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[et_pb_section fb_built=”1″ disabled_on=”off|on|on” admin_label=”Section” _builder_version=”4.27.4″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_direction=”0deg” background_color_gradient_stops=”#ffffff 0%|rgba(255,255,255,0) 100%” background_color_gradient_overlays_image=”on” background_image=”https:\/\/consumerlab.pef.mendelu.cz\/wp-content\/uploads\/2024\/12\/IMG_2257.jpg” min_height=”250px” custom_margin=”-75px||||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][\/et_pb_section][et_pb_section fb_built=”1″ specialty=”on” custom_padding_last_edited=”on|phone” admin_label=”Section” _builder_version=”4.27.4″ _module_preset=”default” background_image=”https:\/\/consumerlab.pef.mendelu.cz\/wp-content\/uploads\/2025\/04\/consumerlab_mendelu.jpg” background_enable_mask_style=”on” background_mask_style=”corner-square” background_mask_color=”rgba(255,255,255,0.95)” width=”100%” inner_width=”1250%” inner_width_tablet=”1250%” inner_width_phone=”100%” inner_width_last_edited=”on|phone” custom_margin_tablet=”0px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”290px|25px|110px|25px|false|true” custom_padding_tablet=”150px|50px|30px|50px|false|true” custom_padding_phone=”60px|25px|30px|25px|false|true” background_color_phone=”#FFFFFF” background_last_edited=”on|tablet” background_enable_color_phone=”on” background_enable_image_phone=”off” background_enable_mask_style_phone=”off” background_mask_transform_phone=”flip_vertical” background_mask_aspect_ratio_phone=”portrait” background_mask_size_phone=”cover” background_mask_width_phone=”100%” background_mask_height_phone=”100%” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_column type=”1_2″ specialty_columns=”2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_row_inner _builder_version=”4.27.4″ _module_preset=”default” width=”90%” width_tablet=”25%” width_phone=”92%” width_last_edited=”on|phone” max_width=”1200px” max_width_tablet=”500px” max_width_phone=”500px” max_width_last_edited=”on|desktop” module_alignment=”left” custom_margin=”0px||0px||false|false” custom_padding=”0px|0px|0px|0px|false|false” hover_transition_duration=”450ms” hover_transition_speed_curve=”ease-in” global_colors_info=”{}” transform_scale__hover=”100%|100%”][et_pb_column_inner saved_specialty_column_type=”1_2″ _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_heading title=”Shaping Sustainable Consumer Behaviour” _builder_version=”4.27.4″ _module_preset=”ddeb8c09-9078-4424-bc15-2efb6572e28e” width_tablet=”” width_phone=”” width_last_edited=”on|tablet” max_width=”100%” custom_margin=”||10px||false|false” custom_padding=”|0px|||false|false” animation_style=”slide” animation_direction=”top” animation_duration=”650ms” animation_intensity_slide=”13%” animation_starting_opacity=”15%” hover_transition_speed_curve=”ease-in” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22%93}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1.5em” width=”100%” custom_margin=”||30px||false|false” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” locked=”off” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22%93}”]<\/p>\n

V\u00edtejte na ofici\u00e1ln\u00edch str\u00e1nk\u00e1ch Consumer Lab Mendelovy univerzity v Brn\u011b. Zde se dozv\u00edte v\u00edce o n\u00e1s, na\u0161em t\u00fdmu, projektech a dal\u0161\u00ed informace. V p\u0159\u00edpad\u011b z\u00e1jmu n\u00e1s nev\u00e1hejte kontaktovat.<\/p>\n

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Consumer Lab zkoum\u00e1, jak spole\u010densk\u00e9 trendy a kl\u00ed\u010dov\u00e9 faktory ovliv\u0148uj\u00ed chov\u00e1n\u00ed spot\u0159ebitel\u016f. Na\u0161\u00edm posl\u00e1n\u00edm je identifikovat faktory a p\u0159ek\u00e1\u017eky udr\u017eiteln\u00e9 spot\u0159eby a poskytovat doporu\u010den\u00ed pro odpov\u011bdn\u00e9 postupy v oblastech, jako je hospoda\u0159en\u00ed s potravinami, vybaven\u00ed dom\u00e1cnosti, op\u011btovn\u00e9 pou\u017eit\u00ed a upcyklace. S vyu\u017eit\u00edm pokro\u010dil\u00fdch technologi\u00ed pro marketingov\u00fd v\u00fdzkum, jako je EEG a sledov\u00e1n\u00ed o\u010d\u00ed, shroma\u017e\u010fujeme poznatky pro v\u00fdvoj strategi\u00ed, kter\u00e9 podporuj\u00ed uv\u011bdom\u011bl\u00e1 a udr\u017eiteln\u00e1 spot\u0159ebitelsk\u00e1 rozhodnut\u00ed.<\/p>\n

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Pl\u00fdtv\u00e1n\u00ed potravinami nen\u00ed jen soci\u00e1ln\u00ed nebo ekonomick\u00fd probl\u00e9m, ale tak\u00e9 etick\u00fd probl\u00e9m a probl\u00e9m udr\u017eitelnosti. V Consumer Lab se pl\u00fdtv\u00e1n\u00edm potravinami zab\u00fdv\u00e1me tak, \u017ee zkoum\u00e1me jeho p\u0159\u00ed\u010diny a hled\u00e1me strategie, jak spot\u0159ebitele motivovat k jeho sni\u017eov\u00e1n\u00ed. Zkoum\u00e1me faktory ovliv\u0148uj\u00edc\u00ed chov\u00e1n\u00ed v oblasti pl\u00fdtv\u00e1n\u00ed potravinami a propagujeme odpov\u011bdnou spot\u0159ebu.<\/p>\n

