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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.

The news cultures, productions and dissemination channels in the digital age are already different from the traditional times. The challenges which the reporters face also differ from the pasts. Taiwan media studies analyze the audience and media through the ways of qualification but neglects that they are also the audience, disseminators, gatekeepers and real constructional signs as the reporters in the meantime to go on the qualitative analysis. There are few studies about the press photographers and mostly the analyses of qualification and qualitative are based on the characters thinking. The study target is focused on newspaper photographers which basis is visual culture studies and uses it to the well-established Zaltman Metaphor Elicitation Technique (ZMET) from overseas. It uses the images as the media and brings out the deep thoughts and feelings of the interviewees to analyze the mental map of the press photographers and create a common map. Then, it carries out the pre-tests of the qualitative studies of the mental maps of the press photographers and builds up the role models from them in the digital age. Finally, it indicates the current media surroundings and the circumstances of the press photographers to seek the possibilities of media reformation. From the studies, we can know that there are six values of the press photographers through observing their mental and common maps: ¡§the values of existence,¡¨ ¡§news ethicalities,¡¨ ¡§respects,¡¨ ¡§the sense of achievements,¡¨ ¡§entertainment,¡¨ and ¡§arts.¡¨ Among which the press photographers cares about most is ¡§the values of existence.¡¨ However, the value of existence relies on the professional dimensions which lower the standard techniques of photo shooting due to the speed of the digital technology and the evolutions of the mechanical functions. Moreover, the images are rampant in the age of map reading and the publishers demand a big number of images, and therefore, the requests of the image contents only focus on the evidences but overlook the visual images. It not only leads the press photographers to have the insecurity of being replaced but also increases the stresses to them in the digital age of speed demanding and keen competitiveness. On the other hand, it is necessary to record dynamic images to put in e-papers, so the publishers ask the press photographers to do static photography and record dynamic images simultaneously which result in a working disaster from technology. Under this circumstance, the press photographers have to create their own values of existence beyond their photography technology to enhance their irreplaceability. They have to maintain their competitiveness in the working field to keep themselves from being eliminated. Also, the publishers shall promote the demands of the image contents instead of asking the press photographers to film many photos without visual effects. The publishers should establish new departments for the demands of static photos and recordings from e-papers to filter the adequate videos for broadcasting. Besides, send the professional DV photographers to interview and film by professional HDV in order to promote the professional dimension to reach the targets of operating diversified media.

Historically there has been many changes to the construction of fatherhood. These changes have not been linear and most significant changes took place during the twentieth century. Four ways of being and acting as a father (i.e., Discourses) have been identified: the father as moral overseer; the father as distant breadwinner; the father as sex-role model, and the new nurturant father. Previous studies have indicated that men’s experiences of fatherhood are very diverse and multifaceted. Fathers may experience intense feelings of elation and happiness, as well as depression and anxiety. Results even indicated that some fathers experienced physical symptoms such as morning sickness or hormonal changes, similar to what the mother could experience. There is also a distinction between three phases: pre-natal, the birth, and post-natal. However, there is a significant gap in the available knowledge related to the subjective experience of fathers, particularly in the South African context. This study is an exploration from within a social constructionist framework, of the experiences of first-time fatherhood. Using a multiple-case study design, the aim was to explore and answer the question: “How do men experience first-time fatherhood?” A qualitative approach to research was applied and three first-time fathers were recruited applying purposive and snowball sampling strategies for interviews that were conducted during May to June 2003. The Zaltman Metaphor Elicitation Technique, which requires the participants to build a collage and participate in a semi-structured interview, was utilized for data collection. Data were analysed by way of thematic analysis, based on transcriptions and translations of the interview material. Three major themes emerged from the data: responsibility, feelings and thoughts and relationships. Collectively, ten sub-themes were extracted from the interviews.. With regard to responsibility, the three first-time fathers indicated that they associated aspects such as financial, emotional and educational provision as primary concerns of first-time fatherhood. Thoughts and feelings ranged from feelings of happiness and elation, stress and anxiety, to confusion and helplessness, as well as a sense of a loss of freedom. In terms of relationships, family, marriage, and the father-child relationship, emerged as significant in their overall experience of first-time fatherhood. These themes and the sub-themes were identified in both the collage and interview material collected for each father. The utilisation of the ZMET and a qualitative approach based in a social constructionist perspective proved useful in eliciting the more intimate experiences of first-time fatherhood. The project was, however, limited because only white male subjects were involved, and themes related to masculine stereotypes in the construction of the father’s reality of first-time fatherhood, and the gender of the baby, could not be explored. Further research on the topic is therefore proposed to explore the richness of the topic and to offer context-specific constructions of the multiple realities of first-time fatherhood. / Dissertation (MA (Research Psychology))--University of Pretoria, 2006. / Psychology / unrestricted

