In the United States of America (U.S.), institutional marginalization and racial discrimination remains an arguably difficult subject to understand, both conceptually and pragmatically. Regarding governmental sectors, U.S. Armed Forces are institutions where discrimination must be critically explored in an attempt to provide an understanding of the reality faced by those who actually serve. This study involved the examination into racism within a specific elite governmental sector that emphasizes a philosophy of a unified oneness of all its members. Using a phenomenological approach, the study delved into the actual impact of racism within the Marine Corps, on the lives of individual members of a historically marginalized populace, African American/Black. The research explored and analyzed the life stories of three male members of the aforementioned population group, hence seeking to answer the research question: How has Integrated Racial Diversity in the Armed Forces Impacted Experiences of Discrimination Antagonistic to Male African American/Black Marine Corps Officers as Members of a Population Historically Marginalized and Discriminated against in the United States of America? Theories incorporated in the research offered meaning to the experiences of the individual participants. Discoveries illustrated the necessity of adaptation by the individual in coping with the impact of racially charged hostilities in an environment supposedly operating with an objective of oneness of its members. Through the findings, a theory of socio-psycho-bio dissonance was developed by the researcher. This research provides recommendations on practical ways to transformatively address and seek probable resolution in conflict – institutionally.

Intense exercise is known to cause alterations in the psychophysiological status of an athlete. Monitoring the health and recovery of an athlete is imperative for the maintenance of performance and reduced fatigue and injury incidence. The physicality associated with select sports results in significant elevations and suppression of psychophysiological biomarkers that are often modulated by game-related impacts, intense training regimes and psychosocial aspects associated with the professional era. The aim of the studies outlined in this thesis were to determine the effectiveness of selected “stress” markers in several sports that result in significant “stress”, and quantify the level of acute and chronic “stress” following individual games and competitions to improve athlete management and recovery. Study one aimed at developing a new strong-cation exchange high performance liquid chromatography (SCX-HPLC) method for the detection and quantification of urinary pterins and creatinine in a body-building cohort completing high intensity resistance training. The method had an intra- and inter-assay variability of 3.04 % and 5.42 % respectively, with visibly clear peaks and no tailing. Urinary neopterin (NP) and 7,8-dihydroneopterin during a week of competitive natural body-building did not significantly change indicating no alteration in immune system function and oxidative stress. It did provide evidence for the use of specific gravity as a similarly reliable method for urine volume correction following exercise. Study two focused on a playoff game of elite amateur rugby. The time course changes of NP, cortisol, salivary immunoglobulin A (sIgA) and myoglobin in 11 elite amateur rugby players were measured up to 86 hours post-game. Cortisol increased 4-fold, myoglobin 2.85-fold, NP 1.75-fold and total NP 2.3-fold, all significant, whilst sIgA did not change. All markers returned to baseline within 17 hours providing valuable information for sample collection schedule optimization. Respiratory elastance was also measured by ventilation for the assessment of exercise induced lung inflammation/injury following the game (Chapter three). There was an increase in elastance in selected individuals that did not correlate with either global positioning system (GPS) or impact data. It was shown however, that a ventilator is capable of measuring respiratory changes in a conscious and healthy individual. Study three focused on the final three games of professional rugby in the 2013 ITM Cup. The acute and cumulative changes in the same four markers were analysed following three home games. There were significant increases in NP, total NP, cortisol and myoglobin along with significant suppression of sIgA (p < 0.05). Large intra- and inter-individual variation existed between players with changes associated with total impacts. Moreover, impact induced muscle damage may account for changes in oxidative status. Specific gravity (SG) was shown to be a more reliable marker for urine volume correction in comparison to creatinine; while some players showed signs of cumulative stress. Study four examined stress in a professional team throughout the 22 week 2014 Super 15 competition. Part one investigated changes in oxidative stress and muscle damage markers to solidify the muscle damage/oxidative status theory postulated in the previous study. Experimental evidence showed iron and myoglobin are separately capable of oxidizing 7,8-dihydroneopterin to NP in vitro. It was then identified that players who suffered the greatest muscle damage as a result of impacts also had the