The past decade has been a relatively tumultuous time in Swedish parliamentary politics with minority governments, a new party challenging the status quo and ultimately the breaking of the second largest coalition in Swedish politics. The decade also saw some policy changes in parties, most strikingly the Moderate party which once an outspoken proponent of a lax immigration policy, saw a clear shift to a more restrictive policy after the 2015 refugee crisis. The first aim of this study is to explain what the shift in immigration policy looks like in terms of whether it was a positional change or a change in ideological emphasis too. By using the method of comparing manifestos the conclusion was reached that the Moderate party shifted both their positional policy and their ideological emphasis. The question of what drives political parties to change policy is a hotly debated one with a wide array of theories and perspectives contributing to the discussion. In addition this study also attempts to apply the theory first proposed by Harmel and Janda (1994) “An Integrated Theory of Party Goals and Party change” on the Moderate party to explain the driving force behind the shift in immigration policy. This was done by comparing Moderate party manifestos from the year 2006 to 2018 in three issues (immigration, private actors in the education sector and private actors in the healthcare sector) that saw the public opinion clearly shift away from the party. Mostly through the process of elimination the study concludes that the Moderate party likely shifted their position on immigration issues in order to have better chances of forming more advantageous coalitions in order to change their opposition status in the future.

Product design affects many aspects of people¡¦s life. This research use qualitative and quantitative methods, and focus on how simple design cause different consumer responses. First of all, we process a content analysis aiming for household and digital product, and then we conduct the definition and characteristics of simple design. Second, we use experimental design to figure out the pattern of consumer responses to product design both psychological and physical. For psychological responses, we observe the consumer expectation and satisfaction in product appearance, assortment size and functional information; we also exam the different decision making tendency (Maximizer & Satisficer) in consumer approach behavior. According to our research, we conclude that the required elements of simple design are (1) Single Color, (2) Unique Personality, (3) Simple Shapes, (4) Practical Function, (5) Easy to Use, (6) Match, (7) Materials, (8) Aesthetics and (9) Culture & Emotion. For product external appearance, there is high expectation for simple design, and also satisfaction still has a big room to improve. To be more specific, in the aspects of attention drawing, unique symbol and ergonomic is the biggest gap between expectation and satisfaction. In the part of assortment size, simple design causes a higher expectation when the size is large. However, satisfaction did not drop as previous studies suggested, it remains indifferent which could be the suggestion for future product development. In function information, it plays a important role in digital product which means mainly simple designed appearance can only achieve limited benefits. In behavioral response, satisfaction and approach behavior have positive relation, and the responses of store are apparently stronger than the responses of single product. In different decision making tendency, product personality, attention drawing and assortment size are significant, but there is no clear result for function information.

