This thesis analyses the factors influencing the purchase of vinyl records by the members of generation Y in Sweden. Two interviews with local stores owners as well as a survey were perfomed in this regard.

In order to meet our needs, consumer always believe that the more wild of selection, the better to choose the best of us. One such assumption is the regularity principle, which asserts that the addition of a new option to the choice set should not increase the probability of choosing any of the original options (Luce 1977). Clearly, both the attraction and compromise effects reflect an increase in the share of the target option after adding a third option. It implies that a new option added to a given set should take shares from existing options in proportion to their original shares. In fact, not all of the consumers react to these "third option" in the same level, because of the different personality traits , everyone have different thoughts even they get the same message. So, we want to know the impact of personality traits on compromise and attraction effects, and the intensity of those effects. We choose ¡§self-confidence¡¨, ¡§need for cognition¡¨, ¡§need for uniqueness¡¨, ¡§locus of control¡¨, and ¡§self-monitoring¡¨ to test the compromise and attraction effects, and we found that people with ¡§low need for uniqueness¡¨ had the strongest compromise effect; and with ¡§high need for cognition¡¨ had the strongest attraction effect. In addition, ¡§high self-confidence¡¨, ¡§high need for cognition¡¨, ¡§high need for uniqueness¡¨, and ¡§low self-monitoring¡¨ groups only exist attraction effect but compromise effect; ¡§low self-confidence¡¨, ¡§low need for cognition¡¨, ¡§low need for uniqueness¡¨ and ¡§high self-monitoring¡¨ groups react not only on attraction effect, but on compromise effect.

Dans cette thèse, nous défendons l'idée que la motivation à se distinguer d'autrui (et plus précisément, le besoin d'unicité) pourrait favoriser l'adoption et l'augmentation des croyances aux théories du complot. Cette relation s'expliquerait par le fait que les individus ayant un fort besoin d'unicité auraient davantage tendance à être attirés par ce qui rare ou inaccessible, et nous argumentons que c'est justement ce qui caractérise les récits conspirationnistes (e.g., impression de détenir des informations secrètes). Nous présenterons 12 études ayant pour but de tester empiriquement cette hypothèse.Parmi les principaux résultats, nous avons montré que les individus disposant d'un niveau de croyances aux théories du complot supérieur à la moyenne pensent avoir un niveau de croyances à ces théories supérieur à celui attribué aux autres (Etudes 4, 5 et 6), ce qui correspond à un prérequis nécessaire à la formulation de notre hypothèse. Nous avons ensuite mis en évidence que plus les personnes possèdent un fort besoin d'unicité, plus elles croient aux théories du complot (Etude 8). Conformément à notre hypothèse, nous avons également démontré que les personnes qui croient aux théories du complot ont plus tendance à penser détenir des informations rares et secrètes à propos de divers complots (Etude 9). Une méta-analyse conduite sur deux études testant le rôle causal du besoin d'unicité sur les croyances aux théories du complot (Etudes 11 et 12) suggère enfin qu'une hausse situationnelle du besoin d'unicité favoriserait la formation des croyances aux théories du complot.Dans l'ensemble, il semblerait donc que le besoin d'unicité intervienne dans l'adoption des croyances aux théories du complot, même si cet effet semble de taille relativement modeste. En conclusion, cette thèse fait partie des rares travaux soulignant le rôle des explications motivationnelles dans l'adhésion aux théories du complot. / In this thesis, we argue that the desire to be different from others (i.e., the need for uniqueness) would foster the adoption and increase of conspiracy beliefs. This relationship may be due to the fact that people with high need for uniqueness are more likely to be attracted by what is scarce and unavailable. We argue that scarcity and unavailability specifically characterizes conspiracy narratives (e.g., the conviction to hold secret information). We present 12 studies testing empirically this hypothesis.Among our main results, we show that people with high level of beliefs in conspiracy theories think that they have a higher level of beliefs in these theories compared to others (Studies 4, 5 and 6), that is a necessary prerequisite to our hypothesis. Then, we highlighted that people with a high need for uniqueness believe more in conspiracy theories (Study 8). According to our hypothesis, we also demonstrate that high believers in conspiracy theories are more likely to think that they possess secret information about various conspiracies (Study 9). A meta-analysis conducted on two studies testing the causal role of need for uniqueness on conspiracy beliefs (Studies 11 and 12) suggests that a situation in which need for uniqueness is enhanced increases people's conspiracy beliefs.Taken together, these studies suggest that the need for uniqueness plays a role in the endorsement of conspiracy theories, although the effect size seems relatively modest. To conclude, this thesis is one of the few works devoted to exploring the role of motivational explanations for conspiracy beliefs.

