The current qualitative research was aimed at exploring and describing symbolic consumption and extension of self through possessions during liminality of full-time MBA students, moderated by financial constraint. The main purpose of the study was to gain deeper understanding of the liminal stage of full-time MBA students as consumers, and its effect on the symbolic consumption in the context of restricted financial resources. The main purpose of the research determined its exploratory and inductive nature within the interpretivist philosophy to qualitative inquiry. Twelve semi-structured interviews were conducted with participants chosen according to the pre-set criteria. Raw data was analysed using constant comparative and content analyses. The main findings of the research showed that during MBA studies as a period of liminality, participants faced the necessity to re-adjust their consumption behaviour in order to fulfil the shifts to new social roles and therefore construct new identities. Being financially constrained, they had to make trade-offs defined by main priorities of this stage in life. As a result, participants re-evaluated their previous consumption behaviour, and adopted a new one appropriate for their new social roles and gained new decisionmaking skills. Through financial constraint as an important moderating variable of the experience, participants gained new understanding of power and value of money which formed their consumption going forward. The outcome of the research contributed to the existing body of knowledge on changes in consumption behaviour of individuals in life transitions, including symbolic consumption and self-extension through possessions. In addition to that, insights gained during research contributed to the understanding of the role financial constraint plays as a moderating variable for consumption in transition. Therefore, the results of the research are of practical value for marketers as they provide valuable insights that can be used for more efficient targeting of appropriate buyer groups. / Mini Dissertation (MBA)--University of Pretoria, 2018. / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

The idea that free will may be an illusion has been a source of great concern. It has led to suggestions that it may be wise to avoid public discussion of this topic lest it lead to a general moral decay. This concern has seemingly been supported by research demonstrating that individuals, when primed with the notion they lack free will, tend to cheat more and prefer less retributive punishment. The current research suggests that these effects can be moderated by the introduction of a second prime. In experiment one, participants believed they were being tested on note-taking and the subsequent recall of the content of two articles when, in fact, the dependent measure was actually the degree to which, after being primed with the articles, they cheated on a math task. It was hypothesized that the cheating effect noted in prior research would be moderated by the introduction of a second prime – one that extends the concept of self beyond our dualistic intuitions. In a second experiment, it was hypothesized that this prime would also moderate the reported reduction of preference toward retributivist punishment. In each experiment, the results trended in the direction hypothesized but in neither case were they statistically significant. The difficulties surrounding methodology and reproducibility in this type of research is discussed and suggestions for improvements in experiment design are offered.

[pt] Este estudo investigou a relação entre o consumo de futebol e os fãs de times a partir da perspectiva teórica do Extended Self. O estudo cross-country, examina as semelhanças e diferenças entre torcedores de futebol brasileiros e torcedores de futebol franceses em relação a (i) os antecedentes para fãs de time, (ii) os componentes afetivos, cognitivos e comportamentais dos fãs de time; e (iii) até que ponto os torcedores incorporam o time de futebol a si mesmos. A metodologia consistiu na aplicação de uma pesquisa online a torcedores de futebol brasileiros e franceses – indivíduos que consomem futebol e possuem um time de sua preferência. As escalas utilizadas para medir os construtos foram identificadas na literatura e previamente desenvolvidas e validadas em outros estudos. Os dados foram coletados por meio de questionários autoaplicáveis na internet. Os participantes foram recrutados por e-mail ou redes sociais com um link para o questionário. O teste das hipóteses da pesquisa utilizou a Modelagem de Equações Estruturais. Dado o relacionamento de longo prazo entre o torcedor e o time, somado ao avanço da internet, que aumenta a interação e a experiência personalizada do consumidor de futebol, é fundamental entender mais sobre o indivíduo. O estudo contribui para aumentar nosso conhecimento sobre o consumidor de futebol e os mecanismos psicológicos dos fãs de futebol. / [en] This study investigated the relationship between the consumption of football and team fandom departing from the theoretical perspective of the extended self. A cross-country study, it examines the similarities and differences between Brazilian football fans and French football fans regarding (i) the antecedents of team fandom, (ii) the affective, cognitive, and behavioral components of team fandom; and (iii) the extent to which fans incorporate the football team to their selves. The methodology consisted of applying an online survey to Brazilian and French football fans – individuals that consume football and have a team of their preference. The scales used to measure the constructs were identified in the literature and previously developed and validated in other studies. Data were collected using self-administered questionnaires on the internet. Participants were recruited by email or social networks with a link to the questionnaire. The test of the research hypotheses used structural equation modeling. Given the long-term relationship between the football fan and the team plus the advance of the internet, which increases the interaction and personalized football consumer experience, it is crucial to understand more about the individual. The study contributes to increase our knowledge about the football consumer and the psychological mechanisms behind fandom.

