Doctor of Philosophy / Department of Psychology / Gary Brase / Consumers’ choice behaviors are influenced by multifaceted decision factors. Information processing theory (Bettman, 1979) predicts that consumers’ decision processes are constructed at the time of a decision, and consumers’ meta-goals model (Bettman, Luce, & Payne, 1998) posits that their choice behaviors are generally guided by the minimization of cognitive effort and negative emotion, and the maximization of accuracy and justification. Insightful as this model may be at describing how consumers’ choices are shaped, it does not specify the interactions among the goals, assess the benefits of cognitive effort, or fairly evaluates the importance of emotion and justification in consumer decision making. Thus, the current studies collectively propose an alternative meta-goals choice model. Particularly, the current studies speculate on the importance of regret in consumer decision making. Consistent with previous research, Study 1 shows that participants trade-off between cognitive effort and accuracy goals depending on the monetary value of the products at hand, suggesting that the cognitive effort-accuracy trade-off may be moderated by price. Study 2 investigated the impact of cognitive effort on the experience of regret, showing the effectiveness of cognitive effort in attenuating the experienced regret. This relationship is explored with respect to the role of cognitive effort as a means of the justification factor in Study 3. Results showed that unjustified (wasted) cognitive effort did not make a substantial difference in post-purchase regret, but under spent cognitive effort generated more post-purchase regret. Study 4 examined both anticipated and experienced regret in relation to cognitive effort and justification; results showed that an exertion of cognitive effort is helpful in reducing the experience of regret but the justification of the choice also affects this relationship especially when the choice during the decision search is incongruent with the final decision. These results from current studies suggest interrelations between consumers’ four meta-goals. Based on these findings, an alternative meta-goals model is proposed which includes the benefits of cognitive effort exertion on consumer decision making, shedding light on how and when consumers choose to exert effort in an attempt to alleviate the potential future experience of regret.

Doctor of Philosophy / Department of Psychological Sciences / Gary L. Brase / Risky decision making occurs in both humans and non-human animals. For a large portion of the history of scientific investigation into human judgment and decision making, risky behavior has been viewed as flawed and irrational. However, the past several decades have seen advances in the view of human rationality. Scientists have suggested that, rather than using probability theory as the metric by which humans are judged as rational or irrational, human minds should be evaluated with respect to specific ecologies (e.g., Gigerenzer & Selten, 2001) with some scientists going further and specifying the ecologies as those which our ancestors evolved; essentially, our minds and their decision processes are adapted to solve specific recurring problems, and to solve those problems in specific environments. Within the domain of risky decision making there are a number of theories and models which are consistent with the hypothesis that human (and non-human) minds are molded for specific behavioral patterns based on environmental cues. One example is the priority heuristic. The priority heuristic is based in the ecological rationality approach—that heuristics are designed for specific ecologies. However, the ecological rationality of the priority heuristic is underspecified. Studies One and Two of the present dissertation compared predictions made by two models of risk-taking from evolutionary biology and behavioral ecology (dominance theory and risk-sensitive foraging) with a variety of predictions made by the priority heuristic. Data clearly showed that risk-sensitive foraging outperforms the priority heuristic (Study One) and that the priority heuristic cannot account for the motivation to acquire a minimum number of resources. Study Two showed mixed results for the priority heuristic when compared to dominance theory. Specifically, choice patterns were consistent with the priority heuristic, but process data in the form of decision times were not consistent with the priority heuristic. Also, the data pointed to a strong effect for desiring higher status when competing against others of varying status. Study Three compared four potential models of risky decision making in an attempt to extend the pattern of results from Studies One and Two showing general risk-sensitivity when attempting to achieve a specified need level (Money for Study One; Status for Study Two). Also, Study Three attempted to clarify the scope of the pattern of general risk-sensitivity by examining differential patterns of results based on whether the models predicted motivations to achieve need levels for money, status, or both. Results from Study Three were consistent with a general model of risk-sensitivity which operated on both monetary need levels and status need levels. This effect was additionally ubiquitous for males and females, contrary to predictions by dominance theory. The data from three studies showed support for a general model of risk-sensitivity consistent with those proposed by others (Mishra, 2010). The concept and implications of this general risk-sensitivity model are discussed, as well as future directions to understand the finer details and potential scope of this particular general risk-sensitivity model.

