Eco-labels are increasingly important to certify food that is produced under sustainable conditions. In this paper variables are analysed that are important for consumers’ purchase decisions of eco-labelled food exemplified by the case of Fairtrade products. The focus lies on the distinction between people’s subjective (perceived) knowledge and objective knowledge (actual) about the Fairtrade label. The empirical data for the study was gathered by a survey, which involved a quota sampling of 203 people in Berlin. The results justify the distinction between subjective and objective knowledge. Subjective knowledge proved to be a strong predictor for both attitude and consumption towards the label, whereas objective knowledge did not show a significant influence. Further, attitude in general was confirmed to be a predictor for the consumption of Fairtrade products.

In today’s society it is expected that individuals completing teacher education programs harness the skill of critical thinking before entering into the classroom practice. This qualitative case study focuses on three (3) pre-service teachers’ experience in a teacher education course that was redesigned to foster and develop critical thinking skills and knowledge growth by the introduction of online discussion forums. This study was guided by the following question “How has the implementation of online discussion boards in the redesign of the two sections of a mandatory course of the Bachelor of Education program at a Canadian university supported the development of pre-service teachers critical thinking and contributed to their knowledge growth related to course content”? Data was collected from three (3) participants enrolled in the course, using semi-structured interviews and the data from the online discussion threads. Results show participants do not have a unified understanding of critical thinking and that online discussion boards can impact participant’s critical thinking development and knowledge growth provided they are given a strong foundation in the content area and have adequate time to reflect on the information presented. As well, findings revealed that participants used online discussion boards as a type of social media interface. By examining the participant’s perceptions and postings of online discussion boards, this study provides insights into how critical thinking can be developed in pre-service teachers through an online medium. Additionally, this study considers and how these skills might be translated into classroom practice.

The study investigated the role of knowledge (objective knowledge and subjective knowledge) and the importance of country-of-origin in female consumers’ purchasing intent of exotic crocodile leather accessories. The study was conducted across South Africa and specifically concentrated on exotic crocodile leather accessories, which is a subset category in the luxury apparel industry. Consulta Research is a professional research company and was consulted to assist with the data collection. A quantitative descriptive approach was followed by developing an electronic survey design. Data was collected by using a selfadministrated online questionnaire, which was distributed by a research company. A crosssectional study was used to conduct the research. The data was collected by means of nonprobability convenient sampling. A total of 337 questionnaires were completed. Scales from previous research studies were adapted for the purpose of this study. The questionnaire was part of a bigger study and only five sections of the questionnaire were relevant to this specific study. Descriptive and association methods were used to analyse the data. Pearson correlation and Spearman correlation were used to analyse the data by means of relationships between variables. This study attempts to differentiate between consumers’ objective and subjective knowledge of luxury leather accessories. The construct objective knowledge was theoretically divided into intrinsic-related attributes and extrinsic-related attributes of the products of investigation. The relationship between objective knowledge and purchasing intent as well as the relationship between the importance of country-of-origin information and purchasing intent of exotic crocodile leather accessories was investigated. The findings regarding exotic crocodile leather accessories showed that females’ objective and subjective knowledge is limited, did not seem to find country-of-origin information important, had a weak purchase intent, and indicated that there was statistical significance only between the female consumers’ purchasing intent and their objective knowledge regarding the intrinsicrelated attributes of exotic crocodile leather accessories. The limitations of the study are that the results are based on non-probability convenience sampling, therefore the findings cannot be generalized to the whole South Africa, or to all the exotic leather industry markets for affluent consumers. One would have liked to have approached a population group that consisted of affluent respondents with an annual household income of more than R100 000. The study’s findings can contribute to the South African exotic crocodile leather industry and specifically to retailers, manufacturers, tanneries, and marketers. The findings and conclusions drawn in this study contribute to existing theory and could serve as the basis for future research in consumer behaviour, consumer science and the luxury exotic leather industry in South Africa. / Die studie het die rol van produk-kennis (objektiewe kennis en subjektiewe kennis) en die belangrikheid van inligting aangaande land-van-oorsprong in vroulike verbruikers se koopintensie met betrekking tot eksotiese krokodilleer-bykomstighede ondersoek. Die studie is regoor Suid-Afrika uitgevoer, en daar is spesifiek gekonsentreer op eksotiese krokodilleer-bykomstighede, wat ʼn sub-kategorie in die luukse klerebedryf uitmaak. Consulta Research is ʼn professionele navorsingsmaatskappy en is geraadpleeg om te help met die data-insameling. ʼn Kwantitatiewe deskriptiewe benadering is gevolg deur ʼn elektroniese opname-ontwerp te ontwikkel. Die data is ingesamel deur die gebruik van ʼn selftoegepaste aanlyn-vraelys, wat deur ʼn navorsingsmaatskappy versprei is. ʼn Dwarssneestudie is gebruik om die navorsing te doen. Die data is ingesamel deur middel van niewaarskynlikheids- gerieflikheid-steekproefneming. ʼn Totaal van 337 vraelyste is voltooi. Skale uit vorige navorsingstudies is aangepas vir die doeleindes van hierdie studie. Die vraelys het deel gevorm van ʼn groter studie en slegs vyf afdelings van die vraelys het betrekking op hierdie spesifieke studie. Pearson-korrelasie en Spearman-korrelasie is gebruik om die data deur middel van die verhoudings tussen veranderlikes te analiseer. Hierdie studie poog om te onderskei tussen die verbruikers se objektiewe en subjektiewe produk-kennis van luukse leer-produkte. Die produk wat genavors word se objektiewe kennis is teoreties onderverdeel in intrinsiek-verwante kenmerke en ekstrinsiek-verwante eienskappe. Die verhouding tussen objektiewe kennis en koopintensie, asook die verhouding tussen die belangrikheid van inligting aangaande die land-van-oorsprong en die koopintensie met betrekking tot eksotiese krokodilleer-bykomstighede is ondersoek. Die bevindinge met betrekking tot eksotiese krokodilleer-bykomstighede het getoon dat vroulike verbruikers beperkte objektiewe kennis en subjektiewe kennis beskik, blykbaar nie inligting aangaande land-van-oorsprong as belangrik beskou nie, ʼn swak koopintensie het, en het aangedui dat daar statistiese beduidendheid was slegs tussen die vroulike verbruikers se koopintensie en hul objektiewe kennis aangaande die intrinsiek-verwante eienskappe van eksotiese krokodilleer-bykomstighede. Die beperkinge van die studie is dat die resultate gebaseer was op nie-waarskynlikheidsgerieflikheidsteekproefneming, wat beteken dat die bevindings nie veralgemeen kan word na die hele Suid-Afrika nie, of na al die eksotieseleer-bedryfsmarkte vir welgestelde verbruikers nie. ʼn Mens sou graag ʼn populasiegroep wou kon bestudeer wat bestaan uit welgestelde respondente met ʼn jaarlikse huishoudelike inkomste van meer as R100 000. Die studie se bevindinge kan bydra tot die Suid-Afrikaanse eksotiese krokodilleerbedryf en spesifiek vir kleinhandelaars, vervaardigers, leerlooierye, en bemarkers. Die bevindinge en gevolgtrekkings in hierdie studie dra by tot bestaande teorie en kan dien as die basis vir toekomstige navorsing in verbruikersgedrag, verbruikerswetenskappe en die luukse, eksotiese leerbedryf in Suid-Afrika. / Dissertation (MSc)--University of Pretoria, 2017. / Consumer Science / MConsumer Science / Unrestricted

