We investigate the influence of rupture complexity on directivity effects. We consider, in particular, how variations in the hypocenter location, the slip distribution and the rupture speed affect the amplitudes of near-field directivity pulses. To that end, we generate a suite of 15 bilateral-rupture models for an Mw 7 event and simulate the corresponding velocity waveforms at a number of sites in the vicinity of the fault. To quantify the influence of the hypocenter location and the rupture speed, we rely on a measure of the isochrone velocity on the fault along a path we term the “closest path”. Our simulations reveal that the peak amplitudes of the directivity pulses largely correlate with the isochrone velocity and that both increase with increasing rupture speed. We also examine the effect of the slip distribution and conclude that the presence of a region of high slip along the “closest path” leads to the amplification of the directivity pulse. Our findings primarily serve to inform empirical ground motion models on the rupture parameters of relevance to directivity.

Background The concept of celebrity endorsement is a constantly growing marketing communication tool. A recent example of when the usage of celebrities within advertising has been successful is the case of Zlatan Ibrahimovic endorsing Volvo. Because of the expansive usage of celebrities in advertising as well as the ongoing increase of competition, the development for further efficiency in celebrity endorsement is essential for creating efficient advertisements. The foundation of this thesis relies upon the meaning transfer model (McCracken, 1989) as well as the source effects model (Ohanian, 1990). Purpose This thesis intends to investigate how the different source effects within celebrity endorsement are appealing to the various consumers based on their age and gender. To be able to further investigate into the nature of the differences between genders, we will observe how gender stereotypical- and gender neutral products are perceived by the consumers and the role that the gender of the endorser plays in celebrity endorsement. Method In order to fulfill the purpose of this thesis, an abductive study was conducted by the usage of both quantitative and qualitative data. The data was collected through a questionnaire, both among the members of Bryngfjorden GK and students at Jönköping International Business School, and focus groups with participants representing the overall population of Sweden. Conclusion We have identified numerous of different characteristics of the consumers that will influence their perception of celebrity endorsers in advertisements, thus depending on age and gender. Mainly we have found is that younger consumers put a large emphasis on the attractiveness effect of the celebrity endorser compared to older people who rather emphasize on the credibility effects of the endorser. Further we have found explanations for how different product types are dependent on the gender of the consumer, as well as the gender of the endorser, for creating an effective advertising message.

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Ce travail doctoral s’interroge sur le bien-fondé des stratégies publicitaires mettant en avant des mannequins séniors dans le but de séduire cette cible de consommateurs. Trois théories - la comparaison sociale, l’identité sociale et les effets persuasifs de la source –permettent d’élaborer un cadre d’analyse intégrateur des effets de la similarité liée à l’âge. Il met en relation les variables suivantes : l’écart d’âge entre le mannequin et le récepteur, la similarité ressentie avec le mannequin, l’évaluation de la marque (proximité, attitude, considération à l’achat) et l’estime de soi du récepteur suite à l’exposition publicitaire. Deux variables modératrices sont étudiées : la tendance d’âge subjectif et l’âge de divergence. L’étude empirique se fonde sur un échantillon de 444 femmes âgées de 60 à 70 ans et sur un groupe de contrôle constitué de 195 femmes âgées de 20 à 30 ans. L’expérimentation fait varier l’âge du mannequin (la même femme est représentée à trois âges différents : 25, 55 et 65 ans) et le type de produit (alimentaire et cosmétique). Les tests des hypothèses sont réalisés à partir d’équations structurelles (approche PLS). Les principaux résultats montrent : (1) l’impact négatif de l’écart d’âge sur les trois variables d’évaluation de la marque ; (2) le rôle de l’âge dans la formation du jugement de la similarité ressentie avec le mannequin; (3) l’influence positive de la similarité ressentie sur l’évaluation de la marque. La route persuasive de la similarité est plus marquée pour le produit cosmétique et pour les femmes séniors qui ont une faible tendance d’âge. Enfin, elle fonctionne mieux sur les femmes séniors que sur les femmes jeunes. / Our doctoral work questions advertising strategies using senior models to appeal to this target. Three theories - social comparison, social identity and persuasive source effects – enable us to construct an integrative framework of the similarity effects due to age. This includes the following variables: the age gap between the model and the receiver, the perceived model similarity, brand evaluation variables (proximity, attitude and purchase consideration) and the receiver’s self-esteem after ad exposure. Two moderating variables are taken into account: the subjective age tendency and the discrepancy age.Our empirical study consists of a sample of 444 women aged between 60 and 70 and a control group of 195 women aged between 20 and 30. The experimental design manipulates the model’s age (the same women is represented at three different ages: 25, 55 and 65 years old) and the type of product (food and cosmetics).Testing hypotheses are made from structural equations (PLS approach). The main results show: (1) the negative impact of the age gap on the three brand evaluation variables; (2) the age role when the similarity judgment is forming; (3) the positive influence of the perceived similarity on the evaluation of the brand. The persuasive similarity route is stronger for the cosmetic product and the senior receivers whose subjective age tendency is low. Finally, this similarity route works better on senior women than on younger women.