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Efekt trzeciej osoby jako jeden z przejawów wpływu mediów na odbiorcę. Geneza i perspektywy badawcze

100%

Waśko R.

Przestrzeń Społeczna

2021

vol. 1

issue 1/2021 (21)

The subject of media and mass communication has been analysed extensively. In the literature, cases were analysed of the functioning of the mass media, the role of the media as an instrument of marketing activities (including political) and the impact of media messages on recipients. Publications on the third person effect – which is an effect of media impact on recipients – are, however, rare in Poland. The hypothesis of the third person effect was proposed by W. Phillips Davison. The effect can be defined as the phenomenon in which social unit does not perceive or underestimate impact of a media message (e.g. TV political advertising) on itself but does see the influence of this message on others. Initial studies were concentrated at verifying of which variables induce the third person effect. The focus was put on socio-demographic characteristics, media-related variables, and persons with whom the respondent compares. Another group of studies focused on social theories, trying to identify which theories better explain the third person effect. The direction and strength of the third person effect depends on situational variables, which includes socio-demographic variables, those related to media message and how the respondent perceived the ‘others’. The third person effect also depends on the recipient’s exposure to media messages. One factor of the third person effect is the assessment of the harmfulness of the content conveyed, i.e. the more negative a message is, the greater the asymmetry of the third person effect. The article introduces the concept of the third person effect, the variables influencing the creation of the effect and selected theoretical issues that explain this phenomenon.

Neuromarketing – its role in building of brand, introduction of products innovation, and advertising messages

80%

Wrona K.

Marketing Instytucji Naukowych i Badawczych

2014

issue 1(11)

81-101

The goal of the article is to present the substance of the neuromarketing, its assumption and possibilities, as well as the method of research of the activity of consumer’s brains. Particular attention was paid to the use of neuromarketing research in branding, efficient marketing of new products and in building effective advertising messages. An article is also an attempt to show the possibilities of using methods of neuroimaging in improving marketing activities of scientific and research institutions.

Artykuł jest próbą prezentacji istoty neuromarketingu, jego założeń i możliwości oraz metod badania aktywności mózgu konsumentów. Szczególną uwagę zwrócono na zastosowanie badań neuromarketingowych w kreowaniu marki, sprawnym wprowadzaniu na rynek nowych, a zwłaszcza innowacyjnych produktów oraz w budowaniu skutecznych przekazów reklamowych. Artykuł stanowi także próbę pokazania możliwości zastosowania metod neuroobrazowania w usprawnieniu działań marketingowych instytucji naukowych i badawczych.

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1 Marketing Instytucji Naukowych i Badawczych

1 Przestrzeń Społeczna

1 Waśko R.

1 Wrona K.

1 2021

1 2014

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Efekt trzeciej osoby jako jeden z przejawów wpływu mediów na odbiorcę. Geneza i perspektywy badawcze

Neuromarketing – its role in building of brand, introduction of products innovation, and advertising messages