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master's thesis
BAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI
Diplomski rad
2023. urn:nbn:hr:145:038411
Šerić, Marta
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Šerić, M. (2023). BAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:038411

Šerić, Marta. "BAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:038411

Šerić, Marta. "BAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:038411

Šerić, M. (2023). 'BAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 07 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:038411

Šerić M. BAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2025 April 07] Available at: https://urn.nsk.hr/urn:nbn:hr:145:038411

M. Šerić, "BAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:038411

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Metadata
TitleBAADER – MEINHOFOV FENOMEN KAO SEGMENT MARKETINŠKIH AKTIVNOSTI : Diplomski rad
Title (english)Baader - Menihof's phenomenon as a segment of marketing activities BAADER – MEINHOF'S PHENOMENON AS A SEGMENT OF MARKETING ACTIVITIES : Graduate paper
AuthorMarta Šerić
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Baader – Meinhofov fenomen je dio parapsihologije te je kao takav teško istraživ i dokaziv. Ipak, iako se ne spominje često točnim nazivom, itekako je korišten kao dio psihologije marketinga. Ovaj fenomen (također poznat kao "iluzija učestalosti") javlja se u situacijama kada osoba obrati pažnju na novu riječ, nasumičnu misao, proizvod ili nešto drugo, a zatim u skorije vrijeme počne to učestalo primjećivati. Iskorištavanje ovog fenomena može biti izuzetno efektivno u marketinškim aktivnostima.... More Ovaj fenomen se temelji na dva osnovna principa: selektivnoj pažnji i pristranosti potvrde, uz obavezan uvjet korištenja više - kanalnog marketinga. Dosljedan i ponavljajući marketing postaje zapamćen, te osoba počne uviđati određeni proizvod ili uslugu na različitim mjestima. Ovaj psihološki proces funkcionira i nakon što su potrošači obavili kupovinu te više ne trebaju uslugu ili proizvod. Razlog tome je word of mouth (WOM), tijekom kojih osoba može čuti od prijatelja kako traži sličan proizvod, a osoba se nađe u ulozi slučajnog ambasadora proizvoda ili usluge. Također, posebna važnost je pridodana i recenzijama korisnika. U radu su ispitanici dali mišljenje o trenutnom iskorištavanju ovog fenomena u marketinškim aktivnostima, dodatnim mogućnostima te su povukli paralelu s temom o prisluškivanju mobilnih uređaja. Pri tome pokušavaju odrediti prisluškuju li stvarno svakog korisnika ili se radi o selektivnoj pažnji usko povezanoj s Baader – Meinhofovim fenomenom. S obzirom na specifičnost teme ovog diplomskog rada, čitatelju se pokušava približiti ova tema u teorijskom obliku. S obzirom na moć koju marketing posjeduje, a koja raste iz godine u godinu, marketinški napori postaju sve zahtjevniji stoga mnogi stručnjaci traže načine kako se istaknuti te poboljšati rezultate provedenih marketinških kampanja. Ovaj rad se temelji na kvalitativnoj analizi odgovora o općoj upoznatosti s fenomenom te načinom korištenja istoga koje su dali studenti marketinga, ali i osobe koje su zaposlene u marketinškom sektoru. Less
Abstract (english)
The Baader-Meinhof phenomenon is part of parapsychology and as such is difficult to investigate and prove. However, although it is not often referred to by its exact name, it is very much used as part of marketing psychology. This phenomenon (also known as the "Frequency Illusion") occurs when a person pays attention to a new word, random thought, product, or something else, and then begins to notice it frequently shortly. Exploiting this phenomenon can be extremely effective in marketing... More activities. This phenomenon is based on two basic principles: selective attention and confirmation bias, with the mandatory condition of using multi-channel marketing. Consistent and repetitive marketing becomes memorable, and a person begins to notice a particular product or service in different places. This psychological process works even after consumers have made a purchase and no longer need the service or product. The reason for this is word of mouth (WOM), during which a person may hear from a friend that he is looking for a similar product, and the person finds himself in the role of an accidental ambassador of the product or service. Also, special importance is attached to user reviews. In the paper, the interviewees gave their opinion on the current use of this phenomenon in marketing activities, and additional possibilities, and drew a parallel with the topic of eavesdropping on mobile devices. In doing so, they try to determine whether they are eavesdropping on every user or whether it is selective attention closely related to the Baader-Meinhof phenomenon. Considering the specificity of the topic of this thesis, the reader is trying to approach this topic in a theoretical form. Considering the power that marketing possesses, which is growing year by year, marketing efforts are becoming more and more demanding, so many experts are looking for ways to stand out and improve the results of marketing campaigns. This work is based on a qualitative analysis of the answers about the general familiarity with the phenomenon and how to use it, given by marketing students, as well as people who are employed in the marketing sector. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:038411
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-12 17:13:12
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