Thesis (M.S.)--University of Wisconsin--Madison, 1984. / Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 55-62).

The purpose of this research was to construct and empirically test a theoretical model of surprise and its impact on consumer affect and behavior. First the literature on the emotion of surprise was reviewed with particular emphasis on classification and process models of surprise. A theoretical model of surprise was constructed. A new concept called motivated meaning integration (MMI) was proposed. MMI takes place in a setting that includes the interaction of the appraisal process with factors such as environmental uncertainty and consumers’ individual differences. These interactions impact outcomes such as consumer affect and buying behavior. Ten hypotheses were derived from the theoretical model and empirically tested using several pretests and two main studies. The present research designed and evaluated several surprise manipulations and MMI manipulation checks to effectively test the proposed relationships. Participants were recruited from Amazon Mechanical Turk (Mturk). Although many of the hypotheses were not supported, some important ones were. The results provide some support that a consumer’s sense of personal control interacts with MMI to impact a consumer’s likelihood of choosing unknown or mystery products ( e.g. products in a known category such as beauty products but the actual products are selected by the company). Specifically, consumers who experienced a low sense of personal control (compared to a high sense personal control) were more likely to choose mystery products (vs. objectively similar known products) after they encountered surprise with mystery (vs. with known) elements. The results also provided some support that productivity orientation interacts with surprise appraisal to impact consumer affect. Particularly, consumers with high productivity orientation (vs. low) were more likely to experience higher positive affect after encountering surprise with mystery (vs. with known) elements. The primary implication for theory involves refining the conceptualization of surprise appraisal, especially fast MMI, and adopting adequate measure for testing it. The most relevant implication for marketing management is to offer products with mystery elements because consumers are more likely to choose additional mystery products. If this dissertation stimulates others to pursue research on surprise theory in marketing, my efforts to continue developing scientific theory will be worth it. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2018. / FAU Electronic Theses and Dissertations Collection

