<p>During our education to become lighting designers at Jönköping University, the artificial lighting has been in focus. Therefore we wanted to learn more about daylight. We chose to do this from a visual approach in open plan offices. Since daylight is part of the architects´ responsibility to master, we wanted to examine what architects think of when they plan daylight environments in open plan offices and how this is expressed in the buildings with focus on the visual factors.</p><p>Our questions at issue are:</p><ol><li>What knowledge do architects have concerning daylight planning, and how do they use this knowledge in their practice?</li><li>How well do the chosen daylight environments meet the end-users need of a good visual environment? </li></ol><p>The study consists of three case studies, carried out in the same way. Each case study contains an analysis of the daylight environment in a modern building with open plan offices. A responsible architect was interviewed about the intensions for the building, and about his or her general thoughts about daylight. Three end-users were also interviewed about their experiences of their working environment and the daylight conditions in each building. In total three buildings were analysed, three architects and nine end-users were interviewed.</p><p>The result shows that it is hard to tell what knowledge architects have about daylight, since it is a part of the overall design of the building. It is also very individual whether the architect displays an interest, and work with daylight issues in an active way. We can see differences in this matter between the interviewed architects.</p><p>The analysed buildings also show varying results in the visual qualities. The results from our environment analyses are at most part confirmed by the end-users in each building. The problems we have found concerning the daylight environment are primarily the solar shadings and the layout of furnishing.</p><p>Our conclusion is that architects could benefit from collaboration with lighting designers in daylight issues. This is because lighting designers have more knowledge about the visual conditions of the eye, and a more explicit focus on the end-user. To ensure a good collaboration the lighting designers also need to increase their knowledge about daylight in buildings, and about the building construction as a whole.</p> / <p>Under vår utbildning till ljusdesigners på Jönköpings Tekniska Högskola har fokus legat på det elektriska ljuset. Då vi ville lära oss mer om det minst lika viktiga dagsljuset, valde vi att undersöka detta ur ett visuellt perspektiv i kontorslandskap. Dagsljuset är arkitektens ansvar att behärska, varför vi ville undersöka vad arkitekter tänker på när de planerar dagsljusmiljöer i kontorslandskap, och hur detta yttrar sig i den färdiga byggnaden med fokus på de visuella faktorerna.</p><p>Följande frågeställningar formulerades:</p><ol><li>Vilken kunskap har arkitekter om dagsljusplanering och hur använder de sig av denna kunskap i praktiken?</li><li>Hur väl uppfyller utvalda dagsljusmiljöer brukarens behov av en god visuell miljö?</li></ol><p>Studien bygger på tre fallstudier utförda på samma sätt. Varje fallstudie innefattar en analys av dagsljusmiljön i en modern byggnad innehållande kontorslandskap. En ansvarig arkitekt intervjuades om intentionerna med respektive byggnad, samt om dennes tankar kring dagsljus i allmänhet. I respektive byggnad intervjuades även tre brukare om deras upplevelse av arbetsmiljön och dagsljuset. Totalt analyserades tre byggnader, och tre arkitekter samt nio brukare intervjuades.</p><p>Resultatet visar att det är svårt att uttala sig om arkitekters kunskap om dagsljus, då det ingår som en del i gestaltningen av hela byggnaden. Det är även väldigt individuellt huruvida arkitekten intresserar sig för och aktivt arbetar med dagsljusfrågor. Vi ser stora skillnader i det avseendet hos de arkitekter vi intervjuade.</p><p>De analyserade byggnaderna visar även skiftande resultat i dagsljusmiljöns visuella kvaliteter. Resultatet av våra miljöanalyser bekräftas till stor del av brukarna i respektive byggnad. Problemområden för den visuella dagsljusmiljön som vi fann, är i första hand solavskärmningar samt möblering i rummet.</p><p>Vår slutsats är att arkitekter kan ha nytta av att samarbeta med ljusdesigners i dagsljusfrågor då ljusdesigners har en större kunskap om ögats visuella förutsättningar och ett tydligare brukarperspektiv. För att ett gott samarbete ska kunna upprättas krävs samtidigt att ljusdesigners ökar sin kunskap om dagsljus i byggnader, och om byggnaders konstruktion som helhet.</p>

