Thesis (D. Min.)--Ashland Theological Seminary, 2006. / Abstract. Includes bibliographical references (leaves 245-249).

Prepared under D.O.E. Order no. ET-78-X-01-2975. / Sponsored by the U.S. Dept. of Energy.

Under de senaste 25 åren har det skett en utveckling av internet och i vilken omfattningen internet används (Handelns historia, u.å.). Detta har möjliggjort en ökad kommunikation och större möjligheter till konsumtion för individer, där fysiska butiker varit det dominerande alternativet tidigare. Idag har därmed de fysiska butikerna kommit att få konkurrens av de virtuella butikerna. Den teknologiska utvecklingen har medfört ett skapande av varierande relationer till internet givet olika generationer. Den ena generationen, generation X, har anpassat internet till sin vardag medan den andra generationen, generation Z, är uppvuxen mitt i internets era. Det finns flertalet studier vars fokus är framtagen för att se till ett företagsperspektiv, alltså hur företag kan använda sig av information angående konsumenters beteende och köpvanor till sin fördel. Det har kunnat återfinnas ett relativt outforskat område som inkluderar individens perspektiv. Detta eftersom att det nu finns större möjligheter för en individ att välja när personen vill vara en konsument. Därmed presenteras begreppet konsumentroll som inte är något särskilt bearbetat eller utforskat begrepp. Studien förväntas undersöka om det finns några skillnader mellan generation X och generation Z angående när dessa individer antar en konsumentroll. Med ordet när har vi valt att fokusera var en person befinner sig på, i den fysiska butiken eller i den virtuella världen när personen handlar. Vidare innehåller begreppet när även när individen är en konsument vilket har att göra under vilken tid som konsumenten aktivt, passivt eller ovetandes antar en konsumentroll. Slutligen påverkas begreppet även hur individen är en konsument, vilket kan återkopplas till användning av teknik, social situation, sales promotion och medier. Om det framgår att det finns en skillnad mellan de två generationerna ska även de bakomliggande orsakerna identifieras. Resultatet av denna studie påvisade tydliga skillnader mellan dessa två generationer. Genom skapandet av fyra betydelsefulla teman i analysdelen har flera bakomliggande faktorer kunnat presenteras. Den största skillnaden till när en individ antar en konsumentroll, i generation X jämfört med generation Z, är huruvida behovsskapandet framkommer. Ytterligare viktiga bakomliggande faktorer är om de handlade på fysiska butiker eller på internet, hur bekväma de känner sig i förhållande till tekniken samt vilka faktorer som värderas högt i samband med ett köp av kläder. Avslutningsvis har denna studie resulterat i en större förståelse för hur olika generationer antar en konsumentroll och framförallt när det sker. / Over the past 25 years there has been an evolution of the Internet and to what extent the Internet is used. This has enabled increased communication and a wider range of consumption than before, where physical stores have been the dominant option. Today has the physical stores gained competition from the virtual stores. The technological development has led to the creation of varying relationships to the internet given different generations. One generation, generation X, has adapted the internet to their everyday life while the second generation, generation Z, grew up in the middle of the Internet era. There are several studies whose focus is designed to ensure a company perspective, where the focus is how to make use of information on consumer behavior and buying habits to their advantage. It has been found a research gap which includes the individual's perspective. This because there is now a greater opportunity for an individual to choose when the person wants to be a consumer. Therefore, the concept of consumer role is presented as neither existent or explored. The study is expected to examine whether there are any differences between Generation X and Generation Z as to when these individuals assume an consumer role. With the word when we have chosen to focus on where a person is, in the physical store or in the virtual world, when the person is shopping. Furthermore, the term when contains when the individual is one consumer, which depends on during what time the consumer actively, passively or unaware assumes a consumer role. Finally, the term when it also affected by how the individual is a consumer, which can be reconnected to the use of technology, social situation, sales promotion and media. If there is a difference, the underlying causes will also be identified. The result of this study demonstrated clear differences between these two generations. By creating four important themes in the analysis section, several underlying factors has been presented. The biggest difference of when a individual assumes an consumer role, compared generation X with generation Z, is whether the creation of a need arises. Further, more important underlying factors is if they buying their clothes in a physical store or on the internet, how comfortable they feel in relation to technology, as well as what factors are highly valued in connection with a purchase of clothing. In conclusion, this study has resulted in a greater understanding of how different generations assume a consumer role and especially when it occurs.

