Abstract Afval dat op straat belandt, is een groot probleem voor de gemeente Leiden. Een van de oorzaken is dat mensen afval naast de afvalcontainers zetten. Dit onderzoek heeft als doel inzicht te...Show moreAbstract Afval dat op straat belandt, is een groot probleem voor de gemeente Leiden. Een van de oorzaken is dat mensen afval naast de afvalcontainers zetten. Dit onderzoek heeft als doel inzicht te krijgen in en kennis op te doen over de beweegredenen voor afvalplaatsing naast afvalcontainers. Daarom is een kwantitatief onderzoek uitgevoerd in vier buurten in de gemeente Leiden waar veel overlast van afvalplaatsing naast afvalcontainers ervaren wordt. De data zijn verzameld met een online enquête waarin de gedragsfactoren subjectieve norm, waargenomen gedragscontrole, gemak en hun verband met afvalplaatsing naast afvalcontainers gemeten wordt. Ook is exploratief gekeken naar kennis over het op de juiste manier gebruiken van de afvalcontainers en demografische factoren. In het onderzoek werd bevonden dat subjectieve norm een significant negatief verband heeft met afvalplaatsing naast afvalcontainers. Dit gevonden verband suggereert dat interventies die de subjectieve norm verhogen effectief kunnen zijn. Verder werd gevonden dat veel participanten kennis over het goed gebruik van afvalcontainers misten. Daarnaast lijkt het zo te zijn dat de ondergrondse containers wellicht vol zijn of participanten denken dat ze vol zijn. In dit onderzoek is bevonden dat subjectieve norm kan bijdragen aan oplossingen voor het probleem van afvalplaatsing naast afvalcontainers. Verder lijkt het gebrek aan kennis over het gebruik van de afvalcontainers en het eventueel vol zitten van de containers van belang. Dit moet nog wel verder onderzocht worden. Hiermee geeft dit onderzoek mogelijkheden tot het ontwerpen van interventies en duidelijke handvatten voor toekomstig onderzoek.Show less
In dit onderzoek is getoetst of milieukennis, attitude, subjectieve norm en waargenomen gedragscontrole de intentie beïnvloeden om afval correct te plaatsen. Hiervoor is een kwantitatieve survey...Show moreIn dit onderzoek is getoetst of milieukennis, attitude, subjectieve norm en waargenomen gedragscontrole de intentie beïnvloeden om afval correct te plaatsen. Hiervoor is een kwantitatieve survey uitgevoerd onder 115 bewoners uit vier wijken in Leiden. De resultaten toonden aan dat milieukennis positief gerelateerd was aan zowel attitude als intentie, maar dat attitude deze relatie niet medieerde zoals werd verwacht. Subjectieve norm bleek positief gerelateerd te zijn aan intentie, wat de hypothese bevestigde. Er was echter geen positieve relatie gevonden tussen waargenomen gedragscontrole en intentie zoals werd verwacht. De exploratieve analyse heeft aangetoond dat er verbanden zijn tussen enkele demografische kenmerken en predictoren. De resultaten benadrukken het belang van subjectieve norm, milieukennis en leeftijd bij het voorspellen van de intentie om afval correct te plaatsen. Echter moeten de resultaten met voorzichtigheid worden geïnterpreteerd vanwege de limitaties van het onderzoek. De gemeente Leiden zou vooralsnog interventies kunnen richten op het versterken van subjectieve norm van bewoners door lokale prijzen uit te delen via een puntensysteem en een leaderboard waarop prestaties per wijk worden weergegeven. Daarnaast zouden er ook educatieve programma’s aangeboden kunnen worden aan jongeren om hun intentie om afval correct te plaatsen te versterken.Show less
There has been a lack of research regarding gay entrepreneurs, as most focus on gay men in the workforce. In order to gain more perspective on what kind of challenges a gay entrepreneur might face,...Show moreThere has been a lack of research regarding gay entrepreneurs, as most focus on gay men in the workforce. In order to gain more perspective on what kind of challenges a gay entrepreneur might face, this study aimed to fill in some of the gaps in research, specifically regarding the implicit inversion theory. This study examined whether there was an adverse impact of a perceived misfit between homosexuality and job on purchase intention, as well as to whether moral identity had an effect on this relationship. Furthermore, this study also aimed to examine whether moral identity had a direct effect on purchase intention. A survey was conducted, with a total of 114 participants. There was no significant relationship found between perceived misfit between homosexuality and job and purchase intention, and moral identity did not moderate this relationship. However, moral identity was positively related to purchase intention. These initial findings suggest that there is a no stereotype of a perceived misfit affecting purchase intention. Furthermore, a higher moral identity seems to increase the likelihood of purchase intention for the services of a gay entrepreneur.Show less
