Victims of domestic violence (DV) are growing, still the number of cases reported isn't. In Rättvik only half the amount of cases are reported compared to two years ago. Rättvik is working to reduce DV by starting the project "Våga Hjälpa!". The purpose of this study was to use a quantitative approach to examine if the project is known in Rättvik. The study's based on a survey with a 27% response rate. The analysis was made by SPSS and interpreted on the basis of conformity, the bystander effect and the Theory of Planned Behaviour. Results show that the majority haven't been in contact with DV and that the knowledge of how to act is evenly spread. The study concludes with an objective evalution of "Våga Hjälpa!" where our study results are related to the project objectives. The evaluation partly shows a fullfilled result but also some improvement opportunities. / Allt fler blir offer för våld i nära relationer, trots detta ökar inte anmälda relationsvåldsbrott. I Rättviks kommun ser man idag en halvering av anmälda våldsbrott i jämförelse med två år tillbaka. Kommunen arbetar aktivt för att minska relationsvåldsbrott och har startat projektet "Våga hjälpa!". Syftet med denna studie var att med en kvantitativ ansats undersöka i vilken utsträckning projektet "Våga Hjälpa!" är känt bland Rättviks invånare. Studien bygger på en enkätundersökning med en svarsfrekvens på 27%. Analysen av materialet har gjorts genom SPSS för att sedan tolkas utifrån konformitet, åskådareffekten samt Theory of Planned Behaviour. Resultatet av studien visar att majoriteten av respondenterna inte kommit i kontakt med relationsvåld samt en jämn spridning avseende kunskap om hur man ska agera. Studien avslutas med en målutvärdering av "Våga Hjälpa!" där resultatet av vår studie relateras till projektets mål. Denna utvärdering påvisar delvis ett uppfyllt resultat men även vissa förbättringsmöjligheter.

Abstract Purpose - The purpose of this master thesis is to research the Generation Y’s online purchase intention for fashion items while creating and using a customised avatar. Overall, the objective is to create a better understanding of this technology’s potential, formulate managerial implications for fashion businesses and strengthen business viability. Design/Methodology/Approach - The research approach of this study is deductive, whereby hypotheses derive from the Decomposed Theory of Planned Behaviour. After secondary data is reviewed, a single quantitative data collection is applied, thus following a mono-method. This primary data is gathered virtually through a self-administered online questionnaire. A total number of 205 qualified responses from the Generation Y are statistically analysed using a structural equation modelling. This descriptive research design is chosen to conduct the relationships between the latent variables and the behavioural intention. Findings - The empirical findings reveal, that the attitude, subjective norm and perceived behavioural control significantly and positively influence the Generation Y’s online purchase intention to create and use a customised avatar. While the attitude, with the behavioural belief of perceived usefulness specifically, shows the strongest influence on the behavioural intention, the research sample also sees a fit to all technology facilitating conditions, affecting the perceived behavioural control. In comparison to this, the subjective norm influences the behavioural intention in a weaker manner, whereby the research sample is influenced more by external than interpersonal factors. Implications - To enlarge the Generation Y’s online fashion purchase intention while creating and using a customised avatar, fashion marketers are advised to highlight and improve the usefulness of the technology. Fashion businesses are recommended to implement interactive digital platforms, by employing influencer marketing, in order to endorse and promote the brand awareness in regard to the technology. Originality/Value - This master thesis addresses the online purchase intention for fashion items while creating and using a customised avatar from a commercial perspective. Where prior literature findings lack the link to managerial implications, this study examines the Generation Y’s behavioural intention towards this technology. The Generation Y has an immense and increasing purchasing power, which is accompanied with technical skills, thus making them crucial for the market success of online fashion businesses. Therefore, the authors examine the technology's commercial potential and encompass the whole fashion industry.

