o:28678 Uloga regulacionog stanja na ponašanje potrošača The role of the regulatory state on consumer behavior sr APSTRAKT: Značajnost regulacionih fokusa, kao psiholoških stanja kod potrošača, prilikom komuni- ciranja promotivnih poruka je potvrđena u mnogim radovima. Uprkos empirijskim doka- zima o značaju regulacionog fokusa u komuniciranju promotivnih poruka, kao i uticaju okruženja na izazivanje regulacionog fokusa, postoji velika praznina u naučnoj i stručnoj literaturi u objašnjavanju načina kako regulaciona stanja utiču na ponašanje potrošača. Popunjavanje ove praznine predstavlja glavni doprinos ovog rada. Korišćenjem primarnih podataka prikupljenih anketnim metodom nad studentima Univerziteta u Beogradu i se- kundarnih podaka dobijenih iz Ankete o potrošnji domaćinstava (RZS, 2014), analizirana je uloga regulacionog fokusa u objašnjavanju ponašanja potrošača. Primenom logističke regresije i uparenog t-testa pokazano je da regulaciono stanje značajno utiče na sklonost potrošača ka različitim promotivnim aktivnostima (studija 1 i 2), kao i na spremnost plaćanja (studija 3). ABSTRACT: The significance of regulatory foci, as psychological states, in marketing communications has been confirmed in many papers. Despite the empirical evidence of the importance of regulatory focus in marketing communications, as well as the influence of the environ- ment on inducing regulatory focus, there is a large gap in the professional and scientific literature in explaining how regulatory foci affect consumer behavior. Filling this gap is the main contribution of this paper. Using the primary data collected by the survey method on students of the University of Belgrade and secondary data obtained from the Household Budget Survey (RZS, 2014), the role of regulatory focus in explaining con- sumer behavior was analyzed. Using logistic regression and paired t-test it was shown that the regulatory focus significantly affects the consumer preferences to various promo- tional activities (studies 1 and 2), as well as the willingness to pay (study 3). KLJUČNE REČI: REGULACIONI FOKUS, PONAŠANJE POTROŠAČA, MARKETINŠKE KOMUNIKACIJE KEYWORDS: REGULATORY FOCUS, CONSUMER BEHAVIOUR, MARKETING COMMUNICATIONS 1552099 10.54318/eip.2022.lc.321 1552101 2217-6217 2023-04-07T11:06:20.109Z 44 no 46 Lazar Čolić Univerzitet u Beogradu Ekonomski fakultet 20319335 Ivana Prica Univerzitet u Beogradu Ekonomski fakultet person 12747111 0000-0001-8980-5726 application/pdf 284184 https://phaidrabg.bg.ac.rs/o:28678 no yes 1 70 92000001 11A03 Ekonomske ideje i praksa 45 1 13 2022