The study is an exploratory investigation of early adolescents’ buying patterns with regards to clothing using social identity theory. Interviews were conducted with six early adolescents in Attridgeville suburb located in Tshwane (then called Pretoria) in South Africa. This research was prompted by insufficient archived studies which focus on black adolescents in South Africa. Early adolescents are conscious of the youth culture and utilities that are significant to them. The early adolescent stage construes young people as seeking an own identity both individually and within the group. Clothing apparel plays a significant role in the projection of adolescents’ identity in the peer group, and they participate in consumer behaviour that is influenced through socialization. Among others, peers and family circumstances play a central role as socialisation agents for the buying patterns of clothing during adolescence. In this study the Zaltman Metaphor Elicitation Technique (ZMET) was used to explore the processes involved in the buying patterns of clothing during early adolescence, particularly for black adolescents in an urban environment. Pictures, compiled in the format of a collage, were used as a projective technique to probe respondents’ constructions of their preferred buying patterns and consumer behaviour. Data was analyzed using thematic analysis as a procedure of qualitative research. Verification of transcripts and themes by an independent third party enhanced validity and reliability of findings. Themes indicate that early adolescents are quite involved in consumer behaviour and make decisions based on lifestyle, consumer socialisation, purchasing styles and filters. Both peers and family act as socialisation agents, and socio-structural factors such as birth order, financial aspects, attitudes, and retail outlets have an impact on the actual buying patterns of clothing. Further study is needed to determine the effect of media and learning styles on the consumer behaviour of black adolescents in a South African context. / Dissertation (MA (Research Psychology))--University of Pretoria, 2007. / Psychology / unrestricted

This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to predict the success of a film as well as help to inform other marketing promotions for the film. The purpose of this study is to show how using an adaptation of ZMET will help film developers better predict the market potential for a project before the green-lighting phase.

The unprecedented turbulence and uncertainty experienced in global economic and financial markets because of the 'credit crunch' has had a damaging impact on consumer confidence. Trust and credibility have been eroded as many customers feel let down by the banks suggesting the need for banks to rebuild constructive dialogue and long-term, meaningful relationships with their customers again. Though financial service, in this case, is considered a utilitarian service, based on the fact that money is needed to support people‘s daily activities, the present state of financial service has suggested the need for banks to appeal to consumers‘ emotions with the aim of improving their reputation. Also, the competition within the industry also could suggest the need to adopt an emotionally appealing advertisement strategy as emotions are known to play an influential role in building robust brand preference. This study builds on the communication theory, meaning transfer theory and consumer involvement theory, to understand the messages the banks are sending out and to elicit consumers‘ emotional reaction. One thousand, two hundred and seventy-four UK bank advertisements in nine national newspapers were content-analysed to identify the emotional appeals presented by the banks. The perception of these appeals and their associated meanings were sought through semi-structured interviews with 33 participants in London and Luton. The results of the analysis indicated that UK Banks are utilising emotional appeal in their advertisements to reach out to the consumers to convince them to upgrade their account, to open an additional account or switch their account. The most predominantly used appeals were relief and relaxation followed by excitement and happiness or satisfaction with the bank, and finally, security and adventure. However, variations were found in different financial products that employed emotional appeals. It was found that high-involvement products such as mortgages and loans used fewer emotional appeals. Both bank groups - high street banks, including the big four (Barclays, HSBC, Lloyds and RBS) and non-high street banks, such as the new entrants, supermarket brands, and online banks were using emotional appeals. However, it is acknowledged that the communication strategies between these banks could be different as the non-high street banks are more likely to repeat and publish the same messages across many newspapers, instead of publishing different emotionally appealing advertisements. Though consumers acknowledged these emotional appeals in the advertisements, they were more concerned about their relationship with the banks as they don‘t rely on advertisements to make a financial decision. Rather, recommendations from families, friends and associates and also branch location are more important when deciding on which bank to choose. The lack of congruency between financial services and emotional appeals in advertisements is also observed as customers are more likely to be persuaded by rational appeals however this study has not completely ruled out emotional appeals in bank advertisements as the use of both types of appeals is recommended. The study provides important theoretical and managerial contributions to understanding how the consumers understand meaning-embedded advertisements produced by the banks. Managers will be able to consider the implications of advertisements in enhancing their brand equity and building relationships with customers in anticipation that, by word of the mouth and established relationship, their bank‘s reputation will be enhanced. Limitations of the study and opportunities for future research are identified.