Dobržinskienė, Rasa

This study explores the role and impact of advertising communication on consumer behaviour and purchasing decisions in the context of modern, digitally driven society. Communication plays a central role in shaping consumer choices, especially as advertising becomes increasingly emotional, sensory, and interactive. With technological development, globalization, and rising consumption, advertising has evolved beyond informational content to deeply influence subconscious decision-making processes. The goal of this study is therefore to analyse the significance of advertising communication in shaping consumer behaviour and influencing their purchasing decisions. To achieve this goal, the following objectives were set:1) to discuss the theoretical aspects of consumer behaviour and its connection with the decision-making process to buy; 2) to evaluate the impact of advertising communication on consumer behaviour; 3) to review the significance of neuromarketing research in the context of advertising communication; 4) to analyse the practical connections of advertising communication elements with consumer behaviour. Marketing communication, particularly advertising, interacts with consumers on rational, emotional, and sensory levels, forming values, attitudes, and actions. The research emphasizes the complexity of consumer behaviour, influenced by psychological, social, cultural, and economic factors, and highlights how advertising appeals to consumer motivation and emotional triggers. The study identifies advertising communication as a major marketing tool that shapes consumer attitudes and behaviour. Emotional elements such as imagery, music, colours, and narratives are more memorable and effective than purely rational content. Neuromarketing, a growing interdisciplinary field combining neuroscience, psychology, and marketing, offers insights into subconscious consumer reactions. An empirical quantitative survey with 359 respondents showed that while many consumers claim advertising does not influence them, their behaviour suggests otherwise. A significant portion admitted to impulsive buying and being influenced by emotional advertising or influencer recommendations. Visual elements had the highest impact, while auditory cues were largely unnoticed, despite their potential subconscious effect. This dissonance reflects the hidden impact of advertising on consumer decision-making.

Remiantis mokslinės literatūros analize, nacionaliniais ir tarptautiniais teisės aktais, reglamentuojančiais teisinę prekybos žmonėmis atsakomybę, šiame straipsnyje nurodomi pagrindiniai prekybos žmonėmis nusikalstamos veikos ypatumai ir reikšmingiausi aspektai. Taip pat atskleidžiamas problemos mastas, paplitimas Lietuvoje ir pasaulyje, nurodoma, su kokiais sunkumais susiduria tyrėjai, dėl kokių priežasčių šias nusikalstamas veikas sunku atskleisti, kokie yra pirminiai ir antriniai prekybos žmonėmis nusikaltimų tyrimo veiksmai. Atlikus literatūros analizę galima apibendrinti, kad prekyba žmonėmis yra aktuali tema šiuolaikiniame pasaulyje, jos ištakos siekia pasaulį prieš Kristaus gimimą. Nusikalstama veika sėkmingai prisitaiko prie socialinių, ekonominių, technologinių visuomenės pokyčių, įgauna naujų formų. Dauguma ikiteisminių prekybos žmonėmis tyrimų pradedami gavus skundą, pareiškimą ar pranešimą apie padarytą nusikalstamą veiką, o pirminę informaciją apie prekybos žmonėmis nusikaltimą dažniausiai pateikia patys nukentėjusieji, tai yra specifinis prekybos žmonėmis tyrimo požymis. Tai vienas plačiausiai paplitusių tarptautinių nusikaltimų, kuriuos dažniausiai padaro organizuotos nusikalstamos grupės. Atlikus išsamią baudžiamųjų bylų analizę nustatyta, jog šio nusikaltimo aukomis dažniausiai tampa pažeidžiami asmenys. Tyrimo problemos: sunku bendrauti su aukomis, sudėtingos ir specifinės apklausos, tiriančių nusikaltimus pareigūnų bazinių žinių trūkumas, sudėtinga įrodyti, transnacionaliniai nusikaltimai.

The emergence of the Internet and the challenges it poses constantly raise questions worthy of deep discussion and reflection, and even the need for some regulation arises. Today's challenge and the subject of heated and controversial discussions is artificial intelligence. New technological challenges force society to take a fresh look at emerging innovations and find the most appropriate ways to apply and evaluate them. As in most cases, each phenomenon, depending on who it will be used for and for what purposes it is used, can have both advantages and disadvantages. The same applies to AI technology, which has invaded the education system quite quickly and strongly. Its emergence has become a challenge for both teachers and students to be able to use the benefits it provides and not violate academic integrity. Some see the advantages of its emergence, others see threats, and still others list disadvantages. It is also viewed ambiguously in the education system, including higher education. With the widespread availability and use of the AI tool ChatGPT, various dilemmas and uncertainties have arisen regarding both the applicability of this tool and the academic integrity of its use in higher education institutions. AI poses a threat to academic integrity due to its potential to facilitate plagiarism. But we should not forget the advantages provided by AI, which can diversify study methods, facilitate the teaching/learning process, etc. Thus, when evaluating AI tools and their impact on the study process, both positive and negative characteristics should be noted, depending on the purpose for which the tool is used. Therefore, it is first important to understand and clarify how students themselves assess the possibilities of using AI, responsibilities and its general need in the study process, for what purposes they use it. Taking this into account, the aim of this article is to analyse students' attitudes towards the possibilities of applying AI during the study process. The tasks set to achieve the aim are: 1) to review the concept of AI, its advantages and disadvantages; 2) to discuss the conflict between academic integrity and AI; 3) to assess the need for the use of AI in the study process.

