Cette recherche se positionne dans un contexte de parrainage d'une cause par une marque, et plus précisément dans le cadre d'une publicité de soutien en faveur d'une cause environnementale. Elle vise notamment à répondre à la problématique suivante : comment améliorer l'efficacité d'une publicité de soutien ? La littérature a mis en exergue le rôle majeur joué par la congruence/incongruence perçue entre le parrain et l'entité parrainée, mais ce concept fait néanmoins débat depuis plus de trente ans dans la littérature marketing (Fleck et Maille, 2010 ; Maille et Fleck, 2011). Les objectifs de la recherche imposent une phase importante de meilleure compréhension du concept et de sa mesure (études 1 et 2). L'étude 3, utilisant de manière originale l'approche tétraclasse, propose une nouvelle conceptualisation basée sur l'identification des éléments de contribution à la congruence et à l'incongruence. Sur la base de ces résultats, deux outils de mesure sont proposés permettant de mieux appréhender la congruence perçue et l'incongruence perçue (étude 4). Puis cette recherche étudie, au moyen d'une expérimentation (étude 5), dans quelle mesure et de quelle manière l'articulation du parrainage (explication du lien entre le parrain et l'entité parrainée) peut influencer les intentions comportementales envers la cause soutenue. Les résultats soulignent que la congruence perçue, l'incongruence perçue et la crédibilité du parrain sont médiatrices de l'effet de l'articulation du parrainage sur les intentions comportementales envers la cause soutenue, mais avec une différence d'effet entre congruence et incongruence. En effet, si l'articulation du parrainage influence positivement la crédibilité du parrain en augmentant la congruence perçue et en diminuant l'incongruence perçue entre la marque et l'organisation non commerciale, l'effet de la congruence perçue sur les intentions comportementales envers la cause n'est pas médiatisé par la crédibilité perçue du parrain, à la différence de l'effet de l'incongruence perçue qui est bien médiatisé par cette crédibilité. / This research takes place in the context of cause sponsoring by a brand, and more precisely within the framework of environmental issue advocacy advertising. It aims in particular at answering the following question: how to improve the efficiency of advocacy advertising? Previous research highlighted the major role played by perceived congruency/incongruency between the sponsor and the sponsored entity, but this concept has been still discussed for more than thirty years in the marketing literature (Fleck and Maille, 2010; Maille and Fleck, 2011). The objectives of this research require to better understand the concept and its measure (studies 1 and 2). Study 3 uses in an original way the tetraclass approach to propose a new conceptualization of the concept based on the identification of elements that contribute to congruency and to incongruency. Based on these results, two measurement tools allowing to separately capture perceived congruency and perceived incongruency are proposed (study 4). Then this research examines through an experiment (study 5) to what extent and how sponsorship articulation (the explanation of the link between the sponsor and the sponsored entity) can influence behavioral intentions toward the supported cause. The results underline that perceived congruency, perceived incongruency and sponsor credibility mediate the effect of sponsorship articulation on behavioral intentions toward the supported cause but throughout a different effect on perceived congruency and on perceived incongruency: 1/sponsorship articulation influences positively sponsor credibility due to an increase in perceived congruency and a decrease in perceived incongruency between the brand and the not commercial organization, 2/ the effect of perceived congruency on behavioral intentions toward the cause is not explained by sponsor credibility while the effect of perceived incongruency is explained by sponsor credibility.