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While there have been numerous studies directed at addressing the female Generation Y cohort’s fashion consumption patterns, there is a dearth of published research focused on male consumer fashion conscious behaviour, especially not that of the African Generation Y (hereafter referred to as black Generation Y) males. There are global indications that contemporary males are engaging in fashion apparel shopping more frequently than ever before. Moreover, unlike past generations, today’s male consumers have become increasingly fashion aware and fashion conscious, taking care of their looks and developing their own fashion style. Born between 1986 and 2005, in 2013, black Generation Y individuals made up approximately 83 percent of South Africa’s total Generation Y cohort and 38 percent of the country’s 52 981 991 population. In 2013, black Generation Y males accounted for an estimated 42 percent of the South African population. As a consequence of its size, the black Generation Y male market segment represents a potentially lucrative and attractive market for apparel retailers and fashion marketers. Marketers are particularly interested in those individuals pursuing tertiary qualifications given that a higher education ultimately acts as a predictor of their higher future spending potential and an indication of their social standing and influence within a society. The aim of this study was to determine the causal relationships between black Generation Y male students’ need for uniqueness, fashion awareness, fashion consciousness and fashion conscious behaviour in order to model the determinants of black Generation Y male students fashion conscious behaviour. A self-administered questionnaire was administered on a single cross-sectional sample of 400 black Generation Y male students at three university campuses in the Gauteng province in 2013 – one from a comprehensive university, one from a university of technology and one from a traditional university. From the administered questionnaires, 213 were completed and returned as usable. The collected data was analysed by means of exploratory factor analysis, reliability and validity analysis, descriptive statistics and correlation analysis. In addition, structural equation modelling (SEM) was applied to test a proposed model derived from the literature. According to the results of the SEM analysis, black Generation Y males’ fashion awareness has a significant positive influence on their fashion consciousness, and their fashion consciousness has a significant positive influence on their fashion conscious behaviour. In terms of the dimensions of the need for uniqueness, unpopular choice has a significant positive influence on black Generation Y male students’ fashion awareness, whilst creative choice has a significant positive influence on their fashion consciousness, and avoidance of similarity has a direct significant positive influence on their fashion conscious behaviour. Furthermore, the findings suggest that their fashion consciousness is reliant on their fashion awareness, which in turn influences their fashion conscious behaviour. Findings from this study will aid marketers’ in better understanding black Generation Y male students’ fashion conscious behaviour. Furthermore, the recommendations provided suggest marketing strategy guidelines tailored at effectively targeting this market segment. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

