20.500.12556/RUL-173686 Povezanost značilnosti video oglasov ter psihološkega in fiziološkega odziva na izpostavljenost multimediji magistrsko delo The relationship between advertisement characteristics and psychological and physiological responses to multimedia exposure Literatura ponuja številne raziskave o odzivu gledalcev na posamezne značilnosti oglasov, študije, ki bi se ukvarjale s preučevanjem celostnih odzivov na raznolike in kompleksne multimedijske oglase, pa so redkejše. V okviru magistrske raziskave smo izvedli sekundarno analizo podatkov, katere namen je bil preučiti razlike v psiholoških in fizioloških odzivih gledalcev na multimedijske oglase z različnimi značilnostmi. V raziskavi so sodelovali udeleženci, stari med 18 in 24 let, ki so si v eksperimentalnem delu ogledali štiri multimedijske oglase, vstavljene v štiri videoposnetke, ob tem pa so bili zbrani podatki o njihovih psiholoških in fizioloških odzivih. Analizirali smo psihološke odzive 53 udeležencev na Lestvici izpostavljenosti multimedijskim oglasom (Multimedia Ad Exposure Scale – MMAES; Oğuz, Strle idr., 2023) in fiziološke odzive 30 udeležencev na štirih značilkah signala premera zenice. Med posameznimi oglasi nismo zaznali razlik v psiholoških odzivih, našli pa smo pomembne razlike v fizioloških odzivih gledalcev glede na oglas. Ko smo oglase združili v skupine glede na prisotnost istih značilnosti, razlike v fizioloških odzivih niso bile več statistično značilne. Čeprav nismo identificirali konkretnih značilnosti, ki bi pojasnile razlike v odzivih, smo izpostavili nekatere značilnosti, ki se zdijo posebej zanimive za nadaljnje raziskovanje. Raziskava osvetljuje razliko med psihološkimi in fiziološkimi odzivi gledalcev ter preko obstoječih psiholoških teorij skuša pojasniti njihovo kompleksno povezanost. Izpostavlja potrebo po oblikovanju modela, ki bi natančneje pojasnil mehanizme, preko katerih kombinacija različnih značilnosti oglasov vpliva na psihološke odzive gledalcev. The existing literature offers numerous studies on viewers’ responses to individual advertising features, whereas research addressing holistic responses to diverse and complex multimedia advertisements remains relatively scarce. As part of this master's thesis, we conducted a secondary analysis of previously collected data with the aim of examining differences in psychological and physiological responses to multimedia advertisements with different features. Participants, aged between 18 and 24, viewed four multimedia advertisements embedded within four video clips in the experimental part of the study, during which their psychological and physiological responses were colected. We analyzed the psychological responses of 53 participants using the Multimedia Ad Exposure Scale – MMAES (Oğuz, Strle, et al., 2023) and the physiological responses of 30 participants based on four features of the pupil diameter signal. No significant differences in psychological responses between individual ads were found; however, significant differences in physiological responses across advertisements were observed. When ads were grouped according to the presence of shared features, the differences in physiological responses were no longer statistically significant. Although we did not identify specific features that could explain the differences in responses, we highlighted several characteristics that appear particularly relevant for further investigation. The study emphasizes the distinction between psychological and physiological responses and attempts to illuminate their complex relationship through established psychological theories. It also highlights the need for the development of a model that more precisely explains the mechanisms through which combinations of advertising features influence viewers’ psychological responses. oglaševanje multimedija izpostavljenost medijem odzivi advertising multimedia media exposure responses true false false [L. L. Debelak] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-20 07:17:31 2025-09-20 07:17:35 2025-10-10 03:50:25 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 72 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 159.91:316.774(043.2) 592686 250052867 55538.pdf 55538.pdf 1 38DD56F29FB507208D25A508A9C91873 43048a1e9a56a817634d9ebff2e94b276b74a2529f4331cec94971b4ba154afb f059828b-95e0-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=218334 55540.pdf 55540.pdf 1 A049B6131867936FDCBAC6BD64F6174C 3000fa4241dc8c60ce79f60dc0d73b37def9dcac5ee2bc85378bc85950f6a664 f05a078e-95e0-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=218335 55541.pdf 55541.pdf 1 E610DF8E6B3B4763A57CB541EAD193BA 7e6352f38cbecdf7532f786dcd135ffaf2b6e69e4952eac49f55af6df81006c8 f05a4c1a-95e0-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=218336 Filozofska fakulteta 0 0 0