Title: “I did not deserve that, nobody does” - A qualitative study about the effect of generational affiliation on abused women’s role exit.   Authors: Emelie Jonsson and Shirin Tousi. This study intends to gain understanding about the process of role exit for women who once lived in violent and abusive close relationships, and what the generation the women belong to may mean. The empirical data is based on women’s histories and experiences of living in and leaving violent relationships. The data has been collected through a qualitative method. Semi-structured interviews were conducted with 14 women, of which half took place with women aged 20-30 and half with women aged 50-60. To understand the empirical data three different theoretical perspectives have been chosen. The theories that have been chosen are Yvonne Hirdmans’ (2004) theory about gender structures, Helen Rose Ebaughs’ (1988) theory about the process of role exit and lastly Clary Krekula and Barbro Johansson’s (2017) generational perspective. Some of the theoretical concepts that have been used in order to gain understanding of the women’s experiences are gender relations, hierarchy, dichotomy, gender contract, role exit and generation.   The results of this, show that generational affiliation has a notable impact on women’s exit from violent close relationships. The first question is, In what way does generational affiliation affect women's initial thoughts of wanting to leave a violent relationship? The results show that women's generational belonging affected their first initial thoughts about leaving the violent relationship greatly. Women who belong to the younger generation are more individualistic in their way of thinking and acting, whilst women who belong to the older generation are guided and moulded by their close surroundings.  The second question in this study is, What significance does generational affiliation have on women’s actual exit from violent relationships? This study’s results show that the generation one belongs to is of great importance for a woman's actual exit from violent relationships, but the effect is expressed differently within the two different generations. The women from the older generation do not act on their own needs and wants but on the needs of their children and family. The women who belong to the younger generation are more individualists and choose to leave the violent relationships as a result of violent incidents that have harmed them personally.   The third question discussed in this study is, In what way has one’s generation affected the women after their exit from the violent relationships? The results show that the women from the younger generation have been able to move on after exit from the violent relationships, whilst the women from the older generation have gotten stuck in a hangover identity from their ex-role of being exposed to violence.

Syfte: Syftet med studien är att undersöka hur olika generationer agerar på eWOM-kommunikation via online recensioner. Metod: Studien använder en kvantitativ forskningsmetod med en enkätundersökning som underlag för framarbetat resultat. Enkätundersökningen baserades på 8 frågor och 148 svar samlades in från respondenter från tre olika generationer. Svaren analyserades med deskriptiv statistik och univariat analys. Resultat och slutsats: Studiens resultat visar hur generationstillhörigheterna Baby Boomers, Generation X och Generation Y agerar när de läser online recensioner. De tre generationernas köpintentioner baseras på centrala faktorer som riskbenägenhet, förtroende och internetkompetens. Alla tre generationerna hävdar att eWOM och i synnerhet online recensioner påverkar dem. Förslag till vidare forskning: Ytterligare forskning kan undersöka varför konsumenter av en produkt inte är benägna att själva skriva recension men vill ta del av recensioner av produkter som andra konsumenter skrivit. Trots att det tydligt framgår att recensioner är en viktig del av köpbeslutsprocessen. Denna ovilja finns representerade hos samtliga undersökta generationer vilket framtida forskning bör undersöka.    Uppsatsens bidrag: Studien bidrar med ett antal förtydliganden för konsumentbeteenden i eWOM-kommunikationen. Studien kommer fram till flertalet slutsatser om hur generationerna påverkas och agerar för online recensioner. / Aim: The purpose of the study is to explain how different generational affiliation react on eWOM-communication via online reviews. Method: The study uses a quantitative research method to conduct survey. The survey was based on 8 questions and 148 responses were collected from respondents from three different generations. The responses were analyzed by descriptive statistics and univariate analysis. Result and conclusion: The study shows how generational affiliations of Baby Boomers, Generation X and Generation Y act on the online reviews. The three generations` buying intentions are based on key factors such as risk aversion, trust and internet knowledge. All three generations claims that eWOM and, in particular, online reviews affect them. Further research: A future study can deal with why consumers of a product are not inclined to write online reviews of the product but want to read online reviews on products from other consumers. Although it is obvious that reviews are an important part of the purchasing decision. All three generations investigated tend to not willing to write online reviews Contribution of the thesis: The contribution of the study is several clarifications for consumer behavior in general especially generation marketing. The study concludes how the generations are affected and act for online reviews.