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Individual Differences in Susceptibility to Framing Effects
Vintr, Jáchym ; Vranka, Marek (advisor) ; Lukavský, Jiří (referee)
This diploma thesis deals with the topic of individual differences in susceptibility to framing effects. While some people respond sensitively to changes in the wording of decision problems, other people remain consistent in their decision-making regardless of a problem formulation. The goal of this thesis is to describe the current state of research evidence about these differences. The thesis first introduces main theoretical concepts of framing effect, focusing particularly on Prospect Theory, Dual-Process Theory and Fuzzy-Trace Theory. The thesis also elaborates on a framing effect typology, describes the main moderators of the effect, and summarizes the most important meta-analyses and replication studies. In the next part, the thesis introduces the main empirically described predictors of resistance to framing among cognitive styles, cognitive abilities, numeracy, personality dispositions and developmental factors. In the empirical part of the thesis, a pre- registered quantitative online study on a convenience sample from a Czech adult population (N = 584) was conducted with the goal of testing whether numeracy predicts resistance to framing above and beyond fluid intelligence, need for cognition and faith in intuition. For the purpose of the study, adapted two-factor Resistance to Framing scale and...
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The use of eye tracking in marketing research
Smékal, Jan ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
This bachelor thesis deals with the use of the eye camera in marketing research. The introductory part focuses on the basics of eye physiology, which are necessary for understanding the principles of eye tracking. This is followed by an introduction to the process of measuring the path of vision, its history and the development of methods. It introduces the reader to the eye camera and its most important parameters and introduces him to examples of practical use of eye tracking in various areas. It also describes the capabilities and limitations of the eye camera, the possibilities of combination with other research methods and, last but not least, it also contains a practical demonstration of the possibilities of analysis and visualization of measured data. Then it looks at eye tracking in the context of marketing and visual perception and introduces the reader to the application of the eye camera in various areas of marketing research. The practical part aims to bring the reader closer to the practical side of eye-tracking. Through a specific example, it shows what such research looks like and what it entails. From experiment design planning to data analysis and interpretation. The research examines the general phenomenon of the influence of the direction of the model's view on the effectiveness...
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Research of social networks - Patreon, Onlyfans, Swag - focused on the pornography industry
Vančo, Ondřej ; Halada, Jan (advisor) ; Vranka, Marek (referee)
In my thesis I analyze the functioning of social media, which are part of the pornographic industry. Namely, the work is focused on Patreon, OnlyFans and Swag. In my work I focus on two models and follow the development of their work habits over time. The theoretical part of the thesis also touches on a brief history of pornography on the Internet. Given the current situation, I also describe very marginally the impact of the coronavirus crisis on the porn industry. Finally, a quantitative analysis is performed using a questionnaire survey, which examines the phenomena described in this thesis.
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Perception of advertisements on online dating apps focusing mainly on Tinder
Dobiášová, Tereza ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The topic of the bachelor's thesis is perception of advertising on online dating apps focusing mainly on Tinder. The aim of this thesis is to examine how Czech users perceive existing advertisements they have encountered on Tinder and find out their openness and attitudes towards different advertisements within the app. Exploratory research also deals with various formats that can be used for adverting in the app and user's responses to them. The results present user's experience with in-app ads and responses to several different ads and formats. The knowledge from the work can be used as an indicator for brands that are considering investing in a new advertising medium.
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Analysis of the current state of children's risk detection within family
Sochová, Nikola ; Vranka, Marek (advisor) ; Šporclová, Veronika (referee)
This thesis focuses on the skills necessary to detect children being at risk from the adults in their surroundings based on the signals that the children manifest. The specific signs are described in the theoretical part, for example, different child expressions (on psychological, physical or behavioural level etc.) which can accompany risk exposure. The thesis also focuses on analysis of different environments in which these signals can be detected (family, school, medical examination etc.). Risk factors of children being exposed to danger in their own families are also analysed. Knowledge of these factors can facilitate the detection by surrounding people. The empirical part examines the signals most frequently used for the detection of children at risk by the adults in their proximity, as well as signs which don't get much attention (the adults are unable to perceive those signals, or they don't consider them as important). This analysis uses the data from "Children Crisis Center" (Dětské krizové centrum). Quantitative content analysis was used for the data survey. The quantity of signals registered by the family carers was compared to the quantity of signals only discovered by psychological examination. The conclusion reached by this analysis suggests, that family carers are not yet very...
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The Perception of Woke-Washing Marketing by Generation Z Members in Slovakia
Rybárová, Veronika ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The subject of this thesis is the perception of woke-washing campaigns by members of Generation Z in Slovakia. It focuses on the influence on behavior, opinions, thought processes that such campaigns evoke, perception of the authenticity of these campaigns and the criteria according to which Generation Z evaluate activist campaigns in Slovakia.The theoretical part clarifies the definitions of terms, demonstrates examples, describes the perception of these campaigns internationally, the criteria according to which we distinguish brand activism and woke-washing and the ethical impact of the issue, as well as what we know about the regional context.The practical part explains the methodology, course and findings of the research, the aim of which was to find a deeper understanding of the perception of woke-washing campaigns in a selected sample of respondents. The research showed that the authenticity of brand-activism campaigns can be an important factor in shaping the final opinion of the campaign, but no significant conscious change in behavior was detected.
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Perception of comparative advertising in the Czech environment
Lesáková, Kateřina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis deals with the issue of comparative advertising and its perception in the Czech environment. From a marketing point of view, comparative advertising represents an interesting opportunity to legally confront the competition in advertising. However, this option is little used in the Czech Republic, although comparative advertising has been permissible for twenty years. The aim of the thesis is to provide a comprehensive insight into the topic and to find out what reactions the comparative advertising in the Czech environment evokes. The theoretical part introduces comparative advertising as part of marketing communication, its legal and non-legal regulation or its perception in different cultures. Research, which deals with the issue of comparative advertising in the Czech environment, is presented additionally. The practical part then builds on the theoretical part and verifies its findings through quantitative research in the form of a questionnaire survey. Specific examples of comparative advertising are also presented. The obtained conclusions can be useful, for example, for advertisers who are considering whether to create a comparative advertisement, but also for the academic community, as this topic is not much researched in the Czech environment.
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