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Alhidari, Abdullah. "Co-Creating Value in Video Games: The Impact of Gender Identity and Motivations on Video Game Engagement and Purchase Intentions." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc799485/.
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When games were first developed for in-home use, they were primarily targeted almost exclusively at children and males. However, today’s marketplace manifests a more diverse population plays Internet-enabled games that can be played virtually anywhere. The average gamer is now 30 years old. Many gamers, obviously, are much older. Yet more strikingly, and more germane to this study’s purpose, 47% of the U.S. gamer population is female, as compared to 40% in 2010. Despite these trends the gaming industry remains a male-dominated culture. The marketer’s job is to facilitate game engagement and to motivate gamers to play. The notion of “engagement” is not new in business. The term was developed in the last decade. Many studies were devoted to understand, explain, and define the term. It suggests that within interactive, dynamic business environments, consumer engagement (CE) represents a strategic position that companies can use to enhance their sales growth, competitive advantage, and profitability. Moreover, there are three levels of engagement in any experiential consumption (i.e., playing video game): presence, flow, and psychological absorption. The findings of this study affirm that consumer engagement, including presence, flow and psychological absorption are explanatory factors that impact gamer’s purchase intentions. Our results show that consumers experience different mental engagement in an interactive environment (i.e., playing video games) compared to passive environments (i.e., visiting a website). These findings change our understanding of consumers’ engagement and flow state. We also found that male and female gamers experience different engagement level. However, we did not find a significant result that masculinity and femininity traits impact gamers’ engagement or intention. We argue that macroeconomic factors results in sales fluctuation may have resulted in reject in this hypothesis. Thus, marketers shed a light into the consumer’s interactive environment and flow states in that environments. Consumers not only determine the value in using a product as Vargo and Lusch suggested, but they also create that value. Also, consumer experience is an ongoing process that does not have a specific point to start, making the value creation a temporally accumulative process that includes past, present, and future experience. Therefore, the value created by consumers is not created while physically interacting with a device to play, but it may include imagined and indirect interaction with the product. Therefore, consumers (i.e., gamers) need to maintain a balance between presence and psychological absorption (i.e., flow) to get the best experience in play video gaming. Empirical evidence suggest that consumers’ flow state engagement is the most important variable in determining their ensuing purchase intention for video games, regardless of game genre.
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Dow, Steven P. "Understanding user engagement in immersive and interactive stories." Diss., Atlanta, Ga. : Georgia Institute of Technology, 2008. http://hdl.handle.net/1853/26468.
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Thesis (Ph.D)--Computing, Georgia Institute of Technology, 2009.Committee Chair: MacIntyre, Blair; Committee Member: Bolter, Jay; Committee Member: Guzdial, Mark; Committee Member: Mateas, Michael; Committee Member: Mynatt, Elizabeth. Part of the SMARTech Electronic Thesis and Dissertation Collection.
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Tomiuk, Daniel 1967. "The impact of site-communality on the attitudinal and behavioural components of site-loyalty : a cross-sectional study." Thesis, McGill University, 2005. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=85960.
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We examine whether the precepts of what have been termed 'close', 'intimate', or, more specifically, 'communal' relationships in Social Psychology may be communicated via Web site content and whether this positively impacts Site-Loyalty. We introduce a variable called Site-Communality defined as the extent to which Web site content signals that a company's relationship with its customers goes beyond the formal, 'tit for tat' business dealings that are typically expected from purely commercial exchanges, and instead, more closely abide by the norms and behaviours evocative of friendships and/or family relations. We develop multi-dimensional measures of Site-Communality and Site-Loyalty. Using Structural Equation Modelling (LISREL VIII), we then empirically investigate the influence of Site-Communality on the attitudes and behavioural intentions associated with Site-Loyalty using cross-sectional data collected from 305 subjects asked to explore and evaluate one among many real Web sites chosen so as to maximize variability on Site-Communality.Our results show that Site-Communality has a strong, direct, positive effect on the attitudes and behavioural intentions associated with Site-Loyalty. This directly contradicts conjectures from several authors dismissing as unimportant or irrelevant to Web site design, the affective/relational aspects more closely associated with traditional, interpersonal, face-to-face commercial encounters (e.g., Cox & Dale, 2001; Zeithaml, Parasuraman, & Malhotra, 2001, 2002). Generally, such factors were believed to loose their relevance in self-service, Web-based commercial environments, at best, becoming contingently important only when customer/employee communications actually occurs (i.e., emails/telephone conversations).
However, contrary to our expectations, our results show that the positive relationship between Site-Communality and Site-Loyalty is attenuated (rather than accentuated) by the visitor's 'Communal-Orientation in Traditional Commercial Environments' which is defined as the extent to which a consumer enjoys 'getting to know' employees (i.e., waitress, bank teller, hair stylist) and relating with them on a more personal-level than is typically required for the effective delivery of a service. One possible explanation for this unexpected result is that when highly communally-orientated consumers are exposed to a Web site high in Site-Communality, they may be reminded of what they are missing out on if they choose to conduct their business online rather than in more traditional business environments.
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Frasca, Gonzalo. "Videogames of the oppressed : videogames as a means for critical thinking and debate." Thesis, Georgia Institute of Technology, 2001. http://hdl.handle.net/1853/17657.
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Wehbe, Michelle S., and University of Lethbridge Faculty of Management. "Branded and non-branded tobacco counter-advertisements : an experimental study of reactance and other maladaptive and adaptive coping responses." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2012, 2012. http://hdl.handle.net/10133/3423.
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An experiment was done to investigate whether or not there is a need to treat smokers and
non-smokers as separate target audiences when creating tobacco counter-advertisements.
The Extended Parallel Process Model (Witte, 1992) and Reactance Theory (Brehm,
1966) were used to guide the development of predictions. The study revealed that social
marketers need to have different advertising tactics for smokers and non-smokers, since
smokers have reported more maladaptive coping responses and fewer adaptive coping
responses than non-smokers. Moreover, based on the fact that a smoker’s brand forms an
essential part of their self-identity (Goldberg et al., 1995) the experiment was also
designed to see if smokers would have differing levels of reactance and other
maladaptive coping responses if they saw a counter-advertisement attacking their brand,
one attacking a competing brand, and a non-branded one. The study did not reveal any
significant differences in reactions among the three conditions.x, 125 leaves : ill. ; 29 cm
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Radcliffe-Branch, Deborah S. "The contribution of interactive health communication (IHC) and constructed meaning to psychosocial adjustment among women newly diagnosed with breast cancer /." Thesis, McGill University, 2005. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=85956.
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This doctoral dissertation, as part of a large and ongoing CIHR-funded study, used a subset of the total sample to evaluate the contribution of interactive health communication (IHC) as a complement to more traditional means of informational support (Care-as-usual) to optimal adjustment of women newly diagnosed with breast cancer (N = 135). According to the study protocol, participants in the experimental group received an IHC educational intervention for an eight-week period. Measures of psychosocial adjustment and information-related variables were administered in interviews at Time 1 (pre-intervention) within 8 weeks of initial diagnosis, and again 8 weeks post-intervention (Time 2). Psychosocial adjustment variables included: depressive symptoms (CESD), anxiety (STAI-Y), well-being (IWB), and quality of life (SF-36)-mental and physical health components. Information-related variables included: the need for information related to cancer, cancer-specialist, and family or friend's informational support, and overall satisfaction with information. Optimism and Constructed meaning were evaluated at Time 1 and 2, respectively. A GLM MANCOVA model tested overall F-ratios and regression coefficients using difference scores. Predictors in the model were: group (experimental versus control), constructed meaning, and optimism. The overall model (df = 8, 121) was significant for Group, F = 3.66, p < .001, effect size eta2 = .20, Constructed Meaning, F = 3.04, p < .004, effect size eta2 = .17, and Optimism, F = 2.95, p < .005, effect size eta2 = .16. Participants in the dissertation experimental group had significant improvements in QOL-physical health and overall satisfaction with information when compared with the control group. Constructed meaning was significantly associated with beneficial changes in all of the adjustment-related variables. The results of this dissertation clarify the potentially significant roles IHC and constructed meaning pl
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Sutterfield, Curtis T. "The relationship between video game user and character." Virtual Press, 2006. http://liblink.bsu.edu/uhtbin/catkey/1337637.
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This thesis identifies and explores the types of communication modes that exist in video games. Different types of communication are identified and discussed based on Frye's audience centered theory of modes. The inferior communication mode, the mimetic communication mode, the leader-centered communication mode, the romantic communication mode, and the mythical communication mode are all explained. A convenience sample of six video game players were interviewed about video games. An analysis of their self-identification statements revealed that players seek a high level of romantic communication when playing video games. The romantic communication mode makes the video game world an idealized place where the players are able to manipulate their circumstances or show more intelligence than the user in reality. Uses of the communication modes are also explained.Department of Telecommunications
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Roesch, Stefan, and n/a. "There and back again - comparative case studies of film location tourists� on-site behaviour and experiences." University of Otago. Department of Tourism, 2008. http://adt.otago.ac.nz./public/adt-NZDU20080211.090920.
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Over the last decade, film location tourism has been established as a niche segment in the tourism industry. While this niche has attracted attention from both researchers and marketers alike, not much knowledge has been accumulated about the tourist encounter itself. It is the main purpose of this thesis to research on-site behavioural and experiential aspects of the film location encounter.
For the overall research design, an inductive, comparative case-study approach was implemented. Three cases were selected for this research: The Lord of the Rings locations in New Zealand, The Sound of Music locations in Austria and Star Wars locations in Tunisia. The applied methods are participant observation, image-based data and semi-structured interviews. The data collection was conducted while participating in organised film location tows in order to secure access to the informants.
The first fundamental outcome of this research is that there is no 'film location tourist' as such. People who travel to film locations come from different socio-economic backgrounds, comprise all age groups and possess varying degrees of fandom. The majority of film location tourists, however, have one thing in common, regardless of the underlying movie genre: the longing to connect with the imaginary world of the film by visiting the physical and thus 'real' location places. These places are consumed in two ways: as places of spectacle and as sacred places.
The nature of the location consumption is dependent on a number of factors, including the degree of fandom of the consumers, the attractiveness of the encountered locations, the consistency of the interpretive community, the amount and nature of external distortions and, if applicable, the structure of the location tour. Means of consumption of film locations as spectacle are formal posing, sight recordings and shot re-creations. When experiencing film locations as sacred places, shot re-creations, mental simulations and filmic re-enactments occur. The latter form of consumption can result in a symbiosis between the imaginary and the real place component: the gazing subject becomes the previously (photographed) object.
Regardless of the degree of experiential satisfaction, film location tourists want to bring some of the magic back home. This is achieved not only via mental pictures and physical photographs, but also through souvenirs. These can be off- or on-site. Regarding the latter, these souvenirs are almost holy relics, brought home from a successful pilgrimage and subsequently framed and displayed in an altar-like fashion. The benefits from this are not only self-pride and satisfaction, but also the distinction to other movie fans who have not been able to do the journey themselves. Thus, the person in possession of such a relic gains privileged status amongst peers which in turn raises the satisfaction with the location encounter.
The film location experience cycle comes to a full closure by re-watching the movie. This procedure involves a renewed connection to both the imaginary filmic places as well as the real locations visited. The filmic gaze is extended, as the movie scenes are now seen as part of a real place which extends beyond the filmic sight.
