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Oglaševanje kot dejavnik (ne)sreče : je lahko oglaševanje dejavnik za merjenje sreče? : magistrsko deloPlantosar, KatarinaSreča je čustvo, cilj oziroma sredstvo, ki mu poskušamo slediti, tako na individualni kot na makro ravni. Sreča je eden izmed najbolj izmuzljivih konceptov, kadar jo želimo opredeliti, zato ni ... oprijemljivosti in zanesljivosti v iskanju znanstvene opredelitve. Vsakemu predstavlja nekaj svojega, zato fenomen sreče raziskujejo vse družbene vede - vsaka v okviru svojega konteksta. Raziskovanje sreče se v ekonomiji pomembno začne s kontradiktorno tezo Richarda Easterlina (1973), ki ugotovi, da dolgoročno denar ne prinaša sreče, tj. višja stopnja BDP po nekem obdobju ni več povezana z višjo stopnjo subjektivnega blagostanja oziroma sreče, kar je danes znano kot Easterlinov paradoks. Magistrska raziskava v prvem delu tako poskuša potrditi oziroma ovreči Easterlinov paradoks tudi za Slovenijo. Teoretični del se osredotoča na podrobno razlago fenomena sreče skozi različne družbene vede, oriše problematiko raziskovanja sreče ter obravnava determinante in kazalnike sreče. Za lažje razumevanje empirične raziskave v teoretičnem delu sledi tudi analiza oglaševanja. Empirični del se osredotoča na iskanje (statistično pomembne) korelacije med srečo in oglaševanjem oziroma poskuša ugotoviti koliko je oglaševanje dejavnik sreče za pet izbranih držav Evropske unije. Analiza je pokazala, da lahko tudi za Slovenijo trdimo, da po nekem obdobju med srečo in BDP ni več vzročno-posledičnega razmerja, kar potrjuje Easterlinov paradoks. Ugotavljamo tudi, da med oglaševanjem in srečo obstaja statistično pomembna korelacija.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [K. Plantosar], 2021Language - slovenianCOBISS.SI-ID - 80534531
Author
Plantosar, Katarina
Other authors
Lah, Marko
Topics
Sreča |
Happiness |
Oglaševanje |
Advertising |
Merjenje |
Measurement |
Magistrska dela |
Master's theses |
sreča |
oglaševanje |
BDP |
Easterlinov paradoks |
happiness |
advertising |
GDP |
Easterlin paradox
Library/institution |
City | Acronym | For loan | Other holdings |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Ljubljana | ODKLJ |
not for loan 1 cop.
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Plantosar, Katarina | |
Lah, Marko | 08714 |
Source: Personal bibliographies
and: SICRIS
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