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Phobia and fear evoked by snakes
Průšová, Lucie ; Frynta, Daniel (advisor) ; Maresova, Jana (referee)
The fear of snakes is deeply within humans and primates from past times, when snakes were the first predators known to humans and primates. Snake is negative incentive for humans, humans are even able to note this stimul earlier than neutral ones or other kinds of stimuli, and moreover the brain is able to note this stimuli unconsciously (even though this stimuli is masked). The fear of snakes is very interesting topic, which can be investigated in the case of humans as in the case of animals. In the case of humans, there are more methods to be used to investigate it. These are questionnaires, tests with living snakes, furthermore pictures and photographs with snakes. The tests with living snakes serve to find out the intensity of phobia and if it is possible to decrease or suppress this phobia by contact with snakes and change in thoughts. The fear can be gained by a lot of manners. These are classical conditioning, modelling, negative information and non-associative fear acquisition. The specific question to be solved in this paper is the fear of coralsnakes and their mimics as with these the human has the shortest co-evolution. Key words: Fear of snakes, measuring of fear, classical conditioning, modelling, negative information and non- associative fear acquisition, coralsnake, mimic
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Consumer Identity
Young, Melissa Marie ; Halík, Jaroslav (advisor) ; Král, Petr (referee)
The purpose of this thesis is to prove that despite consumers' impression that they are alone in deciding their consumption decision they are wrong. Consumers are manipulated on various levels by marketers. It is the marketer who decides what consumer identities should be created. Consumers are persuaded by marketers on different levels beginning with consumers' needs. Marketers begin by appealing to consumer drives, motivations and emotions to persuade their consumers to purchase their brand. On a more in-depth level marketers manipulate consumers by using a variety of human behaviour learning strategies to sway consumers' purchasing decisions. In addition, marketers use various environmental and social-environmental influences to control their consumers. Lastly, a practical example illustrating the multinational corporation Nike is used, to prove that marketers are aware of these different methods and use them to manipulate consumers. In the end of this paper it is very obvious that consumers are easily persuade by marketers. A consumer is only the puppet while the marketer is the puppet string master.
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