greatest change in oxidative status (NP). This evidence suggests rugby union induces significant alterations in oxidative status that may be exacerbated by the impact induced release of myoglobin. Part two measured urinary NT-proBNP during the last two consecutive home games to identify whether rugby union causes significant cardiovascular stress and if the pre to post-game change can be explained by GPS technology. Significant individualized elevations were observed in games one and two which did not correlate with any GPS measurements or impacts. Concentrations returned to normal ~ 36 hours post-game suggesting no permanent damage to cardiac muscle had occurred. The lack of correlation suggests GPS technology is not an accurate measure of cardiovascular stress in professional rugby union. Part three involved the measurement of cortisol, total NP and sIgA throughout the season to assess the degree of cumulative stress. Samples were taken at regular intervals ~ 36 hours post-game for 22 weeks. Extreme inter-individual variation was present. Select individuals showed continual elevation in immune system activation and psychophysiological stress, whilst others presented with a continual decline in immune system function. Collectively however, minor deviations from baseline in all markers were observed and participation in long distance travel did not significantly affect the psychophysiological status of the group. Together this suggests a season does not cause an accumulation in psychophysiological stress, although careful individual player analysis is warranted. Understanding rugby union positional demands is essential for training program specification and position specific development of players. Part four used GPS, video-analysis and biochemical analysis to identify positional demands in five regular season games. Forwards tended to be involved in more impacts and covered less distance, while backs covered more distance and carried the ball into contact more regularly. There was no difference in the psychophysiological status between positions indicating both aspects of stress (impacts and distance covered) may induce a similar response. Alternatively, individual biological variation may be solely responsible for this change suggesting careful consideration should be given when using traditional work-load measures such as GPS when quantifying “stress”. Part five assessed the effectiveness of varied recovery interventions. Total NP, cortisol, myoglobin and sIgA were measured pre- post- and ~ 36 hours post game to identify which intervention was most effective at returning players to a psychophysiological state that allowed for the resumption of normal training. Findings concluded the immediate post-game strategy employed by the team (cold bath, consumption of protein and carbohydrates, compression garments and eight hours sleep) seemed to provide the greatest psychophysiological improvement regardless of the “next-day” intervention. There was large inter-individual variation and players were still in a state of recovery ~ 36 hours post-game as indicated by the elevated total NP and sIgA concentrations. Study five had four aspects. Develop a new, cost-effective and simple reverse phase HPLC (RP-HPLC) method for the quantification of urinary myoglobin in a clinically relevant range, quantify the level of structural stress following a simulated mixed martial arts (MMA) contest, determine whether cold water immersion attenuates the level of inflammation and muscle damage following a contest, and whether this hypothesized attenuation may be explained by cryotherapy induced mononuclear cell activation suppression in vitro. The RP-HPLC method had an intra- and inter-assay variations from 0.32 - 2.94 %. Linearity was in the range of 5 – 1000 µg/mL which detected significant increases in urinary myoglobin following the MMA contest. Total NP was found to significantly increase following the contest and return to approximately pre-contest levels 24 hours later for the passive group only. Cold water immersion was further found to attenuate the total NP increase in the first two hours post-contest solidifying its use as a recovery technique following intense exercise, while cryotherapy significantly suppressed T-cell activation. This study provides a reliable and repeatable assay for muscle damage quantification in a clinically relevant range, evidence of the physicality associated with MMA, and indicates cold water immersion is a reliable recovery intervention that may impart its positive benefits through T-cell suppression. The data generated by these investigations highlights the necessity for individual physiological analysis. Group data often masks the extreme variation that exists in clinical and exercise trials where treatment and management of athletes is conducted for recovery and performance. Biochemical analysis provides an added sophistication of work-load and psychophysiological assessment that common technological methods cannot emulate. With a lack of correlation between the quantitative changes in specific non-overlapping biomarkers and GPS, video-analysis and questionnaires, it would seem pertinent to develop a non-invasive quantitative approach in elite sport to understand the level of exercise-induced psychophysiological stress for the precise management of athletes.