While there have been numerous studies directed at addressing the female Generation Y cohort’s fashion consumption patterns, there is a dearth of published research focused on male consumer fashion conscious behaviour, especially not that of the African Generation Y (hereafter referred to as black Generation Y) males. There are global indications that contemporary males are engaging in fashion apparel shopping more frequently than ever before. Moreover, unlike past generations, today’s male consumers have become increasingly fashion aware and fashion conscious, taking care of their looks and developing their own fashion style. Born between 1986 and 2005, in 2013, black Generation Y individuals made up approximately 83 percent of South Africa’s total Generation Y cohort and 38 percent of the country’s 52 981 991 population. In 2013, black Generation Y males accounted for an estimated 42 percent of the South African population. As a consequence of its size, the black Generation Y male market segment represents a potentially lucrative and attractive market for apparel retailers and fashion marketers. Marketers are particularly interested in those individuals pursuing tertiary qualifications given that a higher education ultimately acts as a predictor of their higher future spending potential and an indication of their social standing and influence within a society. The aim of this study was to determine the causal relationships between black Generation Y male students’ need for uniqueness, fashion awareness, fashion consciousness and fashion conscious behaviour in order to model the determinants of black Generation Y male students fashion conscious behaviour. A self-administered questionnaire was administered on a single cross-sectional sample of 400 black Generation Y male students at three university campuses in the Gauteng province in 2013 – one from a comprehensive university, one from a university of technology and one from a traditional university. From the administered questionnaires, 213 were completed and returned as usable. The collected data was analysed by means of exploratory factor analysis, reliability and validity analysis, descriptive statistics and correlation analysis. In addition, structural equation modelling (SEM) was applied to test a proposed model derived from the literature. According to the results of the SEM analysis, black Generation Y males’ fashion awareness has a significant positive influence on their fashion consciousness, and their fashion consciousness has a significant positive influence on their fashion conscious behaviour. In terms of the dimensions of the need for uniqueness, unpopular choice has a significant positive influence on black Generation Y male students’ fashion awareness, whilst creative choice has a significant positive influence on their fashion consciousness, and avoidance of similarity has a direct significant positive influence on their fashion conscious behaviour. Furthermore, the findings suggest that their fashion consciousness is reliant on their fashion awareness, which in turn influences their fashion conscious behaviour. Findings from this study will aid marketers’ in better understanding black Generation Y male students’ fashion conscious behaviour. Furthermore, the recommendations provided suggest marketing strategy guidelines tailored at effectively targeting this market segment. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

This three-essay dissertation extends previous research on social influence and examines social influence’s impact on consumption, particularly in the contexts of collective goals and brand preferences. Essay 1 focuses on collective marketing campaigns, which are not shared equally by all customers. Two studies demonstrate that the framing of collective progress in such campaigns can broaden participation by highlighting the large area of progress toward the goal, emphasizing progress achieved for campaigns in their late stages and progress remaining in their early stages. Essay 2 examines the effects of brand age on consumer preferences and choices. Six studies demonstrate that consumers’ preferences for younger brands increase with perceptions of product category innovativeness or the extent to which the product category is perceived to have evolved and is likely to evolve in the future. Findings reveal that younger (vs. established) brands are likely to be preferred when perceptions of product category innovativeness are high (vs. low). Essay 3 examines the effects of perceptions of product category innovativeness and consumer traits, such as novelty seeking and need for uniqueness, on consumers’ preference for young versus established brands. This dissertation provides theoretical and managerial contributions. / Business Administration/Marketing

The full text will be available at the end of the embargo: 10th April 2027

Datum: 26:e juni 2019 Nivå: C-uppsats, i företagsekonomi, specialisering marknadsföring. Institution: Institutionen för ekonomi, teknik och samhälle - Luleå Tekniska Universitet Författare: Sara Bohlin Handledare: Maria Ek Styvén Titel: Fördelar och nackdelar med att konsumera secondhandkläder Nyckelord: Secondhandkläder, secondhand, traditionellt tillverkade kläder, kläder, miljömedvetenhet, prismedvetenhet, behov av att vara unik, modeintresse, behov av att visa status upplevelse av ofräschhet. Syfte: Syftet med studien är att få en ökad förståelse för konsumenters drivkrafter när det gäller att köpa eller inte köpa secondhandkläder. Metod: Deduktiv studie med ett kvalitativt tillvägagångsätt som genomförts med hjälp av semistrukturerade intervjuer. Slutsats: Slutsatserna som drogs efter intervjuerna var att de vanligaste anledningarna till att köpa secondhandkläder var miljömedvetenhet, prismedvetenhet och modeintresse. De av de intervjuade som köpte mycket secondhandkläder utryckte alla på något sätt att de också hade ett behov av att ha en unik stil. Den vanligaste anledningen till att inte köpa secondhandkläder var modeintresse. Detta visade sig genom att de flesta av de intervjuade som köpte få eller inga kläder på secondhand också svarade att de var intresserade av mode. / Date: June 26, 2019 Level: C-uppsats, thesis in business Administration, Specialization Marketing Institution: Department of Business Administration, Technology and Social Sciences - Luleå University of Technology Author: Sara Bohlin Title: Advantages and disadvantages of consuming second-hand clothes Tutor: Maria Ek Styvén Key words: Second-hand clothes, second-hand, traditionally made clothes, clothes, environmentalism, price sensitivity, need for uniqueness, fashion involvement, need for status, perception of contamination. Purpose: The purpose of this study is to better understand what, motivates consumers to buy or not to buy second-hand clothes. Method: A deductive study with a qualitative approach that was implemented using semi-structured interviews. Conclusion: The conclusions drawn after the interviews were that the most common reasons for buying second-hand clothes were environmentalism, price sensitivity and fashion involvement. Those of the interviewed who bought a lot of second-hand clothes all expressed in some way that they also had a need to have a unique style. The most common reason for not buying second-hand clothes was fashion involvement. This was shown by the fact that most of the interviewees who bought few or no clothes on second-hand, also replied that they were interested in fashion.