As an approach to lower meat consumption, the effectiveness of moral appeals was investigated. In more detail, this study (N = 148) explored the effectiveness of moral appeals on attitude and...Show moreAs an approach to lower meat consumption, the effectiveness of moral appeals was investigated. In more detail, this study (N = 148) explored the effectiveness of moral appeals on attitude and intention towards lower meat consumption and the role of affective and cognitive discomfort. The moral appeals were based on two moral foundations and consisted of one message related to harm done to animals and one on purity regarding their breeding and livestock farming. An experimental design was used to test the hypotheses. Although no direct effect was found of moral appeals on attitudes and intentions towards a lower meat intake, the results showed a positive indirect effect of moral appeals trough affective discomfort. Therefore, it seems like that, moral appeals affect negative feelings and thus, are a powerful tool to use in the applied field of marketing and activism.Show less
Wanneer mensen morele overtuigingen over klimaatverandering hebben kan dit leiden tot het nemen van sociale afstand van mensen met een tegengestelde mening hierover. Het is aannemelijk dat vooral...Show moreWanneer mensen morele overtuigingen over klimaatverandering hebben kan dit leiden tot het nemen van sociale afstand van mensen met een tegengestelde mening hierover. Het is aannemelijk dat vooral mensen die belang hechten aan de morele intuïties schade en eerlijkheid een sterke morele overtuiging over klimaatverandering ontwikkelen, waardoor ze meer afstand nemen van andersdenkenden over dit onderwerp. Dit is onderzocht door middel van een survey onder Nederlandse respondenten (N = 178). Hieruit blijkt dat er een indirecte relatie is tussen het focussen op de intuïties schade en eerlijkheid en het nemen van sociale afstand van mensen met een tegengestelde mening over klimaatverandering, door het hebben van een sterkere morele overtuiging over klimaatverandering. Het gevonden resultaat is een aanvulling op de huidige literatuur doordat er een nieuwe relatie is gevonden tussen de morele intuïties schade en eerlijkheid en het vormen van een sterkere morele overtuiging over klimaatverandering. Daarnaast zijn indirecte relaties tussen de morele intuïties en het nemen van sociale afstand van mensen met een tegengestelde mening over klimaatverandering ook een nieuwe toevoeging. Het huidige onderzoek biedt een belangrijk inzicht voor het ontstaan van sociale afstand van mensen met een tegengestelde mening bij klimaatverandering.Show less
Deze studie heeft de relatie tussen morele overtuiging en polarisatie op gebied van klimaatverandering onderzocht, waarbij affectieve polarisatie en sociale afstand indicatoren van polarisatie...Show moreDeze studie heeft de relatie tussen morele overtuiging en polarisatie op gebied van klimaatverandering onderzocht, waarbij affectieve polarisatie en sociale afstand indicatoren van polarisatie waren. Verder zijn de variabele individueel verantwoordelijkheidsgevoel en verantwoordelijk houden van de overheid onderzocht als moderatoren van de deze relatie. Om dit te onderzoeken is er gebruik gemaakt van een kwantitatieve meetmethode, een vragenlijst. Er waren 286 respondenten. De moderatie is uitgevoerd door middel van Process, waarbij er werd gecontroleerd voor de variabelen leeftijd en sociale wenselijkheid. Er bleek een positieve significante relatie te zijn tussen morele overtuiging en polarisatie. Individueel verantwoordelijkheidsgevoel bleek een significante invloed te hebben op de relatie tussen morele overtuiging en affectieve polarisatie, maar niet op de relatie tussen morele overtuiging en sociale afstand. Verantwoordelijk houden van de overheid was geen significante moderator van de relatie. Dit zou mogelijk verklaard kunnen worden door de beperkte vragen over verantwoordelijkheid. Vervolgonderzoek zou ook kijken naar de invloed van bijvoorbeeld grote instanties op de relatie tussen morele overtuiging en polarisatie.Show less
The sector for food and agriculture has an extensive impact on climate change, there the understanding of sustainable consumer behaviour from a psychological stance is more important than ever. The...Show moreThe sector for food and agriculture has an extensive impact on climate change, there the understanding of sustainable consumer behaviour from a psychological stance is more important than ever. The present study explores the association between the extent to which consumers perceive themselves as sustainable and their attributions made regarding sustainable and non- sustainable foodstuffs. It is hypothesized that in-group identity has a significant main effect on the experience of sustainable foodstuffs. A cross-sectional survey was conducted on higher education students (n=166), using the Adjusted In-Group Identity Scale and the Food Attributes Assessment (FAA). In a mixed-model design, one-sample t-tests and repeated measures ANOVAs were run. Analysis showed that in-group identity only had a small influence on food attribution. Overall, the presence of a sustainability label prompts a sustainability halo regardless of ones’ identity. The effect was strongest for non-hedonic foodstuffs among participants that do not identify as being sustainable.Show less