xiii, 429 p. : ill. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number. / My dissertation argues that the film comedies of Kevin Smith, through their willingness to depict and verbalize gender-bending, queer desire, and deviant sexual practices, exemplify the role independent "slacker" cinema played in the 1990s explosion of American queer media visibility. Couched in witty verbal comedy, Smith's films depict the tensions and dangers Generation-X males face as they negotiate the culturally enforced gap separating male homosociality (intense friendship, male bonding) from explicit male-male homoerotic desire in contemporary U.S. culture. The project takes Smith's career as a metonym for independent slacker cinema (which includes films by Smith, Richard Linklater, Jim Jarmusch, and Judd Apatow) and argues that Smith's films have been successful because they tap into and exploit both the 1990s boom in independent queer media production and the particular interests and needs of actual young white slackers, including how these young men navigate tensions related not only to gender and sexuality but also to race and class (all of which are evident in their taste for mainstream superhero comics and the Star Wars films). Chapter II argues that Smith's debut feature, Clerks (1994), exemplifies, through its plot and formal elements, the homosocial buddy relation that suppresses male-male homoerotic desire by channeling it into men's rivalries over women. The chapter exposes the misogyny inherent to the slacker's homosocial group and discusses his fear/fascination with masculine women such as domineering mothers, bossy girlfriends, and (in later Smith films) lesbians. Chapter III argues that Mallrats (1995) shares key narrative properties and subject matter with superhero comic books, thereby addressing the comic book fans who largely constitute Smith's fan base. Chapter IV offers a bisexual reading of Smith's third feature film, Chasing Amy (1997). Chapter V examines Smith's later films Dogma (1999), and Jay and Silent Bob Strike Back (2001), arguing that they function generically as queer road movies. Chapter VI analyzes Smith's public persona as an indie cinema icon who uses ironic, ambiguous modes of self-presentation to "have it both ways," maintaining an appeal for both homophobic and queer-friendly audiences, thereby demonstrating Smith's keen understanding of self-promotion and the economic structures of independent cinema. / Adviser: Kathleen Rowe Karlyn

Problem & purpose: When using sexual advertising, it is important that companies review how that sort of marketing are being received by their consumers. This to create an understanding about the recipient's acceptance and perception of various promotional messages. Previous research about attitudes towards sexualized advertising focus mostly on attitudes in regards to the recipient's gender. However, there are less studies investigating whether attitudes can be linked to the recipient's age. Thus, the purpose of this study is to find out if, and if so, how recipients' attitudes towards sexualized advertising differ between two generations. This study may thus be interesting for people working in the communication industry, but could also be of interest in designing future studies in the subject.
Method & material: For our study we have used a qualitative method through interpersonal interviews with respondents from two different age groups. The participants were exposed to four different sexual advertisements and were then asked questions regarding them. The answers and the recipients expressions were then compiled in the chapter “resultat”.
Main result: The results of this study shows that there are certain attitudes towards sex in advertising depending on which generation the recipient belongs to. Both the younger and the older generation have a rather negative attitude towards sexualized advertising. However, there are differences that indicate that the younger generation has a slightly more negative attitude towards this kind of advertising. The younger generation believe that sex in advertising is a method used by companies to increase sales. The younger generation sees this as something bad and annoying. The older generation has a more passive attitude towards sexualized advertising and does not experience this kind of advertising as frustrating as the younger generation does.

Magister Commercii - MCom / Diversity management in South Africa, post 1994, has increasingly become a focal area when considering strategic human resource issues in the corporate environment. To date "traditional" diversity topics have largely centered around the differences in employees' race, culture, gender, language and disability status, and scores of academic and management text has been produced in this regard since the birth of democracy in this country, sixteen years ago. Whilst change on the political front has been vanguard, resultant societal change has largely been ignored by corporate South Africa. The era of equal opportunity has led to changes in income levels, consumer buying power and demographics and has paved the way for a new breed of human capital in the workplace. One particular breed, having been raised in the New South Africa, has shared experiences and backgrounds which are completely different to that of their parents and their grandparents. Their common location in history has dramatically shaped their belief systems and their expectations of life in general, with work life being a major facet thereof. These generational differences has resulted in tensions in the workplace where it has become evident that employees of varying ages are finding it difficult to 'speak the same language'. The concept of generational diversity has its roots in Generational theory, the underlying hypothesis on which this study rests. This hypothesis, as postulated by American researchers, Strauss and Howe (1993), states that every generation has a common set of beliefs and behaviours, a common location in history and a common perceived membership. These in turn shape the generational group's core values and view on life and work. Authors such as Zemke, Raines & Filipczak (2000), Kupperschmidt (2000), and Lancaster & Stillman (2003) point out that understanding the differences that exist between employees of varying ages can potentially enhance organizational culture, increase productivity and minimize conflict. However, very little academic research on this topic has been undertaken in the South African context, and it is against this backdrop that this exploratory study endeavoured to test the hypothesis in a local context. The study surveyed a national group of employees of varying ages, who work for a large financial services organization, headquartered in the Western Cape. The major aim was to develop a hierarchy of work values, suggesting a relative ranking and ordering of important workplace attributes, per generational cohort to either support or disprove the hypothesis.