Doctor of Philosophy / Department of Psychological Sciences / Gary L. Brase / Operational Sex Ratio (OSR: the ratio of reproductively viable males to females in a given population) has been theorized and studied as a construct that may influence behaviors. The encoding of sex ratio was examined in order to determine whether the cognitive process underlying it is automatic or effortful. Further, the current work examines whether OSR or Adult Sex Ratio (ASR: the ratio of adult males to females) is encoded. The current work involved four experiments; two using frequency tracking methodology and two using summary statistic methodology. Experiment 1 found a strong correlation between OSR of conditions and estimates of sex ratio. Participants in Experiment 1 were uninformed on the purpose of the experiment, thus the strong correlations between actual and estimated sex ratio suggest a level of automaticity. Experiment 2 found a strong correlation between the ASR of conditions and estimates, suggesting that individuals do not encode OSR over ASR. Experiments 3.a. and 3.b. demonstrated automaticity in estimates of sex ratio from briefly presented sets of faces, for two different durations: 1000ms and 330ms, the later of which is widely accepted as the length of a single eye fixation. Overall this work demonstrated a human ability to recall proportion of sexes from arrays of serially presented individuals (Experiments 1 and 2), and that ASR is encoded when participants are presented with conditions including older adults. This work found the encoding of sex ratio to be highly automatic, particularly stemming from the results of Experiments 3.a. and 3.b. Conclusions from this work help to verify previous research on sex ratio’s effect on mating strategies through evidence supporting the automatic nature of encoding sex ratio. Further, the current work is a foundation for future research regarding sex ratio, and leads to several proposals for future endeavors.

Master of Science / Department of Psychological Sciences / Richard J. Harris / The revised hierarchical model assumes a strong lexical link from L2 to L1 and a strong conceptual link from L1 to L2, with both links being contingent on L2 fluency. The bilingual memory literature has discussed the role of L2 fluency in bilingual lexical and semantic retrieval; however, little is known on how priming for a target language (L1 or L2) may affect lexical and semantic access or how it is affected by L2 proficiency. The present study utilized the revised hierarchical model to examine how language priming and intermediate levels of L2 fluency affects bilingual lexical and semantic retrieval in a yes/no image/word task. 181 participants read four paragraphs of discourse to prime for a specific target language (English or Spanish) and performed a modified picture-word interference task (MPWI), in which they had to determine if image/word pairs were congruent (matched) or incongruent (did not match). The main dependent variables were accuracy and RT on the MPWI task. Additional DVs were accuracy and RT on comprehension questions over the content of the priming discourse and question type (explicit, factual, and pragmatic). Across intermediate levels of L2 fluency, those more fluent performed faster and were more accurate on the MPWI task than those less fluent. No differences were observed when the image/word pairs were congruent for English or Spanish, yet there was a language difference when incongruent for Spanish. Readers had highest percent correct for explicit questions and lowest for pragmatic questions, took longer on factual than pragmatic question, and took longer to respond when priming discourse and questions were in Spanish than when in English. The results are interpreted and discussed in terms of the revised hierarchical model, in that fluency, at least at the intermediate level, affects processing time more than accuracy. Limitations of the study, future directions, and implications for L2 educators are also discussed.

Doctor of Philosophy / Environmental Design and Planning Program / Robert J. Condia / The unique contribution of Vision and the Experience of Built Environments is its specific investigation into the visual processing system of the mind in relationship with the features of awareness and embodiment during the experience of architecture. Each facet of this investigation reflects the essential ingredients of sensation (the visual system), perception (our awareness), and emotions (our embodiment) respectively as a process for aesthetically experiencing our built environments. In regards to our visual system, it is well established in neuroscience that human vision divides into the central and peripheral fields of view. Central vision extends from the point of gaze (where we are looking) out to about 5° of visual angle (the width of one’s fist at arm’s length), while peripheral vision is the vast remainder of the visual field. These visual fields project to the parvo and magno ganglion cells which process distinctly different types of information from the world around us and project that information to the ventral and dorsal visual streams respectively. Building on the dorsal/ventral stream dichotomy, we can further distinguish between focal processing of central vision and ambient processing of peripheral vision. Thus, our visual processing of, and attention to, objects and scenes depends on how and where these stimuli fall on the retina. Built environments are no exception to these dependencies, specifically in terms of how focal object perception and ambient spatial perception create intellectual and phenomenal experiences respectively with architecture. These two forms of visual processing limit and guide our perception of the built world around us and subsequently our projected and extended embodied interactions with it as manifested in the act of aesthetic experience. By bringing peripheral vision and central vision together in a balanced perspective we will more fully understand that our aesthetic relationship with our built environment is greatly dependent on the dichotomous visual mechanisms of awareness and embodiment.