Within the realm of applications, a relatively new payment form has emerged: called Microtransactions. These small one-time payments (less than 10 Euros) offer an addendum to an existing app, service, or game. Microtransactions have generated a revenue stream largely due to the tech savvy segment of young adults aged 18 to 24, but there hasn’t been significant research from an academic perspective which sheds light on this trend. This issue prompted the research question: Which quantifiable elements of a Microtransaction contribute to a university student’s purchase decision? The phenomenon of Microtransactions has not previously been studied under traditional theories of consumer behavior, which is what the scope of this research provided. The consumer behavior theories selected include: Ego Depletion Theory, Extended Self, and Perceived Value Theory. The selected methodology was a quantitative survey and content analysis. The data collected partially supported Perceived Value Theory, but was unable to validate Ego Depletion and Extended Self as significant influences on purchasing behaviors of Microtransactions among university students. Although the theories were unable to support all our hypotheses, we still concluded with two major findings. First, pricing and functionality are the primary elements of a Microtransaction which university students will consider before purchasing. Second, the Perceived Value Theory’s consumption values of Emotion and Finance are, indeed, consumption values shared among university students.

Submitted by Rafael Santana (rafael.silvasantana@ufpe.br) on 2017-05-05T17:35:13Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Erica_de_Carvalho_Paz_Dissertacao.pdf: 3046567 bytes, checksum: dba07c902de05881871c73faba488bb4 (MD5) / Made available in DSpace on 2017-05-05T17:35:13Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Erica_de_Carvalho_Paz_Dissertacao.pdf: 3046567 bytes, checksum: dba07c902de05881871c73faba488bb4 (MD5) Previous issue date: 2016-05-13 / As relações sociais virtuais se intensificaram na era da informação e as redes sociais virtuais, além de uma forma de interação social, se tornaram um canal de divulgação de posses para consumidores. O foco desta pesquisa é identificar se as pessoas fazem uso do Gerenciamento de impressões para a construção do seu Eu estendido, usando como objeto de estudo as publicações sobre viagens no Facebook. Assim buscou-se entender o significado que as pessoas atribuem às suas postagens sobre viagens e como estas contribuem para a formação do Eu estendido, bem como quais são e como são utilizadas as estratégias e táticas de Gerenciamento de impressões nessas publicações. As bases teóricas que fundamentaram este trabalho estão nos construtos de Gerenciamento de impressões, apresentado por Erving Goffman, em 1959, e de Eu estendido, trazido por Belk (1988). Este estudo qualitativo tem como base metodológica pós-modernista a Teoria da Cultura do Consumo, e faz uso de um método focado na análise das relações sociais virtuais, a netnografia, desenvolvida por Kozinets (2014). Os resultados da pesquisa apontam que o uso de Gerenciamento de impressões pode influenciar na formação ou fortalecimento do Eu estendido de quem faz postagens sobre viagens no Facebook. / Virtual social relations have intensified in the information age and virtual social networks, as well as a form of social interaction, became a dissemination of possessions channel to consumers. The focus of this research is to identify if people use impression management for the construction of its extended self, using as an object of study travel publications on Facebook. So we seeked to understand the meaning that people attach to their posts about travel and how they contribute to the formation of the extended self and what they are and how they are used the strategies and tactics of these publications impressions management. The theoretical bases that underlie this work are the impressions management construct presented by Erving Goffman in 1959, and the extended self, brought by Belk (1988). This qualitative study is postmodernist methodological basis the Theory of Consumer Culture, and makes use of a method focused on the analysis of virtual social relationships, netnography, developed by Kozinets (2014). The survey results indicate that the use of impression management can influence the formation or strengthening of the extended self for those that makes travel posts on Facebook.

