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The aim has been to investigate and describe how gender-neutral design, concerning typefaces and colours, can be created. Based on my results I’ve designed a cover for a recipe-book to make it appealing to both women and men. I have been doing my research based on questions such as; Does feminine and masculine design, concerning typefaces and colours exist? And if so what characterizes it? Does gender-neutral design, concerning typefaces and colours exist? And if so what characterizes it? Is it possible to design a cover for a recipe-book in a gender-neutral way, concerning typefaces and colours?The first part of my research consists of a literature study based on keywords such as gender, graphic design, gender theory, typeface, androgynous, visual communication, colour, shape, feminine, masculine, and book design. The second part consists of a empirical study based upon a heterogeneous sample of 311 respondents. The respondents responded to a survey about how they perceived different colours and typefaces from a gender perspective. The result shows that, within the target group I have chosen to focus on, there are colours and typefaces that are perceived as more feminine, masculine or gender-neutral than others. My design of the recipe-book becomes part of showing the results since I have based my design-decisions on the results from the literature study and survey.

Discrete choice experiments are used when choice alternatives can be described in terms of attributes. The objective is to infer the value that respondents attach to attribute levels. Respondents are presented sets of profiles based on attributes specified at certain levels and asked to select the profile they consider best. When the number of attributes or attribute levels becomes large, the profiles in a single choice set may be too numerous for respondents to make precise decisions. One strategy for reducing the size of choice sets is the sub-setting of attributes. However, the optimality of these reduced size choice sets has not been examined in the literature. We examine the optimality of reduced size choice sets for 2^n experiments using information per profile (IPP) as the optimality criteria. We propose a new approach for calculating the IPP of designs obtained by dividing attributes into two or more subsets with one, two, and in general, r overlapping attributes, and compare the IPP of the reduced size designs with the original full designs. Next we examine the IPP of choice designs based on 3^n factorial experiments. We calculate the IPP of reduced size designs obtained by sub-setting attributes in 3^n plans and compare them to the original full designs. / Statistics

This study content analyzed interest group and candidate tweets from the 2020 American presidential election to determine what issues and substantive attributes were most salient on interest group and candidate agendas during the "hot phase" of the campaign. Cross-lagged correlations were conducted during two time periods from Labor Day to Election Day 2020 to measure agenda building effects. These tests were conducted for Democratic nominee and eventual President Joe R. Biden, and Republican nominee and former President Donald J. Trump. These tests were also conducted for two issue-based interest groups: Everytown for Gun Safety and the National Rifle Association. Findings indicate that Biden influenced Trump's campaign agenda, but Trump did not influence Biden's. The interest groups showed reciprocal influence with each other. Given the unprecedented nature of the 2020 election, the candidates were largely talking about the same issues. However, substantive attributes reveal the candidates' true issue agenda. This study offers methodological innovation by utilizing NVivo for content analysis. / Master of Arts / This study examined tweets from 2020 presidential candidates Donald J. Trump and Joseph R. Biden, as well as the National Rifle Association, a gun rights advocacy organization, and Everytown for Gun Safety, a gun control advocacy organization. These tweets were examined from September 7 to November 3, 2020, from Labor Day until Election Day. For the presidential candidates, it was found that although candidates were talking the same general campaign issues, they were using different substantive attributes when speaking of them. The findings also revealed that Biden was successful at influencing Trump's Twitter focus during the examined time period. Tweets from advocacy organizations were tested for presence of gun-related issues. The advocacy organizations spoke about the same issues as the other, but neither group was successful at influencing what the other said. This study highlights the importance of digital political public relations.

