Vliv antropomorfních podnětů na reakce a kupní záměr spotřebitele

The aim of this master’s thesis is to evaluate in what way anthropomorphic stimuli placed on the covers of pharmaceutical products influence reactions of consumers and subsequently their purchase intention as well. The work then analyses the moderating effect of visual focus on the relationship between anthropomorphic stimuli and consumer reactions. Based on a literature search, a conceptual model was designed which served as the basis for research hypothesis. The research is brought into effect by means of an eye-tracking measurement and an accompanying interview survey. Acquired data contained in this thesis clearly prove the impact of anthropomorphic stimuli on visual focus of a consumer and their reaction, specifically on affective response and social perception. This work is mainly beneficial for people dealing with marketing communication.