The purpose of this study was to investigate how the British tourists move through a decision process in choosing Malaysia as a long-haul holiday destination. The purchase of a long-haul holiday is thought to be complex with high involvement and deliberation as well as being more expensive and bought less frequently (may be once a year). As such, a five-stage decision process is used: i) problem recognition, ii) information search, iii) evaluation of alternatives, iv) purchase decision and v) postpurchase behaviour. The research was conducted at two levels. The first level was self-administered tourists' survey questionnaire carried-out over a three-month period in Malaysia. The second level involved a British tour operators' survey which was supplemented by personal interview in order to get a better insight into the problems and potentials of Malaysia as a long-haul destination. "In search of new experience," "rest and relaxation",and "cultural attraction" were ranked as the three most important motivational factors influencing the decision to travel long-haul. Personal sources of information seemed to dominate in every stage of the decision process. Tourists evaluated Malaysia very favourably only on two tourist-attracting attributes - entertainment and shopping facilities; but these attributes were less important to them when selecting their holiday destinations. Husbands and wives were found to be in agreement on nine of the eleven subdecisions. Generally, tourists expressed high satisfaction with their holiday experience in Malaysia. Nevertheless some significant differences were found between independent and packaged tourists. Independent tourists were more satisfied with all the "product and service superiority" factors compared to the packaged tourists. With local services, independent tourists were significantly more satisfied than the packaged tourists with pleasant attitudes of the people and the personal security aspects of the "health and safety" factor. With regards to overall value for money and overall satisfaction, the independent tourists were significantly more satisfied than the packaged tourists. Comparison between destinations within the region also revealed different satisfaction levels across various dimensions. The study provides useful empirical support which enable tourism planners in making specific improvements in order to maintain and/or increase tourist satisfaction. For tourism marketers, creation of unrealistic tourist expectation through excessive promotional exaggeration should be avoided to circumvent tourist dissatisfaction.

The issue of customer loyalty is a main concern for grocery retailers. Retailers need to know how loyal customers are to their grocery stores; if some customers are more loyal than others; and, why that would be so. Is customer loyalty due only to how well a store manages to satisfy its customers, or are consumers inherently loyal to a greater or lesser degree? At the root of this issue is the basic question of what "store loyalty" implies. Although the concept "loyalty" is widely used within marketing, there is no consistent interpretation of the term. Rather, "loyalty" is used for describing related, but different, phenomena, and thus a choice has to be made of which of these phenomena to cover in a specific study. In grocery shopping, households have been shown to use several stores; hence a question of great consequence for retailers is to understand how and why households divide their purchases across stores. To contribute to the understanding of this phenomenon, this thesis focuses on the degree of behavioral loyalty and its causes. The thesis is based on an empirical study of household grocery shopping that uses a purchase diary, a questionnaire, and in-depth interviews as data collection methods. One of the main findings of the research is that the degree of behavioral loyalty is affected by shoppers' evaluations of stores, that is, a factor a store manager can influence, but also by shopper characteristics such as the degree of price orientation and interest in personal contact with store personnel. An extension of the findings from the quantitative part of the study is provided by the in-depth interviews that explore how households manage the entire task of grocery shopping. / Diss. Stockholm : Handelshögsk., 1999

Although research has highlighted the importance of decisions when learning and performing motor actions, few studies have focused on individuals’ ability to choose between potential motor actions. To help bridge this gap, this thesis presents a series of studies that investigate the behaviour of able-bodied individuals when attempting to choose movements based on a speed-accuracy tradeoff. In the first study, a two-alternative forced-choice task was used to determine whether people are consistent with Fitts’s law when choosing the movement they perceive to require the least movement duration. Participants performed almost perfectly when clear visual cues were available—when one of the targets was closer, wider, or both. Contrary to Fitts’s law, however, participants showed a preference for closer targets when visual cues were not informative—when one of the targets was closer and narrower. This study demonstrates that motor decisions are not always optimal, especially when participants are naïve at the task. To determine the basis of individuals’ preference for closer targets, a pair of studies explored the relation between motor decisions, imagined movements, and visual perception. Participants showed a similar deviation from Fitts’s law when imagining movements—believing that movement duration increased with distance within the same index of difficulty. Participants did not behave similarly, however, in a perceptual version of the decision task. These results suggest that imagined movements and motor decisions are linked, but they are not always based on veridical representations of actual movement. To further probe the origin of individuals’ erroneous belief about movement duration, the final study of this thesis measured movement duration for movements made at speeds other than ‘as fast as possible’. Movements made at more natural movement speeds shared important similarities with decisions and imagined movements. This study suggests that the biases seen in naïve motor decisions might originate from participants considering movements for which they have more experience, such as target-directed movements made at a naturally-selected pace. Together, the findings presented in this thesis may help to identify the ways that motor decisions can deviate from optimal, suggesting how those decisions must change with practice to better accomplish a task.

