Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of Negative information. At the same time it is likely for brands to be subject to Negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how Negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of Negative publicity.

Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of Negative information. At the same time it is likely for brands to be subject to Negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how Negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of Negative publicity.

Results from previous studies have showed that people with depression has an impaired verbal fluency. The aim of this study was to investigate whether individuals with depression also generate more words containing Negative valence. Controlled Oral Word Association test were administered to a group of 13 mildly depressed individuals and a group of 20 non depressed individuals. The fluency and valence of the words produced was analyzed.The results showed no significant differences between the groups regarding either verbal fluency or Negative valence. However, a significant positive relationship was found between a Negative mood and Negative valence.

We investigate the effects of various types of word-of-mouth (WOM) messages on consumer bahavior. The message is varied along two dimensions where one is valence and the other is whether or not it contains an explicit call for certain behavior or attitude change. We use an experiment in the form of a web-based survey. Five different scenarios were designed to represent neutral, positive, and Negative WOM. The latter two came in two different versions - one with a recommendation and one without.

Titel: Negative campaigning: En kartläggning av politiska annonser i Dagens NyheterFörfattare: Olle Berntson och Eric SäweUppdragsgivare: Institutionen för journalistik, medier och kommunikation vid Göteborgs UniversitetKurs: Kandidatuppsats i medie- och kommunikationsvetenskap på Institutionen förjournalistik, medier och kommunikation vid Göteborgs Universitet.Termin: Höstterminen 2014Handledare: Gabriella SandstigSidantal: 31, inklusive bilagorSyfte: Att kartlägga omfattningen av Negative campaigning i svensk dagspress under andra hälften av 1900-talet.Metod: Kvantitativ innehållsanalysMaterial: Annonsmaterial i Dagens NyheterHuvudresultat: Våra resultat visar att omfattningen av Negative campaigning i svensk dagspress över tid har minskat. Andelen Negative campaigning hade en tillfällig uppgång under 1970- och 1980-talen med en topp 1988, för att sedan slutet av 1990-talet försvinna helt. Under valrörelsen 1988 var andelen annonser klassade som Negative campaigning som högst och låg på 13 %, för att under efterföljande decennium försvinna helt..

The purpose of this qualitative interview study was to examine which approach experienced pre-school teachers have on children that seek Negative attention. The study contains five informants in a city in the middle of Sweden and they all have at least 10 years of experience after their diploma from a pre-school teachers? program. The questions I aimed to answer were the following: How did the pre-school teachers define the expression ?Negative attention?? What approach did they have on children that seek Negative attention? What effects do the childrens? seeking of Negative attention generate on their self-esteem and sense of security? How possible do the pre-school teachers feel it is to achieve the goals of the pre-schools? curricula that every child should get their needs respected and met, when they work with children that seek Negative attention? The results showed that the teachers think of them as resources in the group and that they need to think of the environment around these children both at home and at the pre-school to better meet their needs.

The main purpose of this study was to examine own and social influence on perfectionismwith individual athletes. The participants (n= 96) of this study represented ten different sportsand their ages was between 15 and 44. An interview with four of the participant wasconducted. The instruments used for this study was the Positive and Negative PerfectionismScale (Terry-Short et al., 1995) and for the interviews questions was based on own and socialinfluence. The results showed that there was a relationship between positive perfectionismand own influence, Negative perfectionism and own influence, Negative perfectionism andsocial influence.

With this essay, I want to examine the image of Russians in the Swedish rural press during the second half of the 19th century, how rusophobia appeared in Swedish rural press and how the image of Russians changed during this time. To find this out, I set these questions:  ? How was Russians and Russia portrayed in the Swedish rural press? ? Did the view of Russians change during this time?The essay is written so that I have interpreted my empirical material to do a discourse analysis in which I analyse different articles that have been written about Russia and Russians in a stereotypical way. The source material used in the thesis comes from 41 news articles; the bulk of the source material comes from newspapers that were published during the late 19th century.Rural press reporting on Russia and Russians were in the second half of the 19th century mostly Negative. Of the 41 articles that were examined it was found that about half were Negative, less than one-sixth were positive, while about a third were neutral.The reason that many of the articles were Negative has to do with Sweden's shared history with Russia, with many wars and territorial losses.

