With the Paris agreement calling to limit global warming to 2°C below pre-industrial levels, with further efforts to ensure it stays below 1.5°C, the Finnish government passed the Lakihiilen energiakäytön kieltämisestä (416/2019), i.e., Act of Prohibition of Coal Energy,which stipulates that the use of coal as a fuel for heat/electricity production to be bannedfrom 1 May 2029. This affects Helsinki’s energy industry and a key concern to this work is the Salmisaari Combined Heat and Power plant, which is set to be decommissioned. This plant currently generates heat and electricity by using wood pellets and coal to cater toaround 25-45% of the District Heating consumption of the city of Helsinki. To compensate for this decommissioning, there arises a need for more heat production,around 300-500MW of capacity. One alternative is the heat recovery of seawater by utilising the phase change heat of freezing. The present project investigates a technical feasibility study of a system to generate ice slurry, which is then used to extract heat fromseawater at ~0°C via a heat pump. The competitiveness of an ice-slurry based system to state-of-the-art water or ice-based storage is analysed as well. The proposed system is then modelled in Aspen Plus, and the pressure drop characteristics of the generated ice slurry are studied. Finally, a sensitivity analysis of the pressure ratio of the compressor on the performance of the system is studied. Based on prior works, level of commercialisation and technical feasibility, it was found that a vacuum ice generation method, in combination with heat pumps, is a viable solution to cater to the district heating demand of the city. Further, it is concluded that the pressure drop occurring during transport of the ice slurry is quite minimal – less than 0.5% of the total power consumed whilst producing 300MW of district heat. The COP of the system varies between 2.6-2.8 depending on the pressure ratio of the compressor and thus is energy efficient. Overall, the proposed solution seems to be promising and with further socio-techno-economic analysis, this could be the potential alternative to bridge the deficit. / Med Parisavtalet som kräver att den globala uppvärmningen ska begränsas till 2 °C under förindustriella nivåer, med ytterligare ansträngningar för att säkerställa att den håller sigunder 1,5 °C, antog den finska regeringen Laki hiilen energiakäytön kieltämisestä (416/2019), dvs. Förbud mot kolenergi, som föreskriver att användningen av kol som bränsle för värme-/elproduktion ska förbjudas från och med den 1 maj 2029. Detta påverkar Helsingfors energiindustri och en central fråga för detta arbete är Salmisaarikraftvärmeverk, som är planlagt på att avvecklas. Denna anläggning genererar för närvarande värme och elektricitet genom att använda träpellets och kol för att tillgodosecirka 25–45 % av Helsingfors stads fjärrvärmeförbrukning. För att kompensera för denna avveckling uppstår ett behov av mer värmeproduktion, cirka 300-500MW kapacitet. Ett alternativ är värmeåtervinning från havsvatten genom att utnyttja fasförändringsvärmen från frysning. Detta projekt skall undersöka genom en teknisk förstudie olika system för att generera isslurry (en blandning av is och vatten), som sedan används för att utvinna värme från havsvatten vid ~0°C med hjälp av en värmepump. Konkurrenskraften hos ett isslurrybaserat system jämfört mot toppmoderna vatten- eller isbaserad lagrings system analyseras också. Det föreslagna systemet modelleras sedan i Aspen Plus, och tryckfallsegenskaperna hos den genererade isslurryn studeras. Slutligengörs en känslighetsanalys av kompressorns tryckförhållande och dess påverkan på systemets prestanda. Baserat på tidigare arbeten, kommersialiseringsnivå och teknisk genomförbarhet fann denna rapport att genom en metod för att generera vakuumis, i kombination med värmepumpar att en hållbar lösning för att tillgodose stadens fjärrvärmebehov finns. Vidare dras slutsatsen att tryckfallet som inträffar under transport av isslurryn är minimalt- mindre än 0,5 % av den totala energiförbrukningen samtidigt som den producerar 300MW fjärrvärme. Systemets COP varierar mellan 2,6–2,8 beroende på kompressorns tryckförhållande och är därmed energieffektivt. Sammantaget verkar den föreslagna lösningen vara lovande och med ytterligare socio-teknoekonomisk analys kan detta vara ett potentiellt alternati för att brygga underskottet av fjärrvärme.