Denna uppsats är baserad på en kvalitativ studie utförd med syftet att bidra till förståelse för föräldrars dilemman kring sharenting och deras sätt att hantera dem. Definitionen av ordet dilemma, i denna uppsats, är att föräldrarna står mellan två olika val där båda valen kan leda till både positiva och negativa konsekvenser för barnet eller föräldrarna själva. Begreppet sharenting är enligt Statens medieråd (2021) när innehåll på barn publicerats på digitala plattformar av vuxna människor som tar hand om barnen, exempelvis föräldrareller lärare. Begreppet är en sammansättning av de engelska orden parenting och sharing, och det finns ingen svensk översättning. Forskningsfrågan undersöktes genom tolv semistrukturerade intervjuer med föräldrar som har minst ett barn i åldrarna 0–10 år samt kännedom om sociala medier. Studien identifierar tre dilemman: Att välja mellan att presentera sig själv eller att skydda sitt barns integritet. Att välja mellan att publicera innehåll trots ovisshet om konsekvensernaeller att avstå från att dela. Att välja mellan att konsumera andra föräldrars inlägg på sociala medier, som kan bidra till stärkt föräldraskap men också minskad självkänsla, eller att avstå från att konsumera. Dessutom identifierades två problem som föräldrarna står inför. Dessa problem är att det inte finns tydliga riktlinjer för hur man som förälder ska dela på sociala medier och att andra människor publicerar bilder på ens eget barn. De tillvägagångssätt som föräldrarna använder för att hantera ovanstående dilemman och problem är att avstå naket innehåll, undvika känsliga situationer, inte visa ansikten och att inte skriva om barnen specifikt, gällande problem i föräldraskapet. Andra tillvägagångssätt är att tänka utifrån barnets perspektiv, vad de hade kunnat läsa om sig själva utan att ta illa upp, och att tänka utifrån sig själv för att förstå vad barnet kan tycka är okej.

During the years, research has been conducted both regarding employer attractiveness, extended self, and Generation Z. The theories and the concept have sometimes been examined alone and sometimes some of them together. Furthermore, the commonly used EmpAt scale has been used quantitatively several times, but the qualitative use of it is more rare. Additionally, the extended self focus has previously been on consumer brands instead of employer brands. It was found that the theories and the concept have not been brought together in the particular qualitative way the authors intended to do. The aim of this thesis was to bring the three concepts together and fill the gap in the literature. More precisely, the aim was to find a connection between employer attractiveness and extended self, and apply the connection to Gen Z.  By bringing them together, the purpose was to examine newly graduates or soon to graduate Gen Z’s perceptions on what actually makes an employer attractive and create a more nuanced understanding. Something that was examined with the help of the extended self and employer attractiveness. The literature review presents the theories and the concept that later lays the foundation for the conceptual framework. The study was deductive, and the approach was qualitative. The conceptual framework was used in order to develop the interview guide that was used for the semi structured interviews. The individuals participating in the interviews were Gen Z that had or currently were studying a degree in Business Administration or Industrial Engineering and Management.  The findingings showcased that the participants' descriptions of what an attractive employer is correlated with characteristics and traits they themselves have. Which the EmpAt dimensions does not consider. However, EA acknowledges this to an extent. Furthermore, the findings showed that there were two factors that were not considered by the EmpAt dimensions that the participants found important. These were transparency and communication. Additionally, two dimensions were found to be more important than the rest for the collective. The two most important ones were social value as well as development value. This was important since the individuals found it crucial to have a good social environment and be able to develop within the employer. The other four dimensions were not of as great importance for the collective, but some individual participants found one or another more important. Therefore, illustrating that the importance of the dimensions are based on personal preference. The findings also showed that the participants related the employer brand and social environment to their extended self. This by discussing the same or similar traits and attributes when talking about themselves and a potential employer.