Background: Money has changed many forms throughout human history. About anything has served as money, sea snails, salt, and stones. Money is valuable as long as we believe in its value and are willing to exchange this money for goods and services; it can therefore be viewed as a part of a social convention that changes forms as the way of communication evolves. One of the common trends that have been taking place in social patterns is the increasing gaps between different generations, a particular one being the decrease in financial literacy for every new generation since the silent generation. Moreover, lower levels of financial literacy have been identified with increased indebtedness, lower savings, and increased risk-taking. A negative trend taking place during a time when the economic environment is becoming increasingly complex. Something that has added to the complexity is Bitcoin, the first cryptocurrency introduced in 2008 amid the financial crisis.  Purpose: The purpose of this thesis is to explore how millennials' decision-making process to use Bitcoin occurs, how the individual perception is related to trust, usefulness, and safety, and in turn, explore what affects the perception and how this is related to the decision-making process. Method: This is a qualitative paper that has followed an interpretivism research philosophy, the approach has been inductive, and data has been collected through semi-structured interviews.  Conclusion: The decision-making process is influenced by perception, which heavily depends on subjective and objective knowledge. Therefore, it is not fiat currencies, Bitcoin, or other alternatives that are changing, but the perception of which options we perceive to be trustworthy, useful, and safe is changing.