本研究主要探討消費者想像視角與訊息相適配之說服效果。心像是指感官資訊在短期記憶中運作的心理歷程，在說服文獻中扮演著重要的角色。由過去文獻可知，個體在進行想像時，可以採取兩種不同的想像觀點，一個是行動者觀點，另一個是旁觀者觀點。兩種不同視覺觀點會提供不同的心像資訊，進而影響個體對所想像事件或行動的解讀。旁觀者觀點強調行為的個人意義及個性上的展現，而行動者觀點則強調情境所賦予的感覺及所喚起的情緒。視覺觀點在社會心理學中已有廣泛的研究，但尚未應用到行銷說服領域中。本研究藉由整合心像、視覺觀點、及體現模擬的相關文獻，提出一個觀念性的研究架構，試圖說明當消費對採用不同的視覺觀點時，是如何影響其對廣告訴求的偏好，且是藉由何種心理機制來中介視覺觀點與廣告訴求相一致的說服效果。 針對上述的研究目的，本論文設計三個研究來驗證視覺觀點與廣告訴求適配的說服效果。研究一主要是驗證，若消費者採用行動者觀點來想像，則偏好體驗型產品，相反的，若消費者採用旁觀者觀點來想像，則偏好象徵型產品。研究二主要驗證，若消費者採用行動者觀點來想像，則廠商的溝通策略應強調產品屬性的體驗性利益，相反的，若消費者採用旁觀者觀點來想像，當廠商的溝通策略應強調產品屬性的象徵性利益。研究三是植基體現模擬中預設用途的概念，主要探討的是，如何在廣告圖片中安排預設用途線索，進而可以激發不同的視覺觀點。特別的是，當廣告圖片中有互動的預設線索時，則可以激發出旁觀者觀點，此時應強調象徵型訴求，相反的，當廣告圖片中沒有互動的預設線索時，則可以激發出行動者觀點，此時應強調體驗型訴求。且由三個研究結果可知，視覺觀點與廣告訴求相適配所產生的較佳產品態度，是由體現模擬所中介的。 / The purpose of this research is to understand the persuasive impact of the fit between the visual perspectives and the advertising appeals. Mental imagery, the process by which sensory information is represented in working memory, plays a critical role in persuasion. From a review of the literature, we realize that events can be imagined through the first-person perspective or the third-person perspective. The adoption of the specific vantage point can determine the inference people make about an imagined situation. In particular, the third-person perspective results in a greater dispositional inference, and highlights the broader meaning of the imagined situation, whereas the first-person perspective discloses more information about the inner, affective components of the imagined situation. Visual perspectives have been studied extensively in social psychology, but its implication is rarely applied to consumer behavior. This study adopts three experiments to examine the persuasive impact of fit between the consumers’ visual perspectives and advertising appeals. Study One suggests that when consumers adopt the first-person visual perspective, compared to a symbolic product, consumers would prefer the experiential product; on the other hand, when consumers adopt a third-person visual perspective, compared to an experiential product, consumers would select the symbolic product. Study Two proposes that when consumers adopt the first-person visual perspective, manufacturers should emphasize a product’s symbolic benefits. On the contrary, when consumers adopt a third-person visual perspective, manufacturers should stress a product’s experiential benefits. Study Three demonstrates that affordance cues would prime different visual perspectives, and when the visual perspective and advertising appeals fit mutually, it will have a strong persuasive effect. In particular, when there is an affordance cue in an advertisement, it will encourage consumers to adopt the third-person visual perspective, and then prefer symbolic appeals. On the contrary, when an advertisement does not have any affordance cues, it will stimulate consumers to embrace the first-person visual perspective, and then prefer experiential appeals. All three studies demonstrate that when there is a fit between the visual perspectives and the advertising appeals, consumers will generate a fluent embodied simulation, which would lead them to have a positive product attitude and purchase intention. The results of these three studies not only enrich the literature of visual imagery and marketing communication but also provide useful advice to manufacturers, especially on how to create the fit between product positioning and advertising, in order to promote the the positive product attitude and purchase intention of customers.

Les patients schizophrènes souffrent de graves déficits de mémoire autobiographique. Cela a un impact direct sur leur identité personnelle et leur statut fonctionnel dans la vie quotidienne. A travers 3 études, nous avons montré que l’ensemble des caractéristiques subjectives du rappel des souvenirs est perturbé chez les patients schizophrènes (distorsion de la perception du temps subjectif, moindre fréquence de la perspective visuelle Acteur). L’altération de ces aspects subjectifs serait liée au manque de spécificité et de détails des souvenirs. Ce sont ces détails qui rendent le rappel des souvenirs vivace. Aussi, nous avons testé l’efficacité d’une méthode qui a montré que les déficits de récupération stratégique de ces détails pouvaient être corrigés. Les patients sont capables d’améliorer le rappel des détails de leurs souvenirs si une aide appropriée leur est fournie. Une thérapie de remédiation cognitive basée sur cette méthode pourrait être proposée aux patients schizophrènes. / Patients with schizophrenia suffer from severe autobiographical memory deficits. These have a significant impact on patients’ personal identity and functional status in daily life. Through three studies, we showed that all the subjective characteristics of autobiographical recall are impaired in patients with schizophrenia (distorted perception of subjective time, memory recall less associated with Field visual perspective). The impairment of these subjective aspects of autobiographical recall was linked to the lack of specificity of memories and low level of details in patients’ memories. It is these details which allow vivid memory recall. Hence, we tested the effectiveness of a method which showed that deficits in the strategic retrieval of memory details could be remediated. Patients are able to improve the recall of their memory details when given the necessary means to do so. A cognitive remediation therapy, based on this method, could be set up with patients with schizophrenia.