Konsumenten stehen beim Kauf von Lebensmitteln einer großen Anzahl an Produkten gegenüber. Eine hohe Dichte an Informationen bezüglich der Zutaten, Herkunft oder des Produktionsverfahrens sind verfügbar. Dadurch können Konsumenten nicht nur über Inhalts- und Nährstoffe der Produkte entscheiden, sondern auch über das System, in dem Nahrungsmittel produziert werden. Somit beeinflussen Entscheidungen rund um die Lebensmittelwahl nicht nur das individuelle Wohl, sondern auch das Gesellschaftliche. Primäres Ziel der Dissertation ist es, (i) einen Beitrag zum Wissen und der Erklärung von Verbraucherpräferenzen zu leisten, und (ii) Implikationen und Empfehlungen für Regierungen, Politiken und insbesondere die Wissenschaft abzuleiten. Am Beispiel von Schulmilch und der Tierhaltung werden Präferenzen für Produkte, Produktattribute und für Produktionssysteme der Landwirtschaft untersucht. Sowohl das Entscheidungsverhalten als auch Einstellungen von Verbrauchern werden betrachtet. Das Entscheidungsverhalten von Kindern und Jugendlichen bei Schulmilch ist deswegen von Interesse, da sich Ernährungsgewohnheiten in der Kindheit ausbilden bzw. diese erlernt werden. Die Einflussfaktoren auf die Nachfrage nach Schulmilch werden im ersten Beitrag untersucht. Das Nachfragemodell, welches auf der Methode der Multilevelanalyse beruht, berücksichtigt sowohl individuelle Merkmale der Kinder als auch Merkmale der Familie und des Schulkontextes. Dabei werden vier Level bzw. Ebenen unterschieden: die Preis-, Schüler-, Klassen- und Schulebene. Die Ergebnisse zeigen, dass der Produktpreis (d.h. die Verfügbarkeit einer Subvention) für die Nachfrage nach Schulmilch von Bedeutung ist. Der Anteil der Schüler, die bei einer stärkeren Subventionierung der Preise zusätzlich Schulmilch bestellen, ist jedoch relativ gering. Zudem haben individuelle Faktoren, wie Konsumgewohnheiten zuhause, sozio-demografische Merkmale oder Einstellungen gegenüber Milch einen signifikanten Einfluss. Die Ergebnisse liefern Hinweise auf Sozialisationseffekte und Rollenvorbilder (role modelling), da Einstellungen und Verhalten der Eltern und Lehrer die Entscheidungen der Kinder signifikant beeinflussen. Die Analyse der Präferenzen für Schulmilch in Abhängigkeit des Geschlechtes steht im zweiten Beitrag im Vordergrund. Die Ergebnisse der Multilevelanalyse bestätigen, dass identische und unterschiedliche Faktoren die Schulmilchnachfrage von Jungen und Mädchen bestimmen. Der dritte Beitrag analysiert, ob die am Markt existierenden Schulmilchprodukte (noch) den Präferenzen von jungen Erwachsenen entsprechen. Ergebnisse des Nested Logit-Modells zeigen, dass eine breitere Produktpalette präferiert wird. Weiterhin sind sich die Jugendlichen über den Fett- und Zuckergehalt und die Auswirkungen auf Gesundheit und Körpergewicht bewusst. Wie erwartet, hat der Preis einen signifikanten Einfluss auf die Entscheidung der Jugendlichen. In Bezug auf die Tierhaltung sind das Wissen und Verständnis der Verbraucherpräferenzen ebenfalls von großem Interesse, da die heutige Landwirtschaft und Lebensmittelproduktion häufig sehr kritisch in der Öffentlichkeit und den Medien diskutiert wird. Im vierten Beitrag werden daher am Beispiel der modernen Schweinehaltung die gesellschaftlichen Einstellungen für landwirtschaftliche Produktionssysteme untersucht. Der Hauptkritikpunkt der Diskutanten ist der zur Verfügung stehende Platz pro