The purpose of this research was to better understand consumer knowledge, its constituents, antecedents and consequences or implications for other consumer behaviours so as to assist wine marketers and marketers of other information-intensive products with their marketing strategy development.  Wine is a complex product difficult for consumers to evaluate particularly prior to purchase but it is also a difficult product for marketers.  Wine has a very large number of both intrinsic and extrinsic attributes.  As a result of the numerous attributes and the multitude of combinations of these attributes there is a plethora of wine brands available making for a highly competitive industry and a complicated product for consumers.    Consumer knowledge affects all aspects of consumer purchasing behaviour and is thus an important phenomenon for marketers to research and understand.  Consumer knowledge also affects all aspects of the marketing strategy developed to satisfy target segments.  Marketing decision makers need to understand consumers to be able to analyze and profile segments, choose target markets and develop marketing strategies that will best align with those target markets.  Calls particularly for better understanding of different segments within the wine market provide justification for this research. The research problem was divided into three components: Consumer wine knowledge constituents, Antecedents of consumer wine knowledge and the Implications of consumer wine knowledge.  The latter component of the research problem explored the implications of consumer wine knowledge for segmentation, as well as the relationships between consumer wine knowledge and exploratory purchasing behaviour, variety-seeking behaviour and opinion leadership and opinion-seeking behaviours.  This study provides evidence of the existence of two distinct constituents of consumer knowledge i.e. what consumers know (objective knowledge) and what they think they know (subjective knowledge) and these constituents in the context of wine are significantly related.  However it is also clear that these constituents are significantly different, with different antecedents and implications for other consumer behaviours.  This study provides a visual depiction of a simplistic nomological map developed for the construct of consumer knowledge based on the studies reported in this thesis in the context of an information-intensive product such as wine.  Objective knowledge is largely driven by demographic antecedents, specifically age, gender and education while subjective knowledge is mostly driven by, or affected by consumption.  On the implications side of the map, objective knowledge significantly positively correlates with exploratory acquisition, and opinion leadership while subjective knowledge is positively related to opinion leadership and negatively to opinion-seeking behaviours.  Theoretical implications as well as recommendations for wine marketers and researchers are provided. / <p>QC 20151217</p>

A systematic method can extrapolate tacit knowledge (hidden or subjective knowledge) so that it can become objective and discernable. This process focused on discovering causes of failures by extricating data from medical equipment service software cases closed by telephone by field service personnel. Their responses to observed failures were compared to troubleshooting guides in use by telephone support personnel to find new processes that would increase effectiveness of telephone support staff. We asked “What are indicators of device failure reported in technical support calls?” and then “What factors contribute to user reported device failures identified by callers to technical support?” A series of interviews with veteran personnel were used to validate responses from the “phone closed” cases along with ideas pulled from a review of documentation. Analysis of one hundred seventy three cases yielded over five hundred recommendations to make the telephone support personnel’s responses more accurate, consistent and reliable.

La connaissance subjective renvoie à la perception que porte un individu sur sa connaissance dans un domaine donné. La recherche suivante étudie l’influence d’une manipulation de la connaissance subjective sur les stratégies de traitement et de mémorisation de l’information. Dans notre première étude, nous montrons que l’estime de soi du consommateur joue un rôle modérateur dans la relation entre manipulation de la connaissance subjective et différentes mesures de mémorisation de l’information. Dans une deuxième étude, nous identifions des mécanismes modérateurs et des limites aux effets identifiés. La troisième étude spécifie l’étendu de cet effet de mémorisation. Enfin, la dernière étude étend la validité de nos résultats en adoptant un autre type de manipulation de connaissance subjective et en s’intéressant à un autre domaine de connaissance. Les implications de ces résultats sont discutées et des pistes de recherches futures sont proposées / Subjective knowledge refers to consumers’ perceptions about how knowledgeable they are in a specific domain. The present research investigates the impact of manipulating subjective knowledge on information processing and retrieval strategies. In a first study, we show that consumer self-esteem moderates the relationship between subjective knowledge manipulations and different measures of memory for new information. In a second study, we identify moderating mechanisms and boundary effects for the hypothesized effects. The third study specifies the scope of the memory effect. Finally, the fourth study extends the generalizability of the findings by adopting another subjective knowledge manipulation and covering a different domain of knowledge. Implications of these results are discussed and future tracks for research are provided

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La connaissance subjective renvoie à la perception que porte un individu sur sa connaissance dans un domaine donné. La recherche suivante étudie l'influence d'une manipulation de la connaissance subjective sur les stratégies de traitement et de mémorisation de l'information. Dans notre première étude, nous montrons que l'estime de soi du consommateur joue un rôle modérateur dans la relation entre manipulation de la connaissance subjective et différentes mesures de mémorisation de l'information. Dans une deuxième étude, nous identifions des mécanismes modérateurs et des limites aux effets identifiés. La troisième étude spécifie l'étendu de cet effet de mémorisation. Enfin, la dernière étude étend la validité de nos résultats en adoptant un autre type de manipulation de connaissance subjective et en s'intéressant à un autre domaine de connaissance. Les implications de ces résultats sont discutées et des pistes de recherches futures sont proposées