Procedural Content Generation (PCG) in games often suffers from a lack of emotional connection with the player as well as a perceived sameness. This thesis aims to design and test a tool for PCG game levels for the game To the Skies! which incorporates an emotional intention based upon the color-emotion theory proposed by Fugate and Franco, 2019.  Russell’s (1980) Circumplex Model of Affect was used as a foundation for the parameterization of emotions, which were implemented in a PCG test level for the game, developed in Unreal Engine. By adopting research through design, this thesis goes through an iterative process where the tool is under constant improvement through quantitative testing using the Self Assessment Manikin method proposed by Lang & Bradley (1994). The tests indicate that, although colors can to some degree elicit emotions, the player’s perception of the test levels did not match the expected emotional response based on color alone for all emotional states tested. The thesis concludes that, while color-emotion association can aid in generating PCG with emotional intent, additional complementary elicitors are likely required, and further tests are needed that incorporate shapes, placement, and weather patterns.

Historically, consumer perceptions towards dairy products have been measured using a rational cognitive approach. However, recent consumer insights suggest that emotions play a dominant role in consumer decision making. The South African dairy industry therefore identified a need to determine emotive reactions to educational messages in addition to the reasons underpinning dairy consumption. Using a mixed method research approach, reactions from 81 South African dairy consumers were obtained, using three different, but interrelated measuring instruments. Descriptive statistics, hierarchical ladder maps and correlation analyses were used to examine emotive and cognitive consumer reaction to a number of generic dairy messages and products. The findings indicate that certain communication messages appear to have a stronger impact on consumers due to specific emotions that these messages elicit. Personal values underpinning dairy consumption decisions were also identified within the context of emotive reactions to the selected dairy products. / Business Management / M. Com. (Business Management)

Historically, consumer perceptions towards dairy products have been measured using a rational cognitive approach. However, recent consumer insights suggest that emotions play a dominant role in consumer decision making. The South African dairy industry therefore identified a need to determine emotive reactions to educational messages in addition to the reasons underpinning dairy consumption. Using a mixed method research approach, reactions from 81 South African dairy consumers were obtained, using three different, but interrelated measuring instruments. Descriptive statistics, hierarchical ladder maps and correlation analyses were used to examine emotive and cognitive consumer reaction to a number of generic dairy messages and products. The findings indicate that certain communication messages appear to have a stronger impact on consumers due to specific emotions that these messages elicit. Personal values underpinning dairy consumption decisions were also identified within the context of emotive reactions to the selected dairy products. / Business Management / M. Com. (Business Management)