Spelling suggestions: "subject:"ethnopsychology - south africa."" "subject:"ethnopsychology - south affrica.""
1 |
An archaeology of psychological knowledge as technology of power in AfricaBakker, T. M. (Therese Marié) 01 1900 (has links)
The relevance of psychology in Africa is increasingly debated by psychologists. The
subject stands accused of continuing a colonial tradition of oppression through its Eurocentrism
and failure to attend to the needs of African societies. The relevance debate raises questions
around the relationship between power, knowledge, psychology, and African history. This study
attempts to excavate the conditions of possibility of the debate, by construing an archaeology of
psychological knowledge as technology of power in the African context. It assumes a constructivist
stance, employs textual and narrative analogies, and follows Foucault's conceptualisation of the
relation between power and knowledge.
Five strata of knowledge emerging historically in Africa, each embodying distinctive approaches to
knowledge, are described: Indigenous African knowledge, African Islamic knowledge, African
Christianity, knowledges of Enlightenment, and knowledges of resistance. These knowledges, their
psychological dimensions, as well as the circulation of power within
and between them, are explored, and historical processes of subjugation and resistance
highlighted. Western psychology, as technology of modern power, is situated within modernism and
the narratives ofEnlightenment, which also provided the conditions of possibility of colonialism.
The dominant narratives of relevance are related to those of African resistance and the limitations
of psychology are conceptualised in terms of those pertaining to modernism. Possible postmodern
avenues to the liberation of both psychology and its subjects, that are relevant to African
contexts, are suggested. / Psychology / D. Litt. et Phil. (Psychology)
|
2 |
An archaeology of psychological knowledge as technology of power in AfricaBakker, T. M. (Therese Marié) 01 1900 (has links)
The relevance of psychology in Africa is increasingly debated by psychologists. The
subject stands accused of continuing a colonial tradition of oppression through its Eurocentrism
and failure to attend to the needs of African societies. The relevance debate raises questions
around the relationship between power, knowledge, psychology, and African history. This study
attempts to excavate the conditions of possibility of the debate, by construing an archaeology of
psychological knowledge as technology of power in the African context. It assumes a constructivist
stance, employs textual and narrative analogies, and follows Foucault's conceptualisation of the
relation between power and knowledge.
Five strata of knowledge emerging historically in Africa, each embodying distinctive approaches to
knowledge, are described: Indigenous African knowledge, African Islamic knowledge, African
Christianity, knowledges of Enlightenment, and knowledges of resistance. These knowledges, their
psychological dimensions, as well as the circulation of power within
and between them, are explored, and historical processes of subjugation and resistance
highlighted. Western psychology, as technology of modern power, is situated within modernism and
the narratives ofEnlightenment, which also provided the conditions of possibility of colonialism.
The dominant narratives of relevance are related to those of African resistance and the limitations
of psychology are conceptualised in terms of those pertaining to modernism. Possible postmodern
avenues to the liberation of both psychology and its subjects, that are relevant to African
contexts, are suggested. / Psychology / D. Litt. et Phil. (Psychology)
|
3 |
South African Myers-Briggs type distribution : a comparative study.De Beer, Johanna 14 August 2012 (has links)
D.Litt. et Phil. / South Africa is a country in transition where the development of people is a primary focus. The Myers-Briggs Type Indicator® (MBTI®) is a valuable instrument to use for such a purpose. The applicability, use and popularity of the MBTI® in Southern Africa has outstripped research using the instrument on the African continent. This study serves to provide base line research on type distribution patterns found amongst different language, age and gender groups within the South African culture. The research also has as an important focus the assessment of similarities and differences found in South African and USA type distribution data. A total of 6 452 South African MBTI® profiles is used in this study. This represents males and females from a broad segment of society and industry. The database consists mainly of adults, both working and non-working. The profiles represent individuals ranging from 17 to 70 years of age. The study discusses the following international analyses : RSA type distribution compared to a representative USA sample; RSA White type distribution compared to a representative USA White sample; and RSA Black type distribution compared to a representative USA African-American sample. The study discusses the following national analyses : type distribution of the Afrikaans speaking compared to English speaking group; type distribution of the Afrikaans speaking compared to Indigenous languages group; and type distribution of the English speaking compared to Indigenous languages group. The study discusses the following national comparison of language and gender groups : type distribution of Afrikaans speaking females compared to Afrikaans speaking males; type distribution of English speaking females compared to English speaking males; and type distribution of Indigenous language speaking females compared to males of the Indigenous languages group. The study discusses the following national comparison of age groups : type distribution of females aged 20-29 compared to females aged 50-59 years; and type distribution of males aged 20-29 compared to males aged 50-59 years. Results indicate similarities and differences in both the international and national comparisons. Similarities and differences are discussed in detail in terms of MBTI® attitudes, functions, functional pairs, whole types, temperament and dynamics of type. The South African type distribution results are related to the theories of national cultures formulated by Hofstede (1991), Lessem (1993) and Trompenaars (1993). The concept of UBUNTU, as a significant cultural force (Mbigi, 1997) is interpreted within the perspective of the unique type distribution results of the South African Indigenous Languages group.