<p>This study is focused on the design, production, and operation of a controlled environmental olfaction chamber to evaluate human physiological and emotional response to volatile chemical emissions (VCPs) from scented household products in addition to careful characterization of the volatile organic compounds (VOCs) present in these product emissions. Utilizing proton transfer reaction time-of-flight mass spectrometry, the chamber can collect VCP emissions and identify VOCs present to complete an accurate chemical profile of household and common product emissions not previously known. This instrument is one of the first of its kind and will serve as a key element in understanding the relationship between human physical and cognitive health and the built environment.</p>

Объектом исследования является тревожность. Предметом исследования стала связь изменений показателей уровня тревожности в результате предтестовой беседы со стратегией прохождения СПФИ. Магистерская диссертация состоит из введения, трех глав, заключения, списка литературы (61 источник) и приложения. Объем магистерской диссертации 99 страница, на которых размещены 16 рисунков и 16 таблиц. Во введении раскрывается актуальность проблемы исследования, разработанность проблематики, ставятся цель и задачи исследования, определяются объект и предмет исследования, формулируются основная и дополнительные гипотезы, указываются методы и эмпирическая база, а также этапы проведения исследования, научная новизна, теоретическая и практическая значимость работы. Первая глава включает в себя обзор иностранной и отечественной литературы по методу специального психофизиологического исследования с применением полиграфа. Представленные разделы посвящены описанию метода СПФИ и роли предтестовой беседы в СПФИ. Выводы по первой главе представляют собой обобщение по изучению теоретического материала. Во второй главе описаны представления о тревожности в психологии и обозначены методы диагностики тревожности в психологии. В выводах по второй главе обобщён материал по данной тематике. Третья глава посвящена эмпирической части исследования. В ней представлено описание организации и методов проведенного исследования и результатов, полученных по всем использованным методикам и методам: специальное психофизиологическое исследование с использованием полиграфа (СПФИ); метафорические ассоциативные карты (МАК); шкала ситуативной тревожности Спилбергера-Ханина; 10-и бальная шкала самооценки тревожности; измерение вегетативных показателей на основе данных тонометра. Также в главе представлен сравнительный анализ Манна Уитни и корреляционный анализ результатов исследования. Выводы по главе 3 включают в себя основные результаты эмпирического исследования. В заключении в обобщенном виде изложены результаты теоретической и эмпирической частей работы, а также выводы по выдвинутым гипотезам и обоснована практическая значимость исследования. / The object of the study is anxiety. The subject of the study was the relationship of changes in anxiety level indicators as a result of a pre-test conversation with the strategy of passing the SPFI. The master's thesis consists of an introduction, three chapters, a conclusion, a list of references (61 sources) and an appendix. The volume of the master's thesis is 99 pages, which contain 16 figures and 16 tables. The introduction reveals the relevance of the research problem, the elaboration of the problem, sets the purpose and objectives of the study, defines the object and subject of the study, formulates the main and additional hypotheses, specifies the methods and empirical base, as well as the stages of research, scientific novelty, theoretical and practical significance of the work. The first chapter includes a review of foreign and domestic literature on the method of special psychophysiological research using a polygraph. The presented sections are devoted to the description of the SPFI method and the role of the pre-test conversation in the SPFI. The conclusions of the first chapter are a generalization of the study of theoretical material. The second chapter describes the concepts of anxiety in psychology and identifies methods for diagnosing anxiety in psychology. The conclusions of the second chapter summarize the material on this topic. The third chapter is devoted to the empirical part of the study. It describes the organization and methods of the study and the results obtained by all the methods and methods used: a special psychophysiological study using a polygraph (SPFI); metaphorical associative maps (MAC); the Spielberger-Khanin situational anxiety scale; a 10-point scale of self-assessment of anxiety; measurement of vegetative indicators based on tonometer data. The chapter also presents a comparative analysis of Mann Whitney and a correlation analysis of the results of the study. The conclusions of Chapter 3 include the main results of an empirical study. In conclusion, the results of the theoretical and empirical parts of the work are summarized, as well as conclusions on the hypotheses put forward and the practical significance of the study is substantiated.

