Usporedba utjecaja emocionalnih i racionalnih apela na kupnju luksuznih proizvoda

master's thesis

• Title (english): A comparison of the impact of emotional and rational appeals on the purchase of luxury products
• Author: Tea Varićak
• Mentor: Ana Tkalac Verčič (mentor); MBZ: 218105
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-04-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Dva najčešća pristupa u oglašavanju, koji se koriste kako bi se utjecalo na ponašanje potrošača, su utilitarni i vrijednosno- izražajni ili simbolički apeli. Vrijednosno-izražajni, odnosno emocionalni apeli, pozitivnim i negativnim emocijama potiču potrošača na kupnju vrijednosno-izražajnih proizvoda. S druge strane, racionalni, utilitarni apeli se koriste kako bi se kroz funkcionalnost i utilitarnu potrebu za proizvodom potaknulo potrošača na stvaranje preferencija i kupnju utilitarnih proizvoda. Kupovina luksuznih proizvoda se može promatrati kao emocionalnim apelima potaknuta kupovina, zbog same percepcije luksuznih proizvoda kao statusnih predmeta te vrijednosno-izražajnih atributa luksuznih proizvoda kao nositelja vlastitog imidža S druge strane, funkcionalni kriterij luksuznih proizvoda, potrošača potiče na promišljanje o stvarnim performansama proizvoda kojeg kupuju. Samim time stvara se prostor za utjecaj racionalnih apela, koji uvelike utječu na logiku u donošenju odluka. U ovom radu predmet istraživanja jest odrediti koja vrsta apela, emocionalni ili racionalni, ima jači utjecaj na kupnju luksuznih proizvoda kod vrijednosno-orijentiranih, i istovremeno, kod funkcionalno-orijentiranih ispitanika. Jesu li vrijednosno orijentirani potrošači pod većim utjecajem emocionalnih od racionalnih apela ili suprotno, funkcionalno orijentirani potrošači pod većim utjecajem racionalnih od emocionalnih apela u kupnji luksuznih proizvoda? Istraživanje je provedeno u obliku anketnog ispitivanja, a uzorak čine ispitanici koji su minimalno jednom u životu kupili neki luksuzni proizvod. Ovo istraživanje daje bolji uvid u povezanost orijentiranosti kupaca luksuznih proizvoda i utjecaja racionalnih i emocionalnih apela u toj kategoriji proizvoda.

Abstract (english)

The two most common approaches in advertising, that are used to influence consumer behavior, are utilitarian and value-expressive or symbolic appeals. Value-expressive, i.e. emotional appeals use positive and negative emotions to encourage the consumer to buy value-expressive products. On the other hand, rational, utilitarian appeals are used to encourage the consumer to create preferences and buy utilitarian products through functionality and utilitarian need for the product. The purchase of luxury products can be viewed as an emotionally motivated purchase, due to the perception of luxury products as status items and value-expressive attributes of luxury products as a carrier of their own image. On the other hand, the functional criterion of luxury products, encourages the consumer to think about the actual performance of the product they buy. This creates space for the influence of rational appeals, which greatly influence on logic in decision-making. In this paper, the subject of research is to determine which type of appeal, emotional or rational, has a stronger impact on the purchase of luxury products in value-oriented respondents and at the same time in functionally-oriented respondents. Are value-oriented consumers more influenced by emotional than rational appeals or conversely functionally oriented consumers more influenced by rational than emotional appeals in buying luxury products? The research was conducted in the form of a survey, and the sample consists of respondents who have bought a luxury product at least once in their live. This research provides a better insight into the relationship between customer orientation and the impact of rational and emotional appeals in that product category.

• Keywords: oglašavanje; apeli; racionalni apeli; emocionalni apeli; vrijednosno-izražajni apeli; utilitarni apeli; luksuzni proizvodi; vrijednosna-orijentiranost; funkcionalna-orijentiranost; stav potrošača
• Keywords (english): advertising; appeals; rational appeals; emotional appeals; value-expressive appeals; utilitarian appeals; luxury products; value-oriented; functional-oriented; consumer attitude
• Language: croatian
• URN:NBN: urn:nbn:hr:148:583078
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-04-28 15:45:44