consumers
• Author: Simona Novak
• Mentor: Jurica Pavičić (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Committee member: Ana Tkalac Verčič (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-10, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Ovaj diplomski rad obrađuje tematiku apela na strah u oglašavanju kao važnu komponentu pomoću koje marketinški stručnjaci nastoje utjecati na svoje ciljno tržište. U sklopu rada analizira se utjecaj koji apel na strah ima na potrošače. Teorijska podloga prati pojmove i teorije vezane uz apela na strah te analizira prednosti i nedostatke koje spomenuti apel povlači sa sobom. Rad je potkrijepljen istraživanjem kojem je cilj analizirati i dobiti jasniji uvid u to kako niska i visoka razina straha, odnosno snažni i blagi apel na strah utječu na percepciju etičnosti, stav prema dizajnu proizvoda, stav prema proizvodu te na namjeru promjene ponašanja. Rezultatima istraživanja želi se ukazati na percipiranu etičnost i učinkovitost oglašavanja pomoću apela na strah na primjeru kampanje protiv pušenja koja koristi grafičke oznake upozorenja na pakiranju (omotu) cigareta. Primarni podaci prikupljeni su jednokratnim, kvantitativnim istraživanjem pomoću anketnog upitnika kao osnovnog instrumenta prikupljanja primarnih podataka. Istraživanje je provedeno putem on-line ankete na namjernom, prigodnom uzorku od 119 ispitanika u Republici Hrvatskoj. Rezultati istraživanja pokazali su da je niska razina apela na strah percipirana etičnom ali neučinkovitom u stvaranju namjere prestanka pušenja, dok je percepcija etičnosti visoke razine apela na strah upitna, odnosno pušači takvu vrstu oglašavanja smatraju blago neetičnom, te također neučinkovitom u poticanju prestanka pušenja.

Abstract (english)

This Thesis deals with the appeal to fear in advertising as an important component with which market experts strive to influence on target area. Within Thesis the impact that fear appeal have to consumers is analyzed. Theoretical background follows the concepts and theories related to the fear appeal, and analyze the advantages and disadvantages which appeal involves. The Thesis is supported by research that aims to analyze and get a better view of how low and high level of fear, apropos strong and mild fear appeals impact on perceived ethicality, attitude towards product design, attitude towards the product and towards the intention to change behavior. Research results intends to point out the ethics perception and advertising effectiveness using fear appeal on the example of anti-smoking campaigns that are using graphic warning labels on packaging of cigarettes. Primary data was collected with single quantitative research using questionnaire as the main instrument of primary data collection. The survey was conducted via online survey on convenience sample of 119 respondents in Croatia. The results show that the low level of fear appeal is perceived ethical but ineffective in creating an intention to quit smoking, while the perceived ethicality of a high level of fear appeals is questionable, since smokers consider that kind of advertising as slightly unethical and also ineffective in promoting the intention to quit smoking.

• Keywords: apel na strah; visoka i niska razina apela na strah; etičnost
• Keywords (english): fear appeal; strong and mild fear appeals; ethics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:610266
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-26 17:02:00