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OPSOMMING Heteroseksuele interaksie word deur adverteerders in televisieadvertensies aangewend en die doel van die studie was om te bepaal hoe kykers dit ervaar. Data is ingesamel deur `n aantal advertensies aan skoolkinders te vertoon waarna onderhoude gevoer is om vas te stel hoe die kinders die advertensies ervaar het. Daar is van konsepte vanuit die analitiese sielkunde gebruik gemaak om kodes te identifiseer. Die navorser het deur die tegniek van inhoudsontleding die voorkoms van manifestasies van die kontraseksuele komplekse in die onderhoude bestudeer. Daar is bevind dat die erotiese aspekte van die konraseksuele komplekse by voorkeur in die bestudeerde advertensies aangewend is en dat deelnemers daarop gelet het. SUMMARY The purpose of this study was to investigate a style of advertising from the perspective of the Analytical Psychology. The style involves the depiction of a young man and woman in a state of interaction with one another. In an attempt to understand how the viewer experiences this, concepts from the Analytical Psychology of C.G. Jung were used. Jung claimed that the psyche contains constructs which he termed archetypes. Archetypes are ideas and predispositions, organisms are born possessing these. If the theory is correct, it can be assumed that these constructs will influence human behaviour. The archetypes responsible for initiating heterosexual interest are called the anima and the animus. The prevalence of different aspects of these in four television commercials as experienced by participants during interviews was studied by means of content analysis. Sexual manifestations were found to be the most prominently used aspects of the anima and the animus to market the advertised products. / PSYCHOLOGY / MA(SS) (PSYCHOLOGY)

Não respostas são comuns na vida cotidiana, especialmente quando as pessoas interagem em mercados C2C (consumer-to-consumer). Consumidores estão suscetíveis a diferentes desfechos sempre que oferecem algo no mercado ou estabelecem comunicação com outros consumidores e empresas. Às vezes, suas ofertas têm sucesso, às vezes elas são explicitamente rejeitadas, e outras vezes elas ficam no "vácuo". Essa tese defende que não respostas levam as pessoas a reagirem de forma mais intensa do que em respostas negativas, por meio de diferentes processos de atribuição. Cinco estudos em quatro contextos diferentes trazem evidências do efeito e apresentam fatores que influenciam a interpretação e as reações à não resposta. O estudo 1A exibe o efeito da não resposta no contexto de encontros online. Ele mostra que as pessoas estão mais dispostas a mudar quando enfrentam uma não resposta do que uma resposta negativa. O estudo 1B amplia os resultados do primeiro experimento, no entanto, os participantes avaliaram uma situação envolvendo outra pessoa, ao invés de a si próprios. Este estudo também controlou o sexo da pessoa que não recebeu resposta. Além disso, os dois primeiros estudos demonstram que a autoestima modera o efeito de não resposta na intenção comportamental. O estudo 2 replica os resultados dos primeiros estudos, avaliando inferências sobre o comportamento das pessoas imediatamente após respostas negativas e não respostas frente a uma experiência malsucedida de venda de carro online. O estudo 2 revela o papel mediador do interesse percebido sobre a influência da não resposta na intenção comportamental. O estudo 3 força as pessoas a atribuírem responsabilidade pelos resultados de uma tentativa malsucedida de aluguel de casa on-line, mostrando evidências do papel moderador do locus da responsabilidade sobre a intenção comportamental após uma não resposta. Não respostas levam a uma maior atribuição de responsabilidade à outra parte, no entanto, um pedido de desculpas da empresa para a não reposta do consumidor, reverte este efeito. Finalmente, o estudo 4 mostra que o efeito da não resposta desaparece quando o esforço é controlado. Os resultados trazem evidências de que quanto maior o esforço empregado em uma resposta, maior a percepção de interesse e qualidade da oferta. No entanto, a obrigação em responder diminui a percepção de esforço da resposta. Quanto maior esforço percebido, maior a atribuição de interesse. / No-replies are common in everyday life, especially when individuals interact in C2C (consumer-to-consumer) markets. When consumers participate