Analyzing the relationship between the visual imagery used in music videos, and the sexual cognition of viewers. Sexual cognition is the awareness of one's own sexual behavior, and its implications. The visual content of music videos was analyzed focusing only on the imagery used. The Heterosexual Script (Jhally, 2007) in particular is observed in most music videos, highlighting the sexual objectification of women and the dominant role of males. The direction of causality between the visual imagery and sexual cognitions can only be speculated using a number of theories, namely cognitive dissonance (Festinger, 1957), cultivation theory (Gerbner et al., 1994), Objectification theory (Fredrickson & Roberts, 1997), Social Learning theory (Bandura, 2001; 2002), and that of semantic constructs. Significant results would suggest that music videos have the potential to alter an individual's sexual cognitions, which may lead to riskier sexual behavior and negative views of women sexually.

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Family policies are a recognised instrument to improve gender equality by encouraging fathers to increase their participation in the private sphere. Previous research has found that attitudes about how paid and unpaid labour should be divided between partners differ between countries by varied support for traditional male breadwinner models and sharing models. On the other hand, behavioural studies have found that parenthood tends to modify gender relations by making them more traditional. This study aims to analyse if there are similar differences in attitudes between parents and individuals without children or if there is a dissonance between behaviour and attitudes. The importance of institutional context is taken into account by comparing these groups in an egalitarian and traditional policy context. The analytical strategy includes using quantitative data from the International Social Survey Programme from 2012, comprising 5385 respondents from Norway, Sweden, Germany and Poland. The association between attitudes about the division of paid and unpaid work and parenthood is analysed by applying multiple linear regression. The results are that parenting has a conservative effect on attitudes in a traditional policy context as parents with small children have a lower probability of egalitarian attitudes. In the egalitarian policy context, no such differences are found. Instead, gender seems to partly modify the association between parenthood and attitudes as mothers with toddlers have a higher probability of egalitarian attitudes than fathers with children between school age and 17 years old. Therefore, institutional contexts seem highly relevant for attitudes about the gendered division of labour. In the traditional policy context, institutional structures and norms seem to result in individuals correcting a discrepancy between attitudes and behaviour to reduce dissonance. On the other hand, the findings in the egalitarian countries point to contextual mechanisms which allow a dissonance between attitudes and behaviour to exist without individuals needing to correct the inconsistency.

This study investigates the intricate relationship between environmental knowledge (EK), adoption barriers, and sustainable consumption (SC) behavior among young adults in Sweden. Utilizing cognitive dissonance theory (CDT) as a framework, the research aims to explain the mechanisms behind the intention-behavior gap in sustainable consumption. The Moderated Multiple Regression (MMR) analysis of survey data reveals a significant positive association between environmental knowledge and sustainable consumption behavior, with income level moderating this relationship – individuals with lower-income face barriers to sustainable consumption despite their knowledge.  Although product availability and psychological factors (control/self-efficacy) were not significant moderators, their importance in shaping sustainable consumption choices is highlighted, emphasizing the complexity of barriers. The study also finds that sustainable consumption behavior moderates the relationship between environmental knowledge and cognitive dissonance (CD), suggesting that aligning actions with knowledge reduces psychological discomfort. This research provides valuable insights for developing interventions to promote sustainable consumption among young adults in Sweden. Despite these insights, the persistence of the intention-behavior gap calls for further investigation.

With the rapid growth of mobile commerce (m-commerce), understanding consumer behaviour in online shopping contexts has become increasingly vital for marketers and retailers. This study examines the influence of product recommendations on consumers' impulse buying behaviour and post-purchase emotions within m-commerce. Employing a quantitative survey method, the study investigates the experiences and perceptions of Swedish online shoppers.  The findings reveal significant insights into how product recommendations impact impulse buying behaviour. Specifically, product recommendations are primarily driven by hedonic motives. However, the relationship between impulse buying and post-purchase emotions is complex, with varied emotional responses observed. While some consumers experience heightened satisfaction, others grapple with feelings of dissatisfaction or regret. The interplay between hedonic and utilitarian motivations, alongside cognitive processes like cognitive dissonance, further complicates the picture. Contrary to expectations, neither hedonic nor utilitarian motives significantly correlate with post-purchase emotions, highlighting the influence of economic considerations and cognitive processes. The study underscores the multifaceted nature of consumer emotions and behaviours in online shopping contexts, emphasising the importance of considering internal and external factors. This study contributes theoretical and practical insights into consumer behaviour in online shopping while paving the way for future research endeavours in understanding the complexities of impulse buying and post-purchase emotions in m-commerce.

