The paper sheds light on the use of a self-learning GNG neural network for identification and exploration of the purchasing behaviour patterns. The test has been conducted on the data collected from consumers aged 60 years and over, with regard to three product purchases. The primary data used to explore the purchasing behaviour patterns was collected during a survey carried out among the elderly students at the Universities of Third Age in Slovenia, the Czech Republic and Poland, in the years 2017-2018. Finally, a total of six different types of purchasing patterns have been identified, namely the 'thoughtful decision', the 'sensitive to recommendation', the 'beneficiary, the 'short thoughtful decision', the 'habitual decision' and 'multiple' patterns. The most significant differences in the purchasing patterns of the three national samples have been identified with regard to the process of purchasing a smartphone, while the most repetitive patterns have been identified with regard to the purchasing of a new product. The results significantly support the GNG network's validity for identification of consumer behaviour patterns. The application of this method allowed quick and effective to identify and segment consumers groups as well as facilitated the mapping of the differences among these groups and to compare the consumption behaviour expressed by consumers on different markets. The identified consumer purchase patterns may play a basic role for marketers to understand consumer behaviour and then propose tailored strategies in international marketing.

Theoretical background: Sustainable development is a new widely desirable course in the economy of the 21 st century. Its goals can be met by consumers implementing a zero waste concept understood as a lifestyle that assumes the maximum reduction of household waste production. Purpose of the article: The paper sheds a light on consumer awareness of the zero waste concept among young people, who face a long consumption life, and identifies the gender role in the process of applying this concept in practice.

The backlash avoidance model (BAM) suggests women insufficiently self-promote because they fear backlash for behavior which is incongruent with traditional gender roles. Avoiding self-promoting behavior is also potentially related to associating success with negative consequences. In two studies we tested whether self-promotion and fear of success will be predictors of lower salaries and anticipation of lower chances of success in an exam. In study 1, prior to the exam they were about to take, we asked 234 students about their predictions concerning exam results and their future earnings. They also filled scales measuring their associations with success (fear of success) and tendency for self-promotion. The tested model proved that in comparison to men, women expect lower salaries in the future, anticipate lower test performance and associate success with more negative consequences. Both tendency for self-promotion and fear of success are related to anticipation of success in test performance and expectations concerning future earnings. In study 2 we repeated the procedure on a sample of younger female and male high school pupils (N = 100) to verify whether associating success with negative consequences and differences in self-promotion strategies are observable in a younger demographic. Our results show that girls and boys in high school do not differ with regard to fear of success, self-promotion or agency levels. Girls and boys anticipated to obtain similar results in math exam results, but girls expected to have higher results in language exams. Nevertheless, school pupils also differed regarding their future earnings but only in the short term. Fear of success and agency self-ratings were significant predictors of expectations concerning future earnings, but only among high school boys and with regard to earnings expected just after graduation.

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Wpływ społeczny a proces akceptacji i użytkowania dobra technologicznego przez konsumentów-seniorówKey words: social influence; the elderly consumers; process of acceptance and use of technology; UTAUT Słowa kluczowe: wpływ społeczny; konsument-senior; proces akceptacji i użytkowania technologii; UTAUT JEL codes: M31; D10; O33 IntroductionAging and technological development are global trends and, parallelly, both are becoming a challenge in the field of contemporary marketing. This is due to the fact that technological development has become permanent, and significantly influences today's buyers who as a global population are getting older. Nevertheless, the lacuna of specificity of the elderly consumers behaviour in their processes of acceptance and use of technology products (PAAUTP) exists in the literature. The research sheds light on the issue of technology acceptance by the elderly people in Poland where a gap of present knowledge exists in this field. One of the key moderators of consumer behaviour is social influence (SI). There are some evidences that SI is a critical factor in the PAAUTP. In the context of SI the question arises whether the elderly people perceive others in their circle to have an impact on their purchasing decisions in the aspect of technological products? The aim of this article is to iden- 30tify and evaluate the elderly people's perception of the social influence impact in the process of acceptance and use of the technological product. To verify the goals, the original research on the elderly in Pomeranian Voivodeship, conducted at the turn of 2014-2015 was used, and smartphone as an object of the study was chosen. The elderly and social influenceThe UN [2015] forecasts that globally the number of people at the age of 60+ is expected to more than double by 2050 and more than triple by 2100. Aging process will be particularly intense in well-developed countries [UN, 2015]. This problem is more vital in Poland. In 2035, the elderly will constitute 31.3% of the society while in 2050 more than 40% [CSOP, 2014]. That year the Polish population will be among the oldest societies of the world with an average age of citizens of 51.2 [UN, 2015]. According to the CSOP [2016], in 2011, in Poland there were 5.6 million households with people at the age of 60+, which accounted for 41.5% of all the households. In Poland, single-person households are more often run by the elderly individuals living alone in comparison with younger ones, and the share of these households reached 40% [CSOP, 2016]. According to SHARE [2014], only 4.9% of the Polish elderly are still running professional activities after retirement. Much more professionally active people at the age of 60+ appear in the age groups of 60-64 and 65-69, 31.7% and 14%, respectively. The share drops significantly for the mature and older elderly [Czapiński and Błędowski 2014].Howard and Sheth [1969] suggested that commercial and social stimuli inputs promote the action of individuals regarding consumer choices or purchase results. SI is...

