Master of Science / Department of Horticulture, Forestry, and Recreation Resources / Richard H. Mattson / With the advancement of urbanization, many children today have limited or no experiences with nature or survival instincts as described by the nature (Biophilia) hypothesis. Today, children's preference toward landscapes may be more reflective of cultural experiences learned from family, teachers, or classmates, and referred to as the nurture hypothesis. In this research study, two visual surveys were used to investigate the nature vs. nurture hypotheses. In the first survey, 93 multicultural American children were asked to identify their preferred colors for symbols of bananas, tulips, birds, and trees. In the second survey, 202 children from American and Japanese schools were asked their visual preferences and emotional responses to photographs of landscapes, trees, homes, and nature scenes. Subjects were first, third, and sixth grade elementary school students in America and Japan. The effects of culture, age, and gender were evaluated. In addition, the relative preference and emotional impact of plants and landscapes were examined. In the first study, younger children preferred all colors that exist in nature. However, responses of the older children would support the nurture hypothesis. Older children selected fewer and more appropriate colors, such as yellow bananas, reflecting a learned behavior. Also, boys preferred blue symbols while girls selected red with higher frequency than other colors. In the second study, American children preferred the Japanese landscape and tree scenes, and reported more positive emotion than Japanese children toward the American and Japanese tree scenes. Younger American children showed more positive emotions toward the American home scene. Although first and third grade Japanese children preferred Japanese scenes, more sixth grade Japanese children preferred American scenes. In conclusion, visual preferences and emotional responses are influenced by content of photographs, and evidence supports both the nature and the nurture hypothesis among Japanese and American children.

No description available.

The main objective of this study was aimed at determining whether young urban consumers' choice of interior soft furnishings is based on extrinsic characteristics with the intention of gaining social acceptance and conveying positive attributes to others. It is argued that, when consumers buy products, they in fact purchase the total product that includes everything that adds value to a seller's offering. As such, consumers may use extrinsic and\or intrinsic variables to conclude the most suitable purchase decision in terms of the outlet and brand of product. Intrinsics refer to the tangible, core characteristics of the product, such as the raw materials it consists of and are usually easy to imitate. Extrinsics on the other hand, are used and even manipulated to make products more appealing to a specific target group in a crowded market place and include differentiating features such as packaging. Since the research was focused on describing and understanding, qualitative methods were used for data collection. Focus group discussions, projective techniques and product comparison tests were included for the purpose of triangulation. Participants were allowed to respond spontaneously to various tasks and intrinsic features were accommodated to objectively reflect on the collective influence of both intrinsic as well as extrinsic variables and whether extrinsic characteristics dominate choice or not. Intrinsic characteristics were found to seldom form the basis of differentiation and extrinsic characteristics seem to playa determining role in young urban consumers' choice and use of soft furnishings such as towels and sheets. The evidence suggests that several retailers have succeeded in not only value engineering their product offerings to satisfy buyers' and users' minimum requirements for expected extrinsic attributes, but that they have also succeeded in augmenting their offerings through the addition of further extrinsic benefits. The findings strongly suggest the use of potential extrinsic attributes such as brand names, especially retail brands, to differentiate products. The evidence however also suggests that the outcome of past purchase decisions can alter perspectives of these attributes and that the acquisition of consumption related knowledge is a lifelong learning process. A conclusion drawn from the data collected, is that retailers have succeeded in creating store images that reflect the relationship between consumers and reference groups to which they (want to) belong. These findings underpin the importance of social acceptance and the relevance of the social dimension of brands. The relevance of the mental dimension of brands is supported by evidence that suggests that a relationship between the young urban consumer's self-image and the image of a specific outlet of soft furnishings is likely to occur. The findings coincide with the symbolic interactionist perspective that human society demands and depends on symbolic life. It appears as if interior products are purchased from certain outlets to serve as symbols to define/ represent realities, initiate responses, provide cues and organize behaviour in terms of what is considered appropriate. The study shed some light on young urban consumer's approach to the choice of interior soft furnishings, which could be extended to other product categories and consumer groups for use by the marketing sector in terms of consumer facilitation as well as the evaluation and development of marketing strategies. / Dissertation (MSc (Interior Merchandise Management))--University of Pretoria, 2005. / Consumer Science / unrestricted

