The purpose of this thesis is to prove that despite consumers' impression that they are alone in deciding their consumption decision they are wrong. Consumers are manipulated on various levels by marketers. It is the marketer who decides what consumer identities should be created. Consumers are persuaded by marketers on different levels beginning with consumers' needs. Marketers begin by appealing to consumer drives, motivations and emotions to persuade their consumers to purchase their brand. On a more in-depth level marketers manipulate consumers by using a variety of human behaviour learning strategies to sway consumers' purchasing decisions. In addition, marketers use various environmental and social-environmental influences to control their consumers. Lastly, a practical example illustrating the multinational corporation Nike is used, to prove that marketers are aware of these different methods and use them to manipulate consumers. In the end of this paper it is very obvious that consumers are easily persuade by marketers. A consumer is only the puppet while the marketer is the puppet string master.

Text in Afrikaans / Die doelstelling van hierdie kwalitatiewe navorsing was om die leerder in die primêre skool, wat ander afknou, se psigiese lewensaktualisering te verken en te beskryf. Om hierdie doelstelling te bereik, is bepaalde doelwitte gestel. Deur middel van ’n literatuurstudie is ondersoek ingestel na die ontwikkeling van die leerder in die middelkinderjare. Voorts is die konsep van afknouery ondersoek, om sodoende ‘n psigiese beeld te kan skep van die leerder wat ander afknou. Projeksiemedia is in drie gevallestudies gebruik om empiriese inligting rakende die doel van die navorsing te bekom. Temas is uit die projeksiemedia geïdentifiseer en teen die bestaande literatuur geverifieer. Tydens die bespreking van die inligting wat uit die projeksiemedia verkry is, is gevolgtrekkings en aanbevelings gemaak. Daar is gepoog om die bevindinge nie te veralgemeen nie, omdat dit ‘n kwalitatiewe studie was. / The aim of this qualitative study was to explore and describe the psychological life actualization of the learner in primary school who bullies others. To achieve this goal, specific objectives were set. The development of the learner in middle childhood was examined by means of a literature investigation. Furthermore, the concept of bullying was investigated, thus creating a psychological image of the learner who bullies others. Projection media were used in three case studies to obtain empirical information regarding the objective of the research. Themes from the projection media were identified and verified against the existing literature. During the discussion of the information acquired from the projection media, conclusions and recommendations were made. An attempt was made not to generalize the findings, because this was a qualitative study. / Psychology of Education / M. Ed. (Voorligting)

Text in Afrikaans / Die doelstelling van hierdie kwalitatiewe navorsing was om die leerder in die primêre skool, wat ander afknou, se psigiese lewensaktualisering te verken en te beskryf. Om hierdie doelstelling te bereik, is bepaalde doelwitte gestel. Deur middel van ’n literatuurstudie is ondersoek ingestel na die ontwikkeling van die leerder in die middelkinderjare. Voorts is die konsep van afknouery ondersoek, om sodoende ‘n psigiese beeld te kan skep van die leerder wat ander afknou. Projeksiemedia is in drie gevallestudies gebruik om empiriese inligting rakende die doel van die navorsing te bekom. Temas is uit die projeksiemedia geïdentifiseer en teen die bestaande literatuur geverifieer. Tydens die bespreking van die inligting wat uit die projeksiemedia verkry is, is gevolgtrekkings en aanbevelings gemaak. Daar is gepoog om die bevindinge nie te veralgemeen nie, omdat dit ‘n kwalitatiewe studie was. / The aim of this qualitative study was to explore and describe the psychological life actualization of the learner in primary school who bullies others. To achieve this goal, specific objectives were set. The development of the learner in middle childhood was examined by means of a literature investigation. Furthermore, the concept of bullying was investigated, thus creating a psychological image of the learner who bullies others. Projection media were used in three case studies to obtain empirical information regarding the objective of the research. Themes from the projection media were identified and verified against the existing literature. During the discussion of the information acquired from the projection media, conclusions and recommendations were made. An attempt was made not to generalize the findings, because this was a qualitative study. / Psychology of Education / M. Ed. (Voorligting)

A child's early years are vital for development. The first few years of life is a period of rapid physical, mental, emotional, social and moral growth and development. This is a time when young children acquire concepts, skills and attitudes that lay the foundation for lifelong learning. During this time, parents are the primary influence on a child’s development and learning. The more parents are involved with their children, the more positive learning and general life outcomes occur. Different factors have been linked to children’s readiness to learn as they enter school. These include family characteristics such as the income level of the child’s household, parent education, and family structure. Other experiences in the home and community also linked to children’s readiness to learn include the quality of their relationships with parents, educational activities at home, and opportunities to participate in recreational or educational activities. Research has shown that poverty in early childhood can prove to be a handicap for life. Studies have revealed that many children under the age of five, living in poverty, annually fail to reach their full cognitive and social potential and do not have the necessary knowledge, skills and attitude to engage effectively in formal schooling once entering Grade 1. In the light of this, parents are in a key position to establish a suitable environment and to provide experiences during the early childhood years, whereby their young children can grow and develop to reach their fullest potential. This study is aimed to determine the way parents from disadvantaged backgrounds perceive their role, in their children’s early development and preparation for school. A selected group of parents of preschool children from disadvantaged communities in an area northeast of Tshwane participated in focus group discussions. Through the information obtained from the study, crucial limitations and needs regarding parenting and school preparation were identified. Based on these findings, the necessity for an effective and helpful parental guidance and intervention programme for these disadvantaged communities were recognized. If parents become more knowledgeable about early childhood development and school readiness, by expanding and improving their parenting skills, they might largely improve the development and learning abilities of their preschool children. It is therefore recommended that this study forms the foundation in the development of an intervention programme, which addresses the needs of these parents and provides support to equip them in their roles, in preparing their preschool children for school. / Early Childhood Education and Development

A child's early years are vital for development. The first few years of life is a period of rapid physical, mental, emotional, social and moral growth and development. This is a time when young children acquire concepts, skills and attitudes that lay the foundation for lifelong learning. During this time, parents are the primary influence on a child’s development and learning. The more parents are involved with their children, the more positive learning and general life outcomes occur. Different factors have been linked to children’s readiness to learn as they enter school. These include family characteristics such as the income level of the child’s household, parent education, and family structure. Other experiences in the home and community also linked to children’s readiness to learn include the quality of their relationships with parents, educational activities at home, and opportunities to participate in recreational or educational activities. Research has shown that poverty in early childhood can prove to be a handicap for life. Studies have revealed that many children under the age of five, living in poverty, annually fail to reach their full cognitive and social potential and do not have the necessary knowledge, skills and attitude to engage effectively in formal schooling once entering Grade 1. In the light of this, parents are in a key position to establish a suitable environment and to provide experiences during the early childhood years, whereby their young children can grow and develop to reach their fullest potential. This study is aimed to determine the way parents from disadvantaged backgrounds perceive their role, in their children’s early development and preparation for school. A selected group of parents of preschool children from disadvantaged communities in an area northeast of Tshwane participated in focus group discussions. Through the information obtained from the study, crucial limitations and needs regarding parenting and school preparation were identified. Based on these findings, the necessity for an effective and helpful parental guidance and intervention programme for these disadvantaged communities were recognized. If parents become more knowledgeable about early childhood development and school readiness, by expanding and improving their parenting skills, they might largely improve the development and learning abilities of their preschool children. It is therefore recommended that this study forms the foundation in the development of an intervention programme, which addresses the needs of these parents and provides support to equip them in their roles, in preparing their preschool children for school. / Early Childhood Education and Development / M. Ed. (Specialisation in Guidance and Counselling)