in the marketplace and interact with sellers or other consumers, they may encounter various kinds of outcomes. Sometimes offerings may succeed, while other times they are explicitly declined. But it is also possible that offerings are met with a “cold shoulder”, where no explicit acceptance or rejection response is given. I posit that no-replies lead individuals to stronger attitudinal reactions than negative replies, because of different attributional process. Five studies in four different contexts show evidence of the effect of no-reply and demonstrate factors that influence the interpretation and the reactions after consumers do not receive replies. Study 1A shows the effect of no-reply in the online dating context, that individuals are more willing to react when facing no-reply than a negative reply. Study 1B broaden the results of the first experiment but in a context of speculated reaction from a third party instead of the participant’s own reaction. This study also controlled for gender as a potential factor. These first two studies demonstrate that self-esteem moderates the effect of no-reply on behavioral intentions. Study 2 replicates the results of the first studies, assessing individuals’ attributions and behavior immediately after to the encounter to negative and no-replies in an online car selling scenario. Study 2 reveals the mediating role of attributions on the influence of a no-reply on behavioral intentions. In study 3 participants attribute responsibility for the outcomes of an unsuccessful online house rental, showing evidence for the moderating role of locus of responsibility on behavioral intentions after unreplies. No-replies lead to higher attribution of self-responsibility to the outcome; however, company’s apologies for consumer’s no-reply overturn the effect. Finally, study 4 shows that the effect of no-replies on attributions disappears when perceived effort from the opposite party is low. The results show evidence that the higher effort is employed in replying, the higher perception of interest and quality of the offer. However, the obligation for the effort attenuates the perception of effort. As higher effort is perceived better the attributions to the offer.

OPSOMMING Heteroseksuele interaksie word deur adverteerders in televisieadvertensies aangewend en die doel van die studie was om te bepaal hoe kykers dit ervaar. Data is ingesamel deur `n aantal advertensies aan skoolkinders te vertoon waarna onderhoude gevoer is om vas te stel hoe die kinders die advertensies ervaar het. Daar is van konsepte vanuit die analitiese sielkunde gebruik gemaak om kodes te identifiseer. Die navorser het deur die tegniek van inhoudsontleding die voorkoms van manifestasies van die kontraseksuele komplekse in die onderhoude bestudeer. Daar is bevind dat die erotiese aspekte van die konraseksuele komplekse by voorkeur in die bestudeerde advertensies aangewend is en dat deelnemers daarop gelet het. SUMMARY The purpose of this study was to investigate a style of advertising from the perspective of the Analytical Psychology. The style involves the depiction of a young man and woman in a state of interaction with one another. In an attempt to understand how the viewer experiences this, concepts from the Analytical Psychology of C.G. Jung were used. Jung claimed that the psyche contains constructs which he termed archetypes. Archetypes are ideas and predispositions, organisms are born possessing these. If the theory is correct, it can be assumed that these constructs will influence human behaviour. The archetypes responsible for initiating heterosexual interest are called the anima and the animus. The prevalence of different aspects of these in four television commercials as experienced by participants during interviews was studied by means of content analysis. Sexual manifestations were found to be the most prominently used aspects of the anima and the animus to market the advertised products. / PSYCHOLOGY / MA(SS) (PSYCHOLOGY)