Cette recherche part du constat que les publicitaires sont face à un marché de plus en plus encombré. Ce nouveau contexte publicitaire, à savoir, double encombrement marché et média ainsi que la maturité publicitaire du consommateur, est au coeur même de l’enjeu de la publicité. La surprise peut être, ainsi, un moyen privilégié à la disposition des créatifs d’agences publicitaires pour capter l’attention des consommateurs. L’objectif de la présente recherche doctorale se propose de mettre en évidence le rôle de la surprise au sein du processus de persuasion publicitaire et d’essayer d’en expliciter les modalités, tout en prenant en considération l’impact de la culture. Notre problématique consiste à examiner, dans le domaine publicitaire, l’effet de surprise et son impact sur l’attitude envers l’annonce (Aad) et l’attitude envers la marque (Ab), tout en tenant compte de l’impact de la culture. L’ambition de notre travail est donc d’étudier en amont la surprise et d’essayer de mettre en évidence l’existence d’une influence de cette émotion particulière sur la persuasion publicitaire. Cela se traduit par la question suivante : quel est l’impact de la surprise sur la persuasion publicitaire dans un contexte en mutation ? L’enquête qualitative menée auprès d’experts français et tunisiens a permis de compléter, par l’apport des implications managériales, la partie théorique et de guider de manière pratique la phase expérimentation. Le développement d’un modèle conceptuel a permis de définir le processus persuasif des individus exposés à une annonce surprenante. Ainsi, nous avons mis en avant le rôle médiateur des réactions affectives déclenchées par l’annonce dans le processus de persuasion des annonces surprenantes tout en précisant l’articulation des différentes étapes de ce processus. A travers cette recherche, nous avons essayé de tester deux spots différents. Le premier contient des situations agréables et le deuxième comporte des situations désagréables. Nous avons remarqué que les réactions des personnes interrogées sont distinctes selon le spot visionné. Par ailleurs, plusieurs conclusions majeures résultent de l’analyse des résultats : nous avons pu mettre en évidence le rôle de la surprise au sein du processus de persuasion publicitaire et en expliciter les modalités, tout en prenant en considération l’impact de la culture. Pour les deux types de publicités, l’effet direct de la surprise sur le rappel est vérifié. Par ailleurs, l’attitude envers la publicité constitue le déterminant essentiel de l’attitude à l’égard de la marque. Les résultats ont également permis de mettre en avant le rôle médiateur de trois variables, à savoir : l’attention, l’attitude envers l’annonce et les réactions affectives déclenchées par l’annonce. En outre, les résultats des analyses mettent en lumière deux variables capables de modifier la force et parfois le sens de certaines des relations établies auparavant. Il s’agit de la variable besoin d’émotion et de la variable culture. Le test du modèle global de notre recherche tient compte d’une relation entre les croyances envers l’annonce et les croyances envers la marque et ce par le biais des équations structurelles. Ce test a montré que notre modèle présente de bonnes qualités d’ajustement et de représentation. / This research is based on the fact that advertisers face an ever crowded market. This new advertising context-that is: double crowding of market and media as well as the consumer’s advertising mature awareness is at the very heart of advertising stake. Surprise can thus be a privileged means available to the creators of advertising agencies to capture the consumers’ attention. The objective of the present doctoral research aims to highlight the role of surprise within the process of advertising persuasion and elicit its functions while considering the impact of culture. Our concern is to examine the effect of surprise-in the advertising field- and its impact on the attitude towards the ad (Aad) and the attitude towards the brand (Ab) without ignoring the impact of culture. Our aim is to study surprise and to highlight they existence of an influence of this particular advertising persuasion. This can be expressed in the following question: What is the impact of surprise on advertising persuasion in a changing context ? The qualitative enquiry conducted with French and Tunisian experts, thanks to managerial implications, helped complete the theoretical part and guide the experimentation phase in a practical way. The development of a conceptual model fostered the definition of the persuasive process of individuals exposed to a surprising ad or announcement. Thus we focused on the mediating roles of the affective reactions caused by the announcement in the persuasion process of surprising ads while considering the articulation of the different steps of this process. Through this research, we tried to test two different spots. The first containing pleasant situations and the second containing unpleasant ones. We noticed the answers of the people interviewed are different according to the spot seen. Yet several major conclusions are made out of the results analysis: we could highlight the role of surprise within the advertising persuasion process and elicit its modalities, considering the cultural impact. For both types of advertising, the direct effect of surprise on the reminder is checked. Moreover, the attitude towards advertising represents the essential determiner of the attitude towards the brand. The results also helped promote the mediating role of three variables: attention, attitude towards the ad and the affective reactions caused by the ad. Besides, the results of the analyses highlight two variables capable of modifying the strength and sometimes the meaning of certain relations established previously: the emotion need variable and the culture variable. The global model test of our research-conducted by means of structural equations- considers the relation between beliefs towards the ad and beliefs towards the brand. The test showed that our model presents good adjustment and representation qualities.

<p>Denna studie behandlar den grundläggande principen överraskning som anses vara en av de klassiska principerna i krig och krigföring. Studien syftar till att ge författaren och läsaren en fördjupad kunskap i begreppet överraskning samt klarlägga skillnad mellan österländsk och västerländsk syn. Inledningsvis kommer överraskning beskrivas utifrån utvald litteratur för att sedan analyseras och jämföras för att få fram skillnader eller likheter mellan de två motparter som väst och öst står för. Mot slutet drar författaren ett antal slutsatser som besvarar frågeställningen finns det någon skillnad i synen på överraskning mellan västerländskt och österländskt synsätt? Avslutningsvis diskuteras resultatet och författaren ger förslag på ny forskning med anknytning till ämnet.</p> / <p>This study deals with the subject of military theory and the essence of the classic principles of warfare. Since ancient times, surprise, has had a profound effect on how different nations and people have fought and made use of tactics and today still, surprise is something that characterize the modern battlefield. As an example, one can mention the attack on the World Trade Centre on the 11th of September 2001 where consequences had major effects on the political and strategic level. In conflicts around the globe surprise attacks are not uncommon and we continue to exploit this principle, although weapons technology and tactics have evolved. The focus of this work has been to analyze the principle and make a comparative analysis between Eastern and Western thoughts and approach. Is there a difference or do both sides have the same view on the principle of surprise? This study is based on ideas from recognized military theorists Carl von Clausewitz and Sun Tzu as well as doctrines from the former Soviet Union and now Russia and Sweden. The purpose of this study is mainly to give the author a deeper knowledge of the subject. The author’s will is to later use this knowledge in his profession. Initially, the author has studied theorists and doctrine in order to describe their perception of the concept. After that the author has analyzed the results and come to certain conclusions. Finally, the author discussed the results and also explains what he believe that future studies on this topic should focus on.</p>