|
4 |
Gebruik van die ontwikkelingsgefasiliteerde groepmodel vir egskeidingsgetraumatiseerde adolessenteJakobsen, Marikje 06 1900 (has links)
Text in Afrikaans / Die Ontwikkelingsgefasiliteerde Groepmodel (OFG-model) is vir die doeleindes van hierdie navorsingstudie aangepas vir adolessente tussen die ouderdom van vyftien en agtien jaar. Die model is gebruik om die betekenisgewing, belewing en die betrokkenheid van 'n groep adolessente wat egskeidingsgetraumatiseerd is te ondersoek. 'n Literatuurstudie is onderneem waarin groepterapie, multikulturele terapie, die adolessent en egskeiding, en die konsepte betekenisgewing, belewing en betrokkenheid nagevors is. 'n Empiriese studie in die vorm van twaalf terapie sassies om die betekenisgewing,belewing, betrokkenheid van die adolessente te ondersoek, is onderneem. Die navorser stel ook vas hoe die proses van terapie met 'n groep multikulturele adolessente verloop. 'n Beplanning van die terapie sessies is gedoen. Ten einde die vertroubaarheid
van die navorsing te bepaal, is Guba se model van vertroubaarheid toegepas. Die empiriese studie toon aan dat die Ontwikkelingsgefasiliteerde Groepmodel, terapeuties met sukses gebruik kan word met 'n groep
multikulturele adolessente. Die betekenisgewing, belewing, betrokkenheid en die selfkonsep van egskeidingsgetraumatiseerde adolessente kan op die wyse ondersoek word. / The Developmental Facilitation Group Model (DFG-Model) was adapted for the purposes of this research study for adolescents between fifteen and eighteen years of age. The model was used to examine the meaning,
experience, and involvement of a group of adolescents traumatised by divorce. A literature study was undertaken to research group therapy, multicultural therapy, the adolescent and divorce and the concepts of meaning,
experience, and involvement. An empirical study in the form of twelve therapeutic sessions was undertaken to examine the meaning, experience, and involvement of the adolescents. The researcher also determined how the
process of therapy evolved with a group of multicultural adolescents. The therapeutic sessions were planned. To determine the reliability of the research, Guba's model for reliability was applied. The empirical study shows
that the Developmental Facilitation Group Model can be used successfully with a group of multicultural adolescents. The meaning, experience, involvement and self-concept of the adolescents traumatised by divorce can be determined in this way. / Psychology of Education / M. Ed. (Voorligting)
|
5 |
Gebruik van die ontwikkelingsgefasiliteerde groepmodel vir egskeidingsgetraumatiseerde adolessenteJakobsen, Marikje 06 1900 (has links)
Text in Afrikaans / Die Ontwikkelingsgefasiliteerde Groepmodel (OFG-model) is vir die doeleindes van hierdie navorsingstudie aangepas vir adolessente tussen die ouderdom van vyftien en agtien jaar. Die model is gebruik om die betekenisgewing, belewing en die betrokkenheid van 'n groep adolessente wat egskeidingsgetraumatiseerd is te ondersoek. 'n Literatuurstudie is onderneem waarin groepterapie, multikulturele terapie, die adolessent en egskeiding, en die konsepte betekenisgewing, belewing en betrokkenheid nagevors is. 'n Empiriese studie in die vorm van twaalf terapie sassies om die betekenisgewing,belewing, betrokkenheid van die adolessente te ondersoek, is onderneem. Die navorser stel ook vas hoe die proses van terapie met 'n groep multikulturele adolessente verloop. 'n Beplanning van die terapie sessies is gedoen. Ten einde die vertroubaarheid
van die navorsing te bepaal, is Guba se model van vertroubaarheid toegepas. Die empiriese studie toon aan dat die Ontwikkelingsgefasiliteerde Groepmodel, terapeuties met sukses gebruik kan word met 'n groep
