The Role of Non-Coercive Influence Tactics in Online Marketing

This thesis examines the effectiveness of non-coercive influence tactics in the context of consumer online behaviour. The objective of this study is to develop a comprehensive understanding of consumer online behaviour and the role of information types in affecting the consumer’s cognitive responses and behavioural outcomes. The theoretical part of the study examines the academic literature on consumer online behaviour and influence tactics used both in traditional buyer/seller relationships as well as in relationships mediated by online technologies. The empirical part of the study is carried out with four experiments that utilise non-coercive influence tactics to affect online consumer behaviour. The consumers included in this study are 18-28 year-old structural and civil engineering students in Finland, United Kingdom, United States and India. The findings suggest that non-coercive influence tactics are applicable in the online marketing context and generate cognitive responses of site awareness, site involvement and exploratory behaviour which subsequently results in behavioural outcomes of compliance, eWOM and site abandonment.

Prenatal and perinatal risk factors for bipolar disorder

Bipolar disorder (BPD) is a severe mental disorder associated with considerable morbidity and mortality. Prenatal insults have been shown to be associated with later development of mental disorders and there is a growing interest in the potential role of prenatal and perinatal risk factors in the development of BPD. The aims of this thesis were to describe the overall study design of the Finnish Prenatal Study of Bipolar Disorders (FIPS-B) and demographic characteristics of the sample. Furthermore, it was aimed to examine the association of parental age, parental age difference, perinatal complications and maternal smoking during pregnancy with BPD. This thesis is based on FIPS-B, a nested case-control study using several nationwide registers. The cases included all people born in Finland between January 1st 1983 and December 31st 1998 and diagnosed with BPD according to the Finnish Hospital Discharge Register (FHDR) before December 31st 2008. Controls for this study were people who were without BPD, schizophrenia or diagnoses related to these disorders, identified from the Population Register Centre (PRC), and matched two-fold to the cases on sex, date of birth (+/- 30 days), and residence in Finland on the first day of diagnosis of the matched case. Conditional logistic regression models were used to examine the association between risk factors and BPD. This study included 1887 BPD cases and 3774 matched controls. The mean age at diagnosis was 19.3 years and females accounted for 68% of the cases. Mothers with the lowest educational level had the highest odds of having BPD in offspring. Being born in Eastern and Southern region of Finland increased the odds of having BPD later in life. A U-shaped distribution of odds ratio was observed between paternal age and BPD in the unadjusted analysis. Maternal age and parental age difference was not associated with BPD. Birth by planned caesarean section was associated with increased odd of BPD. Smoking during pregnancy was not associated with BPD in the adjusted analyses. Region of birth and maternal educational level were associated with BPD. Both young and old father’s age was associated with BPD. Most perinatal complications and maternal smoking during pregnancy were not associated with BPD. The findings of this thesis, considered together with previous literature, suggest that the pre- and perinatal risk factor profile varies among different psychiatric disorders.