Ungdomars beteende styrs av attityder, subjektiva normer och upplevd kontroll och utifrån omgivningen regleras beteendet för att skapa intryck som platsar i olika sociala interaktioner. Ungdomar presenteras sig olika beroende på sammanhang och utför olika strategier för att bli accepterade och känna tillhörighet. I dag är Instagram en gemensam plattform där ungdomar kan interagera med varandra via och eftersom det erbjuds bland annat publicering, delning och arkivering av bilder inleds en process till ett förlängt jag. Studien har syftat till att undersöka vilka strategier som ungdomar i åldrarna 13-16 i dag använder i sin självpresentation på Instagram för att uppnå tillhörighet. För att uppnå syftet med studien skapades en teorisyntes för att kunna kartlägga deras strategiska självpresentationer. Denna utgår från Theory of planned behavior, Erving Goffmans dramaturgiska samhällssyn, Jones och Pittmans självpresentationsstrategier och Russell Belks teori kring det förlängda jaget. I vår fallstudie genomfördes en fokusgrupp och fyra individuella intervjuer samt en bildanalys som alla hade utgångspunkt i teorisyntesen. Undersökningarna genomfördes för att ge svar på hur ungdomars beteende ser ut på Instagram och hur de använder applikationen för att presentera sig själva genom publicering av bilder. Resultatet visade att ungdomar i dag använder flera olika strategier för att presentera sig själva på Instagram. Den mest förekommande strategin är självfrämjan och i vissa fall använder de även insmickran och föregå med gott exempel. De vill lyfta fram egenskaperna av att vara kompetenta, sympatiska och moraliskt värdiga och utifrån detta publicerar de bilder på sig själva, sina kompisar och aktiviteter som föreslår just detta. / The behavior of adolescents is controlled by attitudes, subjective norms and perceived control, and they generate different impressions based on their environment to fit into their different social interactions. Adolescents present themselves different depending on their relations and alternate their strategies to do so in order to fit in and feel accepted. Today Instagram is a common platform for interaction between adolescents and because it offers publication, sharing and storing of images a process of creating an extended self occurs. The purpose of this study is to examine which strategies adolescents between the ages 13-16 use in their presentation of self on Instagram to achieve their sense of belonging. To accomplish this purpose we created a theoretical synthesis in order to map their strategic self-presentation. This synthesis is based on the Theory of planned behavior, Ervin Goffman’s concept of dramaturgy, Jones and Pitman’s self-presentation strategies and Russell Belk’s theory of the extended self. With this as a base in our case study we held a focus group and four individual interviews followed by a picture analysis. These enquiries were carried out with the purpose of answering how adolescents act on Instagram and how they use this application in their self-presentation via images. The result indicates that adolescents, today, use several different strategies in their presentation of self on Instagram. The strategy that is most prone to be used is self-promotion followed by ingratiation and exemplification. They want to highlight their capability to be competent, appealing and morally worthy and they publish pictures of themselves, their friends and their activities based on that.

In two essays I investigate two antecedents of self-concept change in consumers: Threats to the self and the activated self-construal and its effect on goal conflict resolution. In the first essay, I explore identity strictly as consumers define themselves in terms of the possessions with which they associate. I argue that ironically the very effort to maintain self-consistency through living up to the value of materialism after facing a mortality salience threat can actually undermine consistency on the level of the extended self of highly materialistic consumers. Specifically, when faced with a mortality salience threat, the consistency of highly materialistic consumers self-concept is disrupted in which they not only detach from formerly intrinsic possessions, but also make formerly extrinsic possessions a more central part of the extended self-concept. I further argue that consumers can be protected from a disruption to self-concept consistency through the process of self-affirmation. In the second essay, I explore how the activated self-construal impacts whether consumers maximize pleasure or engage in self-presentational behavior after they have been invited to choose a gift for themselves. I demonstrate that consumers with an independent (interdependent) self-construal make more indulgent (modest) gift choices for themselves, and that this effect is driven by the activation of a goal to maximize pleasure (behave normatively appropriate). I also identify a boundary condition: When consumers are able to satisfy their activated goal before selecting a gift, the effects cease to exist. / Marketing

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