The growth of the ecotourism industry has resulted in increased demand for ecotourism and, consequently, the demand for one of the most renowned ecotourism destinations in South Africa, the Kruger National Park. Eco-tourists are highly educated and expect information-rich experiences which can be addressed with interpretation services. Previous studies indicated that the Kruger National Park‟s management neglects the importance of interpretation and, thus, the expectations of interpretation services exceeded the actual experience thereof. Additionally, the Kruger National Park is faced with a decline in public funding and consequently shifted their focus to ecotourism management to support successful conservation management of the park. Interpretation, however is not only considered to be an important educational tool that addresses visitors‟ expectations for educational services, but also contributes to national parks‟ conservation mandate since it influences visitors‟ behaviour to be more in line with respect for the environment, philanthropic support for conservation and general environmental behaviour. Clearly the Kruger National Park should address interpretation services with the aim of addressing visitor expectations but also to contribute to conservation management. The aim of this study is therefore to develop an interpretation framework for the Kruger National Park. To achieve this aim, this study made use of a self-administered questionnaire which was distributed in the southern and northern regions of the park during December 2011 and June 2012 respectively. Only one questionnaire per travelling group was distributed and resulted in 855 completed questionnaires for this study. Furthermore, the aim of the study was realised by means of several objectives. The first objective was to conduct a thorough literature analysis on the components, theories and goals related to interpretation within ecotourism related products. This was accomplished in Chapter 2 and provided a conceptual framework which was tested in the subsequent chapters to provide an interpretation framework for the Kruger National Park. The second objective explored all the methodological considerations for the subsequent chapters (i.e. articles). Due to the limited space available in the articles, Chapter 3 provided additional information or methodological considerations not captured in the articles of the study. The third objective of this study determined the interpretation expectations and experiences of visitors to the Kruger National Park. This was done in Chapter 4 of the study. Factor analyses revealed visitors‟ expected and experienced interpretation services and compared these factors by means of paired sample t-tests for the park as a whole as well as between the northern and southern regions of the park. The results revealed that there is a gap between visitors‟ expectations and experiences with interpretation services of the park, however, there are no significant differences between the northern and southern regions‟ interpretation services. In addition to determining the visitors‟ expectations and experiences with the Kruger National Park‟s interpretation services; the fourth objective determined market segments for the Kruger National Park based on expected interpretation services. This was accomplished in Chapter 5 of the study by means of cluster analyses (i.e. hierarchical and non-hierarchical) that revealed four distinct markets (i.e. Inquisitive, Eager, Comfort and Quasi-interested seekers). A factor analysis also determined several motivations for visitors to visit the Kruger National Park and by means of ANOVAs and Chi-square analyses, the differences between the market segments based on socio-demographic and behavioural characteristics as well as motivations, expected and experienced interpretation services were determined. The fifth objective of this study determined whether the Kruger National Park‟s interpretation services have an impact on the visitors‟ behaviour to be more in line with the park‟s conservation practices and was accomplished in Chapter 6. This chapter made use of structural equation modelling to determine the multiple relationships between expected interpretation services as well as attitudes and behaviour. Results revealed that visitors to the Kruger National Park are inclined towards positive attitudes towards conservation practices but that the current interpretation services influenced the attitudes as well as the behaviour of visitors negatively and needs to be addressed. Lastly, the results of this research suggest several recommendations for the Kruger National Park as explained in Chapter 7 of this study. Clearly the Kruger National Park needs to address the gap between interpretation expectations and experiences by planning for interpretation in the form of a policy or strategy. The interpretation policy or strategy should also be re-evaluated and amended periodically since visitor‟s needs and markets change. An interpretation framework is presented for the Kruger National Park based on the results of this study to address the current dilemmas of the park in terms of interpretation. Not only did this study provide practical contributions to the Kruger National Park but made several distinct contributions. An interpretation framework was developed that can not only assist the Kruger National Park but which also contributes to the body of knowledge on the topic and can also assist other ecotourism destinations in the same position as the Kruger National Park. This study also confirmed a general classification of interpretation services as well as suggested interpretation typologies that can be used for future ecotourism research. Since there was no guideline available to segment interpretation visitors, this study also made a methodological contribution by proving that expected interpretation can be a viable segmentation base and that the selection of a variable should be based on statistical calculations. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