Text in English with abstracts in Zulu and Afrikaans / Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As a complement to the quantitative research phase of the study, a Self-Assessment Manikin attitude measure was applied to a sample of 120 customers. This phase of the study highlighted pertinent emotional elements as key mediators in securing sustainable retail brand loyalty. In this regard, Woolworths and Pick n Pay recorded the most favourable perceptions on four stimuli, namely quality, customer rewards, customer care and brand logos. The study also applied eye tracking and galvanic skin response techniques to a sample of 10 participants to determine customers’ psychophysiological reaction to the four stimuli. Galvanic skin response findings showed that customers were especially engaged with Spar, Shoprite/Checkers and Pick n Pay, while eye tracking findings showed customers’ higher visual engagement with Shoprite/Checkers, Pick n Pay and Spar. A key overall finding of this study was the significant role of feelings and emotions in driving customer loyalty. Retail brands lose relevance when they fail to connect emotionally with customers, and without that emotional attachment, brands can easily be replaced by generic imposters. A comprehensive understanding of customer behaviour remains a quandary for marketing and business practitioners. In an attempt to address this limitation, the current study used insights from non-verbal attitudinal and psychophysiological measures to obtain a more comprehensive behavioural understanding of retail customers. / Nakuba imboni yezitolo ezihwebayo yaseNingizimu Afrika ibonise ukukhula nokudlondlobala okukhulu futhi idlala indima esemqoka emnothweni wezwe, ibhekene nezinselelo eziningana futhi ezihlukahlukene, kubandakanya indlelakuthenga yamakhasimende eguquguqukayo kanye nalokho okulindelwe ngamakhasimende nezimfuno zawo, ukungenisa ngezinkani kwemboni yokuhweba nge-intanethi nobuxhakaxhaka bobuchwepheshe besimanjemanje, ukungena kwezitolo eziyizikhondlakhondla emakethe yezitolo ezihwebayo, kanye nokukhula kokubaluleka kwabantu abahlala emadolobheni abasesigabeni sempilo esimaphakathi kanye namandla abo okuthenga. Lokhu kudala ubungozi obuvamise ukuba ngaphezu kwamandla nolawulo lwezitolo ezihwebayo. Ngakho-ke, kunomkhankaso oqhutshwa yizitolo zonkana ezihlose ngawo ukwakha ubudlelwano namakhasimende kanye nokuqinisekisa ukwethembeka kwamakhasimende ukuze zikwazi ukumelana nezimo ezikhona esikhathini samanje embonini yezitolo ezihwebayo, futhi ekugcineni, ukuze zikwazi ukusimamisa ibhizinisi lazo liqhubeke njalo futhi likhule lidlondlobale. Kuphawulekile emibhalweni efundiwe ukuthi ukuqonda kanye nolwazi olujulile olukhona njengamanje mayelana nokuziphatha kwamakhasimende eNingizimu Afrika emkhakheni wezitolo ezihwebayo ikakhulukazi kuwumphumela wokukalwa kwezinga lokuthatha izinqumo ngobuhlakani nokwenza izinto emva kokucabangisisa, kepha-ke ngakolunye uhlangothi kuvamise ukushaywa indiva ukwenza izinto kwamakhasimende ngaphandle kokuqaphela nokucophelela futhi ngokuthathela izinto phezulu noma ngaphandle kokucabangisisa ngalokho akwenzayo. Lolu cwaningo