{"id":24492,"date":"2016-02-11T09:52:38","date_gmt":"2016-02-11T08:52:38","guid":{"rendered":"http:\/\/www.invarena.cz\/?p=24492"},"modified":"2016-02-11T09:52:48","modified_gmt":"2016-02-11T08:52:48","slug":"u-zen-se-pri-nakupu-uplatnuji-emoce","status":"publish","type":"post","link":"https:\/\/www.invarena.cz\/?p=24492","title":{"rendered":"U \u017een se p\u0159i n\u00e1kupu uplat\u0148uj\u00ed emoce"},"content":{"rendered":"<p><strong>Co se d\u011bje v mozku, kdy\u017e si vyraz\u00ed \u017eeny nakupovat? Podle studie v\u011bdc\u016f americk\u00e9ho <span class=\"st\">Massachusetts Institute of Technology<\/span> klasifikuje na\u0161e mysl jednotliv\u00e9 produkty t\u00e9m\u011b\u0159 automaticky a vyhodnocuje informace, kter\u00e9 m\u00e1me o r\u016fzn\u00fdch typech zbo\u017e\u00ed. P\u00ed\u0161e o tom itals\u00fd list La Repubblica.<\/strong><br \/>\n<!--more--><\/p>\n<p>ilustra\u010dn\u00ed foto:\u00a0 datarec \/ iStockphoto.com<\/p>\n<p>Podle jak\u00e9ho m\u011b\u0159\u00edtka a jak\u00fdch hledisek si vyb\u00edr\u00e1me ta\u0161ku a tu a ne jinou sv\u00edtilnu?<\/p>\n<div class=\"rows\">\n<div class=\"leftCol\">\n<div id=\"textNews\" class=\"text\">\n<p>Pro mnoh\u00e9 z \u017een to m\u016f\u017ee b\u00fdt dosti komplikovan\u00e9, proto\u017ee do hry vstupuj\u00ed r\u016fzn\u00e9 faktory: cena, kvalita \u010di v\u011brnost n\u011bjak\u00e9 zna\u010dce. To v\u0161e m\u016f\u017ee rozhodov\u00e1n\u00ed ovlivnit.<\/p>\n<p>Nyn\u00ed studie americk\u00e9ho institutu odhalila, \u017ee ve skute\u010dnosti mozek produkuje mnohem jednodu\u0161\u0161\u00ed \u00favahy ne\u017e dosud p\u0159edpokl\u00e1dan\u00e9 slo\u017eit\u00e9 algoritmy a omezuje se na vypracov\u00e1n\u00ed ur\u010dit\u00e9 klasifikace r\u016fzn\u00fdch produkt\u016f sestavovan\u00e9 automaticky na z\u00e1klad\u011b informac\u00ed, kter\u00e9 m\u00e1me o r\u016fzn\u00e9m zbo\u017e\u00ed.<\/p>\n<p>St\u00e1v\u00e1 se, \u017ee v supermarketu maj\u00ed speci\u00e1ln\u00ed nab\u00eddku, a my se pak rozhodujeme, zda na p\u0159edn\u00ed m\u00edsto seznamu v\u011bc\u00ed, kter\u00e9 chceme koupit, d\u00e1me produkt, o n\u011bm\u017e jsme p\u016fvodn\u011b neuva\u017eovali. U\u017e p\u0159ed n\u011bkolika lety v\u011bdci z americk\u00e9 Stanfordovy univerzity objevili, \u017ee v mozku je jak\u00e1si &#8222;centr\u00e1la&#8220; pro nakupov\u00e1n\u00ed.<\/p>\n<p>&#8222;Jakmile vstoup\u00edme do obchodu, p\u0159edm\u011bt, kter\u00fd chceme koupit, n\u00e1s p\u0159itahuje, zat\u00edmco jeho cena n\u00e1s odrazuje. Zakoupen\u00ed zbo\u017e\u00ed n\u00e1m p\u016fsob\u00ed radost, zat\u00edmco potenci\u00e1ln\u00ed bolest je spojena s finan\u010dn\u00edm v\u00fddajem,&#8220; vysv\u011btluje Gabriela Pravettoniov\u00e1 z Mil\u00e1nsk\u00e9 st\u00e1tn\u00ed univerzity.<\/p>\n<p>Studie chov\u00e1n\u00ed mozku proveden\u00e9 za pou\u017eit\u00ed magnetick\u00e9 rezonance ukazuj\u00ed, \u017ee preference jednoho zbo\u017e\u00ed je spojena s aktivac\u00ed hlubok\u00e9 struktury mozku naz\u00fdvan\u00e9 nucleus accumbens. Ta hraje d\u016fle\u017eitou roli v mechanismech odm\u011bny a radosti, zat\u00edmco pohled na cenu je spojen s aktivac\u00ed \u010d\u00e1sti mozku naz\u00fdvan\u00e9 insula, kter\u00e1 reaguje na nep\u0159\u00edjemn\u00e9 stimuly.<\/p>\n<p>&#8222;Jestli\u017ee se insula intenzivn\u011b aktivuje, je velmi pravd\u011bpodobn\u00e9, \u017ee si v\u00fdrobek nekoup\u00edme, proto\u017ee n\u00e1\u0161 mozek je velmi ne\u0161\u0165astn\u00fd, \u017ee mus\u00edme vydat pen\u00edze,&#8220; cituje Pravettoniovou den\u00edk La Repubblica.