Subliminal messages and their effect on consumer behavior

U ovom diplomskom radu obradit će se tema utjecaj sublimiranih poruka filmske industrije te njihov utjecaj na ponašanje potrošača. Ponašanje potrošača je proces u kojem potrošač pribavlja i konzumira proizvode, ideje i usluge. Upravo radi toga je podložan utjecajima okoline. Marketinški stručnjaci se koriste raznim metodama da bi privukli potrošače i nagnali ih na kupnju proizvoda. Tako su osmišljene i sublimirane poruke koje nesvjesno utječu na potrošača i utječu na njegovu odluku o kupnji a to je ujedno i glavna tema ovog rada. Sublimirane poruke su poruke koje su ispod granica ljudske percepcije, tako da ih oko ili razum ne mogu svjesno opaziti. To su signali ili poruke koji su umetnuti u drugi objekt s ciljem zaobilaženja normalnih granica opažanja. Upravo zbog tog zaobilaženja normalnih granica opažanja su sublimirane poruke interesantne istraživačima ali i potrošačima koji su podijeljenog mišljenja da li postoji stvaran utjecaj ili ipak poruke nemaju utjecaj. Potrošač nesvjesno stvara određeni stav prema objektu/ proizvodu koji mu se nameće putem sublimiranih poruka. U današnje vrijeme su sublimirane poruke zastupljene gotovo svugdje: u medijima, umjetnosti, na društvenim mrežama, u glazbi ali i na filmu zbog čega je mogućnost njihovog utjecaja na potrošača još veća. U radu je provedeno istraživanje na uzorku od 200 ispitanika na temelju kojeg se pokušalo utvrditi da li ispitanici mogu prepoznati sublimiranu poruku, kakav stav imaju prema sublimiranim porukama te što misle o oglašavanju u filmovima.In this graduate thesis the influence of subliminal messages in the movie industry and their impact on consumer behavior will be discussed. Consumer behavior is a process in which a consumer supplies and consumes products, ideas and services. That is why consumer is subject to environmental influences. Marketers are using various methods to attract consumers and encourage them to buy products. That is why subliminal messages are designed because they unconsciously affect the consumer and affect his buying decision and that is the main topic of this graduate thesis. Subliminal messages are messages that are below the limits of human perception so that their eye or reason can not perceive it consciously. They are signals or messages that are inserted into another object in order to circumvent the normal perimeter limits. Because of this circumvention of the normal limits of perception is why subliminal messages are interesting to researchers but also to consumers who are divided in the opinion of wheather there is a real influence or subliminal messages have no effect. The consumer unconsciously creates a certain attitude towards the object / product that is imposed through subliminal messages. Today, subliminal messages are represented almost everywhere: in media, art, social networks, in music, as well as in movies, and therefore the potential for their impact on consumers is even greater. In this thesis research participated 200 respondents and based on their answers it was determined whether respondents can recognize a subliminal message, what attitude do they have towards subliminal messages and what they think about advertising in movies