Vliv institucí na změnu cílů spotřebitele

Abstract

The thesis is focused on the effects of institutions on consumer goals changes. The consumers are brought into the centre of attention because they change and form their targets as a reaction to their environment which is constituted by many formal and informal institutions. The consumers adjust their targets according to currently valid institutions which often direct them to making a seemingly irrational consumer decision. However, this seemingly irrational decision is considered rational by the consumers themselves because they judge the benefit resulting from the decision. Because of the high number of institutions influencing consumers in society, this thesis presents those that can be assumed to affect to some extent all consumers. The author considers the selected institutions described in the text to be the most powerful and the most determining factors affecting the forming and changing of the consumer goals.