Keywords: Film location tourism - multiple, comparative on-site case study inquiry - film locations as spatial and temporal constructs - the film location tourist encounter - behavioural and experiential interactions with place.
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DeShields, Oscar Winston. "The relationship between spokesperson credibility and purchase intentions : a proposed theory and experimental evaluation." FIU Digital Commons, 1992. http://digitalcommons.fiu.edu/etd/2779.
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The purpose of this dissertation is to develop and evaluate an expanded spokesperson credibility model to address issues uncovered in Ohanian's (1991) study about linkages between spokespersons ' credibility and consumers ' purchase intentions. Based on Tajfel's social categorization theory (1981), 12 hypotheses were developed to test direct and indirect relationships between spokesperson's credibility and purchase intentions.
The sample for the study consisted of 1,162 respondents 82.9% students and 17.1% nonstudents; 48.2% males and 51.4% females; 31.3% Caucasian (American); 24.5% Cuban (American); 19.6% other Hispanics and 22.5% other ethnic groups. The data were collected .by having respondents either view a video tape or listen to an audio tape in a classroom or shopping mall setting. The respondents were told that they would hear a spokesperson presenting a message. After listening to the message they would then be asked to complete a questionnaire.
The spokesperson credibility model was tested using covariance structure analysis as implemented in the LISREL software. A series of ANOVAs were used to test the impact of the moderating variables on purchase intentions.
The findings indicate that Ohanian's (1991) credibility constructs i.e., attractiveness, trustworthiness, and expertise are significantly related to purchase intentions. In addition, the following interactions were found to be statistically significant:
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Yuen, Wai Yee. "Strategic use of collective memory in advertising : the case of Cathay Pacific Airways' 60th anniversary ads." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1189.
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Nelson, Kim Allen. "Consumer decision-making and image theory: Understanding the socially responsible consumer." Diss., The University of Arizona, 1994. http://hdl.handle.net/10150/186868.
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Many consumers are now considering the effects of general corporate behavior (e.g., political views, charitable contributions, environmental disasters) and of the product's manufacture, consumption or disposal (e.g., animal testing, ecological harm) on society's overall well-being. These situations involve the issue of individual social responsibility and are good examples of complex decisions that are not readily explained by traditional decision theories. Abstract attributes (e.g., product "greenness" or lack of harm to the environment) and the active role of the decision maker's values, principles, and ethics are problematic. The primary purpose of this research is to develop a conceptual framework for consumer decision making in the presence of a social responsibility issue. The secondary purpose of the study is to assess the value of image theory for explaining the decision process. Image theory (Beach and Mitchell 1987; Beach 1990), a relatively recent development in decision making, provides a compatible decision framework for these types of decisions due to its emphasis on an individual's values and on the screening of alternatives using value-laden attributes. Survey methodology and consumer preference tasks are utilized, and the hypothesized models are tested by structural equation modeling. The findings suggest that image theory provides a credible explanation of socially responsible consumer choice. In terms of this study's context, a consumer who has a strongly held social responsibility principle, values a clean environment, has a high level of environmental concern, and believes that his/her actions make a difference, is more likely to be committed to a pro-environmental plan of action and to use certain decision processes. These specific processes are screening alternatives to eliminate those that are not environmentally friendly and weighting the greenness attribute heavily in evaluating options. Using image theory's terminology and structure, social responsibility and environmental value form the value image. Environmental concern and perceived consumer effectiveness form the trajectory image. The strategic image is reflected in the plan (commitment to pro-environmental behaviors) and tactics (using the social responsibility attribute in the decision process). This research demonstrates that enduring values and principles guide consumer behavior involving social responsibility issues.
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Robinson, Neil. "Alcohol Restraint Television Advertisements Targeted At Adolescents : A Three-way Comparison Of Reinforcement Styles On Attitude To The Advertisement, Attitude To The Cause And Attitude To The Act." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2003. https://ro.ecu.edu.au/theses/1501.
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Adolescent binge-drinking is an area of great concern in Australia as it is with many other developed countries around the world. Every year in Australia, Commonwealth and State health authorities invest considerable resources into trying to address this issue and the results have been described as being at best, mixed. Health promotion initiatives such as school programmes, media promotion and health programmes coupled w1th restrictions on supply of alcohol are all used to try and curb the incidence of adolescent binge drinking. In recent years television advertising has specifically been used to try and curb the incidence of adolescent binge-drinking behaviour. The aim of this study was to look more closely at the likely effectiveness of those advertising executions that are now commonly used to influence adolescents' attitudes and behaviours toward alcohol. To this end, three advertising executions were presented to 720 Perth school students who were mostly aged between 14-15 years old. The three advertising executions differed in that one was of a positive appeal execution type, one was of a negative advertising execution type, and the other was of a 'combination' negative/positive advertising execution type. After a review of the literature the expectation was that the combination advertising execution would most likely be the most effective advertising executions. The findings of this study were however, different to expectation. It was found that the negative execution performed similarly or perhaps even marginally better than the combination execution. In contrast, the positive execution appeared to carry less impact with adolescent audiences suggesting that of the three execution styles it is probably the least effective method for communicating to adolescents about alcohol restraint. In addition to these investigations into advertising executions other background research was also conducted. This research explored adolescent attitudes toward the whole idea of anti-binge drinking advertising. This area of investigation was thought to be important because marketing theory suggests that advertising requires positive attitudes from it's audiences to work at an optimum level. For example, it has been suggested that a positive attitude toward an advertisement not only makes the audience more receptive but it also makes consumers more approving of the product (or in this case the cause), and mane likely to act on the information. Adolescents were generally found to be concerned about alcohol abuse and seemed to be generally supportive of health promotion initiatives. These finding have therefore been discussed in this dissertation keeping in mind those findings regarding the three advertising executions. It is believed that studies such as this are of importance to our communities. It is for example, anticipated that the results from such studies have the potential to assist health promotion planners to plan their health promotion strategies mane effectively in future. It should be added too, the implications of studies such as these are that health promotion planners will not only be assisted in the future in the area of adolescent binge-drinking but also in other areas of health such as in the areas of illicit drug use, smoking or diet and exercise strategies.
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Randolph, Gary. "A study to determine the effect of the use of hypermedia and graphics upon recall and retention of news stories in on-line newspapers." Virtual Press, 1996. http://liblink.bsu.edu/uhtbin/catkey/1033645.
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More and more news organizations are publishing on-line news via the World Wide Web. The objective of this study was to examine the effect of hypermedia and graphics in online news upon immediate recall and longer-term retention.Ninety-eight subjects read one of four versions of a news story presented through a World Wide Web browser. The four versions tested the story with and without the use of graphics and with and without the use of hypermedia in a 2x2 design. Subjects were tested with a 15-question fill-inthe-blank quiz immediately and after one week.Analysis of variance found no significant effectsthe use of graphics or hypermedia or the interaction of the two upon immediate recall. However, a significant effect for the use of graphics was found for retention after one week.Department of Journalism
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Grindle, Mark. "The power of digital storytelling to influence human behaviour." Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/21800.
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The aim of this multi-disciplinary research was to explore the power of digital, interactive or participatory storytelling to influence human behaviour in the context of public health. It addressed three related questions: RQ1: Does digital storytelling have the power to influence human behaviour? RQ2: If digital storytelling can influence human behaviour then how might it do so? RQ3: Is a ‘digital storytelling framework’ feasible as an approach to behaviour change? Four linked qualitative studies were conducted: a scoping review, in-depth interviews with 11 international ‘digital storytellers’, two case studies of ‘digital storytelling designed to influence human behaviour’ and six focus groups with 35 adolescent ‘digital story participants’. The research found that: RA1: Digital storytelling appears to influence human behaviour. RA2: Digital storytelling appears to influence by engaging at ever deepening emotional and non-conscious levels. Commerce appears to understand and embrace this power: But public health appears to rely on traditional uni-directional, non-participatory message led approaches and appeals to cognition. This presents threats and opportunities to public health. RA3: The proposed ‘digital storytelling framework’ is feasible and desirable as a behaviour change paradigm. The thesis concludes that Digital Storytelling appears to influence human behaviour. It appears to derive its power to influence by facilitating unprecedented depths of emotional engagement potentially en route to behaviour change. The current imbalance in how commerce and public health corral the power of digital storytelling suggests that the latter might embrace its potential; and tougher regulation might constrain how the former uses it to market harmful products. The proposed digital storytelling framework makes a valuable creative, analytical and critical contribution to both of these ends. Its core principles have informed the design of numerous story-led digital health interventions; and they now sit at the core of a counter-marketing campaign to reduce harmful effects of marketing on children’s health.
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Tam, Hoi Ian. "A study of Mainland Chinese gaming behavior." Thesis, University of Macau, 2009. http://umaclib3.umac.mo/record=b1950693.
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Unyawong, Pornkamon. "A comparative study of attractiveness types in advertisements of women's magazines between United States and Thailand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2979.
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The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there were both similarities and differences in the specifics, but what remained constant is the use of beautiful women to sell clothing and beauty products. The findings suggest that Thai and U.S. advertisers should apply the similiarities found in the study in their cross-cultural advertising campaigns. In addition, advertisers should be aware of differences and create advertisements that reflect attractiveness values of each culture.
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Londono, Juan Carlos. "Explaining and predicting the single channel versus multi-channel consumer : the case of an embarrassing product." Thesis, University of Stirling, 2013. http://hdl.handle.net/1893/19564.
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The fundamental purpose of this thesis was to determine how effective is the theory of planned behaviour (TPB) to predict and explain shopping for embarrassing products in single and multi-channel. This is important because multi-channel consumers buy more, the question is why (Neslin, Grewal et al. 2006). The question was answered by comparing consumer behaviour in three different channels: drugstore, internet and multi-channel. The Theory of Planned Behaviour (TPB) has been successful to predict intentions for a wide variety of products and behaviours. However, little is known about how effective it is when the behaviour under study is influenced by the emotion of embarrassment. Similarly, the TPB is parsimonious and has a good predictive power; nevertheless, this thesis identified that the TPB could be more effective if it considered: (1) the role of positive and negative emotions (2) other determinants of choice like personality and demographics (3) variables that are useful to make marketing decisions like the synergistic effect of brands, retailers and channels (4) variables that explain consumer response like approach and avoidance. To provide a comprehensive theoretical framework that is able to understand single and multi-channel, this thesis integrated the TPB within the Stimulus-Organism-Response (S-O-R) framework. To evaluate the proposed model, the study used a context and target product that resonated with the theory: the purchase of Regaine (a hair loss product that is embarrassing to buy) in Boots (a well-known UK. multi-channel drugstore). The embarrassing nature of Regaine created differences in the importance that variables play in each channel. The results were analysed using partial least squares structural equation modelling (PLS-SEM) and the three shopping environments were compared using multi-group analysis (MGA). The effectiveness of the TPB was improved. The variance explained (R² to intention) was 73 percent for the drugstore, 67 percent for the internet and 54 percent for multi-channel. However, subjective norm (SN) was the only factor that achieved significance for the three shopping environments. Personality and demographic factors had a low but significant moderating effect on intention. This thesis built on a series of contributions in different areas, such as the TPB, attitudes, subjective norm, perceived behavioural control, embarrassing products, multi-channel, marketing, emotions, personality and demographics. Future research should expand this thesis to other embarrassing products, industries and social media settings.
