Although many gardeners desire a green oasis, most have a concrete jungle. This behavioral misalignment in domestic gardening is an example of the intention-behavior gap. Facilitating factors of...Show moreAlthough many gardeners desire a green oasis, most have a concrete jungle. This behavioral misalignment in domestic gardening is an example of the intention-behavior gap. Facilitating factors of this gap are poorly understood. This study aims to: 1. establish an intention-behavior gap in domestic green gardening, and 2. provide insight in impeding factors in the translation of green intention into gardening behavior. Two inertia-inducing factors were considered: goal conflict and procrastination. I tested whether intending to perform greening activities positively influences garden greening behavior when conflict between garden goals (H1) and procrastinating garden adjustments are low (H2). An online survey was distributed to garden-owners in Leiden (N=146). Multiple Response Analysis confirmed that intention mainly predicts greening behavior whilst leaving 63.6% of variance unexplained, showing a gap. Goal conflict and procrastination were not significant moderators. Strategies to increase garden greening are discussed and future research should continue studying intention-behavior gap moderators.Show less
Simultaneously engaging in multiple media activities is becoming increasingly normal in this digital era. Since distraction and media multitasking are closely related, a new term was created by...Show moreSimultaneously engaging in multiple media activities is becoming increasingly normal in this digital era. Since distraction and media multitasking are closely related, a new term was created by Aagaard (2014) to describe this activity: Distractive Media Multitasking (DMM). As more shopping is done online and e-commerce grows every year, DMM could have effects on the way consumers purchase online. This thesis uses an extensive questionnaire including an online shopping task to determine differences in shopping behaviors between differing levels of DMM. Firstly, it was expected that a higher amount of DMM activities would lead to a higher number of bought products and a lower purchase satisfaction. Secondly, it was expected that a higher experienced distraction due to DMM would lead to a higher number of bought products and a lower purchase satisfaction. No significant results were established. Exploratory research shows that engaging in DMM on multiple devices makes for a higher satisfaction level than engaging in DMM on only one device. Limitations of this study include the limited control of the research setting, while strengths include the examining of different aspects of DMM. Recommendations for future research contain changes to the research design and extensions to investigating additional DMM elements.Show less
Since the use of social media networks has strongly increased, people have the opportunity to easily discuss their opinions (Kim et al., 2013). Discussions on moral issues, such as abortion and...Show moreSince the use of social media networks has strongly increased, people have the opportunity to easily discuss their opinions (Kim et al., 2013). Discussions on moral issues, such as abortion and meat consumption, often take place online. In the current research (N = 310), the effect of moral emotional framing on attitude polarization was examined. It was predicted that moral emotional frames would lead to more attitude polarization compared to nonmoral frames and that this effect was mediated by moralization of the issue. Additionally, it was investigated whether a higher moral identity centrality would lead to a stronger effect of moral emotional frames on moralization. The results only partly supported these expectations. The results showed that the higher someone’s moral identity centrality, the stronger that person tends to moralize issues. Also, moralization was directly and positively related to attitude polarization. This study may serve as a solid basis for future research.Show less