<\/p>\n<p>&#8222;Nejedna volba v obchod\u011b je rovn\u011b\u017e emotivn\u00ed a \u010dasto nem\u00e1 nic spole\u010dn\u00e9ho s pot\u0159ebou toho \u010di onoho zbo\u017e\u00ed, ale sp\u00ed\u0161e s pocity, kter\u00e9 vyvol\u00e1v\u00e1,&#8220; vysv\u011btluje \u0159editelka neziskov\u00e9 organizace BrainCare Anna Cantagallov\u00e1.<\/p>\n<p>T\u00edm, co vede lidi p\u0159i jejich n\u00e1kupech, a studiem toho, co se p\u0159itom d\u011bje v jejich mysli, se zab\u00fdvaj\u00ed neuroshopping a neuromarketing. To jsou dv\u011b discipl\u00edny st\u00e1le v\u00edce vyu\u017e\u00edvan\u00e9 obchodn\u00edmi centry, kter\u00e9 objas\u0148uj\u00ed, jak je akt koup\u011b \u0159\u00edzen pocity uspokojen\u00ed, je\u017e vyvol\u00e1v\u00e1. Chemick\u00e1 substance radosti dopamin je produkov\u00e1na je\u0161t\u011b p\u0159ed n\u00e1kupem. Vid\u00edme-li mobiln\u00ed telefon nov\u00e9 generace, v na\u0161em mozku je vyplaven dopamin, kter\u00fd vytv\u00e1\u0159\u00ed pocit radosti a nut\u00ed n\u00e1s, abychom si p\u0159\u00edstroj koupili. Tato radost m\u00e1 ale kr\u00e1tk\u00e9 trv\u00e1n\u00ed, a proto, kdy\u017e se vr\u00e1t\u00edme dom\u016f, \u010dasto u\u017e nepoci\u0165ujeme ono uspokojen\u00ed, jak\u00e9 jsme pro\u017e\u00edvali p\u0159i n\u00e1kupu nov\u00e9ho telefonu.<\/p>\n<p>Mozek se p\u0159i nakupov\u00e1n\u00ed chov\u00e1 jinak podle pohlav\u00ed a tak\u00e9 podle v\u011bku. &#8222;Mu\u017e nakupuje, proto\u017ee m\u00e1 pot\u0159ebu ur\u010dit\u00e9ho produktu, p\u0159i nakupov\u00e1n\u00ed m\u00e1 racion\u00e1ln\u00ed p\u0159\u00edstup a po n\u011bm c\u00edt\u00ed ur\u010dit\u00e9 pr\u016fm\u011brn\u00e9 uspokojen\u00ed. Naopak \u017eena v\u011bt\u0161inou spojuje f\u00e1ze nakupov\u00e1n\u00ed s aspekty emotivn\u00edho typu: nakupov\u00e1n\u00ed je pro ni v\u00edce touhou ne\u017e pot\u0159ebou,&#8220; vysv\u011btluje Pravettoniov\u00e1. &#8222;Tyto rozd\u00edly z\u00e1visej\u00ed i na tom, \u017ee \u017eeny maj\u00ed v\u011bt\u0161\u00ed mno\u017estv\u00ed zrcadlov\u00fdch neuron\u016f, kter\u00e9 p\u0159isp\u00edvaj\u00ed k empatick\u00e9mu chov\u00e1n\u00ed. Proto jsou citliv\u011bj\u0161\u00ed k reklam\u011b.<\/p>\n<p>Svou roli hraje i v\u011bk: v dosp\u011blosti a ve zral\u00e9m v\u011bku jsme nepochybn\u011b vyb\u00edrav\u011bj\u0161\u00ed a p\u0159i v\u00fdb\u011bru zbo\u017e\u00ed v\u00edce uva\u017eujeme. V dob\u011b dosp\u00edv\u00e1n\u00ed nakupujeme p\u0159ekotn\u011bji,&#8220; vysv\u011btluje Pravettoniov\u00e1.<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Co se d\u011bje v mozku, kdy\u017e si vyraz\u00ed \u017eeny nakupovat? Podle studie v\u011bdc\u016f americk\u00e9ho Massachusetts Institute of Technology klasifikuje na\u0161e mysl jednotliv\u00e9 produkty t\u00e9m\u011b\u0159 automaticky <a class=\"mh-excerpt-more\" href=\"https:\/\/www.invarena.cz\/?p=24492\" title=\"U \u017een se p\u0159i n\u00e1kupu uplat\u0148uj\u00ed emoce\">[&#8230;]<\/a><\/p>\n<\/div>","protected":false},"author":1,"featured_media":20179,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-24492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spolecnost"],"_links":{"self":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/24492","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=24492"}],"version-history":[{"count":0,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/24492\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/media\/20179"}],"wp:attachment":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=24492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=24492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=24492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}