Recruitment is a mission-critical process for human resources management. Due to the high turnover rate and lack of specific skill requirements, the retail sector has an acute need to hire new employees to fill vacancies. Therefore, recruiting a relatively large number of new employees in a limited period of time is crucial for companies in the retail industry. Existing studies have suggested that by designing recruitment activities and utilising appropriate recruitment sources to promote and announce a job, employers are able to attract jobseekers to apply for jobs and join the organisation. The social communication theory highlights four major elements involved in any information communication: the information communicator (source), the information receiver (audience/jobseeker), the response (the receiver’s attitude towards the information received and the decision taken to apply or not) and the stimulus (the message/information content that is transmitted by the communicator). An individual’s ‘attitude’ towards the recruitment information can significantly affect their ‘intention’ of making a job application decision, and this intention can significantly influence their actual decision-making ‘behaviour’, such as accepting a job offer. Consequently, most of these studies focus on the effectiveness of the stimulus (e.g., how the design of the recruitment information content can attract more jobseekers).However, there are divergent results in the literature. For instance, numerous researchers have attempted to investigate how different recruitment information sources can impact jobseekers’ application and recruitment decisions. Some researchers claim that the formal, company-controlled, recruitment information sources, such as advertising and corporate websites, are less effective than informal. By contrast, other researchers indicate that formal sources are used and accepted more often by jobseekers because this information is regarded as considered to be more objective and reliable than the experience-based route (e.g., word-of-mouth). Some researchers suggest that employers should provide objective, hard information (confirmable information such as salary and location) and provide the message in the employer’s tone’ using company-controlled sources; thereby not to convey too much soft, experience-based information from employees. Only very limited research has considered the influences of receiver’s differences (individual differences) on the stimulus (content) and communications (source) as a moderator. The receivers’ differences could be the essential information that can be used to interpret the divergent findings in the literature. Psychologists have demonstrated that individual differences will influence personal values and will be translated into personal preferences. Decision-making research suggests that every decision-making process involves individuals’ decision habits and preferences. People tend to keep their decision habits and preferences throughout different decisions. Therefore, individual traits should be considered when seeking to understand how jobseekers evaluate information to make decisions. A well-known classification of individual differences that has been shown to affect decision-making preference is an individual’s decision-making style: maximisers (those who always try to find the best possible result and carefully evaluate all types of information from different sources) and satisficers (who aim for good-enough results and tend to save time resources). The present study aims to address the gap in the existing literature by exploring the possible reactions of different decision-making styles (maximiser vs. satisficer) in response to recruitment messages with different lengths, valences, forms and provider backgrounds that are provided from various sources. Study 1 and Study 2 are employed as groundwork studies to provide a deeper understanding of maximiser-style and satisficer-style retail-trade jobseekers’ traits. The results illustrate retail trade jobseekers’ job-information-seeking preferences and the relationship between an individual’s maximising tendency and other cognitive-based individual characteristics. The results suggest that employers should not exclude either maximiser-style or satisficer-style jobseekers because the current maximiser-style and satisficer-style employees demonstrated the same levels of job satisfaction with no particular group showed a higher or lower turnover intention. Based on the findings of Study 1 and Study 2, Chapter 5 starts with a scenario-based experiment (Study 3). This experiment assesses whether, when presented with a realistic job-information-searching scenario of receiving basic job information from a typical formal short job advertisement, maximisers and satisficers differ in their need for further information. It also explores whether further evaluation is required from informal information sources in relation to valence and tie strength. Study 3 leads to the reflection that staff ‘word-of-mouth’ (SWOM) messages were influential but could not be controlled by organisations. Study 4 expands the findings of Study 3 and tests whether employers can satisfy more maximiser-style and satisficer-style jobseekers’ information needs to encourage their perceived organisational attractiveness (OA) by providing more detailed formal job advertisement messages. The findings highlight that more details of hard information could effectively satisfy jobseekers’ information needs, even though a group of jobseekers still wanted to search for more experience-based information. However, the findings also show that more detailed messages only slightly increase maximisers’ perceived OA and do not increase satisficers’ perceived OA. By extending the findings of Study 3 and Study 4, three scenario-based experiments (Study 5.1, Study 5.2 and Study 5.3) are designed to test how employers can attract more maximiser-style and satisficer-style jobseekers by tailoring their recruitment messages. The results demonstrate that the SWOM-formed realistic job preview (RJP) messages with some negative information could best increase jobseekers’ perception of source credibility and OA. Furthermore, when maximisers and satisficers looked for different job positions they would perceive the source credibility differently if the background information of the information provider as different. A qualitative-based supplementary study (Study 6) is further conducted to delineate three issues that are not directly measured or not sufficiently clarified in the above-mentioned five studies. This complements Studies 3, 4 and 5 and theoretically enhances the understanding of how jobseekers refer to job recruitment messages and how they evaluate the job information. The results contribute to decision-making theory and social communication theory by demonstrating that the notion of maximisers and satisficers represents a significant and central individual trait in job-application information searching and decision-making in the retail trade. Furthermore, the findings suggest that an individual’s decision-making style is an influential moderator for the effectiveness of communication elements. This research also provides a fundamental basis for further studies to apply individual-differences in human resource management field.

O presente trabalho constitui um primeiro esforço por modelar disparos de neurônios usando cadeias estocásticas de memória de alcance variável. Esses modelos foram introduzidos por Rissanen (1983). A ideia principal deste tipo de modelos consiste em que a definição probabilística de cada símbolo depende somente de uma porção finita do passado e o comprimento dela é função do passado mesmo, tal porção foi chamada de \"contexto\" e o conjunto de contextos pode ser representado através de uma árvore. No passado vários métodos de estimação foram propostos, nos quais é necessário especificar algumas constantes, de forma que Galves et al.(2012) apresentaram o \"critério do menor maximizador\" (SMC), sendo este um algoritmo consistente que independe de qualquer constante. De outro lado na área da neurociência vem tomando força a ideia de que o processamento de informação do cérebro é feito de forma probabilística, por esta razão foram usados os dados coletados por Sidarta Ribeiro e sua equipe, correspondentes à atividade neuronal em ratos, para estimar as árvores de contextos que caracterizam os disparos de quatro neurônios do hipocampo e identificar possíveis associações entre eles, também foram feitas comparações de acordo com o estado comportamental do rato (Vigília / Sono), em todos os casos foi usado o algoritmo SMC para a estimação das árvores de contexto. Por último, é aberta uma discussão sobre o tamanho de amostra necessário para a implementação deste tipo de análise. / This work describes an initial effort to model spike trains of neurons using Variable Length Markov Chains (VLMC). These models were introduced by Rissanen(1983). The principal idea of this kind of models is thaht the probabilistic definition of each symbol only depends on a finite part of the past and the length of this relevant portion is a function of the past itself. This portion were called \"context\" and the set of contexts can be represented as a rooted labeled tree. In the past, several methods of estimation were proposed, where is necessary to fix any constants, for this reason Galves et al.(2012) introduced the \"smallest maximizer criterion\" (SMC), which is a consistent and constant free model selection procedure. By the other side, in the neuroscience area has gained strength the idea that the information processing in the brain is done in a probabilistic way, for this reason were used the data collected by Sidarta Ribeiro and his team, related to the neuronal activity in rats, to estimate the context trees that describing the spike trains of four neurons of hipocampus region and to identify associations between them, comparisions were also made according to the behavioural state of the rat (Wake / Sleep), in all cases the algorithm were used the SMC algortithm to estimate the context trees. Finally, is opened a discussion on the sample size required for the implementation of this kind of analysis.