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Avanzi, Dante Pellegrino. "Como influenciar a decisão de compra do shopper em supermercados: os efeitos dos vieses cognitivos 'aversão à perda', 'contas mentais' e 'priming effect', aplicados em materiais de comunicação." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17716.
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Empresas de bens de consumo se deparam hoje com o desafio de conhecer e influenciar seus shoppers durante suas jornadas de compras, para que, assim, possam incrementar suas receitas. O shopper marketing surgiu para buscar soluções para este, entre outros desafios. Pode ser definido como o planejamento e execução de todas as atividades de marketing que influenciam o shopper, durante toda a jornada de compra, incluindo os ambientes de dentro e fora do ponto de venda. Entre as diversas etapas desse processo, o ponto de venda é apontado como um importante influenciador na tomada de decisão de compra do shopper. Nele, um dos meios utilizados são os fatores de in-store marketing, com destaque para os materiais de comunicação. O objetivo nesse trabalho é compreender como os vieses cognitivos, objetos de estudo nessa dissertação, influenciam a tomada de decisão de compra do shopper, quando aplicados em materiais de comunicação, em supermercados. Para isso, foi realizada uma pesquisa quantitativa experimental, a partir de um procedimento 'quase-experimento', em uma rede de supermercados, aplicado a uma marca de uma categoria de bens de consumo não duráveis. O resultado apresentado um aumento nas vendas da marca, o que comprova a efetividade da aplicação dos vieses cognitivos, em materiais de comunicação, em supermercados. Dessa maneira, o estudo contribui tanto para a prática acadêmica, quanto empresarial. No plano acadêmico, agrega conteúdo à literatura sobre shopper marketing, combinando materiais de comunicação e vieses cognitivos e sua influência sobre os shoppers em supermercados. No plano corporativo, o estudo permite que profissionais de marketing tenham mais um instrumento para conhecer e influenciar seus shoppers em supermercados, podendo elaborar materiais de comunicação mais efetivos e maximizar seus investimentos destinados ao ponto de venda, gerando vendas incrementais.
Fast moving consumer goods companies have the challenge today to know and influence their shoppers as they shop, with the purpose of increasing their sales. Shopper marketing has emerged in order to solve this challenge, among others. It can be definied as the planning and the execution process of all marketing activities that influence shoppers across the shopper journey, including both in-store and out-of-store factors. Among the different shopper marketing stages, the point of sales is key to influence the shopper’s purchasing decision. In this stage, this influence may happen through in-store marketing factors, mainly through communication materials. The goal of this essay is to understand how cognitive biases, focus of this study, influence the shopper’s purchasing decision process, when applied to communication materials in supermarkets. So, in order to accomplish this goal, an experimental quantitative research was conducted through a quasi-experiment procedure in a supermarket chain, based on a fast moving consumer good brand. The results show an increase in the brand sales, which proves the effectiveness of the cognitive biases applied to communication materials in supermarkets. Therefore, this study shall contribute to both academic and corporate fields. In the academic field, it may contribute to the existing shopper marketing literature, combining point of purchase communication materials with cognitive biases, and their influence in shoppers in supermarkets. As to the corporate field, this study allows marketing professionals to have an additional instrument to know and influence their shoppers in supermarkets by developing more effective POP communication materials, maximizing investments in the point of sales and thus increasing their sales.
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Souza, Lasier Gorziza de. "Confiança, valor e lealdade do consumidor : um estudo desenvolvido em uma concessionária de veículos." reponame:Repositório Institucional da UCS, 2010. https://repositorio.ucs.br/handle/11338/556.
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Este trabalho aborda a estretégia de retenção de clientes por meio da prática do marketing de relacionamento no contexto do varejo e serviços de uma concessionária de veículos. Mais especificamente, a Passion Automóveis Ltda., concessionária da marca Peugeot, para as cidades de Bento Gonçalves/RS e Caxias do Sul/RS. O modelo teórico proposto por Sirdeshmukh, Singh e Sabol (2002) e suas respectivas hipóteses é utilizado para verificar o entendimento das práticas e comportamentos confiáveis percebidos nos prestadores de serviços e que constroem ou exaurem a confiança do consumidor e os mecanismos para converter a confiança do consumidor em termos de valor e lealdade em trocas relacionais. Para tanto, utilizou-se de uma amostra estratificada da população de pesquisa que totalizou 235 respondentes, e os dados foram coletados através de três formas de pesquisas: (i) entrevista por telefone assistida por computador; (ii) survey por correspondência; e (iii) survey eletrônica. O modelo utilizado (i) apresenta uma conceituação multidimensional para a construção de confiança; (ii) incorpora duas facetas distintas de confiança do consumidor, ou seja, os funcionários da linha de frente e as políticas e práticas gerenciais; e (iii) especifica o valor como um mediador entre a confiança e a lealdade nos relacionamentos. Os dados foram avaliados através da análise de estatística multivariada de dados, utilizando a técnica de Modelagem de Equações Estruturais, e os resultados apóiam uma visão tri-dimensional das avaliações da confiança ao longo da competência operacional, da benevolência operacional e da orientação para solução de problemas. Além disso, foi encontrado evidências de contingente relações assimétricas entre as dimensões de confiabilidade na confiança dos consumidores. Para as políticas e práticas gerenciais, benevolentes práticas demonstraram um efeito de "negatividade" dominante (isto é, uma unidade de desempenho negativa tem um efeito mais forte do que uma unidade de desempenho positivo), para o pessoal de linha de frente, comportamentos orientados para solução de problemas do consumidor demonstraram um efeito de "positividade" dominante. O valor teve suporte estatístico para mediar parcialmente às facetas da confiança e a lealdade do consumidor. A faceta da confiança no pessoa de linha de frente teve um papel crítico em relação à faceta da confiança nas políticas e práticas gerenciais na lealdade do consumidor, evidenciando a confiança como unidimensional como antecedente da lealdade.Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-06-03T17:39:03Z No. of bitstreams: 1 Dissertacao Lasier Gorziza de Souza.pdf: 3156048 bytes, checksum: 396c12085f2317907ff40f8a7b582f2d (MD5)
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This work discusses the strategy of customer retention through the practice of relationship marketing in the context of retail services at the car dealership. More specifically, the Passion Automóveis Ltda., Peugeot concessionaire for the cities of Bento Gonçalves/RS and Caxias do Sul/RS. The proposed framework by Sirdeshmukh, Singh and Sabol (2002) and their assumptions are used to check the understanding of practices and behaviors perceived to reliable service and that build or deplete consumer trust and the mechanisms to convert trust consumer in terms of value and loyalty in relational exchanges. To this end, we used a stratified sample of the population reserach which totaled 235 respondents, and data were collected from three types of searches: (i) telephone interview, computer-assisted, (ii) a survey by mail, and (iii) electronic survey. The model used (i) uses a multidimensional conceptualization for the trustworthiness construct; (ii) incorporates two distinct facets of consumer trust, namely, frontline employees and management policies and practices; and (iii) specifies value as a key mediator of the trust-loyalty relationship. The data were evaluated by analysis of multivariate data, using the technique of Structural Equation Modeling, and the results support a tripartide view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, these works find evidence of contingent asymmetric relationship between trustworthiness dimension and consumer trust. For management policies and practices, benevolent behaviors demonstrate a dominant "negativity" effect (i.e., a unit negative performance has a stronger effect than a unit positive performance), for front-line employees, behavior oriented for problem-solving consumer demonstrated an effect of "positive" ruling. The value have statistical support to partially mediate the facets of trust in on consumer loyalty. The aspect of confidence in the personal front line played a critical role in relation to the aspect of trust policies and management practices in loyalty, showing the trust as one-dimensional as an antecedent of loyalty.
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Geargeoura, Lucien Jacques. "Ambiência do ponto de venda: antecedentes das emoções e significados para os consumidores - um estudo exploratório no setor farmacosmético." reponame:Repositório Institucional do FGV, 2010. http://hdl.handle.net/10438/4465.
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Previous issue date: 2010-02-11T00:00:00ZA formatação do ambiente de venda de uma loja é um dos principais instrumentos de que o varejista dispõe para obter vantagens competitivas e incrementar o seu desempenho. O complexo ambiente de loja oferece inúmeros estímulos que afetam o comportamento de compra dos clientes. Em sua experiência de compra, o cliente se guia basicamente pelas emoções e significados despertados por esses estímulos. Este estudo visa entender como emoções e significados captados pelo cliente na loja resultam dos diversos elementos que compõem o ambiente de venda da loja. Partindo dos fenômenos da percepção, do afeto e da cognição aplicados ao ambiente de venda, revisamos os principais estudos abordando a influência do ambiente de venda sobre o comportamento do consumidor em relação à loja, focando suas reações internas e em particular as emoções sentidas e os significados atribuídos ao ambiente de loja pelos clientes. Detalhamos e organizamos o rol dos elementos que compõem o ambiente físico de uma loja, utilizando-o como base para a análise dos efeitos desses elementos sobre os clientes em termos de emoções sentidas e significados atribuídos pelos clientes à loja. Tentando entender como o ambiente de venda da loja se relaciona com as emoções e os significados nele captados, realizamos uma investigação exploratória, de cunho qualitativo e mais descritivo que explicativo, utilizando técnicas como a entrevista parcialmente estruturada complementada por elementos da entrevista de profundidade, e o EmotiScape. Os resultados do estudo, como esperado para uma pesquisa exploratória, cobrem aspectos diversos. Em termos de resultados empíricos, identificamos os elementos ambientais efetivamente percebidos pelos clientes na loja, as principais integrações presentes entre esses elementos ao serem percebidos, e as emoções e os significados a eles atribuídos pelos clientes. Também descrevemos os principais mecanismos que ligam os elementos ambientais percebidos às emoções e aos significados atribuídos ao ambiente de loja. E ainda identificamos e descrevemos as ocorrências de integrações entre os processos afetivos e cognitivos dos entrevistados que resultam da presença dos elementos ambientais. Como contribuição conceitual inicial do estudo, confirmamos a visão dos modelos contingenciais da Psicologia para o fenômeno da percepção, evidenciando que os estímulos do ambiente de loja podem ser percebidos tanto “um a um” como conjuntamente no ponto de venda, passando ainda por casos intermediários, em que um número mais reduzido de estímulos atua conjuntamente para gerar emoções e significados para o cliente. Disto resulta uma aplicação gerencial direta: conhecendo antecipadamente estímulos isolados ou “pacotes” definidos de estímulos associados a emoções e significados específicos, poderíamos formatar intencionalmente o ponto de venda para provocar (ou evitar) determinados efeitos emocionais e cognitivos no cliente, usando o design como ferramenta para desenvolver estratégias mercadológicas e assim produzir o desempenho desejado para um certo ambiente de venda. A segunda contribuição conceitual do estudo diz respeito à comprovação de abordagem relativamente recente na Psicologia, que vê os fenômenos afetivos e cognitivos integrados em um mesmo processo abrangente de processamento de informações pela mente humana. Os resultados deste estudo suportam tal visão ao constatar que os clientes tanto utilizam suas emoções para construir “raciocínios” e julgamentos sobre a loja como, inversamente, constroem arrazoados que desembocam em (ou reforçam) suas emoções sentidas em relação à loja. Por fim, o estudo também avança na utilização de instrumentos de coleta de dados inovadores que podem captar estados emocionais variados (o EmotiScape) e vencer dificuldades de verbalização dos entrevistados para identificar estímulos ambientais percebidos (usando coletâneas de imagens detalhando o ambiente da loja).