Hard carbon is an important material for future fossil-free transport systems, as it is a popular choice for the production of anodes for sodium-ion batteries. Biomass is a popular carbonaceous raw material for making hard carbon. It was only noticed at first because it is a renewable energy source, but with the wide application of carbon materials in several fields, industrial manufacturing using biomass as raw material has also been studied a lot. Process simulation of biomass pyrolysis and carbonization to produce hard carbon, pyrolysis gas, and bio-oil are investigated in this thesis work. The model simulation is assumed based on the current operating data and previous literature review, where the first two models use heat exchangers, and the last case uses by-products to generate heat. Economic analysis based on operating expenses and total capital investment is given based on simulated results. The results show that the yield of hard carbon is about 17% under 1000kg/h biomass feedstock, and the economic performance of using heat exchangers is better than that of pyrolysis gas combustion to supply energy. The economic results and break-even point are used to calculate the minimum selling price, payback period, and sensitivity analysis. The calculated minimum selling price for hard carbon is about SEK 20/kg, which is within the range of the current market price, and the payback period is about 16 years. From the sensitivity analysis results, if electricity prices continue to rise, the economics of using cracked gas may become more significant. / Hårt kol är ett viktigt material för framtida fossilfria transportsystem, eftersom det är ett populärt val för tillverkning av anoder till natriumjonbatterier. Biomassa är en populär kolhaltig råvara för att tillverka hårt kol. Det märktes först bara för att det är en förnybar energikälla, men med den breda användningen av kolmaterial inom flera områden har även industriell tillverkning med biomassa som råvara studerats mycket. Processimulering av biomassa pyrolys och karbonisering för att producera hårt kol, pyrolysgas och bioolja undersöks i detta examensarbete. Modellsimuleringen antas baserat på nuvarande driftdata och tidigare litteraturgenomgång, där de två första modellerna använder värmeväxlare och det sista fallet använder biprodukter för att generera värme. Ekonomisk analys baserad på driftskostnader och totala kapitalinvesteringar ges utifrån simulerade resultat. Resultaten visar att utbytet av hårt kol är cirka 17 % under 1000 kg/h biomassaråvara, och den ekonomiska prestandan för att använda värmeväxlare är bättre än för pyrolysgas förbränning för att leverera energi. De ekonomiska resultaten och brytpunkten används för att beräkna lägsta försäljningspris, återbetalningstid och känslighetsanalys. Det beräknade lägsta försäljningspriset för hårt kol är cirka 20 kr/kg, vilket ligger inom intervallet för gällande marknadspris, och återbetalningstiden är cirka 16 år. Om elpriserna fortsätter att stiga från resultaten av känslighetsanalysen kan ekonomin med att använda krackad gas bli mer betydande.

Det har länge varit känt att de kropps- och skönhetsideal som råder i samhället långt ifrån inkluderar alla typer av kroppar. Modebranschen har framförallt utmärkt sig på den här punkten, och det är väl känt att det allt som oftast är smala modeller som representeras i branschen. Vår valda problemformulering grundar sig i att normbrytande kroppar är underrepresenterande i samhället och i modebranschen. Vårt syfte med den här uppsatsen var att undersöka hur Veckorevyn förhåller sig till sitt manifest de kallar Size Hero. Det här manifestet grundar sig i en protest mot de rådande kropps- och skönhetsideal som råder i samhället. I samband med detta ska vi även analysera hur många normativa kontra normbrytande kroppar som totalt finns representerande i tidningen, och hur de framställs. Vi ämnar även att problematisera begreppet ”plus size”, dess användning och betydelse. Den valda metoden för vår analys grundar sig i flermetodsforskning, och valet av den här metoden gjordes då vi ville ha svar på hur underrepresenterade de är men även hur de framställs när dem väl gör det. Vårt material består av alla Veckorevyns utgivna tidningar under ett år. Vi har analyserat dessa med hjälp av en semiotisk bildanalys och genom en kvantitativ metod. Tillsammans med den semiotiska bildanalysen så har vi använt oss av Hansen och Machins bärare av denotationer och konnotationer för att analysera bilderna. Vårt resultat visade att Veckorevyn uppfyller sitt manifest men i det stora hela är de modeller med normbrytande kroppar fortfarande väldigt underrepresenterade. / It has been known for a long period of time that the body and beauty ideals in society do not include all types of bodies. The fashion industry is known to be exceptional good at excluding bigger bodytypes, and it is well known that it is slim models that is representing majority of it. Our chosen problem for this essay is based on the fact that norm-breaking bodies are underrepresented in society and in the fashion industry. Our purpose with this essay was to investigate how the fashion magazine Veckorevyn relates to their manifest, called Size Hero. This manifest is based on a protest against the prevailing body and beauty ideals that exists in society. We will also analyse how many normative vs. norm-breaking bodies there are as a total representation in the magazine, and how they are presented. We also intend to problematize the concept of the word "plus size", its use and meaning. The chosen method for our analysis is based on a multimethod research and the choice of this method was made because we wanted to have an answer to how underrepresented the norm-breaking bodies are and how they are being portrayed when so. Our material consists of all of Veckorevyn's published magazines for one year. We have analyzed them with the help of a semiotic image analysis and through a quantitative method. Together with the semiotic image analysis, we have used Hansen and Machin's bearers of denotations and connotations in order to analyze the images. Our result showed that Veckorevyn is fulfilling their manifest but on the whole the norm- breaking bodies were still very underrepresented.