okubikwa ngalo kulo mbiko wocwaningo luzamile ukubhekana naleli gebe elikhona njengamanje eliphathelene nokuntuleka kolwazi. Lolu cwaningo lwamanje lufaka isandla esinohlonze kanye nemibono ephusile olwazini olukhona, ngokusebenzisa amathuluzi asekelayo ajwayelekile kanye nalawo asebenzisa ubuchwepheshe bokukala ukusebenza kwengqondo, ngaphansi kwedizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo, ngenhloso yokukala imizwa ezwakaliswa ngomlomo, ngezenzo noma ngeminyakazo yomzimba, okuyinto ebonisa izimo nezici-bunjalo ezisemqoka futhi ezinomthelela omkhulu eziphathelene nokusebenza kwengqondo kanye nemizwa, okuyizona ezilawula izinqumo zamakhasimende eziphathelene nokuthenga. Ngenhloso yokuqonda ngokuphelele ukuziphatha kwamakhasimende, lolu cwaningo lwacubungula futhi lwahlaziya ikakhulukazi izici-bunjalo zemizwa elawula ukwethembeka kwamakhasimende embonini yezitolo ehlelekile yaseNingizimu Afrika. Ukuze kucutshungulwe futhi kuchazwe kokubili izinhlobo zezitolo kanye nezimo ahlangabezane nazo amakhasimende mayelana nezici-bunjalo ezenza amakhasimende athembeke esitolo esithile futhi athenge kusona ngaso sonke isikhathi, isigaba socwaningo esiphathelene nolwazi oluphathekayo nolubonakalayo sasebenzisa idizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo. Le dizayini beyibandakanya ama-semi-structured interviews enziwa nababambiqhaza bocwaningo abayisishiyagalombili, okuyizingxoxo ezabe zigxile ekucubunguleni ukwethembeka kwamakhasimende okuphathelene nokuziphatha kwawo kanye nendlela abuka ngayo izinto ngaphansi kwesimo seqhingasu lokuphathwa kobudlelwano namakhasimende. Ngokususela kwimiphumela eyatholakala kwinhlolovo ebandakanya abathengi abangama-300 okwaxoxiswana nabo ezikhungweni ezinenxanxathela yezitolo, ucwaningo lwahlonza izimo nezi-bunjalo ezikhuthaza futhi zihehe amakhasimende okuyizona ezingasetshenziswa ukuchaza kangcono ukwethembeka kwamakhasimende ezitolo ezithile, okuyikhwalithi yomkhiqizo, ukufinyeleleka kalula kwendawo lapho kutholakala khona isitolo, ukunakekelwa kwamakhasimende, imikhiqizo ehlukahlukene kanye nokutholakala kwayo, ngokunjalo namanani-ntengo angambi eqolo. Ngaphezu kwalokho, imiphumela eyatholakala ohlaziyweni lwezinqumo ezithathwe ngokubheka ubufakazi kanye nokuqonda okujulile (structural equation modelling, two-step cluster analysis, optimal scaling kanye ne-multivariate binary regression analysis) yabonisa ukuthi ukwethenjwa kohlobo lomkhiqizo, ukukhanga nokuthandeka komkhiqizo kanye nokwethembeka okuphathelene nendlela-kubuka kuyizibikezeli ezisemqoka zokuziphatha kwamakhasimende okuhambisana nokwethembeka emikhiqizweni ethile. Futhi ngaphezu kwalokho, ukwethembeka kwamakhasimende kuyehluka, futhi lokhu kuncike ekuhehelekeleni kwamakhasimende ezitolo enkulu ezihloliwe. Mayelana nalokhu-ke, abakwa-Pick n Pay, Massmart kanye nabakwa-Shoprite/Checkers yizona zitolo ezibonise ukuthandwa kakhulu ngamakhasimende. Njengendlela yokweseka nokunezezela phezu kwesigaba socwaningo olukhwantithethivu olwenziwe, kwasetshenziswa isikali sendlela-kubuka esibizwa nge-Self-Assessment Manikin kwisampula yamakhasimende ayi-120. Lesi sigaba socwaningo saqhakambisa izimo