The design on the sales environment of a store is one of the key tools that retailers have available to obtain competitive advantages and improve their performance. This complex environment offers several stimuli that affect the clients' purchasing behavior. In their purchasing experience, clients guide themselves, among other factors, by their emotions and meaning aroused by these stimuli. This study has as objective to understand how emotions and meaning derived by the client from the sales environment result from different environmental elements that compose the sales environment of the store. Starting from the phenomena of perception, affection and cognition in the context of the sales environment, we reviewed the main studies on the environmental influence on consumers inside the store, focusing on their internal reactions, particularly on the emotions felt and on the meanings attributed to the store environment by customers. We detailed and organized the list of elements that build up the physical environment of store, using it as base for the analysis of the effects of these elements on customers, in terms of experienced emotions and meanings attributed clients to the store. Trying to understand how the sales environment of store connects with the emotions and meanings aroused by it, we performed an exploratory, qualitative, and more descriptive than explanatory research, using techniques such as the partially structured interview complemented by aspects of the in-depth interview, and the EmotiScape instrument. The results, as expected from an exploratory investigation, cover many aspects. In terms of empiric results, we identify the environment elements actually perceived by clients in the store, the main integration among such elements when being perceived, and the emotion and the meanings attributed to them by customers. We describe the main mechanisms the bind the perceived environmental elements to emotions and meanings attributed to the store environment. We also identify and describe examples of integrations between the affective and cognitive processes which result from environmental elements. As a first conceptual contribution of our research, we confirm the point of view presented by the contigencial models of perception from Psychology, that the store environment stimuli can be noticed 'one by one' or as whole, and also intermediary cases in which a certain number of stimuli act in concert as source of emotion and meanings for the customer. Straight from this fact result an important managerial implication: knowing in advance isolated or packaged stimuli and their potential associations to specific emotions and meanings, we can intentionally shape the point os sale to evoke (or avoid) emotional and cognitive effects on the customer, using the point of sale design as a tool for developing marketing strategies and attaining a desired level of performance for a store. The second conceptual contribution of our study is the validation, in the context of the sales environment, of an approach relatively recent in Psychology, which sees the affective and cognitive phenomena integrated in a larger and information processing scheme performed by the human brain. The results from this study the vision, showing that customers use their emotions to build reasoning and judgments concerning the store as, inversely, build reasoning that result in (on reinforce) their emotion regarding the store. Finally, the study also contributes in advances in the usage of innovative data collection instruments that can measure a diversified range of emotional states (the EmotiScape) and avoid verbal blockages from interview people when reposting perceived environmental stimuli (using collections of images detailing the store environment).
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Yang, Yi-Chen. "A comparison of women's roles as portrayed in Taiwanese and Chinese magazine print advertising." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2630.
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The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.
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Fong, John. "Electronic word-of-mouth and country-of-origin effects a cross-cultural analysis of discussion boards /." Phd thesis, Australia : Macquarie University, 2008. http://hdl.handle.net/1959.14/28611.
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Thesis by publication.Thesis (PhD) -- Macquarie University, Macquarie Graduate School of Management, 2008.
Bibliography: leaves 124-133.
Introduction - Literature review -- Online word-of-mouth: a comparison of American and Chinese discussion boards -- Electronic word-of-mouth: a comparison of stated and revealed behaviour on electronic discussion boards -- A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects -- Conclusion.
The growth of electronic discussion boards has enabled consumers from different cultures to communicate with people of similar interests. Through this online channel, marketing concepts such as word-of-mouth (WOM) and country-of-origin (CoO) effects have the potential to become more important because of the potentially large number of participants involved. The US and China, being the largest and second-largest online population in the world respectively, are ideal countries to investigate the frequency and extent of these marketing concepts. --The thesis consists of three separate but inter-related papers which have been published in journals or have been accepted for publication. Each paper builds on the one before and analyses different aspects of online consumer behaviour such as information-giving, information-seeking and the CoO statements made by participants of discussion boards. By examining and comparing the frequency and content of discussion postings on discussion boards within US and China based websites, the thesis makes a comparison of the information-giving and information-seeking behaviour of the discussants and also looks at the extent and the content of CoO statements made. Online observation of discussion postings from six different discussion boards (three each from the US and China) was conducted over two 90-day period in 2004 and 2005 and a total of 5,993 discussion postings were downloaded for analysis. In addition, an online survey of 214 participants was conducted to compare the stated and actual (or "revealed") behaviour of discussants on the US and China based discussion boards. -- Overall, the findings indicate consistent differences over a 12-month period in the bahaviour of the US and Chinese discussants. The US discussants were found to provide more information than their Chinese counterparts while the Chinese discussants exhibited more information-seeking bahaviour on the discussion boards. The findings also indicate that the Chinese discussants demonstrated more negative CoO statements and these statements were observed to be related to Japan and/or brands that originated from Japan. The findings suggest that such negative CoO statements can increase rapidly online and it appears that the negative sentiments by the Chinese were apparently unrelated to product quality; instead they appear to have been predominantly associated with war related animosity. -- These findings have important implications for marketers selling to the Chinese as discussion boards appear to be more important as a source of information for the Chinese than the Americans. Also, given that the Chinese discussants demonstrated a high level of negative CoO statements relating to products from Japan, marketers selling Japanese products to the Chinese must understand the underlying issues related to these negativeCoO statements and take steps to prevent non-purchase of Japanese products.
Mode of access: World Wide Web.
vii, 133 leaves ill
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Lee, Richard Yee Meng. "The moderating influence of hedonic consumption in an extended theory of planned behaviour." UWA Business School, 2007. http://theses.library.uwa.edu.au/adt-WU2007.0214.
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[Truncated abstract] Against a contextual backdrop of slowing growth in developed mobile service markets, the importance of youth as a growth segment, and youth's tendencies to consume mobile services hedonically, two research streams drove this dissertation. The first stream concerned extending the Theory of Planned Behaviour (TPB) to predict youth's behavioural intentions to stay loyal to mobile service providers. Drawing on selfcategorisation theory, a conceptual model extended TPB by replacing subjective norm with group norm, a social influence from behaviourally relevant peers. With the extended TPB as the theoretical framework, the second stream investigated determinants of mobile loyalty intentions. Common to both streams, a key contribution of this dissertation was how hedonic consumption moderated the relationships among mobile loyalty intentions and their determinants. The dissertation addressed five questions in the two research streams, which to the author's knowledge no published studies have explored. Using a triangulation approach to address the research questions, a qualitative survey and literature review yielded six determinants of mobile loyalty intentions. Next, a pretest led to an improved questionnaire before a large-scale survey gathered data for empirical testing. The survey took place with Singaporean youth and yielded a cleaned sample of n = 415. ... For both low and high hedonic consumptions, customer value was insignificant. This might be due to Singapore's competitive mobile service market; youth perceived little differences in value for money among competing mobile service providers. Testing alternative models offered further insights into youth's mobile loyalty intentions. Youth's mobile loyalty behaviour, operationalised as past switching, was not stochastic, suggesting that mobile loyalty intentions contained underlying determinants. Brand trust, salient in other contexts, did not apply to mobile loyalty intentions perhaps because youth perceived little risk in switching mobile service providers in developed markets. An attitude-group norm interaction also did not relate to mobile loyalty intentions, supporting TPB's construct independence and parsimony. Finally, attitude and customer satisfaction were operationally similar in that they related to mobile loyalty intentions similarly. The dissertation concluded by offering academic and managerial implications and contributions, limitations, and future research areas.
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Shang, Yue. "The Effects of Social Information, Social Norms and Social Identity on Giving." Thesis, Connect to resource online, 2008. http://hdl.handle.net/1805/1622.
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Indiana University - Purdue University - Indianapolis (IUPUI)This philanthropic studies thesis aims to “increase the understanding of philanthropy, improve its practice, and enhance philanthropic participation” (Center on Philanthropy at Indiana University Overview) by studying the effects of social information, social norms and social identity on giving. It connects philanthropic studies research with theoretical developments in motivations for giving in economics, nonprofit management, nonprofit marketing, consumer behavior, and social psychology. It utilizes personal observations as well as quantitative methods including experiments and surveys on multiple samples including donors, undergraduate students and samples of the U.S. population. It generates actionable and efficacious knowledge to improve the practice of philanthropy. It contributes to the formation and growth of the young field called philanthropic studies - in theory, in methodology and in practice. This thesis includes five chapters. Chapter I will explain how the research question, philosophy and methodology are selected. This discussion will be for the entire thesis. Specific research questions, hypotheses, research designs, findings and implications will be explained in the subsequent chapters. Chapter II demonstrates the immediate and long-term effects of social information on donations and its boundary conditions in existing nonprofit donors in two field experiments. Chapter III shows that the psychological mechanism through which social information influences subsequent giving is perceived descriptive social norms in one field survey of donors and one laboratory experiment on undergraduate students. Chapter IV investigates how social identity congruency moderates the effect of social information on donations. It reports three field experiments on donors and samples of the general U.S. population and two laboratory experiments on undergraduate students. It shows that donors give more money to a public radio station if told that a previous donor with a similar identity also made a large contribution. This effect is more likely to occur when donors have high collective identity esteem and when attention is focused on others. Each chapter provides original fundraising techniques developed from these studies. Chapter V concludes with a discussion of the theoretical, methodological and practical contributions of this thesis and suggests directions for future research in philanthropic studies, and philanthropic psychology in particular.
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Reisinger, Yvette. "Cultural determinants of tourist-host contact." Thesis, 1997. https://vuir.vu.edu.au/30226/.
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This research was designed to investigate the cultural differences between Asian tourists
and Australian hosts and the impact of these differences on tourist-host social interaction
and satisfaction. The study aimed to achieve three major objectives: 1) to identify the cultural differences between Asian tourists and Australian hosts; 2) to identify the dimensions of the cultural differences between Asian tourists and
Australian hosts; and 3) to identify the key indicators of the cultural dimensions critical for an explanation
of social interaction between Asian tourists and Australian hosts, and Asian tourist satisfaction.
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"The number-location association and its marketing implication." Thesis, 2010. http://library.cuhk.edu.hk/record=b6075297.
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At last, this dissertation considers another marketing implication of this number-location association, namely the compatibility effect. In experiment 7, we find that people perceive a discount as more attractive when the two prices are actually posited in compatible locations (original price-right side; discounted price-left side) than in incompatible locations. Similarly, experiment 8 demonstrates that people are more likely to patronage a supermarket when the supermarket's slogan about low price is shown on the left side of a display than on the right side, and this effect is mediated by the subjective fluency feeling people felt at the time they process the advertisement.Given a display, people usually think that large numbers should be located on the top or on the right hand side of the display, whereas small numbers should be posited at the bottom or on the left (Wood and Fischer 2008).
Given this number-location association, this dissertation secondly intends to apply it to the field of marketing, and to use three experiments to explore how and why location of product image can influence people's price judgment. The results of experiment 4 show that consumers think that the market price of a product is higher if the product's image is shown on the right side of a display than on the left side; experiment 5 and experiment 6 further indicate that the location of product image can only influence consumers' price judgment, but cannot influence quality judgment.
Key Words: Number-location association, Simulation, Perceptual Symbol Systems (PSS), Price perception.
