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Use of the anchoring effect in marketing communication
Režný, Michal ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
This bachelor thesis is dedicated to the study of the anchoring effect, one of the most common cognitive biases, and its potential use in marketing communication. The first section of the first part provides a theoretical summary of the anchoring effect as a psychological phenomenon in the form in which it was defined by Amos Tversky and Daniel Kahneman in the early 1970s. It addresses the possible explanations of anchoring and also gives a brief introduction to related cognitive biases, understanding of which is crucial for further orientation in the use of anchoring in marketing communication. The main body of the first part is formed by a theoretical research of academic literature and consequently conducted studies and experiments. The terminological discrepancies between fields when it comes to anchoring in marketing communication are dealt with special attention. A considerable part of this section is dedicated to the different types of use of anchoring in marketing communication. The second part of this paper is an empirical one. It describes an experiment conducted by the author of this work with the objective of studying the effect of anchoring and its usability in practice on the example of fictitious car commercials. The results of the experiment suggest that while there is an evidence...
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The hot hand fallacy
Augustin, Michael ; Korbel, Václav (advisor) ; Šťastná, Lenka (referee)
The "hot hand" effect describes the phenomenon when an athlete makes a considerable in his performance following a series of successes. In the professional literature was the "hot hand" effect considered a fallacy until 2014, when a substantial bias was discovered in the original test method, and a new set of statistics, which controlled for the bias, was introduced. The aim of this work is to test the occurrence of "hot hand" using new methods and to create a performance analysis of both genders. Furthermore it will be proven that the "hot hand" is not a privilege of the best NBA players in the world, but can also occur in semi-professional leagues such as the Czech NBL. The first part of the thesis presents the theory of "hot-hand fallacy" and its important implications in the world of economics and finance. There is also a key review of the "hot hand" literature. In the second and third parts, the biased data and the methodology of the "hot hand" literature are presented, and a new method for controlling this bias is introduced. The results of individual analyses confirm the significant findings of the "hot" and "cold" hand and demonstrate the effectiveness of the new unbiased test. Results discussing the performance test according to gender and the possibilities of further testing are to be...
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Zmírňování kognitivních zkreslení: Jak udělat rozhodování v byznyse racionálnější?
Kučera, Tomáš ; Cingl, Lubomír (advisor) ; Potužák, Pavel (referee)
The thesis is concerned with cognitive biases, especially with confirmation bias, and with various approaches to their mitigation. It elaborates on three main categories of debiasing strategies, namely increasing incentives, adjusting the environment in order to avoid or offset the bias, and training people in recognizing the situations in which a bias occurs and in mitigating the effects of the bias. An experiment in which the patterns of information selection and the effects of a debiasing training were investigated is reported. The results show that participants exhibited confirmation bias both in the selection of information and in the information processing, and that debiasing training effectively decreased the level of confirmation bias by 33 % at the 5% significance level. The debiasing training took the form of a short video which included information about confirmation bias and its impact on judgement, and mitigation strategies.
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Critical thinking
Polách, Miroslav ; Jiřinová, Kateřina (advisor) ; Hána, Lukáš (referee)
This Diplomas thesis is focused on critical thinking. The main goal of this thesis is to define methods and tools leading to improvement of critical thinking in decision making and problem solving. The thesis is divided into five parts. First part is about characteristic of current world and importance of critical thinking in it. Second part defines fundamental errors in judgment and provides methods that could prevent these errors to occur. Third part is about fallacious arguments and philosophical concepts which define to which problems use of critical thinking is appropriate. These concepts could also help to simplify our decision making. Fourth part describes methods to enhance our cognitive abilities and rational thinking. Fifth part summarizes methods and tools leading to improvement of critical thinking.
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