本研究主要探討消費者想像視角與訊息相適配之說服效果。心像是指感官資訊在短期記憶中運作的心理歷程，在說服文獻中扮演著重要的角色。由過去文獻可知，個體在進行想像時，可以採取兩種不同的想像觀點，一個是行動者觀點，另一個是旁觀者觀點。兩種不同視覺觀點會提供不同的心像資訊，進而影響個體對所想像事件或行動的解讀。旁觀者觀點強調行為的個人意義及個性上的展現，而行動者觀點則強調情境所賦予的感覺及所喚起的情緒。視覺觀點在社會心理學中已有廣泛的研究，但尚未應用到行銷說服領域中。本研究藉由整合心像、視覺觀點、及體現模擬的相關文獻，提出一個觀念性的研究架構，試圖說明當消費對採用不同的視覺觀點時，是如何影響其對廣告訴求的偏好，且是藉由何種心理機制來中介視覺觀點與廣告訴求相一致的說服效果。 針對上述的研究目的，本論文設計三個研究來驗證視覺觀點與廣告訴求適配的說服效果。研究一主要是驗證，若消費者採用行動者觀點來想像，則偏好體驗型產品，相反的，若消費者採用旁觀者觀點來想像，則偏好象徵型產品。研究二主要驗證，若消費者採用行動者觀點來想像，則廠商的溝通策略應強調產品屬性的體驗性利益，相反的，若消費者採用旁觀者觀點來想像，當廠商的溝通策略應強調產品屬性的象徵性利益。研究三是植基體現模擬中預設用途的概念，主要探討的是，如何在廣告圖片中安排預設用途線索，進而可以激發不同的視覺觀點。特別的是，當廣告圖片中有互動的預設線索時，則可以激發出旁觀者觀點，此時應強調象徵型訴求，相反的，當廣告圖片中沒有互動的預設線索時，則可以激發出行動者觀點，此時應強調體驗型訴求。且由三個研究結果可知，視覺觀點與廣告訴求相適配所產生的較佳產品態度，是由體現模擬所中介的。 / The purpose of this research is to understand the persuasive impact of the fit between the visual perspectives and the advertising appeals. Mental imagery, the process by which sensory information is represented in working memory, plays a critical role in persuasion. From a review of the literature, we realize that events can be imagined through the first-person perspective or the third-person perspective. The adoption of the specific vantage point can determine the inference people make about an imagined situation. In particular, the third-person perspective results in a greater dispositional inference, and highlights the broader meaning of the imagined situation, whereas the first-person perspective discloses more information about the inner, affective components of the imagined situation. Visual perspectives have been studied extensively in social psychology, but its implication is rarely applied to consumer behavior. This study adopts three experiments to examine the persuasive impact of fit between the consumers’ visual perspectives and advertising appeals. Study One suggests that when consumers adopt the first-person visual perspective, compared to a symbolic product, consumers would prefer the experiential product; on the other hand, when consumers adopt a third-person visual perspective, compared to an experiential product, consumers would select the symbolic product. Study Two proposes that when consumers adopt the first-person visual perspective, manufacturers should emphasize a product’s symbolic benefits. On the contrary, when consumers adopt a third-person visual perspective, manufacturers should stress a product’s experiential benefits. Study Three demonstrates that affordance cues would prime different visual perspectives, and when the visual perspective and advertising appeals fit mutually, it will have a strong persuasive effect. In particular, when there is an affordance cue in an advertisement, it will encourage consumers to adopt the third-person visual perspective, and then prefer symbolic appeals. On the contrary, when an advertisement does not have any affordance cues, it will stimulate consumers to embrace the first-person visual perspective, and then prefer experiential appeals. All three studies demonstrate that when there is a fit between the visual perspectives and the advertising appeals, consumers will generate a fluent embodied simulation, which would lead them to have a positive product attitude and purchase intention. The results of these three studies not only enrich the literature of visual imagery and marketing communication but also provide useful advice to manufacturers, especially on how to create the fit between product positioning and advertising, in order to promote the the positive product attitude and purchase intention of customers.

