The goal of the study was to explore African Americans’ perceptions and acceptance of products used for placement in movies and to compare their perceptions to those of Anglo Americans. A mix between and repeated measures ANOVA was run to test four hypotheses dealing with race, gender and product differences. A factor analysis was run on the 30 attitudinal measures. A content analysis was done on the comments obtained from the open-ended question. Cross-tabulations were run on product and media consumption data. The results indicated that there are differences in the perceptions and acceptance of products used for placement in movies across ethnic and cultural groups in the U.S., specifically African American and Anglo Americans. Not only were African Americans less likely to accept ethically charged products for product placement in movies than Anglo Americans, their product acceptance ratings, in general, were lower than those of Anglo Americans. In fact, African American males rated all of the products lower than African American females and Anglo American males and females. The implications are that product, race, gender, frequency of movie watching and attitudinal differences should be considered when the product placement strategy is used. Advertisers and marketers should use caution when using the product placement strategy to target the African American market and when selecting the types of products to be used for placement. / text

Attitudes of users towards new Information Technology products have been the matters of consumer research studies. Factors that affect user behavior in terms of IT acceptance have been modeled by different researchers with an attempt to predict the actual usage. This study aims to analyze these factors and their significance in military context. One of the robust models, namely Unified Theory of Acceptance and Use of Technology (UTAUT) is used as the study model with required modifications in order to augment its compatibility. Therefore an exploratory survey study is conducted within the target user group of two rugged mobile computers with the participation of 37 Turkish sergeants. The study used both qualitative and quantitative instruments. The results showed that, for military products, users acceptance criteria mainly concentrate on the performance of the new product and its relative ease of use.

AIM AND OBJECTIVES The main aim of this thesis was to explore the possibilities of promoting the cultivation, utilisation and consumption of indigenous and traditional plant foods (ITPF) among urban and rural communities in the North West Province of South Africa that could possibly lead to increased IK and dietary diversity. The objectives were the following: Assess consumption of TLV in the rural and urban communities. Compare nutritional status of consumers and non-consumers of TLV using data obtained from the Prospective Urban and Rural Epidemiology (PURE-SA) study. Assess the availability, cultivation and consumption patterns of ITPF. Assess indigenous knowledge (IK) within the rural and urban communities. Assess consumers’ views of ITPF in the rural and urban communities. Assess consumers’ acceptance of, preference for and consumption intent of dishes made from cowpea leaves. To compile recipes for the most important ITPF commonly consumed in the study areas in order to promote the cultivation and consumption of ITPF (see Addendum D). STUDY DESIGN Health profile study: For the health profile study, a comparative study was conducted on the baseline data of the population that participated in the PURE-SA study (1004 urban and 1006 rural participants) which follows the health transition in urban and rural subjects over a 12 year period. The baseline data for the North West Province of South Africa were collected from October to December 2005. Utilisation of ITPF study: The study on the utilisation of ITPF used a sequential explanatory study design which involved the collection of quantitative and qualitative data and analyses. The consumer acceptance study consisted of an explorative and experimental phase. Participants were male and female, aged older than 20, residing in the selected communities and knowledgeable on the indigenous and traditional foods of the area. METHODS A variety of quantitative and qualitative research techniques were used. Data were generated through questionnaires, focus groups and individual - and group interviews. Health profile study: Demographic characteristics and frequency of consumption of TLV data were collected by the researcher from 396 randomly selected subjects from participating subjects in the PURE-SA study. An extensive nutritional profile of these subjects was compiled including blood samples, blood pressure, anthropometric measurements and total dietary intake by means of a quantitative food frequency questionnaire. Utilisation of ITPF study: A comparative study was conducted in rural and urban populations of the North West Province. Data were collected by the researcher using a questionnaire (n=396 households), key informant interviews (n=4), and four focus groups. Consumer study: Four focus groups were conducted by the researcher, two in rural and two in urban communities, to investigate consumers’ views about ITPF. Eighty-seven participants were recruited based on a specific purpose rather than randomly. Consumers’ acceptance of, preference for and intended consumption of products made with cowpea leaves were assessed. A 5-point hedonic scale and a 7-point food action rating scale were used for sensory evaluation. RESULTS Health profile study: As expected, rural inhabitants were more likely to consume TLV. However, no household reported to consume TLV more than ten times a month. Factors such as price (affordability) and availability and easy-to-get-to points of purchase were found to be major constraints in the consumption of TLV, especially in urban communities. Urban respondents had significantly higher macronutrient intakes than rural subjects. There was no significant difference between the selected micronutrient intakes between consumers and non-consumers of TLV. Non-consumers of TLV had higher blood lipid levels than consumers from both the rural and urban areas. In the urban subjects the relative risk to develop high blood pressure was higher in non-consumers of TLV than in the consumers. However, the risk ratios of raised serum cholesterol and triglycerides were not significantly different. Utilisation of ITPF study: More plant foods were available and consumed in the rural area than the urban area. However, fewer species were available than expected due to insufficient rainfall, poor soil quality, deforestation and over harvesting. Consumption