Tier. Obwohl die Wahrnehmungen und Einstellungen gegenüber der modernen Schweinehaltung generell negativ bzw. kritisch sind, ergibt sich ein differenziertes Bild in der deutschen Bevölkerung. Drei Gruppen mit sehr unterschiedlichen Einstellungen werden bestimmt. Insgesamt zeigen die Ergebnisse der Dissertation, dass durch die Kombination von methodischen Ansätzen detaillierte Erkenntnisse von Verbraucherpräferenzen gewonnen werden können. Bei der Analyse des Entscheidungsverhaltens werden auf Basis von revealed und stated preference-Daten eine Vielzahl an Einflussfaktoren, die das Nachfrageverhalten nach Schulmilch beeinflussen, identifiziert. Zudem werden durch die Kombination von qualitativen mit quantitativen Methoden die in der Gesellschaft vorherrschenden Einstellungen gegenüber der modernen Schweinehaltung detailliert erfasst. Letztendlich werden Konsumenten auch nicht nur in ihrer Rolle als Entscheider oder Käufer betrachtet, sondern auch in ihrer Rolle als Bürger oder als Teil der Gesellschaft.

Although research has highlighted the importance of decisions when learning and performing motor actions, few studies have focused on individuals’ ability to choose between potential motor actions. To help bridge this gap, this thesis presents a series of studies that investigate the behaviour of able-bodied individuals when attempting to choose movements based on a speed-accuracy tradeoff. In the first study, a two-alternative forced-choice task was used to determine whether people are consistent with Fitts’s law when choosing the movement they perceive to require the least movement duration. Participants performed almost perfectly when clear visual cues were available—when one of the targets was closer, wider, or both. Contrary to Fitts’s law, however, participants showed a preference for closer targets when visual cues were not informative—when one of the targets was closer and narrower. This study demonstrates that motor decisions are not always optimal, especially when participants are naïve at the task. To determine the basis of individuals’ preference for closer targets, a pair of studies explored the relation between motor decisions, imagined movements, and visual perception. Participants showed a similar deviation from Fitts’s law when imagining movements—believing that movement duration increased with distance within the same index of difficulty. Participants did not behave similarly, however, in a perceptual version of the decision task. These results suggest that imagined movements and motor decisions are linked, but they are not always based on veridical representations of actual movement. To further probe the origin of individuals’ erroneous belief about movement duration, the final study of this thesis measured movement duration for movements made at speeds other than ‘as fast as possible’. Movements made at more natural movement speeds shared important similarities with decisions and imagined movements. This study suggests that the biases seen in naïve motor decisions might originate from participants considering movements for which they have more experience, such as target-directed movements made at a naturally-selected pace. Together, the findings presented in this thesis may help to identify the ways that motor decisions can deviate from optimal, suggesting how those decisions must change with practice to better accomplish a task.