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Men versus pornography. A strategy proposal for online community Nofap
Mičke, Vítek ; Báča, Ladislav (advisor) ; Rosenfeldová, Jana (referee)
This thesis deals with the negative impact of problematic pornography use among men. Scientific results from this research area described in the theoretical part, are used for creation of strategy proposal for NoFap, an online community helping men to end their problematic pornography use. The selected product for communication is a 90-day abstinence from pornography called NoFap Reboot. The main goal of this thesis is to find a specific product benefit which would make as many members of the target group as possible to try NoFap Reboot. Quantitative research among target group strictly follows a method called Profitbooster. Excluding the gained insight into the strategic planning faze of a marketing campaign, this thesis may serve as an elementary summary of scientific results from the academic area researching the negative impact of problematic pornography use.
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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...
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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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Psychological Factors Influencing Efficiency of Cause-related Marketing
Bernátová, Miriama ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
1 Annotation The bachelor thesis called "Psychological Factors Influencing Efficiency of Cause-related Marketing", deals with selected psychological factors and their effect on credibility of the campaign, the attitude towards the brand and purchase intention, which may have overall influence on efficiency of marketing communication. The thesis consists of two parts - theoretical and practical. Theoretical part includes definition of cause-related marketing, its benefits and typology as well as examples of CRM use. Theoretical part is also focused on psychological factors examined further in the study. Practical part involves the replication of the study, which aim is to examine influence of certain psychological factors on the efficiency of CRM. Chosen psychological factors are the type of the product and the perceived fit between the product and a cause. The results of the research indicate influence on the credibility of the campaign, brand attitude and purchase intention even though the hypotheses of the research were not confirmed.
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Influence of omission neglect phenomenon on perception of product and brand
Chovancová, Michaela ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
This bachelor thesis, titled Influence of Omission Neglect Phenomenon on Perception of Product and Brand, deals with the modern and quite unfamiliar issue of omission neglect phenomenon in the Czech Republic. Omission neglect (ON) refers to lack of sensitivity to missing or unmentioned information. The main focus of the thesis is to summarize the existing complex knowledge about the phenomenon and to confirm whether the effect of ON is present in consumer behaviour of Czech customers. The thesis is divided into a theoretical and a practical part. In the theoretical part, I investigate the topic of consumer behaviour and decision-making in relation to the ON phenomenon. Next, I deal with the topic of heuristics and cognitive biases the ON is part of. Then, I offer a definition of the term, describe its historical background, the influence it has on the decision-making process, and factors which have the tendency to decrease the impact of omission neglect. In the last part of the theoretical section, I summarize the most important studies on the ON effect. In the practical part, I replicate a study from 2014 which deals with different intensity of the ON effect on respondents with high and low contextual cognitive level in a specific product category. The purpose of my study was to confirm the influence of...
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