Color is powerful. As a physical element in our world that is created in our minds, it is uniquely visceral yet intangible. Color has objective rules, finite categories, subjective interpretations, and embedded meanings. Color can calm, activate, soothe, shock, welcome, stimulate, and rejuvenate. Yet color is often relegated to the realm of ornament, and its powerful performative properties are underutilized in the realm of architecture. If its unique potential was instead realized, color could be used to communicate emotionally and spatially, subjectively and universally. The properties of color have been analyzed through scientific investigation and artistic exploration for their spatial, psychological, and emotional effects. In the realm of painting, color is a fundamental way to imply space on a canvas and stimulate response from viewers. Scientifically, color has been the subject of countless studies for its effects on human behavior as well as its physical properties and universal significance. Theories merging from these fields can be utilized to create a richer, more intentional relationship between color and architecture. Much more than a coat of paint, color can be used to construct the architectural experience. It can be equated with other fundamental elements, such as form, light, and context, as a tool in the creation of space. Through its interaction with these elements, color can amplify spatial intentions, shape perception, and augment the interaction between humans and the built environment. Emphasizing architectureÕs ability to shape the human experience, this thesis constructs a future of architecture where color is fundamental. / 0 / SPK / specialcollections@tulane.edu

<p> Experiments were conducted, with rats, to ascertain the effects of partial reinforcement in aversive classical conditioning. Conditioned suppression of bar-pressing was more resistant to extinction following intermittent reinforcement of a conditioned stimulus than following consistent reinforcement. This effect was obtained whether or not bar-pressing was permitted during conditioning as well as during extinction. The effect was amplified by interpolating a large block of nonreinforced trials early in the partial schedule; it was eliminated by adding more reinforced trials prior to the partial schedule. The effect was not obtained by interpolating a large block of nonreinforcements in a continuous schedule. The data were related to current theoretical conceptions of partial reinforcement.</p> / Thesis / Doctor of Philosophy (PhD)

The effects of intensity of the unconditioned stimulus (US) on the acquisition and extinction of the conditioned emotional response (CER) in rats were investigated. The US intensities studied were 0.28, 0.49, 0.85, 1.55, and 2.91 ma. Both acquisition and extinction of the CER were found to be monotonic functions of US intensity, with the higher US intensities producing more rapid acquisition and more resistance to extinction. The lowest shock intensity failed to produce suppression. The 0.49 ma. subjects typically showed a partial recovery of normal operant behavior after development of a fairly profound CER. The results were interpreted as consistent wth the supposition that the CER is acquired in accordance with Pavlovian laws of classical conditioning. / Thesis / Master of Arts (MA)

This thesis is concerned with the effects of previous ex­perience with electric shock on the acquisition of a conditioned emotional response (CER) to a signal preceding shock. Rats with prior shock experience were slow to acquire the normal CER, which is manifested by a decrease in the rate of food-motivated lever pressing. However, this slow acquisition did not seem to result from adaptation or habituation to shock, as had previously been proposed. Rather, prior experience with unsignalled shock tended in itself to inhibit the rate of lever pressing. When later presented with a warning signal preceding shock, rats with prior shock ex­perience increased their rate of responding. This "dis-inhibition" persisted for several days, after which the usual decrease in rate occurred. / Thesis / Master of Arts (MA)

In Canada, one in five women can now expect to deliver their baby by caesarean section. For some women, this method of delivery creates little concern, but for others, birth by caesarean causes emotional trauma that can last for years. Childbirth was historically regarded as a natural event and was undertaken with little assistance from health professionals. However, with urbanization and medical advancements, childbirth soon became a medically managed process. During the Women's Health Movement of the 1970's, women reacted to the medicalization of birth by calling attention to the emotional reactions of women following childbirth, with particular attention paid to deliveries by caesarean section. This paper discusses interviews with five women who sought the assistance of a community support and awareness group following a negative emotional response to an unplanned caesarean section. Qualitative research methods were used in order to capture the participants' unique experiences during and after childbirth. The women described feelings of fear, failure, disappointment, and loss of control. They perceived that the medical staff was generally uncaring and dismissive of their concerns. Each participant felt that the support group was instrumental in helping them to recover from the trauma of their birth experience, but also reported that they would have appreciated the opportunity to speak with a social worker following the birth. / Thesis / Master of Social Work (MSW)

The effects of intensity of the unconditioned stimulus (US) on the acquisition and extinction of the conditioned emotional response (CER) in rats were investigated. The US intensities studied were 0.28, 0.49, 0.85, 1.55, and 2.91 ma. Both acquisition and extinction of the CER were found to be monotonic functions of US intensity, with the higher US intensities producing more rapid acquisition and more resistance to extinction. The lowest shock intensity failed to produce suppression. The 0.49 ma. subjects typically showed a partial recovery of normal operant behavior after development of a fairly profound CER. The results were interpreted as consistent with the supposition that the CER is acquired in accordance with Pavlovian laws of classical conditioning. / Thesis / Master of Arts (MA)

