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Subjectivist theories of normative languageEvers, Hendrik Willem Adriaan January 2011 (has links)
On the assumption that there are no objective normative facts, what is the best theory of normative language? I try to answer this question. Chapter 1 argues for a presumption against noncognitivism and explains why error-theories are of limited interest: they concern adverbs and adjectives like ‘moral’, but not words like ‘ought’, ‘good’ and ‘reason’. This narrows down the options: the best subjectivist theory of normative language is a truth conditional, non-error-theoretic account. Chapter 2 argues for contextualism about normative statements. Contextualists hold that their truth conditions (can) vary with the context of utterance. Chapter 3 starts the assessment of contextualist theories. It looks into Humean accounts. Problems are revealed with both Harman’s and Schroeder’s versions. Chapter 4 develops a form of indexical relativism according to which the truth of normative statements depends on contextually salient rules. I present imperative-based analyses of ‘ought’ and ‘reason’ and show how they can explain why ‘A ought to X’ entails that the balance of reasons favours that A X-es. Chapter 5 further develops the theory of chapter 4 and applies it to the words ‘good’ and ‘must’. It turns out to be hard to analyse ‘good’. It also emerges that ‘must’ and ‘ought’ cannot be given different truth conditions. Chapter 6 explains Stephen Finlay’s end-relational theory. On this account, normative statements concern the relation in which acts or objects stand to contextually salient ends. In the case of ‘ought’ and ‘good’, this relation is one of probability raising. Chapter 7 discusses and answers some familiar objections to Finlay’s view. Chapter 8 raises some new problems, related to the fact that normative judgments are often made in the light of several ends. Chapter 9 explains why the end-relational theory is nonetheless the best subjectivist theory of normative language.
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Is doing good ever good enough? : A study of Swedish consumers’ perception and attitude towards companies using green marketingBorg, Malin, Hattenhauer, Emma January 2017 (has links)
Abstract Bachelor´s thesis, Enterprising and Business Development, Linnaeus University School of Business and Economics, 2EB01E, VT 2017 Authors: Malin Borg and Emma Hattenhauer Tutor: Dan Halvarsson Title: ”Is doing good ever good enough?” - a study of Swedish consumers’ perception and attitude towards companies using green marketing. Background: More now than ever are people interested in how they themselves affect the environment and how the companies work green. By implementing a “green marketing” strategy, companies use their environmental work as a marketing tool with different agendas. Some authors claim that this strategy is used in order to find new markets and new consumers while some say that it is a way for companies to encourage further green work to their market shares. Not all green work is however shown to the public, in some cases it is done in the dark in order to lower the external pressure of possible scrutiny, a strategy also called lean or muted greening. Theory explains that in contrast to this muted strategy consumers perceive transparency within a company and its green work highly important, as well as how a green marketing campaign is presented with words and terminology. It is of great important to consider what the consumers demand from a company in order for them to fully succeed with their green marketing campaign and build trust between the company and the consumer. Purpose: The purpose of this study is to create understanding of Swedish consumers’ perception and attitude towards companies that are using a green marketing strategy. Method: This study uses a deductive approach with a qualitative nature, where words and explanations are of interest and is carried out through eight individual semi-structured interviews with respondents all living in Sweden found through a convenience sampling method. With a used hermeneutic approach the respondents subjective opinions has lead the research in the direction it has taken and further pre-understandings has been created. Conclusion: Through this study it has been found that the main-key to a successful green marketing campaign among Swedish consumers is trust. Without trust towards a company Swedish consumers explain themselves as not believing in green marketing done by a company. Social media is a communication channel that, among Swedish consumers is not perceived credible and should therefore not be used when doing a green marketing campaign. The concept of lean or muted greening is something that 6/8 respondents considered positive while 2/8 felt the opposite, however all considered transparency as a highly important factor in order to not miss trust a company and believing that, if something is hard to find maybe it is not done as presented. Language and terminology are two closely related and much important aspects that need to be clear and easily understood, however not excluding important aspects but rather give further explanations about concepts that might be considered complicated.
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