20.500.12556/RUL-118218 Varčevanje in varčevalni apeli v sodobni potrošni kulturi diplomsko delo Saving and saving's appeals in contemporary consumer culture Današnja družba je potrošna družba, kar pa je opaziti tudi na načinu, kako ljudje varčujejo. V diplomski nalogi bom predstavila dva pogleda na varčevanje. Prvi je racionalni vidik, kjer je potrošnik predstavljen kot suveren akter, ki z varčevanjem pridobi nadzor nad svojim nakupovanjem, drugi vidik pa predstavlja potrošnika, ki skozi varčevanje išče užitek. Preudaren in hedonističen pogled sta iz pogleda varčevanja tesno povezana, saj posamezniki pogosto uporabijo znižano ceno le kot racionalen argument, da upravičijo nakup izdelka in si s tem privoščijo užitek. Da realizirajo čim večji prihranek, zbirajo kupone, hodijo na razprodaje, spremljajo znižanja in podobno. Trošijo in s tem investirajo denar v nakup izdelka, da bi na dolgi rok prihranili. Izvajanje varčevalne prakse marsikateri potrošnik pojmuje kot igro ali nekakšen lov na zaklad, zaradi vznemirljivega iskanja čim nižjih cen. Z empirično preverbo sem pri intervjuvancih raziskala njihovo izkušnjo posluževanja varčevanja. We live in a society that is actually a consumer society, which can be seen on a way people save money. In my dissertation paper I am going to present two different perspectives on saving. The first one is rational model, where a consumer is seen as a sovereign agent, who gets to control his shopping tendencies with saving. The second one represents consumer, who is seeking to reach pleasure through saving. The rational and hedonic are closely connected from a savings point of view, since consumers often use reduced prices only as an rational excuse to buy an item and provide themselves pleasure. To achieve the lowest possible price they use coupons, attend sales, look out for reduced prices and so on. People consume money to invest in a purchase of an item to save in a long term. The practice of saving can also be comprehended as a game or treasure hunt, because of the excitement that can be find in a search for low prices. In empiric analysis I used interviews to illustrate consumers experience of saving. Varčevanje potrošnja nadzor užitek utilitarizem saving consumerism control pleasure utilitarianism true true false [I. Furlan] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-08-27 08:30:04 2020-08-27 08:30:08 2022-08-30 04:02:17 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 80 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366(043.2) 119517 27184387 3473.pdf 3473.pdf 1 B401F0BA45B8C6F81CE97609B1849652 f8602ad3a3273b441ea7dd6c2e85ba9be5444674d355d5c98dac42cd51a55330 6f0af549-a1b9-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=132579 Fakulteta za družbene vede 0 0 0