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Here, Radboud University presents theses written by students affiliated with various bachelor’s and master’s programmes at the university, as well as papers from students of the Radboud Honours Academy and publications in the Radboud journal Ex Tempore.
Recent Submissions
Item The effect of language (English vs native Dutch vs mixing languages) on consumer response in print advertising with tolerance of ambiguity as moderating factor for Dutch and Flemish consumers.(2025-06-10)In multilingual advertising contexts in countries such as the Netherlands and Flemish Belgium, foreign languages - particularly English – are frequently used to evoke associations of globalness, modernity, and success. However, recent research suggests that, in regions with high English proficiency, its symbolic impact may be diminishing. This study investigates how language choice in advertising (Dutch, English, or a mix of both) influences consumer responses, and whether this effect is moderated by tolerance of ambiguity (TA), a personality trait reflecting openness to ambiguous situations. A 3 (language: Dutch vs. English vs. mixed) × 2 (TA: high vs. low) × 3 (product type: jeans, toothpaste, suntan lotion) mixed factorial design was used with 177 participants from the Netherlands and Flemish Belgium. Participants evaluated three advertisements and reported their attitudes toward the ad, the product, and their purchase intention. TA was assessed using a standardized scale. The results showed no significant main effects of language or TA, nor any interaction effects. However, product type significantly influenced consumer responses, with toothpaste and suntan lotion advertisements receiving more positive evaluationsItem Go Dutch or Go Home: The impact of Cultural Elements on Dutch Consumers’ Evaluations of Foreign Brand Ads.(2025-08-25)This study investigated localized versus standardized advertising for foreign brands in the Dutch market, focusing on how cultural adaptation influences consumer responses. Two hypotheses guided the research: aspirational products would benefit from standardized ads (H₁), while functional products would be more favorably evaluated with localized ads (H₂). A 2x2 factorial mixed design exposed 183 Dutch participants to ads varying in product type and strategy. Measures included ad attitude, product attitude, purchase intention, and perceived realism. Results revealed that functional products generally received more favorable evaluations than aspirational ones. Specifically, functional ads using localized strategies generated stronger positive ad attitudes compared to standardized ones. In contrast, aspirational products did not gain advantages from standardization. These findings highlight that cultural localization can strengthen consumer responses for functional products in the Netherlands, suggesting that a uniform global advertising approach may be ineffective in this market.Item When Culture Meets CSR Communication: The Interaction of Culturally Framed CSR Messages and Individual-Level Intercultural Sensitivity Scores on Employees’ Affective Organisational Commitment.(2025-08-31)This thesis investigated how culturally framed corporate social responsibility (CSR) messages influence employees' affective organisational commitment (AOC) and whether this relationship is moderated by intercultural sensitivity (IS) scores on an individual level. The study applied a 2x2 experimental design in which employees were exposed to either an individualistic or collectivistic CSR message and subsequently assessed on their AOC and IS levels. While no significant main or interaction effects were found, the study highlights the importance of organisational context, message design, and individual cultural traits in shaping employees' responses to CSR communication from their organisations. These findings contribute to the literature by experimentally testing the underexplored concept of interculturally integrated CSR communication.Item Effects of Phonetic Name Anglicization by L2 English Speakers on Evaluative and Persuasive Outcomes.(2025-08-21)A person’s name pronunciation carries implications about the name’s owner and affects how others see him or her. This name pronunciation effect (NPE) is characteristic of non-native English speakers using English as a lingua franca, who often anglicize their names to avoid bias and appearing foreign. The present study investigated phonetic name anglicization, hypothesizing it would improve evaluation and persuasion outcomes, especially when name pronunciation was congruent with other message elements. In an online experiment, 162 participants listened to two speakers using anglicized or indigenous name pronunciations to promote global or local causes. Participants’ donate intentions, assessments of the speaker, message persuasiveness, perceived authenticity, and perceived linguistic accommodation were measured. The hypothesized NPE outcomes were non-significant. However, indigenously-pronounced names were perceived as significantly more difficult and speakers evaluation ratings yielded mixed results, suggesting the NPE may be overshadowed by the speaker’s name and accent, which holds theoretical and practical implications.Item Between Digital Lifelines and Structural Barriers: Filipina Migrants’ Social Networks and Socioeconomic Integration in the Netherlands.(2025-08-27)This study examines how Filipina migrants in the Netherlands, across varying legal statuses and digital literacy levels, navigate digital tools and social media platforms to access employment opportunities. The research applies an intersectional framework grounded in digital inequality, legal precarity, and gendered labor, drawn from 20 semi-structured interviews with migrant women and institutional representatives. Thematic analysis reveals that while platforms like Facebook and WhatsApp play a central role in job searching and informal economic participation, unfamiliarity with institutional digital literacy programs, language barriers, and structural conditions (i.e., Dutch Linking Act) that reinforce legal and information precarity hinder access to formal services. Institutional digital literacy programs do not align with the lived realities of migrant women. The study finds that both digital resilience tactics and information precarity shape these women’s experiences. It concludes by highlighting the need for culturally responsive, legally inclusive digital literacy programs that address migrants’ specific socioeconomic challenges in highly digitalized societies like the Netherlands.
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