Denna studie behandlar den grundläggande principen överraskning som anses vara en av de klassiska principerna i krig och krigföring. Studien syftar till att ge författaren och läsaren en fördjupad kunskap i begreppet överraskning samt klarlägga skillnad mellan österländsk och västerländsk syn. Inledningsvis kommer överraskning beskrivas utifrån utvald litteratur för att sedan analyseras och jämföras för att få fram skillnader eller likheter mellan de två motparter som väst och öst står för. Mot slutet drar författaren ett antal slutsatser som besvarar frågeställningen finns det någon skillnad i synen på överraskning mellan västerländskt och österländskt synsätt? Avslutningsvis diskuteras resultatet och författaren ger förslag på ny forskning med anknytning till ämnet. / This study deals with the subject of military theory and the essence of the classic principles of warfare. Since ancient times, surprise, has had a profound effect on how different nations and people have fought and made use of tactics and today still, surprise is something that characterize the modern battlefield. As an example, one can mention the attack on the World Trade Centre on the 11th of September 2001 where consequences had major effects on the political and strategic level. In conflicts around the globe surprise attacks are not uncommon and we continue to exploit this principle, although weapons technology and tactics have evolved. The focus of this work has been to analyze the principle and make a comparative analysis between Eastern and Western thoughts and approach. Is there a difference or do both sides have the same view on the principle of surprise? This study is based on ideas from recognized military theorists Carl von Clausewitz and Sun Tzu as well as doctrines from the former Soviet Union and now Russia and Sweden. The purpose of this study is mainly to give the author a deeper knowledge of the subject. The author’s will is to later use this knowledge in his profession. Initially, the author has studied theorists and doctrine in order to describe their perception of the concept. After that the author has analyzed the results and come to certain conclusions. Finally, the author discussed the results and also explains what he believe that future studies on this topic should focus on.

Tout au long de la vie l’individu acquiert, parfois de façon involontaire ou inconsciente, des connaissances sur son environnement, et il retient plus particulièrement les régularités. Ces connaissances, elles-mêmes, permettent de développer des attentes sur des événements futurs. Ces attentes sont utiles dans la perception et dans l'anticipation des conséquences des événements (ou des actions en cours), ce qui conduit l’individu à réagir de façon plus adéquate et plus rapide en fonction de ses prévisions. En se basant sur la théorie des « attentes musicale » de David Huron, nous proposons de créer une théorie des « attentes musico-filmiques ». L’objectif de notre thèse est d'examiner les concepts de base de la façon dont la musique de film peut créer des attentes relatives à la narration du film chez les spectateurs. Nous allons étudier comment cela affecte la façon dont ils perçoivent et interprètent le film. / Throughout our lives, we acquire (sometimes involuntary or even unconsciously) knowledge about our environment, and we retain in particular its regularities. These regularities are learned, stored as knowledge and will subsequently allow creating expectations that will facilitate the cognitive processing of the environmental information. Hence, via this process, the analysis of an expected event becomes faster and more accurate than that of an unexpected event. Based on David Huron's “musical expectation” theory, we propose to investigate, and develop a theory of “expectations about associations between the film and the music”. The aim of our thesis is to discuss the basic concepts of how film music can create particular expectations in relation to the narration of the film for viewers and how this affects the way they perceive the film and interpret the movie.

