Dr Agata Wawrzyniak is an Assistant Professor in the Institute of Economics at the Faculty of Economics, Finance and Management of the University of Szczecin. Her main areas of research are multi-agent simulation in modeling of socio-economic systems, digital marketing, application of cognitive neuroscience techniques in marketing communication and artificial intelligence in economics. She has published over 50 peer-reviewed papers and chapters in monographs. Currently she is working on consumer behaviour investigation with the use of multi-agent modeling and simulation.
Contact:
dr Agata Wawrzyniak https://orcid.org/0000-0001-8343-0791
University of Szczecin, Faculty of Economics, Finance and Management
ul. Mickiewicza 64, 71-101 Szczecin, POLAND
e-mail: agata.wawrzyniak@usz.edu.pl
Projects
In recent years research of dr Agata Wawrzyniak concentrated mainly on following topics:
- An empirical study of the factors influencing consumer behaviour in the electric appliances market,
- Study on the influence of advertising attractiveness on the purchase decisions of women and men,
- Packaging as an instrument of marketing communication – the results of eye-tracking studies,
- Brain neuroimaging methods in the research of decision making process in management,
- The study of advertising content with application of EEG,
- Modern trends and practices in digital marketing development (including integrated marketing communication),
- The impact of consumer satisfaction and loyalty on e-marketing.
Research plans for the nearest future include the continuation of the above topics.
Descriptions of projects:
1. An empirical study of the factors influencing consumer behaviour in the electric appliances market
This study contributes to a deeper understanding of the impact of different factors on consumer buying behaviour. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behaviour (as the dependent variable) in the electric appliances market. The purpose of this study is to determine the factors affecting consumer preferences and behaviour in the electric appliances market in Iraq. The data employed to analyse the factors influencing consumers’ purchase decision-making processes were obtained through a questionnaire that was conducted in December 2011 in Basra, a city in southern Iraq. The major findings of the study indicated that, overall, the set of independent variables are weakly associated with the dependent variable. However, the in-depth analysis found that social factors, physical factors, and marketing mix elements are strongly associated with consumer buying behaviour. These analyses make it possible to discover consumer decision-making rules. The results may assist producers and retailers in understanding consumer behaviour and improving consumer satisfaction.
2. Study on the influence of advertising attractiveness on the purchase decisions of women and men
This study attempted to identify differences in purchase decisions of men and women. Earlier research has found that they, due to their different upbringing and socialization along with various other social, biological and psychological factors, depict different types of consumer behaviour. The purpose of this study was to investigate the influence of advertising attractiveness on male and female purchase decisions. The aim of the study was to elaborate the research procedure which proposes the usage of the theory of rough set to determine the rules of the consumers’ behaviour. Implications and directions for future research were also formulated on the basis of the results.
3. Packaging as an instrument of marketing communication – the results of eye-tracking studies
Packaging, which is one of the most important instruments of marketing communication, should be attractive, denote the producer and inform the client of the content. Proper design of information and its layout on the packaging helps message recipients to notice it quickly and interpret properly. External features of the packaging are really important as the majority of clients are most responsive to visual stimuli. Knowing this, the producers have decided to study those reactions with the use of various marketing methods. The study analyzed the current state of scientific knowledge and the evaluation of the development on packaging studies from the point of view of marketing. The study revealed existing information gaps – studies presented in academic literature concern only chosen elements of message or the characteristics of the sender. Therefore one must take into consideration the inclusion of modern scientific methods such as EEG, eye tracking or fMRI in marketing studies. The main purpose of the study was to analyse the results of experimental studies concerning the perception of packaging and the evaluation of its attractiveness by purchasers.
4. Brain neuroimaging methods in the research of decision making process in management
At the end of forties and the beginning of the fifties of the 20th century the second cognitive revolution took place. It contributed directly to the coming into existence of the cognitive psychology, to the development of neuroscience and the birth of cognitive neuroscience. Then the rapid development of brain neuroimaging methods took place. Economists became interested in the cognitive revolution in the second half of the nineties. New fields of study appeared, such as neuroeconomics, neuromangement and neuromarketing. The aim of this study was to become acquainted with the subject of neuromanagement and to make a review of selected methods of brain neuroimaging applied in management, i.e. functional magnetic resonance imaging and electroencephalography.