nezici-bunjalo eziphathelene nemizwa ezifanelekile njengezinto ezisemqoka kakhulu ekuqinisekiseni ukwethembeka kwamakhasimende esitolo esithile ngokuqhubekayo. Mayelana nalokhu, abakwa-Woolworths kanye nabakwa-Pick n Pay babonisa ukuthandwa kakhulu ngamakhasimende mayelana nezici-bunjalo ezihehayo futhi ezikhuthazayo ezine, okuyikhwalithi, imivuzo yamakhasimende, ukunakekelwa kwamakhasimende kanye nemibala egqamile, igama elidumile nezimpawu zesitolo. Ucwaningo lwasebenzisa futhi nezindlela zokucwaninga eziphathelene nokulandela umkhondo wamehlo amakhasimende kanye nezimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo, okuyizindlela zocwaningo ezasetshenziswa kubabambiqhaza bocwaningo abayi-10 ngenhloso yokuhlonza indlela-kusabela kwamakhasimende ephathelene nengqondo nomzimba kulezi zicibunjalo ezikhuthazayo futhi ezihehayo ezine ezishiwo ngenhla. Imiphumela yendlela yocwaningo ebheka izimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo yabonisa ukuthi amakhasimende ahehelekela ikakhulukazi kwabakwa-Spar, Shoprite/Checkers kanye nabakwa-Pick n Pay, kanti ngakolunye uhlangothi imiphumela yendlela yocwaningo ebheka futhi ilandele umkhondo wamehlo amakhasimende yabonisa ukuheheka kwamehlo okuphakeme ezitolo zabakwa-Shoprite/Checkers, Pick n Pay kanye nabakwa-Spar. Umphumela omkhulu futhi osemqoka otholakale kulolu cwaningo yindima ebaluleke kakhulu edlalwa yimizwa ekukhuthazeni ukwethembeka kwamakhasimende. Izitolo zilahlekelwa yiwozawoza yazo kumakhasimende uma zihluleka ukuxhumana namakhasimende ngokwemizwa, futhi ngaphandle kwalokho kuxhumana ngokwemizwa nokuzwana, izitolo zingazithola kalula zisesimweni lapho indawo yazo isithathwe yizitolo-mbumbulu ezingosandanezwe. Ukuqondakala okuphelele kwendlela aziphatha ngayo amakhasimende futhi enza ngayo izinto kusalokhu kuyinkinga nesithiyo esikhulu kwizazi nezisebenzi ezenza umsebenzi wokukhangisa nokuqhuba ibhizinisi. Njengomzamo wokubhekana nalesi sithiyo, lolu cwaningo lusebenzise ulwazi nokuqonda okujulile okutholakale kwizikali zendlela-kubuka yamakhasimende kanye nezikali zesimo sengqondo nesomzimba samakhasimende ukuze kutholakale ukuqonda okuphelele futhi okujulile okuphathelene nokuziphatha kwamakhasimende athenga ezitolo kanye nendlela enza ngayo izinto. / Ondanks sy stewige groei en aansienlike bydrae tot die landsekonomie, het die Suid-Afrikaanse kleinhandelsbedryf met verskeie uitdagings te kampe. Veranderinge in kliënte se koopgewoontes en verwagtings, groeiende e-handel, reusekleinhandelaars wat die kleinhandelsmark betree, die toenemende invloed van die verstedelikte middelklas en sy potensiële koopkrag is enkele hiervan. Dit gee aanleiding tot risiko’s wat grotendeels buite die beheer van kleinhandelaars is. As gevolg van die hedendaagse dinamiek in die bedryf, poog kleinhandelsmerke om kliëntlojaliteit te verstewig en hulle eie volhoubaarheid te verseker. Dit blyk uit die literatuur dat die kleinhandelsektor se siening van kliëntgedrag in Suid-Afrika op die meting van rasionele gedrag berus, en dat die onbewuste gedrag van kliënte verontagsaam word. Hierdie tesis doen verslag van ʼn studie om hierdie leemte in die huidige kennis te