Concern about personal privacy continues to grow among online users along with the fact that new technologies help online companies to share user's private information. Still the usage of online entities such as social networks and e-commerce sites continue to increase. This raises the question of why online users act in such a contradictory and irrational way.Our study examines what impact one recently developed application called social login, which is provided by several social networks and used by millions of online companies, has on consumer's evaluation of online brands when they are primed for various types of information concerning privacy issues. Our assumptions are built up on the theory of cognitive, dissonance and suggest that there will be no differences in evaluation of the brands due to the human need to rationalize their existing behavior and attitudes when they receive new or contradicting information. The potential effects are measured by a manipulation presented in a survey distributed in an online environment to a sample of users (n=,154).

This essay studied how six girls experienced their reading development during their college education in male-dominated profession programs. The issues assumed were how they experience their literature reading and literature education and what happened with their interest in reading. The theoretical frame included researchers Säljö, Rosenblatt, Gun Malmgren, Olin-Scheller, Ulfgaard and Molloy.The study showed that most of the girls felt their reading had worsened but not because of their male classmates but because of school. They had a lot of homework and participated in so many different school projects which would be completed that there was no time to reading for pleasure. The girls did not like the teachers? literate sample and did not like the methods used in learning literature.

The animal welfare act in Sweden states that dairy cows need to have at least a dim light present at night, but there are no recommendations for what intensity the light should have. It is unknown how cows perceive and react to low light intensities and earlier studies on this topic are limited. Red light as night light has also been suggested, based on the cows? inability to perceive red light. This have however been questioned. The aim with this study was to investigate how four different light intensities affect dairy cows behavior.

The aim of this study was to describe and analyse the constructions andinterplay of gender, ethnicity and sexuality between female and male careworkersand residents in a nursing home. To explore this from a qualitativeeveryday life?s approach, material was collected through participating observations,interviews, and informal conversation with careworkers and residents.The result points out that historical patterns of gender and caring relatedto this context still matter and affect both careworkers and residents. Forexample, female careworkers talked about the concept of caring as a genuinefemale experience, while male careworkers, who were in a minority, insteadtalked about caring in more gender-neutral words. The result also indicatesthat a larger number of male careworkers not necessarily leads to a highergrade of gender equality.

Today there are several generations who have grown up watching Disney?s films. Disney has become a central storyteller in our society with children and their families as their main audience. Disney's storytelling is often with the children from an early age and they get to learn about right and wrong, good and evil through the films. A picture of how the world looks and how you should and should not behave is presented in Disney's films.

Purpose This thesis tries to create an understanding of how male homosexual entrepreneurs, both as persons and as a concept, relates to the fact that entrepreneurship, as well as the society as a whole, is heteronormative. Moreover, it examines by what methods the male homosexual entrepreneurs cope with the seemingly paradox of a homosexual man who also is an entrepreneur. Method The method has been qualitative from a social construction-point of view. We have made semi-structured interviews with nine male homosexual entrepreneurs and structured the findings from the interviews with a computer programme and mind mapping techniques. We have compared the structured findings with theories, in an abducting manner, to find out an answer to the purpose of this thesis.

The purpose of this study is to examine the change in consumer behaviour regarding the intention towards buying fruit when the layout of the fruit section has been altered. We want to increase the probability of making impulse purchases by altering the layout. In our study we have combined structured quantitative observations with structured quantitative as well as qualitative interviews, with secondary data in the form of sales data from two selected ICA-stores. We chose to use this triangulated approach in order to cross-examine our findings and overcome the limitations of one method by the use of another. Further, the Latin square design was used for the observations as a means to acknowledge the calendar effect during the experiment.

The aim of this paper is to examine the layout of public spaces and its effect on human behavior with focus on the relation between pedestrians and cyclists movement patterns in a specific path. The study emanates from the security aspect of pedestrians and cyclists, and builds upon previous theories and empirical studies about perception, security, information design, environmental psychology and behavior. The result shows that individual behavior and movement pattern differs with age, purpose, physical- and other conditions, and layout of the surroundings. A design proposal for improved layout of a path and a node between different oncoming paths has been developed to aid the users? needs, where a separation of walkways and bike lanes forms zones of security for the purpose of better orientation and a better flow between the users..

