This dissertation demonstrates how categorization mindsets (introduced by Ulkumen et al., 2010) moderate the altruistic behavior of consumers in decisions that have consequences to others besides oneself. Categorization mindset refers to a way of thinking about options, and is induced by simple sorting or categorization tasks. Ulkumen et al. (2010) has shown that mindsets can be unidimensional (in terms of being focused on a single, salient dimension) or multidimensional (in that both salient and non-salient dimensions are processed). Across three experiments, this dissertation finds that a multidimensional mindset (compared to a unidimensional mindset) enhances the preference for other-oriented options among highly altruistic individuals, but enhances the preference toward self-oriented options among less altruistic individuals. An investigation of the process underlying the results reveals that the interaction between mindset and altruism results from what we describe as the “breadth of processing route.” This route suggests that multi-dimensional mindsets activates a comparative mode since both salient (self-outcome) and non-salient (other-outcome) dimensions are processed simultaneously, while unidimensional mindsets activate a non-comparative mode given that only the salient dimension of self-outcome is processed. The dissertation concludes with a discussion of the substantive and managerial implications along with suggestions for future research.

In the fast growing online social networks, one of the most commonly observed phenomena is the diffusion of information contents, behaviors or products through network members’ interactions. In this thesis, I study the diffusion phenomenon by examining the individual-level adoption decision, both theoretically and empirically. In the three essays, I study the effects of the strength of the interpersonal tie and the social network characteristics on a potential adopter’s decision-making, and investigate the measurement of network members’ influences. / text

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The primary aim of this study is to better understand the link between supportive and influential communication among individuals in romantic relationships and health behavior changes in their partners. Interdependence theory (Thibaut & Kelley, 1959) posits that individuals in relationships may interact in ways that emphasize their interconnected relationship by making behavioral transformations to align their own behavior with their partner (Kelley, 1979). In general, research suggests that behavioral transformations are associated with rewarding relationship outcomes (Rusbult & Van Lange, 2003), yet little is known about the communication climate within relationships and why individuals may engage in healthy or unhealthy behaviors for the sake of their relational partners. The present study examines how individuals make health-related transformations and how these transformations- both healthy and unhealthy- are associated with relationship quality, social support, and positive and negative social influence. Using the Actor-Partner Interdependence Model (Kenny, Kashy & Cook, 2006) and cross-sectional dyadic data from 169 couples, results indicate that individuals in relationships engage in healthy and unhealthy transformations for their partners and that interdependence theory assumptions can be applied to an interpersonal health communication context. Specifically, being in a supportive relationship was positively associated with health, relationship quality, and healthy behavior transformations. Social influence results were mixed. Positive social influence was associated with an individual's own health, relationship satisfaction, and their partner's health behavior transformations; negative social influence was associated with lower relationship satisfaction and commitment and more frequent unhealthy behavior transformations. Individuals who reported making healthy behavior changes for their partners experienced better relationship quality. Taken together, the results of this study highlight the importance of investigating health behaviors and communication as interdependent components of interpersonal relationships.

We construct and examine a model of adoption of a product or policy using, firstly, a system of differential equations and then secondly, through simulation, an agent- based model. Awareness must come before adoption, and we model this as a simple epidemic type model, where information is spread through advertising and contact with other agents in the population. Adoption is then conditional on awareness and occurs only if the agent finds the perceived cost acceptable. After simulating the system using an agent-based model, we introduce heterogeneity through the model parameters, which are then considered individual attributes and include influence rates, effectiveness of advertising, price sensitivity, and speed of adoption. We also examine the effects of various network topologies by organizing individuals into lattice and preferential attachment networks. From there, we add two extra components to the adoption mechanism by introducing a social influence factor by which an agent can be influenced by the adoption patterns of their neighbourhood, as well as a green factor, which assumes an environmental product or policy being adopted and is the likelihood that an individual will adopt based on environmental reasons alone.

