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.

Le vieillissement amoindri de façon régulière les capacités physiques, sensorielles et parfois cognitives des individus. Le vieillissement du corps transforme également l'image offerte à autrui et à soi-même. La perception que la personne âgée a alors d'elle-même est une question qui n'est pas sans conséquence. La perception réaliste de ses capacités physiques semble nécessaire dans la réalisation d'actes moteurs alors que la perception optimiste de soi et de l'environnement semble nécessaire au maintien du moral. Notre objectif est d'étudier de façon relativement globale la perception de soi chez la personne âgée. Pour cela, nous étudions les perceptions qu'ont les personnes âgées a de leurs propres capacités dans la réalisation d'actes moteurs (posturabilité sur pente, enjambement d'obstacle), la perception qu'elles ont d'elles-mêmes par la réalisation de questionnaires d'auto-évaluation, en particulier la perception qu'elles ont de leur âge. Nous examinons également les perceptions qu'elles ont d'autrui, en particulier celles qu'elles ont d'autres personnes âgées. L'objectif est d'étudier les impacts positifs et négatifs sur leur santé des perceptions correctes ou erronées des séniors. Nos deux premières études ont mis en évidence l'existence d'un biais de surestimation de capacités posturales chez les participants âgés, qui pourrait être en lien avec une vision positive d'eux-mêmes. Ensuite nos recherches de sont intéressées à l'existence de cette surestimation des capacités motrices chez les personnes âgées présentant une détérioration cognitive (Maladie d'Alzheimer à un stade débutant). Dans une seconde partie, nos recherches se sont tournées vers l'estimation que les personnes âgées ont d'elles mêmes, en étudiant en particulier l'auto-estimation et l'hétéro-estimation de l'âge. Nos études ont montré que les personnes âgées adoptaient en général une vision optimiste d'elles-mêmes et de leurs capacités motrices ne correspondant pas à la réalité. Cette vision optimiste, bien que permettant de maintenir un bon moral peut être liée à la mise en danger sur le plan moteur.

Le travail présenté dans cette thèse porte sur le rôle du cortex prémoteur dorsal (PMd) au sujet de la prise de décision (sélection d’une action parmis nombreux choix) et l'orientation visuelle des mouvements du bras. L’ouvrage décrit des expériences électrophysiologiques chez le singe éveillé (Macaca mulatta) permettant d’adresser une fraction importante des prédictions proposées par l'hypothèse des affordances concurrentes (Cisek, 2006; Cisek, 2007a). Cette hypothèse suggère que le choix de toute action est l’issue d'une concurrence entre les représentations internes des exigences et des atouts de chacune des options présentées (affordances; Gibson, 1979). Un intérêt particulier est donné au traitement de l'information spatiale et la valeur des options (expected value, EV) dans la prise de décisions. La première étude (article 1) explore la façon dont PMd reflète ces deux paramètres dans la période délai ainsi que de leur intéraction. La deuxième étude (article 2) explore le mécanisme de décision de façon plus détaillée et étend les résultats au cortex prémoteur ventral (PMv). Cette étude porte également sur la représentation spatiale et l’EV dans une perspective d'apprentissage. Dans un environnement nouveau les paramètres spatiaux des actions semblent être présents en tout temps dans PMd, malgré que la représentation de l’EV apparaît uniquement lorsque les animaux commencent à prendre des décisions éclairées au sujet de la valeur des options disponibles. La troisième étude (article 3) explore la façon dont PMd est impliqué aux “changements d'esprit“ dans un procès de décision. Cette étude décrit comment la sélection d’une action est mise à jour à la suite d'une instruction de mouvement (GO signal). I II Les résultats principaux des études sont reproduits par un modèle computationnel (Cisek, 2006) suggérant que la prise de décision entre plusieurs actions alternatives peux se faire par voie d’un mécanisme de concurrence (biased competition) qui aurait lieu dans la même région qui spécifie les actions. / This thesis examines the role of the dorsal premotor cortex (PMd) in the process of decision making (action selection) and visual guidance of arm movements. The work describes electrophysiological experiments conducted in awake monkeys (Macaca mulatta) and tests a number of important predictions suggested by the affordance competition hypothesis (Cisek, 2006; Cisek, 2007a). This hypothesis suggests that decisions can be viewed as the result of a competition between internal representations of conflicting demands and opportunities for actions or affordances (Gibson, 1979). Specific interest is given to the interaction between spatial information and expected value (EV) in a proposed affordance competition mechanism for action selection. The first study presented (article 1) explores how EV is represented during the delay period in PMd. This study also describes how this area reflects the spatial metrics of the options and examines the interaction between value and spatial information. The second study (article 2) explores the mechanism of action selection in more detail and extends the results to ventral premotor cortex (PMv). This study also addresses the nature of value and spatial representations from a learning perspective. In a novel environment the spatial metrics of the actions seem to be invariably present in PMd, meanwhile EV representations appear only once the animals make behaviorally informed decisions about the value of the available options. The third study (article 3) explores how PMd is involved in “changes of mind” in which action selection is updated following a movement instruction (GO signal). III IV The major findings in all these studies are reproduced by a computational model (Cisek, 2006) suggesting that decisions between actions can be made through a biased competition process that takes place in the same region that specifies the actions.

