Rational and emotional aspects of consumer behaviour

The aims of the paper are: 1) to evaluate the influence of rationalityand irrationality on the purchasing decision-making process in termsof selected target groups of customers and product categories in theconditions of a pandemic situation in the Czech Republic, and 2) todesign an updated version of the FCB model for Czech consumersand then to compare it with well-known established theoretical assumptions.To meet bothaims, both primary and secondary marketingresearch were conducted. Secondary scientific research is basedon knowledge of marketing communication and consumer behaviourwith an emphasis on models of the hierarchy of effects. The primaryfocus is on the FCB (Foote-Cone-Belding) model which integratesknowledge from different sequential models and offers output in theform of four situations based on two dimensions - involvement (smallversus large interest) and thinking versus feeling. Aquestionnairewas used as the means of conducting research. The online questionnairewas distributed to a total of 1100 respondents. The outputs ofthe primary survey reveal that the design of the FCB model based onresearch data differs from the defined theoretical framework. The scientificcontribution of this paper is the implementation, updating andadaptation of the FCB model to the conditions of the Czech marketingenvironment to ensure its possible practical applicability.