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Possibilities of preventing the negative influence of cognitive biases on everyday decision making
Tesařová, Monica ; Stehlík, Luděk (advisor) ; Uhlář, Pavel (referee)
This bachelor thesis deals with possibilities of preventing the influence of cognitive biases on our everyday decision making, especially with the negative effect of the anchoring-and-adjustment heuristic on consumer behavior. The first chapter is concerned with human irrationality in decision making, primarily with cognitive biases. Some of the most significant types of cognitive biases that negatively affect our decision making are presented and various approaches trying to explain their origin and nature are introduced subsequently. It continues with a chapter on possibilities of the prevention of cognitive biases where the theory of debiasing is mentioned and an example of a successful debiasing strategy is presented. The last chapter of the theoretical part focuses in detail on one particular type of cognitive bias that arises from using the anchoring-and-adjustment heuristic. The aim of the empirical part of the thesis is then to propose a strategy that will, at least partially, help reducing the negative impact of this bias on our decision making in everyday situations - particularly from the consumer perspective. Another part of this is also an outline for an experimental study that would help verify the effectiveness of the proposed measures. Keywords: heuristics, cognitive biases,...
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Change Blindness and Choice Blindness
Denemarková, Martina ; Vranka, Marek (advisor) ; Uhlář, Pavel (referee)
Change blindness and choice blindness are phenomena, research on which is not only interesting, but also essential for better understanding of attention, formation of internal representations, decision making processes, formation and stability of preferences. The thesis introduces change blindness and choice blindness in theoretical relations, briefly submits crosscut of research studies of these phenomena and factors affecting them. In relationship to the literature review part, this thesis also contains a proposal of empirical study investigating the influence of demand characteristics on choice blindness in context of consumer preferences. Keywords: Change blindness Choice blindness Preferences Internal representations Decision making
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Possibilities of marketing localization in retail environment
Šimek, Petr
The dissertation maps the micro-local and cultural aspects of the Czech Republic and applies them to retail marketing. Not only price and performance is the most critical factor in shopping, but also social background, culture, and micro-location have a significant influence on purchasing decisions. The work consists of 3 independent pieces of research, which follow on from and complements existing Czech studies on shopping preferences, which primarily deal with regional diversity and social aspects or directly purchasing decisions and moves the knowledge of Czech customers one step forward. Powered by TCPDF (www.tcpdf.org)
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The Application of Fuzzy Logic for Rating of Suppliers
Boros, Adrián ; Podešva, Lukáš (referee) ; Janková, Zuzana (advisor)
The master’s thesis deals with the design and implementation of decision models for the evaluation and subsequent selection of suppliers of powder paints for the company Kenzel s.r.o. Decision models are created in MS Excel and MathWorks MATLAB and use the principles of fuzzy logic. The thesis describes the theoretical basis of the work, the current state of the company and the implementation of both proposed models. Part of the work is also the selection of evaluation criteria on the basis of which the evaluation of selected suppliers takes place.
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The Relationship Between Cognitive and Emotional Processes in Executive Functioning
Novák, Ondřej ; Stehlík, Luděk (advisor) ; Uhlář, Pavel (referee)
This thesis provides brief overview of key surveys and theories dealing with the influence emotions have on selected executive functions (decision making and judgment). It discusses the issue using the theoretical framework of cognitive-experiential Self-theory (CEST), and emphasizes current knowledge and experimental approaches. It describes various approaches to understanding of emotions and their influence, such as the theories of emotional valence and affect, embodied emotions or motivational role of emotions. The thesis includes a quality research design aimed on emotional goals of specific basic emotions (fear, anger, sadness and joy). The results will provide a theoretical framework for the "feeling-is- for-doing" approach focused on the motivational component of emotions, allowing to examine it empirically.
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Decision making in choosing a partner in romantic relationships
Rubenová, Lucie ; Lačev, Alek (advisor) ; Kebza, Vladimír (referee)
This master's thesis deals with the topic of decision making when choosing a partner in romantic relationships. It reacts to the phenomenon of looking for a partner via internet dating sites and tries to determine whether the requirements we have for an ideal partner correspond to the real-life selection of a romantic partner. In the theoretical part studies and theoretical concepts concerning romantic partnership are presented - selection of a partner as well as relationship maintenance. The thesis is based on evolutionary-psychological theories (Buss, 1989), experience of partner counselors and theoretical concepts of social psychologists, such as triangular theory of love (Sternberg, 1986) or five love languages (Chapman, 2002). In the decision making area, the thesis relies primarily on Kahneman's (2013) two systems within the dual process theory. The empirical part poses the question whether we spot differences between the preferred characteristics of ideal partner and the subjectively evaluated characteristics of the person who we are attracted to at a real-life meeting, motivated to potentially establish a romantic relationship. In my research, most of the observed aspects showed significant references. The target group were Czech university students who participated in speed dating event...
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The influence of communication channels on decision making of first-time voters shown on the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2017
Karasová, Kamila ; Soukeník, Štěpán (advisor) ; Křeček, Jan (referee)
This master's thesis named The influence of communication channels on decision making of first-time voters shown on the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2017 focuses on the influence and use of the consumption of communication channels on the decision making of first-time voters. This thesis also portrays the phenomenon of contemporary opinion leaders, such as YouTubers, bloggers, and other Internet celebrities. The theoretical section of the thesis describes the organization of elections to the Chamber of Deputies of the Parliament of the Czech Republic, defines the first-time voter in terms of psychological and sociological, discusses the impact of socialization within family, school, and media, presents the concept of political efficacy, and describes the electoral participation of adolescents. In addition, this thesis focuses on current trends in the consumption of communication channels by young people and opinion leaders. This section draws upon particular international studies and other relevant literature. The analytical section presents the methodology of the research, defines the research sample and its selection, and describes the results of the research. The established hypotheses are based on the results of international studies and for...
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The influence of international relations discourse on its actors decision-making
Komasová, Sarah ; Drulák, Petr (advisor) ; Bureš, Oldřich (referee)
The diploma thesis experimentally examines the influence of the discourse of international relations schools on decision-making of its actors. The hypothesis presumes that the extent of actors' cooperation is influenced by the discursive framing in which the dilemma is presented. The experimental model has been constructed on the basis of iterated prisoner's dilemma which is presented through discursively influenced narratives as an evolving international relations situation. These narratives,representing an independent variable, have been derived from concrete schools of international relations - realism, neoliberalism and constructivism. Participants of the experiment were assigned to particular experimental treatment on the basis of random assignment. The experiment confirmed a statistically significant difference between decision-making of participants assigned to the realist and neoliberal experimental treatment, fulfilling the condition of random assignment which was controlled through control variables. Understanding of the decision-making process was further enriched by a qualitative analysis of interviews with selected experiment participants; the analysis deals especially with the strategy selection process and the strategy application. Powered by TCPDF (www.tcpdf.org)
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