This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention.

Background: The Swedish Financial Supervisory Authority?s mortgage limitation, of mortgaging up to 85 percent of the market value of the real estate was introduced on the first of October 2010. The aim of the recommendation is to prevent a detrimental development of the market for mortgages while at the same time creating incentives for the consumers to limit the debt level. The mortgage limitation is a recently adopted recommendation and few studies have made a thorough analysis of its effects, hence it is an interesting topic to study.Aim: The aim of this study is to analyze the initial effects of the mortgage limitation for consumers, banks and estate agencies. Furthermore, the study aims to evaluate drivers of consumer debt levels and conclude whether the mortgage limitation will result in lower debt levels for consumers.Completion: The study is based on interviews with respondents from banks and with respondents from estate agencies to enlighten the initial and long term effects of the mortgage limitation.

Previous research in the field of consumer marketing has confirmed the positive effects of divergence on advertising efficiency. Despite the coherent evidence, some industries lag in the adoption of these findings, one of which is the Swedish real estate market. Divergence has not been elaborately investigated within said context and this paper addresses the need of actionable insights for housing advertising. Starting with the proven success of housing firm Fantastic Frank who work with detail photos in contrast to the common wide angle, this paper examines theoretical implications of detail photos' characteristics. Besides being divergent, detail photos are also ambiguous which renders access to effects related to visual perception.

The media arena is becoming more and more crowded by various brands and different commercial messages. At the same time, consumers learn how to screen marketing communication and their cognitive ad filters enable them to avoid message elaboration. Thus, new thinking and new communication executions are required in order to surprise the consumers and break through the clutter. In the present study, we have investigated how the choice of media affects attention, memory and several communication effects that the ad can generate in the short as well as in the long term. The study is conducted on a well-known brand within a low-involvement product category.

There are widespread discussions about the use of retouched models in media, ranging from bloggers to legal decision-makers. Research shows that there are negative psychological effects on especially females being exposed to idealized, retouched model images. The purpose of this paper is to explore the effects of using retouched models in advertising from a marketing perspective, based on attitudes, perceived quality and purchase intentions.Based on theories about attractiveness, halo-effects and social comparison, an experimental study was done, investigating the different responses on above mentioned parameters to advertisements showing either retouched model images or non-retouched model images. Initially it was also tested if the retouched models were seen as more attractive than the non-retouched models. The results showed almost no differences between the reactions to the advertisements with retouched models compared to the advertisements with non-retouched models, when all respondent groups were analyzed together.

A field experiment was carried out in 2006 to investigate the effects of deep rotary cultivation on sugarbeet growth. The background to the experiment was a 2005 study showing potentially higher yield, higher cleanness and higher sugar content when primary tillage was carried out to 35 cm depth with a rotary cultivator. On four field sites in Skåne (L:a Isie, Ädelholm, Stävie and Vragerup), five different treatments were compared: mouldboard ploughing in the autumn to 20 cm; mouldboard ploughing in the autumn to 20 cm + rotary cultivation in the spring to 35 cm; rotary cultivation in the autumn to 35 cm; rotary cultivation in the spring to 35 cm; and mouldboard ploughing in the spring to 20 cm. The rotary cultivator used in the treatments is manufactured by a Dutch company, Imants. The implement cultivates the soil with spade tines fitted on arms that are mounted on a horizontal rotating PTO-driven axle. Beet plants were inspected and yield determined in the experiment, and three soil parameters were examined: penetration resistance, water infiltration and infiltration of blue dye. Root shape was also examined. The site at Stävie was not harvested due to poor beet establishment. At the other sites, the highest yield was found when the soil was rotary-cultivated in the autumn.

Hemp has been used for textiles for a long time in history until it became illegal to grow in many countries in the 1930s. It is interesting from an environmental point of view because it doesn?t need any pesticides and in most locations it doesn?t need any irrigation either, compared to cotton, which normally requires big amounts of both pesticides and water for irrigation. Hemp is a bast fiber, which means that the fibers are located on the bast of the stem (on the outer layer of the stem). Therefore they cannot be spun directly, they have to be removed from the stem first.