O presente trabalho constitui um primeiro esforço por modelar disparos de neurônios usando cadeias estocásticas de memória de alcance variável. Esses modelos foram introduzidos por Rissanen (1983). A ideia principal deste tipo de modelos consiste em que a definição probabilística de cada símbolo depende somente de uma porção finita do passado e o comprimento dela é função do passado mesmo, tal porção foi chamada de \"contexto\" e o conjunto de contextos pode ser representado através de uma árvore. No passado vários métodos de estimação foram propostos, nos quais é necessário especificar algumas constantes, de forma que Galves et al.(2012) apresentaram o \"critério do menor maximizador\" (SMC), sendo este um algoritmo consistente que independe de qualquer constante. De outro lado na área da neurociência vem tomando força a ideia de que o processamento de informação do cérebro é feito de forma probabilística, por esta razão foram usados os dados coletados por Sidarta Ribeiro e sua equipe, correspondentes à atividade neuronal em ratos, para estimar as árvores de contextos que caracterizam os disparos de quatro neurônios do hipocampo e identificar possíveis associações entre eles, também foram feitas comparações de acordo com o estado comportamental do rato (Vigília / Sono), em todos os casos foi usado o algoritmo SMC para a estimação das árvores de contexto. Por último, é aberta uma discussão sobre o tamanho de amostra necessário para a implementação deste tipo de análise. / This work describes an initial effort to model spike trains of neurons using Variable Length Markov Chains (VLMC). These models were introduced by Rissanen(1983). The principal idea of this kind of models is thaht the probabilistic definition of each symbol only depends on a finite part of the past and the length of this relevant portion is a function of the past itself. This portion were called \"context\" and the set of contexts can be represented as a rooted labeled tree. In the past, several methods of estimation were proposed, where is necessary to fix any constants, for this reason Galves et al.(2012) introduced the \"smallest maximizer criterion\" (SMC), which is a consistent and constant free model selection procedure. By the other side, in the neuroscience area has gained strength the idea that the information processing in the brain is done in a probabilistic way, for this reason were used the data collected by Sidarta Ribeiro and his team, related to the neuronal activity in rats, to estimate the context trees that describing the spike trains of four neurons of hipocampus region and to identify associations between them, comparisions were also made according to the behavioural state of the rat (Wake / Sleep), in all cases the algorithm were used the SMC algortithm to estimate the context trees. Finally, is opened a discussion on the sample size required for the implementation of this kind of analysis.

本研究目的是探討在資訊超載的狀況下，不同極大化程度分類消費者在決策準則偏好和購後認知失調程度上的差異；以及其採用了不同的決策準則後，對購後認知失調程度所造成的影響。在極大化程度的分類方面，消費者主要分為追求最佳化產品的極大化者，以及尋求滿足自身需求產品的滿足化者 (Schwartz et al., 2002)；在決策準則的分類上，則細分為補償性決策準則，和非補償性決策準則中的逐次刪除法、排除法和連結法。 本研究設定的資訊超載情境為六個產品方案□六項屬性的資訊量，並經由前測選出數位相機為測試產品，以電腦平台模擬呈現符合消費者屬性偏好的選擇方案，各方案代表不同決策準則下可能選出的結果，並輔以語意探測法確認受測者之決策準則。購後認知失調程度的測量，主要透過操弄產品屬性使受測者產生失調感受，再以四題語意差異法七點量表和五題Likert-type七點量表組成的購後認知失調量表加以測量。極大化程度分類判定，則以十三題Likert-type七點量表之極大化量表來進行衡量。 根據170位政治大學非商學院大學生的抽樣結果發現，在資訊超載下，極大化者與滿足化者在決策準則有顯著不同的偏好，其中極大化者較多採用補償性決策準則，滿足化者較多採用逐次刪除法和連結法則；此外，購後認知失調程度主要是受到消費者極大化程度的影響，而非決策準則的偏好影響，其中極大化者的購後認知失調程度高於滿足化者。細部分析，滿足化者不會因為採不同的決策準則而影響購後認知失調程度，但極大化者若採用較耗費心力的排除法進行決策，則會比極大化者採用逐次刪除法有更顯著的購後認知失調感受。 整體而言，消費者面對資訊超載的情境，若以找出滿足自身需求的產品即可的心態來作選擇標準，將可以減低發生購後認知失調所帶來心裡不舒服感受；若消費者以找出最佳產品的心態做選擇，則應該避免採用排除法，以免因本身耗費心力進行方案比較，外加此決策準則很難找出最佳選擇的雙重投入下，更加深本身的購後認知失調感受。 本研究引入決策準則的概念，對於學術上所討論之決策理論有更進一步的探討；在實務上，對於廠商研擬產品屬性訴求方面亦提供相關行銷建議。