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Na\u0161\u00edm c\u00edlem je vyvinout metodiku sb\u011bru a t\u0159\u00edd\u011bn\u00ed potravinov\u00e9ho odpadu, kter\u00e1 bude p\u0159ijateln\u00e1 pro v\u0161echny kl\u00ed\u010dov\u00e9 z\u00fa\u010dastn\u011bn\u00e9 strany v odpadov\u00e9m hospod\u00e1\u0159stv\u00ed, v\u010detn\u011b spot\u0159ebitel\u016f, obc\u00ed a svozov\u00fdch spole\u010dnost\u00ed, a z\u00e1rove\u0148 hledat metody jeho dal\u0161\u00edho vyu\u017eit\u00ed v r\u00e1mci ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”|10px||10px|false|false” custom_padding_tablet=”|10px||10px|false|false” custom_padding_phone=”|10px||0px|false|false” custom_padding_last_edited=”on|phone” custom_css_main_element=”width: 33%;” global_colors_info=”{}”][et_pb_image src=”https:\/\/consumerlab.pef.mendelu.cz\/wp-content\/uploads\/2025\/02\/recycling.png” title_text=”recycling” align=”center” _builder_version=”4.27.2″ _module_preset=”default” width=”20%” width_tablet=”30%” width_phone=”25%” width_last_edited=”on|tablet” custom_margin=”0px||20px||false|false” global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover=”103%|103%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop”][\/et_pb_image][et_pb_heading title=”Upcycling and reuse” _builder_version=”4.27.2″ _module_preset=”ba4a6336-701f-47b8-bf5c-09da0ce28016″ custom_margin=”0px||5px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22%93}”]<\/p>\n

Upcyklace a op\u011btovn\u00e9 pou\u017eit\u00ed jsou kl\u00ed\u010dov\u00e9 postupy ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed, kter\u00e9 se zam\u011b\u0159uj\u00ed na sni\u017eov\u00e1n\u00ed mno\u017estv\u00ed odpadu a prodlu\u017eov\u00e1n\u00ed \u017eivotn\u00edho cyklu v\u00fdrobk\u016f, kter\u00e9 spot\u0159ebitel\u00e9 denn\u011b pou\u017e\u00edvaj\u00ed v dom\u00e1cnostech. V\u00fdzkum se zam\u011b\u0159uje na chov\u00e1n\u00ed spot\u0159ebitel\u016f a faktory ovliv\u0148uj\u00edc\u00ed preference upcyklovan\u00fdch a op\u011btovn\u011b pou\u017eit\u00fdch v\u00fdrobk\u016f.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ custom_padding_last_edited=”on|tablet” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” width_tablet=”100%” module_alignment=”center” custom_margin=”25px|0px|0px|0px|false|false” custom_padding=”5px|0px|5px|0px|false|false” custom_padding_tablet=”||0px||false|false” custom_padding_phone=”|0px|0px|0px|false|false” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”|10px||10px|false|false” custom_padding_tablet=”|10px||10px|false|false” custom_padding_phone=”|10px||0px|false|false” custom_padding_last_edited=”on|phone” custom_css_main_element=”width: 33%;” global_colors_info=”{}”][et_pb_image src=”https:\/\/consumerlab.pef.mendelu.cz\/wp-content\/uploads\/2025\/02\/cloth.png” title_text=”cloth” align=”center” _builder_version=”4.27.2″ _module_preset=”default” width=”20%” width_tablet=”30%” width_phone=”25%” width_last_edited=”on|tablet” custom_margin=”0px||20px||false|false” global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover=”103%|103%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop”][\/et_pb_image][et_pb_heading title=”Fast fashion and slow fashion” _builder_version=”4.27.2″ _module_preset=”ba4a6336-701f-47b8-bf5c-09da0ce28016″ custom_margin=”0px||5px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22%93}”]<\/p>\n

Consumer Lab se zab\u00fdv\u00e1 ot\u00e1zkami pomal\u00e9 a rychl\u00e9 m\u00f3dy a zam\u011b\u0159uje se na genera\u010dn\u00ed vzorce chov\u00e1n\u00ed a spot\u0159ebn\u00ed n\u00e1vyky. Na\u0161\u00edm c\u00edlem je podn\u00edtit zm\u011bnu chov\u00e1n\u00ed sm\u011brem k uv\u011bdom\u011blej\u0161\u00ed spot\u0159eb\u011b a podpo\u0159it ob\u011bhov\u00e9 hospod\u00e1\u0159stv\u00ed.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”|10px||10px|false|false” custom_padding_tablet=”|10px||10px|false|false” custom_padding_phone=”|10px||0px|false|false” custom_padding_last_edited=”on|phone” custom_css_main_element=”width: 33%;” global_colors_info=”{}”][et_pb_image src=”https:\/\/consumerlab.pef.mendelu.cz\/wp-content\/uploads\/2025\/02\/lamp.png” title_text=”lamp” align=”center” _builder_version=”4.27.2″ _module_preset=”default” width=”20%” width_tablet=”30%” width_phone=”25%” width_last_edited=”on|tablet” custom_margin=”0px||20px||false|false” global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover=”103%|103%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop”][\/et_pb_image][et_pb_heading title=”Neuroscience” _builder_version=”4.27.2″ _module_preset=”ba4a6336-701f-47b8-bf5c-09da0ce28016″ custom_margin=”0px||5px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22%93}”]<\/p>\n

S vyu\u017eit\u00edm neurov\u011bdy zkoum\u00e1me vn\u00edm\u00e1n\u00ed marketingov\u00e9 komunikace spot\u0159ebiteli a roli smyslov\u00fdch z\u00e1\u017eitk\u016f p\u0159i rozhodov\u00e1n\u00ed, zejm\u00e9na v online trendech. Neurov\u011bda nav\u00edc slou\u017e\u00ed jako z\u00e1kladn\u00ed n\u00e1stroj nap\u0159\u00ed\u010d v\u0161emi oblastmi v\u00fdzkumu, \u010d\u00edm\u017e zlep\u0161uje na\u0161e ch\u00e1p\u00e1n\u00ed a strategie.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”|10px||10px|false|false” custom_padding_tablet=”|10px||10px|false|false” custom_padding_phone=”|10px||0px|false|false” custom_padding_last_edited=”on|phone” custom_css_main_element=”width: 33%;” global_colors_info=”{}”][et_pb_image src=”https:\/\/consumerlab.pef.mendelu.cz\/wp-content\/uploads\/2025\/02\/food.png” title_text=”food” align=”center” _builder_version=”4.27.2″ _module_preset=”default” width=”20%” width_tablet=”30%” width_phone=”25%” width_last_edited=”on|tablet” custom_margin=”0px||20px||false|false” global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover=”103%|103%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop”][\/et_pb_image][et_pb_heading title=”Educational Interventions” _builder_version=”4.27.4″ _module_preset=”ba4a6336-701f-47b8-bf5c-09da0ce28016″ custom_margin=”0px||5px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22%93}”]<\/p>\n