This dissertation firstly aims to provide new evidence for this number-location association. Experiment 1 demonstrates that people incorrectly remember that large numbers appear to the right of the locations they actually were shown while small numbers appear to the left ofthe locations than they actually were presented; experiment 2 and experiment 3 show that people estimate there are more pieces in a pile of object when the pile of object is presented on the right side of a display than on the left side.
Cai, Fengyan.
Adviser: King Man Hui.
Source: Dissertation Abstracts International, Volume: 73-03, Section: A, page: .
Thesis (Ph.D.)--Chinese University of Hong Kong, 2010.
Includes bibliographical references (leaves 139-144).
Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web.
Abstract also in Chinese.
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Chen, Charlene Y. "The Need to Feel Better." Thesis, 2015. https://doi.org/10.7916/D8DJ5DGD.
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There is a popular lay-belief that consumers always strive to repair their negative mood. However, one can think of contrary instances where people seek out melancholic music when they feel sad, or choose to remain miserable when something frustrates them. My dissertation proposes that people vary considerably in the degree to which they need to feel better when they experience negative feelings. Specifically, my dissertation advances current understanding of why certain individuals do not engage in mood repair. It also allows us to decipher when people would form judgments and decisions in a mood-congruent versus mood-incongruent manner, thereby accounting for the lack of robustness of mood repair effects. To this end, I advance a construct called the "Need to Feel Better" (NFB), and propose four distinct facets of NFB that individuals differ on: 1) behavioral tendency to repair bad moods, 2) aversion to negative feelings, 3) pleasure derived from negative feelings, and 4) tendency to reflect on negative feelings. I also propose a scale that measures this construct and the four facets it encompasses. My dissertation shows that NFB is associated with stronger preference for common mood repair activities such as leisure shopping and exercise. It is also associated with certain demographics (e.g., age and gender), personality traits (e.g., extraversion and agreeableness), and self-regulation constructs (e.g., promotion-focus). NFB also predicts people's tendency to engage in mood repair when they experience negative moods and their attitudes towards mood lifting appeals. From a managerial standpoint, this work provides insights for the marketing of "feel-good" products (e.g., aromatherapy and vacation packages) and the use of mood repair appeals (e.g., Volkswagen's "Get Happy" Super Bowl commercial and the "Look Good Feel Better" campaign for women with cancer by the cosmetics industry).
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"Effective uses of quantity limits as a promotional tool: new insights for retailers." 1999. http://library.cuhk.edu.hk/record=b5889863.
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Anum, Genevieve. "The influence of individual cultural value orientation on the evaluation of a retail store environment." Diss., 2009. http://hdl.handle.net/2263/24087.
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The role of culture in consumer behaviour and the importance of service quality delivery as a differential factor among businesses have received much interest in recent times, especially within the retail environment. With similar products being offered, service quality is seen as a critical tool to ensure customer loyalty. This implies that building customer loyalty requires understanding the cultural dimension of the consumer. On the other hand, literature reviewed shows the danger in stereotyping individuals into a national culture since sub-cultures exist especially in the case of a multicultural society as South Africa. Thus, this study aims at examining the individual cultural value orientation of retail patrons and to investigate its influence on their perception of retail service quality. To achieve the research objective a structured questionnaire was administered to retail patrons in a mall intercept. The questionnaire was structured around attitudinal questions and the Retail Service Quaity Scale. The results showed a relationship between the individual cultural value orientation and the importance of the retail service quality dimension. Although some of the findings were not what was expected; the study provides a framework by which retailers can segment their market and allocate resources. It also contributes to the knowledge base and provides a platform for further research.CopyrightDissertation (MBA)--University of Pretoria, 2010.
Gordon Institute of Business Science (GIBS)
unrestricted
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Woolf, Julian Robert. "The effects of disgust eliciting persuasive messages on physical activity." Thesis, 2007. http://hdl.handle.net/2152/3095.
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Woolf, Julian Robert 1971. "The effects of disgust eliciting persuasive messages on physical activity." 2007. http://hdl.handle.net/2152/13281.
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Williams, Elizabeth Helen. "The influence of incidental haptic sensations when formally judging a consumer brand." Thesis, 2013. http://hdl.handle.net/10210/8510.
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M.Comm. (Industrial Psychology)The current study investigated, by means of an experiment, the influence of nonconscious incidental haptic sensation, encountered when completing self-report questionnaires, on formal ratings of a consumer brand. In total, 178 university students (mean age = 19.82 years, males = 31.5%, females = 68.5%) participated in the study. Participants were allocated to one of two groups with Group 1 (n=88) completing a questionnaire printed on rigid paper while Group 2 (n=90) completed the same questionnaire printed on flimsy paper. The questionnaire scale was constructed using 28 sets of biploar pairs of adjectives related to the language association of rigidity and strength. An independent t-test revealed no differences between groups (t = 0.67, p = 0.50), but differences of distribution and polarisation of scores, evidenced by differences in kurtosis across groups (Group 1: kurtosis = 1.49, Group 2: kurtosis = 0.11), were apparent. In conclusion it appeared that a physically grounded mental framework, consistent with an embodied cognition approach to mental processes, had led to participants forming stronger product judgments when encountering an incidental, nonconscious, tactile experience of strength in a consumer context.
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"Impact of opinions in social networks." 2012. http://library.cuhk.edu.hk/record=b5549126.
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社會意見在塑造我們購買決策和購買經歷發揮了至關重要的作用。除了正面（或負面）的意見會鼓勵（或打消）我們購買某個產品，我們的意見更傾向於遵循我們的社交圈。社會意見的這些方面對於做出精確產品推薦、準確預測信息流向、及有效營銷活動發布極為重要。在這篇論文中，我們首先研究極性意見對我們的購買決策的影響。同時，我們分析了兩個現實世界中的社會網絡，Flixster 和Epinions 中的消極和積極的意見的信息傳播模式。我們觀察到，否定意見的存在大大降低了表達意見的數量。考慮到這兩種意見的不對稱性，我們提出並擴展了目前最流行的兩個信息傳播模式，獨立分級和線性閾值模型。我們提出的拓展模型提供了一個可處理的影響問題和並能夠提高將來意見的預測精度，超過3%。
更進一步，我們研究了社會意見對我們表達產品意見的影響。該問題的假設是多次顯示我們表達的意見並不完全獨立於我們的社交圈，而是通過校準，使之跟社會意見相似。為了理解這一現象，我們為用戶的評分提出了一個新型的模型。該模型中，用戶對項目的評分是由社會輿論、用戶的偏好和項目特點的一個函數。該模型可以提高用戶評分的預測準確率達2%。此外，模型中學習到的參數可展示用戶對社會意見的遵循程度。用戶對社會意見的遵循分析表明，超過76%的用戶傾向於在一定程度上遵循他們好友的意見。平均而言，當社會影響存在的時候，用戶評分更趨於正面。我們還發現，社會的遵循者通常不是信息傳播的第一次參與者。
Social opinions play a crucial role in shaping both our purchase decisions and our experience. While on one hand, we are encouraged (discouraged) to adopt a product upon hearing the positive (negative) opinions; on the other hand, our opinions tend to conform to our social circle. Both of these aspects of social opinions are important in order to make precise product recommendations, to accurately predict the information flow pathways and to launch efficient viral marketing campaigns.
In this thesis, we first study the impact of polarity of opinions on our purchase decisions. For the same, we analyze the information propagation patterns of the negative and positive opinions on two real world social networks, Flixster and Epinions, and observe that the presence of negative opinions significantly reduces the number of expressed opinions. To account for the asymmetry between the two kinds of opinions, we propose extensions of the two most popular information propagation models, Independent Cascade and Linear Threshold models. The proposed extensions give a tractable influence problem and improve the prediction accuracy of future opinions, by more than 3%.
Next, we study the impact of social opinions on our expressed opinions about the products. The hypothesis is that many times our expressed opinions are not completely independent of our social circle and gets calibrated such that they are similar to the social opinions. In order to understand this phenomenon, we propose a novel formulation for the users ratings where every expressed rating is considered as a function of the social opinion along with the user preference and item characteristics. The proposed method helps in improving the prediction accuracy of users’ rating by more than 2% in presence of social influence. Additionally, the learned model parameters reveal the degree of conformity of users. Detailed analysis of user social conformity show that more than 76% of users tend to conform to their friends to some extent. On an average, user ratings become more positive in presence of the social influence. We also nd that the social conformers are usually not the rst one to participate in an information cascade.
Detailed summary in vernacular field only.
Detailed summary in vernacular field only.
Detailed summary in vernacular field only.
Garg, Priyanka.
Thesis (M.Phil.)--Chinese University of Hong Kong, 2012.
Includes bibliographical references (leaves 100-110).
Abstracts also in Chinese.
Abstract --- p.i
Acknowledgement --- p.v
Chapter 1 --- Introduction --- p.1
Chapter 1.1 --- Contributions --- p.3
Chapter 1.2 --- Organization --- p.4
Chapter 2 --- Background & Survey --- p.6
Chapter 2.1 --- Network Structure --- p.6
Chapter 2.1.1 --- Basic Definitions --- p.6
Chapter 2.1.2 --- Structural Properties of Social Networks --- p.8
Chapter 2.1.3 --- Network Generators --- p.12
Chapter 2.2 --- Information Diffusion in Social Networks --- p.16
Chapter 2.2.1 --- Basic Terminologies --- p.19
Chapter 2.2.2 --- Principles governing the Decision-Making process --- p.19
Chapter 2.2.3 --- Information Cascade Models --- p.21
Chapter 2.2.4 --- Influence Estimation --- p.34
Chapter 2.2.5 --- Viral Marketing --- p.39
Chapter 2.2.6 --- Influence vs. Homophily --- p.44
Chapter 2.2.7 --- Results from Large Scale Empirical Studies --- p.45
Chapter 3 --- Impact on Product Purchase Decision --- p.47
Chapter 3.1 --- Introduction --- p.47
Chapter 3.2 --- Related Work --- p.49
Chapter 3.3 --- Problem Definition --- p.50
Chapter 3.4 --- Data and Observations --- p.51
Chapter 3.4.1 --- Data Collection --- p.51
Chapter 3.4.2 --- Observations --- p.52
Chapter 3.5 --- Polarity-Sensitive Information Flow Model --- p.54
Chapter 3.5.1 --- Social Influence Function --- p.55
Chapter 3.5.1.1 --- Polarity-Sensitive IC Model --- p.55
Chapter 3.5.1.2 --- Polarity-Sensitive LT Model (LTPS) --- p.58
Chapter 3.5.2 --- Activation State of Influenced Node --- p.59
Chapter 3.6 --- Influence Estimation --- p.61
Chapter 3.7 --- Experiments on Synthetic Data --- p.63
Chapter 3.7.1 --- IA and WP as Approximation of IC-N --- p.64
Chapter 3.7.2 --- Quality of the Estimated Parameters --- p.65
Chapter 3.7.3 --- Prediction Accuracy --- p.66
Chapter 3.8 --- Experiments on Real Data --- p.69
Chapter 3.8.1 --- Experimental Setup --- p.69
Chapter 3.8.2 --- Observations --- p.70
Chapter 3.9 --- Summary --- p.72
Chapter 4 --- Impact on Posterior Evaluation --- p.73
Chapter 4.1 --- Introduction --- p.73
Chapter 4.2 --- Related Work --- p.75
Chapter 4.3 --- Ratings under social conformity --- p.77
Chapter 4.3.1 --- Problem Definition & Notations --- p.79
Chapter 4.3.2 --- Conformer's Ratings --- p.80
Chapter 4.3.3 --- Parameter Estimation --- p.82
Chapter 4.4 --- Evaluation --- p.84
Chapter 4.4.1 --- Goodreads Dataset --- p.85
Chapter 4.4.2 --- Prediction Accuracy --- p.87
Chapter 4.4.3 --- Influencers Quality --- p.89
Chapter 4.5 --- Social Conformity Analysis --- p.91
Chapter 4.6 --- Summary --- p.96
Chapter 5 --- Summary & Future Work --- p.97
Chapter 5.1 --- Summary --- p.97
Chapter 5.2 --- Future Work --- p.98
Bibliography --- p.100
34
Yang, Tao. "Brand and usability in content-intensive websites." Thesis, 2014. http://hdl.handle.net/1805/4667.
