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The food industry's focus has shifted to growth, profits and efficiency through new production processes. In response, people feel they have lost control over the food they eat. Media has a direct impact on consumer perceptions. Chicken has received extremely negative publicity compelling consumers to question the safety of chicken as a protein source. The aim of the study is to determine the different perceptions that exist in the mind of consumers regarding chicken as a generic food brand and to assess the role of communication in a consumer-brand relationship. Q methodology is the research methodology chosen as it is able to communicate an individual's subjectivity. The researcher considered factor loadings of 0.37 and more as significant. The varimax rotation produced four dominant factors. The variance in the correlation matrix was calculated at 70 percent. The factor scores were determined once the total number of factors with pure loadings had been identified. / Communication Science / M.A. (Communication)

Esta tese analisa o padrão decisório do auditor brasileiro (a partir do enfoque da Teoria do Processo Dual em sua versão modificada pela Regret Theory, aqui denominada TPD-m), já que o padrão decisório pode informar a maneira pela qual o auditor exerce seu julgamento. Considerando que auditor e norma precisam estar alinhados, e considerando a adoção de normas baseadas em princípios (IFRS), o objetivo foi aprofundar os estudos de Jamal e Tan (2010), verificando se os tipos de auditores por eles identificados (orientados a princípios, a regras e a clientes) poderiam ser observados empiricamente na amostra delimitada (29 sócios e 35 gerentes de auditoria de firmas Large Six localizadas no Brasil), e se tal tipologia encontraria suporte na literatura que define as características principais desses tipos de auditores. As quatro hipóteses de pesquisa versaram sobre: a ausência de predominância de um único padrão decisório; a associação entre os padrões identificados pelo DMI (se analítico, intuitivo ou emocional) e os tipos de auditores; a homogeneidade na determinação do que seria considerado como mais importante numa auditoria em arrendamento mercantil; a existência de associação entre os agrupamentos identificados pela Metodologia Q e as características condizentes com os tipos de auditores identificados por Jamal e Tan (2010). A primeira hipótese foi verificada com o Teste DMI, e a conclusão indica que o perfil preponderante dos auditores é analítico (explicado pelo processo de accountability vivenciado pelos profissionais), o que fornece sustentação necessária para afirmar que as decisões tomadas por auditores são deliberadas e cuidadosamente analisadas (quando estes têm tempo disponível para análise). Em função do resultado da primeira hipótese, não foi possível verificar a segunda hipótese (não havia indivíduos de padrão intuitivo e emocional suficientes para estabelecer a associação desejada). A terceira hipótese foi verificada pelo exercício de arrendamento baseado na Metodologia Q; os resultados indicam que não há homogeneidade na determinação do que seria considerado mais importante dentre os participantes (nessa análise, fica clara a subdivisão dos participantes analíticos em dois grupos: o primeiro privilegia a análise dos contratos de arrendamento, e o segundo, a definição do valor justo). A quarta hipótese foi verificada analisando-se as palavras mais repetidas observadas nas transcrições das entrevistas, cujo resultado indica que pode haver correspondência entre os agrupamentos da Metodologia Q e os tipos de auditores orientados a princípios e a regras (não foi possível concluir sobre a existência de auditores orientados a clientes). Sobre os métodos empregados: o resultado do exercício de arrendamento corrobora o Teste DMI, já que em todo o grupo de participantes analíticos foi identificada a escolha de atitudes de cunho analítico (de conteúdo mais literal, mais objetivo); a Metodologia Q mostrou-se eficiente na análise da aplicação da norma contábil pelos participantes. Sobre a contribuição teórica, a abordagem da TPD-m ajuda a explicar as evidências empíricas coletadas; além disso, a discussão envolvendo conjuntamente agente e norma contábil, além da conceituação e utilidade de regras e princípios contábeis no processo de julgamento e tomada de decisão contribuem para a consolidação de pesquisas na área. / This doctoral dissertation analyzes the decision making style of the Brazilian auditor (from the point of view of the Dual Process Theory in its version modified by Regret Theory, here called TPD-m), since the decision-making pattern yield information about the way in which the auditor make judgments. Considering that auditor and accounting