Dentre as variações morfológicas possivelmente associadas ao potencial fisiológico das sementes está o tamanho do embrião. Uma das abordagens atuais da pesquisa sobre análise de imagens de sementes radiografadas é verificar até que ponto a relação entre o grau de desenvolvimento embrionário e o espaço disponível na cavidade interna da semente está associada ao desempenho da semente. Os objetivos deste trabalho foram verificar a eficiência de diferentes testes na avaliação do vigor de sementes de algodão ao longo do armazenamento, verificar a possível relação entre o espaço livre na cavidade interna e o potencial fisiológico das sementes durante o armazenamento e verificar se há relação entre o espaço livre e o desempenho de sementes de algodão. Diferentes lotes de sementes de algodão, cultivares BRS 293 e FMT 709, foram armazenados em câmara fria e seca (10 °C e 30% de UR do ar) e em ambiente natural, durante oito meses. As avaliações da germinação e do vigor (primeira contagem de germinação, germinação a baixa temperatura, envelhecimento acelerado tradicional e com solução saturada de NaCl, emergência de plântulas em campo e análise computadorizada de imagens de plântulas - SVIS®) foram realizadas a cada dois meses de armazenamento. Para avaliação do espaço livre, as sementes de cada lote foram radiografadas e analisadas por meio dos softwares Tomato Analyzer e Image-Pro® Plus. Os resultados indicaram que os testes de envelhecimento acelerado (tradicional e com solução saturada de NaCl), emergência de plântulas em campo e SVIS® (comprimento de plântulas) são adequados para avaliação do vigor de sementes de algodão, sendo o envelhecimento acelerado tradicional e as análises SVIS® (comprimento de plântulas) sensíveis para detectar redução no potencial fisiológico das sementes durante o armazenamento. No entanto, a queda do vigor das sementes de algodão não está associada ao espaço livre na cavidade interna das sementes. Contudo, há indícios de uma relação inversamente proporcional entre o espaço livre e a germinação de sementes de algodão. / One of the morphological variations usually referred as associated to seed physiological potential is the embryo size. A primary interest of image analysis of Xrayed seeds is to identify whether the ratio between the degree of embryo development and the available space in the internal seed cavity is related to seed performance. The objectives of this research were to verify the accuracy of different tests to assess the vigor of cotton seeds during storage, to check the possible relationship between the free space and cotton seed physiological potential during storage and to verify if the relationship between the free space and cotton seed performance exist. Cotton seed lots of BRS 293 and FMT 709 cultivars were stored during eight months under two environments: cold and dry chamber (10 °C and 30% relative air humidity) and laboratory non-controlled condition. Evaluations of seed germination and vigor (germination first count, cool germination, traditional and saturated salt accelerated aging, field seedling emergence and seedling imaging automated analysis - SVIS®) were performed at two months intervals during storage. Free space was evaluated in radiographed seeds from each lot using Tomato Analyzer and Image-Pro® Plus softwares. Results showed that the accelerated aging tests (traditional and with saturated NaCl), field seedling emergence and SVIS® (seedling length) are suitable for evaluate the cotton seed vigor and the traditional accelerated aging and SVIS® (seedling length) are sensitive to detect reductions in seed physiological potential during storage. However, the reduction of cotton seed vigor is not associated with the free space in the internal cavity of the seed. Nevertheless, there is evidence of an inverse relationship between the free space and germination of cotton seed.