Magister Commercii (Industrial Psychology) - MCom(IPS) / Purpose - The landscape of the world of work as we know has changed dramatically in the last decade. We have complex organizations compounded by multiple generations co-existing in the workplace. This phenomenon brings about different dynamics in organizations, progressive leaders if understood and managed correctly, could potentially capitalize on. The purpose of this paper is to understand the different generations and whether these generations require different leadership styles. The paper furthermore attempts to investigate whether different generations prefer different job resources. Design/Methodology/Approach – This research study uses a quantitative approach to determine whether there are indeed significant differences between the different generations and the leadership style they prefer as well as the job resources they prefer. Findings - Although no statistically significant differences were found between the different generations and their preferences for the specific leadership styles, the descriptive statistics regarding preference for leadership style across the generations, indicated that individuals from all generations indicated a preference for transformational leadership. Regarding preference for job resource dimensions, the results yielded a statistically significant difference in the preference for Advancement in Generation Y. Originality and Value – This research paper sheds further light on the understanding of different generations namely Baby boomers, Generation X and Generation Y. The paper maps out the preferred leadership style and preferred job resources of generations and allows business leaders an enhanced understanding of their employees.

Master's Thesis describes topic of intergenerational communication, which is important part of society. It's goal is to suggest an effective communication strategy on workplace for managers. Each country perceives age differently; therefore the thesis is in general focused on Czech corporate environment. The theoretical part defines the concept of communication, internal communication of companies and communication styles of key generations of the late 20th century. The practical part includes questionnaire form with both open and closed questions and survey took place in selected organizations, operating in the Czech Republic.

Businesses are constantly trying to find new strategies that help them gain loyal customers, in order to avoid the considerable cost of attracting new customers. This thesis analyzes if service quality has any significant impact on brand loyalty, where customer satisfaction is used as an indicator for brand loyalty. Additionally, it tests if the factor of generations, and the generational differences has any impact on how service quality is valued by the consumer in terms of customer satisfaction and brand loyalty. To answer this, an experiment in the form of two surveys was sent out and answered by 99 participants belonging to either Generation X or Generation Y, where customer satisfaction was measured as a result of either neutral or excellent service quality. The results showed and confirmed what previous studies have claimed, that service quality has a significant effect on both customer satisfaction and brand loyalty, where evidence was found that excellent service quality highly impacted the participants’ satisfaction as well as their level of loyalty towards a brand. Furthermore, the study concluded that there is no difference in how Generation X and Generation Y value service quality, despite what previous research has claimed in regard to generational differences.

Purpose: The purpose of particular study is to explore individuals’ perceptions of knowledge sharing and its obstacles in a multigenerational engineering company. This study focuses on two groups of individuals: employees and managers. The perception of knowledge sharing and how differently generations perceive it is covered in this study. The obstacles which could occur during knowledge sharing between different generations in the engineering field are explored. The role of management in knowledge sharing processes is also covered. Methodology: To explore individuals’ perceptions of knowledge sharing and its obstacles in a multigenerational engineering company. A qualitative research approach was applied, using single company case study strategy. The case company is one of the leading construction engineering companies in Latvia. The primary data was gathered by conducting 12 semi-structured interviews, 3 interviews per every generation (Millennial, Generation X and Baby boomer) and 3 interviews with managers. The secondary data was obtained from the company, which included internal documents covering the general information about the company, guidelines and policies. By the usage of primary and secondary data triangulation of the study was reached. Findings: The thesis provides analysis of knowledge sharing and its obstacles within the multigenerational workforce of a construction engineering company. The perceptions of three generational cohorts such as Baby Boomers, Generation X and Millennials are presented. The conceptual framework for the study was built on the basis of three dimensions such as organizational. individual and technological obstacles. Based on the conceptual framework, authors brought up several propositions which supported the analysis process. The analysis showed that there are differences in perception of knowledge sharing and obstacles connected with it between engineers of different generations. Originality: There has not been any research about knowledge sharing between different generations in Latvia nor in Northern Europe, in general. The engineering field is a knowledge intensive sector, therefore knowledge sharing is crucial. Labor force still contains three different generations, thus it is important to explore whether engineering companies in Latvia have faced knowledge sharing obstacles, as it is a rapidly developing sector in this particular country.