Children nowadays are exposed to a huge amount of advertisements wherever they go. It appears that children are a very attractive target group because of their ability to influence their parents to buy them preferred products and brands. This Thesis focuses on analysis of children's influence on their parents' purchase decisions. The Thesis consists of 5 chapters. First three parts are theoretical. The introductory chapter deals with the consumer's purchase decision-making process and factors that affect this process. The second part describes family as a special consumer unit which forms individual consumer behaviour. Final theoretical chapter focuses on the child as a specific consumer and customer. In the practical part the reserach is conducted to reveal into what extent children influence their parents about purchase. At the end the recommendations for successful children advertisement are set up.

Na tomada de decisão, o conteúdo afetivo dos possíveis resultados é determinante para escolha. Pessoas com diferentes tolerâncias a estes resultados têm distintas tolerâncias a risco. Decisões são moduladas minimizando-se resultados aversivos (emoção negativa e dor), e diferenças individuais relacionadas a aversão a risco poderiam ser preditoras de percepção de dor. Aqui, objetiva-se explorar se indivíduos com distintas aversões a risco financeiro teriam diferente percepção de dor física, social e imagética (contemplação de imagens de baixa valência/alto alerta). Em decisões financeiras, características pessoais de sensibilidade a preço ou produto seriam reveladas na maneira como o cenário de decisão é visualmente explorado. Outro objetivo é investigar como se dá a modulação da atenção visual em decisões financeiras de acordo com características individuais, manipulando-se diferentes formas de apresentação de preço. Espera-se colaborar para o entendimento dos processos de decisão em humanos, e contribuir para a construção de um modelo amplo de tomada de decisão. / The human behavior has its basis in dynamic coalitions of networks of brain areas underling emotion and cognition. It is believed that the decision is made through simulations of possible outcomes, and the affective content of these outcomes is crucial to the choice. Individuals experience different levels of tolerance to aversive results, these differences shape tolerance to risk, and it might also shape tolerance to pain. Therefore, pain perception could be an important component of decision-making. We explored the relationship between individual differences in pain perception (nociception, social exclusion and imagetic pain, the displeasure caused by low valence and high arousal images) and financial risk aversion. We also investigated how individual differences in economic decisions are reflected in visual attention, in different prices scenario. We hope to collaborate to a better understanding of the decision processes in humans, and to contribute to the conception of a more complete model of decision-making.

In this dissertation, I propose that, post-action, people tend to be more optimistic about outcomes when their actions were based on malleable (vague) information compared to when their actions were based on unmalleable (precise) information. However, pre-action, no such difference occurs. I term this inconsistency in optimism in the pre and post-action stage, the Information Malleability Effect (IME). These actions could include the choice of a product, drawing a ball from an urn, or consumption of a food item. Prior research on ambiguity aversion has reliably documented that people are generally averse to making decisions based on malleable information. On the other hand, research on situated optimism has demonstrated that people exhibit a high level of optimism for events they consider more desirable and they distort the available information to make the desirable events seem more likely to occur. I review these two streams of literature and show that although both literatures make predictions in either the pre or the post-action stage, neither of them alone can explain the IME. I propose a theoretical framework to explain the underlying cause of the IME that combines these two streams of literature and utilizes the motivated reasoning account. Based on this framework, I posit hypotheses that are tested across a series of experiments. Experiment 1a and 1b demonstrate the IME in a between and within participant design. Experiment 2 demonstrates that interpretational flexibility of malleable information results in positive outcomes appearing more plausible and negative outcomes less plausible compared to when information is unmalleable. Experiment 3 provides support for the proposed underlying process by priming accuracy and desired goals.

Na tomada de decisão, o conteúdo afetivo dos possíveis resultados é determinante para escolha. Pessoas com diferentes tolerâncias a estes resultados têm distintas tolerâncias a risco. Decisões são moduladas minimizando-se resultados aversivos (emoção negativa e dor), e diferenças individuais relacionadas a aversão a risco poderiam ser preditoras de percepção de dor. Aqui, objetiva-se explorar se indivíduos com distintas aversões a risco financeiro teriam diferente percepção de dor física, social e imagética (contemplação de imagens de baixa valência/alto alerta). Em decisões financeiras, características pessoais de sensibilidade a preço ou produto seriam reveladas na maneira como o cenário de decisão é visualmente explorado. Outro objetivo é investigar como se dá a modulação da atenção visual em decisões financeiras de acordo com características individuais, manipulando-se diferentes formas de apresentação de preço. Espera-se colaborar para o entendimento dos processos de decisão em humanos, e contribuir para a construção de um modelo amplo de tomada de decisão. / The human behavior has its basis in dynamic coalitions of networks of brain areas underling emotion and cognition. It is believed that the decision is made through simulations of possible outcomes, and the affective content of these outcomes is crucial to the choice. Individuals experience different levels of tolerance to aversive results, these differences shape tolerance to risk, and it might also shape tolerance to pain. Therefore, pain perception could be an important component of decision-making. We explored the relationship between individual differences in pain perception (nociception, social exclusion and imagetic pain, the displeasure caused by low valence and high arousal images) and financial risk aversion. We also investigated how individual differences in economic decisions are reflected in visual attention, in different prices scenario. We hope to collaborate to a better understanding of the decision processes in humans, and to contribute to the conception of a more complete model of decision-making.