Generic medicines are very important in driving down the health care cost. In a country like South Africa, where more than 80% of the population depend on the state health care, it is important to find ways to reduce cost. The main aim of the study was to evaluate the attitude towards generic medicines by pharmacists in Gauteng province of South Africa. Gauteng as the economic hub of the country, with the highest population and the highest number of pharmacies and pharmacists, obtaining a picture around the attitude towards generic medicines would help the all the stakeholders in the health care sector to identify areas of concern and address them to drive a positive attitude. In order to evaluate the attitude, Fishbein models, which noted the intention to perform the behaviour in question as the immediate antecedent of any behaviour, were used. The models identified two conceptually independent determinants of intention, which are attitude towards the behaviour (personal) and subjective norm (social). Depending of which model one is using, one more determinant of the intention “perceived behavioural control” can be added on the theory of reasoned action to form model of planned behaviour. By evaluating the attitude one can therefore determine the level of intention to perform the behaviour of interest which is generic substitution in this study. An empirical study was conducted among 116 pharmacists and assistants in Gauteng province. The methodology included research design, instrument development, sampling methods, data collection, capturing and statistical analysis. The results were analysed using Cronbach Alpha coefficients to measure reliability of the research instrument, t-test and ANOVA to test the hypothesis and the variance between groups; the effect sizes and Spearman's rho to determine the correlation and relationship between two variables of interest. The results of the study showed that, 94% of the respondents believe that generics are viable alternatives to innovator medicines. On the question of pharmacists’ attitude towards generic medicines results showed that there was no significant difference in almost all the demographic characteristics gender, age, qualifications, employment level, years of experience and type of pharmacy one practices. The only significant driver of the difference in attitude is the location of the pharmacy where pharmacists practicing in the townships and the city centre were found to be more receptive to generics than those in the suburbs. Due to reliability failure on the control belief construct, the theory of planned behaviour was downgraded to theory of reasoned action, to exclude the control belief construct for further statistical analysis. Correlation between the two attitudes constructs, behavioural belief and evaluation of behavioural outcome was one of the highest, where behavioural belief was identified as the direct measure of attitude and also the main driver. The study concluded that attitude is one of the most important personal factors influencing both the organisation and individual consumer buying behaviour. Evaluating individuals’ attitude to the behaviour (use of a product or service) would help marketers to communicate the right message to the right customers. / MBA, North-West University, Potchefstroom Campus, 2015

Generic medicines are very important in driving down the health care cost. In a country like South Africa, where more than 80% of the population depend on the state health care, it is important to find ways to reduce cost. The main aim of the study was to evaluate the attitude towards generic medicines by pharmacists in Gauteng province of South Africa. Gauteng as the economic hub of the country, with the highest population and the highest number of pharmacies and pharmacists, obtaining a picture around the attitude towards generic medicines would help the all the stakeholders in the health care sector to identify areas of concern and address them to drive a positive attitude. In order to evaluate the attitude, Fishbein models, which noted the intention to perform the behaviour in question as the immediate antecedent of any behaviour, were used. The models identified two conceptually independent determinants of intention, which are attitude towards the behaviour (personal) and subjective norm (social). Depending of which model one is using, one more determinant of the intention “perceived behavioural control” can be added on the theory of reasoned action to form model of planned behaviour. By evaluating the attitude one can therefore determine the level of intention to perform the behaviour of interest which is generic substitution in this study. An empirical study was conducted among 116 pharmacists and assistants in Gauteng province. The methodology included research design, instrument development, sampling methods, data collection, capturing and statistical analysis. The results were analysed using Cronbach Alpha coefficients to measure reliability of the research instrument, t-test and ANOVA to test the hypothesis and the variance between groups; the effect sizes and Spearman's rho to determine the correlation and relationship between two variables of interest. The results of the study showed that, 94% of the respondents believe that generics are viable alternatives to innovator medicines. On the question of pharmacists’ attitude towards generic medicines results showed that there was no significant difference in almost all the demographic characteristics gender, age, qualifications, employment level, years of experience and type of pharmacy one practices. The only significant driver of the difference in attitude is the location of the pharmacy where pharmacists practicing in the townships and the city centre were found to be more receptive to generics than those in the suburbs. Due to reliability failure on the control belief construct, the theory of planned behaviour was downgraded to theory of reasoned action, to exclude the control belief construct for further statistical analysis. Correlation between the two attitudes constructs, behavioural belief and evaluation of behavioural outcome was one of the highest, where behavioural belief was identified as the direct measure of attitude and also the main driver. The study concluded that attitude is one of the most important personal factors influencing both the organisation and individual consumer buying behaviour. Evaluating individuals’ attitude to the behaviour (use of a product or service) would help marketers to communicate the right message to the right customers. / MBA, North-West University, Potchefstroom Campus, 2015