Submitted by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-07-19T15:54:57Z No. of bitstreams: 1 arquivototal.pdf: 4833847 bytes, checksum: c5b249254b5217e6dc5089861dca6aaf (MD5) / Made available in DSpace on 2016-07-19T15:54:57Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 4833847 bytes, checksum: c5b249254b5217e6dc5089861dca6aaf (MD5) Previous issue date: 2016-02-29 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This research aimed to investigate the role of mental imagery on teaching and vocal placement domain in lyrical singers. Our first methodological approach consisted in bibliographic research, through which we could observe the importance the resource of mental imagery occupies in human activities as whole, being increasingly scientifically approached in several areas of knowledge; we noted, likewise, the way the issue of vocal placement has been approached in methods, treaties, books and articles since 18th century to nowadays. Afterwards, we used another method, the field research as semi-structured interview, which was applied to seven lyrical singers in different stages of formation and practice, who professionally act such as singers and singing teachers. We aimed to understand the peculiar views of each interviewed about the use of the mental imagery on their activities as singers and teachers, focusing on vocal placement. We concluded that mental imagery are considered an important technical and didactic resource, widely disseminated and accepted among singers and singing teachers as regards vocal placement. We verified, likewise, that these activities are widely supported by the literature, where we can find many studies about the relationship between mental imagery and many aspects of classical singing. / Por meio desta pesquisa investigamos o papel das imagens mentais no ensino e domínio da colocação vocal por parte de cantores líricos. Nossa primeira abordagem metodológica consistiu na pesquisa bibliográfica, por meio da qual pudemos constatar a importância que o recurso de imagens mentais ocupa nas atividades humanas como um todo, sendo cada vez mais abordado cientificamente em várias áreas do conhecimento; constatamos, ainda, a maneira pela qual a questão da colocação vocal foi e vem sendo tratada em métodos, tratados, livros e artigos desde o século XVIII até nossos dias. A seguir empregamos outro método, a pesquisa de campo na forma de entrevista semiestruturada, a qual foi aplicada a sete cantores líricos em diferentes estágios de formação e atuação, que atuam profissionalmente tanto como cantores quanto professores de canto. Buscamos compreender as visões particulares de cada entrevistado acerca da utilização de imagens mentais em suas práticas como cantores e professores, com particular foco na questão da colocação vocal. Concluímos que as imagens mentais constituem um recurso técnico-didático de grande importância, sendo amplamente disseminado e aceito entre cantores e professores de canto, que o utilizam cotidianamente mesmo nos casos em que não o conhecem por este nome, aplicando-o como auxiliar na construção não só da interpretação, mas também da construção técnica, particularmente no que se refere à colocação vocal. Verificamos, ainda, que tal prática é amplamente amparada pela literatura, na qual já podemos encontrar um considerável volume de escritos sobre as relações entre imagens mentais e diversos aspectos do canto lírico.

O debate da imagética mental consiste de uma controvérsia iniciada nos anos 1970 a respeito da forma das representações mentais, e foi travada principalmente entre Stephen Kosslyn, que propunha uma forma imagética, e Zenon Pylyshyn, que propunha um formato simbólico-estrutural, além de apontar falhas conceituais na teoria da afiguração implícita no modelo pictorialista. Nesta dissertação, apresenta-se um balanço filosófico deste debate, levando em conta também críticas adicionais de Daniel Dennett aos pressupostos da abordagem pictorialista. / The mental imagery debate is a controversy that began in the 1970s concerning the form of mental representation, and was carried out mainly by Stephen Kosslyn, who defended a picture-like representation, and Zenon Pylyshyn, who proposed a symbolic-structural format. The latter also pointed out conceptual problems of the pictorialist model. This thesis presents a philosophical discussion of the debate, also taking into account additional criticisms by Daniel Dennett to the presuppositions of the pictorialist approach.