近年來，全球女性保養品市場呈現穩定成長，雖然保養品以往都被視為屬於「女性領地」的產品，但全球男性保養市場不僅從2012年起就持續成長，未來前景也是相當看好。 有別於以往以性別（sex）做為市場區隔，消費者的性別認同及性傾向，已逐漸被用於區隔目標消費者，且同性戀消費者更因為其相較於一般異性戀男性的消費能力較強，而被視為「夢幻市場 （Dream Market）」。然而，現今台灣在該領域相關的研究文獻，卻往往只探討生理性別，忽略生理性別和性別認同之間的落差，如此將導致與性別相關的行銷研究有扭曲或偏頗的現象。 因此本研究希望能將性別認同與性傾向等因素，納入研究消費者購買保養品行為之考量因素，彌補理論和實際狀況的落差，期能研究出不同性別認同、性傾向的消費者，對不同定位保養品購買意願的差異，並根據該研究結果，給予保養品廠商一些行銷上的建議，讓其在釐清品牌定位時更有方向，並以更有效率、更適切的方式與顧客溝通。 本研究將影響保養品的購買意願從「性別認同」、「性傾向」、「獨特性需求」、「從眾行為」、「產品涉入」、「在意社會觀感程度」、「品牌知覺」、「品牌性別」、「品牌態度」等九大方面著手。 本研究以問卷方式獲取初級資料，收獲有效問卷共 375份，經過統計迴歸分析後發現，「性別認同」、「在意社會觀感程度」、「品牌知覺」和「品牌態度」此四項，最顯著影響消費者購買保養品意願。另外，雖然「性傾向」並沒有對購買意願產生影響，但卻有可能透過「在意社會觀感程度」干擾購買意願。而還有其他顯著影響因素待於研究中一一闡述。 / Recently, the global market of female skin care products has grown a steady pace. Although, the skin care products are usually regarded as female products, the global market of male skin care products has grown fastly since 2012 and market analysts are optimistic about its future. In the past, we usually only use “sex” to segment a market, but gender identity and sexual orientation are gradually used to target customers now. Moreover, gay customers are regarded as a “Dream Market” because they have greater purchasing power than heterosexual men do. However, existing studies still tend to probe into sex and neglect the differences between sex and gender identity. Therefore, this research takes gender Identity and sexual orientation into consideration when conducting the behavior of purchasing skin care products, and the dependent variable” purchase intention” is leveraged by “Gender Identity”, “Sexual Orientation“, “Product Involvement”, “Need for Uniqueness”, “Conformity Behavior”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, “Brand Gender”, “Brand Perception”. Among influential factors, “Gender Identity”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, and “Brand Perception” contribute significantly to purchase intention. Although sexual orientation does not lead to purchase intention, it may affect purchase intention through influencing the factor of “the degree of concerning with social perception”. Other factors affecting the behavior of purchasing skin care products will be further discussed in this research.