The foundation for this thesis lies in whether or not, and how, the body representation in printed commercials, specific products directed to the body (shampoo, body lotion etc.), has changed during the last fifty years. Four years have been chosen because of the changes in society that we believe might have had an impact. The commercials that have been picked out are the ones that best represent the general view of the body. We have found that the changes when it comes to body presentation has followed the social development to a certain degree, but it is difficult to say how much the society has had an affect on the body ideal in advertising. Representations of the male body is something that has escalated since the early 70?s, fifteen years earlier few commercials was made with male models, and the few there were, never showed more than the face.

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them.

Context: Congruent ambient scents are not used extensively in marketing and there is only some research in this area within the Swedish retail. Moreover, there are not many studies that show how ambient scents influence customer behavior in a Swedish clothing store.Purpose: Examine and analyze which of the ambient scent vanilla and white orchid that suite and can provide a signature fragrance to the clothing store Kompaniet in Kalmar. The purpose of this study is therefore to compare how these scents affect the customers? behavior in the servicescape.Method: A deductive research strategy with an experimental design. The experiment was performed in Kompaniet in Kalmar.Theory: Our theoretical framework consists of sensory marketing, male and female shopping behavior, the sense of smell and ambient scent in the servicescape atmospherics.Results: Here we present a presentation of Kompaniets servicescape.

Companies within the e-commerce industry currently try to overcome the disadvantages of not being able to provide a physical inspection of products, and this is especially an issue for the apparel industry. One way of trying to overcome this issue is by presenting apparel with a short video of a model wearing the garment. The aim in this thesis is to investigate how these video presentations affect consumers' emotions, cognitions and intentions. Since previous studies have found that different shopping scenarios can moderate the effect of stimuli in the atmosphere on the consumers' emotions, we also aim to see if a video presentation, depending on the shopping scenario, could have a negative impact on site visitors. Moreover this thesis investigates the moderating effects of involvement on consumers' cognitions.

Interactive media is constantly increasing in our surroundings and with the innovation of touch-screens, two-way communication with screens has become part of our daily life. Still, this well known way of process information is not often seen in the in-store environment of grocery retailing. Here, interactive media is an unestablished field where empirical studies are invisible within the academic world. The lack of knowledge in which effect interactive digital signage has is one of the barriers of investing in this marketing solution in-store. The main purpose of this study is to examine and describe the effects of interactive digital signage at shelf within grocery retailing.

Media brings attention to the concept of preschools being in large need of more male teachers. In order to implement an increase of male teachers, various methods have been employed, most of which are based on the concepts of gender and equality. In question however, are the views of present teachers on the need for male teachers, and their expectations of those men! Or in other terms: What particular type of men are requested? And how does this correspond with the gender patterns induced by male teachers in their daily practical work? The purpose of this survey is to analyze expectations of male teachers and their role in the preschool context, through a gender perspective. I want to shed light on this purpose based on two questions: What ?kind? of men are requested by the present teachers? and Which gender patterns will the men induce to their daily work chores, and to their interaction with the children? The survey was conducted by means of interviews, polls, and observations, and the results were obtained from two preschools of which one in particular has extended focus on gender issues.

During the past decade, consumer health information-centers have been developed at the hospital libraries in Sweden in order to meet the increasing demand from patients and their relatives concerning consumer health information. In 1993, the hospital libraries in Falun, Västervik and Karlstad launched a consumer health information database called PION. The aim of this Master's thesis is two-fold. My first aim is to describe and discuss the principles of user-oriented evaluation. In my attempt to convey the theoretical discussion into the everyday life of librarianship, my second and most important aim is to conduct a user-oriented evaluation of the database PION.