Submitted by Luciana Sebin (lusebin@ufscar.br) on 2016-10-10T19:45:24Z No. of bitstreams: 1 DissKES.pdf: 1491828 bytes, checksum: c6a58b88ab03eb7890e0b182f08a3ab3 (MD5) / Approved for entry into archive by Marina Freitas (marinapf@ufscar.br) on 2016-10-13T20:15:20Z (GMT) No. of bitstreams: 1 DissKES.pdf: 1491828 bytes, checksum: c6a58b88ab03eb7890e0b182f08a3ab3 (MD5) / Approved for entry into archive by Marina Freitas (marinapf@ufscar.br) on 2016-10-13T20:15:29Z (GMT) No. of bitstreams: 1 DissKES.pdf: 1491828 bytes, checksum: c6a58b88ab03eb7890e0b182f08a3ab3 (MD5) / Made available in DSpace on 2016-10-13T20:15:42Z (GMT). No. of bitstreams: 1 DissKES.pdf: 1491828 bytes, checksum: c6a58b88ab03eb7890e0b182f08a3ab3 (MD5) Previous issue date: 2016-02-16 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Counting the number of leukocytes present in the blood vessels is an important task to understand inflammation mechanisms and to assess the effects of drugs that are being developed for the treatment of inflammatory diseases. In general, leukocyte counting is done by an observer (laboratory technician or specialist) using a sequence of intravital microscopy images obtained from blood vessel of an animal testing. However, this procedure is time-consuming, prone to errors, due to visual fatigue of the observer, and biased, due to inter and intra-observer variability. Thus, the objective of this work was the development of computational technique for the automatic detection of leukocytes in intravital video microscopy images. For this, the detection of leukocytes was performed in two main stages. In stage 1, the phase congruency measure, which is invariant to changes of contrast and lighting images, was used to calculate a blobness measure used to detect circular structures in intravital microscopy images. In stage 2, the circular structures detected in stage 1 were analyzed locally to identify only those corresponding to true leukocytes. The results were evaluated using the precision, recall and F1-measure metrics and the area under the precision-recall curves. Furthermore, the proposed technique was compared with the template matching technique. / Contar o número de leucócitos presentes em vasos sanguíneos é uma tarefa fundamental para entender mecanismos de inflamações e avaliar efeitos de drogas que estão sendo desenvolvidas para o tratamento de doenças inflamatórias. Em geral, a contagem de leucócitos é feita por um observador (técnico laboratorial ou especialista) usando uma sequência de imagens de microscopia intravital, obtidas do vaso sanguíneo de um animal de teste. Entretanto, a tarefa de contagem é demorada, propensa à erros, devido à fadiga visual do observador, e viesada, devido à variabilidade inter e intra-observador. Sendo assim, o objetivo deste trabalho foi o desenvolvimento de uma técnica computacional para a detecção automática de leucócitos em imagens de vídeo de microscopia intravital. Para isso, a detecção dos leucócitos foi realizada em dois principais estágios. No estágio 1, a medida de congruência de fase, que é invariante a mudanças de contraste e iluminação em imagens, foi utilizada para o cálculo de uma medida de blobness usada na detecção de estruturas circulares nas imagens de microscopia intravital. No estágio 2, as estruturas circulares detectadas no estágio 1 foram analisadas localmente a fim de identificar apenas aquelas correspondentes aos leucócitos verdadeiros. Os resultados foram avaliados utilizando as métricas de precisão, revocação e medida-F1 e a área sob as curvas precisão-revocação. Além disso, a técnica proposta foi comparada com a técnica casamento de padrões.

This diploma thesis deals with CLIL which stands for Content and Language Integrated Learning, to be more precise it deals with the integration of Mathematics and English for lower secondary pupils. To realize this method I have chosen the topics of congruent figures in the plane and reflective symmetry. The aim of my thesis was to check whether the chosen topics are suitable for CLIL lessons, whether CLIL method is not an obstacle for the activity of pupils in the lesson or if it does not create any problems with understanding of the subject matter in Mathematics. The theoretical part is focused on describing the CLIL method in general, then I summarize the preparation of the educational experiment and describe the project of the lessons in English and in Czech language. The last part is dedicated to the realization of the experiment with three different groups of pupils of the 6th grade of elementary school. The gained data have been processed on the basis of observation and analysis of the final individual work and the questionnaire. The results of observation and analysis confirm that it is possible to integrate the teaching of Mathematics and foreign language successfully. The thesis includes English and Czech worksheets together with methodology for the topics of congruent figures and...

