Vliv kognitivních zkreslení na efektivitu reklamy

Abstract

The aim of this bachelor thesis is to examine how selected cognitive biases influence consumer decision-making in the B2C market environment and whether these biases can be identified in respondents' reactions to specific types of advertising messages. The theoretical part focuses on key concepts related to markets, consumer behavior, and behavioral economics. It further describes selected cognitive biases that play a significant role in marketing communication – namely the framing effect, social proof, anchoring effect, loss aversion, and the IKEA effect. The practical part builds on the theoretical framework and uses a quantitative questionnaire survey to explore how respondents react to model scenarios representing these biases. The questionnaire was designed to simulate typical consumer situations.

The results show that the most significant effects on consumer decisions were the framing effect, social proof, and loss aversion. These principles strongly influenced the perception of trustworthiness, urgency, and product value. Based on these findings, the thesis provides recommendations for marketing practice that highlight the potential of behavioral principles for creating effective and ethically responsible advertising communication.