standard must be aligned, and considering the adoption of principle-based standards (IFRS), the objective was to deepen the studies of Jamal and Tan (2010), trying to identify whether the types of auditors identified by them (oriented by principles, by rules and by clients) could be empirically observed in the defined sample (29 partners and 35 managers of Large Six Brazilian audit firms), and whether it could find support in the literature that defines the main features of these types of auditors. The four research hypothesis were about: the lack of predominance of a single decision-making standard; the association between the patterns identified by DMI (if analytical, intuitive or emotional) and the types of auditors; homogeneity in determining what would be considered more important an audit in leasing; the existence of an association between the clusters identified by the Q Methodology and characteristics consistent with the types of auditors identified by Jamal and Tan (2010). The first hypothesis was verified with DMI Test; findings indicates that the predominant profile of auditors is analytical (explained by the accountability process experienced by professionals), which provides necessary support to affirm that the decisions taken by auditors are deliberate and carefully analyzed (if they have time available for analysis). With this result, it was not possible to verify the second hypothesis (there was no sufficient intuitive and emotional individuals to establish the desired association). The third hypothesis was verified by a lease exercise based on the Methodology Q; findings indicates no uniformity in determining what would be considered most important among the participants (in this analysis, it is clear the subdivision of analytical participants into two groups: the first focuses on the lease agreements, and the second on fair value\'s definition). The fourth hypothesis was verified by analyzing the most repeated words observed in the transcripts of the interviews, and the result indicates that there may be correspondence between the clusters of Q Methodology and types of auditors oriented by principles and by rules (it was not possible to conclude on the existence auditors oriented by clients). About the methods employed: the result of the lease exercise corroborates the DMI Test, as in the whole group of participants was identified analytical choosing an analytical attitudes (more literal content, more objective); Q methodology seems to be efficient in the analysis of the application of the accounting standard by the participants. About theoretical contribution: the approach of TPD-m helps to explain the empirical evidence collected; furthermore, the discussion involving jointly agent and accounting standards, the concept and utility of accounting principles and rules in the judgment and decision making process contributes to the consolidation of research in this area.

Esta tese analisa o padrão decisório do auditor brasileiro (a partir do enfoque da Teoria do Processo Dual em sua versão modificada pela Regret Theory, aqui denominada TPD-m), já que o padrão decisório pode informar a maneira pela qual o auditor exerce seu julgamento. Considerando que auditor e norma precisam estar alinhados, e considerando a adoção de normas baseadas em princípios (IFRS), o objetivo foi aprofundar os estudos de Jamal e Tan (2010), verificando se os tipos de auditores por eles identificados (orientados a princípios, a regras e a clientes) poderiam ser observados empiricamente na amostra delimitada (29 sócios e 35 gerentes de auditoria de firmas Large Six localizadas no Brasil), e se tal tipologia encontraria suporte na literatura que define as características principais desses tipos de auditores. As quatro hipóteses de pesquisa versaram sobre: a ausência de predominância de um único padrão decisório; a associação entre os padrões identificados pelo DMI (se analítico, intuitivo ou emocional) e os tipos de auditores; a homogeneidade na determinação do que seria considerado como mais importante numa auditoria em arrendamento mercantil; a existência de associação entre os agrupamentos identificados pela Metodologia Q e as características condizentes com os tipos de auditores identificados por Jamal e Tan (2010). A primeira hipótese foi verificada com o Teste DMI, e a conclusão indica que o perfil preponderante dos auditores é analítico (explicado pelo processo de accountability vivenciado pelos profissionais), o que fornece sustentação necessária para afirmar que as decisões tomadas por auditores são deliberadas e cuidadosamente analisadas (quando estes têm tempo disponível para análise). Em função do resultado da primeira hipótese, não foi possível verificar a segunda hipótese (não havia indivíduos de padrão intuitivo