The practice of promoting food to children via advergames is a highly topical issue which attracts much concern due to the low nutritional value of the promoted foods. This thesis examines the effects of customised food advergames on children’s affective, cognitive and conative responses. It also investigates the role persuasion knowledge and prior brand usage have in children’s interaction with advergames. In particular, whether children’s persuasion knowledge acts as a barrier to those responses. This research is situated within the domains of marketing communications, consumer behaviour and consumer socialisation. It adopts an affect transfer theory, the Dual Mediation Hypothesis (DMH), to explain the transfer of affect from an advergame to children’s responses. Three versions of the same advergame were designed for the purpose of this thesis with different levels of customisation (i.e. control, low and high experimental conditions). An experiment among younger (5-7 year olds) and older (11¬12 year olds) children reveals that customisation in advergames has a detrimental effect on children’s affective, cognitive and conative responses. It was the control condition, without customisation options, that rendered a positive impact on brand attitudes and preferences relative to the other two experimental conditions. Persuasion knowledge does not influence children’s affective, cognitive or conative responses. This implies that children’s understanding of the persuasive intent of an advergame does not act as a barrier against its effects. Age had a significant role on children’s attitudes towards the advergame, but not on their other responses to it. Finally, prior brand usage has a positive impact on children’s responses apart from on advergame attitudes. This thesis has implications to policy and practice. It is evident that children from two distinct age and cognitive developmental groups cannot protect themselves from advergames’ effects. Therefore, regulators should broaden the scope of concern to older and younger children alike.

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Food quality is a vital factor for the success of many food facilities, Fast food facilities may, however, depend on factors along with food quality to attract patrons. This study attempted to find out if food quality is a major factor prompting customers to eat at a fast food facility. Burger King Corporation was selected to ascertain to what degree quality served to attract business. Data was collected by means of a questionnaire handed to passersby at the Miami International Mall and the Miami Dade Mall to find out the reason why patrons who ate at Burger King selected it. Six factors were covered: fast service, food quality, price, location, advertising and child preference. Results showed that food quality was fourth in prompting customers to eat at Burger King. Location, fast service and price were ranked first, second and third in importance.

The development of species-typical perceptual preferences has been shown to depend on a variety of socially and ecologically derived sensory stimulation during both the pre- and postnatal periods. The prominent mechanism behind the development of these seemingly innate tendencies in young organisms has been hypothesized to be a domain-general pan-sensory selectivity process referred to as perceptual narrowing, whereby regularly experienced sensory stimuli are honed in upon, while simultaneously losing the ability to effectively discriminate between atypical or unfamiliar sensory stimulation. Previous work with precocial birds has been successful in preventing the development of species-typical perceptual preferences by denying the organism typical levels of social and/or self-produced stimulation. The current series of experiments explored the mechanism of perceptual narrowing to assess the malleability of a species-typical auditory preference in avian embryos. By providing a variety of different unimodal and bimodal presentations of a mixed-species vocalizations at the onset of prenatal auditory function, the following project aimed to 1) keep the perceptual window from narrowing, thereby interfering with the development of a species-typical auditory preference, 2) investigate how long differential prenatal stimulation can keep the perceptual window open postnatally, 3) explore how prenatal auditory enrichment effected preferences for novelty, and 4) assess whether prenatal auditory perceptual narrowing is affected by modality specific or amodal stimulus properties during early development. Results indicated that prenatal auditory enrichment significantly interferes with the emergence of a species-typical auditory preference and increases openness to novelty, at least temporarily. After accruing postnatal experience in an environment rich with species-typical auditory and multisensory cues, the effect of prenatal auditory enrichment rapidly was found to rapidly fade. Prenatal auditory enrichment with extraneous non-synchronous light exposure was shown to both keep the perceptual narrowing window open and impede learning in the postnatal environment, following hatching. Results are discussed in light of the role experience plays in perceptual narrowing during the perinatal period.

It is important for business managers to understand customers’ buying behaviours, as customers are the cornerstone of the business’ marketing strategy and the main providers of businesses’ profits. Previous research have identified numerous factors that influence customers’ buying behaviour, factors such as prices, promotions, brand image, brand reputation, customer experience and socio-cultural aspects. Despite the attention given to variables influencing buying behaviour, there was still a gap to be filled in this field of study in the clothing retail industry, especially in the South African clothing retail industry. Thus, the primary objective of this study was to investigate how the understanding of customers’ brand perceptions, customer experience and social considerations can be used by clothing retailers to initiate a purchase. A literature overview was conducted on the global retail industry, the global clothing retail, as well as on the South African retail and, more specifically, the South African clothing retail. In addition, a literature overview on variables influencing buying behaviour was provided, with a special accent on the selected variables for this study, namely brand perceptions, customer experience and social considerations. From the literature overview conducted on variables, seven independent variables were selected to be investigated with the dependent variable, buying behaviour. The independent variables, namely brand perceptions (as measured by brand quality, brand reputation and brand image), customer experience (as measured by store physical environment and staff service), and lastly social considerations (as measured by reference groups and culture/subculture) and the dependent variable (buying behaviour) were then presented in a hypothesised model. An empirical investigation was undertaken to establish the influence of the independent variables on the dependent variable. The measuring instrument used for the investigation was a self-administered questionnaire using seven-point Likert type of scale. The items were constructed based on previous research instruments found in secondary literature sources. The non-probability convenience sampling was implemented in this study to identify respondents. 207 usable questionnaires were collected and were examined through statistical analyses. The validity and the reliability of the measuring instruments were confirmed by exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients. Descriptive statistics were undertaken to summarise respondents’ demographic information, while Pearson’s Product Moment Correlations were calculated to determine the correlations among variables. Furthermore, the relationships between the variables were assessed through multiple regression analysis, while a t-test and ANOVA tests were conducted to determine the influence of demographic variables on independent variables that showed significant positive relationships with the dependent variable. In addition, post-hoc Scheffe tests were undertaken to elaborate on the significant differences resulting from the t-test and ANOVA tests. Significant positive relationships were found between Brand Image/Reputation and Buying Behaviour, between Store Physical Environment and Buying Behaviour and between Cultural Clothing and Buying Behaviour. The empirical results also showed that there was a significant relationship between Age and Cultural Clothing. In the same way, there was a significant relationship between Population Group and the variables Brand Image/Reputation and Cultural Clothing. This study has contributed to the body of literature on buying behaviour, especially in the field of clothing retail, by extending the factors to consider when aiming at improving buying behaviour. In addition, the development of the hypothesised model significantly contributed towards having a better understanding of customers’ perceptions of the selected variables, and ultimately how these variables could trigger their purchase decisions. As a result, this study enumerated some recommendations and suggestions that should enable retailers to create a positive image and reputation in customers’ minds, assist retailers in arranging the stores in a more attractive way for customers and reach more culture-conscious customers.

