ДАНИНГ-КРУГЕРОВ ЕФЕКАТ: УТИЦАЈ ИСКРИВЉЕНЕ РЕАЛНОСТИ НА ПЕРЦЕПЦИЈУ ПОТРОШАЧА ПРЕМА ЛУКСУЗНИМ БРЕНДОВИМА

  • Радослав В. Балтезаревић
  • Ивана Ж. Балтезаревић
Ključne reči: Данинг-Кругеров ефекат, Понашање потрошача, Дигитално окружење, Луксузни брендови, Негативна електронска комуникација од уста до уста

Sažetak


Иако је напредак технологије омогућио људима да готово тренутно дођу до информација које би им попунилe рупе у знању и унапредило вештине, или и удаљило од неистине или непотпуне истине, мало је оних који такву информацију заиста и потраже. Према Данинг-Кругеровом ефекту, такви људи нису свесни дефицита свога знања, а при томе своје способности прецењују. Овакве личности, које карактерише претерано самопоуздање, су саставни део сваког друштва. Истраживања су показала да је њих тешко разуверити у њиховим неаргументованим убеђењима, чак и када су суочени са неоспорним чињеницама, из просте потребе да одбране своје самопоуздање, али и због тога што уопште нису свесни свог незнања. Такође, својим претераним самопоуздањем, имају моћ да врше снажан друштвени утицај, јер како је наука показала, такав утицај се дешава на подсвесном нивоу и референтна група лакше усваја њихове ставове. У реалним животним условима или у дигиталном окружењу, појединци који су препознати од стране Данинга и Кригера, као некомпетентни, али и превише самоуверени, у својој потреби да наметну или одбране своје ставове, према многим студијама, жустрије врше један вид контаминације друштва половичним или комплетним дезинформацијама, а да тога нису ни свесни, за разлику од оних који су у одређеним областима заиста стручни. Овакве особе су често предводници многих друштвених дискусија, од критике политичких кандидата, економских анализа, познавања вирусологије и негативних ефеката обавезне вакцинације па све до анализе перформанси и бенефита луксузних брендова.

Основни циљ овог рада је да анализира прикупљене информације из доступне научне литературе, пре свега из области маркетиншке комуникације, психологије, и социологије и да скрене стручњацима пажњу, који се баве анализом понашања потрошача, на утицај Данинг-Кругеровог ефекта на формирање или деградирање ставова потрошача према луксузним брендовима. Знања о овом феномену могу помоћи да се прецизније креира бренд комуникација и адекватније одговори захтевима тржишта, али и да се лоцирају извори дезинформација и на њих благовремено реагује. Негативна електронска комуникација од уста до уста у дигиталном окружењу је нарочито велики проблем, који утиче неповољно на имиџ луксузних брендова, пре свега што су дигитални медији омогућили нестручним индивидуама да без икакве цензуре шире неистине и тиме одређеној мери врше репрограмирање јавог мњења, или бар неких његових делова.

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