Tato oblast v\u00fdzkumu zkoum\u00e1, jak mohou vzd\u011bl\u00e1vac\u00ed n\u00e1stroje a digit\u00e1ln\u00ed vzd\u011bl\u00e1vac\u00ed platformy (nap\u0159. FutureBooks) formovat udr\u017eiteln\u00e9 spot\u0159ebitelsk\u00e9 chov\u00e1n\u00ed. Zam\u011b\u0159uje se na dopad v\u010dasn\u00e9ho vzd\u011bl\u00e1v\u00e1n\u00ed na sni\u017eov\u00e1n\u00ed mno\u017estv\u00ed odpadu v dom\u00e1cnostech a na podporu dlouhodob\u00e9 spot\u0159ebitelsk\u00e9 odpov\u011bdnosti.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”Section” _builder_version=”4.27.4″ _module_preset=”default” background_color=”gcid-primary-color” background_enable_image=”off” width=”100%” max_width=”100%” module_alignment=”center” height_tablet=”” height_phone=”” height_last_edited=”on|phone” custom_padding=”40px|25px|40px|25px|false|true” custom_padding_tablet=”30px|50px|30px|50px|false|true” custom_padding_phone=”30px|0px|50px|0px|false|true” background_last_edited=”on|tablet” background_enable_mask_style_tablet=”off” background_enable_mask_style_phone=”off” background_mask_horizontal_offset_tablet=”-100%” background_mask_vertical_offset_tablet=”0%” da_disable_devices=”off|off|off” global_colors_info=”{%22gcid-primary-color%22:%91%22background_color%22%93,%22gcid-heading-color%22:%91%22background_mask_color%22%93}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” width_tablet=”100%” custom_margin=”0px||0px||false|false” custom_padding=”5px|0px|5px|0px|false|false” custom_padding_tablet=”30px|0px|5px|0px|false|false” custom_padding_phone=”5px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Our goals” _builder_version=”4.27.2″ _module_preset=”c33f07d9-41e0-421a-8799-5799df695cce” title_text_align=”right” custom_padding=”|1px|0px|||” animation_style=”slide” animation_direction=”top” animation_duration=”650ms” animation_intensity_slide=”13%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22%93}”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”2″ custom_padding_last_edited=”on|tablet” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” width_tablet=”100%” custom_margin=”0px||0px||false|false” custom_padding=”0px|0px||0px|false|false” custom_padding_tablet=”12px|0px|0px|0px|false|false” custom_padding_phone=”0px|0px|0px|0px|false|false” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”||||false|true” custom_padding_tablet=”|15px||15px|false|true” custom_padding_phone=”|0px||0px|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”width: 50%;” global_colors_info=”{}”][et_pb_heading title=”Our misson” _builder_version=”4.27.4″ _module_preset=”ba4a6336-701f-47b8-bf5c-09da0ce28016″ title_text_color=”#FFFFFF” custom_margin=”0px||5px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”gcid-heading-color” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-primary-color%22:%91%22link_text_color%22,%22link_text_color%22,%22link_text_color%22%93,%22gcid-heading-color%22:%91%22header_text_color%22,%22header_4_text_color%22,%22header_3_text_color%22,%22header_2_text_color%22,%22header_5_text_color%22,%22header_6_text_color%22,%22quote_text_color%22,%22title_text_color%22,%22text_text_color%22%93,%22gcid-secondary-color%22:%91%22quote_border_color%22,%22quote_border_color%22,%22quote_border_color%22%93}”]<\/p>\n

Na\u0161\u00edm posl\u00e1n\u00edm je dek\u00f3dovat chov\u00e1n\u00ed spot\u0159ebitel\u016f pro udr\u017eitelnou volbu.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.2″ _module_preset=”default” custom_padding=”||||false|true” custom_padding_tablet=”|15px||15px|false|true” custom_padding_phone=”|0px||0px|false|true” custom_padding_last_edited=”on|phone” custom_css_main_element=”width: 50%;” global_colors_info=”{}”][et_pb_heading title=”Our Vision” _builder_version=”4.27.2″ _module_preset=”ba4a6336-701f-47b8-bf5c-09da0ce28016″ title_text_color=”#FFFFFF” custom_margin=”0px||5px||false|false” global_colors_info=”{}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”gcid-heading-color” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-primary-color%22:%91%22link_text_color%22,%22link_text_color%22,%22link_text_color%22,%22link_text_color%22,%22link_text_color%22%93,%22gcid-heading-color%22:%91%22header_text_color%22,%22header_4_text_color%22,%22header_3_text_color%22,%22header_2_text_color%22,%22header_5_text_color%22,%22header_6_text_color%22,%22quote_text_color%22,%22title_text_color%22,%22text_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22title_text_color%22,%22header_text_color%22,%22header_4_text_color%22,%22header_3_text_color%22,%22header_2_text_color%22,%22header_5_text_color%22,%22header_6_text_color%22,%22quote_text_color%22,%22text_text_color%22%93,%22gcid-secondary-color%22:%91%22quote_border_color%22,%22quote_border_color%22,%22quote_border_color%22,%22quote_border_color%22,%22quote_border_color%22%93}”]<\/p>\n