Master of Landscape Architecture / Department of Landscape Architecture/Regional & Community Planning / Eric A. Bernard / Typical aspects of a zoo’s mission are conservation of wildlife and habitats. As part of conservation efforts zoos provide opportunities for visitors to learn about animals and their environments. Ultimately their goal is visitor understanding leading to conservation behavior. While documented zoo design methods such as landscape immersion, cultural resonance and interpretation elements provide opportunities to learn, current literature stops short of explaining how visitors learn. This research intends to bridge this gap through an innovative mixed methods approach under the hypothesis: if designers understand how visitors learn, their design approach will change to integrate learning and cognitive process theories, resulting in exhibit designs which engage visitor’s cognitive processes increasing learning, thereby increasing the potential for conservation behavior. A thorough literature review revealed cognitive psychology and learning theories vital to exhibit design. Cognitive processes are the mental processes visitors use to learn, think and act (Leonard, 2002). To design for visitor’s cognitive processes designers need to be concerned with visitor’s attention, perception, recall, understanding and memory (Koran, 1983). A personal design exercise testing novel approaches for incorporating cognitive processes into theoretical exhibits yielded potential new guidelines and typologies for exhibit design. To test these personal insights, integrated survey and participatory methods were envisioned to engage zoo design professionals. Professional zoo exhibit designers attended two workshops where they learned about cognitive processes and learning theories, discussed and sketched ideas for learning in zoos, and focused on how to integrate theories in design. The interactive charrette engaged zoo design professional’s cognitive processes to uncover new approaches and typologies for zoo exhibit design. Participants completed pre and post-surveys to measure design approach changes. Chan’s (Chan, 2001) five components of an individual’s design style are used as a framework for the survey questions. Results from the workshop suggest participants augmented their design approach by increasing the influence of cognitive processes in their design approach and concepts. Participants also showed an increased ability to create goals for learning and an increased ability to form constraints along with improvements in existing mental imagery. Additionally, participants demonstrated increases in their search pattern and order in typical design stages of research, site analysis and design development. From the workshop analysis of the surveys, discussions, and sketches, new design strategies emerged to guide the design of exhibits in engaging and facilitating visitor’s cognitive processes. A triangulation analysis methodology validated the design strategies creating 53 design guidelines for learning by comparing design strategies in the workshop, personal charrette and literature. The design guidelines are compiled into an interactive PDF for other zoo designers and professionals use. To assist the reader in employing the design guidelines most effectively learning principles explain the fundamental learning concepts grounding the guideline. Also, seven example projects illustrate the use of the guidelines. The guidelines, learning principles and example projects are hyperlinked to facilitate learning and application.

