Vliv kognitivních zkreslení na marketingové činnosti

Abstract

This bachelor’s thesis focuses on the influence of cognitive biases on the effectiveness of online marketing campaigns in the B2B environment. The aim was to analyze selected psychological principles, specifically the social presence effect, the identifiable victim effect, and the halo effect, and to verify their impact through A/B testing of a digital campaign conducted for the company SolidSun.

The theoretical part presents fundamental insights from behavioral economics and decision-making psychology, with an emphasis on the practical use of cognitive biases in marketing communication and the ethical aspects of their application. The practical part employs A/B testing to compare the effectiveness of two visual styles of advertising messages – one including a human element and the other with a technical orientation.

The results showed that the effectiveness of visuals differs across platforms. On Google Ads, the variant with a human element performed better, on Sklik both variants achieved comparable results, and on Facebook the technical version proved to be more successful. This confirms that the effectiveness of cognitive biases is not universal but depends on context and audience characteristics.

The thesis provides practical recommendations for marketing practice and highlights the importance of systematic A/B testing, not only as a performance optimization tool but also as a method for empirically verifying psychological principles. Its contribution lies in connecting theory with practice in the Czech B2B environment and in formulating suggestions for further research and strategic development of marketing communication.