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The modern marketing phenomenon: Neuromarketing
Teichmann, Lukáš ; Říha, David (advisor) ; Zamazalová, Marcela (referee)
In my thesis I focus on a relatively new but very promising field, which was born by combining several different sectors - neuromarketing. I refer to new scientific findings, theories and new technologies that gave rise to this field. I prove the usefulness of neuromarketing and its need for high quality surveys and marketing campaigns. The main part of my work is about analyzing individual brain processes and investigating the use of new knowledge about the brain in practice. In addition, in its practical part contained in the individual chapters, I try to analyze existing marketing and advertising campaigns from the neuromarketing perspective by using acquired theoretical knowledge in relevant chapters. At the end I present various methods of brain scanning through which neuromarketing arised. Finally, I try to clarify the view of marketing experts on neuromarketing and prove that this business has a promising future and a very wide application.
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Neuromarketing
Brtník, Adam ; Pešek, Ondřej (advisor) ; Zamazalová, Marcela (referee)
The topic of the work is new marketing disipline -- neuromarketing. In the first half there is description of functional magnetic resonance and electroencephalography and their use in neuromarketing. There are also basic principles of brain functions -- brain parts, the way the old brain communicates with the surroundings a importace of all human senses. In the second half of the work thre are mentioned phenomenons of priming and mirroring. At the end of the work is mentioned brainethics and possibilities of neuromarketing abuse.
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The specifics of nursing care for patients with brain injuries
KAŠKOVÁ, Markéta
The incidence of brain injuries, their complications and consequences are very serious medical issues. Nurses who meet these injuries in everyday practice are irreplaceable here.The objective of this study was to determine whether nurses have sufficient knowledge of the specifics of care for patients with brain injuries and whether nurses are able to detect possible complications in time. Information necessary to assess the quantitative survey were obtained by collecting data through questionnaires in the departments of Traumatology, Neurosurgery and Anaesthesiology resuscitation at Nemocnice České Budějovice a.s. (České Budějovice Hospital). Based on the results, it was found out that nurses still do not have sufficient knowledge on the specifics of nursing care for patients with brain injuries. The first hypothesis was not confirmed. Another area examined was the knowledge of the symptoms of brain injury. Here, the respondents were well informed and answered most of the questions correctly and consistently. Therefore, the second hypothesis can be considered to be confirmed. Regarding the issue of whether nurses can detect complications of brain injury in time, there were some great differences in the responses of respondents from each individual department. Generally, it can be said that the knowledge of nurses about the complications of patients with brain injuries are sufficient and the hypothesis was confirmed.
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The psychological aspects of music in the development of individual
VRBOVÁ, Zuzana
The Work deals with the therapeutic effects of music on mental and somatic component of the individual from the historical and contemporary perspective. There are three musical levels, the psychological, therapeutic and alternative one, whereas the work is based on the Western concept of music. The point of departure is knowledge of music psychology on human perception of music and the structure of musical composition. I use the knowledge of music therapy in applying the music elements on mental, physical and spiritual human level. The superstructure is made by alternative views on using music in a therapeutic context. Special space is devoted to combination of music and the brain and the influence of music on development of cognitive component of human personality.
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The Specifics of Nursing Care in Patients with Organic Psychosyndrome due to Craniocelebral Injury, Disorder.
GONDÁŠOVÁ, Jitka
Formerly used as a separate term, organic psychosyndrome has been currently included, according to the International Classification of Diseases, in the group of mental disorders arranged on the basis of the conclusive aetiology in the events of brain injuries, brain diseases and other brain damage leading to brain dysfunction. Organic psychosyndrome is a state of changed brain functioning resulting from an injury, cerebral apoplexy or brain tumour or from other causes. At that time the brain activity is changed, the cognitive functions are reduced, and the manner of experiencing along with the personality manifestations is changed with various intensities. Patients show overall restlessness and sometimes perception disorders. Organic psychosyndrome has a varied course and abates at various speeds. It never means a definite change of brain functioning. After the organic psychosyndrome abates, a cognitive deficit or a personality change caused by the brain injury may continue. Nursing care is very demanding for nurses both in physical and mental terms. The purpose of the quantitative research is to ascertain preparedness of nurses to communicate with patients with the organic psychosyndrome and to find out whether higher education influences provision of nursing care, whether nurses cooperate with the patients{\crq} families, and how nurses educate the families. The quantitative research was conducted in the form of questionnaires in selected wards of Nemocnice České Budějovice a.s. Pursued in March 2010, the research was aimed at respondents from the wards of traumatology, neurosurgery, neurology and psychiatry. 82 questionnaires were processed. Hypothesis 1 {--} Nurses do not have information concerning the specific communication with patients with organic psychosyndrome {--} has been disproved. The other hypotheses have been confirmed. A nurse with a higher education has more information about the form of nursing care of a patient with the psychosyndrome, educates the patient{\crq}s family continuously in the course of his/her hospitalization, involves the family members in the patient{\crq}s self-sufficiency training, educates the family mostly in the form of a dialog and has no printed education material at her disposal.
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Perception and production of graphic design in different cultures
Čermák, Radim ; Sigmund, Tomáš (advisor) ; Krsek, Libor (referee)
The modern world is more and more dependent on information. As grows its importance, so does its quantity. That is why the good communication, especially the visual one, is indispensable for the proper disclosure and addressing of potential recipients of information. Graphic design provides the form of visual communication. The interconnection of different cultures is linked with the quick pace of globalization - thus the communication with different cultures is important. Each culture is based on specific values that can vary and very often do to a great extent. These values are then reflected in all areas of human activity, graphic design included. At first, we define the term culture and have a look at the process by which we acquire it - to find out its influence on us. We use as a means the interdisciplinary approach which draws knowledge on cognitive science, neuroscience, psychology and anthropology. Next, we focus on the principles of visual perception and studies concerning the difference in behavior and visual perception in different cultures. We divide the world on the basis of culture-shape events into different cultural units and we analyze graphic design in different cultures by using the knowledge from the previous chapters. We point out the principles and potential pitfalls of symbols and colors in the communication with other cultures. We describe the way how the paradigm of cultural values is reflected in the graphic design and we try to capture the features of visual communication typical for each culture.
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Cognitive biases in decision making process
Trejbal, Pavel ; Pstružina, Karel (advisor) ; Jirků, Petr (referee)
The focus of this thesis is mainly on the area of human decision making. During the decision process we are subjected to several influences, which bias our judgement. Therefore, we may be misguided towards wrong decisions. In addition, it is important that the display of distorted influence is regularly repeated with the same persons. Thus, we may assume that we are talking about a universal apparatus of the human mind. The aim of this thesis is also to identify the above-mentioned influences, and mainly to understand the nature of their origin. The knowledge resulting from the research could become important and useful tool for the reader, since the knowledge may be used for the improvement of our own decisions in both private and professional life. The research is based on interdisciplinary approaches to cognitive science. On one hand we use the functional model of mind, on the other hand we utilize a wide range of empirical data from several fields, such as psychology, behavioral economics and the sciences concerned with the brain. Using these tools, we analyze specific influences, which are considered to be important from the point of view of decision making. They are for example feelings, emotions, social influences, language, self, experience, expectations and prior forms of judgement. Based on the analysis of the influences, hypotheses about their interconnectedness are deduced. Finally, we suggest several practical methods, which should help us to improve our own decision making and help us to avoid wrong conclusions.
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