Building on social perception literature which highlights the importance of morality in human impression formation, this study examines the relationship between brand personality and consumer...Show moreBuilding on social perception literature which highlights the importance of morality in human impression formation, this study examines the relationship between brand personality and consumer purchase intention. More specifically, the study objective is to investigate the effect of brand morality and brand competence on consumer purchase intention and to discover whether these effects are moderated by product involvement. It was hypothesised that brand morality is a stronger predictor of consumer purchase intention than brand competence. Secondly, it was predicted that for low-involving products, the effect of brand morality on consumer purchase intention is stronger than the effect of brand competence, whereas for high-involving products, the opposite was expected. An experiment (N = 216) was conducted to test these predictions. The results show that brand morality is a stronger predictor of consumer purchase intention than brand competence, irrespective of product involvement. The findings highlight the importance of morality in brand perception, indicating that companies of both low- and high-involving products should emphasise their brand’s moral characteristics to increase consumer purchase intention.Show less
Organizational citizenship behavior (OCB) refers to employees' individual actions and behaviors outside their formal job description, which are not formally requested or directly rewarded but can...Show moreOrganizational citizenship behavior (OCB) refers to employees' individual actions and behaviors outside their formal job description, which are not formally requested or directly rewarded but can be beneficial to themselves and the greater organizational functioning and efficiency. Due to technological developments, organizations and their employees are increasingly participating on social media, where employees can express their support for their organization. This online behavior can be viewed as online ambassadorship behavior (OA). The current study (N = 196) uses a survey to investigate the differences in employees' general engagement, perception, and the motives to engage in online ambassadorship in comparison to two affiliative OCB's, namely civic virtue (CV) and organizational loyalty (OL). As expected, engagement in OA was lower than in CV and OL and perceived as socially riskier and more visible. Unexpectedly, there were no significant relationships between self-enhancement and organizational identification regarding OA engagement, which indicated that self-enhancement and organizational identification are not motives for employee’s engagement. In sum, this study provided evidence that employees’ perceived perception influences engagement in OA.Show less
In this study, the association between brand personality and purchase intention is investigated, in order to contribute to branding and consumer psychology literature. Alongside that, moderating...Show moreIn this study, the association between brand personality and purchase intention is investigated, in order to contribute to branding and consumer psychology literature. Alongside that, moderating role of gender and mediating role of trust are looked at. Hypotheses about brand identities; brand competence and brand morality, were tested with a questionnaire with 102 respondents. The results showed that both brand competence and brand morality have a positive relation with purchase intention. Relation between brand competence and purchase intention is mediated by brand trust but gender is not a moderator of the relation between brand morality and purchase intention. The findings contribute to theory about brand personalities and their influence can be expanded so that brands know what type of brand consumers like and how they should form their image to generate the most purchases.Show less
Consumers can perceive brands in the way they perceive others. There has not been substantial research about attributing human personality traits, such as competence and morality, to brands. In...Show moreConsumers can perceive brands in the way they perceive others. There has not been substantial research about attributing human personality traits, such as competence and morality, to brands. In this study, we analyze competence and morality as dimensions of brand personality in order to predict purchase intention. Moreover, consumers also tend to find similarities between their personalities and a brand's personality. This concept of self congruence is used to moderate the relationships between competence, morality and purchase intention. The results of the online questionnaire showed that both morality and competence increase purchase intention, but self-congruence did not moderate these relationships. These findings suggest interesting implications for academic research and practical implications for the marketing and public relations field.Show less
Brand personality is one of the most important factors that impact consumers preferences and purchase decisions. This study examined the relation between perceived brand personality and purchase...Show moreBrand personality is one of the most important factors that impact consumers preferences and purchase decisions. This study examined the relation between perceived brand personality and purchase intention using gender as a moderator. Although previous research has focused on competence and warmth as the dimensions of brand perception, this study introduces morality and competence as alternative dimensions. Participants (N =105) evaluated five global brands on these dimensions. The results supported the theory that morality and competence are related to purchase intention. However, gender does not moderate the relation between the perceived brand personality and purchase intention. This study can find itself to be useful to marketing practitioners, not only to understand how consumers perceived brand personality relates to purchase intention, but to also understand what brands can do to increase consumers purchase intention.Show less