Dans cette thèse, nous nous sommes proposé d'explorer les contributions relatives des caractéristiques de haut et de bas niveau des stimuli dans la catégorisation d'objet. Ce travail comporte trois études, chez l'homme et le singe. L'originalité de cette thèse réside donc dans la construction des stimuli. Notre première étude a visé à caractériser les corrélats neuraux de la reconnaissance d'images chez le singe en ECoG. Pour cela nous avons développé un protocole de catégorisation où les stimuli étaient des séquences visuelles dans lesquelles les contours des objets (information sémantique, caractéristique de haut niveau) étaient modulés cycliquement grâce à la technique SWIFT (créée par Roger Koenig et Rufin VanRullen) alors que la luminance, les contrastes et les fréquences spatiales (caractéristiques de bas niveau) étaient conservées. Grâce à une analyse en potentiels évoqués, nous avons pu mettre en évidence une activité électrophysiologique tardive en " tout ou rien " spécifique de la reconnaissance de la cible de la tâche par le singe. Mais parce que les objets sont rarement isolés en conditions réelles, nous nous sommes penchés dans une deuxième étude sur l'effet de congruence contextuelle lors de la catégorisation d'objets chez l'homme et le singe. Nous avons comparé la contribution du spectre d'amplitude d'une transformée de Fourier à cet effet de congruence chez ces deux espèces. Nous avons révélé une divergence de stratégie, le singe semblant davantage sensible à ces caractéristiques de bas niveau que l'homme. Enfin dans une dernière étude nous avons tenté de quantifier l'effet de congruence sémantique multisensorielle dans une tâche de catégorisation audiovisuelle chez l'homme. Dans cette étude nous avons égalisé un maximum de paramètres de bas niveau dans les deux modalités sensorielles, que nous avons toujours stimulées conjointement. Dans le domaine visuel, nous avons réutilisé la technique SWIFT, et dans le domaine auditif nous avons utilisé une technique de randomisation de snippets. Nous avons pu alors constater un gain multisensoriel important pour les essais congruents (l'image et le son désignant le même objet), s'expliquant spécifiquement par le contenu sémantique des stimuli. Cette thèse ouvre donc de nouvelles perspectives, tant sur la cognition comparée entre homme et primate non humain que sur la nécessité de contrôler les caractéristiques physiques de stimuli utilisés dans les tâches de reconnaissance d'objets. / In this thesis, we explored the relative contributions of high level and low level features of stimuli used in object categorization tasks. This work consists of three studies in human and monkey. The originality of this thesis lies in stimuli construction. Our first study aimed to characterize neural correlates of image recognition in monkey, using ECoG recordings. For that purpose we developped a categorization task using SWIFT technique (technique created by Roger Koenig and Rufin VanRullen). Stimuli were visual sequences in which object contours (semantic content, high level feature) were cyclically modulated while luminance, contrasts and spatial frequencies (low level features) remained stable. By analyzing evoked potentials, we brought to light a late electrophysiological activity, in an " all or none " fashion, specifically related to the target recognition in monkey. But because in real condition objects are never isolated, we explored in a second study contextual congruency effect in visual categorization task in humans and monkeys. We compared the contribution of Fourier transform amplitude spectrum to this congruency effect in the both species. We found a strategy divergence showing that monkeys were more sensitive to the low level features of stimuli than humans. Finally, in the last study, we tried to quantify multisensory semantic congruency effect, during a audiovisual categorization task in humans. In that experiment, we equalized a maximum of low level features, in both sensory modalities which were always jointly stimulated. In the visual domain, we used again the SWIFT technique, whereas in auditory domain we used a snippets randomization technique. We highlighted a large multisensory gain in congruent trials (i.e. image and sound related to the same object), specifically linked to the semantic content of stimuli. This thesis offers new perspectives both for comparative cognition between human and non human primates and for the importance of controlling the physical features of stimuli used in object recognition tasks.