Não respostas são comuns na vida cotidiana, especialmente quando as pessoas interagem em mercados C2C (consumer-to-consumer). Consumidores estão suscetíveis a diferentes desfechos sempre que oferecem algo no mercado ou estabelecem comunicação com outros consumidores e empresas. Às vezes, suas ofertas têm sucesso, às vezes elas são explicitamente rejeitadas, e outras vezes elas ficam no "vácuo". Essa tese defende que não respostas levam as pessoas a reagirem de forma mais intensa do que em respostas negativas, por meio de diferentes processos de atribuição. Cinco estudos em quatro contextos diferentes trazem evidências do efeito e apresentam fatores que influenciam a interpretação e as reações à não resposta. O estudo 1A exibe o efeito da não resposta no contexto de encontros online. Ele mostra que as pessoas estão mais dispostas a mudar quando enfrentam uma não resposta do que uma resposta negativa. O estudo 1B amplia os resultados do primeiro experimento, no entanto, os participantes avaliaram uma situação envolvendo outra pessoa, ao invés de a si próprios. Este estudo também controlou o sexo da pessoa que não recebeu resposta. Além disso, os dois primeiros estudos demonstram que a autoestima modera o efeito de não resposta na intenção comportamental. O estudo 2 replica os resultados dos primeiros estudos, avaliando inferências sobre o comportamento das pessoas imediatamente após respostas negativas e não respostas frente a uma experiência malsucedida de venda de carro online. O estudo 2 revela o papel mediador do interesse percebido sobre a influência da não resposta na intenção comportamental. O estudo 3 força as pessoas a atribuírem responsabilidade pelos resultados de uma tentativa malsucedida de aluguel de casa on-line, mostrando evidências do papel moderador do locus da responsabilidade sobre a intenção comportamental após uma não resposta. Não respostas levam a uma maior atribuição de responsabilidade à outra parte, no entanto, um pedido de desculpas da empresa para a não reposta do consumidor, reverte este efeito. Finalmente, o estudo 4 mostra que o efeito da não resposta desaparece quando o esforço é controlado. Os resultados trazem evidências de que quanto maior o esforço empregado em uma resposta, maior a percepção de interesse e qualidade da oferta. No entanto, a obrigação em responder diminui a percepção de esforço da resposta. Quanto maior esforço percebido, maior a atribuição de interesse. / No-replies are common in everyday life, especially when individuals interact in C2C (consumer-to-consumer) markets. When consumers participate in the marketplace and interact with sellers or other consumers, they may encounter various kinds of outcomes. Sometimes offerings may succeed, while other times they are explicitly declined. But it is also possible that offerings are met with a “cold shoulder”, where no explicit acceptance or rejection response is given. I posit that no-replies lead individuals to stronger attitudinal reactions than negative replies, because of different attributional process. Five studies in four different contexts show evidence of the effect of no-reply and demonstrate factors that influence the interpretation and the reactions after consumers do not receive replies. Study 1A shows the effect of no-reply in the online dating context, that individuals are more willing to react when facing no-reply than a negative reply. Study 1B broaden the results of the first experiment but in a context of speculated reaction from a third party instead of the participant’s own reaction. This study also controlled for gender as a potential factor. These first two studies demonstrate that self-esteem moderates the effect of no-reply on behavioral intentions. Study 2 replicates the results of the first studies, assessing individuals’ attributions and behavior immediately after to the encounter to negative and no-replies in an online car selling scenario. Study 2 reveals the mediating role of attributions on the influence of a no-reply on behavioral intentions. In study 3 participants attribute responsibility for the outcomes of an unsuccessful online house rental, showing evidence for the moderating role of locus of responsibility on behavioral intentions after unreplies. No-replies lead to higher attribution of self-responsibility to the outcome; however, company’s apologies for consumer’s no-reply overturn the effect. Finally, study 4 shows that the effect of no-replies on attributions disappears when perceived effort from the opposite party is low. The results show evidence that the higher effort is employed in replying, the higher perception of interest and quality of the offer. However, the obligation for the effort attenuates the perception of effort. As higher effort is perceived better the attributions to the offer.