This thesis attempts to bridge the gap between Social Psychology and Sociolinguistics by exploring the relationship between language attitudes and language use. Using a sample of 71 university students in Spain, it investigates how learners deal with phonological variation in the English language, what language attitudes are held towards American and British models of English speech and which social and psychological factors are linked with learners' language attitudes and language use. A social-psychological model was adopted and adapted, allowing learners' use of intervocalic /t/ to be successfully predicted from measures of attitude, subjective norm and perceived behavioural control. Direct measures of learners' preferred accent and pronunciation class were also highly predictive of learners' language use. Several trends were found in the attitudinal data. Firstly, British English speech was rated more favourably overall, though American English speech was often viewed as more socially attractive. Secondly, the evaluative dimensions of competence and social attractiveness were salient amongst learners in the Spanish context. Each of these findings endorses those of previous language attitude studies conducted elsewhere. Thirdly, female speakers were consistently rated more favourably than male speakers; thus, highlighting the need for further investigation into the variable of speaker sex. Familiarity with the speech varieties under investigation – most often gained through education, media exposure, time spent abroad and/or contact with native speakers – seemed to result in learners challenging rigid stereotypes and expressing more individualised attitudes. Overall, British speech emerged as formal and functional, while American speech was thought to fulfil more informal and interpersonal functions. This thesis provides compelling evidence of attitude-behaviour relations, adds to the growing volume of language attitude research being conducted across the globe, and establishes – for the first time – which social and psychological variables are relevant and salient within English-language learning contexts in Spain.

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The influence of online customer reviews (OCRs) on consumer behaviour has recently gained considerable attention, from both academic and business communities. Technology allows customers to freely and easily post their comments and opinions online about any product or service. These types of customer reviews can have a significant effect on customers’ purchase decisions and have become an essential part of the experience when shopping online. However, knowledge of the role of the perceived derived attributes of OCRs on consumer behaviour remains vague. Previous studies have mainly focused on the influence of the virtual attributes of OCRs, such as volume and valence, on consumers’ intentions, while limited attention has been paid to understanding the effects of the derived attributes. This study, thus, aims to understand the effects of the social and functional perceived derived attributes of OCRs on customer trust and intention to shop online. Hence, we develop a research model - Perceived Derived Attributes (PDA) -, based on the integration of social support with functional support derived from OCRs. The PDA model provides an in-depth understanding of the role of the social support of OCRs by applying and utilising theories of social support, social presence and a sense of belonging. The PDA model also investigates the influence of the functional support arising from OCRs through the inclusion of perceived control, from the Theory of Planned Behaviour (TPB) with the Technology Acceptance Model (TAM). The PDA model characterises perceived social support through informational and emotional supports, social presence, and a sense of belonging; whereas, functional supports are characterised by perceived usefulness, perceived ease of use, perceived enjoyment, and perceived control. A total of 489 responses to a survey were collected from users of amazon.com. The results from this study suggest that customer trust in an e-vendor and their intention to shop online are significantly affected by social and functional supports derived from OCRs. In particular, informational support, social presence and a sense of belonging, derived from OCRs were found to positively and significantly affect both customer trust in the online vendor and consumer behavioural intention. However, emotional support was only found to affect customers’ intentions and not their trust in the e-vendor. Additionally, customer trust in an e-vendor and their intention to shop online are significantly affected by perceived usefulness, perceived ease of use and perceived enjoyment of OCRs. Furthermore, the sense of control derived from OCRs significantly affects customer intention and significantly affects customer trust in e-vendors but only for customers who frequently check OCRs before making a purchase. This study is the first to introduce and empirically test the effects of perceived derived attributes of OCRs on customer trust and behavioural intention. Understanding the effects of such influencing factors is of utmost importance for both theoretical development and business practices. Clearly, these attributes of OCRs are linked to the development of the shopping environment, representing a promising marketing tool that positively affects customers’ behaviour.

