The basis of this thesis is that weapons of mass destruction will continue to proliferate and will inevitably - given enough time- be used against civilian populations repeatedly. As this occurs the opposition between support for international law and the power of the state will intensify. This will go on for some time and will, in all probability, become extremely destructive. Eventually, however, the states (and individual people) of the world will realize that the simultaneous existence of international anarchy and weapons of mass destruction runs counter to long term human survival. This realization will , very likely, lead people to eliminate anarchy, i.e. create a world government.

Diploma thesis deals with topic of given phenomena of behavioural economics. Specifically, it deals with endowment effect, decoy effect and paradox of choice. The goal of the thesis is to verify influence of given phenomena of behavioural economics in practice. Research part deals with analysis of the phenomena which influence decision-making in financial or economic issues and causes individual to behave irrationally and not like Homo oeconomicus. In an analytical part are then given phenomena verified by method of quantitative analysis in real market on given company. Quantitative analysis deals predominantly with breakdown of customer reactions on marketing strategies of given company in defined period. Integral part of the thesis is based on executed research draw practical recommendations for examined company.