This thesis concerns the puzzling question of why Swedish policy makers were surprised by the Ukraine crisis, despite multiple warnings being present. It aims to understand what was so surprising and to explain the effect of the surprise, the foreign, security, and defense policy U-turn. In order to understand this puzzle the thesis uses a framework based on strategic surprise theory from the victims perspective and concludes that surprise theory alone cannot explain the effect of the Ukraine crisis and thus leaves the research puzzle unanswered. By adding to the theory the concept of cognitive vicinity an answer to the research question is brought to light. The surprise lies in the realization of worrying similarities, a distinct feeling of proximity, in the circumstances surrounding Ukraine and Sweden. It became evident that if it could happen to Ukraine, something similar could happen to us.

Cette thèse s’articule autour de trois volets. Tout d’abord, la genèse de concept du trauma, ses effets cliniques, puis son abord psychanalytique, et enfin la conduite à tenir face à ces sujets souffrants depuis leur rencontre raté avec l’éventualité de la mort. C’est ce paradoxe, cette énigme qui fait appel à la psychanalyse pour essayer d’appréhender ce qui conduit un sujet souffrant à consulter un psychanalyste. Les catastrophes ont toujours marqué la vie des hommes. Par leur effet de surprise, et lorsqu’elles épargnent la vie du sujet, elles le laissent sous l’emprise de l’effroi y inscrivant la trace du réel de la mort. Cette rencontre blesse l’appareil psychique. Elle y fait effraction, lève le fantasme d’immortalité et y introduit l’image de la scène traumatique que FREUD nomme un « corps étranger interne ». Etranger car la mort est inconnue de l’inconscient. C’est à FREUD que revient le mérite de mettre en lumière le concept de traumatisme psychique. Le concept de trauma devient la pierre angulaire de la doctrine psychanalytique. Il l’a traverse et demeure au centre de ses travaux, la menant progressivement à prendre forme. Du traumatisme sexuel par séduction réelle, il devient fantasmatique naissant d’une mise en scène imaginaire. C’est à partir de ce concept de trauma que FREUD concevra la théorie des névroses. Puis le premier conflit mondial et le cataclysme de la guerre vinrent confronter l’humanité à l’effroi de la rencontre de la mort. Ainsi la doctrine freudienne ne va pas cesser de s’enrichir jusqu’au départ du Maître de Vienne fuyant la barbarie pour Londres, où il publiera « L’Homme Moïse et la religion monothéiste » en y reprenant le concept du trauma dans sa totalité, donnant un nouvel éclairage à la psychanalyse. / This thesis opens around a three fold questionnaire. Firstly, the genesis of the concept of traumatic, its clinical effects, then its psychoanalytic approach and finally, the actions taken against these individuals suffering from their failed encounter with eventual death. It is this paradox, this puzzle that the psychoanalysis uses to try and learn what drives a suffering individual to consult a psychoanalyst.Catastrophe has always marked the lives of men. By their effect of surprise and when theysave the lives of individuals, thus leaving at trace of the reality of terror and death. This encounter injures the psyche. It breaks the fantasy of immortality introducing the image of the traumatic science, wich FREUD named « an internal foreign body ». Strange, because death is not known to the unconscious. Freud merits the discovery of the concept of traumatic psyche. The concept of the trauma becomes the corner stone of psychoanalytic approach. Progressively this approach took form all along his work and research. The sexual traumatism by real seduction becomes fantasmatic born of a built up of imagination. From this trauma, the concept of the theory of neurosis was developped by FREUD. The doctrine of Freud does not stop developping until the Master of Vienna flees to London where he publishes « Moses and the monotheism » putting together a synthesis oh his ideas in its totality, giving a new light on psychoanalyst.

