CUSTOMERS' PERCEPCION AND ATTITUDES TOWARD MINIMALISM CONCEPT IN ADVERTISING

Diana Plantic Tadic (), Mihaela Ivancic () and Maja Dawidowsky Mamic ()
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Diana Plantic Tadic: University VERN

Economic Thought and Practice, 2024, vol. 33, issue 2, 605-623

Abstract: Inevitable strengthening of competition and differentiation in all forms of marketing communication also requires from advertisers to embrace the most effective concepts that would make them stand out in the market and gain greater favor from consumers. One such recent concept is minimalism, which is now found in a wide range of different areas, including art, architecture, lifestyle, and marketing communication. Previous relevant findings indicate the need to investigate consumers' perception and attitudes towards the concept of minimalism in advertising in the Croatian market. The conducted electronic survey covered a significant sample of adult consumers, and the statistical analysis revealed an increased level of their attention to minimalist ads, as well as their predominantly positive attitude towards minimalism in advertising. Taking into account the identified limitations of the study, it can be generally concluded that Croatian consumers prefer the application of the minimalism concept in advertising, which should serve as a useful guideline for Croatian companies and marketing agencies in shaping a strategy to differentiate themselves in the competitive advertising space.

Keywords: concept of minimalism; advertising; minimalism in advertising; attitudes; perception (search for similar items in EconPapers)
JEL-codes: C83 M31 M37 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.17818/EMIP/2024/2.13

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