Vliv kognitivních zkreslení na nákupní ochotu generace Z

Abstract

This bachelor’s thesis examines the influence of cognitive biases on Generation Z’s purchase intentions. The objective of the thesis was to determine whether price anchoring affects the maximum price that consumers are willing to pay for a product. The theoretical part focuses on consumer behavior, the differences between rational and behavioral approaches, and selected cognitive biases. In the practical part, an experiment was conducted on a sample of 149 respondents who were randomly divided into three groups. One group represented a control group without a price anchor, while the other two groups were experimental, each with a different level of price anchoring. The results show that price anchoring leads to an increase in the amount that respondents were willing to pay for the product, while no statistically significant effect was found for the other observed variables.