Master of Public Health - MPH / Background: Obesity in South Africa is a critical public health issue. Previously considered a problem of the affluent, obesity is now reported among all populations in South Africa regardless of age, race, gender or geographical location. Although a body of literature suggests that sociocultural, environmental and behavioural factors are likely to explain the increasing levels of obesity in South Africa, few studies have examined the relationship between socioeconomic status and obesity. As such, there is dearth of evidence showing how socioeconomic status influences obesity in the country. Given the multiplicity of challenges associated with controlling obesity, understanding the link between socioeconomic status and obesity is critical for informing and developing effective prevention programmes. This study therefore examines the nexus between socioeconomic status and obesity by using Khayelitsha as a case study area. Goal and objectives: Guided by the conceptual framework of the Theory of Planned Behaviour, the overall goal of this study is to determine how education status and income level influence dietary and weight control behaviours in relation to obesity. The objectives are to 1) examine the role of social factors on food consumption behaviour; 2) investigate the influence of income levels on food consumption; 3) explore the relationship between education levels and food choices and 4) provide recommendations for policy review. Methods: This research is embedded within a larger study conducted by researchers from the Institute for Social Development on factors that influence food choices and eating habits of residents in Khayelitsha and Mitchells Plain. The epistemological position forming the basis of this research was guided by the concepts of positivist and interpretivist paradigms, as both perspectives were deemed relevant for achieving the study objectives. Moreover, the study combined both qualitative and quantitative research methodologies to analyze the gathered data. Results: The study identified cereals, bread, pasta, milk products, processed meat, fried chicken, fish and oil fat, soft drinks, fruit and vegetables as the main kinds of food consumed by residents in Khayelitsha. However, among these food groups, fruit and vegetables consumption was found to be low. In general, cost was identified as the main barrier for the frequent consumption of fruit and vegetables. The study also discovered a positive relationship between education and eating habits, with most educated individuals’ demonstrating high intentions to consume healthy foods compared to people with lower education. However, in contrast to the hypothesis of this study, the impact of education on dietary behaviour was found to be insignificant. Similarly, the impact of education on weight control behaviour was found to be insignificant although the relationship between these two variables was equally found to be positive. With regards to the association between income and food choices the study discovered an overall positive relationship between the two variables. However, the general effect of income on food choice was not statistically significant. Cost of food and low family income were found to be key barriers to the purchase and consumption of healthy foods. Conclusion and recommendations: This study has demonstrated that education and income status correlate positively with dietary lifestyle as well as weight management practices. However, contrary to the hypotheses outlined in this study, neither education nor income status was found to significantly impact on dietary and weight control behaviours. In general, other factors such as culture, price of foods, television advertisement and perception of weight status were found to also contribute to respondent’s dietary lifestyle and weight management practices. Given these findings, a multidisciplinary approach involving the promotion of proper dietary patterns as well as physical activity are recommended. Specifically, the strategies should focus on 1) the development of policy measures that regulate the high cost of healthy foods, 2) the roll-out of food voucher interventions that promote frequent consumption of fruit and vegetables and 3) the promotion of physical exercises in religious and health centers.

