Magyar Minőség Folyóirat

Reklámok az inflációs időszakban – Empirikus vizsgálat egy középiskola diákjai körében

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Szerző(k): Jenei Szonja

Kiadó: Nemzetközi Oktatási és Kutatási Központ Alapítvány

Kötet: 2025. májusi

Évfolyam: 34

Füzetszám: 5

Folyóirat: Magyar Minőség folyóirat

ISSN (Nyomtatott): ISSN 1416‑9576

ISSN (Online): ISSN 1789-5510

Oldalak: 27–45

Kulcsszavak: fogyasztói magatartás, generációs különbségek, infláció, marketing, reklám, reklámérzékenység, reklámhatás, reklámtípusok, válságkommunikáció, Z generáció

Absztrakt

Significance: Examining the effectiveness of advertising is particularly relevant in times of crisis, as inflation influences consumer decisions and the behavior of the younger generation.
Objective: The aim of this study is to explore how the perception of advertising changes among high school students in inflationary and non-inflationary environments.
Methodology: We conducted a quantitative questionnaire survey in a secondary school in Budapest. Students evaluated various advertising spots based on their effectiveness and annoyance, comparing inflationary and non-inflationary periods. The data were analyzed using SPSS software.
Results: Students’ sensitivity to advertising varies depending on the economic environment. During periods of inflation, advertisements are considered less effective, especially those that are annoying. At the same time, advertisements for certain product categories, such as mobile phones, remain attention-grabbing even during a crisis, mainly due to aspirations associated with high status.
Conclusion: Advertising strategies should take into account the economic situation and the characteristics of the target group. Generational preferences and emotional influences are particularly important in the case of young people, who respond to certain messages despite their conscious price sensitivity.

Cikk letöltése

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