This thesis concerns with effectiveness of cause related marketing, the promotion tool, by which the firm tries to positively influence relations with consumers. In first three chapters the tool of cause related marketing is presented, some examples of successful foreign and also home campaigns are given, and facts about perception and attitudes of American consumers especially the Millenial generation members toward the cause related marketing are placed here. In next four chapters the thesis concerns with own research of attitudes of Czech millenials, analyses the outcomes and compares the differences in answers according to sex, age and the place of living. At the end some contrasts in the attitudes of Czech and American consumers are studied.

Au sein de cette thèse, j’examine l’influence de l’identité du consommateur (ex. matérialisme, construction de soi) sur les stratégies marketing ciblant les jeunes consommateurs (millénaire).Dans l’Essai 1, j’explore comment les consommateurs matérialistes peuvent être encouragés à agir de manière pro-sociale en actionnant leur motivation de recherche de prestige pendant la consommation de produits de luxe et comment les marques de luxe peuvent maximiser la participation des consommateurs via des campagnes de cause-related marketing centrées sur le produit.Dans l’Essai 2, je déploie la théorie des coûts d’interaction sociale plus bas pour étudier les effets de l’individualisme (vs. collectivisme) sur le choix de répondre à son besoin d’appartenance via l’interaction sociale digitalement-médiée. / In this dissertation, I examine the influence of consumer identity (e.g., materialism, self-construal) on marketing strategy targeting young consumers (i.e., millennials).In Essay 1, I explore how materialistic consumers can be nudged to act prosocially by leveraging their status-seeking motivations in the context of luxury consumption, and luxury brands will maximize participation of consumers by utilizing product-linked cause-related marketing (CRM) campaigns.In Essay 2, I investigate the effects of individualism (vs. collectivism) on preferences for meeting belonging needs through digitally mediated social interaction, through the lens of lower social interaction costs.

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The master thesis focuses on cause-related marketing (CRM) as one of the type of cooperation between NGOs and companies. Broader context of CRM is described in a theoretical part from the perspective of corporate environment as well as non-profit sector. One of the sections of the theoretical part is devoted to areas related to the success of CRM campaigns and this topic covers largely an empirical part of the thesis. There is a qualitative study based on a case study of a successful CRM campaign from the Czech Republic. The campaign was chosen by factors assuming the success of the CRM campaign which are described in the theory. First, the historical development of the campaign is described; the success of the campaign is investigated from the view of the NGO and the company afterwards. The empirical research is focuses on factors which could influence the success of the CRM campaign and how is the success perceived by representatives of the NGO and the company.

Background: HIV- and MSM-related stigma are well documented as common for Chinese men who have sex with men (MSM) living with HIV, yet there is sparse literature on intimate partner violence (IPV) and its relationship with stigma in this vulnerable population. To evaluate the association between HIV-stigma and stigma related to homosexuality and IPV among newly HIV-diagnosed MSM in China. Methods: Data were collected in the baseline survey among newly HIV-diagnosed Chinese MSM in a randomized clinical trial via face-to-face interviews. Univariate logistic and multivariate logistic regression analyses were performed to assess the associations between IPV and HIV- and MSM-related stigma. Results: Of 367 newly HIV-diagnosed Chinese MSM, 23.7% experienced any IPV, including 16.6% physical, 7.4% psychological and 5.2% sexual IPV. Positive associations were found between HIV- and MSM-related stigma and IPV. Men with high HIV-related stigma (score ≥ 27) were 1.67 times as likely to experience any IPV as those with low stigma (adjusted odds ratio [AOR]: 1.67, 95% confidence interval [CI]: 1.02-2.76). Men with high MSM-related stigma (score ≥ 6) were 1.99 times as likely to experience any IPV as those with low stigma (AOR: 1.99, 95% CI: 1.18-3.36). Conclusions: HIV- and MSM-related stigmas was positively associated with IPV experiences among newly diagnosed MSM in China. The manner in which stigma may exacerbate IPV, and/or the influence of IPV on worsening stigma should be further evaluated. The high prevalence of IPV and stigma in this population suggests that interventions should be taken to reduce stigma and prevent this risky behavior among MSM.

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Bakgrund: Substansbruk är ett växande problem i världen och personer med substansbruk påträffas i alla delar av vården på grund av deras omfattande samsjuklighet. Patientgruppen upplever att de fördomarna som finns mot substansbruk i allmänhet även är närvarande i vårdmötet. Syfte: Syftet med studien var att undersöka vårdpersonals erfarenhet av att möta patienter med substansbruk i somatisk vård. Metod: En litteraturstudie baserad på nio kvalitativa artiklar. Databassökningen genomfördes i Cinahl, PubMed, PsychInfo samt via en manuell sökning. Resultatanalysen gjordes enligt Fribergs femstegsmodell. Resultat: Utifrån resultatet formades två huvudkategorier och nio underkategorier. De två huvudkategorierna var; Vårdpersonalens inre kamp mellan fördomar och professionalism och Konkreta hinder och förutsättningar för en förändring. Konklusion: Vårdpersonal upplevde flertalet hinder kring att ge en god vård till patientgruppen. Många av de hinder som upplevdes skulle kunna förklaras med den allmänna okunskapen, avsaknaden av stöd och begränsade erfarenheten av patientgruppen. Mer utbildning och stöd skulle i förlängningen kunna leda till ett bättre bemötande och vård för denna patientgrupp. / Background: Substance use is a growing problem in the world and people with substance use are found in all parts of the healthcare system due to their extensive comorbidity. The prejudices that exist against substance use in general is also experienced by the patient group in the care setting.  Aim: The purpose of the study was to investigate healthcare professionals' experience of meeting patients with substance use in somatic care. Methods: A literature study based on nine qualitative articles. The database search was conducted in Cinahl, PubMed, PsychInfo and by a manual search. The result analysis was conducted according to Friberg's five-step model. Results: Based on the results, two main categories and nine subcategories were formed. The two main categories were; The inner struggles of healthcare professionals between prejudice and professionalism and Specific obstacles and opportunities for change. Conclusion: Healthcare professionals experienced several different obstacles in providing good care to the patient group. These could be explained by the general lack of knowledge, support and limited experience. Further education and support could in the long run lead to better treatment and care for this patient group.