multikulturele adolessente. Die betekenisgewing, belewing, betrokkenheid en die selfkonsep van egskeidingsgetraumatiseerde adolessente kan op die wyse ondersoek word. / The Developmental Facilitation Group Model (DFG-Model) was adapted for the purposes of this research study for adolescents between fifteen and eighteen years of age. The model was used to examine the meaning,
experience, and involvement of a group of adolescents traumatised by divorce. A literature study was undertaken to research group therapy, multicultural therapy, the adolescent and divorce and the concepts of meaning,
experience, and involvement. An empirical study in the form of twelve therapeutic sessions was undertaken to examine the meaning, experience, and involvement of the adolescents. The researcher also determined how the
process of therapy evolved with a group of multicultural adolescents. The therapeutic sessions were planned. To determine the reliability of the research, Guba's model for reliability was applied. The empirical study shows
that the Developmental Facilitation Group Model can be used successfully with a group of multicultural adolescents. The meaning, experience, involvement and self-concept of the adolescents traumatised by divorce can be determined in this way. / Psychology of Education / M. Ed. (Voorligting)
|
6 |
Morele ontwikkeling tydens adolessensie : 'n tussenkulturele studieFerns, Ilse, 1961- 11 1900 (has links)
Afrikaans text / Die vlak van morele ontwikkeling van wit A:frikaanssprekende, wit Engelssprekende,
swart Sotbosprekende, swart Xhosasprekende en swart Zoeloesprekende adolessente seuns en
meisies in vroee, middel- en laatadolessensie (12-19 jaar) in Suid-Afrika is afsonderlik,
tussenkultureel en vir geslagsverskille asook ouderdomsverskille ondersoek. Moontlike verbande
tussen genoemde groepe se vlak van morele ontwikkeling, stedelike/plattelandse woonomgewing,
vlak: van identiteitsontwikkeling en lokus van kontrole-orientasie is ondersoek vir kultuur- en
geslagsverskille.
Wit en swart adolessente redeneer nie in dieselfde mate op die verskillende stadia van morele
ontwikkeling nie en bulle openbaar oak verskillende morele ontwikkelingspatrone. Swart adolessente
funksioneer betekenisvol meer as wit adolessente op laer stadia van morele redenering terwyl wit
adolessente betekenisvol meer as swart adolessente op boer stadia van morele redenering
funksioneer. Wit adolessente toon 'n morele ontwikkelings patroon ooreenkomstig Westerse waardes en norme wat ooreenstem met Kohlberg se
teorie. Swart adolessente toon 'n andersoortige morele ontwikkelingpatroon wat nie ooreenstem
met Kohlberg se teorie nie. Met betrekking tot die wit adolessente groep bereik meisies
betekenisvolle boer stadia van morele ontwikkeling as seuns. Wat swart adolessente seuns en
meisies betreis geen betekenisvolle geslagsverskille ten opsigte van vlak van morele redenering
gevind nie. Morele ontwikkeling verloop ooreenkomstig ouderdom in stadia volgens 'n spesifieke
patroon. Jonger adolessente funksioneer in 'n grater mate op laer stadia van morele redenering
as ouer adolessente terwyl ouer adolessente meer tekens van boer stadia van morele redenering
as jonger adolessente toon. Verskille in die morele ontwikkeling van adolessente seuns wat uit 'n
stedelike omgewing kom en die wat op die platteland woon bet nie voorgekom nie. Stedelike
adolessente meisies funksioneer in 'n grater mate as plattelandse adolessente meisies op boer
vlakke van morele ontwikkeling.
Ten opsigte van wit adolessente het 'n betekenisvolle verband tussen vlak van morele
ontwikkeling en vlak van identiteitsontwikkeling voorgekom. By swart adolessente is sodanige
verband nie gevind nie. Geen verband tussen vlak van morele ontwikkeling en lokus van
kontrole-orientasie vir wit en swart adolessente in Suid-Afrika is aangetoon nie.
