Browsing by Issue Date, starting with "2019-08-02"
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- Understanding ethical consumer decision making : the relationship of perceived sustainability and perceived efficacy in ethical consumptionPublication . Franke, Jonathan; Bicho, Marta Liliana NunesBusinesses hope that consumers reward their corporate social responsibility with higher brand loyalty and increased willingness to pay. Yet, contrary to these expectations recent research has revealed that in certain situations consumers shun ethical products as they assume a trade-off between ethicality and performance. To understand more about how ethical consumption decisions are made, this thesis analyzes the impact of perceived sustainability and perceived efficacy on purchase intentions under the moderating influence of locus of control (LOC). To this end, a quantitative experimental study was conducted via an online survey in the category of laundry detergents. Respondents were shown either a laundry detergent with an environmental message or with a message promoting functionality. The data does not support that there is an overall negative effect of sustainability on perceived efficacy; however, it suggests that there is a cross-over interaction effect with LOC: People with an external LOC assume that there is a trade-off between sustainability and efficacy whereas respondents with an internal LOC actually perceive products to have a better performance when they are sustainable. We also find that LOC moderates perceived sustainability. Both variables have a direct impact on purchase intentions, yet, perceived efficacy has a stronger influence. We conclude that businesses should use LOC in their customer segmentation strategy and aim to strike a balance in communicating the green appeal of the product while highlighting its performance at the same time.
- Populist reason in the discourse of FidezPublication . Poszpisek, Árpad; Gyulai, AttilaThe dissertation aims at examining the populist features of the Hungarian governing party, Fidesz during its third term between 2014 and 2018, through the application of post-structuralist discourse theory. The choice of the theoretical approach is justified by the fact that most populism theories ignore the constitutive role of the language in politics. The dissertation analyses speeches of the leader of Fidesz, Viktor Orbán, who has occupied the position of prime minister since the 2010 landslide victory of his party. The analysis is going to demonstrate that Fidesz employs populist way of articulation in their political communication through which it has constructed dichotomies between the people and their enemies, and has presented itself as the only party that is capable of preventing the enemies from harming the people. A further purpose of the dissertation is to prove the value of a post-structuralist approach of studying populism through demonstrating that many essential features of populist articulation cannot be understood without putting an emphasis on the discursive space of politics.