5-hydroxytryptamin (5-HT) is biochemically derived from Tryptophan. Kynurenic acid and quinolinic acid are also known metabolites of tryptophan. 5-HT is considered to play a role in depression and today selective serotonin reuptake inhibitors (SSRIs) are used for treatment of depression. 5-HT may also play a role in pain perception. The aim of this study was to investigate whether a supplement of tryptophan may affect conditions such as depression and/or pain.

The majority of the Swedish population were self-provided within agriculture a hundred years ago. Times do change and today the situation is the other way around - most of us live within city boundaries and only few work with farming and related agricultural businesses. One thing that has not changed though, is the need of supplies from Swedish agriculture.What do we think of those products? Are we even aware of the connection between us and agriculture? The Federation of Swedish Farmers, LRF (Lantbrukarnas riksförbund), started their project to strengthen the link between consumers and producers in 2008.This paper is part of the project and its aim is to investigate consumers' views and values upon the effects and products from Swedish agriculture.Opinions and values have been studied through interviews influenced by phenomenology. The results show that the informants in general had a positive approach and thinking concerning the products and effects from Swedish agriculture.

The aim of our study is to examine stepparents´experiences of their role in the new family, we also want to examine if the role as stepparent is affected to the role as a biological parent. Our study is based on six semi-structured interviews, with three stepmothers and three stepfathers.By using role theory and symbolic interactionism our results indicate the requirement of constant negotiation as well as acknowledging the need to consider the other familymembers, those you may not have chosen to live with.We can see that the division of responsibility is governed by what is best for the family - to make life as easy as possible. It is clear that many stepparent lack guidance in what is expected of them in their new role; howeverr, they have been able to grow into it.  .

Aims: Patient associations have been around for some time and research has shown that such associations can influence society, politics and how diagnoses are thought of. This study is a comparative analysis of two patient associations in Sweden. The first association called Attention represents people diagnosed with neuropsychiatric disorders such as ADHD. The other association called RSMH represents people diagnosed with mental illness such as depression. The aim of this study is to explore the social and political agenda of these associations and to explain their relation to biological, psychological and social models of explanation.Method and theory: The method used was a qualitative document analysis using documents produced by the associations themselves as well as documents from media and politics.

Aquatic organisms are usually not exposed to single substances but rather to mixtures of toxicants in streams located in agricultural areas. The transport of pesticides used in the agricultural area in Sweden is monitored with continuous environmental supervision every year. During 2002-2008 an average of 10 pesticides were found in each sample and 40% of the samples contained substances with concentrations higher than the Water Quality Standards. Chemical risk management is normally based on single-test evaluations. A problem when assessing mixture toxicities is that the constituents and concentrations of pollutants in the environment vary greatly.

We were assigned to do this master thesis by Husqvarna AB who at the time for this thesis just had implemented a new material and production planning system called Replenishment system. Husqvarna AB wanted us to examine the effects of their new planning system to see if it was profitable or not. Husqvarna AB had for a time considered their delivery and supplier service to bee their biggest problem and they wanted to solve this problem by improving the communication with all involved actors in the logistic chain, which they hoped would result in a better mix of products in their warehouses. The aim of this report was therefor to analyze eventual effects for Husqvarna AB when changing from a traditional material- and production planing system to a more information intensive one. The result of this report showed effects on decreasing administrational routines and improved flexibility and lead-times.

The intention of this study is to investigate possible excitation on dogs due to buprenorphine treatment. The reason for it to be about buprenorphine and not any other opioid is due to its relevance being one of the most popular opioids in animal care, as well as the authors own experience with what seems to be buprenorphine induced excitation in her own dog. The study consists of a literature review and an internet based survey containing thirty questions sent out to twelve animal clinics and animal hospitals. Significant agitative effects on behavior has been found in studies on horses, sheep, goats, rats and mice, but no one shows the effects of buprenorphine on dogs. The literature on opiod effects on dog behavior seems sparse.

Today there is a shortage of skilled IT-technicians in Sweden. It is approximated that Swedish companies can hire 31 000 IT-technicians in 2015 and the need seems to increase in the coming years. One proposed solution to this problem is to make programming more desirable to youths. In this study we attempt to investigate the effects of an introductory course in computer science on youths? (16-17 years old) in a classroom setting.