The article analyses the peculiarities of communication with delinquent persons. Delinquent behaviour is a violation of social, moral and legal norms, which is most often characteristic of minors. Previous works of researchers have addressed the problem of juvenile delinquency, its causes, possibilities of prevention, and have examined interrogations conducted by pre-trial investigators with juveniles. The current relevance of the article is determined by the changes in the provisions of the Criminal Procedure Code on the procedure for conducting interogations with minors, as well as the growing and developing system of protection of children's rights in Lithuania. Therefore, the object of this study is the tactical methods used in the questioning process when communicating with a delinquent person and the aim is to distinguish the appropriate tactical methods of questioning when questioning a minor with delinquent behaviour in administrative and criminal proceedings. The survey found that most police officers agree that interrogations with juvenile delinquents are more difficult than with adults. Furthermore, in the light of the results of the study, it is recommended to define the exact functions and powers of the representative of the State Office for Protection of Child Rights and Adoption (hereinafter referred to SOPCRA) during the interrogation of a minor, and to establish at the level of the law the cases in which the person conducting the interrogation should invite the representative of the SOPCRA to interrogation a suspect who is underage. In addition, the law should provide for the place where the interrogation of a minor suspect is to take place in order to safeguard the rights and legitimate interests of the child.

The topic of public security communication opportunities and challenges in social media is relevant, because social media help to spread information faster and communicate with that part of society that uses and follows information in social media. As a result, these media become a strategic communication tool for public security institutions, disseminating relevant information and strengthening the responsibility and transparency of institutions in communication with the public. This communication depends not only on technological capabilities, but also on the ability to combine legal, ethical and professional principles, because only in this way can it be ensured that public security communication in social media would be a sustainable tool for institutions to strengthen public trust in them. Therefore, the object of the study is public security communication in social media, and the goal is to analyze the opportunities and challenges of public security communication in social media. After reviewing the scientific literature and conducting research, it can be noted that the communication of public security institutions is very important, because in this way the sense of public security and trust is ensured, and social media constitute an important medium for the rapid dissemination of information. Although the public sees and evaluates this communication positively, institutions face significant challenges when communicating via social media – disinformation, lack of resources and time, limitations of algorithms. In order to ensure public security more effectively, consistent communication, communication formats that meet the needs of the public, and targeted work to combat misleading information are necessary. The quantitative data on public security communication in social media suggests that both the public and public security institution representatives recognize the significance and potential of these platforms, yet their assessments diverge in several respects. The public generally evaluates institutional communication positively—most respondents find it useful and trustworthy—while also emphasizing that institutions should post more content. In contrast, representatives of public security institutions highlight different core difficulties, including limited resources and time, the need to address misinformation, and reduced reach caused by platform algorithms. The comparison also indicates that the communication formats currently used by institutions across various social media channels do not fully align with societal expectations, which implies that the opportunities offered by social media are not being utilized to their full extent in this field. To improve the situation, communication should be better tailored to public needs and the practical possibilities available.

Remiantis mokslinės literatūros šaltinių, teisės aktų ir dokumentų, statistinių rodiklių analizės metodais, nacionaliniais ir tarptautiniais teisės aktais, reglamentuojančiais smurto artimoje aplinkoje sampratą, ikiteisminio tyrimo procesą ir institutą Lietuvoje, šiame straipsnyje nurodomi pagrindiniai praktiniai smurto artimoje aplinkoje ikiteisminio tyrimo iššūkiai, problematika ir teisinio reglamentavimo trūkumai. Atskleidžiamas ir akcentuojamas smurto artimoje aplinkoje problemos mastas ir tendencijos Lietuvoje. Taip pat išgrynintos smurto artimoje aplinkoje formos. Nors smurtas artimoje aplinkoje apima ne tik fizinį, bet ir psichologinį, seksualinį bei ekonominį smurtą, pastarųjų formų atpažinimo ir įrodinėjimo procesas yra sudėtingas, jam nepakanka dėmesio, šios smurto formos nėra aiškiai kriminalizuotos ir teisiškai reglamentuotos. Nepaisant įstatymų, numatančių prevencines ir baudžiamojo poveikio priemones, ikiteisminio tyrimo procesai neretai būna neefektyvūs dėl neapibrėžtos teisinės bazės. Tekste pabrėžiama, kad smurtas artimoje aplinkoje išlieka dažna, opia socialine problema, kuriai nuolat reikia dėmesio ir nuoseklaus teisinio reglamentavimo, kad būtų užtikrinta veiksminga apsauga ir mažinamas šio reiškinio plitimas ateityje. Tyrimo problemos: ikiteisminis tyrimas nepradedamas arba pradedamas pavėluotai, tai gali lemti nusikalstamų veikų dažnumą ir neatskleidimą, veikos kvalifikavimo problemos, neefektyvios sankcijos smurtautojams, neefektyvus prevencinių priemonių taikymas praktiškai.