e emocional suficientes para estabelecer a associação desejada). A terceira hipótese foi verificada pelo exercício de arrendamento baseado na Metodologia Q; os resultados indicam que não há homogeneidade na determinação do que seria considerado mais importante dentre os participantes (nessa análise, fica clara a subdivisão dos participantes analíticos em dois grupos: o primeiro privilegia a análise dos contratos de arrendamento, e o segundo, a definição do valor justo). A quarta hipótese foi verificada analisando-se as palavras mais repetidas observadas nas transcrições das entrevistas, cujo resultado indica que pode haver correspondência entre os agrupamentos da Metodologia Q e os tipos de auditores orientados a princípios e a regras (não foi possível concluir sobre a existência de auditores orientados a clientes). Sobre os métodos empregados: o resultado do exercício de arrendamento corrobora o Teste DMI, já que em todo o grupo de participantes analíticos foi identificada a escolha de atitudes de cunho analítico (de conteúdo mais literal, mais objetivo); a Metodologia Q mostrou-se eficiente na análise da aplicação da norma contábil pelos participantes. Sobre a contribuição teórica, a abordagem da TPD-m ajuda a explicar as evidências empíricas coletadas; além disso, a discussão envolvendo conjuntamente agente e norma contábil, além da conceituação e utilidade de regras e princípios contábeis no processo de julgamento e tomada de decisão contribuem para a consolidação de pesquisas na área. / This doctoral dissertation analyzes the decision making style of the Brazilian auditor (from the point of view of the Dual Process Theory in its version modified by Regret Theory, here called TPD-m), since the decision-making pattern yield information about the way in which the auditor make judgments. Considering that auditor and accounting standard must be aligned, and considering the adoption of principle-based standards (IFRS), the objective was to deepen the studies of Jamal and Tan (2010), trying to identify whether the types of auditors identified by them (oriented by principles, by rules and by clients) could be empirically observed in the defined sample (29 partners and 35 managers of Large Six Brazilian audit firms), and whether it could find support in the literature that defines the main features of these types of auditors. The four research hypothesis were about: the lack of predominance of a single decision-making standard; the association between the patterns identified by DMI (if analytical, intuitive or emotional) and the types of auditors; homogeneity in determining what would be considered more important an audit in leasing; the existence of an association between the clusters identified by the Q Methodology and characteristics consistent with the types of auditors identified by Jamal and Tan (2010). The first hypothesis was verified with DMI Test; findings indicates that the predominant profile of auditors is analytical (explained by the accountability process experienced by professionals), which provides necessary support to affirm that the decisions taken by auditors are deliberate and carefully analyzed (if they have time available for analysis). With this result, it was not possible to verify the second hypothesis (there was no sufficient intuitive and emotional individuals to establish the desired association). The third hypothesis was verified by a lease exercise based on the Methodology Q; findings indicates no uniformity in determining what would be considered most important among the participants (in this analysis, it is clear the subdivision of analytical participants into two groups: the first focuses on the lease agreements, and the second on fair value\'s definition). The fourth hypothesis was verified by analyzing the most repeated words observed in the transcripts of the interviews, and the result indicates that there may be correspondence between the clusters of Q Methodology and types of auditors oriented by principles and by rules (it was not possible to conclude on the existence auditors oriented by clients). About the methods employed: the result of the lease exercise corroborates the DMI Test, as in the whole group of participants was identified analytical choosing an analytical attitudes (more literal content, more objective); Q methodology seems to be efficient in the analysis of the application of the accounting standard by the participants. About theoretical contribution: the approach of TPD-m helps to explain the empirical evidence collected; furthermore, the discussion involving jointly agent and accounting standards, the concept and utility of accounting principles and rules in the judgment and decision making process contributes to the consolidation of research in this area.