L'imagerie mentale visuelle est généralement accompagnée de mouvements spontanés des yeux qui ne sont pas arbitraires mais reflètent le contenu spatial de cette imagerie. Ce travail de thèse avait pour principal objectif l'utilisation de l'enregistrement des mouvements oculaires afin d'étudier les représentations mentales chez les sujets sains et les sujets atteints de lésions cérébrales et ainsi d'en explorer les mécanismes, la dynamique, les référentiels et les substrats neuronaux. Nous avons enregistré les mouvements des yeux pendant le rappel des villes de France à partir de la mémoire à long terme, soit en ayant recours à l'imagerie mentale de la carte de France, soit avec un accès sémantique (tâche de fluence verbale). Ce paradigme a été réalisé dans 3 situations différentes : chez les sujets sains avec le regard libre, chez les sujets sains avec le regard fixé et chez les sujets atteints de négligence spatiale unilatérale et/ou hémianopsie latérale homonyme (HLH) avec le regard libre. En utilisant la corrélation bi-dimensionelle (BDR) entre les positions oculaires et les positions GPS des villes évoquées par le sujet, nous avons pu réaliser dans ces trois situations une analyse individuelle. Chez les sujets sains en regard libre, nous avons démontré que l'imagerie mentale se construit de façon séquentielle, et fragmentée, et que la corrélation significative est une signature individuelle de l'utilisation de l'imagerie visuelle. Chez les sujets sains avec le regard fixe, nous avons mis en évidence l'existence de microsaccades qui reflètent toujours le contenu spatial de l'imagerie mentale pour la plupart des individus. Chez les négligents, la représentation mentale de la carte de France était perturbée aussi bien dans le référentiel allocentrique (absence de cohérence spatiale pour les villes de la moitié gauche) que dans le référentiel égocentrique (carte mentale décalée du côté ipsilésionnel). Chez les patients avec HLH, la représentation mentale était décalée du côté contra-lésionnel, mais était spatialement cohérente dans le référentiel allocentrique. Cette nouvelle approche méthodologique et statistique a permis de discuter les différentes interprétations théoriques de la littérature concernant les liens entre mouvements des yeux et imagerie mentale, et d'étudier les troubles de représentation spatiale faisant suite à la lésion du cortex visuel primaire et du réseau pariéto-frontal droit, substrats respectifs du tampon visuel et de la fenêtre attentionnelle / analyse des relations spatiales dans le modèle d'imagerie de Kosslyn / Visual mental imagery is usually accompanied by spontaneous eye movements that are not random but reflect the spatial content of the imagery. The main objective of this thesis was to use eye movements recording in order to explore the mechanisms, the dynamics, the reference frames and the neural processes of spatial representations in healthy subjects and brain damaged patients.We recorded eye movements during the verbal recall of french cities from long-term memory, either through mental imagery of the map of France, or through a semantic access (verbal fluency task). This paradigm was carried out in three different situations: In healthy subjects with free gaze, in healthy subjects with fixed gaze and in patients with unilateral spatial neglect and / or homonymous hemianopia with free gaze. Using bi-dimensional regression (BDR) between ocular positions when cities were evoked and GPS positions of these cities, we could provide an individual analysis in each of these three situations.In healthy subjects with free gaze, we demonstrated that mental imagery is built sequentially and fragmented, and that significant correlation is a signature, at an individual level, of the use of visual imagery. In healthy subjects with central gaze fixation, we have demonstrated that the remaining microsaccades still reflect the spatial content of the imagery in most individuals. In patients with hemineglect, the mental representation of the map of France was disturbed both in the allocentric reference frame (lack of spatial coherence for cities of the left side) and in the egocentric reference frame (mental map shifted ipsilesionally). In subjects with hemianopia, the mental image was shifted contralesionally but was spatially coherent in the allocentric frame.These results are discussed in the light of the different theories on eye movements and mental imagery found in the literature and in particular with respect to the Kosslyn model of imagery in which the primary visual cortex (damaged in hemianopia) corresponds to the substratum of the visual buffer and the right parieto-frontal network to the substratum of the the attentional window and the spatial properties processing system

