Digitaliseringen har gjort det möjligt för en integrerad multikanalslösning där fenomenet Omnichannel har fått stort genomslag. Omnichannel tillåter konsumenten att distribuera mellan olika kanaler under en och samma köpupplevelse och den sömlösa shoppingupplevelsen öppnar upp för ett inkongruent köpbeteende. Till skillnad från tidigare forskning som hävdar att konsumenter föredrar att handla kongruent, går Omnichannel i en annan riktning. Denna rapport syftar till att undersöka vilken påverkan kongruens och inkongruens har gällande attityder efter ett köp av kläder. Attityder efter ett köp utgår från tre nyckelvariabler: kundnöjdhet, bekräftelse av helhetsupplevelsen och benägenhet att sprida positiv Word of Mouth. Studien har en kvantitativ ansats där webbenkäter har använts och besvarats av 407 personer som har fått utvärdera sitt senaste köp av kläder. Studiens slutsats resulterar i att varken kongruens eller inkongruens inom köpbeteendet har en effekt på konsumentens attityder, medan kongruens inom kanaldistribution ledde till bättre attityder än för de konsumenter med ett inkongruent val av kanaler. Något som kan sägas gå emot Omnichannels grundstruktur. Sammanfattningsvis är det möjligt att säga att konsumenter som handlar utifrån ett hedoniskt köpbeteende både upplever en bättre helhetsupplevelse och är mer benägna att sprida positiv Word of Mouth. Konsumentens upplevelse av huruvida helhetsupplevelsen bekräftas, har en påverkan på deras vilja att prata positivt om sitt köp. / The digitalization has made it possible for an integrated multichannel solution where the phenomenon of Omnichannel has a big impact. It allows the consumer to move between different channels during the same shopping experience. The seamless shopping experience opens up for an incongruent shopping behavior. Previous research shows that consumers prefer to shop congruently where Omnichannel seems to go in a different direction. The report's purpose is to investigate how the consumer's behavior is affecting their attitudes. It has its foundation to find how congruent and incongruent is affecting the consumers' attitudes. The attitude is evaluated based on three key variables: customer satisfaction, confirmation of the overall experience and propensity to spread positive Word of Mouth. The study has a quantitative approach where web surveys have been used by 407 people who have evaluated their most recent purchase of clothes. The study concludes that neither congruence nor incongruence consumer behavior has an effect on the post-purchase behavior, while congruence in channel distribution led to better post-purchase behavior than for those consumers with an incongruent choice of channels. The importance is the consumer behavior that is shown at the buying decision. To conclude it is possible to say that consumers who shop based on hedonic consumer behavior both experienced a better overall experience and were more likely to spread positive Word of Mouth. The consumer's perception of how well their overall experience is confirmed has an impact on their willingness to talk positively about their purchase.

Magisteruppsatsen studerar pedagogers erfarenhet av motstånd mot genusarbete samt försöker förklara motståndet utifrån socialpsykologiska teorier. Semistrukturerade intervjuer genomfördes med lärare som arbetar med skolans äldre åldrar. Samtliga lärare var engagerade i genusarbete på sina skolor. Tidsbrist samt ointresse var två former av motstånd som kollegor och skolledning utövade. En svårare form av motstånd visade sig vara tillmötesgående motstånd – då motståndsaktörer ger sken av att vilja arbeta med genusperspektiv men i själva verket låter det bero. Ett annat hinder är pedagogers goda självbild vilken försvårar medvetandegörande av genusstrukturerna. Lärarna lyfte också fram genusarbetets känsliga natur som ett skäl till varför motstånd uppstår. Socialpsykologiska teorier kring förändringens fyra rum, kognitiv dissonans samt inkongruens används för att förklara motstånd mot genusarbete. Slutsatsen är att dessa svårigheter med att förändra perspektiv beror på att människor ofta försöker motstå förändring då det nya är arbetsamt att hantera. Motståndet kan också förklaras utifrån människans strävan mot att uppnå kongruens, denna strävan kan dock även förklara varför förändring kan ske. Slutligen betonas vikten av att uppmärksamma motståndets effekter. / Semi-structured interviews were conducted with teachers working with teenagers. The teachers all had experience in working with gender perspectives in a school context. This thesis studies the resistance against gender equality efforts that these teachers had experienced coming from colleagues and principals. Resistance was shown through blaming (rightfully or wrongfully) an inability to work with gender issues to lack of time or interest. A more difficult type of resistance to manage is the type that appears to be accommodating – the person says that he or she will take on a gender perspective but in the end there is nothing done. The teachers also view the sensitive nature of gender issues to play a large roll in why the different types of resistance emerge. The thesis then tries to explain why resistance exists through social psychological theories. Theories about cognitive dissonance, incongruence and the four rooms of change explain why humans have a problem with changing their views and perspectives and therefore show resistance. People resist change (such as gender equality efforts) since the unknown is difficult to handle. Another reason for why a change of views does not occur is due to the pursuit towards congruence, though this tendency also explains why change does occur. Finally the importance of paying attention to the effects of the resistance is stressed.

Today's society is increasingly shaped by new digital technologies and digital work practices. We live in an era that is rapidly changing, and this poses demands on Sweden's industries to meet the requirements and needs of our industrial society. One industry that has struggled to keep up with the pace of digitalization is the construction industry. The construction industry is characterized by high complexity and numerous processes involving various stakeholders, as each building project has its own unique conditions and requirements. In addition to this, the stakeholders have their own conditions and needs related to technology and the use of digital tools. In order to fully leverage the opportunities of digitalization, it is important for actors to be aware of their own, as well as their co-actors', conditions and needs related to technology, especially when implementing new technology and digital work practices, to ensure the implementation is as successful as possible.  This study has been conducted within a project consulting firm with the aim of analyzing differences and similarities in perceptions among actors and groups during the implementation of a changed digital work practice. To achieve this goal, a case study was conducted using data collection techniques such as document analysis, observation, and semi-structured interviews, with the interviews serving as the significant source of empirical data.  Once the empirical data was collected, it was categorized based on how the respondents agreed with each other within their own respondent group and in comparison to another respondent group. Overall, the authors did not find any inhibiting differences in the respondents' answers regarding implementation. However, concerns were raised regarding how the consulting firm's payment models were adapted to the new digital work practice.  After the study, the authors concluded that, in this case, they did not find significant differences in the respondents' answers that could hinder implementation for the consulting firm. The differences that existed were rather due to variations in the respondents' depth of understanding regarding technology. The main challenge highlighted with the new work practice was how the company would charge for the new technology. To fully utilize the opportunities of digitalization and keep up with the ongoing development, one of the suggestions for further research is the payment models of companies.