master's thesis
Behavioral Economics and Consumers Behavior

Nina Jovanović (2016)
University of Zadar
Department of Economics
Metadata
TitleBihevioralna ekonomija i ponašanje potrošača
AuthorNina Jovanović
Mentor(s)Aleksandra Krajnović (thesis advisor)
Abstract
Čovjek je nadasve inteligentno, promišljeno i međuostalom, vrlo misteriozno biće te ga kao takvoga treba i promatrati. Do sada se o čovjeku kao potrošaču znalo kako se ponaša i što sve može utjecati na njegovo ponašanje. Međutim, sve do nedavno, nije bilo riječi o onome ''zašto'' se tako ponaša. Postoji jedna znanstvena disciplina koja je tome duboko ušla u trag. Riječ je o bihevioralnoj ekonomiji. Mnogobrojnim eksperimentima, dokazuje potpuno drugačije gledište na ponašanje čovjeka i najčešće pogreške koje čini u uvjetima neizvjesnosti. Upotrebom psiholoških dostignuća, omogućila je bolje razumijevanje čovjeka, objašnjavajući njegova reagiranja u različitim situacijama. Određeni ekonomski subjekti pronalaze potencijalne koristi biheviorističkih saznanja, koristeći se tehnikama poticanja, uokviravanja i sidrenja, zbog čega je pitanje etičnosti također značajan dio ovog rada. Uz brojne primjere, najčešći problemi današnjice mogu postati sredstvo s kojim se čovjek može jednostavnije nositi.
Keywordsbehavioral economics consumer behaviour heuristics rationality consumer decision-making homo economicus cognitive systems
Parallel title (English)Behavioral Economics and Consumers Behavior
Committee MembersMladen Rajko (committee chairperson)
Anita Peša (committee member)
Aleksandra Krajnović (committee member)
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Economics
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Study programme typeuniversity
Study levelgraduate
Study programmeManagement
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-11
Parallel abstract (English)
A man is extremely intelligent, thoughtful and among other, a very mysterious creature and therefore, he should be continuously observed. Until now, it was known how a consumer behaves and the affects on that behaviour. However, until recently, there was no word about ''why'' they are behaving in that particular way. There is a scientific experiment that went deeply into this field. It is about behavioral economics. Numerous experiments have shown a different perspective about human behavior and the most common mistakes that appear in conditions of uncertainty. Using psychological achievements, it enabled better understanding of subjects by explaining and seeing how they react in different situations. Certain subjects are finding the potential benefits of behavioral knowledge, using the techniques of encouragement, framing and anchoring, which is why the question of ethics is also a significant part of this work. With the research conducted, it can be proven that a common man can easily deal with the problems he is facing today.
Parallel keywords (Croatian)bihevioralna ekonomija ponašanje potrošača heuristika racionalnost donošenje odluke potrošača homo economicus kognitivni sustavi
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:850982
CommitterMarta Unković