Na\u0161e vize vede ke zm\u011bn\u011b spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed sm\u011brem k uv\u011bdom\u011bl\u00e9 spot\u0159eb\u011b a ob\u011bhov\u00e9mu hospod\u00e1\u0159stv\u00ed.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” custom_padding_last_edited=”on|tablet” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” width_tablet=”100%” custom_margin=”0px||0px||false|false” custom_padding=”30px|0px|30px|0px|false|false” custom_padding_tablet=”30px|0px||0px|false|false” custom_padding_phone=”30px|0px|0px|0px|false|false” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”15px|25px|25px|25px|false|false” border_radii=”off|||50px|” border_color_all=”gcid-body-color” global_colors_info=”{%22gcid-body-color%22:%91%22border_color_all%22,%22border_color_all%22,%22border_color_all%22%93,%22gcid-e9fd2c3e-b63b-447f-b46c-c361810b2334%22:%91%22background_color%22%93}”][et_pb_heading title=”1.” _builder_version=”4.27.4″ _module_preset=”c33f07d9-41e0-421a-8799-5799df695cce” title_level=”h3″ title_text_align=”left” title_text_color=”gcid-primary-color” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{%22gcid-primary-color%22:%91%22title_text_color%22%93}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22,%22header_text_color%22,%22header_4_text_color%22,%22header_3_text_color%22,%22header_2_text_color%22,%22header_5_text_color%22,%22header_6_text_color%22,%22quote_text_color%22,%22text_text_color%22%93,%22gcid-primary-color%22:%91%22link_text_color%22,%22link_text_color%22%93,%22gcid-secondary-color%22:%91%22quote_border_color%22,%22quote_border_color%22%93}”]<\/p>\n

Identifikovat \u017eivotn\u00ed postoje a preference r\u016fzn\u00fdch generac\u00ed a ur\u010dit jejich vliv na chov\u00e1n\u00ed spot\u0159ebitel\u016f a zjistit, jak je vyu\u017e\u00edt ke zm\u011bn\u011b vzorc\u016f chov\u00e1n\u00ed sm\u011brem k udr\u017eiteln\u00e9 spot\u0159eb\u011b.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”15px|25px|25px|25px|false|false” border_radii=”off|||50px|” border_color_all=”gcid-body-color” global_colors_info=”{%22gcid-body-color%22:%91%22border_color_all%22,%22border_color_all%22,%22border_color_all%22,%22border_color_all%22,%22border_color_all%22,%22border_color_all%22%93,%22gcid-e9fd2c3e-b63b-447f-b46c-c361810b2334%22:%91%22background_color%22,%22background_color%22%93}”][et_pb_heading title=”2.” _builder_version=”4.27.4″ _module_preset=”c33f07d9-41e0-421a-8799-5799df695cce” title_level=”h3″ title_text_align=”left” title_text_color=”gcid-primary-color” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{%22gcid-primary-color%22:%91%22title_text_color%22%93}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22%93}”]<\/p>\n

P\u0159isp\u011bt k rozvoji kognitivn\u00edch model\u016f spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed rozli\u0161ov\u00e1n\u00edm mezi skute\u010dn\u00fdm chov\u00e1n\u00edm a z\u00e1m\u011bry chov\u00e1n\u00ed se zvl\u00e1\u0161tn\u00edm d\u016frazem na mor\u00e1ln\u00ed hodnoty a odpov\u011bdnost.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.27.4″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”15px|25px|25px|25px|false|false” border_radii=”off|||50px|” border_color_all=”gcid-body-color” global_colors_info=”{%22gcid-body-color%22:%91%22border_color_all%22,%22border_color_all%22,%22border_color_all%22,%22border_color_all%22%93,%22gcid-e9fd2c3e-b63b-447f-b46c-c361810b2334%22:%91%22background_color%22%93}”][et_pb_heading title=”3.” _builder_version=”4.27.2″ _module_preset=”c33f07d9-41e0-421a-8799-5799df695cce” title_level=”h3″ title_text_align=”left” title_text_color=”gcid-primary-color” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{%22gcid-primary-color%22:%91%22title_text_color%22%93}”][\/et_pb_heading][et_pb_text _builder_version=”4.27.2″ _module_preset=”default” text_font_size=”15px” text_line_height=”1.4em” custom_padding=”|0px||||” animation_style=”slide” animation_direction=”bottom” animation_duration=”650ms” animation_intensity_slide=”3%” animation_starting_opacity=”15%” global_colors_info=”{%22gcid-heading-color%22:%91%22title_text_color%22,%22title_text_color%22%93}”]<\/p>\n

Vyu\u017eit\u00ed EEG a dal\u0161\u00edch neuromarketingov\u00fdch n\u00e1stroj\u016f v laborato\u0159i ETLab ke zkoum\u00e1n\u00ed vn\u00edm\u00e1n\u00ed marketingov\u00e9 komunikace spot\u0159ebitele prost\u0159ednictv\u00edm experiment\u00e1ln\u00edch neurov\u011bdeck\u00fdch m\u011b\u0159en\u00ed.<\/p>\n

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Identifikovat determinanty chov\u00e1n\u00ed spot\u0159ebitel\u016f v souvislosti s pl\u00fdtv\u00e1n\u00edm potravinami a nakl\u00e1d\u00e1n\u00edm s nimi v dom\u00e1cnostech, vyu\u017e\u00edvat modern\u00ed informa\u010dn\u00ed metody a personalizovanou medi\u00e1ln\u00ed komunikaci k propagaci postup\u016f ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed a \u00fa\u010dinn\u00fdch intervenc\u00ed.<\/p>\n

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N\u00e1\u0161 t\u00fdm se zaj\u00edm\u00e1 zejm\u00e9na o \u0159e\u0161en\u00ed aktu\u00e1ln\u00edch probl\u00e9m\u016f udr\u017eitelnosti, v\u010detn\u011b vyu\u017eit\u00ed upcyklace a op\u011btovn\u00e9ho pou\u017eit\u00ed vybaven\u00ed dom\u00e1cnost\u00ed. Na\u0161\u00edm \u00fasil\u00edm o sb\u011br dat se sna\u017e\u00edme zaplnit mezery ve v\u00fdzkumu a z\u00edskat nov\u00e9 poznatky. Pou\u017e\u00edv\u00e1me \u0159adu metod, v\u010detn\u011b tradi\u010dn\u00edch kvantitativn\u00edch a kvalitativn\u00edch spot\u0159ebitelsk\u00fdch pr\u016fzkum\u016f a tak\u00e9 pokro\u010dil\u00fdch neuromarketingov\u00fdch technologi\u00ed, jako je EEG a eye-tracking. Vyu\u017eit\u00edm t\u011bchto poznatk\u016f se sna\u017e\u00edme podporovat odpov\u011bdn\u00e9 a udr\u017eiteln\u00e9 spot\u0159ebitelsk\u00e9 volby.<\/p>\n

