Consumer Behavior and Visual Attention

This research group focuses on interdisciplinary studies in the field of consumer attitudes and behaviour, with a particular emphasis on visual attention. The group applies quantitative and mixed-method research designs to investigate both theoretical foundations and practical implications of visual attention in consumer decision-making, especially within retail environments.

Team Members

Michal Novak

Michal Novak

michal.novak@vse.cz

Assistant Professor – Team Leader, Founder of the Marketing Laboratory at the Faculty of Economics, Prague, focuses on quantitative approaches in consumer behavior and marketing communication

Simona Bazantova

Simona Bazantova

Assistant Professor, focuses on consumer visual attention and eye-tracking

Daria Gunina

Daria Gunina

Assistant Professor, focuses on consumer psychological processes and conceptualization of consumer research

Tomas Kincl

Tomas Kincl

Associate Professor, focuses on strategic marketing, CSR and User eXperience

Research Objectives

  • Investigating the role of mobile devices in shaping consumer visual attention
  • Conducting a conceptual review on the function of visual attention in consumer behaviour
  • Exploring the impact of selected technological shifts on consumer behaviour

Previous Outputs

  • 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. ISSN 0959-3969. DOI: 10.1080/09593969.2024.2319688.
  • 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.
  • GUNINA, Daria. Social Media Management: Choose Measures of Success on Instagram. Review of Socio-Economic Perspectives [online]. 2023, roč. 8, č. 4, s. 1–16. eISSN 2547-9385. ISSN 2149-9276. DOI: 10.19275/RSEP165. Dostupné také z: https://reviewsep.com/wp-content/uploads/2023/12/1_DARIA.pdf.
  • 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.
  • GHAFFAR, Abdul, ISLAM, Tahir, KHAN, Huda, KINCL, Tomáš, SHARMA, Anshuman. A Sustainable Retailer’s Journey to Sustainable Practices: Prioritizing the Customer and the Planet. Journal of Retailing and Costumer Services [online]. 2023, roč. 74, č. čl. 103388. 11 s. ISSN 0969-6989. DOI: 10.1016/j.retconser.2023.103388.
  • GHAFFAR, Abdul, ISLAM, Tahir, KINCL, Tomáš, HAKEEM, Abdul, SHARMA, Anshuman. The Role of Service Quality in Enhancing Brand Authenticity Through the Moderation Effect of Corporate Social Responsibility (CSR). Journal of Global Scholars of Marketing Science [online]. 2023, roč. 33, č. 3, s. 475–494. ISSN 2163-9159. DOI: 10.1080/21639159.2023.2199306.