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 prijediplomskom i diplomskom studiju niz kolegija koji uključuju primjenu psihologije u području ekonomije, marketinga i organizacije. Pri ZSEM-u pokreće ZSEM Behavioral and Experimental (BEE) Lab, s ciljem suradnji sa javnim i privatnim organizacijama koje žele razvijati proizvode i usluge temeljem primjene bihevioralne znanosti. 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. Trenutno obnaša i dužnost više bihevioralne znanstvenice u švedskom startup-u Nudgd, usmjerenom na kreiranje rješenja koja potiču održivo ponašanje, a koja se trenutno nalazi među 50 najperspektivnijih EU startupa u čistoj mobilnosti. Iza sebe ima iskustvo rada sa tvrtkama iz UK-a, Švedske, Njemačke, Baltičkih zemalja, Švicarske, MENA regije te bogato iskustvo rada sa globalnim i humanitarnim nevladinim i/ili neprofitnim organizacijama (UNICEF, UNHCR, Save the Children Initiative, Nudge Lebanon, Busara). Usko surađuje sa UNICEF-om Hrvatska te sa European Research Council-om. Vodi seminare i radionice za izvršni i srednji menadžment na teme vodstva, motivacije, komunikacije, timova i donošenja odluka. U javnosti je prepoznata kao stručnjakinja u području potrošačke psihologije, poslovnog odlučivanja te praktične primjene bihevioralne znanosti.

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