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Ing. et Ing. 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Jej\u00ed v\u00fdzkumn\u00e1 \u010dinnost se zam\u011b\u0159uje p\u0159edev\u0161\u00edm na zkoum\u00e1n\u00ed spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed a identifikaci vzorc\u016f chov\u00e1n\u00ed v kontextu udr\u017eitelnosti. Jako hlavn\u00ed \u0159e\u0161itelka \u0159ady projekt\u016f financovan\u00fdch TA\u010cR se v\u011bnuje v\u00fdzkumn\u00fdm aktivit\u00e1m souvisej\u00edc\u00edm s problematikou pl\u00fdtv\u00e1n\u00ed potravinami, upcyklace a rychl\u00e9 m\u00f3dy. Jej\u00ed v\u00fdzkum se zam\u011b\u0159uje na n\u00e1vrh intervenc\u00ed pro prevenci ne\u017e\u00e1douc\u00edho chov\u00e1n\u00ed a rozvoj digit\u00e1ln\u00edho vzd\u011bl\u00e1v\u00e1n\u00ed v oblasti environment\u00e1ln\u00edch kompetenc\u00ed. C\u00edlem jej\u00edch projekt\u016f je identifikovat \u00fa\u010dinn\u00e9 strategie pro podporu proenvironment\u00e1ln\u00edho chov\u00e1n\u00ed a za\u010dlen\u011bn\u00ed udr\u017eitelnosti do sou\u010dasn\u00e9ho marketingu. Pedagogick\u00fd d\u016fraz klade na marketingovou komunikaci a spot\u0159ebitelsk\u00e9 chov\u00e1n\u00ed.<\/span><\/p>\n

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Jej\u00ed v\u00fdzkumn\u00e1 \u010dinnost se zam\u011b\u0159uje p\u0159edev\u0161\u00edm na zkoum\u00e1n\u00ed spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed a identifikaci vzorc\u016f chov\u00e1n\u00ed v kontextu udr\u017eitelnosti. Jako hlavn\u00ed \u0159e\u0161itelka \u0159ady projekt\u016f financovan\u00fdch TA\u010cR se v\u011bnuje v\u00fdzkumn\u00fdm aktivit\u00e1m souvisej\u00edc\u00edm s problematikou pl\u00fdtv\u00e1n\u00ed potravinami, upcyklace a rychl\u00e9 m\u00f3dy. Jej\u00ed v\u00fdzkum se zam\u011b\u0159uje na n\u00e1vrh intervenc\u00ed pro prevenci ne\u017e\u00e1douc\u00edho chov\u00e1n\u00ed a rozvoj digit\u00e1ln\u00edho vzd\u011bl\u00e1v\u00e1n\u00ed v oblasti environment\u00e1ln\u00edch kompetenc\u00ed. C\u00edlem jej\u00edch projekt\u016f je identifikovat \u00fa\u010dinn\u00e9 strategie pro podporu proenvironment\u00e1ln\u00edho chov\u00e1n\u00ed a za\u010dlen\u011bn\u00ed udr\u017eitelnosti do sou\u010dasn\u00e9ho marketingu. Pedagogick\u00fd d\u016fraz klade na marketingovou komunikaci a spot\u0159ebitelsk\u00e9 chov\u00e1n\u00ed.<\/span><\/p>\n

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V roce 1998 za\u010dala pracovat na Obchodn\u011b-ekonomick\u00e9 fakult\u011b Mendelovy univerzity. V letech 2011 a\u017e 2023 p\u016fsobila jako vedouc\u00ed katedry marketingu a obchodu, nyn\u00ed na univerzit\u011b zast\u00e1v\u00e1 funkci prorektorky. Vyu\u010duje p\u0159edm\u011bty zam\u011b\u0159en\u00e9 p\u0159edev\u0161\u00edm na obchod, jako je obchodn\u00ed logistika, obchodn\u00ed operace a mezin\u00e1rodn\u00ed obchod. Jej\u00ed publika\u010dn\u00ed \u010dinnost zahrnuje \u0159adu odborn\u00fdch \u010dl\u00e1nk\u016f a p\u0159\u00edsp\u011bvk\u016f na dom\u00e1c\u00edch i zahrani\u010dn\u00edch konferenc\u00edch. V posledn\u00edch letech se jej\u00ed v\u00fdzkum zam\u011b\u0159uje p\u0159edev\u0161\u00edm na chov\u00e1n\u00ed spot\u0159ebitel\u016f p\u0159i produkci potravinov\u00e9ho odpadu a na vzorce chov\u00e1n\u00ed p\u0159i spot\u0159eb\u011b.<\/span><\/p>\n

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V roce 1998 za\u010dala pracovat na Obchodn\u011b-ekonomick\u00e9 fakult\u011b Mendelovy univerzity. V letech 2011 a\u017e 2023 p\u016fsobila jako vedouc\u00ed katedry marketingu a obchodu, nyn\u00ed na univerzit\u011b zast\u00e1v\u00e1 funkci prorektorky. Vyu\u010duje p\u0159edm\u011bty zam\u011b\u0159en\u00e9 p\u0159edev\u0161\u00edm na obchod, jako je obchodn\u00ed logistika, obchodn\u00ed operace a mezin\u00e1rodn\u00ed obchod. Jej\u00ed publika\u010dn\u00ed \u010dinnost zahrnuje \u0159adu odborn\u00fdch \u010dl\u00e1nk\u016f a p\u0159\u00edsp\u011bvk\u016f na dom\u00e1c\u00edch i zahrani\u010dn\u00edch konferenc\u00edch. V posledn\u00edch letech se jej\u00ed v\u00fdzkum zam\u011b\u0159uje p\u0159edev\u0161\u00edm na chov\u00e1n\u00ed spot\u0159ebitel\u016f p\u0159i produkci potravinov\u00e9ho odpadu a na vzorce chov\u00e1n\u00ed p\u0159i spot\u0159eb\u011b.<\/span><\/p>\n

