Spotřeba jako tabu: koupě erotických hraček

This thesis deals with the decision-making process of consumers when buying taboo-ized products, specifically erotic toys. The aim of the thesis is to understand consumer motivations, the process of considering alternatives and evaluating the purchase in the context of broader so-cial aspects, particularly the impact and role of tabooisation of these products. The thesis employs a mixed-methods research design consisting of two phases. The first phase uses quantitative methods to gain a general understanding of the issue, while the second phase focuses on qualitative methods to provide deeper insights. The results of the work describe that product tabu-ization has an impact on the whole decision-making process. The thesis extends the current understanding of the issue of tabooing in consumption, furthermore, it presents the possibilities of using the results in practice and outlines possible future research directions.