probeer aanvul. Dit lewer ʼn bydrae deur aanvullende tradisionele en neurobemarkingsinstrumente in ʼn opeenvolgende gemengde metode as navorsingsbenadering te gebruik. Verbale, nieverbale en fisiologiese emosies is gemeet aangesien hulle die kognitiewe en emotiewe faktore is wat inkopiebesluite bepaal. Hierdie studie het hoofsaaklik die emosionele antesedente van kliëntlojaliteit in die Suid-Afrikaanse formele kleinhandelsbedryf verken om ʼn grondige begrip van kliëntgedrag te kry. Ten einde kleinhandelsmerke en kliënte se ervarings van die drywers van kleinhandelsmerklojaliteit te beskryf en te verken, is ʼn opeenvolgende gemengdemetode-navorsingsontwerp gevolg. Dit het uit agt halfgestruktureerde, private onderhoude bestaan. Hierin is gekonsentreer op die grondslae van gedragsen houdingslojaliteit teen die agtergrond van ʼn kliënteverhoudingsbestuurstrategie. Op grond van die bevindings van ʼn kwantitatiewe winkelsentrumopname onder 300 kleinhandelskliënte, is die motiveringsfaktore met die grootste waarskynlikheid aangetoon. Hulle is produkgehalte, ʼn gerieflike ligging, kliëntesorg, produkverskeidenheid, beskikbaarheid en billike pryse, en bied die aanneemlikste verklaring vir kleinhandelsmerklojaliteit. Volgens die bevindings van die inferensiële ontleding (struktuurvergelykingmodellering, tweestaptrosontleding, optimale skalering en meerveranderlike binêre regressieanalise) is merkvertroue, merkaffek en houdingslojaliteit betroubare aanwysers van bedragslojaliteit. Afgesien hiervan verskil kliëntlojaliteit na gelang van kliëntpredisposisie jeens kleinhandelsmerke wat getoets is. Kliënte was vir vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) die ontvanklikste vir Pick n Pay, Massmart en Shoprite/Checkers. Aanvullend tot die kwalitatiewe navorsingsfase van hierdie studie is ʼn selfasseringsmodelhoudingmeting op ʼn steekproef van 120 kliënte toegepas. Hierdie fase het die aandag gevestig op pertinente emosionele elemente as sleuteltussengangers in die opwekking van volhoubare kleinhandelsmerklojaliteit. Vir die vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) was kliënte se persepsies van Woolworths en Pick n Pay die gunstigste. Hierbenewens is oogvolg- en galvaniese velreaksietegnieke op ʼn steekproef van 10 deelnemers toegepas om hulle psigofisiologiese reaksie op die vier stimuli te bepaal. Die galvaniese velreaksietoetse het aangedui dat kliënte besonder ontvanklik was vir Spar, Shoprite/Checkers en Pick n Pay, en volgens die oogvolgtoetse visueel meer aangetrokke tot Spar, Shoprite/Checkers en Pick n Pay was. Hierdie studie het bevind dat emosies in die algemeen ʼn deurslaggewende rol in kliëntlojaliteit speel. Kleinhandelsmerke raak irrelevant as hulle nie ʼn emosionele band met kliënte smee nie. Sonder hierdie emosionele verbintenis kan generiese bedrieërs maklik die plek van kleinhandelsmerke inneem. Bemarkings- en sakepraktisyns het nie ʼn deeglike begrip van kliëntgedrag nie. Om dit reg te stel, het hierdie studie nieverbale houdings- en psigofisiologiese toetse toegepas om die gedrag van kleinhandelskliënte beter te begryp. / Business Management / D. Com. (Business Management)