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Pracuje jako odborn\u00e1 asistentka na kated\u0159e marketingu a obchodu, kde se specializuje na marketingov\u00e9 kurzy. Je absolventkou Provozn\u011b ekonomick\u00e9 fakulty Mendelovy univerzity v Brn\u011b, kde v roce 2014 obh\u00e1jila diserta\u010dn\u00ed pr\u00e1ci zam\u011b\u0159enou na \u017eivotn\u00ed \u00farove\u0148 a p\u0159\u00edjmovou \u00farove\u0148 senior\u016f. Tomuto t\u00e9matu se v\u011bnovala ve sv\u00fdch publikac\u00edch i v r\u00e1mci projektu financovan\u00e9ho Technologickou agenturou \u010cR (TA\u010cR), kter\u00fd se zam\u011b\u0159oval na podporu pozitivn\u00edho st\u00e1rnut\u00ed. V sou\u010dasn\u00e9 dob\u011b se ve sv\u00e9 v\u011bdecko-v\u00fdzkumn\u00e9 \u010dinnosti zam\u011b\u0159uje na udr\u017eitelnost a pl\u00fdtv\u00e1n\u00ed potravinami, konkr\u00e9tn\u011b u generace Z, kde je tak\u00e9 spolu\u0159e\u0161itelkou projektu TA\u010cR.<\/span><\/p>\n

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Pracuje jako odborn\u00e1 asistentka na kated\u0159e marketingu a obchodu, kde se specializuje na marketingov\u00e9 kurzy. Je absolventkou Provozn\u011b ekonomick\u00e9 fakulty Mendelovy univerzity v Brn\u011b, kde v roce 2014 obh\u00e1jila diserta\u010dn\u00ed pr\u00e1ci zam\u011b\u0159enou na \u017eivotn\u00ed \u00farove\u0148 a p\u0159\u00edjmovou \u00farove\u0148 senior\u016f. Tomuto t\u00e9matu se v\u011bnovala ve sv\u00fdch publikac\u00edch i v r\u00e1mci projektu financovan\u00e9ho Technologickou agenturou \u010cR (TA\u010cR), kter\u00fd se zam\u011b\u0159oval na podporu pozitivn\u00edho st\u00e1rnut\u00ed. V sou\u010dasn\u00e9 dob\u011b se ve sv\u00e9 v\u011bdecko-v\u00fdzkumn\u00e9 \u010dinnosti zam\u011b\u0159uje na udr\u017eitelnost a pl\u00fdtv\u00e1n\u00ed potravinami, konkr\u00e9tn\u011b u generace Z, kde je tak\u00e9 spolu\u0159e\u0161itelkou projektu TA\u010cR.<\/span><\/p>\n

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Zab\u00fdv\u00e1 se v\u00fdzkumem v oblasti spot\u0159ebitelsk\u00e9 neurov\u011bdy a neuromarketingu se zam\u011b\u0159en\u00edm na vyu\u017eit\u00ed technologie sledov\u00e1n\u00ed o\u010d\u00ed k hodnocen\u00ed pozornosti spot\u0159ebitel\u016f. To je v souladu s jeho \u0161ir\u0161\u00edm v\u00fdzkumn\u00fdm programem, kter\u00fd zahrnuje \u00falohu vizu\u00e1ln\u00ed komunikace p\u0159i ovliv\u0148ov\u00e1n\u00ed rozhodovac\u00edch proces\u016f spot\u0159ebitel\u016f. V sou\u010dasn\u00e9 dob\u011b p\u016fsob\u00ed na kated\u0159e marketingu a obchodu, kde vede laborato\u0159 ETLab zam\u011b\u0159enou na eye-tracking. Jeho akademick\u00e1 kvalifikace zahrnuje magistersk\u00fd titul v oboru syst\u00e9mov\u00e9ho in\u017een\u00fdrstv\u00ed a informatiky a doktor\u00e1t v oboru ekonomie a managementu.<\/p>\n

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Zab\u00fdv\u00e1 se v\u00fdzkumem v oblasti spot\u0159ebitelsk\u00e9 neurov\u011bdy a neuromarketingu se zam\u011b\u0159en\u00edm na vyu\u017eit\u00ed technologie sledov\u00e1n\u00ed o\u010d\u00ed k hodnocen\u00ed pozornosti spot\u0159ebitel\u016f. To je v souladu s jeho \u0161ir\u0161\u00edm v\u00fdzkumn\u00fdm programem, kter\u00fd zahrnuje \u00falohu vizu\u00e1ln\u00ed komunikace p\u0159i ovliv\u0148ov\u00e1n\u00ed rozhodovac\u00edch proces\u016f spot\u0159ebitel\u016f. V sou\u010dasn\u00e9 dob\u011b p\u016fsob\u00ed na kated\u0159e marketingu a obchodu, kde vede laborato\u0159 ETLab zam\u011b\u0159enou na eye-tracking. Jeho akademick\u00e1 kvalifikace zahrnuje magistersk\u00fd titul v oboru syst\u00e9mov\u00e9ho in\u017een\u00fdrstv\u00ed a informatiky a doktor\u00e1t v oboru ekonomie a managementu.<\/p>\n

