This research aims to assess the level of manipulation of leaders and Machiavellian manifestations in the work process within selected socio-demographic characteristics of employees. Based on the described theoretical basis, three hypotheses were established. The hypotheses concern is examining the differences between manipulation and Machiavellian manifestations regarding employees' residence (urban or rural), the sphere of the organization (private or public) in which they work, and the age of employees. The data were obtained through a questionnaire survey in which 123 respondents participated. The study involved methodological tools such as CASADI (Calculativness, Self-Assertion, Diplomacy) and MPS (Machiavellian Personality Scale). The new CASADI methodology identifies Machiavellian manifestations in business and managerial behavior. It contains statements that relate to the respondent's opinion on manipulation between people. The MPS methodology was created for leaders in determining the level of their manipulation through four factors determining Machiavellianism. The survey results were evaluated through a t-test and Pearson's correlation coefficient. The findings confirmed the differences in Self-Assertion, Desire for Control, and Distrust regarding respondents' residence. The study of age differences recorded the statistical significance for the attribute of Diplomacy within Machiavellian manifestations and the attribute of Desire for social status within the manipulation of leaders. Within the differences between the private and public spheres, statistical significance was recorded for the attributes of Machiavellian manifestations of Computation and Self-Enforcement, and for the attributes of the manipulation of leaders Amorality, Desire for Control and Distrust of others. The research results indicated that employees living in the city might have a higher degree of Machiavellianism. It is reflected in their motivation for for-profit and the need to control others and not trust them. Research suggested that the rate of Machiavellianism decreases with age. In the case of the organization activity where the employee works, it was found that Machiavellian tendencies were more pronounced in employees of the private sphere.

Neuromarketing research is being used by more and more companies to gain a better understanding of what is happening in a body of consumers when they are subject to marketing incentives and when purchasing decisions are being made. The presented research aims to examine the consumers' awareness of neuromarketing and their willingness to participate in neuromarketing research. Based on the goal, two hypotheses were established. The research sample consisted of 222 respondents aged from 20 to 52 years. In terms of consumer willingness to undergo Neuro-Biofeedback, we can observe that the Slovak population is more inclined to undergo the research than not to undergo.

The paper highlights the scientific debate on the Neurolinguistic programming (NLP) issue. NLP is a collection of approaches, communication tools, techniques, and perspectives that determine how individuals think and communicate through language. NLP is used to recognize and modify patterns of human behavior. The sensory representational system, or the method for recognizing representational systems, which is made up of five main senses, influences this process. Systematization literary sources and approaches to this issue indicate that three sensory representational systems exist in the NLP approach: visual, auditory, and kinesthetic (VAK), and that the individual’s preferred representational sensory system could explain manifested behavior and characteristics in the managerial and marketing sphere. The central purpose of the research and the significance of choice made about this area of interest is to determine each individual’s preferred representational sensory system (VAK) utilizing the original PRSS-VAK methodology. The methodological research tool was the PRSS-VAK methodology which contains nine statements, which are assessed on a scale from 1 (the least describes me) to 4 (the most describes me). The PRSS-VAK methodology would help to comprehend patterns of an individual’s behavior and allied cognitive or emotional processes. EFA (Exploratory Factor Analysis) with Varimax rotation was used to verify the methodology on a sample of 214 respondents from the Slovak Republic, and CFA (Confirmatory Factor Analysis) was used to validate the structure on a sample of 268 respondents from the Slovak Republic. This research empirically and theoretically confirms that one of the preferred representational sensory systems may be dominant. However, this may change regarding the current situation (stimulus, impulse). The research results could be beneficial as a springboard not only for researchers concerning this issue. It also indicates that quantitative research does not determine exactly to which category (visual, auditory, or kinesthetic) a certain individual belongs. Using the identification of a preferred representational sensory system could help to facilitate both management and marketing communications.

Personal selling has its own specifics and allows sellers to interact directly with the customer. The aim of the proposed paper is to find out statistically significant differences in the perception factor affecting personal selling from the customer’s perspective in the context of gender differences. A differential analysis was conducted on the sample of 243 respondents (112 male customers and 131 female customers); on the basis of the data obtained by means of an original methodology for detecting the factors influencing the customers’ perception of the sellers in personal selling. Gender differences in customer perceptions were confirmed in six items of observed factors: seller’s image, seller’s willingness and empathy, and his or her communication skills. The results of the analysis confirmed the existence of statistically significant differences between the male and the female in their perception of the sellers. Based on these results it may be concluded that, male and female differently view the seller’s image, his or her willingness and empathy towards customers, as well as its communication skills.

Abstract. The municipality as an entity of the local government and disposes defined rights and obligations