This diploma thesis is focused on the perception and utilization of a photography connected with visual materials used for a marketing communication on social sites. Thanks to applying the researches of an eye tracking, in-depth interview and questionnaire survey were identified the factors that have an effect on a consumer and have influence on his perception and preferences. The attention was paid mainly to the effect of a coloured photography in comparison with a black and white picture, to the effect of a visualization of a bigger space on the photography in comparison with the detail view, to the effect of different number of people in the photography, and to a different depth of field in the photography. By the analysis of all these factors was achieved the main goal of this thesis that is the proposal of appropriate recommendations regarding the marketing communication on social sites when using photographs. These recommendations were suggested mainly for energy drinks sector.

Plotzerová, A. Sponsorship and ambush marketing in sport. Brno, 2017. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, PhD. This diploma thesis deals with sponsorship and ambush marketing in sport. Its goal is to define the nature, character and use of sponsorship and ambush marketing in sport. This work deals with consumer behavior and examines how sponsoring affects consumers in various places and on various occasions, and how sponsoring in general is perceived by the consumer. Quantitative research, eye-tracking and in-depth interviews have been used in the practical part of this thesis. Based on the results of the conducted research, recommendations for practical applications were made.

This dissertation deals with the visual perception of the destination types of the Czech Republic used for tourism purposes. Methods of quantitative content analysis, questionnaire containing visual method, eye tracking and Q-method are used to identify the crucial factors that affect the perception of the destination types and visualized persons. Analysis of these factors is conducted. Analysis of destination types characteristic for the Czech Republic results in the abstraction of recommendations that may be used mostly in the management of the destination types.

The dissertation focuses on the area of in-store communication, its perception and visual attention within the elements of the point of sale. The aim of the thesis is to evaluate the influence of selected visual instruments of the sales point on attention of the consumer from generation Y. To realize this aim were used eye-tracking method (n = 54), in-depth interviews (n = 54) and focus groups (n = 32) with consumers, in-depth interviews with specialist (n = 12) and questionnaire (n = 1456). The result of the work is the evaluation of the importance of these visual elements across the different categories of foods, the comparison of the findings with the theory and practice and the proposal of recommendations applicable in practice

This thesis deals with product placement in Czech music videos. The aim of this thesis is to define the principle, position and application of product placement in Czech music videos and then submit recommendations and suggestions for effec-tive use of this form of promotion in practice. The thesis uses quantitative ques-tionnaire survey and qualitative methods of eye-tracking research and in-depth interviews.

KOPŠÍKOVÁ, MONIKA. On-line consumer behaviour buying natural cosmetic products. Brno, 2019. Diploma thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. Submitted diploma thesis deals with the issues of women consumer behaviour while buying natural cosmetics on-line. Eye tracking and controlled in-depth interview were the main research methods which were used to identify factors and motives which influence buying decisions. The attention was paid to preferences and the aim was also to find out the purchase places of cosmetics products including the reasons of natural cosmetics preferences. The aim of the diploma thesis was achieved by the analysis of the factors. For instance, suggestions with appropriate recommendations for marketing communication subjects who do on-line business on the market with natural cosmetics.

Sova, A. Factors influencing impulsive buying behavior in online grocery shopping. Diploma thesis. Brno: Mendel University in Brno, 2019. This diploma thesis identifies factors, which influence purchase behaviour in online grocery shopping. To determinate these factors the orientation analysis was created. Based on the analysis was determined research questions and questionnaire. The research was further supported by user experience testing by using the technology of eye tracking and in-depth interviews. The outputs of the parts of the research are recommendations for businesses operating on the online grocery market.

The aim of this diploma thesis is to explore Generation Y consumers' behavior in the process of buying apparel online and to identify the factors that affect it in order to propose recommendations for subjects operating in the apparel e-commerce market. To this end, a questionnaire survey (n = 254) was used, as well as eye-tracking research (n = 11) supplemented by in-depth interviews (n = 11), which helped to further explain consumer behavior. Based on the results, recommendations are suggested and the results of the research are compared with relevant expert studies in this field.

This study aims to investigate the information that can be collected about counting strategies when tracking a person’s eye-movements when he/she is doing a mental calculation on a given expression. Eye-tracking is based on the study of what a person look at and the eye-movements between fixations. This study relies on the eye-mind hypothesis which claims that there is a connection between eye movements and the cognitive processes. The result is based on data from two participants and three tasks. The tasks consisted of mathematical expressions with addition and subtraction that the participants solved with mental arithmetic. The data from eye-movements is of such quality that it is possible to see indications on which counting strategies the participants are using and the results are in-line with previous research. The data also show which number the participant focus most on and how they begin to solve the task. On one task both participant gave an incorrect answer and the eye-movement showed where the participants made a mistake. Using this sort of eye-tracking investigation has both its limitations and its possibilities. / Syftet med arbetet är att undersöka vilken information som går att få fram om en persons räknestrategier med eye-tracking som metod. Eye-tracking innebär att en persons ögonrörelser studeras utifrån fixeringar vad någon fokuserar blicken på och sackader förflyttningarna mellan det personen fixerar på. Studien utgår från the eye-mind hypothesis som innebär att det finns ett samband mellan vad någon tittar på och vad den tänker på. Resultatet i det här arbetet baseras på datainsamling från två deltagare som löser tre uppgifter. Uppgifterna innehåller matematiska uttryck med addition och subtraktion som deltagaren ska lösa med huvudräkning. Under tiden deltagaren löste uppgiften registrerades personens ögonrörelser. Data från ögonrörelserna är av sådan kvalitet att det går att se indikationer på vilka räknestrategier deltagarna använder. Resultatet stämmer väl överens med data från tidigare studier. Dessutom visar data vilket tal deltagaren fokuserar sin blick på mest och hur deltagaren väljer att börja lösa uppgiften. På en uppgift gjorde båda deltagarna fel och ögonrörelserna kunde då visa var felräkningen uppstod. Metoden att mäta ögonrörelser diskuteras också utifrån dess möjligheter och begränsningar. Slutsatsen av studien är att eye-tracking kan ge värdefull information och kan bidra till förståelse för olika personers sätt att utföra beräkningar.

Background. Eye-tracking has increasingly been used in games to enhance the experience and make them more accessible to a wider audience. The technology has also previously been found to give a higher sense of social presence and immersion. Objectives. The objective of this study is to review indirect social gaze and its impact on social presence, immersion and problem-solving in a competitive, multiplayer game. In this case, the game was a version of Memory. Methods. An experiment was conducted that had 28 participants. To collect the necessary data a multiplayer game was created using the game engine Unity and the Tobii Unity SDK. The game was used to collect in-game data and separate questionnaires were created and used to collect qualitative answers regarding the participants' game experience and preferred input. During the experiments, participants got to play three different versions of the game using gaze control with blinks, gaze control without blinks and mouse control in varying order to give feedback on all versions of the game. Results. The collected results from the experiment show that indirect social gaze seems to be beneficial in terms of social presence and immersion but worse compared to mouse control in terms of problem-solving. These results found statistical significance in a subset of the data. Conclusions. While limited to a specific group of people specifically young adults with an academic background, the study has found that by simply using a small subset of the functionality that an eye tracker can bring, positive effects on social presence and immersion can be found. Gaze control in terms of problem-solving, however, seems to fit better in some game genres than others and the first person controls in this experiment performed the best using mouse control when reviewing problem-solving.