Die bevindings is verklaar aan die hand van verskillende tipes sosialisering, sosiokulturele
faktore, kultuur-historiese aspekte en adolessente se ontwikkelingkenmerke. / The level of moral development of white Afrikaans speaking, white English speaking, black Sotho
speaking, black Xhosa speaking and black Zulu speaking adolescent boys and girls in early, middle
and late adolescence {12-19 years) in South Africa was investigated separately, cross-culturally
and with regard to gender differences and age differences. Possible relationships between level of
moral development and urban/country living environments, level of identity development and locus of
control orientation for the above mentioned groups were also investigated for cultural and gender
differences.
White and black adolescents do not reason to the same extent at different stages of moral
development and they exhibit different moral developmental patterns. Black adolescents function
significantly more than white adolescents at lower stages of moral reasoning while white
adolescents function significantly more than black adolescents at higher stages of moral reasoning.
White adolescents reveal a moral developmental pattern in line with
Western values and norms which corresponds with Kohlberg's theory. Black adolescents
reveal a different moral developmental pattern which does not correspond with Kohlberg's theory.
With regard to the white adolescent group, girls reach significantly higher stages of moral
development than boys. With regard to black adolescent boys and girls, no significant gender
differences in level of moral reasoning were found. Moral development takes place in accordance
with age in stages according to a specific pattern. Younger adolescents function more at lower
moral reasoning stages than older adolescents while older adolescents display more signs of
higher moral reasoning stages than younger adolescents. No differences in the moral development of
adolescent boys who come from urban environments and those from country districts were found.
Girls from urban environments function significantly more than girls from country districts at
higher levels of moral development.
A significant relationship was found between level of moral development and level of identity
development for white adolesceJJtS. No such relationship was found for black
adolescents. No relationship between level of moral development and locus of control
orientation for white and black adolescents in South Africa was found.
The findings were considered in relation to different types of socialisation, socio-cultural
factors, culture-historical aspects and adolescent developmental characteristics. / Psychology / D.Litt. et Phil. (Sielkunde)
|
7 |
Attitude and empathy generalisation as mediators of the secondary transfer effect amongst white South African students at Stellenbosch UniversityDe Beer, Hannari 03 1900 (has links)
Thesis (MA)--Stellenbosch University, 2015 / ENGLISH ABSTRACT : Intergroup contact has proven to be one of the most effective ways to reduce prejudice and improve attitudes towards an outgroup (e.g., Allport, 1954; Pettigrew & Tropp, 2006). The present study investigated the extent to which positive intergroup contact (namely cross-group friendships) with coloured South African students are associated with positive attitudes towards not only coloured South Africans in general (the primary outgroup), but also towards black (African) South Africans in general (a secondary outgroup). As such, the present study focused on testing the secondary transfer effect of intergroup contact (Lolliot et al., 2013; Pettigrew, 2009). A quantitative, cross-sectional design was used to explore the secondary transfer effect of intergroup contact via the processes of empathy and attitude generalisation. Data were collected amongst white South African students at Stellenbosch University (N = 551), via an electronic survey. The findings from the present study show that cross-group friendships with coloured South African students (primary outgroup) positively and significantly predicted more positive attitudes towards coloured South Africans in general, and that these effects generalised towards black (African) South Africans in general (secondary outgroup), after controlling for general contact with this secondary outgroup. These findings support the secondary transfer effect of contact. Moreover, the results show that the secondary transfer effect occurs via the processes of empathy and attitude generalisation. This research contributes to the relatively sparse body of literature exploring the secondary