In general academic research and discussion on stand-alone games or the broader computer games, scholars often use questionnaires and quantitative methods to analyze consumers' perceptions and opinions of game-related issues. Due to the limitations in research methods, previous research results are somewhat difficulty to make marketing companies or decision-making departments deeply understand consumers' ultimate mental imagery and consensus mode. Therefore, nowadays stand-alone game companies often spent a lot of expenses, but can not produce the games that meet consumers' core demand. According to the report released on September 7 2011 by the U.S. market survey center, DFC Intelligence, which specializes in the video game market, it estimates that the scale of the global market of video games will grow to 81 billion U.S. dollars in 2016 from 66 billion U.S. dolloars in 2010. This figure not only symbolizes the boom and huge business opportunities of game market but also affects the changes of the next-generation video game industry, which highlights the importance of conducting related research. This study uses a mental image mode, ZMET metaphor extraction techniques, invented by Harvard University Professor Zaltman as the research method, trying to elicit contruct factors of six senior consumers for the stand-alone game, FINAL FANTASY VII, through image analysis. Research results can provide marketing implications to stand-alone game companies so that they can understand consumer needs and expectations by the imagery constructs and mental models of the senior players. The results of ZMET technical analysis got a total of 122 different constructs from six respondents, from which 49 common constructs were further extracted. This study found HVM hierarchical value consensus mental map among the six senior players and clarified the evolution of the six respondents' imagery constructs of the game and consensus model. As to the final structure constructs in HVM hierarchical value map, five ultimate values are identified, "players' favorability", "looking to the future," "witness", "dreams come true", and "classic". The ultimate values combined by the five non-verbal information can provide marketers and game designers in stand-alone game companies, a reference for future marketing decisions. Additionally, based on the research findings, marketers can design better stand-alone games that meet consumer demands, in order to effectively increase the sales and economic benefits for game companies.

We live in an image world nowadays. The government propagates policy to civilians using various kinds of visual media for communication. Dwellers make sense of temporality and space of the city through eyes and brain. Yet, any official expectation that citizens would agree with the city image will not be achieved without prior knowledge of citizens' value system. In the meantime, building city image is a strategy of enhancing competitiveness of a city. Adopting Zaltman method of elicitation technique (ZMET), this research explores the mind maps of six Kaohsiung city marketers, also city dwellers, by a series of visual elicitation. The end result is the consensus map that reflects their common thought or value system. Research finds that the prime values of their city image are aesthetics, romance, vigor, happiness, subjective well-being, and localism. Their importance is in that order. These findings not only reflects city marketers' core value but contributes to future projection and marketing of Kaohsiung's city image.