In Sweden, the subject of history has become more comprehensive and diverse in recent decades. Parallel to this development, a new media landscape has been established, both in society at large and in school. Today there is a wide variety of teaching materials available, such as documentaries, news media, digitalized source material, music, computer games, encyclopedias, popular scientific articles, etc. This raises questions about which types of media history teachers use to teach their subject. The aim of this study is to analyze how teachers approach and relate to the qualities and usability of different media for teaching and learning history in upper secondary school. Semi-structured interviews are used to obtain detailed accounts of how teachers view their media use. Methodologically, the study examines teaching materials in a practice-oriented research tradition, focusing on the perceptions and uses of various media. Media ecology and sociocultural theory serve as the theoretical basis of the study. In brief, these theoretical perspectives claim that media should not be seen as neutral and value-free channels for conveying information, because intermediary media can both form and affect the learning that comes through the use of a certain medium. The concept of affordance is used in order to highlight and analyze how teachers view the effects that various types of media might have on how students understand history. This study shows that history teaching in upper secondary school is conducted in a media-rich environment. Based on the categorizations used, the eleven teachers who participated in this study report that they use a total of eighteen different types of media, and this complements and nuances the image of history teaching as a textbook-driven activity. This study also shows diversity in the teachers’ media repertoires. To explain this variation and to show the considerations underlying teachers’ media use, the term mediation strategies is used. The use of this concept shows that teachers’ perceptions of the usability of various media depend on how they perceive the qualities of these various media, as well as how the teachers relate both to the subject of history and to the pupils. Based on previous research and the results of the present study, it is concluded that it is advisable to advocate an extensive and varied media use when teaching history. Furthermore, it is highlighted that there is a need for a thorough discussion regarding which types of media should be part of history teachers’ media repertoires and what kind of mediation competence history teachers require today.