transfer effect and the underlying processes mediating this effect. Knowing how positive attitudes generalise from one outgroup to other outgroups could offer practical means for shaping intergroup contact interventions that aim to reduce prejudice and improve intergroup relations, especially in the post-conflict South African context. / AFRIKAANSE OPSOMMING : Daar is bewys dat intergroep kontak een van die doeltreffendste maniere is om vooroordeel te verminder en houdings teenoor 'n uitgroep te verbeter (b.v., Allport, 1954; Pettigrew & Tropp, 2006). Die huidige studie ondersoek tot watter mate positiewe intergroep kontak (naamlik kruis-groep vriendskappe) met bruin/kleurling Suid-Afrikaanse studente verband hou met positiewe houdings nie net teenoor bruin/kleurling Suid-Afrikaners oor die algemeen nie (die primêre uitgroep), maar ook teenoor swart Suid-Afrikaners in die algemeen (‘n sekondêre uitgroep). Na aanleiding hiervan fokus die huidige studie om die sekondêre oordrag effek van intergroep kontak te toets (Lolliot et al., 2013; Pettigrew, 2009). 'n Kwantitatiewe, deursnee-ontwerp was gebruik om die sekondêre oordrag effek van intergroep kontak te verken, via die prosesse van empatie- en houding-veralgemening. Die data was onder wit Suid-Afrikaanse studente by Stellenbosch Universiteit (N = 551) ingesamel deur middel van ‘n elektroniese vraelys. Die bevindinge van die huidige studie toon dat kruis-groep vriendskappe met bruin/kleurling Suid-Afrikaanse studente (primêre uitgroep) positief en beduidend meer positiewe houdings teenoor bruin/kleurling Suid-Afrikaners in die algemeen voorspel en dat hierdie effekte veralgemeen na swart Suid-Afrikaners in die algemeen (sekondêre uitgroep) nadat daar kontrole gehou is oor die algemene kontak met hierdie sekondêre uitgroep. Hierdie bevindinge ondersteun die sekondêre oordrag effek van intergroep kontak. Die bevindinge bewys ook dat die sekondêre oordrag effek plaasvind deur die prosesse van empatie- en houding-veralgemening. Hierdie navorsing dra by tot die relatief yl beskikbare literatuur wat die sekondêre oordrag effek ondersoek, asook die onderliggende prosesse wat hierdie effek bemiddel. Die wete hoe positiewe houdings van een uitgroep na ander uitgroepe veralgemeen, kan prakties aangewend word tot intergroep kontak intervensies wat poog om vooroordeel te verminder en tussengroep-verhoudings te verbeter, veral in die post-konflik Suid-Afrikaanse konteks.
|
8 |
Morele ontwikkeling tydens adolessensie : 'n tussenkulturele studieFerns, Ilse, 1961- 11 1900 (has links)
Afrikaans text / Die vlak van morele ontwikkeling van wit A:frikaanssprekende, wit Engelssprekende,
swart Sotbosprekende, swart Xhosasprekende en swart Zoeloesprekende adolessente seuns en
meisies in vroee, middel- en laatadolessensie (12-19 jaar) in Suid-Afrika is afsonderlik,
tussenkultureel en vir geslagsverskille asook ouderdomsverskille ondersoek. Moontlike verbande
tussen genoemde groepe se vlak van morele ontwikkeling, stedelike/plattelandse woonomgewing,
vlak: van identiteitsontwikkeling en lokus van kontrole-orientasie is ondersoek vir kultuur- en
geslagsverskille.
Wit en swart adolessente redeneer nie in dieselfde mate op die verskillende stadia van morele
ontwikkeling nie en bulle openbaar oak verskillende morele ontwikkelingspatrone. Swart adolessente
funksioneer betekenisvol meer as wit adolessente op laer stadia van morele redenering terwyl wit
adolessente betekenisvol meer as swart adolessente op boer stadia van morele redenering
funksioneer. Wit adolessente toon 'n morele ontwikkelings patroon ooreenkomstig Westerse waardes en norme wat ooreenstem met Kohlberg se
teorie. Swart adolessente toon 'n andersoortige morele ontwikkelingpatroon wat nie ooreenstem
met Kohlberg se teorie nie. Met betrekking tot die wit adolessente groep bereik meisies
betekenisvolle boer stadia van morele ontwikkeling as seuns. Wat swart adolessente seuns en
meisies betreis geen betekenisvolle geslagsverskille ten opsigte van vlak van morele redenering
gevind nie. Morele ontwikkeling verloop ooreenkomstig ouderdom in stadia volgens 'n spesifieke
patroon. Jonger adolessente funksioneer in 'n grater mate op laer stadia van morele redenering
as ouer adolessente terwyl ouer adolessente meer tekens van boer stadia van morele redenering
as jonger adolessente toon. Verskille in die morele ontwikkeling van adolessente seuns wat uit 'n
stedelike omgewing kom en die wat op die platteland woon bet nie voorgekom nie. Stedelike
adolessente meisies funksioneer in 'n grater mate as plattelandse adolessente meisies op boer
vlakke van morele ontwikkeling.