Brand personality displays one of the most important subjects a brand has to manage to be perceived well by its customers. However, besides “competence”, past literature failed to identify ...Show moreBrand personality displays one of the most important subjects a brand has to manage to be perceived well by its customers. However, besides “competence”, past literature failed to identify “morality” as an essential brand personality and its possible impact on consumers’ behaviour. Therefore, this study investigates the relationship between brands morality, brands competence, and consumers purchase intention. Further, brands loyalty and gender’s possible moderating effect on brands personality and purchase intention are analysed. Data was collected through a questionnaire consisting of 92 items, and answers from 185 respondents are analysed using correlational and regression analysis. The results suggest a positive relation between brands morality and both purchase intention and brand loyalty. Further, brands competence also displays a positive relation between both brand loyalty and purchase intention. No significant moderating effect of gender on brand personality and purchase intention is found. Finally, implications for brand management and future research are discussed.Show less
Consumer behaviour and attitudes towards a brand have long been important for companies, therefore research has been very interested as to which variables affect consumer outcomes. Through the...Show moreConsumer behaviour and attitudes towards a brand have long been important for companies, therefore research has been very interested as to which variables affect consumer outcomes. Through the Brands as Intentional Agents Framework brands can be judged by certain personality characteristics just as a person. Most prior research has investigated the effects of brand warmth and brand competence on consumer outcomes, but here it is suggested to replace brand warmth with brand morality. Morality is becoming increasingly relevant to consumers and therefore this research intends to look at its effect, isolated from the other components of warmth. The study is survey-based (n=97), and a linear regression analysis was used to gain insight into the role of brand morality and brand competence in predicting two types of brand loyalty (cognitive and affective). Results confirm expectations that brand morality and brand competence significantly predict brand loyalty, with brand morality being the better predictor of the two. Still, significant results are not found for all included brands. Various implications for brand practice and future research are discussed.Show less
Brand personality research has focused on the perception of warmth and competence; however, literature has identified two sub-components of warmth: sociability and morality. In social and...Show moreBrand personality research has focused on the perception of warmth and competence; however, literature has identified two sub-components of warmth: sociability and morality. In social and organization research, morality has been more influential than sociability and competence on evaluations and judgements. In consumer research, there is vast evidence showing the importance of competence on brand perception, however, there is limited information on the role of morality and how this influences consumer responses. For this reason, the current study (N = 105) investigated whether perceived brand morality and competence predicted purchase intention. Five global brands were evaluated through the use of an online self-report questionnaire. Both morality and competence were positively and equally related to purchase intention. Results further showed that elevation had no effect mediating the relationship between morality and purchase intention. This study gives insight into the role of morality on brand perception rather than warmth as a whole.Show less
Brand personality has been proven to influence consumer responses. A two dimensional model of warmth and competence is often utilized to study brand personality. However, the dimension of warmth...Show moreBrand personality has been proven to influence consumer responses. A two dimensional model of warmth and competence is often utilized to study brand personality. However, the dimension of warmth consists of the components sociability and morality. In the current study, the relation between perceived brand morality and competence with purchase intentions is investigated, with brand trust and brand identification as possible mediators. Four hypotheses were tested with a survey (N = 105) evaluating five global brands. Results generally supported the hypotheses and showed that both perceived morality and competence predicted purchase intention, and brand trust was found to mediate both relations. Brand identification did not mediate the relation of competence and morality with purchase intention. This study can be used to optimize branding and advertising, as it provides an in-depth and specific understanding of the effects of brand competence, morality, and trust on consumer-brand relationships and resulting consumer responses.Show less
