Materialistic values, consumer ethnocentrism, and compulsive buying represent three significant concepts in the field of consumer behavior. Theoretical models suggest that materialism may contribute to impulsive and compulsive purchasing behavior, while consumer ethnocentrism influences preferences for domestic products and attitudes toward foreign goods. The interconnection between these three constructs has been only marginally explored, especially in smaller Central European markets such as Slovakia, where cultural and socio-economic factors may shape consumer value orientations differently. The aim of this study was to analyze the relationships between materialistic values, consumer ethnocentrism, and compulsive buying among a sample of Slovak respondents. The research was based on data collected by the agency FOCUS through an online panel using quota sampling to ensure representativeness by demographic characteristics. The study also investigates whether ethnocentrism acts as a mediator between materialism and compulsive buying. Data was collected through an online questionnaire containing validated scales: the Material Values Scale, the Consumer Ethnocentrism Scale, and the Compulsive Buying Scale. To analyze the relationships between the variables, correlation analyses, linear regression, and mediation analysis using bootstrapping were employed. The results show that higher levels of materialism are statistically significantly associated with higher levels of compulsive buying. Ethnocentrism positively correlates with materialism but does not exhibit a direct relationship with compulsive buying. The mediating role of ethnocentrism between materialism and compulsive buying was not confirmed. The findings support theoretical assumptions about the influence of value orientations on problematic purchasing behavior. The study’s originality lies in integrating value-based and socio-cultural factors into a unified analytical model verified in the Slovak post-socialist context. From a theoretical perspective, the findings contribute to understanding how value orientations shape consumer behavior, while from a practical viewpoint, they provide implications for marketing strategies aimed at promoting responsible consumption and identifying risk groups prone to compulsive buying.

The paper highlights the scientific debate on the Neurolinguistic programming (NLP) issue. NLP is a collection of approaches, communication tools, techniques, and perspectives that determine how individuals think and communicate through language. NLP is used to recognize and modify patterns of human behavior. The sensory representational system, or the method for recognizing representational systems, which is made up of five main senses, influences this process. Systematization literary sources and approaches to this issue indicate that three sensory representational systems exist in the NLP approach: visual, auditory, and kinesthetic (VAK), and that the individual’s preferred representational sensory system could explain manifested behavior and characteristics in the managerial and marketing sphere. The central purpose of the research and the significance of choice made about this area of interest is to determine each individual’s preferred representational sensory system (VAK) utilizing the original PRSS-VAK methodology. The methodological research tool was the PRSS-VAK methodology which contains nine statements, which are assessed on a scale from 1 (the least describes me) to 4 (the most describes me). The PRSS-VAK methodology would help to comprehend patterns of an individual’s behavior and allied cognitive or emotional processes. EFA (Exploratory Factor Analysis) with Varimax rotation was used to verify the methodology on a sample of 214 respondents from the Slovak Republic, and CFA (Confirmatory Factor Analysis) was used to validate the structure on a sample of 268 respondents from the Slovak Republic. This research empirically and theoretically confirms that one of the preferred representational sensory systems may be dominant. However, this may change regarding the current situation (stimulus, impulse). The research results could be beneficial as a springboard not only for researchers concerning this issue. It also indicates that quantitative research does not determine exactly to which category (visual, auditory, or kinesthetic) a certain individual belongs. Using the identification of a preferred representational sensory system could help to facilitate both management and marketing communications.

This paper explores consumer behavior during online flight searches using eye‐tracking technology, focusing on visual attention and decision‐making on e‐commerce platforms. The study involved 32 university students, aged 19–25, tasked with finding flights based on specific requirements. Data were collected using the Smart Eye AI eye tracker and analyzed through heatmaps, gaze mapping, and areas of interest (AOI), with supplementary questionnaires assessing digital literacy and prior experience. Results showed only 25% of participants successfully met the task criteria, highlighting challenges with website clarity and search complexity. Eye‐tracking metrics revealed user focus on search fields and flight details, while peripheral elements like advertisements received minimal attention. Findings stress the importance of clear information presentation and user‐friendly interfaces to reduce cognitive load and improve decision‐making. Recommendations include refining visual elements, optimizing ad placement, and simplifying search processes to enhance user experience in online ticket sales.

Manipulation occurs quite often in the work of a trader and is related to personal and socio-demographic characteristics. The term ma­nipulation is included under the term Machiavellianism, which describes the abuse of other persons to achieve the manipulator’s own goals. The aim of the paper is to examine the differences in the manifestations of manipula­tion in traders in terms of their gender and education. The research sample consisted of 123 traders, of which 54 (44%) were men and 69 (56%) women. In terms of education, 47 (38%) respondents achieved secondary and voca­tional education and 76 respondents (62%) completed higher education. Data were collected through a questionnaire survey using two methodol­ogies. For the purposes of detecting Machiavellian manifestations, it was the CASADI methodology (Calculativeness, Self-Assertion, Diplomacy) and for the determination of Machiavellian personality the MPS methodology (Machiavellian Personality Scale). The results of both used methods con­firmed the expected differences. According to the CASADI methodology, from the point of view of gender, a statistically significant difference was found in the assessment of one of the attributes of Machiavellian mani­festations, namely the attribute Diplomacy, where women scored higher. In terms of education, a statistically significant difference was found in the Self-Assertion attribute, where traders with a university degree scored high­er. According to the MPS methodology, significant differences were recorded in the assessment of the attributes Amorality and Desire for status. In com­parison, men scored higher on these two indicators. The results of the anal­ysis in terms of education showed higher scores in all attributes for traders with a higher education. The obtained results are similar to the results of previous research and confirm the importance of socio-demographic char­acteristics in the manifestations of manipulative behavior.

Background: Music stimuli are widely used in retail, hospitality and service industries to shape customer experience. They create atmosphere, evoke emotions and support loyalty. Variations in genre, tempo, volume and tone influence movement patterns, time perception, comfort and willingness to stay, while also guiding product choices and encouraging unplanned purchases. Aims: This paper synthesises theoretical and empirical studies on the role of music stimuli in economic environments, with a specific focus on conscious consumer genre preferences. Methods: A structured literature review was conducted, drawing on research from marketing, psychology, and sensory science to identify and compare key concepts, frameworks, and findings. In addition, a bibliometric analysis of international publications was performed using Web of Science data, with keyword co-occurrence visualised through VOSviewer. Results: Genre choice interacts with demographic characteristics, cultural context, and service type. Conscious preferences can mediate the impact of music, influencing both satisfaction and purchasing outcomes. Conclusions: Music stimuli function as strategic tools in consumer contexts, with genre alignment crucial for perceived congruence and engagement. Implications: Effective practice should address not only the presence of background music but also the alignment between genre and audience preferences to maximize economic impact.