of indigenous foods was influenced by price, culture, seasonality/availability, accessibility and diversity in markets. A lack of markets for indigenous crops, insufficient rainfall and diseases and pests were cited as the major cultivation problems, followed by a lack of capital to buy farming implements, veld fires and poor soil quality. Consumer study: Based on the qualitative focus group discussions, factors that influence the consumption of ITPF were identified. These factors included benefits and barriers of ITPF consumption. Ways to increase ITFP consumption were also identified. Health and nutrition; tradition and culture; and food safety emerged as drivers for ITPF consumption. A lack of knowledge and skills of food preparation and negative images and unfamiliarity of ITPF acted as barriers. Differences in views existed between older and younger consumers. In general younger consumers found ITF rather revolting and undesirable, humiliating to consume. Sensory evaluation of food samples for the pooled data of the total study population showed that significant differences existed between the acceptability of all attributes, overall acceptance and consumption intent. Socio-demographic backgrounds such as place of residence (urban or rural), levels of education and age were shown to influence the acceptability of food samples and consumption intent. There was no positive association between acceptability of food and gender. CONCLUSIONS Health profile study: This study showed the possibility of beneficial effects of rural diets, however, the lack of knowledge concerning the bioavailability of nutrients from TLV and lack of information on food consumption database, of these vegetables constitute main barriers to obtaining information on nutrient intake. The low frequency of consumption of TLV is of concern. Taking into consideration safe agricultural practices, the promotion of TLV might be a solution towards healthier diets and combating poverty. More research is needed to investigate the health effects of these vegetables. Utilisation of ITPF study: It is evident that there was a limited number of ITPF species cultivated and consumed. Consumers, especially older people, were found to possess extensive knowledge regarding the availability of ITPF species, their habitat and uses, seasonality and potential health benefits. There is a need to intensify education on conservation of natural resources and more studies should be undertaken to document and disseminate traditional food systems. In addition, there is a need to integrate existing health and nutrition interventions with traditional food promotion. Consumer study: The results highlighted the importance of making use of a mixed method approach which made it possible not only to identify factors that influence the consumption of ITPF but also to understand the dynamics thereof from focus group discussions and how they influence acceptability, preference and consumption intent. Important benefits (drivers) of and barriers to ITPF consumption as well as suggestions on how to increase ITPF consumption were identified. Barriers to ITPF consumption and low scores of acceptability provided by younger participants can be connected to misconceptions about ITPF and lack of familiarity with the products. Therefore, a combination of strategies aimed at enhancing individual awareness of the health benefits of ITPF, decreasing barriers and conducting more acceptability studies may have a positive impact on the younger segment of the population. / Thesis (Ph.D. (Consumer Science))--North-West University, Potchefstroom Campus, 2012

AIM AND OBJECTIVES The main aim of this thesis was to explore the possibilities of promoting the cultivation, utilisation and consumption of indigenous and traditional plant foods (ITPF) among urban and rural communities in the North West Province of South Africa that could possibly lead to increased IK and dietary diversity. The objectives were the following: Assess consumption of TLV in the rural and urban communities. Compare nutritional status of consumers and non-consumers of TLV using data obtained from the Prospective Urban and Rural Epidemiology (PURE-SA) study. Assess the availability, cultivation and consumption patterns of ITPF. Assess indigenous knowledge (IK) within the rural and urban communities. Assess consumers’ views of ITPF in the rural and urban communities. Assess consumers’ acceptance of, preference for and consumption intent of dishes made from cowpea leaves. To compile recipes for the most important ITPF commonly consumed in the study areas in order to promote the cultivation and consumption of ITPF (see Addendum D). STUDY DESIGN Health profile study: For the health profile study, a comparative study was conducted on the baseline data of the population that participated in the PURE-SA study (1004 urban and 1006 rural participants) which follows the health transition in urban and rural subjects over a 12 year period. The baseline data for the North West Province of South Africa were collected from October to December 2005. Utilisation of ITPF study: The study on the utilisation of ITPF used a sequential explanatory study design which involved the collection of quantitative and qualitative data and analyses. The consumer acceptance study consisted of an explorative and experimental phase. Participants were male and female, aged older than 20, residing in the selected communities and knowledgeable on the indigenous and traditional foods of the area. METHODS A variety of quantitative and qualitative research techniques were used. Data were generated through questionnaires, focus groups and individual - and group interviews. Health profile study: Demographic characteristics and frequency of consumption of TLV data were collected by the researcher from 396 randomly selected subjects from participating subjects in the PURE-SA study. An extensive nutritional profile of these subjects was compiled including blood samples, blood pressure, anthropometric measurements and total dietary intake by means of a quantitative food frequency questionnaire. Utilisation of ITPF study: A comparative study was conducted in rural and urban populations of the North West Province. Data were collected by the researcher using a questionnaire (n=396 households), key informant interviews (n=4), and four focus groups. Consumer study: Four focus groups were conducted by the researcher, two in rural and two in urban communities, to investigate consumers’ views about ITPF. Eighty-seven participants were recruited based on a specific purpose rather than randomly. Consumers’ acceptance of, preference for and intended consumption of products made with cowpea leaves were assessed. A 