L’agrément d’un vin dépend du jugement de ses qualités organoleptiques par un jury de professionnels. Les performances olfactives et gustatives nécessaires des dégustateurs y jouent un rôle déterminant. Pourtant jusqu’ici, ces aptitudes sensorielles fondamentales n'étaient pas directement prises en compte par les professionnels. Même si l’on peut donner une définition de l'expert, en préciser les capacités nécessaires, de multiples études ont mis en relief l’hétérogénéité des appréciations individuelles de dégustation et le manque de consensus forts. La littérature illustre les différences d’expertises entre professionnels et novices, mais aucune étude ne s’intéresse à l’amplitude des différences sensorielles interindividuelles chez les experts.Nos recherches nous ont conduit à caractériser les capacités olfactives de la population des professionnels du vin et à mesurer leur influence sur l’appréciation d’un vin. Nos mesures ont montré la variété interindividuelle des capacités perceptives, des appréciations hédoniques et des capacités cognitives recrutées par le traitement de l’information olfactive chez les professionnels du vin. Nos expériences ont suggéré que ces différences interindividuelles, relatives notamment à la sensibilité et l’appréciation hédonique, influencent la perception et le jugement d’un même vin par les experts. Cependant les résultats confirment aussi la possible influence de la dimension cognitive liée au vécu du sujet sur la perception olfactive plus ou moins complexe et l’apprentissage olfactif. Finalement, ce travail permet de déterminer des besoins en formation. Nous proposons en conséquence des outils pratiques d’évaluation des capacités sensorielles et des pédagogies d’entraînement adaptées. C'est l'occasion de souligner la pertinence de certains facteurs cognitifs dans l’amélioration des performances olfactives, tels que ceux impliquant l’attention ou l'imagerie mentale olfactives. / The quality of a wine is measured primarily by experts who evaluate its organoleptic features. Their olfactory and gustatory capacities are decisive, but these experts do not appreciate their own sensory abilities. Moreover, although we can give a clear definition of the expertise, several studies have shown that professionals are often confronted with disparities in their wine assessment. Several studies have also shown the differences between experts and novices, but no attention was paid to the diversity of the chemosensory abilities of the experts.At the Oenology Faculty in Bordeaux, with voluntary participation of the professionals, we characterized the olfactory performances of wine professionals and measured their impact on the wine assessment.The results showed significant inter-individual variation in olfactory sensitivities, hedonic ratings and cognitive abilities among the wine professionals. Further, our experiments have suggested that these inter-individual differences, especially concerning the sensitivity and the hedonic appreciation, influence perceptions and judgments of a same wine by the experts. However, the results confirm the possible influence of the cognitive dimensions related to the experience of the subject on their perception and their olfactory training. Finally, this work identifies training needs. We therefore propose and test practical tools for assessment of sensory performances and appropriate sensorial training. This has been an opportunity to highlight the potential role of attention or olfactory mental imagery in the improvement of the olfactory performance.

This study aims to investigate how the choice of media form, i.e. printed format, audiobook or reading and audio combined, affect the ability of ESL students to achieve comprehension, and how different ways of asking questions can affect their comprehension ability. Lastly, the study aims to investigate the relationship between comprehension and students’ proficiency levels in their L2. To answer this question, 155 students were recruited and divided into three groups and assigned one type of media form. The quantitative data was collected through an online comprehension test and analysed. The results showed a significant difference between the media forms and revealed that printed reading was superior. However, a printed and audio combination was the most time efficient way for students to achieve comprehension, which indicates that the inclusion of audio does not impede student learning. Previous research in the same field shows that the results are inconclusive, but shares one common conclusion, that students enjoy the audio format. As a result, the educational system should make every effort to media choices for students to choose their preferred media, and more research in the field needs to be done, as students enjoyment leads to increased learning.