Digitaliseringens framfart skapar problem för seniorer som har svårt att hänga med i den moderna teknikens utveckling. Samtidigt har Sveriges regering satt som mål att år 2025 ha digitaliserat hälsovården. I samband med trenden att använda sig av platt design i digitala plattformar försvåras seniorers situation ytterligare och kan ha en negativ effekt i hänseende att utöka den digitala klyftan. Tidigare forskning visar att den platta designens formspråk är svårare att förstå än den traditionella, skeumorfa design som tidigare använts, då platt design saknar affordanser. Detta examensarbete har haft för avsikt att undersöka huruvida platt design är svårare för seniorer att förstå jämfört med traditionell, skeumorf design, samt se hur designprincipen affordans skulle kunna avhjälpa problemet med förståelsen av platt design. Examensarbetet har vägletts av frågeställningen: Hur påverkas seniorers förståelse av platt design i jämförelse med traditionell design i kontexten av webbplatser och vilken betydelse har affordans för att stödja deras förståelse? För att besvara frågeställningen har en kvantitativ enkätundersökning samt en kvalitativ observationsstudie utförts i syfte att utreda frågeställningens variabler utifrån tidigare teorier. Resultatet visar att affordans inte tycks ha någon betydelse för hur seniorer förstår ett designgränssnitt. Däremot syns indikationer för att designprinciper som visuella ledtrådar, eller signifiers, är av stor vikt att ta hänsyn till vid framtagande av design för en senior målgrupp. / The vast progress of digitization creates problems for the seniors who find it hard to keep up with modern technology development. At the same time, the Swedish government has set itself the goal of digitizing health care by 2025. In connection with the trend of using flat design in digital platforms, the situation of seniors is further complicated and may have a negative effect in expanding the digital divide. Previous research shows that the style of the flat design is more difficult to understand than the traditional, skeuomorphic design previously used, as flat design lacks affordances. The aim of this thesis has been to investigate whether flat design is more difficult for seniors to understand than traditional skeuomorphic design, as well as how the design principle affordance could solve the problem of understanding flat design. The thesis has been guided by the question: How are seniors' understanding of flat design compared to traditional design in the context of websites and what significance does affordance have to support their understanding? To answer the question, a quantitative questionnaire survey and a qualitative observation study have been conducted to investigate the variables of the question based on previous theories. The result shows that affordance does not seem to affect how seniors understand a design interface. On the other hand, indications suggest that design principles such as visual clues, or signifiers, are important to consider when designing for a senior audience design.

Across many domains, systems suppliers are challenged by the complexity of their systems and the speed at which their systems must be changed in order to meet the needs of customers or the societies which the systems support. Stakeholder needs are ever more complex: appearing, disappearing, changing and interacting faster than solutions able to address them can be instantiated. Similarly, the systems themselves continually change as a result of both external and internal influences, such as damage, changing environment, upgrades, reconfiguration, replacement, etc. In the event of situations unforeseen at design time, personnel (for example maintainers or operators) close to the point of employment may have to modify systems in response to the evolving situation, and to do this in a timely manner so that the system and/or System-of-Systems (SoS: a set of systems that have to interoperate) can achieve their aims. This research was motivated by the problem of designing-in re-configurability to the constituent systems of a SoS to enable the SoS and its systems to effectively and efficiently counter the effects of unforeseen events that adversely affect fitness-for purpose whilst operational. This research shows that a SoS does not achieve or maintain fitness-for-purpose because it cannot implement the correct, timely and complete transfer of Material, Energy and Information (MEI) between its constituents and with its external environment that is necessary to achieve a desired outcome; i.e. the purpose.

Abstrakt I den här uppsatsen undersöks hur ett narrativ kan drivas inom digitala spel enbart med hjälp av spelmiljön. Syftet är att få förståelse för vad miljöberättande behärskar som en självständig form av berättande och vad författarna kan göra för att uppnå detta mål. För att undersöka problemområdet genomfördes en spelproduktion där metoder framtagna under undersökningens gång applicerades. Produktionen testades av utomstående studenter i medieteknik och resultaten sammanställdes med reflektioner kring vad som uppnåtts och de metoder som applicerats. Undersökningen beskriver arbetsprocessen och metoder och visar hur dessa kan driva ett narrativ med en spelmiljö. Abstract In this thesis examines how to drive a narrative in digital games using only the game environment. The purpose is to gain an understanding of what environmental storytelling is capable of as an independent form of narrative and what the authors can do to achieve this goal. To study the problem area, a game production was conducted in which methods developed during the study was applied. The production was tested by other students in media technology and the results that came up were compiled with reflections on what was achieved and the applied methods. The study describes the work process, methods and shows how these can be used to drive a narrative with a game environment. / Detta är en reflektionsdel till en digital medieproduktion.