Titel: Negative campaigning: En kartläggning av politiska annonser i Dagens NyheterFörfattare: Olle Berntson och Eric SäweUppdragsgivare: Institutionen för journalistik, medier och kommunikation vid Göteborgs UniversitetKurs: Kandidatuppsats i medie- och kommunikationsvetenskap på Institutionen förjournalistik, medier och kommunikation vid Göteborgs Universitet.Termin: Höstterminen 2014Handledare: Gabriella SandstigSidantal: 31, inklusive bilagorSyfte: Att kartlägga omfattningen av Negative campaigning i svensk dagspress under andra hälften av 1900-talet.Metod: Kvantitativ innehållsanalysMaterial: Annonsmaterial i Dagens NyheterHuvudresultat: Våra resultat visar att omfattningen av Negative campaigning i svensk dagspress över tid har minskat. Andelen Negative campaigning hade en tillfällig uppgång under 1970- och 1980-talen med en topp 1988, för att sedan slutet av 1990-talet försvinna helt. Under valrörelsen 1988 var andelen annonser klassade som Negative campaigning som högst och låg på 13 %, för att under efterföljande decennium försvinna helt..

Time Perspective is related to mental and physical health. This study examines the relationship between Time Perspective and perceived stress where Time Perspective was expected to predict the level of perceived stress. Past-Negative, Future-Negative, Future-positive and present-fatalistic were expected to be positively associated with perceived stress while Past-positive and present-hedonistic were expected to be Negatively associated. Measures from the self-assessment forms S-ZTPI, PSQ-recent and CES-D from 445 participants (242 women, 203 men) between 60-90 years were used to examine the hypothesis of the study. Two hierarchical multiple regression analysis confirmed that Time Perspective is associated with perceived stress and in part 2 explains it's variance, one when adjusting for demographic data (.R = .37) and the 2 other when adjusting for demographic data and depressive symptoms (.R = .13).

Background: HIV/AIDS has existed officially for more than 35 years and is now seen as a global epidemic. The disease has claimed many victims and there is no indication showing decrease of the mortality rate. The disease is currently incurable, but antiretroviral drugs have good effect at slowing down the process. The persons who live with the disease are exposed to stigma and, sometimes, Negative attitudes. The Negative attitudes could affect the person?s willingness carry through the test.

Body esteem is the affective aspect of body image, which is shaped by social experience. Compared with men, women have a more Negative body image, which is more frequently correlated with depression and dysfunctional thoughts, especially in the case of eating disorders. The purpose of the present study was to examine gender differences in body esteem and its subcategories, and to find out whether there exists a stronger link between Negative body esteem and higher levels of dysfunctional thoughts in women. The relationship between body esteem, dysfunctional thoughts and mental illness was examined. Participants were 73 college students doing social sciences and sports training educations.

Theories about exposure and risk-taking in an everyday environment show a connection between parental strategies, parent-child relationship and exposure on the Internet. In the present study, the Internet is presented as an everyday activity. Negative exposure is seen as an outcome of risk-taking. The purpose of the study was to examine in what way parental strategies together with the parent-child relationship were related to the teenagers? Negative experiences on the Internet, which consisted of three categories: 1) Exposure to pornographic sites, 2) Exposure to upsetting and violent material, 3) Digital bullying.

This thesis treats the topic of user-generated comments connected with news stories on news sites, meaning electronic word-of-mouth combined with PR. The writers have examined how different types of comments affect consumers' perception of the article and also what communication effects these comments generate in terms of attitudes, purchase intent and word-of-mouth intent. The results interesting to the news site owners, is that lots of comments and Negative comments generate a Negative effect by making the actual article less credible, attractive and worth reading (relative to the subsequent comments). On the positive side, serious comments imply that the news story is perceived as more interesting, than a news story followed by non-serious comments. From a brand equity perspective, the interesting results show that few comments compared to lots of comments, generate a better attitude to the brand, even though there is no difference in how positive or Negative the comments are.

Theories about exposure and risk-taking in an everyday environment show a connection between parental strategies, parent-child relationship and exposure on the Internet. In the present study, the Internet is presented as an everyday activity. Negative exposure is seen as an outcome of risk-taking. The purpose of the study was to examine in what way parental strategies together with the parent-child relationship were related to the teenagers? Negative experiences on the Internet, which consisted of three categories: 1) Exposure to pornographic sites, 2) Exposure to upsetting and violent material, 3) Digital bullying.