In the end of 1978, China started to launch reforms, especially in economy. Thus, the Chinese advertising industry brings the market back; the commercial advertisement rises again. Over twenty years, some advertisement copies have created billions of sales, however, some of the copies was judged without any creativity. This paper primarily concentrates on studying the Chinese advertisement copy. In reviewing the studies of the Chinese advertisement, this paper takes the approach of cognitive psychology as a theoretical framework. In Richard Atkinson and Richard Shiffrin¡¦s view, when the information inputs in one¡¦s eyes it will become a short-term memory which stored in human brain, by repeating the broadcast information, which will also become a long-term memory. Eventually, if consumers touch the products, no matter the brand or the advertisement, their memories will be aroused from their long-term memory. This research concluded that audiences are attracted by the advertisement because of various affective reactions /emotional response. It showed that the advertisement may focus on consumers¡¦ emotional code ¢w cultural code. So the copywriter can input the Chinese traditional culture in an advertisement copy such as piety, decorum and familism, it will arouse Chinese emotional response more easily.

This thesis aims to analyze the “tension” in video games by using an experiment-based practical approach. It examines different lighting conditions and how people perceive them in virtual environments. “Flow Theory”  and “Circumplex Model” are used as theoretical frameworks to define the term tension and serve as the basis of the experiment. For the experiment, a scene is created primarily inspired by the video game Resident Evil: Village. Different lighting conditions are applied to the scene in order to understand how lighting qualities can invoke various emotions in the context of tension. A survey is conducted on people with diverse backgrounds to observe their reactions and understand their perception  of their surroundings.

In 21st century Scandinavia, the use of colored paint in the built environment has decreasedconsiderably. Instead, color changing LEDs can be found in many homes. In this thesis, an experimentwas set up to investigate how these two coloring methods differ and coincide with regards toemotional response and perception of materiality. Four cubicles, two painted and two colored bylight, were evaluated by ten participants. The painted cubicles were perceived as more material intheir appearance with regards to texture and color than their counterparts. A greater feeling ofnervousness, stress, and disorientation was felt in the light-colored cubicles as opposed to aheightened feeling of inspiration, excitement and calmness in the painted cubicles. Though it isimportant to remember the difference was not significant. In addition, preconceived connotations tothe color tone could be an influencing factor and so further studies on additional tones should beconducted. Lastly, benefits and drawbacks with the coloring methods were discussed.

Background: The protection of the environment requires everyone in this world to act together. If more individuals have the intention to protect the environment, then more individuals and a higher probability of taking action to protect the environment. In order to arouse individuals' attention to environmental issues, some non-profit organizations and government agencies have released public service advertisements. As a way of constructing advertisements, message framing can awaken individuals' emotional responses to the content of public service advertisements by conveying positive or negative information. Positive information can arouse individuals' positive emotions, while negative information can cause individuals' negative emotional reactions. Emotional responses could have an impact on individuals. Therefore, this article focuses on whether there is a relationship between emotional responses and intention.  Purpose: The purpose of the thesis is to explain how the emotional response to the message framing in public service advertisement impact individuals’ intention to protect the environment.  Methodology: This thesis followed a deductive approach; thus, the quantitative research method is applied to this paper. The data collection method is the questionnaire, the authors designed a self-completed questionnaire, and it was sent out online. Before the questionnaire sent, there was a small-scale pretest of the questions was conducted. Then, the questionnaire was posted online, and the authors received 590 valid responses as a result. Afterward, the authors used SPSS as the technical tool to analyze the data. Coding, descriptive analysis, Cronbach’s alpha, correlation analysis, and multiple linear regression analysis were used to analyze the data and test the hypothesis.  Findings: This study found that positive emotional responses to positive message frames in PSAs had a positive impact on individuals' intentions to protect the environment. In addition, negative emotions were found to have no positive effect on negative message framing in PSAs in relation to individuals' intentions to protect the environment.  Conclusion: This study shows that positive emotional responses to PSA images depicting positive messages have a positive impact on environmental conservation intentions. From a positive emotional response perspective, the researchers found that the use of natural environments in PSA images elicited strong positive emotions in respondents and could trigger higher levels of pleasure and happiness, as well as lower levels of awe.  In addition, although negative messages in PSA images can trigger negative emotions in individuals (fear, guilt, and sadness), they do not affect individuals' intention to protect the environment. Thus negative emotional reactions do not affect the intention to protect the environment.