[pt] A presente dissertação tem como objetivo explorar a conexão entre memórias autobiográficas (MA) e imagética mental (IM) através de uma revisão sistemática e um estudo empírico. A presente revisão investiga o papel da AM e MI como procedimentos de indução de humor (PIH). Os resultados em geral sugerem que uma variedade de pistas tem sido usada para evocar MA ou IM. Verificou-se também que poucos estudos relataram resultados estatísticos sobre a eficácia dos métodos, controle dos efeitos de demanda ou empregaram medidas fisiológicas da emoção. Recomenda-se um trabalho adicional para investigar as implicações dessas questões metodológicas. O estudo empírico explorou os efeitos das tarefas IM (positivo ou neutro) sobre a MA de adultos jovens saudáveis. Na Sessão 1, os participantes se lembraram de um evento triste. Dependendo do grupo, eles deveriam imaginar um cenário alternativo positivo ou neutro para a memória. Duas semanas mais tarde, na Sessão 2, eles tiveram que completar a mesma tarefa de memória. Os resultados indicam que os PIHs foram eficazes, com aumentos no humor negativo após a MA triste e melhorias no humor em ambos os grupos após IM, independentemente do seu conteúdo emocional. Isso sugere que as IMs podem ser usadas como uma estratégia eficaz de regulação emocional para o material autobiográfico negativo, e que o conteúdo emocional das imagens pode não ter um impacto crucial nesse processo, porém são necessários mais estudos para realizar esta avaliação, explorar diferentes tipos de memória emocional e estender esse paradigma para populações clínicas. / [en] The current dissertation aims to explore the connection between autobiographical memories (AM) and mental imagery (MI) through a systematic review and an empirical study. The present review investigates the role of AM and MI as mood induction procedures (MIP). Results broadly suggest that a variety of cues to elicit AM or MI has been used. It was also found that few studies reported statistical results about the methods efficacy, control for demand effects, or employed physiological measures of emotion. Further work investigating the implications of these methodological issues is recommended. The empirical study explored the effects of MI tasks (positive or neutral) on AM of healthy young adults. In Session 1, participants remembered a sad life event. Depending on their group, they should imagine either a positive or a neutral alternative scenario to the memory. Two weeks later, in Session 2, they had to complete the same memory task. Results indicate that MIPs were effective, with increases in negative mood after the sad AM and improvements in mood in both groups after imagery regardless of its emotional content. Memory report revealed that groups had a similar profile of memory intrusion. This suggests that mental imagery may be used as an effective emotional regulation strategy for negative autobiographical material, and that the emotional content of imagery may not have a crucial impact in this process. Further studies are needed to evaluate the use of imagery as emotional regulation, explore different types of emotional memory and extend this paradigm to clinical populations.

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Recurrent and intrusive distressing recollections of trauma are a hallmark symptom of Posttraumatic Stress Disorder (PTSD). The term ‘flashback’ is used in this thesis to refer to vivid, sensory perceptual (predominantly visual images), emotional memories from a traumatic event that intrude involuntarily into consciousness. Furthermore, intrusive image based memories occur in a number of other psychological disorders, for example, bipolar disorder and depression. Clinically, the presence and occurrence of flashbacks and flashback type memories are well documented. However, in terms of the neural underpinnings there is limited understanding of how such flashback memories are formed or later involuntarily recalled. An experimental psychopathology approach is taken whereby flashbacks are viewed on a continuum with other involuntary autobiographical memories and are studied using analogue emotional events in the laboratory. An initial review develops a heuristic clinical neuroscience framework for understanding flashback memories. It is proposed that flashbacks consistent of five component parts – mental imagery, autobiographical memory, involuntary recall, attention hijacking and negative emotion. Combining knowledge of the component parts helped provide a guiding framework, at both a neural and behavioural level, into how flashback memories may be formed and how they return to mind unbidden. Four studies (1 neuroimaging, 3 behavioural) using emotional film paradigms were conducted. In the first study, the trauma film paradigm was combined with neuroimaging (n = 35) to investigate the neural basis of both the encoding and the involuntary recall of flashback memories. Results provided a first replication of a specific pattern of brain activation at the encoding of memories that later returned as flashbacks. This included elevation in the rostral anterior cingulate cortex, insula, thalamus, ventral occipital cortex and left inferior frontal gyrus (during just the encoding of scenes that returned as flashbacks) alongside suppressed activation in the left inferior frontal gyrus (during the encoding of scenes that returned as flashbacks in other participants, but not that individual). Critically, this is also the first study to show the brain activation at the moment of flashback involuntary recall in the scanner. Activation in the middle and superior frontal gyri and the left inferior frontal gyrus was found to be associated with flashback involuntary recall. In the second study, control conditions from 16 behavioural trauma film paradigm experiments were combined (n = 458) to investigate commonly studied factors that may be protective against flashback development. Results indicated that low emotional response to the traumatic film footage was associated with an absence of flashbacks over the following week. The third study used a positive film to consider the emotional valence of the emotion component of the framework. Positive emotional response at the time of viewing the footage was associated with positive involuntary memories over the following week. The fourth study aimed to replicate and extend this finding, comparing the impact of engaging in two cognitive tasks after film viewing (equated for general load). Predictions were not supported and methodological considerations are discussed. Results may have implications for understanding flashbacks and involuntary autobiographical memories occurring in everyday life and across psychological disorders. Further understanding of the proposed components of the clinical neuroscience framework may even help inform targeted treatments to prevent, or lessen, the formation and frequency of distressing involuntary memories.