POVEZANOST DEMOGRAFSKIH I OSOBNIH KARAKTERISTIKA POTROŠAČA SA STILOVIMA HUMORA : Diplomski rad

S ciljem utvrđivanja izraženosti stilova humora, kao i utvrđivanja povezanosti stilova humora sa socio-demografskim i osobnim obilježjima na uzorku od 254 ispitanika iz opće populacije odraslih provedeno je istraživanje u dva dijela. Primijenjen je on-line upitnik kojim su se mjerili stilovi humora, socio-demografska i druga osobna (konformizam, jedinstvenost i inovativnost) obilježja ispitanika. Nakon toga su ispitanicima predstavljena 4 video oglasa s korištenim različitim tipovima humora, kojim su se mjerili stavovi prema oglasima i namjera kupnje oglašenih proizvoda široke potrošnje. Nisu utvrđene značajne razlike u izraženosti stilova humora između skupina ispitanika različitog spola ili različitog stupnja obrazovanja. Utvrđena je značajna razlika u izraženosti samoporažavajućeg i agresivnog stila humora između dvaju skupina ispitanika kronološke dobi od 18-29 i dobi od 30-39 godina pri čemu mlađa dobna skupina ima više izražena oba 'negativna' stila humora. Utvrđen je manji broj značajnih povezanosti između stilova humora i osobnih obilježja ispitanika: inovativnost potrošača je povezana sa samopomažućim, agresivnim i samoporažavajućim stilom; jedinstvenost potrošača je povezana sa samopomažućim i samoporažavajućim stilom; konformizam potrošača je povezan sa samoporažavajućim i agresivnim stilom humora. Sve povezanosti su niske i pozitivne te objašnjavaju najviše do 6,25% zajedničke varijance varijabli. Stavovi prema oglasima različitog tipa humora u prosjeku variraju između srednje pozitivnih do nisko pozitivnih. Namjere kupnje oglašenih proizvoda u prosjeku su nešto više, ali ne prelaze u većoj mjeri srednju razinu namjere. Utvrđene su samo tri niske, pozitivne povezanosti između samoporažavajućeg i agresivnog stila humora sa stavovima o korištenim oglasima. Također, utvrđene su samo dvije niske, pozitivne povezanosti između samoporažavajućeg i agresivnog stila humora s namjerom kupnje oglašenih proizvoda. Rezultati istraživanja ukazuju na nužnost provedbe daljnjih istraživanja s ciljem preciznog utvrđivanja relacija izraženosti stilova humora s osobnim obilježjima ispitanika.With the aim to determine the expressiveness of humor styles, as well as to establish the correlation of the humor styles with socio-demographic and some personal characteristics, the survey was administered on the sample of 254 respondents from general adult population. An online questionnaire was used firstly to measure the humor styles, socio-demographic and other personal (conformism, uniqueness and innovativeness) characteristics of the respondents. Afterwards 4 video ads were presented to the respondents using different types of humor, which measured attitudes toward ads and the intention to buy advertised consumer goods. No significant differences were found in the expression of humor styles between groups of respondents of different gender or of different levels of education. A significant difference in the expression of self-defeating and aggressive style of humor was found between the two groups of subjects of chronological age from 18-29 and from 30-39 years, whereby the younger age group has more expressed both 'negative' styles of humor. A smaller number of significant correlations were found between the styles of humor and the personal characteristics of the respondents: consumer innovativeness was related with self-enhancing, aggressive and self-defeating humor styles; consumer uniqueness was related with self-enhancing and self-defeating humor styles; consumer conformism was related with self-defeating and aggressive styles of humor. All correlations are low and positive, and up to 6.25% of the common variance of the variables was explained. Attitudes toward advertisements of different types of humor on average varied between medium positive and low positive. The purchase intentions of advertised products on average were slightly higher, but do not exceed in the greater extent of the medium level of intent. Only three low and positive correlations were found between self-defeating and aggressive humor with attitudes about the used advertisements. Also, only two low and positive correlations were found between self-defeating and aggressive humor styles with intention to purchase the advertised products. The results of the research indicate the need for conducting further research in order to accurately determine the relations of expressions of humor styles with the personal characteristics of the respondents