National Repository of Grey Literature 70 records found  1 - 10nextend  jump to record: Search took 0.01 seconds. 
The crucial variables influencing sunk cost fallacy
Kalous, Michael ; Höschlová, Eva (advisor) ; Vranka, Marek (referee)
The thesis examines the sunk cost effect and independent variables which affect it. In the first section, decision-making and decision-making theories are described. The theoretical part also includes the results of research conducted on the topic of sunk cost effect. At the end of the theoretical part selected decision-making theories are explored in context of the sunk cost effect illusion. The empirical part investigates the examination of the sunk cost effect in relation to responsibility for previous decisions. Furthermore, the relation of this effect to personality (Big Five) and time perspective is examined. To measure these two factors, NEO personality inventory and Zimbardo time perspective inventory were used. The results have proven an influence of sunk costs on preference to invest additional resources into the considered hypothetical project. In one model case, extraversion has been found to be a significant predictor of inclination to the sunk cost effect. Keywords: sunk cost effect, sunk cost fallacy, escalation of commitment, time perspective, Big Five
Storytelling as a method of persuasion
Plintová, Petra ; Vranka, Marek (advisor) ; Sedláček, Mojmír (referee)
The bachelor thesis is dedicated to narrating of stories. The first part sets basic definitions, characteristics and information important for this task. It proceeds with chapters on functions of stories and description of the term "universal myth". It follows with a chapter focused on neurobiological effects on the listener. The second part of this paper is dedicated towards storytelling. Storytelling is introduced as a marketing strategy and a useful technique of persuasion. The thesis presents various applications of stories in the world of marketing, brands and non-profit organizations. This second part contains examples of stories used in marketing and advertising. Third part of this paper proposes an experiment which examines the possible effects of stories onto evaluation of the attractiveness of things, specifically for this experiment we chose paintings. Powered by TCPDF (
Alcohol myopia and decision making
Jandová, Tereza ; Vranka, Marek (advisor) ; Kaplan, Cyril (referee)
This bachelor's thesis is divided into two sections. The literary re-view section focuses on described theories of alcohol consumption. More importantly it summarizes the results of significant studies fo- cused on risky behaviour during alcohol intoxication. Research pro-posal deal with the correlation between risky behaviour, such as aggression, risky sexual behaviour, drunk driving and gambling, and alcohol consumption among college students. Powered by TCPDF (
Effective Persuative Techniques and Factors Used by Propaganda and Disinformation Resources
Schubertová, Karolína ; Vranka, Marek (advisor) ; Sněhotová, Jiřina (referee)
The topic of persuasion becomes current these days, with a permanent stream of information, from whose is hard to pick the true ones. Every one of us gets to know the world according to certain figures of selective perception, that permit us to see the world according to our beliefs. My work aims to find the answer on several questions about the use of persuasion in propagandistic and disinformation media a make a basic overview of this topic. The answer to these questions is important to know, so we can get about this world, where "lie" is called "alternative truth". To write my thesis, I used academic journals, articles, and studies. In the theoretical part, I introduce the topic and its importance and define the keywords of my work. Next, I describe the topic of attitude change, its models and factors that intervene in the persuasion process on the side of the source, message, and the receiver. The last is propaganda and dezinformation and its techniques used in the environment of the new media. The draft of my research project has a qualitative design. I propose there the Czech version of replication of the correlation study made by Pennycook and Rand (2019), that aims to look at the psychological profile of the recipient of fake news. I investigate the correlation between analytical thinking,...
Use of Anchoring in Marketing Practice
Gardianova, Tereza ; Vranka, Marek (advisor) ; Malvotová, Pavla (referee)
The bachelor thesis deals with one of the best known heuristics - the anchoring effect. The main aim of this thesis is to analyze which marketing practices use the anchoring effect and what influence anchoring has on the consumer and consumer's decision-making. In the theoretical part there are presented theoretical approaches and mechanisms, which try to explain the origin of anchoring, together with other factors that can influence the effect of anchoring. In the second half of the theoretical part are analyzed marketing pricing strategies and consumer decision-making process especially consumer decision-making about the maximum price that consumers are willing to pay for a product or service. In the practical part, the experiment is carried out which examines the basic principle of anchoring and under the changed conditions it also tries to confirm the reduction of the anchor effect.
