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Reklama ve vývoji ekonomické teorie spotřeby
 Issever Grochová, Ladislava
The aim of the thesis is to capture an evolution of views on advertising in economics in order to integrate the mentioned phenomenon into economic theory of consumption. Analyses of advertising emerge with the assumption of imperfect competition. Being potential fragments of advertising theory contributions in the field of interest are systematized in an individual chapter continued with a discussion on space and conditions that would enable an integration of advertising into economic theory of consumption. Based on Eichner criteria of scientific theory a comparison of neoclassical, institutional, post-Keynesian and behavioural attitudes to advertising is carried on. The attitudes differ according to ontology and epistemology that determine standard headings and consequently also potential integration of advertising. The integration seems to be acceptable only for mainstream (neoclassical) economics, hence it fulfils both fundamental and sufficient criteria of scientific theory, while for alternative economics preference evolution represents a difficulty that cannot fulfil coherency test, i. e. fundamental criteria of scientific theory.
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