The master's thesis deals with the purchase decision-making process of consumers in the market of the portable computers. The aim of this thesis is to analyze the different stages of the purchase decision-making process, specify the consumers in this market and describe their buying behaviour. In the theoretical part of the thesis there are described internal and external factors affecting the buying behaviour of consumers and also the purchase decision-making process. Furthermore, the thesis describes the market of portable computers, the current situation on this market and purchase decision-making process in this market. The thesis contains primary and secondary research. Primary research involves the analysis of data obtained from a questionnaire survey conducted in the form of online surveying. Primary research is devoted to the description of the various stages of the purchase decision-making process of the defined age categories. Secondary research specifies the consumers in the market of portable computers on the basis of data from the database MML-TGI.

This thesis deals with finding competitive advantages of the company X and the key factors for improvement. The aim of this work is to find through the research the competitive advantages of the chain company X, which provides fast food on the Czech market, it's deficiencies and key factors, that can help the Company to improve in the future time. The theoretical part consists of five chapters, beginning with a chapter on marketing services, the following chapters deal with the purchase decision-making process in the service market and market category and competitive advantage. Methodology chapter closes then all the theoretical part. The practical part includes chapters examining the importance of a fast food restaurant in the world and the current market trend in the Czech Republic. Other parts deal with the characteristic of market and market category, analysis of competition, characteristic of the company X. The most important chapters in this section are the practical results of the survey, suggestions and recommendations to the company.

The Covid-19 pandemic, as a health and economic crisis, has significantly affected consumers, businesses and industries in all parts of the world. In this study, the aim was to investigate how situational factors, the covid-19 pandemic, affected consumer behavior regarding food purchases via e-commerce instead of physical stores. This has been done through a qualitative method in the form of 15 semi-structured interviews that have taken place via the Zoom program. The study sample consisted of a combination of both a goal-directed and convenience sample, where the authors chose the interviewees based on their circle of acquaintances and based on three different criterias, (1) the interviewees live in either the Salem or Södertälje municipality, (2) the interviewees need to be at least 18 years old to participate in the study and (3) the interviewees must have purchased food via e-commerce after the emergence of the covid-19 pandemic. The study's question is: How has the covid-19 pandemic affected consumers over the age of 18 in Södertälje and Salem municipalities when buying food, from shopping in physical stores to shopping via e-commerce? The authors analyzed the empirical data with regard to the study's theoretical frame of reference. The results of the study showed that the situational factor, the covid-19 pandemic, has been a contributing force in a change in consumer behavior when purchasing food starting from physical stores to e-commerce. This has been demonstrated by the fact that the interviewees' subjective norm, attitude and evaluation of alternatives have been influenced by the situational factor. Some trends have also been found in the empirical study, where one of the trends concerns the perceived behavioral control, which has been shown to have the opposite effect. Post-purchase evaluation in The Consumer Purchase Decision-Making Process has been shown to be for the most part positive in the interviewees answers and finally, WOM-communication has had an impact on consumer behavior inconnection with the impact of the covid-19 pandemic. / Covid-19-pandemin, som både en hälso- och ekonomisk kris, har väsentligt påverkat konsumenter, företag och industrier i alla delar av världen. I denna studie var syftet att undersöka hur situationella faktorer, covid-19-pandemin, påverkat konsumentbeteendet gällande inköp av livsmedel via e-handeln istället för fysiska butiker. Detta har genomförts via en kvalitativ metod i form av 15 semistrukturerade intervjuer som skett via Zoom-programmet. Studiens urval bestod av en kombination av ett målstyrt och bekvämlighetsurval, där författarna valde intervjupersonerna utifrån deras bekantskapskrets och utifrån tre olika kriterier, att (1) intervjupersonerna bor i antingen Salem eller Södertälje kommun, (2) intervjupersonerna behöver vara minst 18 år gamla för att delta i studien och (3) intervjupersonerna måste ha handlat livsmedel via e-handeln efter covid-19-pandemins uppkomst. Studiens frågeställning lyder: Hur har covid-19-pandemin påverkat konsumenterna över 18 år i Södertälje och Salem kommun vid inköp av livsmedel, från att handla i fysiska butiker till att handla via e-handel? Författarna analyserade empirin med hänsyn till studiens teoretiska referensram. Studiens resultat visade att den situationella faktorn, covid-19-pandemin har varit en medverkande kraft i ett ändrat konsumentbeteende vid inköp av livsmedel från fysiska butiker till e-handeln. Detta har påvisats genom att intervjupersonernas subjektiva norm, attityd och utvärdering av alternativ har påverkats av den situationella faktorn. Även en del trender har upptäckts i empirin, där en av trenderna berör den upplevda beteendekontrollen, vilket har visats ha en omvänd effekt. Utvärdering efter köpet i  The Consumer Purchase Decision-Making Process har visats vara för den övervägande delen positiv och slutligen har WOM-kommunikationen haft en påverkan på konsumentbeteendet i samband med covid-19-pandemins inverkan.

The aim of this thesis is to analyse the consumer's purchase decision-making process at the market of the summer vacations and capture current trends of buying summer vacation in the Czech market. The first two chapters are devoted to basic definitions and approaches, serving to understanding consumer behaviour, description of the marketing mix of tourism and the factors affecting the buying decision of the individual. Next part of the thesis examines different phases of the purchase decision-making process by using secondary data. The fourth chapter briefly describes the tourism market in the Czech Republic, its entities and services overview of tourism. The final part is devoted to the analysis of a questionnaire survey carried out by me and the acquired results. My own research is supported by data from Market -- Media -- Lifestyle (MML). The end of the work is composed of the result summary and conclusion of the investigation and it shows clear process of buying summer vacation on the basis of available data.