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Introduction: Men who have sex with men (MSM) are more likely to experience Intimate partner violence (IPV) during their lifetime than heterosexual couples. HIV-status and related HIV stigma may play an important role in IPV within intimate partnerships among MSM. HIV- and MSM-related stigmas are common among Chinese MSM, yet there is sparse literature on IPV and its relationship with stigma in this vulnerable population. We evaluate the prevalence of IPV and its relationship with HIV- and MSM-related stigma among newly diagnosed HIV-infected MSM in Beijing, China. Methods: Data were collected in the baseline survey among newly HIV-diagnosed Chinese MSM in a randomized clinical trial via face-to-face interviews. Simple and multiple logistic regression analyses were performed to assess the associations between IPV and HIV- and MSM-related stigma. Results: Of 367 newly HIV-diagnosed Chinese MSM, 23.7% experienced any IPV, including 16.6% physical, 7.4% psychological and 5.2% sexual IPV. Positive associations were found between HIV- and MSM-related stigma and IPV. Men with high HIV-related stigma (score ≥27) were 1.68 times as likely to experience any IPV as those with low stigma (adjusted odds ratio [AOR]: 1.68, 95% confidence interval [CI]: 1.03-2.76). Men with high MSM-related stigma (score ≥6) were 1.98 times as likely to experience any IPV as those with low stigma (AOR: 1.98, 95% CI: 1.19-3.31). Men with high HIV- and MSM-related stigma were 2.86 times as likely to experience any IPV as those with low stigma (AOR: 2.86, 95% CI: 1.44-5.69). Conclusion: HIV- and MSM-related stigma was positively associated with IPV experiences among newly diagnosed MSM in China. The manner in which stigma may exacerbate IPV, and/or the influence of IPV on worsening stigma should be further evaluated. The high prevalence of IPV and stigma in this population suggests that interventions should be taken to reduce stigma and prevent this risky behavior among MSM.

Moderate-to-severe traumatic brain injury (M/S TBI) can affect an individual's ability to perform daily tasks. For example, individuals with M/S TBI are more likely to commit errors on tasks such as making a meal or wrapping a present. The neural processes involved in such errors are poorly understood. Studies suggest that neurophysiologic markers of cognitive control and error processing may be helpful in gaining additional insight into errors on naturalistic action tasks. Unfortunately, previous experimental methods left a methodological gap which limited the use of neurophysiological markers in the study of naturalistic action. Several recent studies in healthy adults have suggested one method of bridging the gap by having individuals observe another person's errors. The current study was the first study to employ the method in a TBI population as a possible means of gaining additional insight into the detrimental effects of M/S TBI on the performance of naturalistic actions. In order to gain additional insight into the effects of M/S TBI on the completion of naturalistic tasks I used two neurophysiologic markers of cognitive control and error processing. They were the observer error related negativity (oERN) and the P300 components of the scalp-recorded event-related potential (ERP). I hypothesized that individuals with M/S TBI would demonstrate error-specific changes in the two oERN and P300 that would correlate with self-reported difficulties in daily functioning. The study consisted of two experiments. One compared 15 individuals with M/S TBI to 17 demographically similar healthy controls on an error related naturalistic action based picture task. The second compared an overlapping sample of 16 individuals with M/S TBI to 16 demographically similar controls as they watched a confederate complete the Erikson flanker task, a commonly used task in the study of electrophysiological markers. Accuracy (error vs. correct) and group (M/S TBI vs. control) effects were analyzed using 2 x 2 repeated measures ANOVAs on ERP amplitude and latency. Pearson product-moment correlations were calculated to evaluate the relationship between the P300 and oERN and measures of self-reported executive functioning (Frontal Systems Behavior Scale, FrSBe) and neuropsychological measures. Findings supported a difference between the control and M/S TBI groups in how errors were processed during the naturalistic actions based picture task. There was an interaction between group membership and response accuracy (error vs. correct) on P300 amplitude and P300 latency. Controls demonstrated reduced P300 amplitude and latency on error trials compared to correct trials. Individuals with M/S TBI did not demonstrate a significant difference between correct trials and error trials on P300 amplitude and latency. The amplitude and latency of the P300 were correlated with self-reported functional difficulties in individuals with M/S TBI but not control participants. A Fisher's r -- z analysis indicated that correlations differed significantly between groups; however, an outlier was identified in the correlational data. Removal of the outlier data led to non-significant results in the Fisher's r -- z analysis. Taken together, results of the picture task supplied evidence that for individuals with M/S TBI differences in neurophysiologic markers between groups could be explained by reduced adaptation to complexity or by possible deficits in a secondary error processing pathway for complex errors. Future research could focus on better defining the functional relationship between P300 amplitude and latency and increased errors in naturalistic actions following M/S TBI. Observation of the flanker task did not elicit oERN waveforms from either healthy controls or from individuals with M/S TBI. The results could be due to problems with the current task, but also raised some concerns about previous studies using the flanker task which employed a slightly different methodology requiring participants to count errors. The current study did not require participant to count errors. As a whole, the study supplied partial support for using electrophysiological markers of error processing to gain additional understanding increased errors in the performance of naturalistic actions following M/S TBI.