Considerando-se a necessidade da obturação tridimensional e o adequado selamento marginal do sistema de canais radiculares, como fatores decisivos para o êxito da terapia endodôntica, este estudo objetivou avaliar as respostas inflamatórias periapicais resultantes da infiltração coronária em dentes de cães obturados com diferentes cimentos resinosos (AH Plus®, RealSeal® e RealSeal SE®) e técnicas obturadoras (condensação lateral e termoplástica). Para tanto, pré-molares e incisivos centrais e laterais de 5 cães tiveram o tratamento endodôntico realizado empregando-se limas de NiTi e creme de Endo PTC associado ao hipoclorito de sódio a 1%, estabelecendo-se como limite de instrumentação à distância de 1mm a 1.5mm aquém do vértice radiográfico. A seguir os condutos foram obturados de acordo com os grupos experimentais (n=12) e grupos controles (n=10): GI- AH Plus/condensação lateral, GII- AH Plus/termoplástificação, GIIIRealSeal/ condensação lateral, GIV- RealSeal/ termoplástificação, GV- RealSeal SE/condensação lateral, GVI- RealSeal SE/ termoplástificação, Grupo controle positivo e Grupo controle negativo. As cavidades coronárias ficaram expostas ao meio bucal por um período de 75 dias e, passado este período experimental, os cães foram eutanásiados por superdosagem de anestésico. Foi realizada a remoção cirúrgica das partes correspondentes aos pré-molares e incisivos da maxila e da mandíbula, fixação das mesmas em solução de formol a 10% por 72h e desmineralização em solução de ácido fórmico a 20% + citrato de sódio a 10% pelo período mínimo de 90 dias. Posteriormente, realizou-se a rotina histológica com cortes seriados com espessura de 6m e estes foram corados com hematoxilina e eosina (HE). Cada corte histológico foi digitalizado e analisado em relação à existência de patologia periapical por três avaliadores independentes. Os dados obtidos foram confrontados estatisticamente utilizando o teste de Kruskal-Wallis seguido do teste comparativo de Dunn, observando-se que em relação às técnicas, a termoplástificação por ondas contínuas de condensação associada à técnica de injeção mostrou melhores condições periapicais quando comparada à técnica de condensação lateral (p=0.0055), sendo que a utilização desta técnica resultou em reações inflamatórias mais intensas para o cimento RealSeal SE (p=0.002). Em relação aos cimentos avaliados, o RealSeal SE mostrou-se menos eficaz em evitar a percolação, produzindo maiores níveis de inflamação crônica independentemente do sistema de obturação (p=0.0088). / Considering the need for three-dimensional obturations and adequate marginal sealing of the radicular canal system as being decisive factors for successful endodontic therapy, this study had as its objective the evaluation of periapical inflammatory responses resulting from coronary infiltration in dog\'s teeth obturated using different resin sealers (AH Plus, RealSeal and RealSeal SE) and different obturation techniques (lateral condensation and thermoplastic). For this study, premolars, central and lateral incisors from five dogs had endodontic treatment employing NiTi files and Endo PTC cream associated with 1% sodium hypochlorite. The working length was established at a distance of 1.0 to 1.5mm short of the radiographic apex. After this, the teeth were obturated according to their experimental groups (n=12) and control groups (n=10). The groups were defined as follows: GI - AH Plus/lateral condensation, GII - AH Plus/thermoplastic, GIII - RealSeal/lateral condensation, GIV - RealSeal/thermoplastic, GV - RealSeal SE/lateral condensation, GVI - RealSeal SE/ thermoplastic, a positive control group and a negative control group. The coronal access were left exposed to the oral environment for a period of seventy-five days, and after this experimental period, the dogs were euthanized by anesthetic overdose. The parts corresponding to the premolars and the maxilar incisors were surgically removed. These were then submitted to a solution of 10% formol for 72 hours and then demineralized in a solution of 20% formic acid and 10% sodium citrate for a minimum period of ninety days. Before hand, a histological routine of serial cuts having a width of 6m was undertaken and these were colored with hematoxilin and eosin (HE). Each histological cut was digitalized and analyzed with respect to the existence of periapical inflammation by three independent evaluators. The data obtained was statistically compared, firstly using the Kruskal-Wallis test and then the comparative Dunn test, where it was noted that in relation to the techniques, thermoplastification by continuous wave of condensation associated with the injection technique showed better periapical conditions than what was seen for the lateral condensation technique (p=0.0055). On the other hand, for the sealers evaluated, the condensation technique resulted in more intense inflammatory reactions when the sealer RealSeal SE was used (p=0.002). In relation to the sealers evaluated, RealSeal SE was seen to be less effective against percolation, thus producing greater levels of chronic inflammation irrespective of the obturation system employed (p=0.0088).