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Ve sv\u00e9 v\u00fdzkumn\u00e9 \u010dinnosti se zam\u011b\u0159uje na spokojenost a loajalitu v cestovn\u00edm ruchu s hlavn\u00edm d\u016frazem na emoce, \u0161t\u011bst\u00ed a pohodu. V posledn\u00ed dob\u011b se zam\u011b\u0159uje tak\u00e9 na problematiku pl\u00fdtv\u00e1n\u00ed potravinami v souvislosti se struktur\u00e1ln\u00edm modelov\u00e1n\u00edm, kter\u00e9 slou\u017e\u00ed k identifikaci hlub\u0161\u00edch vz\u00e1jemn\u00fdch vztah\u016f mezi r\u016fzn\u00fdmi prom\u011bnn\u00fdmi. Ve sv\u00e9 funkci v CzechTourism se pod\u00edl\u00ed na z\u00edsk\u00e1v\u00e1n\u00ed a n\u00e1sledn\u00e9m zpracov\u00e1n\u00ed sekund\u00e1rn\u00edch dat, kter\u00e1 analyzuje pomoc\u00ed PowerBI a aplikace ArcGIS (pro vizualizaci mapov\u00fdch dat). V pedagogick\u00e9 oblasti se v\u011bnuje p\u0159edev\u0161\u00edm udr\u017eiteln\u00e9mu cestovn\u00edmu ruchu a zpracov\u00e1n\u00ed dat v cestovn\u00edm ruchu.<\/span><\/p>\n

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Ve sv\u00e9 v\u00fdzkumn\u00e9 \u010dinnosti se zam\u011b\u0159uje na spokojenost a loajalitu v cestovn\u00edm ruchu s hlavn\u00edm d\u016frazem na emoce, \u0161t\u011bst\u00ed a pohodu. V posledn\u00ed dob\u011b se zam\u011b\u0159uje tak\u00e9 na problematiku pl\u00fdtv\u00e1n\u00ed potravinami v souvislosti se struktur\u00e1ln\u00edm modelov\u00e1n\u00edm, kter\u00e9 slou\u017e\u00ed k identifikaci hlub\u0161\u00edch vz\u00e1jemn\u00fdch vztah\u016f mezi r\u016fzn\u00fdmi prom\u011bnn\u00fdmi. Ve sv\u00e9 funkci v CzechTourism se pod\u00edl\u00ed na z\u00edsk\u00e1v\u00e1n\u00ed a n\u00e1sledn\u00e9m zpracov\u00e1n\u00ed sekund\u00e1rn\u00edch dat, kter\u00e1 analyzuje pomoc\u00ed PowerBI a aplikace ArcGIS (pro vizualizaci mapov\u00fdch dat). V pedagogick\u00e9 oblasti se v\u011bnuje p\u0159edev\u0161\u00edm udr\u017eiteln\u00e9mu cestovn\u00edmu ruchu a zpracov\u00e1n\u00ed dat v cestovn\u00edm ruchu.<\/span><\/p>\n

[\/et_pb_text][et_pb_button button_url=”mailto:andrea.kralikova@mendelu.cz” url_new_window=”on” button_text=”andrea.kralikova@mendelu.cz” _builder_version=”4.27.4″ _module_preset=”default” button_text_size=”15px” button_text_color=”gcid-heading-color” button_bg_color=”#FFFFFF” button_border_radius=”0px” button_letter_spacing=”0px” button_icon=”||divi||400″ button_icon_color=”gcid-primary-color” button_icon_placement=”left” button_on_hover=”off” custom_margin=”0px||0px||false|false” custom_padding=”5px|24px|5px|24px|true|true” custom_padding_tablet=”3px||3px||true|true” custom_padding_phone=”3px|24px|3px|24px|true|true” custom_padding_last_edited=”on|phone” global_colors_info=”{%22gcid-primary-color%22:%91%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22%93,%22gcid-heading-color%22:%91%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22%93}” custom_css_main_element_last_edited=”on|desktop”][\/et_pb_button][et_pb_button button_url=”tel:++420545132325″ url_new_window=”on” button_text=”+420 545 132 325″ _builder_version=”4.27.4″ _module_preset=”default” button_text_size=”15px” button_text_color=”gcid-heading-color” button_bg_color=”#FFFFFF” button_icon=”||divi||400″ button_icon_color=”gcid-primary-color” button_icon_placement=”left” button_on_hover=”off” custom_margin=”0px||0px||false|false” custom_padding=”5px|24px|5px|24px|true|true” custom_padding_tablet=”3px||3px||true|true” custom_padding_phone=”3px|24px|3px|24px|true|true” custom_padding_last_edited=”on|phone” global_colors_info=”{%22gcid-primary-color%22:%91%22button_icon_color%22,%22button_icon_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22,%22button_bg_color%22,%22button_icon_color%22%93,%22gcid-heading-color%22:%91%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22,%22button_text_color%22%93}” custom_css_main_element_last_edited=”on|desktop”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” disabled_on=”off|off|off” admin_label=”Popup – #balakova” module_id=”balakova” module_class=”popup close-alt” _builder_version=”4.27.4″ _module_preset=”default” width=”70%” width_tablet=”70%” width_phone=”80%” width_last_edited=”on|phone” max_width=”100%” custom_margin=”|0px||0px|false|true” custom_padding=”35px|55px|50px|55px|false|true” custom_padding_tablet=”35px|50px|35px|50px|true|true” custom_padding_phone=”20px|0px|29px|0px|false|true” da_is_popup=”on” da_popup_slug=”balakova” da_alt_close=”on” da_disable_devices=”off|off|off” global_colors_info=”{}” da_exit_intent=”off” da_has_close=”on” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row disabled_on=”on|on|off” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_heading title=”Ing. 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Irena Bal\u00e1kov\u00e1 v roce 2021 \u00fasp\u011b\u0161n\u011b ukon\u010dila doktorsk\u00e9 studium v oboru ekonomie a management. V sou\u010dasn\u00e9 dob\u011b se zab\u00fdv\u00e1 v\u00fdzkumem spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed s d\u016frazem na udr\u017eitelnost. Je aktivn\u00ed \u010dlenkou v\u00fdzkumn\u00fdch t\u00fdm\u016f, kter\u00e9 se pod\u00edlej\u00ed na n\u011bkolika projektech zam\u011b\u0159en\u00fdch na p\u0159edch\u00e1zen\u00ed vzniku odpad\u016f v dom\u00e1cnostech a vyu\u017eit\u00ed potravinov\u00e9ho odpadu, a tak\u00e9 na projektech zam\u011b\u0159en\u00fdch na digit\u00e1ln\u00ed vzd\u011bl\u00e1vac\u00ed n\u00e1stroje pro rozvoj environment\u00e1ln\u00edch kompetenc\u00ed spot\u0159ebitel\u016f v souladu s principy ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed, jako je op\u011btovn\u00e9 pou\u017eit\u00ed a upcyklace.<\/span><\/p>\n