5-point hedonic scale and a 7-point food action rating scale were used for sensory evaluation. RESULTS Health profile study: As expected, rural inhabitants were more likely to consume TLV. However, no household reported to consume TLV more than ten times a month. Factors such as price (affordability) and availability and easy-to-get-to points of purchase were found to be major constraints in the consumption of TLV, especially in urban communities. Urban respondents had significantly higher macronutrient intakes than rural subjects. There was no significant difference between the selected micronutrient intakes between consumers and non-consumers of TLV. Non-consumers of TLV had higher blood lipid levels than consumers from both the rural and urban areas. In the urban subjects the relative risk to develop high blood pressure was higher in non-consumers of TLV than in the consumers. However, the risk ratios of raised serum cholesterol and triglycerides were not significantly different. Utilisation of ITPF study: More plant foods were available and consumed in the rural area than the urban area. However, fewer species were available than expected due to insufficient rainfall, poor soil quality, deforestation and over harvesting. Consumption of indigenous foods was influenced by price, culture, seasonality/availability, accessibility and diversity in markets. A lack of markets for indigenous crops, insufficient rainfall and diseases and pests were cited as the major cultivation problems, followed by a lack of capital to buy farming implements, veld fires and poor soil quality. Consumer study: Based on the qualitative focus group discussions, factors that influence the consumption of ITPF were identified. These factors included benefits and barriers of ITPF consumption. Ways to increase ITFP consumption were also identified. Health and nutrition; tradition and culture; and food safety emerged as drivers for ITPF consumption. A lack of knowledge and skills of food preparation and negative images and unfamiliarity of ITPF acted as barriers. Differences in views existed between older and younger consumers. In general younger consumers found ITF rather revolting and undesirable, humiliating to consume. Sensory evaluation of food samples for the pooled data of the total study population showed that significant differences existed between the acceptability of all attributes, overall acceptance and consumption intent. Socio-demographic backgrounds such as place of residence (urban or rural), levels of education and age were shown to influence the acceptability of food samples and consumption intent. There was no positive association between acceptability of food and gender. CONCLUSIONS Health profile study: This study showed the possibility of beneficial effects of rural diets, however, the lack of knowledge concerning the bioavailability of nutrients from TLV and lack of information on food consumption database, of these vegetables constitute main barriers to obtaining information on nutrient intake. The low frequency of consumption of TLV is of concern. Taking into consideration safe agricultural practices, the promotion of TLV might be a solution towards healthier diets and combating poverty. More research is needed to investigate the health effects of these vegetables. Utilisation of ITPF study: It is evident that there was a limited number of ITPF species cultivated and consumed. Consumers, especially older people, were found to possess extensive knowledge regarding the availability of ITPF species, their habitat and uses, seasonality and potential health benefits. There is a need to intensify education on conservation of natural resources and more studies should be undertaken to document and disseminate traditional food systems. In addition, there is a need to integrate existing health and nutrition interventions with traditional food promotion. Consumer study: The results highlighted the importance of making use of a mixed method approach which made it possible not only to identify factors that influence the consumption of ITPF but also to understand the dynamics thereof from focus group discussions and how they influence acceptability, preference and consumption intent. Important benefits (drivers) of and barriers to ITPF consumption as well as suggestions on how to increase ITPF consumption were identified. Barriers to ITPF consumption and low scores of acceptability provided by younger participants can be connected to misconceptions about ITPF and lack of familiarity with the products. Therefore, a combination of strategies aimed at enhancing individual awareness of the health benefits of ITPF, decreasing barriers and conducting more acceptability studies may have a positive impact on the younger segment of the population. / Thesis (Ph.D. (Consumer Science))--North-West University, Potchefstroom Campus, 2012

This thesis explores the relationship between culture and human-centred design in Botswana, a topic on which there is little previous research. The pinnacle of good product innovation is when it is grounded on sensitive cultural analysis of users' culture; however, it has been observed that designers have not yet been able to encode cultural phenomena to the same extent as cognitive and physical human factors. The study develops a theoretical framework of cultural analysis, comparing traditional with contemporary socio-cultural factors that can be applied to designing products. The content analysis method was used to extract and synthesise traditional and contemporary socio-cultural factors from Botswana's cultural sources. An experimental study was undertaken in Botswana to investigate how socio-cultural factors can be integrated in product design, and the participants' challenge was to transfer and apply these into product features that reflect Botswana's culture. This data was analysed using the qualitative method of textual and visual content analysis. A culture-orientated design model has been proposed to assist designers to consciously integrate culture in their design practice. The framework demonstrates how to specify, analyse and integrate socio-cultural factors in the early stages of the design process by advancing local thought, content and solutions. It advances a new approach to design education, theory, research and practice. It emerged that culture can be used as a resource of information and a source of inspiration for product innovation that connects with users' traditions. The research findings show that culture-orientated products have meaningful content that reflects users' lifestyles as well as providing them with symbolic personal, social and cultural values, and that these aspects facilitate product acceptance.