Dentre as variações morfológicas possivelmente associadas ao potencial fisiológico das sementes está o tamanho do embrião. Uma das abordagens atuais da pesquisa sobre análise de imagens de sementes radiografadas é verificar até que ponto a relação entre o grau de desenvolvimento embrionário e o espaço disponível na cavidade interna da semente está associada ao desempenho da semente. Os objetivos deste trabalho foram verificar a eficiência de diferentes testes na avaliação do vigor de sementes de algodão ao longo do armazenamento, verificar a possível relação entre o espaço livre na cavidade interna e o potencial fisiológico das sementes durante o armazenamento e verificar se há relação entre o espaço livre e o desempenho de sementes de algodão. Diferentes lotes de sementes de algodão, cultivares BRS 293 e FMT 709, foram armazenados em câmara fria e seca (10 °C e 30% de UR do ar) e em ambiente natural, durante oito meses. As avaliações da germinação e do vigor (primeira contagem de germinação, germinação a baixa temperatura, envelhecimento acelerado tradicional e com solução saturada de NaCl, emergência de plântulas em campo e análise computadorizada de imagens de plântulas - SVIS®) foram realizadas a cada dois meses de armazenamento. Para avaliação do espaço livre, as sementes de cada lote foram radiografadas e analisadas por meio dos softwares Tomato Analyzer e Image-Pro® Plus. Os resultados indicaram que os testes de envelhecimento acelerado (tradicional e com solução saturada de NaCl), emergência de plântulas em campo e SVIS® (comprimento de plântulas) são adequados para avaliação do vigor de sementes de algodão, sendo o envelhecimento acelerado tradicional e as análises SVIS® (comprimento de plântulas) sensíveis para detectar redução no potencial fisiológico das sementes durante o armazenamento. No entanto, a queda do vigor das sementes de algodão não está associada ao espaço livre na cavidade interna das sementes. Contudo, há indícios de uma relação inversamente proporcional entre o espaço livre e a germinação de sementes de algodão. / One of the morphological variations usually referred as associated to seed physiological potential is the embryo size. A primary interest of image analysis of Xrayed seeds is to identify whether the ratio between the degree of embryo development and the available space in the internal seed cavity is related to seed performance. The objectives of this research were to verify the accuracy of different tests to assess the vigor of cotton seeds during storage, to check the possible relationship between the free space and cotton seed physiological potential during storage and to verify if the relationship between the free space and cotton seed performance exist. Cotton seed lots of BRS 293 and FMT 709 cultivars were stored during eight months under two environments: cold and dry chamber (10 °C and 30% relative air humidity) and laboratory non-controlled condition. Evaluations of seed germination and vigor (germination first count, cool germination, traditional and saturated salt accelerated aging, field seedling emergence and seedling imaging automated analysis - SVIS®) were performed at two months intervals during storage. Free space was evaluated in radiographed seeds from each lot using Tomato Analyzer and Image-Pro® Plus softwares. Results showed that the accelerated aging tests (traditional and with saturated NaCl), field seedling emergence and SVIS® (seedling length) are suitable for evaluate the cotton seed vigor and the traditional accelerated aging and SVIS® (seedling length) are sensitive to detect reductions in seed physiological potential during storage. However, the reduction of cotton seed vigor is not associated with the free space in the internal cavity of the seed. Nevertheless, there is evidence of an inverse relationship between the free space and germination of cotton seed.

自19世紀以降，各國體認以國內法律為基礎的保護方式具有侷限性，因此開始嘗試以國際條約的方式對智慧財產權進行規範，產生了巴黎公約、伯恩公約、羅馬公約等國際協定，可定位為智慧財產權保護多邊貿易架構形成的第一階段，也是第一次各國國內立法朝國際保護靠攏的現象。1967年WIPO成立使多邊貿易架構顯得較為完備，然而在WIPO之運作架構下又因為不同國家的立場分歧未能進一步修正智慧財產權公約，多邊架構發展出現瓶頸，已開發國家未因此退出多邊貿易架構，反而選擇持續完善此多邊架構。TRIPS於1995年烏拉圭回合後生效，規定了嚴格且具體的執行規範，但是多邊架構未能於TRIPS後再取得重大成果，已開發國家和開發中國家在智慧財產權利益之立場分歧使得多邊架構之發展陷入僵局。已開發國家於TRIPS後時期選擇了另一種途徑，本文舉美國FTAs貿易政策為例，發現此時出現了暫時偏離多邊架構，改以雙邊架構為政策重心的分離，惟雙邊貿易政策經本文分析並無法產生美國的預期效果。 ACTA的發展可以定位出美國目前的政策走向，改採協商複邊貿易協定的方式，希望可以循FTAs政策的途徑，企圖讓ACTA此複邊架構的成果可以擴張到多邊架構中。本文認為2010年12月公布最終版本的ACTA能否順利生效仍屬未知數，即便順利生效，依其談判成果可以推定，已無法達到所有參與談判國的預期。不論已開發國家之後的政策走向為何，我們可以發現擁有智慧財產權利益國家的最終目標仍是提升國際間智慧財產權保護水準，過程中則變動地、持續地在多邊、複邊貿易架構中，選擇性執行能達成最終目標的政策，國際智慧財產權保護貿易架構中存在著各國政策反覆於多邊、複邊架構間來回擺盪的分合現象。 