Values matter in both legal decision (lawmaking and lawapplying) and discourse (lawshaping and lawinfluencing). Yet, their purported subjectivity means that gaining or improving knowledge about values (whether they be epistemic, legal, moral, ethical, economic, political, cultural, social, or religious) in the context of analytic legal thought and understanding is often said to be at odds with its goal of objectivity. This phenomenon is amplified at the international level where the infusion of seemingly subjective political values by sovereigns, and the decisionmakers to whom they delegate, can, and does, interfere with an idealized and objective rule of law. The discourse on value subjectivity, and its relation to the purpose and function of the law, is particularly apparent in evolving international legal orders such as investment treaty arbitration. The primary aim of this work is to provide a new method for gaining empirical knowledge about value subjectivity that can help close a weak link in all nonpositivist (value-laden) legal theory: a weakness that has manifest itself as skepticism about the possibility of measuring value objectively enough to permit its incorporation as a necessary component of analytic jurisprudence. This work proposes a theory of configurative fairness for addressing the problem related to the development or evolution of legal regimes, and how legal regimes perceived as subjectively unfair can be remedied. Such a theory accepts the premise that perceptions of fairness matter in directing the way that legal orders develop, and that perceptions of fairness relate to the manner in which values are distributed and maximized in particular legal orders. It is posited that legal orders perceived as fair by their participants are more likely to be endorsed or accepted as legally binding (and are therefore more likely to comply with the processes and outcomes that such laws mandate). The purpose of a theory of configurative fairness is an attempt to provide a methodological bridge for improving knowledge about value in the context of legal inquiry through the employment of a technique called Q methodology: an epistemological and empirical means for the measurement and mapping of human subjectivity. It is a method that was developed in the early twentieth century by physicist-psychologist William Stephenson: the last research student of the inventor of factor analysis, Charles Spearman. What Stephenson did was to create a way for systematically measuring subjective perspectives, and although not previously used in jurisprudential thought, Q methodology will facilitate a means for the description and evaluation of shared subjectivities. In the context of law generally, and in investment treaty arbitration specifically, these are the subjectivities that manifest themselves as the conflicting perspectives about value that are omnipresent in both communicative lawshaping discourse and authoritative and controlling lawmaking and lawapplying decision. Knowledge about these shared value subjectivities among participants in investment treaty arbitration will allow the legal analyst to delineate and clarify points of overlapping consensus about the desired distribution of value as they relate to the regime-building issues of evolving legal orders. The focus for a theory of configurative fairness pertains to the identification of the various value positions that participants hold about a particular legal order and to configure those values, through its rules and principles, in a manner that is acceptable (and perceived as fair) by all of its participants. If such a value consensus can be identified, then particular rules in the legal order can be configured by decisionmakers in a way so as to satisfy participants’ shared value understandings. To engage such a theory, a means for identifying shared value subjectivities must be delineated. This work conducts a Q method study on the issues under debate relating to regime-building questions in investment treaty arbitration. The Q method study asked participants knowledgeable about investment treaty arbitration to rank-order a set of statements about the way that the values embraced by this legal order ought to be configured. The results of the study demonstrate that there is significant overlap about how participants in investment treaty arbitration perceive the desired distribution of values across the regime. The Q method study identified six distinct perspectives that represent shared subjectivities about value in the context of the development of investment treaty arbitration. The Q method study was also able to identify where there is an overlapping consensus about value distribution across the distinct perspectives. It is these areas of overlapping consensus that are most likely to reflect shared value understandings, and it is proposed that it is upon these shared value understandings that the future development of investment treaty arbitration ought to aim.

Beginning in 2015 a major demographic shift in the majority income producers in the United States has moved from Baby Boomers to Millennials. At the same time, many nonprofits are not equipped to engage with Millennials and lack the knowledge and resources to tap into their philanthropic preferences. Using the theories of planned behavior, reciprocal altruism, social status, and warm glow theory, the purpose of this qualitative study was to explore opportunities for U.S. based nonprofit organizations to interact more effectively with members of the Millennial generation in terms of philanthropic behavior. Data were collected and analyzed using Q Methodology and included 36 Millennials attending the University of Arkansas, Fayetteville. Overall the researcher found that Millennials embrace the idea of using gamification to further fundraising. Five factors or profiles of potential donors were extracted from the Q-sort results: (a) the nongaming, knowledge seeker; (b) the high engagement, needs recognition donor; (c) the philanthropist gamer; (d) the gamer, let's play but not compete; and, (e) the transparent gamer. The findings of this study have the potential to create positive social change by providing information to nonprofits who may use it to cultivate, educate, and solicit individual charitable donations from members of Gen Y. The positive social change implications of this study include advice to nonprofit organizations on ways to increase revenue streams through donations from Millennials that could enable nonprofit organizations to better fulfill their mission and serve their constituents