assoc. prof. Michal Novak, PhD

I am an academic at the Faculty of Management at the Prague University of Economics and Business, specializing in marketing and consumer behavior. My teaching focuses primarily on consumer decision-making, marketing communications, and related marketing topics. My work also involves supervising student theses and participating in research and project activities. My research centers on consumer behavior, visual attention, and the processing of marketing stimuli, utilizing eye-tracking and other experimental methods. I am also interested in the application of new technologies and artificial intelligence in marketing communications and consumer research.

About me

About me

assoc. prof. Michal Novak, PhD
Department of Management
Assoc. prof.

Contact information

Scientific and professional profiles

Main areas of interest

  • Consumer behavior
  • Marketing
  • Marketing communication
  • Advertising
  • Consumer decision-making
  • Visual attention
  • Eye-tracking
  • Experimental research
  • Consumer psychology
  • Artificial intelligence in marketing
  • Digital marketing
Skills

Skills

  • Critical thinking
  • Responsibility
  • Systems thinking

Scientific publications

Scientific publications

BAŽANTOVÁ, Simona, NOVÁK, Michal. The Distracting Effect of Mobile Phones on Visual Attention in Consumer Decision-Making: a Gaze Behavior Perspective. The International Review of Retail, Distribution and Consumer Research [online]. 2024, roč. 34, č. 2, s. 160–182. ISSN 0959-3969. DOI: 10.1080/09593969.2024.2319688.
[IF a AIS 2024: 3.000 | 0.468] [SJR 2020: 0.358]

NOVÁK, Michal, BAŽANTOVÁ, Simona. From Advertising to Decision-Making: The Trajectory of Consumer Visual Attention Research. Media Studies (Medijske Studije) [online]. 2025, roč. 16, č. 32, č. čl. 496970, s. 3–28. eISSN 1848-5030. ISSN 1847-9758. DOI: 10.20901/ms.16.32.1. Dostupné také z: https://hrcak.srce.hr/en/clanak/496970.
[IF a AIS 2025: 0.200 | 0.100] [SJR 2020: 0.120]

NOVÁK, Michal, GUNINA, Daria, KOMÁRKOVÁ, Lenka. Advertising Management: Scheduling and Strike of the Pandemic Situation. In: VIGNOLLES, Alexandra, WAIGUNY, Martin K. J. Advances in Advertising Research: Communicating, Designing and Consuming Authenticity and Narrative [online]. Wiesbaden : Springer Fachmedien Wiesbaden, 2023, s. 263–275. 366 s. vol. XII. ISBN 978-3-658-40428-4. eISBN 978-3-658-40429-1. eISSN 2626-0336. ISSN 2626-0328. DOI: 10.1007/978-3-658-40429-1_18.

BAŽANTOVÁ, Simona, ŠTIKOVÁ, Eliška, NOVÁK, Michal, GUNINA, Daria. Erotic Appeals in Advertising: Visual Attention and Perceived Appropriateness. Media Studies [online]. 2021, roč. 12, č. 24, s. 21–39. eISSN 1848-5030. ISSN 1847-9758. DOI: 10.20901/ms.12.24.2.
[IF a AIS 2025: 0.200 | 0.100] [SJR 2020: 0.120]

KINCL, Tomáš, GUNINA, Daria, NOVÁK, Michal, ZÁVODNÝ POSPÍŠIL, Jan. Comparing Human and Al-based Essay Evaluation in the Czech Higher Education: Challenges and Limitations. Business Trends [online]. 2024, roč. 14, č. 2, s. 25–34. eISSN 2788-0079. DOI: 10.24132/jbt.2024.14.2.25_34.

GUNINA, Daria, BÍNA, Vladislav, FISCHER, Jakub, HAJDÍK, Michal, KINCL, Tomáš, MAZOUCH, Petr, NOVÁK, Michal. 20th International Conference on Research in Advertising (ICORIA2022). Frontiers of Advertising: Re-considering Its Shapes and Forms [online]. Prague University of Economics and Business, 23.06.2022 – 25.06.2022. Dostupné z: https://fm.vse.cz/english/icoria-2022/. Celosvětová konference (Účastníků: 127, z toho zahraničních: 123).

NOVÁK, Michal, BÍNA, Vladislav. Souvislosti včasného nesplácení hypoték českými domácnostmi z hlediska výzkumného šetření EU-SILC. In: OPATRNÁ, Eva (ed.). Complementary Papers and Book of Abstracts of the 15th International Scientific Conference INPROFORUM – New trends and challenges in the management of organisations [online]. České Budějovice, 04.11.2021 – 05.11.2021. České Budějovice : Faculty of Economics, University of South Bohemia in České Budějovice, 2021, s. 58–62. ISBN 978-80-7394-864-1. eISSN 2336-6788. Dostupné z: http://omp.ef.jcu.cz/index.php/EF/catalog/view/73/72/179-1.

Projects, Contract Research, and Collaborations

Projects, Contract Research, and Collaborations

Services for the expansion of Czech e-shops into foreign markets

  • Provider: Operační program Technologie a aplikace pro konkurenceschopnost (OP TAK)
  • Role: project team member
  • Duration: 2025 – 2027

ESF+ for VŠE: Quality and Human Resources

  • Provider: Operační program Jan Amos Komenský
  • Role: project team member
  • Duration: 2025 – 2028

Sustainable Education and Environmental Development (SEED)

  • Provider: Ministry of Education, Youth and Sports / National Recovery Plan
  • Role: project team member
  • Duration: 2024 – 2025

Innovation of the education process towards implementing AI tools

  • Provider: International Visegrad Fund
  • Role: project team member
  • Duration: 2024 – 2025

Identification of patterns in the temporal evolution of household poverty and social exclusion indicators based on mixed-type multivariate panel data

  • Provider: Grantová agentura ČR
  • Role: project team member
  • Duration: 2019 – 2022
Courses, lectures, and workshops

Courses, lectures, and workshops

  • Marketing Communication
  • Consumer Behavior
  • Business Intelligence and Web Data Analysis (in English)
  • Consumer Psychology (in English)
  • Research Methods in Management

Other Activities and Achievements

Other Activities and Achievements

  • Founder of ETlab – an eye-tracking and marketing laboratory at the Faculty of Management, Prague University of Economics and Business (FM VŠE)
  • Member of the Editorial Board of the International Journal of Advertising (ISSN 0265-0487) [Q1/D1 in FORD 5.8]
  • Josef Hlávka Award for outstanding Ph.D. students
  • Certificate of Merit (2nd place) – IAENG Best Paper Awards – The World Congress on Engineering and Computer Science (2012)