關鍵字：TRIPS、反仿冒貿易協定、智慧財產權保護、TRIPS-Plus / Countries found out that the protection of intellectual property based only on national law was insufficient. They chosen to base on international agreement from 19 century and concluded important treaties such as Paris Convention, Berne Convention and Rome Convention. This is the first phase in the process of which the intellectual property protection under the multilateral trade framework forming. WIPO was established at 1967 and completed the multilateral trade framework a little further. But countries had different positions thus could not obtain mutual recognition on specific issues. The developed countries did not walk away from the framework; nevertheless, they worked even harder to try to get some result. TRIPS came into force at 1995 after the Uruguay Round which is the most important multilateral agreement at the present day. The multilateral trade framework was stuck after TRIPS resulting from the gap between the developed and developing countries. The former began to work in other direction. We took the U.S. bilateral trade policy of FTAs as an example and found out there is a temporary departure from the multilateral trade framework at this phase. The U.S. policy of FTAs however didn’t achieve the goal expected. We could point out the next step of U.S. by observing the negotiation of Anti-Counterfeiting Trade Agreement (ACTA). U.S. took a different approach by negotiating the ACTA and hoped there will be a spillover effect from the plurilateral agreement to the multilateral framework. Negotiating parties announced the final draft of ACTA on December 3rd, 2010. After analyzing the final draft, we could make a conclusion that the result from the negotiation is not outstanding; moreover, it is not clear whether the agreement will come into force in time. No matter what kind of action will the developed countries take in the next, their final and utmost goal is always trying to protect the intellectual property and their related interest. Changing policy becomes the normal condition. This leads to the phenomenon that the intellectual property protection is continuously swaying from the multilateral side to the bilateral or plurilateral trade framework, and vice versa. Key Words: TRIPS, Anti-Counterfeiting Trade Agreement, Intellectual Property Protection, TRIPS-Plus

A segmented market, according to traditional methods, appears increasingly difficult in mature consumer markets. A common explanation is that the mature markets are often characterised by over-supply which results in a great variety of choices for the consumer. Furthermore, the consumer of today has a more complex and flexible purchase behaviour which is difficult to catch. This makes consumer segmentation difficult. International studies indicate that dividing consumers into generation cohorts might be advantageous in understanding consumers of today. For actors in the marketplace it is important to know their target groups to be able to attract them. The purpose of the present study is to describe and compare the generations, Generation Y (1978-1994) and 55 plus (1938-1953), with a starting point in a basic model of the purchase process and purchase behaviour. A secondary purpose of the study is to give some normative recommendations. The empirical part of the study focuses on the Swedish consumer market. The study is constructed by a combined design of methods. The initial part is qualitative and contains 16 in-depth interviews. After completing the interviews, a literature review was carried out. The last part of the empricial data collection is quantitative and based on a survey. The study shows differences in abilities and procedures to handle great information quantities and to avoid “information overload”. The two generations show different purchase behaviour in many respects, driven by different needs. Generation Y is more driven by social risk and social influence than the 55 plus cohort. Generation Y is tempted by the “right” brands, that are socially accepted and considered ”hot”. The younger generation endeavours to buy at the lowest price and therefore they have in general a low and often false loyalty vis-à-vis the stores. 55 plus, however, have in common a high and true loyalty vis-à-vis the stores. These older consumers are attracted by, and to great extent use, stores and employees which are regarded as competent and service-minded. In conclusion, generation Y could to a high degree be considered as emotional when choosing products but rational in their choice of distribution channel. 55 plus, on the other hand, is more rational when choosing products but emotional in their choice of distribution channel. Based on these result, we propose that the two generation cohorts should be approached in different ways, thus questioning a standardised mass marketing approach. Moreover, the study indicates that traditional marketing methods should be questioned and more focus should be given to emerging communication channels, for instance Internet-based communication channels, brand ambassadors and product placement. Keywords: Consumer behaviour, Generation Y, Generation 55 plus, Market communication, Segmentation, generation cohorts. Instructor: Ph D Anders Parment / Marknadssegmentering efter traditionella metoder ter sig allt svårare på mogna konsumentmarknader. Vanliga förklaringar till detta är att mogna marknader oftast präglas av utbudsöverskott, med ett stort antal valmöjligheter för konsumenten som följd. Därtill har nutidens konsumenter ett allt mer komplext, flexibelt och svårfångat köpmönster, vilket försvårar en segmentering. Internationella studier indikerar istället att en generationsindelning kan vara fördelaktig för att gruppera och förstå dagens konsumenter. För marknadsaktörer är det viktigt att känna sin