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Neuroekonomie a marketing
Nesvadbová, Radka
Neuroeconomics is one of the newest neuroscience. By using various imaging methods, it is trying to come on (at the neural level) how the human brain works in decision making in the economic environment. One of its offspring is neuromarketing, which applies this acquired knowledge to the marketing practise. The aim of this thesis is to propose, using literature research, what knowledge marketing can draw from and at the same time provide a comprehensive overview of this issue in the Czech language.
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Aplication of behavioral psychology in marketing focusing price stimuli
Ptáčková, Marta ; Hofmannová, Jitka (advisor) ; Vranka, Marek (referee)
Price is a part of the marketing mix and plays an important role in decision making process of a consumer. The dissertation's main aim is to examine what lies behind shopping decisions. The text is divided in two parts. The first part summarizes findings of different authors on how the shopping decision is being made and how important emotions are to make a shopping decision. Since stories are not emotionally neutral, it also analyses the impact of storytelling on price people are willing to pay and if this price has an effect on perception of quality. The second part comprises the author's own research. Six in-depth interviews were conducted to put the previous findings into context and to gain a new perspective on the topic.
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Neuromarketing: Theory and Practice
Janoušek, Tomáš ; Dolanský, Pavel (advisor) ; Koudelková, Petra (referee)
Charles University in Prague, Faculty of Social Sciences Institute of Communication Studies and Journalism Neuromarketing: Theory and Practice (bachelor's thesis), Tomáš Janoušek Abstract This thesis seeks to provide a comprehensive insight into neuromarketing. Neuromarketing is a discipline that uses neuroscientific methods to analyse and understand human behaviour in relation to markets and marketing exchanges. After definitions of related terms of marketing, neuroscience and neuroeconomy, the thesis offers various definitions of neuromarketing itself. Further, it presents an overview of the history and the neuroscientific techniques used by neuromarketing (electroencephalography, functional magnetic resonance imaging, biometrics and others). The theoretical part is divided, in accordance with the customer's decision process, into chapters dealing with attention, conscious and unconscious mental processes, emotions, choice, senses, mirror neurons and brands. The thesis also addresses the neuromarketing practice, including the optimization of marketing communications (in advertising, new media and point-of-sale) and neuromarketing research. The ethical question of the use of neuromarketing is also discussed.
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Laterality and wages: Is there a price premium for the left-handers?
Jakubcová, Klára ; Komrska, Martin (advisor) ; Babin, Jan (referee)
This thesis empirically examines the influence of laterality on wages in the Czech Republic. I gathered cross-sectional data using a questionnaire. In general there is an expectation of the left-handers to be underpaid. The reason for this is the unavailability of specific tools adapted to be used by the left-handed workers which results in lower productivity of work. The first tested hypothesis argues that left-handed men achieve wage premium due to better creative abilities. The second hypothesis suggests that the wages of left-handed women are penalized compared to those of right-handed women. To test the hypotheses the process of estimating regression equations by the method of least squares was used. Neither hypothesis was confirmed using my basic models. On the contrary, the results suggest that the left-handers should have in average 6,6 % lower wages than right-handers and left-handed women about 4 % higher wages than the right-handed women. However, the statistical significance of laterality variables was not confirmed in the basic models. After splitting the dataset according to the highest education achieved the results were as follows: The left-handed male workers with the university degree have 14 % higher hourly wage than the right-handed workers with same attributes. The left-handed male workers with secondary education and lower degree of education have 43 % lower hourly wage than the right-handed (There was no influence observed in case of left-handed women).
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The concept of man in economics
Zeman, Jakub ; Sirůček, Pavel (advisor) ; Džbánková, Zuzana (referee)
The thesis discusses the concept of man in the standard economic thinking. It focuses on a critical evaluation of the selected fundamentals. It presents some possible alternative views which show deficiencies in axiomatics of the main currents of economic modeling. Emphasizing the interdisciplinary connections of knowledge about human thought and behavior the thesis is trying to suggest some directions for further development in the approach to human beings in economics to better reflect their defining natural characteristics. It also mentions some of the manifestations of these characteristics, which can be obtained by drawing on the knowledge of psychology, behavioral economics, neuroeconomics and other disciplines and which are inconsistent with standard models, because they lead to errors and irrationality, implicitly produce bounded rationality or attribute the constitutive importance during the formation of thought to completely different elements. In conclusion, the thesis passes to reflect the position of irrationality in the inner world of human's brain and also in the outside world - the economy.
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Psychological aspects of the theory of advertisement
Bahník, Štěpán ; Sirůček, Pavel (advisor) ; Džbánková, Zuzana (referee)
Present work describes two ways of application of psychological findings to economic theory of advertisement. Psychological findings may help with evaluation of different economic approaches of the study of advertisement. Evidence from psychology of persuasion is applied to the question, whether advertisement is used as a source of information. The work then inquires into the possibility, that advertisement can enhance utility. Summarized studies indicate, that it may indeed be so. During the inquiry, neuroeconomics is applied and it's basic methods are presented. The concluding part describes ramifications of chosen approach.
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Theory of behavioral finance
Šulc, Miroslav ; Kuncl, Martin (advisor)
The bachelor thesis is dedicated to behavioral finance and it's application. The thesis describes evolution of the theory till present. Theories are introduced, which forego behavioral finance, for example Expected utility theory. Just as well the newest discipline, neuroeconomics, is outlined. The application part of the thesis analyse bubble on technological market in USA 1995-2000.
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Neuroeconomics
Houdek, Petr ; Pavlík, Ján (advisor) ; Bartoň, Petr (referee)
This thesis deals with current discourse whether methods of neuroscience generate useful tools for standard economics to understand, predict and ideally guide behavior of humans, social groups and the whole economies. An initial methodological analysis concluded that the usefulness of neuroeconomics is still only potential, since this approach is not able to answer substantial questions of economics in better way than tools existing. Following sections of thesis summarized representative research in the field of decision neuroscience in the areas of intertemporal decisions, decision-making under risk and uncertainty and the strategic interactions, and social preferences respectively. It has been demonstrated that many findings of decision neuroscience offer a partial confirmation of specific economic models already or provide inspiration for creating new ones.
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