Le miraculeux se comprend comme une catégorie événementielle à connotation profane ou religieuse : c’est cette dernière, dans sa perspective chrétienne, que ce travail prend en compte. Mais afin que ce point de vue croyant puisse signifier quelque chose pour l’observateur impartial, le choix a été fait d’examiner les réactions de surprise et d’étonnement éprouvées par les bénéficiaires de ces événements. Celles-ci pourraient-elles nous informer sur ce qui a supposément lieu dans le miraculeux ? La méthodologie phénoménologique mise en place pour pouvoir répondre à cette question prend appui sur deux corpus : l’un consiste en des textes scripturaires, où les réactions de surprise et d’étonnement accompagnant les miracles sont évaluées pour comprendre comment elles opèrent dans le mécanisme de révélation à l’œuvre dans ces textes ; l’autre se compose de récits de « miraculés », interviewés dans le cadre de la méthode microphénoménologique en 1ère personne. Ces récits, une fois analysés, permettent de disposer de ressources expérientielles qui montrent la façon dont le miraculeux est éprouvé dans le vécu, comment il a surpris et bouleversé. La phénoménologie de la surprise ainsi extraite, puis confrontée à celle qui découle des récits bibliques, permet d’abord de mieux comprendre comment opèrent les affects de surprise et d’étonnement lors d’événements irruptifs dits miraculeux, et comment leur matérialité, associée à la foi des sujets-témoins, peut rendre compte de ce vécu si particulier. Le travail contribue aussi à caractériser la surprise et l’étonnement comme des outils phénoménologiques à part entière dans l’entreprise de connaissance de l’humain face à ce qui le dépasse. / The miraculous can be understood as a category of event, either profane or religious. Only the latter, in its Christian perspective, will be dealt with in this present work. But in order for this believer’s point of view to mean anything to the impartial observer, the choice has been made to examine the reactions of surprise and wonder felt by the beneficiaries of these unusual events. Could these reactions inform us about what supposedly takes place in the miraculous? The phenomenological methodology which has been implemented in order to answer this question relies on two corpuses: one consists in a set of New Testament texts, in which the reactions of surprise and wonder which accompany the miracles are evaluated to understand how they operate in the mechanism of revelation at work in those texts; the other is composed of narratives told by beneficiaries of miracles who have been interviewed within the frame of the micro-phenomenological 1st person method. Once they have been transcribed and analyzed for their emotional content, these narratives make available experiential resources which exemplify how the miraculous is lived by the beneficiaries, how it surprised and overwhelmed them. The phenomenology of surprise thus brought forward and confronted to that which can be drawn from Scripture narratives enables, first, to understand better how affects of surprise and wonder operate during so-called miraculous irruptive events, and how their materiality, can account for such an experience. But the work also aims at characterizing surprise and wonder as full-fledged phenomenological tools usable for the understanding of the human reality confronted to what exceeds it.

The medial prefrontal cortex (mPFC) plays a critical role in the organization of goal directed behavior. This role is suggested by the anatomy of mPFC as the region rests at the top of a complex cortical and sub-cortical hierarchy, receives convergent sensory and motor information from multiple modalities, and is the target of modulatory brainstem nuclei that respond to prediction and reward. Given these observations, it was hypothesized that mPFC neurons store associations between stimuli when the stimuli contribute to the prediction of reward. To test this hypothesis, neural ensemble spiking activity was recorded in the mPFC as rats performed a paired-associate discrimination task. In one condition, both elements of the paired-associate stimulus-sequence provided information about reward delivery. In another condition, only the first stimulus contributed to the prediction. As hypothesized, stimulus-selective, prospective delay activity was observed during sequences in which both elements contributed to reward-prediction. Unexpectedly, however, selective delay responses were associated with slight variations in head position and thus were not necessarily generated by intrinsic mnemonic processes. Interestingly, the sensitivity of neurons to head position was greatest during intervals when reward delivery was certain. These result suggest that a major portion of delay activity in the rat mPFC reflects task-relevant sensory-motor activity, possibly related to behavioral strategies rather than to the local storage of stimulus-stimulus associations. These observations agree with evidence suggesting that mPFC neurons are particularly responsive during the performance of actions related to the acquisition of reward. These results also indicate that considerable attention must be given to the monitoring of sensory-motor variables during delay tasks as slight changes in position can produce activity that appears to be driven by intrinsic mechanisms. It is further suggested that such activity may perform an important role in memory guided behavior, although this role may contrast sharply with standard theories of delay activity and short term memory storage. In particular, it is suggested that delay activity observed in the prefrontal cortex may correspond to the maintenance of memories that are 'stored' in the body or in the environment in the forms of embodied or situated behaviors.