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Irena Bal\u00e1kov\u00e1 v roce 2021 \u00fasp\u011b\u0161n\u011b ukon\u010dila doktorsk\u00e9 studium v oboru ekonomie a management. V sou\u010dasn\u00e9 dob\u011b se zab\u00fdv\u00e1 v\u00fdzkumem spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed s d\u016frazem na udr\u017eitelnost. Je aktivn\u00ed \u010dlenkou v\u00fdzkumn\u00fdch t\u00fdm\u016f, kter\u00e9 se pod\u00edlej\u00ed na n\u011bkolika projektech zam\u011b\u0159en\u00fdch na p\u0159edch\u00e1zen\u00ed vzniku odpad\u016f v dom\u00e1cnostech a vyu\u017eit\u00ed potravinov\u00e9ho odpadu, a tak\u00e9 na projektech zam\u011b\u0159en\u00fdch na digit\u00e1ln\u00ed vzd\u011bl\u00e1vac\u00ed n\u00e1stroje pro rozvoj environment\u00e1ln\u00edch kompetenc\u00ed spot\u0159ebitel\u016f v souladu s principy ob\u011bhov\u00e9ho hospod\u00e1\u0159stv\u00ed, jako je op\u011btovn\u00e9 pou\u017eit\u00ed a upcyklace.<\/span><\/p>\n

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P\u016fvodn\u011b vystudoval biomedic\u00ednsk\u00e9 in\u017een\u00fdrstv\u00ed na Fakult\u011b elektrotechniky a komunika\u010dn\u00edch technologi\u00ed VUT v Brn\u011b. Sna\u017e\u00ed se aplikovat neurozobrazovac\u00ed a biometrick\u00e9 metody (eye-tracking, EEG, face-reading atd.) na marketingov\u00e9 v\u00fdzvy - neuromarketing. Jeho v\u00fdzkum se zam\u011b\u0159uje p\u0159edev\u0161\u00edm na online marketing a chov\u00e1n\u00ed spot\u0159ebitel\u016f na internetu, zejm\u00e9na u generace Z. V sou\u010dasn\u00e9 dob\u011b zkoum\u00e1 tak\u00e9 t\u00e9mata souvisej\u00edc\u00ed s udr\u017eitelnost\u00ed, trendy ve spot\u0159ebitelsk\u00e9m chov\u00e1n\u00ed, v\u010detn\u011b pl\u00fdtv\u00e1n\u00ed potravinami a vodou, a modely spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed.<\/span><\/p>\n

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P\u016fvodn\u011b vystudoval biomedic\u00ednsk\u00e9 in\u017een\u00fdrstv\u00ed na Fakult\u011b elektrotechniky a komunika\u010dn\u00edch technologi\u00ed VUT v Brn\u011b. Sna\u017e\u00ed se aplikovat neurozobrazovac\u00ed a biometrick\u00e9 metody (eye-tracking, EEG, face-reading atd.) na marketingov\u00e9 v\u00fdzvy - neuromarketing. Jeho v\u00fdzkum se zam\u011b\u0159uje p\u0159edev\u0161\u00edm na online marketing a chov\u00e1n\u00ed spot\u0159ebitel\u016f na internetu, zejm\u00e9na u generace Z. V sou\u010dasn\u00e9 dob\u011b zkoum\u00e1 tak\u00e9 t\u00e9mata souvisej\u00edc\u00ed s udr\u017eitelnost\u00ed, trendy ve spot\u0159ebitelsk\u00e9m chov\u00e1n\u00ed, v\u010detn\u011b pl\u00fdtv\u00e1n\u00ed potravinami a vodou, a modely spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed.<\/span><\/p>\n

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Laborato\u0159 spot\u0159ebitelsk\u00e9ho chov\u00e1n\u00ed (CoBeLab) zkoum\u00e1, jak vizu\u00e1ln\u00ed podn\u011bty ovliv\u0148uj\u00ed rozhodov\u00e1n\u00ed spot\u0159ebitel\u016f pomoc\u00ed technologi\u00ed sledov\u00e1n\u00ed o\u010d\u00ed a EEG. Zkoum\u00e1me vizu\u00e1ln\u00ed pozornost, kognitivn\u00ed procesy a chov\u00e1n\u00ed spot\u0159ebitel\u016f v marketingov\u00e9m kontextu. Na\u0161e laborato\u0159 je vybavena syst\u00e9my od spole\u010dnost\u00ed SMI, SR-Research, Pupil Labs a Brain Products, v\u010detn\u011b syst\u00e9mu Emotiv EPOC+.<\/span><\/p>\n

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Welcome to the official website of the Consumer Lab at Mendel University in Brno. Find out more about us, our team, projects and other information. If you are interested, please do not hesitate to contact us.The Consumer Lab explores how societal trends and key factors influence consumer behaviour. Our mission is to identify the drivers […]<\/p>","protected":false},"author":5,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-355","page","type-page","status-publish","hentry"],"yoast_head":"\nShaping Sustainable Consumer Behaviour - Consumer Lab<\/title>\n<meta name=\"description\" content=\"The Consumer Lab explores how societal trends and key factors influence consumer behaviour. Find out more about our projects.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerlab.pef.mendelu.cz\/cs\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shaping Sustainable Consumer Behaviour - Consumer Lab\" \/>\n<meta property=\"og:description\" content=\"The Consumer Lab explores how societal trends and key factors influence consumer behaviour. 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