Two psychological variables are of interest in the study of consumers: brand personality perceptions (per social cognition, beliefs that brands exhibit human-like attributes) and nudges (per behavioral economics, an attempt to influence behavioral change that benefits the consumer without taking away their right to choose). However, no known research exists about whether these variables explain behavioral intentions to consume podcasts, specifically. This is relevant because perceptions of mass media brands are historically negative, and consumers increasingly seek out independent media (e.g., Breaking Points). Therefore, this dissertation’s purpose was to use Breaking Points as an example to study the influence of brand personality and nudges on behavioral intentions to subscribe to a podcast. In two survey experiments (total N = 486 United States adults recruited via CloudResearch’s Connect), brand personality perceptions (i.e., sincerity, competence, status) were hypothesized to explain intentions to subscribe. Likewise, those exposed to the potential nudge were expected to report stronger intentions, compared to those unexposed. All participants viewed a description about and a clip from the podcast. Some were also randomly assigned to view a potential nudge from Breaking Points’ YouTube channel. Then, all participants answered questions about the podcast’s brand personality, about intentions to subscribe, and about psychographics. In both experiments, hierarchical regression revealed that brand personality significantly explained behavioral intentions while controlling for potential confounds (average R2 = 40%). The findings provide evidence that brand personality knowledge can expand into podcasts. In contrast, future research should investigate other stimuli that could potentially nudge podcast consumers.

Title:Laypeople'sdescription of real estate agents  Level: Final assignment for Bachelor Degrees in Business Administration Author:Moa Englund and Kelly Ståhl  Supervisor:Jonas Kågström  Date:2019 – june   Aim: The purpose of the study is to examine the laypeople´s definition of real estate agent's personality types based on The Big Five.    Method:We chose to implement a mix method of a quantitative and qualitative study based on a deductive approach through surveys, primarily web-based. The results from these was then analyzed through the program Jamovi where we chose to conduct a descriptive analysis, correlation analysis and a factor analysis. We chose to do this type of analysis to get a clearer picture of how lay people comprehend real estate agents behaviors linked to The Big Five.     Result and conclusion: The result shows that the lay people’s definition of The Big Five dimensions for real estate agents partially consistent with the scientistdefinition, On the other hand, there are different views within certain characteristics. In addition, the result shows that the lay people tends to define the Big Five dimensions with the same adjective in several of the different dimensions. The study's results indicate that the lay people self-appreciated knowledge of the Big Five dimensions does not significantly affect their response.   Contribution of the thesis: The study contributes on a theoretical perspective to starch science within lay people's comprehension of The Big Five dimensions. The practical contribution the study adds is understand the lay people’s perception of real estate agents based on the Big Five dimensions.   Suggestions for future research: Continued research can be implemented in other sectors and thereby create an understanding of the chosen profession. Further research can be carried out where real estate agents may define themselves based on The Big Five. To let the laypeople describe real estate agents in other countries, where the real estate agent's tasks and working methods differ from the Swedish one, are further suggestions for continued research.   Keywords: “The Big Five”, laypeople, “laypeople behavior”, “personality behavior”, “personality traits” och “personality perceptions”