Vliv negativní reklamy na nákupní chování spotřebitele

This bachelor’s thesis deals with the effect of negative advertisement on consumers’ decisions. Its aim is to evaluate the impact of negative advertisement on consumers’ decisions and to compare whether the response of Czech and American consumers to such advertisement differs. It is assumed that American consumer is more confident, which is associated with greater determination and more distinctive response. The introductory part of the thesis deals with the definition of advertisement, consumer and consumer behaviour. The following is a presentation of certain selected characteristics of Czech and American consumers as well as the introduction of advertisements and events that were part of the questionnaire. In the practical part of the thesis, I compared the data obtained by the research on how the effect of specific negative advertisements containing controversial elements differs in its impact on Czech and American consumers.