Research into energy demand in office buildings has tended to focus on building fabric or systems, or the organisation as a whole, rather than the actions or motivations of individual building occupants. This study applies an attitude-behaviour approach used more frequently with household or travel behaviours to energy demand behaviours by individual occupants in office settings. The approach is extended to include contextual factors such as behavioural control, organisational expectations and social influences. Comparisons are drawn between the office and home settings. The study took place in the offices of two local authorities, Nottingham City Council and Nottinghamshire County Council, and included a questionnaire survey (n=819), semi-structured interviews (n=9), and building surveys (n=5). Behaviours examined included switching off lights, computers and computer monitors. Lighting behaviours were reported to be carried out more frequently than computer monitor behaviours in both the office and household settings. Analysis of behaviours identified that they needed to be considered at a specific level, according to the equipment (lighting, computer monitors), setting (office, home), and triggers (finishing a task, leaving a room). The physical context of the behaviour was particularly important. Different levels of individual control over energy affected the performance of behaviours. No evidence was found to support the notion of spillover that enacting one energy demand behaviour might lead to the enactment of further energy demand behaviours, including for similar behaviours performed in different settings (e.g. the office and the home). Organisational, social and psychological/attitudinal influences on individual behaviour were also examined. Structural Equation Modelling examined influences proposed by the Theory of Planned Behaviour and Values-Beliefs-Norms Theory. Neither theory provided a strong explanation of the collected data. However, support was found for the Perceived Behavioural Control construct, while moral and value-led constructs had a small influence on behaviour. This thesis provides recommendations for practitioners and policy makers seeking to reduce individual-level energy demand in office settings, and for future research into energy use in organisational settings. Recommendations include promoting energy saving as an aspect of professionalism, characterising energy demand behaviours specifically by setting and equipment, and recognising the importance of the social aspects of shared office environments.

The overall aim of the thesis is to explore the determinants of General Practitioner (GP) referrals to specialist mental health services, in particular psychological therapy. Paper 1 is intended to contribute to this literature by providing a systematic review of GP and organisational factors identified as impacting on referral in previous research. According to this literature, referral to a mental health specialist was more likely if the GP does not feel that they have the 'capacity to help' and perceives 'time constraints' on how long they can spend with the patient. Referral also appeared more likely if the GP felt they had acceptable 'access to services' and if they had a close 'consultation/liaison' relationship with specialists. The theoretical and clinical implications of these findings are discussed, and gaps in the current literature identified for further research. Paper 2 describes an empirical study aimed at exploring the determinants of GP referral for psychological interventions within Primary Care Mental Health Services (PCMHS). 132 GPs completed questionnaires, including demographic information, attitudes towards mental health and its treatment and responses to short fictional case vignettes indicating their likelihood of referral to the PCMHS. Qualitative results suggested that GPs consider a range of factors in their referral decisions, including patient preference, severity of the problem, access to services and the effectiveness of the service. Alternative options considered included signposting to other services, reviewing, medication and providing advice and support. Quantitative results suggested that younger GPs reported a higher likelihood of referral, and were more likely to refer in line with guidelines. Psychological factors were not associated with referral likelihood or referral in agreement with guidelines. In line with previous research on clinician behaviour, findings of papers 1 and 2 are considered primarily in the context of the Theory of Planned Behaviour, and the utility of this model in predicting referral behaviour is evaluated throughout. A greater understanding of predictors of referral is thought to be valuable in designing clinician and service level interventions to improve the proportion of those in need who are able to access psychological therapy. Paper 3 provides a critical evaluation of the research process as a whole, including the processes involved in the literature review and empirical study. The strengths and weaknesses of both of these elements are discussed, along with an evaluation of the overall approach taken throughout the thesis. The findings of both studies are integrated and discussed in the context of current policy and proposed changes to healthcare provision. Implications for theory, clinical practice and further research are discussed.