Vliv konfliktních informací na rozhodnutí

The aim of this paper is to investigate the impact of conflicting information to consumer's decision making. More specifically, the thesis focused on examining individuals' confusion following exposure to conflicting information and further linking this confusion in relation to individuals' general attitudes towards uncertainty and risk, which are factors that influence individual decision making. An important part of the investigation was to test theories about information-seeking tendencies following exposure to conflict information, which was addressed in particular by the research questions. In addition, the aim of the thesis was to try to define how the observed associations change with respect to the gender of the individual. Last but not least, the thesis, especially in its theoretical part, attempts to consolidate existing knowledge on conflict information and to enrich it with newly found connections across fields of researches that might be relevant for consumer decision making. The practical part of this thesis is based on the results of a questionnaire survey, which was answered by a total of 165 respondents, and the statistical methods of t-test and correlations were used to analyse the data. The results confirmed that confrontation with conflicting information leads to confusion for individuals when considering their accommodation choices and described the relationship with information-seeking tendencies, but did not prove the original hypotheses of a gender difference or moderation through uncertainty or risk characteristics.