This qualitative study aims to identify challenges experienced amongst consumers in Stockholm when transitioning to a vegan diet. Five consumers between the ages of 24-27 have during a period of one month assumed the task of transitioning to a vegan diet. The results were analyzed through the lens of The Multidisciplinary Model of the main factors affecting consumer behaviour in the food domain and as well as the Cognitive dissonance theory to enable a deeper analysis. The study shows that information, supply and psychological influences are three main areas in which barriers are present. Lack of marketing in store and online, lack of clear labeling on products and lack of supply in both stores and restaurants were the most apparent challenges experienced amongst consumers which can be barriers when transitioning to a vegan diet. Furthermore, psychological influences that were perceived as barriers by the consumers was the presence of dissonance and the feeling of lack of support and inspiration.

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Last chance tourism (LCT) is defined as an endangered place due to climate change which creates motivations for tourists to travel to these places before they vanish. These trips also involve interaction with and observation of rare species that is about to disappear due to climate change. By integrating the Value-Belief-Norm and cognitive dissonance theory models, the main purpose of this research was to investigate psychological antecedents of engaging in LCT in higher educational institutions in Sweden. A survey was administered to 234 academics on seven universities in Sweden consisting of items measuring beliefs, pro-environmental personal norms, cognitive dissonance, and intentions to engage in Last Chance Tourism. The data was later analyzed using Partial Least Square-Structural Equation (PLS-SEM) approach. The results revealed a significant impact of cognitive dissonance on intentions to engage in LCT. These findings are important since they support the advantage of using cognitive dissonance theory within the context of LCT. The implications will hopefully spark an interest among academics to develop a sustainable tourism rescue plan and transfer this knowledge to a younger generation. For practitioners, this could be food for fought for organizations that are operating within the field of LCT.

由於個人電腦愈來愈普及，對社會之影響也愈來愈深遠，故有必要對個人電腦消費者 購買動機、購買決策過程、使用情形以及購買後之滿意程度作一探討，以提供企業界 作為其擬定行銷策略之參考。 本研究在文獻探討，主要有三部份，一、市場區隔理論：包含如何選取區隔變數、區 隔市場模式及有效市場區隔之條件。二、生活型態理論：包含生活型態模式以及在行 銷上之應用。三、滿意決定汏素理論：包含認知失調理論（Cognitive Dissonance Theory）、類化理論以及費旭模型（Fishbein Model）。 在研究方法方面，主要應用因素分析（Factor Analysis ）、集群分析（Cluster A- nalysis ）、區別分析（Discriminate Analysis ）、卡方檢定ＡＮＯＶＡ以及數量 化模型Ｉ。 研究結果主要有二： 一、依據生活方式（Life-Style）可將消費者分為五個群體，各個２群體之間在購買 行為變數，如購買動機、資訊來源，以及人口統計變數，如職業有顯著性差異，但某 些項目則無顯著性差異。 二、影響消費者滿意程度之產品屬性，呈現出類似工作滿足理論中之隻因子理論，亦 即對某些產品屬性評價佳，可促成消費者之滿意，但若評價不佳，並不會造成消費者 不滿意；另外有一些產品屬性，若評價佳，並不會促成消費者之滿意，但若評價不佳 ，則會造成消費者之不滿意。