Ten opsigte van wit adolessente het 'n betekenisvolle verband tussen vlak van morele
ontwikkeling en vlak van identiteitsontwikkeling voorgekom. By swart adolessente is sodanige
verband nie gevind nie. Geen verband tussen vlak van morele ontwikkeling en lokus van
kontrole-orientasie vir wit en swart adolessente in Suid-Afrika is aangetoon nie.
Die bevindings is verklaar aan die hand van verskillende tipes sosialisering, sosiokulturele
faktore, kultuur-historiese aspekte en adolessente se ontwikkelingkenmerke. / The level of moral development of white Afrikaans speaking, white English speaking, black Sotho
speaking, black Xhosa speaking and black Zulu speaking adolescent boys and girls in early, middle
and late adolescence {12-19 years) in South Africa was investigated separately, cross-culturally
and with regard to gender differences and age differences. Possible relationships between level of
moral development and urban/country living environments, level of identity development and locus of
control orientation for the above mentioned groups were also investigated for cultural and gender
differences.
White and black adolescents do not reason to the same extent at different stages of moral
development and they exhibit different moral developmental patterns. Black adolescents function
significantly more than white adolescents at lower stages of moral reasoning while white
adolescents function significantly more than black adolescents at higher stages of moral reasoning.
White adolescents reveal a moral developmental pattern in line with
Western values and norms which corresponds with Kohlberg's theory. Black adolescents
reveal a different moral developmental pattern which does not correspond with Kohlberg's theory.
With regard to the white adolescent group, girls reach significantly higher stages of moral
development than boys. With regard to black adolescent boys and girls, no significant gender
differences in level of moral reasoning were found. Moral development takes place in accordance
with age in stages according to a specific pattern. Younger adolescents function more at lower
moral reasoning stages than older adolescents while older adolescents display more signs of
higher moral reasoning stages than younger adolescents. No differences in the moral development of
adolescent boys who come from urban environments and those from country districts were found.
Girls from urban environments function significantly more than girls from country districts at
higher levels of moral development.
A significant relationship was found between level of moral development and level of identity
development for white adolesceJJtS. No such relationship was found for black
adolescents. No relationship between level of moral development and locus of control
orientation for white and black adolescents in South Africa was found.
The findings were considered in relation to different types of socialisation, socio-cultural
factors, culture-historical aspects and adolescent developmental characteristics. / Psychology / D.Litt. et Phil. (Sielkunde)
|
9 |
The impact of the identification process and the corporate social responsibility process on the effectiveness of multi-racial advertising in South AfricaJohnson, Guillaume Desire January 2008 (has links)
Selecting actors to appear in an advertisement is an important decision which has a crucial impact on the effectiveness of an advertising campaign. The same message, delivered by different actors, produces varying outcomes among consumers. This dilemma concerning the choice of actors occurs particularly in multi-racial societies, such as South Africa, where advertisers have to target different sectors of the community. In multi-racial societies, the choice of actors in advertisements goes beyond the usual commercial reasons. Indeed, two dimensions are generally conferred to multi-racial advertising. Firstly, the use of multi-racial representations allows for the targeting of a wider population that also owns a wider purchasing power. Marketers who want to market their brand use, for example, white and black actors so that white and black consumers can identify with the actors and recognize themselves as the target of the advertisement. Secondly, the multi-racial representations of this type of advertising hold a social role that counteracts the segregated depiction of the society. Consumers who are exposed to a multi-racial advertisement might perceive this social dimension and attribute a social responsibility to the advertisement. The purpose of this thesis is to examine the influence of the above dimensions on the effectiveness of a multi-racial advertisement. On the one hand, this study investigates the Identification Process followed by a consumer exposed to a multi-racial advertisement. On the other hand, it examines how consumers attribute a social responsibility to a specific multiracial advertisement and how this attribution, in turn, influences their responses to the advertisement and brand. Finally, the impacts of both of these dimensions on consumer behaviour are compared and the most persuasive dimension is identified. This thesis draws on Attribution Theory and Identification Theory in arguing that there are strong economic imperatives for adopting a multi-racial advertising approach. The thesis develops a conceptual framework and tests empirically hypotheses regarding the key constructs and moderating variables. The empirical results point out that both dimensions symbiotically influence the effectiveness of a multi-racial advertisement. Specifically, the results highlight that the social responsibility attributed by the viewers to the advertisement influences their behaviour more than the Identification Process.
|
Page generated in 0.0628 seconds