BOOK REVIEWSMariusz E. Sokołowicz, Rozwój terytorialny w świetle dorobku ekonomii instytucjonalnej. Przestrzeń -bliskość - Abstract : This article raises an issue of consumers at the age of 50+. The role of this market segment is constantly growing in Poland, but despite of this, it is still hard to identify this wide consumer group. Therefore, the aim of the paper is to identify the portrayal of older people (50+) in Polish print advertising. Amongst over-fifty consumers, the press media are still the key communication channel for spreading marketing recommendations to this consumer group. Content analysis was employed to define the characteristics of these consumers. The research demonstrates that firstly, the older generation is depicted mostly marginally, secondly, women are over-represented, and thirdly, only a few product categories portray the older models at all. Two schemes ‚brand ambassador' or/and ‚representative of a consumer target group' were used to reflect the portrayals of this market group. In spite of the common opinion, that the market segment of people of 50+ is uniform, the findings suggest that older consumers are not homogeneous. A new age segmentation for the elderly has been proposed. The older market segment is sharply divided into two groups (‚mature' and ‚elderly'). The age of 60 is a strong demarcation line here. The portrayal of ‚mature' consumers at the age of 50-59 covers 50% of all the engaged older consumers in print adverts. Over 10 different portrayal models have been found in the market communications analyzed. The contemporary ‚mature' ones differ substantially from stereotypical models reserved for elderly consumers. Over 7 different models, mostly still ‚young bodies and souls', are adapted to express the portrayal of this target group. However, for both the elderly ‚young' and ‚mature' (60+) sub-group the models are much more predictable and traditional. The segment of 80+ does not exist at all in print adverts. Generally, the portrayal of 50+ is more complicated and diverse than it is commonly believed in practice.

Rozwój technologii informacyjnych zmienił sposoby podejmowania decyzji zakupowych przez konsumentów. W ostatnich latach obserwuje się znaczny wzrost wykonywania czynności okołozakupowych na urządzeniach mobilnych. W procesach zakupowych współcześni konsumenci wielokrotnie wspomagają się urządzeniami mobilnymi celem bieżącego dostępu do informacji zamieszczonych przez przedsiębiorstwa w internecie oraz zapoznania się z opiniami innych konsumentów. Zjawisko to jest szczególnie interesującym problemem badawczym wśród przedstawicieli młodego pokolenia (tzw. generacji Y). Celem niniejszego artykułu jest zidentyfikowanie wybranych sposobów wykorzystania smartfonu jako narzędzia wspierającego proces absorpcji informacji podczas dokonywania zakupów przez młodych konsumentów w stacjonarnych Pobrane z czasopisma Annales H-Oeconomia http://oeconomia.annales.umcs.pl Data: 01/09/2020 23:54:16 U M C S SYLWIA BADOWSKA, LIWIA DELIŃSKA 8 punktach sprzedaży. Opracowanie ma charakter empiryczny i zostało oparte na badaniu sondażowym przeprowadzonym wśród studentów Wydziału Zarządzania Uniwersytetu Gdańskiego reprezentujących pokolenie Y. W strukturze artykułu ujęto przedmiotowy przegląd współczesnej literatury, opis metodyki badania własnego oraz analizę wyników i konkluzje.

<p xss=removed><span xss=removed>W niniejszym artykule przedstawiono wyniki badań dotyczących zachowań konsumentów i wykorzystania produktów mobilnych. Problem naukowy dotyczy określenia w populacji młodych konsumentów skłonności do uzależnienia od produktu technologicznego? Celem badania jest identyfikacja wśród przedstawicieli pokolenia Y tendencji do wykazywania zachowań nawykowych i/lub kompulsywnych na przykładzie smartfona. Badanie zostało przeprowadzone w 2017 roku za pomocą metody PAPI wśród konsumentów w wieku 19–24 lata. Zaproponowano autorską skalę konsumenckiej skłonności do fonoholizmu (KSF). Wyniki sugerują, że smartfon został włączony do 360-dniowej codziennej aktywności młodych konsumentów. Niektórzy przedstawiciele pokolenia Y wykazują zachowania nawykowe względem smartfonów, zaś znaczna liczba badanych przejawia tendencję do zachowań niepożądanych, w tym kompulsywnych ze względu na skłonność do nadużywania produktu technologicznego. Wyniki przyczyniają się do </span><span xss=removed>pełniejszego zrozumienia użytkowania produktów technologicznych. </span><br></p>