Full textAbstract:
Indiana University-Purdue University Indianapolis (IUPUI)Our connections to the digital world are invoked by brands, but the intersection of branding and interaction design is still an under-investigated area. Particularly, current websites are designed not only to support essential user tasks, but also to communicate an institution's intended brand values and traits. What we do not yet know, however, is which design factors affect which aspect of a brand. To demystify this issue, three sub-projects were conducted. The first project developed a systematic approach for evaluating the branding effectiveness of content-intensive websites (BREW). BREW gauges users' brand perceptions on four well-known branding constructs: brand as product, brand as organization, user image, and brand as person. It also provides rich guidelines for eBranding researchers in regard to planning and executing a user study and making improvement recommendations based on the study results. The second project offered a standardized perceived usability questionnaire entitled DEEP (design-oriented evaluation of perceived web usability). DEEP captures the perceived website usability on five design-oriented dimensions: content, information architecture, navigation, layout consistency, and visual guidance. While existing questionnaires assess more holistic concepts, such as ease-of-use and learnability, DEEP can more transparently reveal where the problem actually lies. Moreover, DEEP suggests that the two most critical and reliable usability dimensions are interface consistency and visual guidance. Capitalizing on the BREW approach and the findings from DEEP, a controlled experiment (N=261) was conducted by manipulating interface consistency and visual guidance of an anonymized university website to see how these variables may affect the university's image. Unexpectedly, consistency did not significantly predict brand image, while the effect of visual guidance on brand perception showed a remarkable gender difference. When visual guidance was significantly worsened, females became much less satisfied with the university in terms of brand as product (e.g., teaching and research quality) and user image (e.g., students' characteristics). In contrast, males' perceptions of the university's brand image stayed the same in most circumstances. The reason for this gender difference was revealed through a further path analysis and a follow-up interview, which inspired new research directions to unpack even more the nexus between branding and interaction design.
35
Kim, Hyojin. "The effects of interactivity on learning: implications for stereotype change." Thesis, 2005. http://hdl.handle.net/2152/1591.
Full text
36
Young, Jennifer Lee 1973. "Using principal components analysis to understand consumers' moment-to-moment affect traces and their influence on ad and brand attitudes." 2008. http://hdl.handle.net/2152/17836.
Full textAbstract:
Marketers and advertisers have long searched for new and more powerful ways to measure the effectiveness of advertising. One data source that has proven useful is consumers’ moment-to-moment affective responses to advertisements. The first essay of my dissertation examines consumers’ moment-to-moment evaluations of advertisements and presents an application of principal components analysis that allows researchers to understand divergence in consumer response and link this divergence to specific elements of the ad’s storyline. While traditional research has focused on the aggregate peak, final moment and linear trend of consumers’ affect traces in predicting overall evaluations of the advertisement, this application provides better predictions of holdout evaluations. Additionally, I find these traditional measures do not provide insight into consumers’ credibility assessments of the advertisement and illustrate that these evaluations are determined much earlier in the advertisement. The second essay of my dissertation examines how important consumer characteristics (receiver factors), such as prior brand attitude and product category involvement, impact consumers’ moment-to-moment affective responses to advertisements. I also examine how these consumer characteristics moderate the relationship between consumers’ affect traces and important downstream variables such as attitude toward the ad, attitude toward the brand and likelihood to purchase the product. I demonstrate that consumers form biased evaluations based on their prior brand attitude and category involvement and illustrate how advertisers can reduce these biases resulting in greater attitude change in consumers less positively predisposed to the product.text
37
Yao, Valery Yao. "Emotive reactions to the consumer education project of the South African dairy industry." Diss., 2013. http://hdl.handle.net/10500/18332.
Full textAbstract:
Historically, consumer perceptions towards dairy products have been measured using a rational cognitive approach. However, recent consumer insights suggest that emotions play a dominant role in consumer decision making. The South African dairy industry therefore identified a need to determine emotive reactions to educational messages in addition to the reasons underpinning dairy consumption. Using a mixed method research approach, reactions from 81 South African dairy consumers were obtained, using three different, but interrelated measuring instruments. Descriptive statistics, hierarchical ladder maps and correlation analyses were used to examine emotive and cognitive consumer reaction to a number of generic dairy messages and products. The findings indicate that certain communication messages appear to have a stronger impact on consumers due to specific emotions that these messages elicit. Personal values underpinning dairy consumption decisions were also identified within the context of emotive reactions to the selected dairy products.Business Management
M. Com. (Business Management)
38
Hunt, Catherine Anne. "The impact of motivational states on hedonic snack consumption and implications for disordered eating." Phd thesis, 2011. http://hdl.handle.net/1885/151423.
Full textAbstract:
The research presented in this thesis explores the role of regulatory focus (promotion versus prevention foci), and related attentional scope (global versus local processing), in influencing people's consumption of pleasurable snack food in the absence of physical need - an eating style that is contributing to growing rates of obesity worldwide. In the first two studies, male and female undergraduates were invited to help themselves to a bowl of M&Ms while they engaged in a global processing, local processing, or control task. Attempts to manipulate local processing using a rhyming task were successful in both studies, evidenced by significant increases in left hemispheric activation from baseline. This local processing, as predicted, had an inhibitory effect on participants' M&M consumption relative to the control task in both studies, which was interpreted as a regulatory misfit between the food type and the scope of attention. Compared to local processing, the manipulation of global processing proved more difficult. In Study 1, mental rotation was employed as the global processing task, however, against prediction it failed to significantly activate the right hemisphere or facilitate M&M consumption. In Study 2, mental rotation was replaced with insight problem-solving which showed a trend (although non-significant) towards right hemispheric activation and greater M&M consumption relative to the control task, suggestive of a fit between the food type and the attentional scope.
Prompted by evidence that pleasurable snack food may serve a distinct safety/protective function for eating disordered individuals who engage in regular binge eating, the second two studies of this thesis investigated whether promotion and prevention foci impact the snack consumption of these individuals differently. In Study 3, non-clinical female university students were invited to eat M&Ms as they worked on a set of promotion focus, prevention focus, or control mazes. As predicted, consumption by no/mild binge eaters (based on a sample split of scores on the Binge Eating Scale) was substantially facilitated by the snack-compatible promotion focus mazes. However, against prediction, the supposedly snack-incompatible prevention focus mazes failed to have an inhibitory effect. As hypothesised, moderate binge eaters exhibited a very different pattern of results. Specifically, they showed a significant increase in M&M consumption in response to the prevention focus mazes, and a slight (but non-significant) decrease in consumption in response to the promotion focus mazes, compared to no/mild binge eaters primed with the same foci. These findings were replicated by Study 4 which pre-screened prospective participants to ensure a greater proportion of clinically significant cases of disordered eating. Using a "taste test" cover story, Study 4 also extended Study 3 by adding a follow-up "tasting" period in order to examine the longevity of the foci's effects on consumption. The results demonstrated that the effects are transient. Regardless of the level of disordered eating, the best predictor of snack consumption at the second tasting period was not regulatory focus, but the amount consumed at the first tasting period.
Consistent across all four studies, the effects of regulatory focus and attentional scope on snack consumption were not associated with changes in hemispheric activation or mood. Furthermore, conscious desire to eat the snack remained unaffected despite impacts on consumption, suggesting that the manipulations were leading participants to approach or avoid the tasty snack at an unconscious or automatic level. In conclusion, this thesis points to motivational and attentional strategies for curbing overeating and binge eating that are highly contingent on where an individual lies on the disordered eating continuum.
39
Leo, Leigh. "The influence of incidental haptic sensations in evaluating an unestablished consumer brand." Thesis, 2014. http://hdl.handle.net/10210/11273.
Full textAbstract:
M.Com. (Industrial Psychology)The current study investigated, by means of an experiment, the influence of incidental haptic sensations, encountered when completing self-report questionnaires, on formal ratings of an unestablished consumer brand. In total 128 university students (mean age = 20.16 years, males = 31.3%, females = 68.8%) participated in the study. Initially, all the participants completed a pretest self-report questionnaire on standard weighted paper (80gsm). A week later, the same participants were randomly assigned to one of two experimental groups, where Group 1 (n=64) completed a post-test self-report questionnaire on firm paper, and Group 2 (n=64) completed a post-test self-report questionnaire on flimsy paper. The questionnaire scale comprised 30 sets of bipolar pairs of adjectives related to the language association of rigidity and strength. A robust Analysis of Covariance (ANCOVA) revealed a statistical difference between groups for scores between 80 and 104 on the pre-test, while no effect was found for scores of 109 and upwards. Further support of the hypothesis was evident in kurtosis across groups (Group 1: kurtosis = 0.73 , Group 2: kurtosis = -0.03), which indicated that more participants in Group 1 ('Firm') had formed stronger judgements of the unestablished consumer brand than those in Group 2 ('Flimsy'). In conclusion, it appeared that a physically grounded mental framework, consistent with embodied cognition, had nonconsciously led participants to form stronger product judgements, of an unestablished consumer brand, when encountering an incidental, tactile experience of strength when completing self-report questionnaires in the consumer context.
40
Choi, Mi-Jeong. "Relationship among involvement characteristics, fashion innovativeness, and fashion opinion leadership of female college students." Thesis, 1993. http://hdl.handle.net/1957/35648.
Full text
41
Karyadi, Kenny Ananda. "The interactive effects of alcohol cravings, cue reactivity, and urgency on college student problematic drinking." Thesis, 2013. http://hdl.handle.net/1805/3748.
Full textAbstract:
Indiana University-Purdue University Indianapolis (IUPUI)Prior research indicated a high prevalence of problematic drinking among college students, suggesting a need for more effective screening approaches and treatments. The tendency to act rashly in face of strong emotions (e.g. positive and negative urgency), alcohol cravings, and cue reactivity all have been associated with problematic alcohol use. However, no studies have examined the interactive effects of alcohol cravings, urgency, and cue reactivity. I hypothesized that alcohol cravings will be associated with greater problematic drinking among individuals with higher levels of (1) urgency, (2) cue reactivity, and (3) cue reactivity and urgency. Data were collected from a sample (final n = 240) of college students through a survey, which consisted of measures of urgency, problematic drinking, and alcohol cravings. On the survey, participants were also exposed to alcohol and non-alcohol pictures, after which they assessed their level of cue reactivity. Results were examined using multiple regression and simple slope analyses. Results provided partial support for our hypotheses. Alcohol cravings were associated with greater problematic drinking at lower levels of negative urgency (b = 7.36, p< 0.001). Furthermore, alcohol cravings were most strongly associated with problematic drinking at high levels of cue reactivity and low levels of negative urgency (b = 8.69, p<0.001), and at low levels of cue reactivity and high levels of positive urgency (b = 6.56, p<0.001). These findings emphasize the importance of considering urgency and cue reactivity in understanding how alcohol cravings create risk for problematic drinking.