Doctor of Education / Department of Educational Leadership / Sarah Jane Fishback / This qualitative inquiry was a naturalistic exploration of participants’ perception or understanding of their intuitive decisionmaking processes. A bounded case study explored how a purposeful sampling of U.S. Armed Forces officers−primarily U.S. Army officers−perceived or understood intuitive decisionmaking in the context of their experiences in contemporary military missions. The purposeful sample was comprised of ten volunteer participants attending their professional Intermediate Level Education (ILE) course in 2011 at the U.S. Army Command and General Staff College. The review of relevant literature used Polanyi's (1958) theory of tacit knowing and personal knowledge [intuition] in making decisions as a philosophical and psychological baseline. U.S. Army doctrine promoted implicit [intuitive] and analytical [deliberate] decisionmaking. Army doctrinal guidance stated that in situations severely constrained in time and requiring an immediate decision, Army leaders rely significantly on intution. A complementary concept advocated creative and critical thinking in order to adaptively solve problems. However, minimal emphasis on intuitive processes and rescinding the term intuitive decisionmaking in Army doctrine indicated a significant gap in Army leader development. This research augmented professional literature on the art and science of military leadership and decisionmaking in the second decade of the 21st century. The exploratory study encouraged further research on how U.S. Armed Forces officers perceive discrete elements or emergent patterns among complex environmental stimuli; understand their tacit knowledge to sense situational cues affecting a problem; and develop their intuitive acumen as a complement to experience and learning toward professional expertise. The participants’ candid insights on their lived and vicarious experiences in intuitive decisionmaking suggested similar leadership value to the adult education community. Other practical benefits included an improved self-efficacy of participants to trust their personal intuition and expertise, and to further explore their tacit knowledge for effective day-to-day living in an ever-changing complex and uncertain world. The experiences of participants indicated the believability of Polanyi’s premise that “we can know more than we can tell.” (Polanyi, 1964, p. x).

Doctor of Philosophy / Department of Psychological Sciences / Gary Brase / Brand Equity is a common phrase in consumer research, but there is still a lot of ambiguity surrounding the measurement of this concept (Keller, 2008). Several methods of measurement have been proposed over the years, but no one method has been adopted as the ideal way to predict purchase intent and measure brand equity. The current research tested three theories—Social Exchange Theory (SET), Theory of Planned Behavior (TPB), and the Yoo and Donthu model—to see which is the best predictor of purchase intent and brand equity. SET assumes consumers weigh the costs and rewards of purchasing the product. TPB uses consumers’ attitudes over purchasing the product, subjective norms of what others would do, and the perceived behavioral control consumers have in actually purchasing the product. The Yoo and Donthu model has been used most often of the three theories in measuring brand equity and includes measures of brand loyalty, perceived quality, brand awareness/associations, and overall brand equity. Study 1 assessed consumer durable products (TV and athletic shoes) and Study 2 assessed consumer non-durable products (soap and toothpaste). Consumers evaluated these products online based on a picture of the product, the brand name, price, customer reviews, quality ratings, and an advertisement and then indicated their likelihood to purchase the product. Theory of Planned Behavior was the best predictor of purchase intent across all four products assessed indicating that consumers look at external factors such as what others would do as well as how much control they have over purchasing the product as much as they consider their own attitudes.

Doctor of Philosophy / Department of Family Studies and Human Services / Kristy L. Pederson-Archuleta / Viewership of reality television has been indicated to influence behaviors among individuals and groups, as existing literature has linked reality television viewership to an increase in the likelihood of demonstrating other non-financial behaviors. The literature notes increases in risky sexual and dating behavior, increases in tobacco, drug, and alcohol use, and increases in violent behavior. This dissertation examined the perceptions of the influence of reality television on financial behavior. Situational reality television programming was found to have the greatest influence on the financial behaviors of college students. Ten college students were interviewed using a phenomenological qualitative approach. There were four primary findings from this study. The first was that reality television has the ability to inform the financial behavior of college students. Second, an individual’s connection to his or her social system has an influence on financial behavior. Third, reality television does have the ability to influence financial behavior change and fourth, reality television influences the meaning of money as perceived by the respondents. The results of this study provide valuable information to promote further inquiry as to how reality television and other forms of media influence financial behavior.

Doctor of Philosophy / Department of Family Studies and Human Services / Sandra Stith / Farrell Webb / This study explored the impact of differentiation of self on Intimate Partner Violence (IPV). First, the study determined if differentiation of self in a relationship added to the variance accounted for by the known risk factors including relational satisfaction, marital conflict, romantic jealousy, depression, anxiety, and attitude about violence towards women. Second, it examined the moderating effect of gender on the relationship between differentiation of self and IPV. Results indicated that differentiation of self in a relationship is a predictor of perpetration of intimate partner violence in relationships even after controlling for other known risk factors. Results also indicated that gender did not moderate the relationship between differentiation of self and perpetration of violence.