Uticaj Kognitivne Disonance Na Ponašanje Potrošača

Gluhović, Nikola

doi:10.7251/zrefb1913037g

ZREFB

2019

DOI: 10.7251/zrefb1913037g

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Uticaj Kognitivne Disonance Na Ponašanje Potrošača

Nikola Gluhović¹

Abstract: Teorija kognitivne disonance od velike je važnosti za naprednije razumijevanjeponašanja potrošača, ali i kod pojačanog interesovanja preduzeća za prepoznavanje,sagledavanje i analiziranje postkupovnog ponašanja potrošača. U radu se istražujufaktori koji utiču na stvaranje kognitivne disonance, naročito kod donošenja odluka okupovini proizvoda i/ili usluga. Takođe, u radu se nastoji definisati problemidentifikovanja određenog spektra vrijednosti, vjerovanja i emocija koji su međusobnonekompatibilni i sa kojima … Show more

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2024

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Consumer identity in the age of global media and advertising

Ljajić,

Dojčinović

2024

Ekonomski izazovi

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The society of modern information civilization is faced with challenges that are spread globally. The key cohesive role of global society is played by new media and social networks, whose potential is reflected in the networking of societies of different cultures and traditions. Creating common characteristics of global society also creates identical models of behavior through which individuals of various cultures take on universal characteristics. One of the significant universal features of global society is the consumer identity, which is based on skillful strategies of advertising and propaganda activities, marketed through the global media. Thus, in the post-capitalist society, global media represent the basic means of communication between consumers and conglomerates - the goal of which is to aggressively promote consumer culture in order to achieve efficient business and profit. Bearing in mind the great importance of consumer culture, which shapes the values of today's society, the aim of this paper is to investigate consumer identity in the context of global media and advertising. The paper will present and analyze the basic characteristics of consumer identity, as well as its possible consequences on personality development. Consideration of the broader problematic principles of consumer identity also requires an analysis of the context in which this already dominant type of identity is created and promoted today. Accordingly, the influence of global media and advertisements on the formation and maintenance of consumer identity will be investigated and described.

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Consumer identity in the age of global media and advertising

Ljajić,

Dojčinović

2024

Ekonomski izazovi

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show abstract

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Uticaj Kognitivne Disonance Na Ponašanje Potrošača

Cited by 1 publication

References 3 publications

Consumer identity in the age of global media and advertising

Consumer identity in the age of global media and advertising

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