This research examines the evolutionary eating patterns of consumers when eating with those they are in relationships with, moving beyond eating decisions made in isolation or in the presence of strangers. Across three studies, unique patterns of consumption emerge when males and females are in different stages of romantic relationships. I demonstrate that the evolutionary motives of mate acquisition and mate retention drive eating patterns for relationship partners relative to their gender. I show that females match the eating habits of males at early stages in the relationship but are more independent later in the relationship, while males match eating habits of females in later stages in the relationships but are more independent early in relationships. I discuss how evolutionary eating patterns contribute to high obesity rates, provide recommendations for avoiding unhealthy eating among couples, and shed light on common cultural beliefs about weight gain in social relationships.

Social endorsements are user-generated endorsements of products or services, such as “likes” and personal collections, in an online social platform. We examine the effect of prior social endorsements on subsequent users’ tendency to endorse or examine a product in a social shopping context, where a social platform connect consumers and enable a collaborative shopping experience. This research consists of two parts. In part I, we identify two ways prior social endorsements can affect subsequent user behavior: as a crowd endorsement, which is an aggregate number of endorsements a product receives for anyone who comes across the product, and as a friend endorsement, which is an endorsement with the endorser’s identity delivered only to the endorser’s friends or followers. Using a panel data of 1656 products on a leading social shopping platform, we quantify the relationship between crowd and friend endorsements and subsequent examination (“click”) and endorsement (“like”) of the products, noting that examination is a private behavior while endorsement is a public behavior. Our results are consistent with the identity signaling theory where identity-conscious consumers converge with the aspiration group (the followers) in their public behavior (e.g. endorsement) and diverge from the avoidance groups (the crowd). We also find differences between public and private behaviors. Moreover, the symbolic nature of social shopping platform trumps the traditional dichotomy of symbolic/functional product attributes. Part II of this study seeks to clarify the underlying mechanism through lab experiments. We hypothesize that consumers’ evaluative attitude, specifically the value-expressive type, moderates the relationship between crowd and friend endorsements and a focal user’s product choice. Our initial results of the second study show support for this idea in the cases when the product choice is not obvious.

This study examined the pattern of online public opinion change in China by investigating the top one hit blog and its following commentaries of every day from July 2009 to March 2012 on a famous Chinese website, and then discussed potential factors that affected the formation of online public opinion. The extent of freedom of online public opinion during this period presented regular fluctuations. Whether criticisms were registered by commentators was influenced by four factors. First and most important, the negative tone of bloggers increased criticism and the positive tone decreased criticism, which shows that the news that flows from the media to the public is amplified and interpreted by influential bloggers according to the two-step flow theory. Second, while national and local events had no effect, international news events decreased criticism because the public strongly supported the Chinese government. This was as important as the first factor. Third, the negative tone of events discussed in blogs increased criticism, which means that the mass media did have some direct influence through negative but not positive events. And fourth, when the government censored blogs and commentaries, the public shied away from criticism because their posts would probably be removed.

Individens uppsatta livsmål och planering kring dessa kan ha inverkan på långsiktigt välmående. Olika samhällen har kulturella skillnader som kan vara en bidragande orsak till varför personer gör vissa val. Syftet med studien var att identifiera dessa skillnader för att se samband där olika livsmål kan bidra till olika upplevelser av ett meningsfullt liv. Intervjuer genomfördes med åtta respondenter från en storstad och åtta respondenter från en landsort, med lika många av vardera kön i åldrarna 20-27 år. Detta gjordes för att identifiera vilka livsmål de olika grupperna säger sig sträva efter och se om det fanns en skillnad i livsmål mellan grupperna. De teman som intervjuerna byggde på var relationer, generativitet, värderingar och prestation. Fler av deltagarna i landsorten uttryckte att de ville bilda familj tidigare än deltagarna från storstaden som i sin tur då lade mer fokus på ekonomi. Skillnaden kan tänkas bero på demografiska och kulturella faktorer.

Purpose: The purpose of this study was to find what factors, and to what extent these factors, affects students buying behavior regarding textbooks online.   Method: A quantitative and deductive approach by collecting data using a questionnaire through Facebook.  The population for this study is University students in Sweden, and convenience sampling was used. A descriptive research design was chosen for this thesis.   Conclusions: In this research it was clear that students did not experience perceived risk when purchasing online. Regarding the price as an affecting factor, there was an impact on the students buying behavior. Also the convenience was seen as a factor that was influencing a purchase. The two last factors, social influence and brand awareness, was affecting the students buying behavior but should be treated carefully.   Paper type: Research paper.