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Uporabnost ključnih konceptov teorije zadovoljevanja potreb v oglaševanju
Golob, Urša, 1977-
Raziskovanje na področju oglaševanja je osredotočeno na proučevanje učinkov,ki jih imajo oglasna sporočila na pasivne prejemnike. V literaturi je zato moč zaslediti zelo malo prispevkov, ki bi ...obravnavali aktivnost prejemnikov na tak način kot jo obra-vnava teorija zadovoljevanja potreb (ang.uses and gratifications). Prispevek se ukvarja z uporabo teorije zadovoljevanja potreb v oglaševanju. V teoretskem modelu skuša vzpostaviti povezave med ključnimi pojmi teorije zadovoljevanja potreb, motivi, vpletenostjo in zadovoljitvami na primeru oglasnih sporočil. V nadaljevanju prikaže rezultate empirične preverbe tako zastavljenega modela. Rezultati pokažejo, da je, z nekaterimi omejitvami in ob upoštevanju specifike oglasnih sporočil, kvantitativno raziskovanje na področju teorije zadovoljevanja potreb možno uporabiti tudi v oglaševanju.
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