The potential use of the Internet for apparel retail marketing is extremely viable (Murphy, 1998); however, most of the journal papers on apparel Internet shoppers are limited to the comparison of demographic, psychographic, and behavioral characteristics between shoppers and non-shoppers (McKinney, 2004). Little empirical research has addressed the role of impulsiveness in online apparel shopping behavior. In the past, impulse buying was considered as something bad and consumers felt guilty after impulse buying (Ainslie 1975; Levy 1976). However, most researchers now no longer view impulse buying as a negative phenomenon because studies showed that impulse buying satisfies a number of hedonic desires (Piron 1991; Rook & Fisher 1995; Thompson, Locander, & Pollio 1990). Impulse buyers exhibited greater feelings of amusement, delight, enthusiasm, and joy (Weinberg & Gottwald, 1982) and often felt uplifted or energized after a shopping experience that involves impulse buying (Rook, 1987; Gardner & Rook, 1988; 1993) because impulse buying can provide the enjoyment of novelty and surprise, and the ability of mood alteration (i.e., breaking out of negative mood state) (Gardner & Rook, 1988; Rook, 1987). Recognizing the positive feelings generated from impulse buying and considering the increasing frequency of college students'' Internet shopping (Seock, 2003), one strategy to create competitive advantages in the apparel market of college students is to understand the variables related to impulse buying and based on the understanding provide a website that generates pleasurable shopping. The purpose of this study was to examine the relationships between online apparel impulse buying behavior and apparel involvement, apparel website attributes, and product category/price. The data were collected using an online survey with a structured questionnaire. To recruit participants, 37,590 e-mails were sent to six universities located in different regions of the United States. A total of 687 college students responded to the survey including 284 online apparel buyers, 194 non-online apparel buyers, and 209 non-apparel website visitors. When the impulsiveness of online apparel purchases in general was used to divide the participants into impulse buyer and non-impulse buyer groups, the Chi-square test results showed that there were significantly more female respondents in the impulse buyer group than in the non-impulse buyer group. However, when impulsiveness of last purchase was used to divide the participants into impulse purchase and non-impulse purchase groups, the results showed no significant difference between the genders. For other results, the findings were all consistent. Respondents in the impulse buyer and purchase groups than the non-impulse buyer and purchase groups had a greater amount of total monthly income and spent more money on apparel products. The impulse buyer and purchase groups visited websites that sold clothing/accessories more frequently and purchased more apparel products online over the past six months than the non-impulse buyer and purchase groups. These results suggest that impulse buyers are an important segment of the apparel online market. Four hypotheses were put forward to test the relationships among the variables. Before the proposed hypotheses could be examined, the factor analysis was first conducted to determine the constructs of apparel involvement and website attributes. The results showed that apparel involvement consisted of three factors (i.e., sign value/perceived importance, pleasure value, risk importance/probability) and website attributes consisted of four factors (i.e., website design, product presentation, promotion, product search/policy information). The results of MANOVA showed that the impulse buyer group perceived the sign value/perceived importance and the pleasure value of apparel involvement significantly higher, and perceived the risk importance/probability of apparel involvement significantly lower than the non-impulse buyer group. Based on the results, H1 was supported. Impulsive and non-impulsive online apparel buyers differed significantly in their apparel involvement. For H2, the results indicated that the impulse purchase group evaluated the website where they bought the last apparel item significantly better in website design, product presentation, promotion, and product search/policy information than the non-impulse purchase group. Based on the results, H2 was supported. The evaluations of the attributes of websites where impulse purchases and non-impulse purchases of apparel products were made were significantly different. Test of H3 showed that some product categories purchased by the respondents in the impulse purchase group were significantly different from those bought by the non-impulse purchase group. Categories such as shirt/blouse and belt were bought more frequently by the respondents in the impulse purchase group whereas shoes were bought more frequently by those in the non-impulse purchase group. The respondents in the impulse purchase group bought more items that cost less than $25 than those in the non-impulse purchase group. Based on the results H3 was supported. The product categories purchased by the impulse purchase group and non-impulse purchase group were significantly different. The multiple regression results showed that the sign value/perceived importance of apparel involvement contributed the most in explaining impulsiveness of online apparel buying behavior, followed by product price, risk importance/probability of apparel involvement, and product presentation of website attributes. Other factors, such as the pleasure value of apparel involvement and website attributes in website design, promotion, and product search/policy information, had no significant linear relationships with the impulsiveness of online apparel buying behavior. Based on the results, H4 was partially supported. From the results of the present study, it is concluded that apparel involvement, website attributes, and product price are closely related to the impulsiveness of consumers'' online apparel buying behavior. This study is beneficial to researchers and marketers by identifying possible psychological reasons for impulse buying as well as suggesting strategies to develop an apparel website that facilitate impulse buying behavior. / Ph. D.

This dissertation focuses on exploring individual and strategic decision problems in Economics. I take a different approach in each chapter to capture various aspects of decision problems. An overview of this dissertation is provided in Chapter 1. Chapter 2 studies an individual's decision making in extensive-form games under ambiguity when the individual is ambiguous about an opponent's moves. In this chapter, a player follows Choquet Expected Utility preferences, since the standard Expected Utility cannot explain the situations of ambiguity. I raise the issue that dynamically inconsistent decision making can be derived in extensive-form games with ambiguity. To cope with this issue, this chapter provides sufficient conditions to recover dynamic consistency. Chapter 3 analyzes the strategic decision making in signaling games when a player makes an inference about hidden information from the behavioral hypothesis. The Hypothesis Testing Equilibrium (HTE) is proposed to provide an explanation for posterior beliefs from the player. The notion of HTE admits belief updates for all events including zero-probability events. In addition, this chapter introduces well-motivated modifications of HTE. Finally, Chapter 4 examines a boundedly rational individual who considers selective attributes when making a decision. It is assumed that the individual focuses on a subset of attributes that stand out from a choice set. The selective attributes model can accommodate violations of choice axioms of Independence from Irrelevant Alternative (IIA) and Regularity. / Doctor of Philosophy / This dissertation focuses on exploring individual and strategic decision problems in Economics. I take a different approach in each chapter to capture various aspects of decision problem. An overview of this dissertation is provided in Chapter 1. Chapter 2 studies an individual’s decision making in extensive-form games under ambiguity. Ambiguity describes the situation in which the information available to a decision maker is too imprecise to be summarized by a probability measure (Epstein, 1999). It is known that ambiguity causes dynamic inconsistency between ex-ante and interim decision making. This chapter provides sufficient conditions under which dynamic consistency is maintained. Chapter 3 analyzes the strategic decision making in signaling games in which there are two players: informed sender and uninformed receiver. The sender has a private information about his type and the receiver makes an inference about hidden information. This chapter suggests a notion of the Hypothesis Testing Equilibrium (HTE), which provides an alternative explanation for the receiver’s beliefs. The idea of the HTE can be used as a refinement of Perfect Bayesian Equilibrium (PBE) in signaling games to cope with the known limitations of PBE. Finally, Chapter 4 examines a boundedly rational individual who considers only salient attributes when making a decision. The individual considers an attribute only when it stands out enough in a choice set. The selective attribute model can accommodate violations of choice axioms of Independence from Irrelevant Alternative (IIA) and Regularity.