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the conditions of a dynamically developing digital environment, traditional survey methods may be insufficient in capturing the real emotional and cognitive reactions of consumers to marketing stimuli. In the case
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—influence emotional activation, cognitive information processing, and subsequent economic behavior. The empirical part of the work will be based on a controlled laboratory experiment in which auditory stimuli
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: full-time The work focuses on investigating the psychological and neurocognitive effects of controlled audio stimulation on attention, emotional regulation, stress and mental performance under conditions
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shaped by behavioral mechanisms such as habits, emotional preferences, social norms and heuristics. In particular, the study will examine the influence of price framing, packaging visuals and communication