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2021, vol. 52, br. 2, str. 103-117
Kognitivne pristrasnosti u marketinškoj komunikaciji - uticaj usidrenja i uokvirivanja poruka na percepciju i spremnost potrošača na kupovinu
aNaftna industrija Srbije, Novi Sad
bEkonomski institut, Beograd
cUniverzitet u Beogradu, Fakultet organizacionih nauka

e-adresasvtlnilic@gmail.com, jelena.krstic@ecinst.org.rs, milica.kostic-stankovic@fon.bg.ac.rs
Ključne reči: kognitivna pristrasnost; heuristike; usidrenje; uokviravanje; poruka; marketinška komunikacija
Sažetak
Dok se u teoriji racionalnog donošenja odluka smatra da izbori koje vrše ljudi ostaju dosledni i predvidivi čak i u slučajevima kada se iste informacije predstavljaju na različite načine, u stvarnim situacijama odluke potrošači su pod uticajem njihovih ličnih karakteristika, navika, normi i ranijeg iskustva, kao i ograničenja ljudskih kognitivnih mehanizama. Generalno, pod heuristikama se podrazumevaju brzi kognitivni procesi u donošenju odluka koji ponekad mogu dovesti do pojave određenih pristrasnosti koje oblikuju konačne odluke. U marketinškoj komunikaciji, opšti kapacitet ljudi da prave kognitivne greške podstakao je primenu određenih principa prilikom formulisanja poruka kako bi se na taj način podstakli primaoci poruka da naprave predvidive kognitivne greške prilikom donošenja odluka. Predmet istraživanja u ovom radu je utvrđivanje kako podsticanje određenih kognitivnih pristrasnosti u marketinškoj komunikaciji može uticati na odluke primalaca poruka. Istraživanje je obuhvatilo primenu dve istraživačke metode - posmatranja i eksperimentalne metode. U čak 80% posmatranih oglasa registrovano je podsticanje bar jednog tipa kognitivne pristrasnosti. U obe eksperimentalne situacije pokazalo se da spremnost da se plati proizvod zavisi od načina formulisanja promotivne poruke.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/mkng2102103B
objavljen u SCIndeksu: 28.12.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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