5. The Study of Advertising Content with Application of EEG
The character and form of the commercial message have a decisive influence on its reception by potential clients. The appropriate preparation of advertising spots and all promotional materials significantly increases the chances of its positive receipt and arouse consumer interest in a product or service. The study of advertising content and its influence can be carried out with using different research methods. This research applied one of the modern approaches to analysis of advertising contents, i.e. the electroencephalography (EEG). The primary objective of the study was to identify features which should be characteristic of an advertisement answering the current situation on the market and meeting the expectations of the customer.
Selected Publications:
A. Wawrzyniak: A Multi-agent Based Simulation Model of Consumer Behaviour – Food Choice and Cooking Attitudes during the Coronavirous (Covid-19) Outbreak, European Research Studies Journal [online] 2021, vol. 24 iss. 2B, pp. 1142-1152 (DOI: 10.35808/ersj/2333).
A. Wawrzyniak, B. Wąsikowska: Neuroscience Techniques in Studying Advertisements Effectiveness: An Experimental Investigation, in: Sustainable Economic Development and Advancing Education Excellence in the era of Global Pandemic, Proceedings of the 36th International Business Information Management Association (IBIMA), 4-5 November 2020, Granada, Spain, edit. Khalid S. Soliman, King of Prussia: International Business Information Management Association (IBIMA), 2020, pp. 5663 – 5675.
A. Wawrzyniak, B. Wąsikowska: The Study of Advertising Content with Application of EEG, in: Selected Issues of Experimental Economics, Scientific edit. K. Nermend, M. Łatuszyńska, Springer Proceedings in Business and Economics, Springer International Publishing AG, 2016, pp. 333-353, (http://link.springer.com/chapter/10.1007/978-3-319-28419-4_21).
G. Vecchiato, A.G. Maglione, P. Cherubino, B. Wąsikowska, A. Wawrzyniak, A. Łatuszyńska, M. Łatuszyńska, K. Nermend, I. Graziani, M.R. Leucci, A. Trettel, F. Babiloni: Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials, Computational and Mathematical Methods in Medicine, 2014, pp. 1-12.
A. Wawrzyniak: Multi-agent based simulation in supporting the working time management, in: Social Aspects of Business Informatics: Concepts and Applications, Scientific edit. A. Marciniak, M. Morzy, Scientific Council Polish Information Society, Poznań 2014, pp. 33-44.
F. Furaiji, M. Łatuszyńska, A. Wawrzyniak, B. Wąsikowska: Study on the influcence of advertising attractiveness on the purchase decisions of women and men, Journal of International Studies, Vol. 6, No 2, 2013, pp. 20-32.
M. Łatuszyńska, A. Wawrzyniak, F. Furaiji: The factors affecting of consumer behavior in the Iraqi market of home electrical appliances, Iraq Journal of Market Research and Consumer Protection 2013, vol. 5 issue 1, pp. 58-77.
A. Wawrzyniak, F. Furaiji: The concept of simulation model to study consumer behavior, Zeszyty Naukowe Uniwersytetu Szczecińskiego Nr 789, Studia Informatica Nr 32, Szczecin 2013, pp. 121-136.
P. Policastro, A. Wawrzyniak, B. Wąsikowska: Artificial intelligence application to legal studies and training of legal professions: some reflections for a syllabus, in: Towards innovation in legal education, Ed. P. Policastro, Hague: Eleven International Publishing (publication info), 2013, pp. 109-118.
M. Łatuszyńska, A. Wawrzyniak, F. Furaiji: Multi-agent based simulation in investigating consumer behavior, Iraq Journal of Market Research and Consumer Protection 2012, vol. 4 issue 2, pp. 141-158.
M. Łatuszyńska, A. Wawrzyniak, F. Furaiji: An Empirical Study of the Factors Influencing Consumer Behaviour in the Electric Appliances Market, Contemporary Economics, Vol. 6 Issue 3/2012, pp. 76-86.
A. Wawrzyniak: Identification of IT Outsourcing in Local Government Units, Polish Journal of Environmental Studies, Vol. 17, No. 3B, Olsztyn 2008, pp. 513-517.