42
"Antecedents and consequences of job assignment to China: an empirical investigation of the sales and marketing staff in Hong Kong." 1997. http://library.cuhk.edu.hk/record=b5889306.
Full textAbstract:
by Lau Pak Chuen, Alan.Thesis (M.Phil.)--Chinese University of Hong Kong, 1997.
Includes bibliographical references (leaves [86-90]).
Questionnaire also in Chinese.
ACKNOWLEDGEMENTS --- p.ii
ABSTRACT --- p.iv
LIST OF ILLUSTRATIONS --- p.viii
LIST OF TABLES --- p.ix
Chapter CHAPTER I --- INTRODUCTION
Chapter 1.0 --- Overview --- p.1
Chapter 1.1 --- Background --- p.1
Chapter 1.2 --- The Research Objective --- p.5
Chapter 1.3 --- The Conceptual Model --- p.6
Chapter 1.4 --- The Research Design --- p.7
Chapter 1.5 --- Significance of This Study --- p.7
Chapter 1.6 --- Outline of This Paper --- p.8
Chapter CHAPTER II --- REVIEW OF THE LITERATURE
Chapter 2.0 --- Overview --- p.10
Chapter 2.1 --- Review of Relevant Past Studies in Expatriate Job Assignments --- p.10
Chapter 2.1.1 --- Studies Focusing on Current Expatriate Job Assignments --- p.11
Chapter 2.1.2 --- Studies Focusing on Future Expatriate Job Assignments --- p.12
Chapter 2.2 --- Issues That Have Not Yet Been Addressed in the Past Studies --- p.14
Chapter 2.2.1 --- The Assumed Rationality of Employees' Decisions --- p.14
Chapter 2.2.2 --- The Lack of Consequences of Willingness to Accept the Expatriate Job Assignment --- p.15
Chapter 2.2.4 --- The Organization-Specific Nature of the Past Studies --- p.16
Chapter 2.3 --- Conceptual Framework --- p.17
Chapter 2.3.1 --- The Theory of Planned Behavior --- p.17
Predicting Behavior: Intentions and Perceived Behavioral Control --- p.18
"Predicting Intention: Attitudes, Subjective Norms, Perceived Behavioral Control" --- p.20
Chapter 2.3.2 --- The Role of Desire in Predicting Intention --- p.23
Chapter 2.4 --- The Conceptual Model --- p.29
Chapter 2.5 --- The Causal Relations Among Constructs and Hypothesis --- p.31
Chapter 2.5.1 --- "The Causal Relations between Salary, Promotional Opportunity, Location and Attitude toward the Expatriate Job Assignment to China" --- p.31
Chapter 2.5.2 --- The Causal Relations between Approval and Subjective Norm --- p.32
Chapter 2.5.3 --- The Causal Relations between New Job Opportunity and Perceived Behavioral Control --- p.33
Chapter 2.5.4 --- The Causal Relations between Desire and Attitude --- p.34
Chapter 2.5.4 --- The Causal Relations between Desire and Attitude --- p.34
Chapter 2.5.5 --- "The Causal Relations between Desire, Attitude toward the Expatriate Job Assignment to China, Subjective Norm and Perceived Behavioral Control, and Willingness to Accept the Job Assignment" --- p.35
Chapter 2.5.6 --- "The Causal Relations between Desire, Attitude toward the Expatriate Job Assignment to China, Subjective Norm and Perceived Behavioral Control, and propensity to Leave" --- p.36
Chapter 2.5.7 --- The Causal Relations between Willingness to Take the Expatriate Job Assignment and Propensity to Leave the Company --- p.37
Chapter 2.6 --- Summary --- p.38
Chapter CHAPTER III --- RESEARCH DESIGN AND METHODOLOGY
Chapter 3.0 --- Overview --- p.39
Chapter 3.1 --- Research Design --- p.39
Chapter 3.2 --- The Sample and Sampling Procedure --- p.40
Chapter 3.3 --- Data Collection Procedures --- p.42
Chapter 3.4 --- Manipulations --- p.44
Chapter 3.5 --- Operationalization of Constructs --- p.46
Chapter 3.6 --- Data Analysis --- p.52
Chapter 3.6.1 --- Manipulation and Confounding Checks --- p.52
Chapter 3.6.2 --- Structural Equation Modeling --- p.53
Chapter 3.7 --- Research Activities --- p.54
Chapter 3.7.1 --- Focus Group Interview --- p.54
Chapter 3.7.2 --- Pretest --- p.55
Chapter 3.7.3 --- The Main Study --- p.55
Chapter 3.8 --- Summary --- p.56
Chapter CHAPTER IV --- ANALYSIS AND RESULTS
Chapter 4.0 --- Overview --- p.57
Chapter 4.1 --- Manipulation and Confounding Checks --- p.57
Chapter 4.1.1 --- Manipulation Checks --- p.57
Chapter 4.1.2 --- Confounding Checks --- p.58
Chapter 4.2 --- The Structural Equation Modeling --- p.59
Chapter 4.2.1 --- The Original Conceptual Model --- p.60
Chapter 4.2.1.1 --- The Measurement Model Evaluation --- p.60
Chapter 4.2.1.2 --- Structural Equation Model Results --- p.62
Chapter 4.2.2 --- The Modified Conceptual Model --- p.65
Chapter 4.2.2.1 --- The Measurement Model Evaluation --- p.66
Chapter 4.2.2.2 --- Structural Equation Model Results --- p.66
Chapter 4.3 --- Discussion --- p.68
Chapter 4.3.1 --- Results of the Original Conceptual Model --- p.68
Chapter 4.3.2 --- Results of the Modified Conceptual Model --- p.70
Chapter 4.3.3 --- Comparison between the Original Model and the Modified Model --- p.72
Chapter 4.1 --- Summary --- p.73
Chapter CHAPTER V --- CONCLUSION
Chapter 5.0 --- Overview --- p.74
Chapter 5.1 --- Summary of the Research --- p.74
Chapter 5.2 --- Contributions of the Study --- p.77
Chapter 5.2.1 --- Theoretical Contributions --- p.77
Chapter 5.2.2 --- Managerial Implications --- p.79
Chapter 5.3 --- Limitations of the Study --- p.81
Chapter 5.4 --- Directions for Future Research --- p.83
Chapter 5.5 --- Summary --- p.85
REFERENCES
APPENDIX
43
Kamwendo, Andrew Ronald. "The effects of consumer ethnocentrism on the establishment of a consideration set of convenience products." Thesis, 2014. http://hdl.handle.net/10321/998.
Full textAbstract:
Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2014.The establishment of choice set from which consumers identify their preferred product and/brand choices arouses some interest among researchers, specifically within the context of international marketing. This curiosity about the influence of a product’s place of origin (country-of-origin: COO) on the establishment of consumer choice sets chiefly emanates from the growth of international trade and globalisation. The gap within the knowledge base surrounding consumer behaviour with respect to the purchase of foreign and domestic brands, specifically within Africa created the potential for research. As part of the evolution of COO research, this study looks into the construct of consumer ethnocentrism (CE) and its relationship with product selection and consideration. The aim behind the study can be summed up in the following objectives: firstly, to identify the moderating effects of consumer demographic variables on ethnocentric tendencies; secondly, to determine consumer attitudes towards foreign convenience goods; and, thirdly to establish the association between consumer ethnocentrism (CE) and brand selection for a consideration set. A structural model was developed illustrating the relationships (assumed) between consideration and CE. This resulted in the developed of five hypotheses. A cross-sectional descriptive survey was conducted within Durban. A research instrument was developed combining ethnocentrism research and the concept of consideration. Within the study, an explanation of the research methodology utilised was provided. 500 questionnaires were distributed in order to obtain primary data for the purpose of the study. A presentation of the results obtained was provided. An analysis of the collected data was also provided using SPSS 21.0 with the aid of graphs and the appropriate inferential statistics. The research hypotheses were tested using an independent sample Kruskal-Wallis test and a Mann-Whitney U-test. A Spearman’s correlation test was used to test the relationship between consumer ethnocentrism and brand consideration. The chi-square test was used to test for the existence of variances within the responses provided by the respondents. The study revealed that only race had a significant relationship with consumer ethnocentrism while other demographic characteristics did not. Ethnocentric tendencies were strongest among Black South Africans. An association was also discovered between consumer ethnocentrism and the consideration of convenience products. The study, therefore, provides a better understanding into South African consumers’ selection of convenience products as influenced by consumer ethnocentrism. The theoretical and practical implications from the research findings have also been discussed within the report with the provision of suggestions regarding future research.
44
Jennings, Kenneth E. "Towards a model of mental preparation in elite sport." Thesis, 1997. http://hdl.handle.net/10500/17010.
Full textAbstract:
This study examines the mental preparation of elite athletes
using naturalistic action research. The focus of investigation
was on the personal difficulty of dealing with the "expert
issue" that existed in the consultative relationship.
The unfolding research experience confronted the researcher
with personal dilemmas that needed to be resolved; activating
significant shifts in the direction of exploration. These shifts
were triggered in conversational contexts, highlighting the
impact of co-evolved intimate sharing.
Quantum leaps in understanding occurred when the researcher;
(a) realised that a research proposal had been formulated that
was not congruent with ecosystemic philosophies, (b) discovered
action research, thereby shifting from an isolated
self-reflective position to embracing the phenomenon of shared
inquiry, (c) formed an action research group to investigate
consultative issues, (d) became aware that the action research
process was a reflection of an individual's unique idiosyncratic
interactive and thinking style, (e) had to deal with the impact
of a work experience as the action group turned into a
therapeutic team, and (f) aligned himself to a narrative writing
style to formally report on the "fluid", "free-flow"
conversational experiences that had occurred in the research
context.
"Reflective interactive exploration"
written methodology to capture the ideas
emerged as a formal
that evolve
conversation. This methodology became the vehicle to
during
(a) shift
more responsibility onto the athlete to become the "researcher
of self", (b) open up further conversation, and (c) to relieve
the psychologist of the expert position. The methodology was
also utilised in the action research group to explore issues and
to exchange ideas with the supervisor.
The theory of the "mask of competency" of the athlete
existing in a "culture of competition" is forwarded. A
therapeutic model that balances intervention techniques with
therapeutic conversation is suggested when consulting with
athletes. Therapeutic conversation is broadened to incorporate
concepts such as "energy flow", "obstacles and resistances" and
"connection and intimacy".
The personal "expert issue" was found to be a "reflection"
of the researcher's own unique perceptions and interactive
tendencies. Addressing issues at this level of personal identity
required special interpersonal conditions; a context of
respectful, intimate conversation.Psychology
D. Litt. et Phil. (Psychology)
45
Gaal, Brigitte D. "Apparel descriptions in catalogs and perceived risk associated with catalog purchases." Thesis, 1996. http://hdl.handle.net/1957/12009.
Full text
46
Harvey, Michael Joseph. "Seeing the supplements : a rhetorical visual analysis with fitness advertisements." Thesis, 2014. http://hdl.handle.net/1805/5901.
