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Title:
Ekonomska relevantnost pozornost vzbujajoče potrošnje
Authors:
ID
Cenc, Helena
(Author)
ID
Bekő, Jani
(Mentor)
More about this mentor...
Files:
UN_Cenc_Helena_2019.pdf
(882,59 KB)
MD5: 1ABBB161A3B4412119BE70817D5E504D
PID:
20.500.12556/dkum/65ce2767-a6ce-40b8-8e44-ec94b993893a
Language:
Slovenian
Work type:
Diploma project paper
Typology:
2.11 - Undergraduate Thesis
Organization:
EPF - Faculty of Business and Economics
Abstract:
Odkar ljudje proizvajamo dobrine, jih tudi porabljamo in trošimo. Medtem ko se nekateri posamezniki za nakupe dobrin odločajo popolnoma racionalno, mnogi drugi potrošnjo uporabljajo za dokazovanje moči, hkrati pa si želijo ali pridobiti ali utrditi svoj ugled. Pozornost vzbujajoča potrošnja se dolgo ni obravnavala kot relevantna ekonomska tema, svoj preboj pa je doživela na prelomu iz 19. v 20. stoletje z izdajo knjige o vpadljivi potrošnji Thorsteina Veblena. Če je do takrat v ekonomski teoriji veljalo, da se potrošniki pri nakupih dobrin obnašajo racionalno, je Veblen to razlago ovrgel. Vse več potrošnikov se namreč o nakupih odloča glede na mnoge druge dejavnike, ki nanje vplivajo bodisi iz družbe ali širše okolice. Motive, ki spodbujajo vpadljivo potrošnjo, je raziskovalo že veliko ekonomistov, v našem delu pa smo dali poudarek raziskovanju pozornost vzbujajoče potrošnje med študenti. Kot temelj našega dela smo uporabili anketni vprašalnik, ki smo ga sestavili na podlagi raziskav Sundie in drugih (2011) ter Sirong (2016). Podobno kot Sirong (2016) smo ugotovili, da so pri študentih motivi, kot so dokazovanje in vpliv vrstnikov, prisotni v manjši meri kot na primer motivi investiranja vase, kakovost luksuznih izdelkov ter kupovanje luksuznih dobrin ob posebnih priložnostih. S svojo raziskavo smo prav tako ugotovili, da se anketirani študenti sicer poslužujejo pozornost vzbujajoče potrošnje, vendar ne pri vseh kategorijah izdelkov. V največji meri jo lahko opazimo v kategoriji mobilnih telefonov in potovanj.
Keywords:
Thorstein Veblen
,
potrošna funkcija
,
pozornost vzbujajoča potrošnja
,
signalizacija
Place of publishing:
Maribor
Publisher:
[H. Cenc]
Year of publishing:
2019
PID:
20.500.12556/DKUM-74627
UDC:
330.5
COBISS.SI-ID:
13488156
NUK URN:
URN:SI:UM:DK:P07AETXZ
Publication date in DKUM:
10.12.2019
Views:
1286
Downloads:
127
Metadata:
Categories:
EPF
EPF
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:
CENC, Helena, 2019,
Ekonomska relevantnost pozornost vzbujajoče potrošnje
[online]. Bachelor’s thesis. Maribor : H. Cenc. [Accessed 18 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=74627
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Licences
License:
CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:
http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:
The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:
02.09.2019
Secondary language
Language:
English
Title:
The Economic Relevance of Conspicuous Consumption
Abstract:
Since we produce goods, we consume them. Many individuals make decision about purchase based on rational choice, but there are also many individuals who use consumption to show their power and seek to establish or earn respect. For a long time attention inducing consumption was not regarded as an economic theme, but it witnessed its important breakthrough in economic thought at the turn of the 19. century with the publishing of Veblen's famous book on conspicuous consumption. He overthrew the existing notion of rational consumer which has previously been a part of economic mainstream. In reality consumption is influenced by a lot of different factors, be it as a result of social influence, or a given environment. Factors of conspicuous consumption were researched by a variety of economists, but in this work we have emphasized the research of conspicuous consumption among students. For the foundation of our work we have used the survey questionnaire based on research of Sundie et al (2011) and Sirong (2016). Drawing similarities with Sirong's work (2016) we have concluded that motives commonly affecting the youth, such as trying to prove themselves in the eyes of their peers and peer pressure, are not present in such an important share than motives of investing in themselves, luxury product quality and buying luxury goods on special occasions. In our research we have also concluded that the students partaking in the research are making use of the conspicuous consumption, but not with all of the observed product categories. It is most heavily present in mobile phone category and in travel category.
Keywords:
Thorstein Veblen
,
consumption function
,
conspicuous consumption
,
signaling
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