The aim of this paper is to examine, by means of a quantitative method, whether using a Swedish athlete endorser in a sports advertisement will increase its effectiveness. We examine which characteristics an athlete endorser needs to be able to make people form a positive attitude towards the athlete endorser and thereby make him or her successful in advertising. We also look into whether an interest in sports can affect the advertisement effectiveness when using a Swedish athlete endorser. The results show that a well-liked Swedish athlete endorser generates highest ad effectiveness and that the most important characteristics that contribute to form a positive attitude towards an athlete endorser are trustworthy, physical attractiveness, success in sports and ?successful in respondent?s mind?.

Positive action is measures that usually constitute discrimination but which are justified when achieving the purpose of an effective equality between people of the society. Positive action regarding gender is regulated in primary law, secondary law and case law of the EU whereas positive action regarding other discrimination groups is regulated in secondary law and negligible regulated in case law.There is a boundary between positive action and discrimination. Primary law gives little guidance on determine that boundary. Secondary law provides more advanced guidelines of how to determining were the boundary is.When determining were the boundaries lays between positive action and discrimination the guidelines given by the European court of justice in case law can be used. The majority of these guidelines are focused on positive action regarding gender.

The essay investigates juvenile offenders experiences of the sanction ?ungdomstjänst? and how it may change attitudes towards committing criminal acts. The essay introduces qualitative interviews with four juvenile offenders, which have all executed ?ungdomstjänst?. The juveniles experiences of features that can be a part of the attitude change have been analyzed with a model of the motivation process, called ?Fyra F?, and four elements of persuading, which can affect an attitude change.

The number of HIV- positive is increasing all over the world and it's very likely to meet these patients as a nurse. The interaction between the nurse and the patient is characterized by experience and knowledge and at the same time the nurse is expected to act professionally. The purpose of this literature review is to investigate the nurse's complex of problems regarding the treatment of the HIV- positive patient by exploring the attitudes against HIV among nurses and how the nurse can maintain the integrity of the HIV- positive patient. Antonovsky's salutoqenic model, sense of coherence, has been used as theoretical frame. From 14 articles five topics have been found that influence the nurse's attitudes against HIV-positive patients.

Cattle production systems are changing to bigger intensified systems with larger numbers of animals per farm and more free range systems while at the same time employing fewer people. Aversive handling has been known to affect cattle production negatively for many years, but lately scientists have started to focus more on what positive effects gentle handling and positive human-cattle interactions may have on beef and dairy production. Fear can cause high stress in production animals and this can contribute to not only reduced production within beef and dairy cattle, but also increased risks for accidents and decreased animal welfare. Therefore, by reducing the fear cattle experience of humans, it could be possible to increase production, decrease accidents and increase the welfare of the animals. Reducing the animals fear and stress can be done by simple means, such as walking and talking calmly around the cattle, associating humans to positive feelings (such as feed) and stroking the cattle?s body regions associated with social grooming.

Purpose ? The current study aims to analyze how employees in temporary groups gets motivated, based on their personality traits and generation belonging, focusing on the goal setting theory. The study also focuses on the combination of these two variables concerning the goal setting theory.Design ? A total of 56 individuals working in project groups completed the questionnaire made for measure their personality traits and their work motivation.Findings ? Results in this specific case demonstrated differences in motivation based on their personality traits and generation. The study also found differences when studying the combination of the two variables.

The purpose of this study is to provide a longitudinal examination, within grocery retailing, of four marketing tools and their impact on enhancing customer loyalty. The study examines whether the relationship between the four marketing tools and customer satisfaction has a positive effect on attitude and behavior loyalty. The findings from this study show that the marketing tools have not helped enhancing loyalty between 2004 and 2007. Between these years, service quality has the most affect on loyalty. Self-scanning as an effective marketing tool could be questioned, the relation in this study is not supported.

Denna studie syftade för det första till att ge en grundlig och bred presentation av self-esteem-begreppet utifrån sociometerteorin, samt för det andra att korsvalidera Leary m.fl. (1995, studie 1 och 5). Vi ville förmedla hur sociometerteorins nya betraktelsesätt har satt self-esteem begreppet i ett nytt ljus, samt har kunnat förklara self-esteem på ett bredare och mer funktionellt sätt. Vi ville också visa vilka kopplingar det finns mellan self-esteem, social oro, uppfattad social exkluderingsstatus och människors förväntningar om huruvida deras beteende kommer att leda till social inkludering. Utifrån sociometerteorin betraktas self-esteem som en sociometer som övervakar en persons relationsvärde och hjälper människor att reglera sina interpersonella relationer.

