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Original scientific paper

Possibilities of application of behavioral economy to the art sector of the creative industry

Filip Živaljić ; Polytechnic of Međimurje in Čakovec, Čakovec, Croatia
Mirjana Trstenjak ; Polytechnic of Međimurje in Čakovec, Čakovec, Croatia

Full text: english pdf 128 Kb

page 15-23

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A relatively new scientific discipline that finds its primary source in psychology, better
known as behavioural economics, is attracting the attention of many authors. It is
increasingly applied for the purpose of better understanding consumers, especially in
decision making, including personal feelings and limitations in a realistic way. This
paper aims to present a model of application of behavioural economics in the sectors
of the creative industry. The creative industry has great potential in the role of regional
development, accordingly the application of behavioural economy in its sectors can
have a positive impact on the further development of the economy of the Republic of
Croatia. The paper proposes a model for applying mental accounting to increase the
number of visitors in the arts and culture sector to increase the attendance at events
of projects funded by EU projects and which must be free.


behavioural economics, creative industry, mental accounting, cultural events

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