Não respostas são comuns na vida cotidiana, especialmente quando as pessoas interagem em mercados C2C (consumer-to-consumer). Consumidores estão suscetíveis a diferentes desfechos sempre que oferecem algo no mercado ou estabelecem comunicação com outros consumidores e empresas. Às vezes, suas ofertas têm sucesso, às vezes elas são explicitamente rejeitadas, e outras vezes elas ficam no "vácuo". Essa tese defende que não respostas levam as pessoas a reagirem de forma mais intensa do que em respostas negativas, por meio de diferentes processos de atribuição. Cinco estudos em quatro contextos diferentes trazem evidências do efeito e apresentam fatores que influenciam a interpretação e as reações à não resposta. O estudo 1A exibe o efeito da não resposta no contexto de encontros online. Ele mostra que as pessoas estão mais dispostas a mudar quando enfrentam uma não resposta do que uma resposta negativa. O estudo 1B amplia os resultados do primeiro experimento, no entanto, os participantes avaliaram uma situação envolvendo outra pessoa, ao invés de a si próprios. Este estudo também controlou o sexo da pessoa que não recebeu resposta. Além disso, os dois primeiros estudos demonstram que a autoestima modera o efeito de não resposta na intenção comportamental. O estudo 2 replica os resultados dos primeiros estudos, avaliando inferências sobre o comportamento das pessoas imediatamente após respostas negativas e não respostas frente a uma experiência malsucedida de venda de carro online. O estudo 2 revela o papel mediador do interesse percebido sobre a influência da não resposta na intenção comportamental. O estudo 3 força as pessoas a atribuírem responsabilidade pelos resultados de uma tentativa malsucedida de aluguel de casa on-line, mostrando evidências do papel moderador do locus da responsabilidade sobre a intenção comportamental após uma não resposta. Não respostas levam a uma maior atribuição de responsabilidade à outra parte, no entanto, um pedido de desculpas da empresa para a não reposta do consumidor, reverte este efeito. Finalmente, o estudo 4 mostra que o efeito da não resposta desaparece quando o esforço é controlado. Os resultados trazem evidências de que quanto maior o esforço empregado em uma resposta, maior a percepção de interesse e qualidade da oferta. No entanto, a obrigação em responder diminui a percepção de esforço da resposta. Quanto maior esforço percebido, maior a atribuição de interesse. / No-replies are common in everyday life, especially when individuals interact in C2C (consumer-to-consumer) markets. When consumers participate in the marketplace and interact with sellers or other consumers, they may encounter various kinds of outcomes. Sometimes offerings may succeed, while other times they are explicitly declined. But it is also possible that offerings are met with a “cold shoulder”, where no explicit acceptance or rejection response is given. I posit that no-replies lead individuals to stronger attitudinal reactions than negative replies, because of different attributional process. Five studies in four different contexts show evidence of the effect of no-reply and demonstrate factors that influence the interpretation and the reactions after consumers do not receive replies. Study 1A shows the effect of no-reply in the online dating context, that individuals are more willing to react when facing no-reply than a negative reply. Study 1B broaden the results of the first experiment but in a context of speculated reaction from a third party instead of the participant’s own reaction. This study also controlled for gender as a potential factor. These first two studies demonstrate that self-esteem moderates the effect of no-reply on behavioral intentions. Study 2 replicates the results of the first studies, assessing individuals’ attributions and behavior immediately after to the encounter to negative and no-replies in an online car selling scenario. Study 2 reveals the mediating role of attributions on the influence of a no-reply on behavioral intentions. In study 3 participants attribute responsibility for the outcomes of an unsuccessful online house rental, showing evidence for the moderating role of locus of responsibility on behavioral intentions after unreplies. No-replies lead to higher attribution of self-responsibility to the outcome; however, company’s apologies for consumer’s no-reply overturn the effect. Finally, study 4 shows that the effect of no-replies on attributions disappears when perceived effort from the opposite party is low. The results show evidence that the higher effort is employed in replying, the higher perception of interest and quality of the offer. However, the obligation for the effort attenuates the perception of effort. As higher effort is perceived better the attributions to the offer.