Through the birth and arise of the Internet people has been given great opportunities to make selective selfpresentations online, which in the long run has resulted in an easier retaining of the self- esteem than in the offline world. Simultaneously, the self- esteem has been viewed as a cause for both success and failure since it plays a vital role regarding our attitudes, emotional reactions and behavior. On this basis I wanted to study the relation between self- esteem and self-presentations closer. The purpose of the study is to describe and analyze how some users who publish training photos of themselves on Instagram experience how they present themselves within this forum and how these presentations affect/ are affected by their perceived self-esteem in their everyday life. The study is based on theories regarding self- esteem through Maslows? hierarchy of needs, the inner and outer self-esteem, and social comparisons.

The purpose of this study was to explore the experiences of being a homosexual immigrant in the Swedish society. Our questions were how the interviewed homosexual immigrants experience being treated by the people in their surroundings and how they are influenced by their attitudes. We also wanted to know what kind of thoughts they have about affiliation considering origin and sexuality, and what positive and negative aspects they experience from the combination of being both homosexual and immigrants.To get the answers to these questions we used a qualitative method and interviewed seven homosexual immigrants between the ages of 25 and 40 years. We then compared our material with earlier studies of the living situation of homosexual immigrants in Sweden, Denmark and Norway. We also linked our findings to Goffman's stigma theory and to heteronormativity.The main result was that the combination of homosexuality and immigrantness can result in various difficulties.

The attitudes towards nature conservation in forestry are based on the individual forest owner. The theme of the interviews is the opinion on nature conservation in forestry. The purpose of this study is to identify if there is any difference in attitude to nature conservation in forestry according to the age of the forest owner. The study discusses different factors that affect the private forest owners consideration of nature conservation and give an insight in different generations attitude to nature conservation. Other topics that are discussed is if future change of generation will change the consideration of nature conservation in Swedish forestry and what is needed to enhance the interest in nature conservation among forest owners.This study is the result of interviews with a number of forest owners in the county of Uppsala, Sweden.

AbstractAs a young offender in Sweden today you can be sentenced to juvenile care within the social services. Within the juvenile care it may be an option for these young offenders to undergo an affect program. That is a collective name for several types of structured programs that can include everything from conversations to visits. The purpose of this study was to create an understanding of which arguments there are for why these affect programs for young offenders is being used in three municipalities in southern Sweden. We authors found this interesting because of the lack of evidence for these affect programs.

This paper aims to create a better understanding for how executing private matters during work hours affect the individual worker. In todays world the access to social medias, the Internet and all your friends is easy to access due to smartphones and computers. Prior research as described this both as a threat against the productivity of the worker and the moral of the workplace. While others mean that it is a source of recovery and something positive.This thesis uses a qualitative method and fifteen interviews where conducted with people between 20-30 years, who where working and living in Sweden. The theory of this paper is built on following areas: Time, the line between work and private, together alone, the brain and the affect it has on the dialogue between colleagues.

Previous studies have pointed out the potential risks involved with targeting homosexual consumers by using ads with homosexual imagery in mainstream media. Many of these studies have indicated that there may be drawbacks with exposing heterosexuals to these kinds of advertisements. The purpose of this paper is to investigate whether this is true for all groups of heterosexual consumers. An experimental study was carried out to examine the effects of explicit homosexual imagery on a heterosexual group with a generally positive attitude towards homosexuality. Empirical evidence suggests that homosexual imagery does not elicit any negative reactions among these heterosexual consumers.

The purpose with this thesis is to examine how four novels with a trait of confession written between 1996 and 2001 have been received in the Swedish daily press. This is done from a feministic perspective. The study is based on 36 reviews and the method which is used consists of a close-reading of the reviews, where the following questions are asked to the texts: Are there examples of reception in sexual analogies?; Are the novels ascribed a status of universality or are they considered to be something private?; How does the reviewers comment the exposure of the authors themselves and persons close to them?; What does the positive versus negative criticism concentrate on?; How does the reviewers comment the sexual element in the novels? The theoretical framework focuses on how womens literature has been treated in literary criticism and the treatment of the confession novels in the 1970s. The analysis of the reviews has, among many other things, showed that the novels mostly are regarded as something private; that the reviewers for different reasons question the publishing of the novels and that there are things concerning women and sexuality that is not accepted to write about.