Mobile technology is developing quickly and becomming a part of daily life and communication. Bluetooth Low Energy is presented as a new way of mobile interaction. However there are not enough studies in this field on the interaction between mobile devices and the physical world. In order to understand user needs, and to encourage users to interact, we simulated an interaction process through designing and testing a prototype in a specific indoor environment. Prototype effectiveness and main characteristics for future mobile application was evaluated through a qualitative user study with 20 participants who interacted with our prototype. / Den mobila tekniken växer snabbt och blir en del av våra liv och vår kommunikation. BLE presenteras på ett nytt sätt inom mobilinteraktion. Det förekommer inte tillräckligt med studier inom området för interaktionen mellan mobila enheter och den fysiska världen. För att förstå användarbehov och få användare att interagera har vi simulerat en interaktiv process genom att designa och testa en prototyp i en specifik inomhusmiljö. Utvärdering av prototypens effektivitet och heuristiken har evaluerats genom en kvalitativ studie med 20 användare som har deltagit i interaktionen med vår prototyp.

This thesis articulates a novel interpretation of Heidegger’s explication of the being (Seins) of gear (Zeugs) in §15 of his masterwork Being and Time (1927/2006) and develops and applies the position attributed to Heidegger to explain three phenomena of unreflective action discussed in recent literature and articulate a partial Heideggerian ecological metaphysics. Since §15 of BT explicates the being of gear, Part 1 expounds Heidegger’s concept of the ‘being’ (Seins) of beings (Seienden) and two issues raised in the ‘preliminary methodological remark’ in §15 of BT regarding explicating being. §1.1 interprets the being (Sein) or synonymously constitution of being (Seinsverfassung) of a being (Seienden) as a regional essence: a property unifying a region (Region), district (Bezirk), or subject-area (Sachgebiet) – a highly general (‘regional’) class of entities. Although Heidegger posits two components of the being of a being, viz. material-content (Sachhaltigkeit, Sachgehalt) and mode-of-being (Seinsart) or way-of-being (Seinsweise, Weise des Seins, Weise zu sein) (1927/1975, 321), the unclarity of this distinction means that it does not figure prominently herein. §1.2 addresses Heidegger’s distinction between ontological and ontic investigations and his notion of ‘modes of access’ (Zugangsarten, Zugangsweisen). Part 2 expounds §15 of BT’s explication of the being of gear. §2.1 analyses Heidegger’s two necessary and sufficient conditions for being gear and three core basic concepts (Grundbegriffe) enabling comprehension of these conditions and therewith a foundational comprehension of gear. Heidegger explicates the being of gear through content of unreflectively purposeful, non-intersubjective intentional states. I term such states ‘mundane concern’, which is almost synonymous with Hubert Dreyfus’s term ‘absorbed coping’ (1991, 69). Heidegger’s explication highlights around-for references (Um-zu-Verweisungen) as the peculiar species of property figuring in mundanely concernful intentional content. §2.2 clarifies Heidegger’s position on the relationship between to-hand-ness (Zuhandenheit) and extantness (Vorhandenheit) in the narrow sense: two of Heidegger’s most widely discussed concepts. I reject Kris McDaniel’s recent reading of Heidegger as affirming that nothing could be both to-hand and extant simultaneously (McDaniel 2012). Part 3 develops and applies Heidegger’s phenomenology of mundane concern. §3.1 explains the phenomena of situational holism, situated normativity, and mundanely concernful prospective control. §3.2 undertakes the metaphysical accommodation of around-for references, which §3.1 posited as featuring prominently within mundanely concernful intentional content. This thesis thus contributes not only to Heidegger scholarship, but also to contemporary debates within the philosophy of action and cognitive science.

This thesis revolves around social dance movements in the form of raving and clubbing in Berlin, and how this performative scene is affected by social distancing measures due to the current situation of Covid-19. As an important moment in history, online body performances and virtual spaces aim to complement and substitute social experiences in physical environments. The field of study relating digital technology to club cultures is timely, as virtual raving is changing social bodies’ interactions. Life has gone online for the sake of upholding socialization, as people find themselves in isolation – in a hybrid experience of the digital and material. To assess these changes in social life, this thesis uses an auto ethnographical case study on virtual raving and interviews with rave participants, and deploys Affordance Theory. The affordances accounted for are those of ‘settings’, ‘socialization’, ‘entertainment’, and ‘mobility’. The analysis demonstrates the possibilities and problems of transferring the meditative and social bodily experiences associated with raving, to virtual environments. The resulting discussion addresses issues of global accessibility, virtual raves, and what these mean for a techno raving sub culture, and the people who participate in it.