Designing Health Interventions: The Role of Argument Type and Message Format
Schlosserová, Michaela ; Vranka, Marek (advisor) ; Švec, Kamil (referee)
8 Abstract According to the study carried out by the European School Survey Project on Alcohol and Other Drugs (ESPAD, 2015) in the Czech Republic, Czech children reported higher alcohol consumption in the last 30 days (68.5 %) compared to the EU average (48%) as well as more common encounters with binge-drinking. The objective of this thesis is to assess the role of argument type and message format found in Health campaigns. The thesis explored the perception of persuasive messages amongst the target group and offers theoretical implications for practitioners. The theoretical part is grounded in current knowledge in social psychology as well as behavioral economics while focusing on argumentation and persuasion. Key theories this thesis is based on include the Social Judgement Theory (Sherif, Sherif, Hovland and Nebergall, 1961), the Elaboration Likelihood Model (Petty and Cacioppo, 1986), the Cognitive Dissonance Theory (Festinger, 1957) and the Theory of Reasoned Action (Fishbein and Ajzen, 1975). The empirical part is based on experiment replication (Cornelis, Cauberghe and De Pelsmacker, 2013) which inspected the perception of messages that dissuade from binge-drinking amongst young adults. This thesis employs printed questionnaire distributed amongst the convenience sample of 232 students attending...
Effect of cognitive dissonance on altruistic behavior in nonprofit sector
Tížková, Tereza ; Vranka, Marek (advisor) ; Klimeš, David (referee)
The field of behavioral economics has been developing rapidly a during the recent period. This sphere of economics operates with cognitive biases, heuristics and other factors influencing human judgements and provoking the decisions commonly referred to as irrational. The phenomena affecting human mind when making decisions under uncertainty include the so- called cognitive dissonance, an unpleasant obnoxious state of conflict, usually between our inner values and the acts we make. Humans, even though often unconsciously, aim to mitigate the dissonance feeling, usually without being able to address the phenomenon. In the empirical part of this paper, random sample of subjects was manipulated to face the threat of cognitive dissonance in two experiment Modifications, and to experience the dissonance straightaway in the case of the third Modification. Subsequently, the effect on respondents' helping behaviour was measured. Analysis of the resulting dataset then revealed an interesting, statistically significant relationship between creating a positive self-image (or also distorting it) and acting altruistically afterwards. The research results are applicable in profit or non-profit sector communications. The initial objective here was, above all, making the marketing strategies more efficient in the fields of...
The effect of fear in marketing communication
Neumannová, Barbora ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis called "The effect of fear in marketing communication" deals with the role of emotion in advertising, particularly with the emotion of fear and its effect of persuasion when it's used in marketing communication. The thesis consists of two parts - theoretical and practical. theoretical part includes the theory of the role of emotions in advertising and the advantages and disadvantages that go with that. It also describes the fear and how it can be used in marketing communication. The theoretical part is also focused on the Regulatory focus theory and the term Regulatory fit. The practical part involves the experiment which examines the effect of fear emotion in marketing communication and the persuasion of messages. One part of the experiment is measuring the regulatory focus of the participants and the links between their focus and framed messages. In this experiment the results do not confirm higher persuasion of marketing communication containing emotion of fear and there were no significant statistical relationships between regulatory focus of participants and the evaluation of persuasion of marketing messages in the same frame.
Influence of music on consumer behavioral in gastronomic facilities
Matějka, Filip ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
Music, as a term that is currently linked to many different sectors. The work is mainly about its connection to possible use in the context of influencing consumer behaviour of customers. Theoretical knowledge shows that music has been researched in this direction for a long time and its influences on the general behaviour or psyche of people are already proven. However, with regard to its own studies on the impact of music on consumer behaviour, there is still considerable scope for further and more detailed research and experiments. The work reveals that some older studies have still not been overcome and are currently being used as sources for newer research. The work as a whole is processed from a theoretical and practical point of view, from the perspective of a person, who knew about influence of music on humans psyché just from his own observation, so the theoretical part was used primarily for his own edification and understanding of theoretical concepts. This allows the planned research to be carried out in a practical part. The research was assembled according to the not quite classical method of field observation. It follows its experimental essence. At its beginning, however, it stood the hypothesis that the specified musical genres could influence the typology of consumed alcoholic...
The impact of behavioral economics on email fundraising of non profit organization Greenpeace ČR
Fišer, Matěj ; Báča, Ladislav (advisor) ; Vranka, Marek (referee)
The aim of this work is to bring new knowledge in the field of behavioral economics and to explore the influence of selected behavioral concepts on fundraising campaigns conducted through e-mail. The thesis first introduces the key aspects of behavioral economics, explains its development throughout history and defines selected behavioral concepts. Then the thesis describes fundraising and its use in nonprofit organizations. The second part of the thesis introduces the case study, which dealt with the application of selected behavioral studies concepts to the e-mailing campaign led by the non-profit organization Greenpeace Czech Republic. The empirical part presents a description of this experiment and an analysis of the results, which revealed that the usage of selected behavioral concepts may be counterproductive under certain conditions.

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