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The Role of Empathy in Ethical Behaviour
Novák, Lukáš ; Matějek, Jaromír (advisor) ; Ovečka, Libor (referee)
More than two hundred years ago David Hume together with his fellow philosopher Adam Smith posited, that ethical behaviour arises from so called: "moral sense". In the other words, they share the same idea, that passions are principle evoking and guiding human behaviour. Hume claim: "Reason is, and ought only to be the slave of the passions" (…). It is possible that this statement - among others - woke up from the 'dogmatic dream' one of the greatest philosophers of all time - Immanuel Kant, who propose, - contrary to Hume - that reason but not necessary passions can determinate human actions. In the question of what rule the passions in ethics have, it seems to be helpful to use the knowledge which follows from recent science. During this thesis we will use methods such as: comparison, analysis and synthesis. Main aim of this thesis will be to deal with the following question: what relationship can be observed between empathy, "moral sense" and ethical behaviour in perspective of recent science. This enquiry will therefore try to deal with the old question: what the the relationship between reason, passions and ethical behaviour is.
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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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The Role of Empathy in Ethical Behaviour
Novák, Lukáš ; Matějek, Jaromír (advisor) ; Ovečka, Libor (referee)
More than two hundred years ago David Hume together with his fellow philosopher Adam Smith posited, that ethical behaviour arises from so called: "moral sense". In the other words, they share the same idea, that passions are principle evoking and guiding human behaviour. Hume claim: "Reason is, and ought only to be the slave of the passions" (…). It is possible that this statement - among others - woke up from the 'dogmatic dream' one of the greatest philosophers of all time - Immanuel Kant, who propose, - contrary to Hume - that reason but not necessary passions can determinate human actions. In the question of what rule the passions in ethics have, it seems to be helpful to use the knowledge which follows from recent science. During this thesis we will use methods such as: comparison, analysis and synthesis. Main aim of this thesis will be to deal with the following question: what relationship can be observed between empathy, "moral sense" and ethical behaviour in perspective of recent science. This enquiry will therefore try to deal with the old question: what the the relationship between reason, passions and ethical behaviour is.
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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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The Problem of Application of the Method of Cognitive Science of Religion in Interpretation of Ancient Mystery Cults
Grulich, Jakub ; Chlup, Radek (advisor) ; Pehal, Martin (referee)
The thesis presents the method of the Cognitive Science of Religion and critically evaluates its contribution to the academic study of religion. Advantages and drawbacks of this method are illustrated on the interpretation of the rituals of ancient mystery cults. The thesis is divided into two parts. In the first part is initially presented the position of the Cognitive Science of Religion within the Religious Studies research and compared with other disciplines. Attention is paid to the sources and methodological paradigm of the Cognitive Science of Religion. The most extensive passages in the first part are chapters devoted to the method itself and its application in explaining of religious ideas and rituals. The second part focuses on the analysis and interpretation of the mystery cults. Due to the limited space of the thesis and problematic sources are chosen as an example the Eleusinian mysteries. Firstly is presented the positions of mystery cults in the religious life of the Greek polis and then the course of the ritual and mythological background of the mysteries. Attention is paid to the changes of the Eleusinian mysteries in time, especially by using knowledge of stratigraphic survey of the site and archaeological finds. Part of the thesis is a separate chapter devoted to the use of the...
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Application of neuroscience in the field of marketing in relation to ethics
Smetanová, Alžběta ; Sigmund, Tomáš (advisor) ; Vacura, Miroslav (referee)
The bachelor thesis Application of neuroscience in the field of marketing in relation to ethics focuses on a current topic of neuromarketing and its ethical aspects. Firstly, it describes neuroscience as a discipline which lays the foundation for neuromarketing. Consequently, it defines the term neuromarketing and briefly summarizes its history. The thesis continues with a thorough examination of practical use of findings of neuroscience for commercial purposes, ranging from basic principles of neuromarketing to a relevance of this relatively new discipline. While reflecting diversity of opinions on the actual contribution of neuromarketing, the thesis proceeds with a discussion of the issue of communicating neuromarketing methods on a business-to-business market and then pays close attention to potentially unethical areas in the practice of neuromarketing. In its final part, the thesis debates a question of manipulation through the lens of three different approches to moral philosophy, namely utilitarianism, deontology and the ethics of responsibility.
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Neuromarketing
Mrkvová, Tereza ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This diploma thesis deals with new emerged discipline neuromarketing, which connects marketing with findings of neuroscience. First part of the thesis characterizes theoretical findings concerning neuromarketing, including also its history. It defines basic methods that are used to measure and capture subconscious reactions of a respondent to marketing stimulus. In this part of the work is also presented the first neuromarketing model. In the practical part there is mapped, which neuromarketing methods are used in practice and it also gives answers about purpose and extend of neuromarketing use. Moreover, it compares the situation in the Czech Republic and abroad from the point of neuromarketing use. The conclusion is devoted to ethical aspects of neuromarketing use and the development of neuromarketing in the future.
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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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