To ensure a long-term successful product brand, it is important to build brand awareness, to reach the consumer’s mind, encourage a consumer to develop a preference and eventually provide a positive contribution to consumer decision-making. Therefore, there is a need to understand and identify the role of brand awareness in the purchase process. An understanding of students as consumers and their brand awareness is important to marketers, particularly as students are recognised as a specialised market segment for a variety of products. The research focused on identifying the differences, if any, in brand awareness and its role in students’ purchase of sportswear clothing and sportswear shoes (high-involvement products) and coffee (a low-involvement product). A drop-off survey was used to collect the required empirical data from a convenience sample of 450 students enrolled at the Nelson Mandela Metropolitan University. The empirical findings showed that students were more aware of sportswear clothing and shoe brands than of coffee brands. Advertising played an important role in the awareness of sportswear shoes and clothing brands, but seemed unimportant in the case of coffee. Brand elements were found to enhance brand awareness. The brand name was important for coffee, while the name and the logo played a role in students’ awareness of sportswear brands. The study deduced that differences in brand awareness between high-involvement and low-involvement products exist among the students. Marketers thus need to choose appropriate strategies to create and increase brand awareness for the different products.

The objective of the study was to determine perceptions of rural consumers on mutton quality, and the quality of mutton at purchase points in the Eastern Cape Province, South Africa. The study was conducted in five different municipalities (Buffalo City, Nkonkobe, Ngqushwa, Lukhanje and Amahlathi). A survey was conducted where a sample of 215 consumers were randomly selected and interviewed, either at point of purchase or as they left the shops. The survey was not limited to the shoppers only but also extended to households from the villages. Questions on some of the most important meat quality cues were compiled. The physico-chemical quality of mutton purchased from different shops was also determined. Forty different shops and butcheries selling mutton from all the selected municipalities were visited. Different parts of mutton samples were bought. Physico-chemical qualities of mutton such as colour (L* - lightness, b* - redness and a* - yellowness) and meat pH measurements were taken at points of purchase. Cooking loss and tenderness evaluations were later done at the Meat Science laboratory at the University of Fort Hare. The results indicated that price was one of the major factors affecting the purchasing decisions of consumers. Thirty four percent of the consumers preferred mutton as compared to other protein sources, even though they were not buying this type of meat because it was not affordable to them. Both male and female consumers suggested that more sheep farmers need to be established in order to reduce the levels of imported mutton into South Africa. They also highlighted that selection programmes that will result in efficient sheep production and reduced mutton prices need to be implemented. Meat at points of purchase was affected by season resulting in lower lightness (L*24.7±0.49) values in winter and higher (L* 32.2±0.49) in Spring. The class of shop did not have an effect on meat quality attributes. Trotter had high values of lightness (L*30.4±2.78a), redness (a*30.4±2.78a), yellowness (13.1±1.08a), pH (6.3±0.12a), tenderness (24.9±3.69b) and cooking loss (39.5±4.38ab). The number of days from when the meat was put on the shelves to the time when it was purchased for consumption (days to purchase) had a significant (P<0.05) negative correlation with the Warner Braztler Shear Force (WBSF)values and lightness of the meat. Significant negative (P < 0.05) correlations between pH and colour of the meat (L*, a* and b*) were also observed. It was concluded that rural consumers perceive the quality of mutton as the best and that the physico-chemical quality of meat purchased from different shops was different, largely based on the part of meat, meat storage conditions and not necessarily on the class of the shop.