dr.sc. Andrijana Mušura Gabor

Andrijana Mušura Gabor

Dr.sc. Andrijana Mušura Gabor među prvima u Hrvatskoj je 2013. godine doktorirala ekonomsku psihologiju pri Filozofskom fakultetu Sveučilišta u Zagrebu. Na Zagrebačkoj školi ekonomije i managementa (ZŠEM) predaje na preddiplomskom i diplomskom studiju niz kolegija koji uključuju primjenu psihologije u području ekonomije, marketinga i organizacije. Predaje na hrvatskom i engleskom jeziku. Dugi niz godina vodi institucionalna istraživanja na ZŠEM-u, što uključuje mjerenja zadovoljstva i prediktivnu analitiku. Usavršavala se kroz studijske boravke na partnerskim sveučilištima u SAD-u, Španjolskoj i Nizozemskoj. Autorica je brojnih radova iz područja ekonomske psihologije, uglavnom prezentiranih i objavljenih na međunarodnim konferencijama i u inozemnim recenziranim znanstvenim časopisima.

Aktivno surađuje sa poslovnom zajednicom u vidu provođenja primijenjenih istraživanja, konzultantskih usluga i pozivnih predavanja. 2009. osnovala je ZSEM Behavioral and Experimental (BEE) Lab, s ciljem suradnji sa javnim i privatnim organizacijama koje žele razvijati proizvode i usluge temeljem primjene bihevioralne znanosti. U suradnji sa malim i srednjim tvrtkama prijavljuje EU projekte te je do sada, kao vodeći istraživač, surađivala na nekoliko projekata financiranih EU inovacijskim vaučerom. Aktivno surađuje sa Europskim istraživačkim savjetom (ERC). Održala je brojne seminare i radionice za hrvatske tvrtke na teme donošenja odluka, timskog rada, emocionalne inteligencije i vodstva. U javnosti je prepoznata kao stručnjakinja u području potrošačke psihologije, poslovnog odlučivanja te praktične primjene bihevioralne znanosti. Redovno piše za poslovne portale i rado se odaziva na medijske pozive te sudjelovanja na poslovnim konferencijama. Od 2021. članica je globalnog udruženja primijenjenih bihevioralnih znanstvenika (GAABS).

Kolegiji

  • Ponašanje potrošača
  • Organizacijsko ponašanje
  • Socijalna psihologija
  • Bihevioralna ekonomija
  • Management
  • Performance measurement and reward systems (MBA)

Znanstveni članci

  • Mušura Gabor, A., Stojnić B. & Ban Ostić D. (2020). Effects of different nutrition labels on visual attention and accuracy of nutritional quality perception-results of an experimental eye-tracking study. Food Quality and Preference 84, 103948, https://doi.org/10.1016/j.foodqual.2020.103948
  • Podobnik, B., Mušura Gabor, A. & Škreblin Kirbiš, I. (2019).  Scale-free growth of human society based on cooperation and altruistic punishment. Physica A: Statistical Mechanics and its Applications, 513(C), 613-619. https://doi.org/10.1016/j.physa.2018.08.170
  • Haramija, P. & Mušura Gabor, A. (2018). Factors for making a voter’s decision – an example of the election for the Mayor of Zagreb 2017. New presence: Review for intellectual questions, 16(1), 133-153. https://doi.org/10.31192/np.16.1.9
  • Mušura Gabor, A. & Knezović, A. (2016). Decision making styles of investors in capital market. Proceedings of the Faculty of Economics and Business in Zagreb, 14(1), 1-12. https://hrcak.srce.hr/162005
  • Mušura Gabor, A. & Gamulin, L. (2016). Breaking the myth about rational investors: Investors’ susceptibility to heuristics and some individual differences. Review of Psychology, 23(1-2), 15-25. https://10.0.83.217/rp0023.0002
  • Mušura, A. & Petrovecki, K. (2015). Mental accounting and related categorizations in the context of self-regulation. Journal of Business Management, 9, 34-46. https://bit.ly/3heqt8s 

