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master's thesis
Utjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje
2023. urn:nbn:hr:192:939709
Markuš, Magdalena
University of Rijeka
Faculty of Economics and Business

Cite this document

Markuš, M. (2023). Utjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje (Master's thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:939709

Markuš, Magdalena. "Utjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:939709

Markuš, Magdalena. "Utjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:939709

Markuš, M. (2023). 'Utjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje', Master's thesis, University of Rijeka, Faculty of Economics and Business, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:192:939709

Markuš M. Utjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje [Master's thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2023 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:192:939709

M. Markuš, "Utjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje", Master's thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:192:939709

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Metadata
TitleUtjecaj rodne stereotipizacije žena u oglasima na stavove i namjeru kupnje
Title (english)The impact of gender stereotyping of women in ads on attitudes and purchase intention
AuthorMagdalena Markuš
MentorIvana First Komen (mentor)
Committee memberIvana First Komen (predsjednik povjerenstva)
Committee memberDanijela Sokolić (član povjerenstva)
Committee memberŽeljka Marčinko Trkulja (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2023-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Ovo istraživanje bavi se temom rodnih stereotipa usmjerenih na žene u oglašavanju i marketingu te njihovim utjecajem na stavove potrošača i namjeru za kupnjom, s ciljem dubljeg razumijevanja kako stereotipi oblikuju percepciju i ponašanje potrošača. Svrha istraživanja je vidjeti kako potrošači reagiraju na stereotipizaciju u oglasima, doći do zaključka kako najbolje oglašavati proizvode za čišćenje, a sve kako bi marketinške kampanje dovele do najboljih rezultata, te smanjiti negativan utjecaj rodne stereotipizacije na društvo. Provedeno je eksperimentalno istraživanje u kojem su ispitanicima prikazani različiti podražaji s ili bez rodne stereotipizacije u oglasima. Analizom rezultata doneseni su zaključci da rodni stereotipi usmjereni na žene negativno utječu na stavove potrošača, ali i na namjeru za kupnjom. Analizirala se i razlika u poimanju rodnih stereotipa između muškaraca i žena, a rezultati govore da oba spola jednako negativno percipiraju rodne stereotipe. Također, istraživanje nudi uvid u moguće pozitivne promjene u oglašavanju i marketingu koje mogu smanjiti ili preokrenuti utjecaj negativnih rodnih stereotipa na potrošače, pružajući korisne smjernice za industriju kako bi stvorila inkluzivnije i naprednije marketinške strategije.
Abstract (english)
This research deals with the topic of gender stereotypes directed at women in advertising and marketing and their impact on consumer attitudes and purchase intention, with the aim of a deeper understanding of how stereotypes shape consumer perception and behavior. The purpose of the research is to see how consumers react to stereotyping in advertisements, to come to a conclusion on how best to advertise cleaning products, all so that marketing campaigns lead to the best results, and to reduce the negative impact of gender stereotyping on society. An experimental study was conducted in which subjects were shown different stimuli with or without gender stereotyping in advertisements. By analyzing the results, the conclusions were drawn that gender stereotypes aimed at women negatively affect consumer attitudes, as well as the purchase intention. The difference in the perception of gender stereotypes between men and women was also analyzed, and the results show that both sexes perceive gender stereotypes equally negatively. Also, the research offers insight into possible positive changes in advertising and marketing that can reduce or reverse the impact of negative gender stereotypes on consumers, providing useful guidance for the industry to create more inclusive and progressive marketing strategies.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:939709
Study programmeTitle: Business economics; specializations in: Finance, Entrepreneurship, Management, Finance and Accounting, Marketing, International Business, IT Business
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra ekonomije (sveučilišni/a magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-11-23 08:04:40