Ce travail doctoral a eu pour but de comprendre le rôle dynamique des moments de différentes intensités et valences perçues aux trois périodes d'une expérience de service (début, milieu, fin) sur la satisfaction globale dans le temps. Une revue de la littérature a été effectuée, s'articulant autour de quatre axes de recherche : l'expérience de service, la satisfaction du client, l'évaluation rétrospective d'une séquence temporelle et la mémoire, combinée alternativement à l'étude qualitative. Notre étude empirique comporte deux phases. Tout d'abord, une étude préalable a été réalisée par la méthode expérimentale en laboratoire comprenant 3 sous pré-tests. L'étude a eu pour but d'identifier 12 événements de services qui constituent ensuite une expérience (un festival) composée de trois périodes dont chacune comprend 4 différents événements (4 moments). L'étude principale a traité de ce festival en contexte réel (trois expérimentations, au Vietnam) en manipulant trois dimensions (saillance, valence et position temporelle de l'événement) avec une mesure longitudinale de la satisfaction globale (immédiatement après l'expérience, trois semaines après et six mois plus tard). Les tests des hypothèses sont réalisés à partir d'ANOVA-mesure répétée, d'équations structurelles, et d'analyse de dominance / This doctoral work attempts to understand the dynamic role of different moments within a service experience having different intensities, valences and existing across different service periods (start, middle, and end) on global satisfaction levels within a longitudinal perspective. The literature review which focuses on four streams: service experience, client satisfaction, retrospective evaluation of a temporal sequence, and memorization, was conducted alongside a qualitative study. It was followed by our empirical study which has two phases. The first phase is the preliminary studies in the laboratory wherein 3 pre-tests were conducted in order to identify 12 different moments of a service experience suitable for enactment in the final study as a real life festival. Moreover, the structure of the festival was also selected from the results of these pre-tests. In the second phase, a real life festival (3 different experiments, in Vietnam) was organized and the three dimensions (intensity, valence and temporal position) of the moments were manipulated. Additionally, a longitudinal measurement of global satisfaction (immediately after the festival, 3 weeks after the festival, 6 months after the festival) was taken. The data was subsequently treated with repeated measures ANOVA, structural equation modeling and dominance analysis. Results show differential effect of the moments on global satisfaction over time depending on the different levels of intensity, valence and temporal position

The overall aim of this thesis is to investigate why history textbooks are used the way they are and to identify possible reasons for the contradictions and dilemmas regarding the role of the textbook in history education. This thesis describes a case study of the history teaching at an upper secondary school class and investigates the attitudes of the pupils, teachers and textbook authors towards history, the teaching of history, textbooks and the use of textbooks. The study also investigates the textbook used in the history class and the attitudes that the authors expose in the textbook. The analyses are based on interviews with the pupils and teacher, the pupils’ responses in a questionnaire, lesson observations, parts of the textbook, and some other teaching materials used in the lessons. In addition to constituting research on attitudes, this study is also linked to cognitive dissonance theory since it highlights dissonance among the attitudes of the teachers, pupils and textbook authors. The study shows that one main dilemma is the fact that the textbook is frequently being used in the classroom, but many pupils find it dull and uninteresting. Other dilemmas are basically explanations for this and are discussed as such. The study also shows that the pupils prefer history lessons that follow certain strategies and that these strategies are only reflected in the textbook to a limited extent. However, these strategies are used to a large extent in the teaching and when other teaching materials are used instead of the textbook. Sometimes the language used in the textbook seems to prevent the pupils from being able to take in the content but they are not given any help to cope with this difficulty. However, the pupils are exposed to other teaching resources, such as films and lectures, which helps them to understand the subject matter and they appreciate such resources more than the textbook. Moreover, the use of this type of learning resources is combined with methodology that is popular among the pupils and they get help from each other and from the teacher when interpreting and working with these resources. The textbook is used primarily individually and some of the pupils find it difficult to understand. In addition, the textbook is used with teaching methodology that the pupils find dull. This could explain why films and lectures are the main focus of the history lessons while the textbook is used primarily as a supplementary factual resource. This may also be a reason why the pupils have a negative attitude towards the textbook.

Holiday air travel behaviors are nowadays a significant issue in relation to climate change and sustainable tourism. Indeed, transportation, and especially air transportation, have a significant role in climate change. Hence, it is important that the tourism industry includes the transportation sector when developing solutions for sustainable tourism. As students are the future main target group of this industry, it is important to understand the reasons behind their choices. Until now, travel behaviors have been explained using single and specific theories, which did not include many factors explaining holiday air travel decisions. In this study, this concern is addressed by combining two theories in relation to behavior formation - the theory of planned behavior and the value-belief-norm theory - in order to understand all motivations and barriers behind students’ holiday air travel behaviors. The analysis of the findings shows that many internal and external factors affect students decisions in regards to flying during holidays, including values, beliefs, social and personal norms, as well as accessibility, country of origin, price, time, distance, and social influence. However, the analysis of the results also demonstrates two gaps between attitudes and behaviors within the student community, which link to the cognitive dissonance theory: an awareness-attitude behavior gap and a contextual gap. The paper argues that while the theory of planned behavior and the value-belief-norm theory can be used simultaneously in order to analyze decisions regarding holiday air transportation, they are not sufficient as these two gaps emerged. The study concludes suggesting destination developers and national governments to take into account the present factors behind students’ decisions in order to develop sustainable destinations.