Full textAbstract:
Indiana University-Purdue University Indianapolis (IUPUI)This study uses a rhetorical visual analysis to investigate supplement advertisements within the top three fitness magazines, according to circulation, to provide a richer understanding of the message construction within the visual images the advertisements contain. The advertisements were selected at random over a time span of a year and a half within each of the magazines, totaling nine separate advertisements for analysis. The purpose of this study is to determine to what extent, if any, the construction of advertisements in men's fitness magazines operates as ideographic images establishing legitimacy as determined through application of Sonja Foss' rhetorical visual analysis methodology. Previous research has identified various analyses of visual images within the fitness culture, however, rhetorical visual analysis of supplement advertisement does not appear to have been investigated prior to this project which is the primary concern for the initiation of the current research. Employing rhetorical analysis in order to understand visual images provides a perspective that is imperative to identification of elements and functions of visual images. The current findings indicate that images in advertisements in men's fitness magazines do not establish rhetorical legitimacy, as understood from a rhetorical perspective. However, when examined through a traditional aesthetic intentionalist perspective, the construction of the advertisements operates as ideographic images, establishing legitimacy through the image. This information provides us with the understanding that advertisements within current muscle magazines are operating under a traditional viewpoint, and as such, produce traditional perspectives. The advertisement industry within this genre is reliant upon the consumer first knowing what the product is and then realizing how the image fits into that function. The limitation within this perspective of the advertisement industry is the consumer's knowledge base concerning the product, the product being explained through text and the time the consumer is willing to spend on correlating the intent or function with the images presented.
47
Marais, Eileen. "Bewegingsaktiwiteite as 'n moonlike sleutel tot emosionele en sosiale ontwikkeling vir rolstoelgebonde leerders." Diss., 2012. http://hdl.handle.net/10500/9203.
Full textAbstract:
Text in AfrikaansThe importance of the emotional and social development of a human being is highlighted by this research study, while the ability of the human spirit to transcend the human body has inspired the researcher to investigate movement activities as a potential key to the emotional and social development of wheelchair-bound learners. The researcher has chosen participation in wheelchair dancing to determine whether wheelchair-bound learners show development on emotional and social levels by investigating their intra- and interpersonal abilities before and after participating in wheelchair dancing. Intra- and interpersonal abilities are interdependent abilities and are regarded important components of emotional intelligence. In the interest of validity and reliability, the researcher used purposeful sampling in the selection of her participants. The participants had to meet certain requirements. She undertook a constructivist investigation, from an interpretive perspective, as a (primarily) qualitative study, with an interactive case study design and multimethod strategies. The smaller, quantitative component of the research study is the Piers-Harris Children’s Self-Concept Scale, Second Edition (Piers-Harris 2), which offers as pre- and post-test a baseline assessment for the participants’ emotional and social development in respect of self-concept. The theoretical approach for this study is a combination of the medical deficit model and the social model, with stronger emphasis on the development and healing approach of the social model, than on the deficit-and-control approach of the medical deficit model. The focus of the study is not on the constraints suffered by the wheelchair-bound learners, but rather on the possible development that may take place in the learners through their participation in movement activities. The researcher strongly relies on the social model in an attempt to gain understanding of the problems that wheelchair-bound learners currently experience in the education system, so that schools can be developed that would meet learners’ needs. The research results offer answers to the primary and secondary research questions and the general objective of this research study has been achieved. The researcher has determined that wheelchair-bound learners show emotional and social development after participation in movement activities. The emotional intelligence of all the participants has increased and each experienced increased self-actualisation since having participated in wheelchair dancing. The research results reflect more growth in respect of the learners’ intrapersonal abilities than in their interpersonal abilities. The researcher’s specific objectives would be achieved, when she submits the research results of this study to policy makers in the Department of Education, thus expanding the boundaries of existing knowledge about the relationship between wheelchair-bound learners’ participation in movement activities and their emotional and social development.
Die belangrikheid van die emosionele en sosiale ontwikkelingsgang in die mens se ontwikkeling word deur die navorsingstudie uitgelig, terwyl die vermoë van die menslike gees tot transendensie van die menslike liggaam, die navorser inspireer het om bewegingsaktiwiteite te ondersoek as ’n moontlike sleutel tot rolstoelgebonde leerders se emosionele en sosiale ontwikkeling. Die navorser het deelname aan rolstoeldanse gekies om te bepaal of rolstoelgebonde leerders op ’n emosionele en sosiale vlak ontwikkeling toon deur hul intra- en interpersoonlike vermoëns voor en ná deelname aan rolstoeldanse te ondersoek. Intra- en interpersoonlike vermoëns is interafhanklike vermoëns en word as belangrike komponente van emosionele intelligensie beskou. Die navorser het ’n doelgerigte steekproefneming gebruik in die seleksie van haar deelnemers om geldigheid en betroubaarheid in die hand te werk. Die deelnemers moes aan sekere vereistes voldoen. Sy loods ’n konstruktivistiese ondersoek vanuit ’n interpretivistiese perspektief as ’n (hoofsaaklik) kwalitatiewe ondersoek, met ’n interaktiewe gevallestudie-ontwerp en veelmetodestrategie. Die kleiner, kwantitatiewe komponent van die navorsingstudie is die Piers-Harris Children’s Self-Concept Scale, Second Edition (Piers-Harris 2). Dit bied, as voor- en nátoets, ’n basislynassessering vir die deelnemers se emosionele en sosiale ontwikkeling ten opsigte van selfkonsep. Die teoretiese raamwerk waaruit die navorser hierdie navorsingsprobleem benader, is ’n vermenging van die mediesetekort- en die sosiale model, met sterker klem op die ontwikkelings- en helende benadering van die sosiale model, as die tekortkominge-en-beheer-benadering van die mediesetekort-model. Die fokus van die studie is nie op rolstoelgebonde leerders se inperkinge nie, maar juis op die moontlike ontwikkeling wat deur hul deelname aan bewegingsaktiwiteite in die leerders mag plaasvind. Die navorser steun sterk op die sosiale model in ’n poging om begrip vir die probleme wat rolstoelgebonde leerders tans in die onderwys ervaar, te verkry, sodat skole ontwikkel kan word wat in leerderbehoeftes voorsien. Die navorsingsresultate bied antwoorde op die primêre en sekondêre navorsingsvrae en die algemene doelstelling van hierdie navorsingstudie is bereik. Die navorser het vasgestel dat rolstoelgebonde leerders, deur hul deelname aan bewegingsaktiwiteite, emosionele en sosiale ontwikkeling toon. Al die deelnemers se emosionele intelligensie het verhoog en almal beleef groter selfverwesenliking sedert hul deelname aan rolstoeldanse. Die navorsingsresultate weerspieël groter groei ten opsigte van die deelnemers se intrapersoonlike as hulle interpersoonlike vermoëns. Die navorser se spesifieke doelstellings word bereik, wanneer die navorser die navorsingsresultate van hierdie studie aan beleidmakers in die Departement van Onderwys voorlê en daardeur die grense van bestaande kennis omtrent die verband tussen rolstoelgebonde leerders se deelname aan bewegingsaktiwiteite en hul emosionele en sosiale ontwikkeling kan uitbrei.
Inclusive Education
M. Ed. (Inklusiewe Onderwys)
48
Garnett, Gabriella. "Experiences of emergent change from an applied neurosciences perspective." Diss., 2019. http://hdl.handle.net/10500/26623.
Full textAbstract:
Emergent change is a pervasive force in modern organisations. However, the subjective experiences of emergent change for frontline individuals and teams have not been explored in organisational change literature. The integrative field of applied neurosciences offers valuable insights into the underlying neural mechanisms that shape these experiences and drive responses in order to meet basic psychological needs. Using interactive qualitative analysis (IQA), this study involved a focus group and follow-up interviews with nine participants at a South African software development company to explore the experiences of emergent change at work. System dynamics reflected that these experiences are significantly more complex than literature and practice currently account for, and that individuals and teams find their experiences of emergent change to threaten their sense of safety and basic psychological needs. The physiological and emotional experiences were found to be driving elements. Peak performance state and the relational environment were found to be salient outcomes. Findings present the opportunity for the reconceptualisation of emergent change, a shift in focus from change itself to the human experiences thereof and the importance of embracing new possibilities, tools and practices for meeting needs and thriving in an ever-changing world.Industrial and Organisational Psychology
M. Com. (Industrial and Organisational Psychology)
49
Kossuth, Stephen Patrick. "Team building and salutogenic orientations contextualised in a performance model." Thesis, 1998. http://hdl.handle.net/10500/17120.
Full textAbstract:
The purpose of this research has been to investigate the relationships between team building, salutogenesis and performance. Team building was investigated by focusing on the directive and interactive dimensions of
• climate
• supervisory support
• team work.
Salutogenesis was investigated by focusing on the concepts of
• sense of coherence
• locus of control
• self-efficacy.
Work performance was investigated by focusing on
• performance measurement criteria
• self-appraisal as a cognitive mediator between performance and salutogenesis.
In the literature survey a performance model was postulated to explain the relationships between team building, salutogenesis and performance. The personality profile of the optimal functioning individual in the context of the performance model was compiled from the personality profiles of the optimal functioning team member, the optimal
functioning individual and the optimal performing individual. In the empirical investigation a sample (N = 245) of mine employees completed a battery of questionnaires using computerised data collection. The battery was subjected
to item-test correlations, Cronbach alpha coefficient measurements and factor analyses, to establish the reliability and structure of each questionnaire. lntercorrelations were calculated and analysed to test the relationships between the dimensions, and concepts. Following this, the factor analysis of a five factor model established the
relationships between the dimensions and concepts of team building, salutogenesis and performance. Finally, LISREL-analyses were performed to test the conceptual structure of the relationships. The empirical findings indicate that team building forms a construct based on directive and interactive dimension of climate, supervisory support and team work. Salutogenesis forms a construct and it includes the incorporation of work performance as a concept of salutogenic orientations. The relationship between the constructs was confirmed using LIS REL-analysis, thus validating the integration of the dimensions and properties within each construct into the properties of a performance model; and the personality profiles within each construct into the personality profile of the optimal functioning individual. The empirical results were integrated with the literature review. Team building and salutogenic orientations are integrated into a performance model which explains the relationships between the work environment, the behaviour of the individual and his/her performance within the context of the work environment.Industrial and Organisational Psychology
D.Litt. et Phil. (Industrial Psychology)
50
Van, Zyl Shalaine. "Understanding repeat attendance in market research studies : reasons for regular participation and recruitment procedures." Diss., 2017. http://hdl.handle.net/10500/23120.
Full textAbstract:
This dissertation presents the findings of a qualitative study on understanding the motivating factors underlying repeat attendance in market research studies and the ways in which repeat attendance participants are recruited to take part in such studies. The study was approached from an interpretivist paradigm, employing the self-determination theory and the theory of self-concept maintenance. Purposive sampling was applied. The data was collected by conducting eight semi-structured interviews with participants who had taken part in numerous market research studies. Through thematic analysis, sub themes were identified from the data, combined into second-level themes and grouped into the following three overarching themes: (1) participation motivation; (2) honesty/dishonesty; and (3) recruitment procedures. It was found that participants were not only motivated by extrinsic motivators such as incentives, but that intrinsic motivators were also present. Furthermore, a level of dishonesty was also evident, not only among the participants, but among the recruiters as well.Psychology
M.A. (Psychology with specialisation in Research Consultation)