The present study aimed to apply the framing effects in prospect theory to examine college students¡¦ risk tendencies under the context of educational marketing. Prospect theory proposes that framing effects result in a preference for risk-averse choices in gain situations and risk-seeking choices in loss situations. Frame in this research was treated as a between-subjects factor. Participants were randomly assigned to either the gain or loss condition with the counter-balanced method. The decision tasks consisted of four domains of marketing mix, i.e., product, price, place, and promotion. The results showed that participants¡¦ risk tendencies were in accordance with the predictions from the perspective of framing effects. Reference points were employed by participants to determine gain or loss framing. Specifically, risk-averse tendencies were more prominent in gain situations than those in loss situations, whereas risk-seeking tendencies were more pronounced in loss situations than those in gain situations. Hence, in order to produce desirable outcomes of marketing mix in educational marketing, marketers in higher education should take the influences of reference point and framing effects on decision-making into consideration.

Social anxiety is related to various comorbidities, with the most common being elevated alcohol use (Bolton et al., 2006). The symptom profile of this unique subset of cases with social anxiety and comorbid alcohol use is more complex and experiences higher resistance to treatment (Buckner et al., 2008). Both social anxiety and alcohol use emerge during the adolescent developmental period, and yet there remains a gap in the understanding of potential developmental risk factors associated with the onset and maintenance of these co-occurring symptoms. The current study investigated trait impulsivity, cognitive flexibility, and risk-seeking during adolescence and associations with alcohol use and social anxiety in young adulthood. Participants included 167 adolescents (Mage = 14.07 years, SD = 0.54; 52.7% male) followed to young adulthood (Mage = 22.30, SD = 0.69). Growth mixture models indicated that high levels of risk-seeking during adolescence predicted social anxiety in young adulthood. Contrary to hypotheses, high (compared to moderate) risk-seeking participants had lower alcohol use. Longitudinal patterns of high attentional impulsivity during adolescence into young adulthood predicated later social anxiety, whereas non-planning and motor impulsivity did not. Linear regression analyses indicated that lower cognitive flexibility during early adolescence was associated with social anxiety and alcohol use in young adulthood. Finally, moderation models suggested that global trait impulsivity was not a significant moderator of the relation between alcohol use during adolescence and social anxiety in young adulthood. This is the first work to evaluate these developmental risk-factors in relation to comorbid social anxiety and alcohol use, and has important implications for bolstering therapeutic interventions, especially for those with elevated impulsivity. / Doctor of Philosophy / Some socially anxious young adults have more difficulties with alcohol use compared to their peers. The combination of social anxiety and elevated alcohol use can lead to challenges in various aspects of life, such as school, work, and social functioning. Previous literature in the field suggests that both social anxiety and alcohol use emerge during early adolescence (ages 13-14); however, risk-factors during this important developmental period are still being explored. This dissertation evaluated the following possible risk-factors during adolescence that may be associated with the later development of social anxiety and alcohol use: trait impulsivity, cognitive flexibility, and risk-seeking. These risk-factors were explored using a dataset collected in Virginia that followed 167 adolescents over an eight-year period. Results indicated that youth with higher risk-seeking and attentional impulsivity during adolescence (ages 13-21) had significant social anxiety symptoms once they reached young adulthood (ages 22-23). Additionally, lower cognitive flexibility during ages 13-14 was associated with higher social anxiety and alcohol use in young adulthood. This is the first work to evaluate these risk-factors in relation to social anxiety and alcohol use, and has important implications for interventions, especially for those who have increased impulsivity and risk-seeking behaviors.

Diploma thesis is trying to find the main factors influencing investment decisions of Czech households and effectiveness of their saving. Habits of Czech households are compared with the economically advanced countries, where efficiency in savings is much higher. Work reveals the possibility of value funds, but also the risks that accompany investment. In the final part is swowm, how different could be the effectivenes of risk seeking household in compare to the conservative one.

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