Prezentacije na konferencijama

  • Mušura Gabor, A. & Nakić, M. (2020). Simple, but Not Simpler: How Directiveness of Front-Of-Package Nutrition Labels Affect Perception of Nutrition Quality. Presented at 14. International Conference on Behavioural Economics and Public Policy, ICBEPP 2020.
  • Mušura, A., Pribicevic, V. & Bušljeta Banks, I. (2017). To save or not to save? Content analysis under the Mindset theory of action phases. Presented at 1st International Scientific Conference on Economics in a Changing World, Umag, Croatia.
  • Mušura, A. & Petrovecki, K. (2015). Mental Accounting and Related Categorizations in the Context of Self-regulation. Presented and Published at International Scientific Virtual Conference “Business Psychology – Gateway to Sustainable and Successful Business”, RISEBA, Latvia
  • Mušura, A. & Gamulin, L. (2014). Investors Susceptibility to Heuristics and Some Individual Differences. Presented and Published International conference of European economy, organized online by Polish Economic Society, Warszawa, Poland
  • Mušura, A. & Šimac, A. (2014). Investors Decision Making Style, Resistance to Framing and Some Individual Differences. Presented and Published at 2nd International OFEL Conference, Dubrovnik, Croatia

Poglavlja u knjigama

  • Mušura Gabor, A. & Mikloušić, I. (2020). Using technology to predict leisure activities and quality of life. In K. Wac & S. Wulfovich (Eds.), Quantifying Quality of Life: Incorporating Daily Life into Medicine. Springer Nature (Forthcoming).
  • Mušura, A. (2013). Rationality in Economic Theories. In D. Polšek & K. Bovan (Eds.), Introduction to Behavioral Economics: Heuristics and Biases (pp. 132-138). Zagreb: Institute for Social Research Ivo Pilar.
  • Mušura, A. (2012). Nyx – Brand That Became a Lifestyle. In M. Martinović (Ed.), Marketing in Croatia (pp. 5-9). Zagreb: Mate.
  • Mušura, A. (2007). Corporate Social Responsibility and Sustainable Development. In K. Krkač (Ed.). Introduction to Business Ethics and Corporate Social Responsibility (pp. 437-460). Zagreb: Mate.
  • Mušura, A. (2006). Corporate social responsibility. In Đ. Njavro & K. Krkač (Eds.) Business ethics and corporate social responsibility (pp. 191-197). Zagreb: Mate.

Javna predavanja

  • Food Choice and Consumer Behavior – Brain and Nutrition. Participating in round table at International nutrition congress organized by the Croatian Federation of Nutritionists in Zagreb, 2019. URL: https://www.nestle.hr/media/pressreleases/allpressreleases/nestl%C3%A9-podr%C5%BEava-mlade-hrvatske-znanstvenike-stipendija-od-10000-kuna-za-daljnju
  • Does public policy need behavioral economics? Presented at ZSEM Business Insights, organized by ZSEM, November 3rd, 2017. URL: https://bit.ly/2ZhmmT6; https://bit.ly/2GKJ0Nl
  • Behavior design for digital financial services. Presented at F21: Fintech & Insurtech conference, organized by BUG, 2019. URL: https://f2.bug.hr/2019/index.html
  • Effect of product labelling on perception of product quality: experimental results. Presented at “Scientific Tuesday”, organized by Economic Institute Zagreb, 2019.  https://bit.ly/3hdH7VZ
  • Effects of product labelling on perception of product quality. Presented at 12. Meet up “Functional food in Croatia”, organized by Croatian Chamber of Economy, 2019. URL: https://bit.ly/3henCfK
  • Behavioral principles of Homo digitalis. Presented at Digital Takeover, organized by 24sata, 2019. URL: https://bit.ly/3m4feDg
  • The truth about decision making: Why companies need behavioral science. Presented at Innovate HR- Adriatic Innovation Island conference, 2018. URL: https://bit.ly/35jec0h
  • People analytics – Importance of employee data. Presented at Disrupt HR – Time for change event, organized by Croatian Employers’ Association. URL: https://bit.ly/2Zi3HGD