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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Significance, Influence and Signs of Consumerism Among Czech Children and Adolescents
 JOCHMANNOVÁ, Lucie
My master's thesis deals with the issue of consumerism and consumer behaviour focusing on children and youth. The thesis is divided into two main parts: theoretical and practical. The theoretical part describes development of consumer behaviour and factors influencing it, such as social groups or advertising. It also deals with children's perception of brands and their impact on children's consumer behaviour. It describes the significance of consumer education in the context of the education system in the Czech Republic. It also deals with the consumer education systems and possibilities in the broader context of the European Union and other organizations. The practical part contains a lesson plan on consumer education and a pilot case study on consumer behaviour of a selected group of Czech children. The pilot case study asked two research questions: What do brands mean for the children? Do the children show signs of consumerism through their preferences and consumer behaviour? The results of the pilot case study are described in this section as well.
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Consumerism and Identity Construction of Contemporary Inhabitants of the Czech Republic
 JOCHMANNOVÁ, Lucie
The main issue of this thesis is the influence of consumerism on construction of identity and values of contemporary inhabitants of the Czech Republic. In the first part of the thesis I give an explanation of characteristics typical for the ?producer society? and the ?consumer society? and importance of work ethic in these types of societies as explained by the theory of Prof. Zygmunt Bauman in his book Work, Consumerism and the New Poor. Next I try to explain the influence of work and consumerism on the creation of identity. Next I focus on changes and development of consumerism and the meaning of work for the Czech people and their identity since planned economy until the present days. Finally I try to answer the question if the Czech Republic is more alike the Bauman?s ?producer society? or the ?consumer society?.
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