målgrupp för att effektivt kunna attrahera dessa. Syftet med denna studie är att med utgångspunkt i en grundmodell av köpprocessen beskriva och jämföra generationerna Y (1978-1994) samt 55 plus (1938-1953) köpbeteende. Ett delsyfte är också att ge några normativa rekommendationer utifrån studiens resultat. Denna studie är avgränsad till privata konsumenter inom den svenska konsumtionsmarknaden. Studien bygger på en kombinerad metoddesign. Initialskedet är kvalitativt och består av 16 djupintervjuer. Efter dessa har en litteraturstudie genomförts. Den senare delen av studien är kvantitativ till sin karaktär och består främst av en enkätstudie. Studien visar på skillnader i förmåga samt tillvägagångssätt att hantera stora informationsmängder och undvika ”information overload”. Generationerna har i stora delar olika köpbeteenden samt drivs även av olika behov. Generation Y styrs mer än 55 plus av social risk samt social påverkan. Generation Y lockas av ”rätt” varumärken, vilka är socialt accepterade och betraktas som ”inne”. Dessa varor strävar den yngre generationen att köpa till lägsta pris och har därför generellt en låg och ofta falsk lojalitet mot butiker. 55 plus har istället generellt en hög och sann lojalitet mot inköpsställen. Dessa konsumenter attraheras och använder i hög grad butiker och personal som uppfattas som kompetenta och serviceinriktade. Sammanfattningsvis är Generation Y i hög grad emotionell i valet av produkter men rationell i val av distributionskanal. 55 plus å andra sidan är mer rationell i val av produkter men emotionella i sina val av distributionskanaler. Dessa resultat innebär att generationerna bör bearbetas på olika sätt och standardiserad massmarknadsföring skall ifrågasättas. Studien indikerar även att traditionella marknadsföringsmetoder bör omprövas och mer fokus ges till ”nya” alternativa kommunikationskanaler, exempelvis alternativa Internetbaserade kommunikationskanaler, varumärkesambassadörer samt produktplaceringar och detta främst för Generation Y. Nyckelord: Köpbeteende, Generation Y, Generation 55 plus, Marknadskommunikation, Segmentering, Generations kohorter. Handledare: Ph D Anders Parment

<p>A segmented market, according to traditional methods, appears increasingly difficult in mature consumer markets. A common explanation is that the mature markets are often characterised by over-supply which results in a great variety of choices for the consumer. Furthermore, the consumer of today has a more complex and flexible purchase behaviour which is difficult to catch. This makes consumer segmentation difficult. International studies indicate that dividing consumers into generation cohorts might be advantageous in understanding consumers of today. For actors in the marketplace it is important to know their target groups to be able to attract them. The purpose of the present study is to describe and compare the generations, Generation Y (1978-1994) and 55 plus (1938-1953), with a starting point in a basic model of the purchase process and purchase behaviour. A secondary purpose of the study is to give some normative recommendations.</p><p>The empirical part of the study focuses on the Swedish consumer market. The study is constructed by a combined design of methods. The initial part is qualitative and contains 16 in-depth interviews. After completing the interviews, a literature review was carried out. The last part of the empricial data collection is quantitative and based on a survey.</p><p>The study shows differences in abilities and procedures to handle great information quantities and to avoid “information overload”. The two generations show different purchase behaviour in many respects, driven by different needs. Generation Y is more driven by social risk and social influence than the 55 plus cohort. Generation Y is tempted by the “right” brands, that are socially accepted and considered ”hot”. The younger generation endeavours to buy at the lowest price and therefore they have in general a low and often false loyalty vis-à-vis the stores. 55 plus, however, have in common a high and true loyalty vis-à-vis the stores. These older consumers are attracted by, and to great extent use, stores and employees which are regarded as competent and service-minded. In conclusion, generation Y could to a high degree be considered as emotional when choosing products but rational in their choice of distribution channel. 55 plus, on the other hand, is more rational when choosing products but emotional in their choice of distribution channel.</p><p>Based on these result, we propose that the two generation cohorts should be approached in different ways, thus questioning a standardised mass marketing approach. Moreover, the study indicates that traditional marketing methods should be questioned and more focus should be given to emerging communication channels, for instance Internet-based communication channels, brand ambassadors and product placement.</p><p>Keywords: Consumer behaviour, Generation Y, Generation 55 plus, Market communication, Segmentation, generation cohorts.