Magdalena Kolańska-Stronka

• Ph.D. in psychology
• Research Assistant at University of Zielona Góra

The key aim of this thesis was the elaboration of a taxonomy associated with perceived bene"ts derived from usage of certain brands of products. e subjects of the research, carried out by means of a standardized interview, were 163 students, aged 19-27 years (52% female). A bene"ts questionnaire, specially designed for this study, was used in the r...

The aim of the exploratory study was to answer the question of which categories of needs dominate in television commercials of material products in Poland, which of the activated needs make up clusters in the light of marketing practice, which of the benefits offered the most frequently accompany the arousal of different categories of needs, and wh...

The article proposes a methodological framework of psycholexical studies, derived from personality theory, as a reliable base for the extraction of universal dimensions of self-image congruence. The aim of our study was to explore the psycholexical structure of a lexicon of comparisons made by Polish consumers of goods when comparing themselves to...

Self-congruence theory is one of the most widely cited theories explaining consumer behavior (Aguirre-Rodriguez et al. 2012; Sirgy 1982, 2018). The importance of congruence between a self-image and the brand user image stems from the meaningfulness of self-concept to well-being and an individual’s functioning (Carver and Scheier 1998; Higgins 1997)...

The key problem in studies of marketing objects (e.g., brands, political parties) is the lack of agreement on the universal dimensions through which such objects are perceived, as well as on methodologies allowing their identification. As a result, researchers often use structural models (and instruments) that lack ecological validity. We offer a s...

This article outlines the implementation of the INSPIRE project by the University of West Bohemia in Pilsen, with some activities conducted in Poland. The project leverages Fred Korthagen’s conception of teacher education to introduce innovative higher education methods. It targeted 20 pedagogy students and 6 active teachers from regional partner i...

Although research results so far indicate that personality traits are associated with phubbing, the results of different studies are not always consistent. Therefore, in the current study, we decided to broaden the knowledge and to explore which personality traits are related and explain phubbing in adolescents and whether Internet addiction is a s...

Introduction This study builds on previous research that emphasises the significance of assuming the father’s role in relation to life satisfaction. The aim of this study was to determine the importance of fatherhood in the life satisfaction of young men, both with and without alcohol dependence. Material and methods The study involved 60 fathers...

The presented article consists of two studies (correlation and experimental) on the importance of self-esteem for the perceived value added by a brand to a consumer's self-image. Both studies were conducted online, using the snowball method, controlling for participants' gender and product categories. The correlation study showed that consumers, wi...

t The conceptualization of self-congruity is more than five decades old. However, the research on its effect on consumer behaviour is still evolving, ensuing the literature developed being fragmented and dispersed. This concern state-of-art summarization of the literature to consolidate knowledge on self-congruity. The purpose of this review articl...

This study explored what perceived changes in consumers’ self-concept are influenced by the purchase of brands in different stages of life. The research focuses on both desirable and undesirable changes to consumers’ self-image brought about by the consumption of preferred and nonpreferred brands. The results of interviews conducted among 586 peopl...

The primary research objective was to test the masstige model, according to which it is a mechanism to explain the relationship between symbolic value associated with a brand and brand preference (purchase intention). Using an online individual interview method, respondents rated the masstige, preference and symbolic characteristics perceived in th...

In message-based health interventions, peripheral cues such as motion and color capture exogenous attention. These cues may elicit approach and avoidance motivation and the core ingredients of persuasion (argument framing, source of the message, and persuasion knowledge). In two studies, we presented participants with persuasive messages about a ha...

Purpose The aim of the study was to provide support for the hypothesis that there was a correlation between the subjective appraisal of one’s disease and the level of stress, as well as the hypothesis that coping styles may have a mediating role on the relationship between the perception of the disease and stress level in patients diagnosed with lu...

Introduction Contemporary adolescents, also known as Generation Z, are an important group of consumers due to the role they play in today’s economy. The present study investigates the relationship between materialism and brand engagement in self-concept (BESC) and whether conspicuous consumption is a mediator of this relationship in early, middle,...

The existing models and methods of self-brand user image congruence measurement have taken into account desirable characteristics but mostly ignored undesirable changes in the self-image. Addressing this gap, a three-component model of self-brand user image congruence was developed based on self-regulation theory and three cardinal self-evaluation...

Celem badań eksperymentalnych było sprawdzenie, czy przy użyciu reklam możliwy jest specyficzny (kontrolowany przez twórcę reklamy) wpływ na wizerunek użytkownika marki oraz na symboliczne dopełnianie/potwierdzanie obrazu siebie wśród konsumentów. Treść reklam prasowych stanowiąca przedmiot manipulacji eksperymentalnej odwoływała się do każdej z pi...

The aim of the article is to conduct a literature review in relation to the psychological aspects of diving. The acquired knowledge can currently be qualified as belonging to various branches of applied psychology, as well as underwater medicine, sports medicine, psychiatry and psychotherapy. The literature on this subject matter raises two main is...

The aim of the exploratory study was to answer the question of which categories of needs domi-nate in television commercials of material products in Poland, which of the activated needs make up clusters in the light of marketing practice, which of the benefits offered the most frequently accompany the arousal of different categories of needs, and w...

Celem niniejszego artykułu jest przedstawienie korzyści i potrzeb do których odwołują się reklamy prasowe: częstotliwość indukowania różnych potrzeb, ich współwystępowanie, stosowane najczęściej techniki aktywizowania potrzeb, ich powiązanie z właściwościami użytkowymi reklamowanych produktów oraz korzyściami funkcjonalnymi i pozafunkcjonalnymi. W...

Celem zrealizowanych badań1 była systematyzacja postrzeganych pozytywnych i negatywnych zmian obrazu siebie konsumentów z tytułu nabycia marek produktów oraz opracowanie wielowymiarowego narzędzia do ich pomiaru. Aby zrealizować stawiane cele, przeprowadzono badania jakościowe i ilościowe. W badaniach jakościowych na próbie 586 osób w wieku od 13 d...

Cel: Celami przeprowadzonych badań były (1) usystematyzowanie postrzeganych przez konsumentów pozytywnych i negatywnych zmian w obrazie siebie z tytułu korzystania z marek usług oraz (2) opracowanie wielowymiarowego narzędzia do pomiaru tych zmian. Metodologia: Aby osiągnąć powyższe cele, zrealizowano badania jakościowe oraz ilościowe. Badania jako...