Customer behaviour observed through behavioural theory

U ovom radu je bilo riječi o ponašanju kupaca promatrano kroz bihevioralnu teoriju. Najprije se objašnjavalo ponašanje potrošača, analizirani su psihološki čimbenici ponašanja potrošača, modeli ponašanja potrošača, neuromarketing i ponašanje kupaca, te faze u procesu donošenja odluka potrošača o kupovini. Fokus rada bio je na definiranju bihevioralne ekonomske teorije, područja njenog djelovanja, teorija donošenja odluka u bihevioralnoj ekonomiji: Bayesov princip, teorija igara, teorija vjerojatnosti, teorije motivacije, model optimalizacije, model zadovoljstva, te model korisnosti. Nadalje, prikazan je povijesni razvoj bihevioralne teorije, paradigme istraživanja bihevioralne ekonomske teorije kroz modele putem kojih se utječe na donošenje odluka, sedam principa bihevioralne ekonomske teorije. Zadnji dio rada bavio se primjenom bihevioralnih teorija u marketinškoj praksi, pri čemu je objašnjeno poticanje potrošača na donošenje odluka o kupovini s ciljem ostvarivanja potrošačke politike, te su definirani efekt „sidra“, teorija izgleda i efekt „uokvirenja, nudge (teorija poticanja) i influence (teorija utjecaja) i teorija averzije prema gubitku (Loss aversion). In this paper, we talked about customer behavior observed through behavioral theory. First, consumer behavior was explained, psychological factors of consumer behavior, models of consumer behavior, neuromarketing and customer behavior, and stages in the process of consumer purchasing decisions were analyzed. The focus of the paper was on defining behavioral economic theory, areas of its operation, decision theory in behavioral economics: Bayesian principle, game theory, probability theory, motivation theory, optimization model, satisfaction model, and utility model. Furthermore, the historical development of behavioral theory, paradigms of research of behavioral economic theory through models through which decision-making is influenced, seven principles of behavioral economic theory are presented. The last part of the paper dealt with the application of behavioral theories in marketing practice, explaining the incentive for consumers to make purchasing decisions in order to achieve consumer policy, and defined the effect of "anchor", appearance theory and the effect of framing, udge (incentive theory) and influence (impact theory) and loss aversion theory.