Objective: To explore consumer attitudes towards generic medication. Methods: A quantitative method was used in this explorative study to assess consumer attitudes towards generic medication. A survey design was utilized. A questionnaire was devised that comprised four sections which assessed attitudes towards generic medication. A Living Standards Measure (LSM) assessed socio-economic status. Convenience sampling resulted in the recruitment of 266 respondents. Statistical analysis of the data included non-parametric (Chi-square and correlation analysis) and parametric statistics (factor analysis, MANOVA and regression analysis). Results: More than half the respondents (54.8%) report preference for original medication over generic medication. A large percentage believes there is a place for generic medication (88.9%). The majority (95%) indicate they would purchase generic medication if it proves to be just as effective as the original product. More respondents (91.2%) trust physician over pharmacist recommendations to purchase generics. More than half the respondents (57.9%) would purchase generic medication if recommended by friends but they trust their family members more (68.6%). The findings indicate that respondents generally hold favourable attitudes towards the efficacy of generic medication despite the fact that slightly more than half prefer original medication. Respondents indicate that pricing and branding influence their attitudes towards generic medication. Chi-square analyses indicated that more men would choose original medication and more women would choose generic medication. Age differences revealed that the older consumer is more likely to choose generic medication. White respondents indicated a preference for generic medication, while Black respondents indicated that they prefer original medication. Middle-class (LSM 5-8) and middle-upper class (LSM 9) respondents prefer generic medication, while upper class (LSM 10) respondents prefer original medication. The correlation analysis found no significant relationship between medical aid status and original or generic medication choice. A principle component factor analysis produced nine factors based on the items in the questionnaire, with only eight factors being subjected to further testing. These eight factors were subjected to a MANOVA and tested against gender and race with no significant differences found between men and women and between Black and White respondents. These eight factors were also subjected to further testing by means of regression analysis where it was found that three of the eight factors were statistically significant. These three factors can be productively explored in future research. Implications: This explorative study focused on consumer attitudes towards generic medication, however, it was identified that the consumer valued their physician’s recommendation for type of medication. For future studies, it would be beneficial to explore medical personnel (physician and pharmacist) attitudes towards generic medication as these individuals play an important role in product choice. Copyright / Dissertation (MA)--University of Pretoria, 2012. / Psychology / unrestricted

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With society's growing concern of the environmental impact that consumerism has today, consumers are more aware than ever of how their consumption habits affect their surroundings. This study is based on the consumer's journey of choosing products based on their environmental impact and the complications of it. The study will examine a subsection of Greenwashing, called Executional Greenwashing, that is used to subconsciously communicate messages about greenery towards the consumer, inferring their decision making. The goal of the research is to provide an understanding of how consumers react to Fast-Moving Consumer Goods advertisements containing Executional Greenwashing elements and what factors influence their reaction. The study uses primary and secondary data together with conducted interviews to examine how the use of Executional Greenwashing affects consumers' emotions towards advertisements containing these elements. The findings reveal how knowledge and expertise are the main factors to influence how consumers react to Executionally Greenwashed advertisement. The study also provides a conceptual model based on the findings to explain what emotions are affected in consumers. Consumers and researchers can use these findings to gain a further understanding of the effects of Executional Greenwashing and continue upon this research to achieve a complete understanding.

Timing is everything. There are ideal times for essentially in everything we do. Every day we face questions of timing, but we have limited guiding principles to answer those questions. There is a science behind ‘when we buy’ and the advance ticket sales market provides a ripe laboratory for research. Consumer’s deal with myriads of uncertainty finding the ideal time to book that vacation they have been long time waiting for. Prices change daily based on real time demand and the information asymmetry between buyers and sellers further complicates this problem for consumers as decisional agents. Given this emerging research opportunity, this dissertation conducts a series of experimental studies to examine the underlying process consumers undergo when booking and purchasing sporting event tickets. Study 1 begins exploring two key decisional factors (sellout risk and opportunity cost) consumers use to guide their temporal choice under uncertainty. A selective attention bias was elicited where sport fans and casual consumers placed subjective weighted values on these uncertainty cues. Study 2 further examines distinct biases in temporal choice due to emotion and motivation of consumers. The study found that consumers with higher involvement led to the belief to find better priced deal in the future which was mediated by their overconfidence. Lastly, Study 3 examines the boundary conditions and tests how the information frame and structure of the environment can further influence consumer’s booking and purchase decision. The empirical findings from the dissertation highlight the importance of consumer’s decisional biases in inter-temporal choice and provides theoretical and practical implications for both marketing and pricing research. Unlike normative assumptions of rationality, the studies find that there is no one size fit all optimal decision model on whether to wait or purchase. The optimization strategy of temporal choice ultimately lies within the interaction between the individual and how they cope with uncertainty cues in their surrounding purchase environment. / Tourism and Sport