Neurorinkodaros vaidmuo reklamose yra vertinamas nevienareikšmiškai dėl šio mokslo glaudžios sąsajos su manipuliacija, kuri kartais gali peržengti etiškos rinkodaros ribas. Kartais neurorinkodara vadinama invazine priemone, siekiančia perprasti žmogaus protą, kartais – rinkodaros triuku, kuriuo siekiama tarsi sunaikinti asmeninę žmogaus pasirinkimo nuomonę. Vis dėlto nepaneigiama šio mokslo svarba tiek analizuojant vartotojų elgseną, tiek kuriant reklamos turinį pagal vartotojų polinkį rinktis ir priimti sprendimus. O tai reikalauja gilintis ne tik į sąmoningai atliekamus veiksmus, bet ir į nesąmoningus vartotojų sprendimus, kurie, beje, yra dažnesni nei sąmoningas pasirinkimas. Todėl tiek reklamos užsakovai, tiek kūrėjai turėtų ypač gerai apgalvoti kuriamos reklamos strategijas, kad pasiektų savo tikslinę auditoriją. Visada svarbu prisiminti, kad reklamuojamas produktas ar paslauga vartotojams turi kelti tam tikras emocijas (dažniausiai – pozityvias), teikti problemų sprendimų būdus. Visa tai sukuria lingvistiniai, vizualiniai, akustiniai elementai, taikomi reklamose, atsižvelgiant į pasirinktą reklamos formą, tikslinę auditoriją, reklamuojamo produkto ar paslaugos paskirtį bei išskirtinumą. Vertinant lietuviškus prekės ženklus, taip pat galima pastebėti lingvistinių ir vizualinių neurorinkodaros elementų, kurie tiek reprezentuoja patį prekės ženklą, tiek kelia asociacijas, stimuliuoja emocijas atitinkamai formuodami vartotojų elgseną. Atsižvelgiant į tai, kad daugelis lietuviškų prekės ženklų ir jų produktų reprezentuojama e. svetainėse, tyrimui pasirinkta apžvelgti būtent jose esamą turinį, reklamą. Pastebėtina, kad žinomesni ir anksčiau įkurti lietuviški prekės ženklai išlaiko pasirinktos strategijos vientisumą, tačiau neatsiriboja nuo pokyčių, naujovių, technologijų pažangos. Tradicijas sieja su naujovėmis, spalvinę gamą renkasi atsižvelgdami į reklamuojamą produktą, yra apgalvoję produktų tekstinius aprašymus. Vėliau atsiradusiems lietuviškiems prekių ženklams būdingas modernesnis požiūris tiek kuriant prekės ženklo pavadinimą, tiek renkantis vizualinius elementus. Išnyksta tęstinumo ir tradicijos motyvas, bet apeliuojama į reklamuojamų produktų ekologiškumą, sveikumą, rankų darbo gamybos būdą. „Mažiau“ teikiama dėmesio tekstui, daugiau pozicionuojami produktai.

The relationship between law and morality is important in the professional life of an official. An official must be aware of the importance of morality and find a balance between his or her own inner moral convictions and the law. He must be concerned with moral norms derived from custom, but they must not overshadow the importance of the law in his professional activities. The aim of this research is to show the importance of the relationship between law and morality in the professional activities of officials. The review of literature sources and legal acts shows that in the Lithuanian legal system a law is an act issued in accordance with the Constitution and the Seimas, expressing the will of the legislator. The concept of law is very old, but the concept of law has not changed very much; since ancient times, law has meant a certain norm that must be followed. Understanding the concept of morality is important in order to determine the relationship between law and morality in the professional activities of an official. The concept is also an old one, but it is still relevant in our society today. Morality is the generally accepted rules of life, which are often not codified in law, but which are a very important part of social relations and an important part of the work of employees of statutory bodies. An empirical study conducted to determine the attitude of officers towards the relationship between law and morality found that officers are guided by both the law and morality during their service. Many officers are willing to disregard moral values in certain situations, especially during their service. However, another part of them state that they would put moral norms above the law when the law is unjust, disproportionate, inhuman or when it concerns their family and close people. The results of the survey show that officials agree that laws are designed to ensure that moral values are upheld in society.

National identity is usually based on certain features, which enable an individual to perceive his/her national identity. In addition to culture, customs, traditions, a defined territory, a shared history, etc., language is a strong basis for an individual’s identification with a certain ethnic group. Language is considered to be the most universal means of communication as it helps us to convey the content of information when communicating. However, accelerating globalization affects even the use of a national language and, thus, the younger generation is often more focused on the dissemination of information in English. As a result, it seems that the native language is pushed aside, and little significance is given to its correctness. National identity and the use of national language are extremely important for representatives of certain professions, for example, statutory officers, soldiers, and specialists of law because clarity and logic are some of the most important elements in legal documents to comprehensively render the content. Therefore, the article aims to reveal the attitudes of the students of the Public Security Academy of Mykolas Romeris University towards the significance and place of national language and national identity in modern society as well as the importance of language skills for professional career. The survey results revealed that many young people associate national identity with their native language and culture, and find common links between them.