</p><p>Instructor: Ph D Anders Parment</p> / <p>Marknadssegmentering efter traditionella metoder ter sig allt svårare på mogna konsumentmarknader. Vanliga förklaringar till detta är att mogna marknader oftast präglas av utbudsöverskott, med ett stort antal valmöjligheter för konsumenten som följd. Därtill har nutidens konsumenter ett allt mer komplext, flexibelt och svårfångat köpmönster, vilket försvårar en segmentering. Internationella studier indikerar istället att en generationsindelning kan vara fördelaktig för att gruppera och förstå dagens konsumenter. För marknadsaktörer är det viktigt att känna sin målgrupp för att effektivt kunna attrahera dessa. Syftet med denna studie är att med utgångspunkt i en grundmodell av köpprocessen beskriva och jämföra generationerna Y (1978-1994) samt 55 plus (1938-1953) köpbeteende. Ett delsyfte är också att ge några normativa rekommendationer utifrån studiens resultat.</p><p>Denna studie är avgränsad till privata konsumenter inom den svenska konsumtionsmarknaden. Studien bygger på en kombinerad metoddesign. Initialskedet är kvalitativt och består av 16 djupintervjuer. Efter dessa har en litteraturstudie genomförts. Den senare delen av studien är kvantitativ till sin karaktär och består främst av en enkätstudie.</p><p>Studien visar på skillnader i förmåga samt tillvägagångssätt att hantera stora informationsmängder och undvika ”information overload”. Generationerna har i stora delar olika köpbeteenden samt drivs även av olika behov. Generation Y styrs mer än 55 plus av social risk samt social påverkan. Generation Y lockas av ”rätt” varumärken, vilka är socialt accepterade och betraktas som ”inne”. Dessa varor strävar den yngre generationen att köpa till lägsta pris och har därför generellt en låg och ofta falsk lojalitet mot butiker. 55 plus har istället generellt en hög och sann lojalitet mot inköpsställen. Dessa konsumenter attraheras och använder i hög grad butiker och personal som uppfattas som kompetenta och serviceinriktade. Sammanfattningsvis är Generation Y i hög grad emotionell i valet av produkter men rationell i val av distributionskanal. 55 plus å andra sidan är mer rationell i val av produkter men emotionella i sina val av distributionskanaler.</p><p>Dessa resultat innebär att generationerna bör bearbetas på olika sätt och standardiserad massmarknadsföring skall ifrågasättas. Studien indikerar även att traditionella marknadsföringsmetoder bör omprövas och mer fokus ges till ”nya” alternativa kommunikationskanaler, exempelvis alternativa Internetbaserade kommunikationskanaler, varumärkesambassadörer samt produktplaceringar och detta främst för Generation Y.</p><p>Nyckelord: Köpbeteende, Generation Y, Generation 55 plus, Marknadskommunikation, Segmentering, Generations kohorter.</p><p>Handledare: Ph D Anders Parment</p>

Die hohe Dichte und breite Verteilung von P2Y-Rezeptoren im Hirn von Säugetieren lässt für diese Rezeptoren eine wichtige Rolle in den Prozessen des zentralen Nervensystems vermuten. Um die Beteiligung von P2Y-Rezeptoren bei der Verarbeitung von Angst zu untersuchen, wurde in dieser Arbeit das P2Y1,11,12,13 -rezeptorspezifische ADP-Analogon Adenosin-5\'-O-2-thiodiphosphat (ADPßS), der P2X1,3-Rezeptoragonist a,b-methylen-ATP (a,bmeATP), der unspezifische P2-Rezeptorantagonist Pyridoxalphosphat-6-azophenyl-2’,4’-disulfonat (PPADS) und der spezifische P2Y1-Rezeptorantagonist N6-methyl-2’-deoxyadenosin-3’:5’bisphosphat (MRS 2179) Ratten intracerebroventrikulär injiziert und die Wirkung in einem Verhaltensversuch im standardisierten Angstmodell des elevated plus-maze untersucht. Die Substanzen wurden zu 0,5 μl verabreicht. ADPßS (50 fmol und 500 fmol) zeigte dabei anxiolytische Wirkung mit vermehrten Eintritten und gesteigerter Aufenthaltszeit der Tiere auf den offenen Armen. Eine Prämedikation mit PPADS (5 pmol) oder MRS 2179 (5 pmol) konnte diesen Effekt vollständig antagonisieren. Auch eine Vorbehandlung durch den unspezifischen NO-Synthase-Inhibitor Nw-nitro-L-arginin-methyl-ester (L-NAME) konnte die ADPβS-Wirkung verhindern. Bei alleiniger Gabe zeigten diese drei Substanzen anxiogene Wirkung mit einer verminderten Aufenthaltszeit und einer geringeren Zahl von Eintritten in die offenen Armen. Der anxiogene Effekt konnte wiederum durch eine Gabe von L-Arginin (500 pmol), einem Substrat der NO-Synthase (NOS), verhindert werden, nicht aber durch das Enantiomer D-Arginin (500 pmol), das kein Substrat der NOS darstellt. Die doppelte Immunfluoreszenz konnte die Präsenz der P2Y1-Rezeptoren an Neuronen in dorsomedialen Hypothalamus, Amygdala, Hippokampus und zentralen Höhlengrau wie auch die Kolokalisation von P2Y1-Rezeptoren und nNOS nachweisen. Die höchste Dichte an Immunoreaktivität fand sich im dorsomedialen Hypothalamus. Durch die lokale bilaterale Mikroinjektion von ADPßS und MRS 2179 konnten die in den vorausgegangen Versuchen erreichten Ergebnisse reproduziert und bestätigt werden. Zusammenfassend lässt sich postulieren, dass P2Y1-Rezeptoren maßgeblich an der Verarbeitung von Angst bei männlichen Wistar-Ratten beteiligt sind, die Wirkung eng mit der Veränderung der NO-Konzentration verbunden ist und dass diese im dorsomedialen Hypothalamus vermittelt wird. Inwieweit diese Mechanismen auch in Amygdala und Hippokampus eine Rolle spielen kann mit den vorliegenden Daten nicht abschließend beantwortet werden.