20.500.12556/DKUM-92980 Vplivi subliminalnih medijskih sporočil na potrošniške odločitve The effects of subliminal media messaging on consumer decisions Magistrska naloga z naslovom Vplivi subliminalnih medijskih sporočil na potrošniške odločitve obravnava vpliv prikritih oglaševalskih tehnik na vedênje sodobnih potrošnikov. Osredotoča se na razumevanje koncepta subliminalnega oglaševanja in njegovo prisotnost v različnih medijskih oblikah, pri čemer raziskuje tako teoretične temelje kot tudi praktične implikacije. V teoretičnem delu so predstavljeni pregledi sorodnih raziskav, definicije in vrste subliminalnega oglaševanja ter psihološki in vedenjski dejavniki, ki vplivajo na potrošnika. Analizirani so tudi motivacijski vzorci, odpornost na manipulacijo ter etični in pravni vidiki tovrstnega oglaševanja, podkrepljeni z dobrimi in slabimi praksami iz realnega okolja. Empirični del naloge temelji na kvalitativni in kvantitativni raziskavi. Raziskava na osnovi izvedbe intervjujev in eksperimenta s potrošniki različnih generacij, izpostavljenimi medijskemu posnetku s subliminalnimi sporočili, preučuje zaznavanje teh sporočil in njihov dejanski vpliv na potrošniške preference. Rezultati analize omogočajo vpogled v stopnjo učinkovitosti subliminalnega oglaševanja, z interpretacijo poglobljenega intervjuja pa potrošnikom in oglaševalskim podjetjem ponujajo globlje razumevanje koncepta subliminalnih sporočil. The master’s thesis with the title The Effects of Subliminal Media Messaging on Consumer Decisions deals with the effects that hidden advertising techniques have upon the behaviour of modern consumers. It focuses on understanding the concept of subliminal advertising and on its presence in different types of media, examining theoretical foundations and practical implications. In the theoretical part, related research is outlined, and definitions and types of subliminal advertising as well as psychological and behavioural factors that have an impact upon consumers are presented. Also, motivational patterns, resilience against manipulation, and ethical and legal aspects of this type of advertising are analysed, with good and bad practices from real environment taken into consideration. The empirical part of the thesis is based on qualitative and quantitative research. Based on performed interviews and experiment with consumers of various generations exposed to a video including subliminal messages, perception of such messages and their actual effect on consumer preferences are researched. Analysis results, which give an insight into the level of efficiency of subliminal advertising, and the interpretation of an in-depth interview make a deeper understanding of the concept of subliminal messages possible to consumers and advertising agencies. subliminalna sporočila medijsko oglaševanje potrošniške odločitve psihologija potrošnika nakupne preference subliminal message media advertising consumer decisions consumer psychology purchasing preferences true true false [A. Petrovič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-05-29 10:30:18 2025-07-10 09:08:21 2025-07-28 12:41:47 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.11:366.1(043.2) 244036867 MAG_Petrovic_Anja_2025.pdf MAG_Petrovic_Anja_2025.pdf 1 83199317224387856878628A41621E57 3a751a8e07f9cafe3943a9e8b0887f3f19a3430a748bc59d144e7865b0e8e1dc ffd42484-3d36-11f0-adaa-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=191532 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0