The growth of the ecotourism industry has resulted in increased demand for ecotourism and, consequently, the demand for one of the most renowned ecotourism destinations in South Africa, the Kruger National Park. Eco-tourists are highly educated and expect information-rich experiences which can be addressed with interpretation services. Previous studies indicated that the Kruger National Park‟s management neglects the importance of interpretation and, thus, the expectations of interpretation services exceeded the actual experience thereof. Additionally, the Kruger National Park is faced with a decline in public funding and consequently shifted their focus to ecotourism management to support successful conservation management of the park. Interpretation, however is not only considered to be an important educational tool that addresses visitors‟ expectations for educational services, but also contributes to national parks‟ conservation mandate since it influences visitors‟ behaviour to be more in line with respect for the environment, philanthropic support for conservation and general environmental behaviour. Clearly the Kruger National Park should address interpretation services with the aim of addressing visitor expectations but also to contribute to conservation management. The aim of this study is therefore to develop an interpretation framework for the Kruger National Park. To achieve this aim, this study made use of a self-administered questionnaire which was distributed in the southern and northern regions of the park during December 2011 and June 2012 respectively. Only one questionnaire per travelling group was distributed and resulted in 855 completed questionnaires for this study. Furthermore, the aim of the study was realised by means of several objectives. The first objective was to conduct a thorough literature analysis on the components, theories and goals related to interpretation within ecotourism related products. This was accomplished in Chapter 2 and provided a conceptual framework which was tested in the subsequent chapters to provide an interpretation framework for the Kruger National Park. The second objective explored all the methodological considerations for the subsequent chapters (i.e. articles). Due to the limited space available in the articles, Chapter 3 provided additional information or methodological considerations not captured in the articles of the study. The third objective of this study determined the interpretation expectations and experiences of visitors to the Kruger National Park. This was done in Chapter 4 of the study. Factor analyses revealed visitors‟ expected and experienced interpretation services and compared these factors by means of paired sample t-tests for the park as a whole as well as between the northern and southern regions of the park. The results revealed that there is a gap between visitors‟ expectations and experiences with interpretation services of the park, however, there are no significant differences between the northern and southern regions‟ interpretation services. In addition to determining the visitors‟ expectations and experiences with the Kruger National Park‟s interpretation services; the fourth objective determined market segments for the Kruger National Park based on expected interpretation services. This was accomplished in Chapter 5 of the study by means of cluster analyses (i.e. hierarchical and non-hierarchical) that revealed four distinct markets (i.e. Inquisitive, Eager, Comfort and Quasi-interested seekers). A factor analysis also determined several motivations for visitors to visit the Kruger National Park and by means of ANOVAs and Chi-square analyses, the differences between the market segments based on socio-demographic and behavioural characteristics as well as motivations, expected and experienced interpretation services were determined. The fifth objective of this study determined whether the Kruger National Park‟s interpretation services have an impact on the visitors‟ behaviour to be more in line with the park‟s conservation practices and was accomplished in Chapter 6. This chapter made use of structural equation modelling to determine the multiple relationships between expected interpretation services as well as attitudes and behaviour. Results revealed that visitors to the Kruger National Park are inclined towards positive attitudes towards conservation practices but that the current interpretation services influenced the attitudes as well as the behaviour of visitors negatively and needs to be addressed. Lastly, the results of this research suggest several recommendations for the Kruger National Park as explained in Chapter 7 of this study. Clearly the Kruger National Park needs to address the gap between interpretation expectations and experiences by planning for interpretation in the form of a policy or strategy. The interpretation policy or strategy should also be re-evaluated and amended periodically since visitor‟s needs and markets change. An interpretation framework is presented for the Kruger National Park based on the results of this study to address the current dilemmas of the park in terms of interpretation. Not only did this study provide practical contributions to the Kruger National Park but made several distinct contributions. An interpretation framework was developed that can not only assist the Kruger National Park but which also contributes to the body of knowledge on the topic and can also assist other ecotourism destinations in the same position as the Kruger National Park. This study also confirmed a general classification of interpretation services as well as suggested interpretation typologies that can be used for future ecotourism research. Since there was no guideline available to segment interpretation visitors, this study also made a methodological contribution by proving that expected interpretation can be a viable segmentation base and that the selection of a variable should be based on statistical calculations. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 x, 164 leaves / According to postpurchase behaviour theory, there is a tendency for individuals to seek consistency among their cognitions (i.e., beliefs, opinions). When an inconsistency between attitudes or behaviours (dissonance) occurs, some change must be made in order to eliminate this behaviour. In the case of a discrepancy between attitudes and behaviour, it is most likely that the attitude will change to accommodate the behaviour. The objective of this study is to determine the extent of post purchase behaviour amongst tertiary students, with specific reference to the Durban University of Technology.

This study explored the transformation of a teacher’s math identity. The researcher used narrative inquiry to live alongside the participant (Clandinin, 2013) as she experienced teaching in a pedagogically courageous way to make math meaningful to her students. Along the way the participant experienced cognitive dissonance but through intense collaborative professional reflection she persevered and evolved. The study addressed the questions: What factors influence a teacher’s motivation to grow and to make math meaningful to their students? What factors influence a teacher to commit to lifelong learning in math? Four themes emerged through the observations, journals, and reflective conversations including sharing of interim texts and the final narrative. The importance of the relationship with the researcher/coach, the trust that the participant had in the coach, the process, and herself, her desire for balance in her teaching life, and her improved sense efficacy led to her transformed math identity. / February 2017

Disordered eating, including bingeing, dieting, purging, and clinical and subclinical forms of anorexia nervosa, bulimia nervosa, and binge eating disorder, is prevalent among college-aged women. To date, few interventions have successfully reduced risk factors related to disordered eating. One promising intervention utilizes principles of cognitive dissonance to reduce thin-ideal internalization among women at risk for eating disorders. Additionally, the benefits of yoga, including increased awareness of bodily processes, offer hope that this practice might reduce disordered eating symptomatology. The current study compared cognitive dissonance and yoga interventions for disordered eating attitudes and behaviors. Hierarchical regression analyses revealed that there were no significant differences between the yoga and control groups. However, participants in the dissonance group had significantly lower scores than both other groups on measures of disordered eating symptoms as well as thin-ideal internalization, body dissatisfaction, alexithymia, and anxiety. These findings have important implications for potential interventions on college campuses.