While research has shown the positive impact of sensory cues and cue- congruency on emotion and behavior in retail store atmospheres, these cues have primarily been investigated in isolation or in pairs. Consequently, little is known on how multi-sensory cues in interplay impact on consumer emotions and purchase behaviors. In addition, research has not yet provided any clear conceptualization of congruency in marketing when designing retail store atmospheres, other than stating that some cues are expected to match, therefore become pleasantly perceived. Thus, the main purpose of this research is to examine and show how multi-sensory cues in interplay and congruency can be utilized in creating a retail store atmosphere to enhance consumer emotions and purchase behaviors. To address the purpose, a sequential method was adopted with four essays. The first essay explores multi-sensory interplay in marketing contexts with a literature review that forms the basis for a research agenda. The second essay employs focus groups to highlight the congruency between cues, products and the retail setting, and identifies which category of cues is in need of investigation. The third essay uses field experiments to investigate two congruent visual, auditory and olfactory cues (six cues in total) in a retail setting, and their impact on consumer emotion and purchase behavior. The final essay, also use field experiments to examine and duplicate one cue from each sense, and employs these together in interplay, to show how multi-sensory cues in interplay impacts emotions and purchase behaviors. This research concludes that multi-sensory cues in interplay in a retail store atmosphere have a greater impact on consumer emotions and purchase behaviors than single visual, auditory and olfactory setting-congruent sensory cues. Among single sensory cues, those perceived as complementary in the atmosphere, specifically auditory and olfactory in an already visual dominated atmosphere, have the largest impact on consumer emotions and purchase behaviors. Overall, this research signifies that congruent multi-sensory cues in interplay emerge as reliable predictors for the influence on consumer arousal, valence, time spent, touching, browsing and purchasing Theoretical and managerial implications are discussed.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2015-12-15T13:55:53Z No. of bitstreams: 1 franciscomaiarodrigues.pdf: 1846109 bytes, checksum: 585d20660c34a3131b4bc290677d0eb3 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2015-12-15T15:46:07Z (GMT) No. of bitstreams: 1 franciscomaiarodrigues.pdf: 1846109 bytes, checksum: 585d20660c34a3131b4bc290677d0eb3 (MD5) / Made available in DSpace on 2015-12-15T15:46:07Z (GMT). No. of bitstreams: 1 franciscomaiarodrigues.pdf: 1846109 bytes, checksum: 585d20660c34a3131b4bc290677d0eb3 (MD5) Previous issue date: 2015-03-27 / Esta pesquisa propõe mapear e analisar um modelo específico de publicidade nos jogos eletrônicos e as repercussões dessa estratégia no comportamento dos jogadores. Entre as classificações existentes, será trabalhado o in-game advertising – correspondente à inserção de um dado produto ou marca em um jogo desenvolvido por uma produtora sem vínculos diretos com os anunciantes. O nível de conexão entre a publicidade e o contexto do jogo (congruência) pode causar diferentes efeitos na memória do usuário, influenciando sua afinidade com a marca, intenção de compra, entre outros aspectos. O pragmaticismo de Peirce e suas ferramentas metodológicas nortearão a realização deste trabalho, amparado por autores como Huizinga, Santaella, Jenkins, Edery, Mollick e outros. A fim de testar a eficácia do in-game advertising foi conduzida uma pesquisa qualitativa com um grupo de jogadores entusiastas para avaliar os possíveis efeitos da publicidade congruente no ciberespaço de um jogo eletrônico. O jogo 2014 FIFA World Cup Brazil, da Electronic Arts, foi escolhido para este propósito por conter in-game advertising e publicidade congruente com o contexto do game. Em suma, busca-se com este trabalho compreender a eficácia comunicacional de mensagens publicitárias congruentes com o contexto de um jogo eletrônico, avaliando a perspectiva da recepção. / This research proposes to map and analyze a specific model of advertising in video games and the impact of this strategy on the behavior of players. Among the existing classifications, we will be working with the “in-game advertising” - corresponding to the insertion of a product or brand in a game developed by a producer without direct links to advertisers. The level of connection between advertising and the game context (congruency) can cause different effects in user memory, influencing their affinity with the brand, purchase intention, among other elements. Peirce’s pragmaticism and it’s methodological tools will guide this work, supported by authors such as Huizinga, Santaella, Jenkins, Edery, Mollick and others. In order to test the effectiveness of ingame advertising it was conducted a qualitative research with a group of enthusiastic players to assess the possible effects of consistent advertising in cyberspace of a video game. The FIFA World Cup Brazil 2014 game, developed by Electronic Arts, was chosen for this purpose because it contains in-game advertising and advertising congruent with the game context. In short, with this work we aim to understand the communication effectiveness of advertising congruent with the context of a video game, assessing the perspective of the consumers.

<p>This study investigates how background music congruency affects the overall gaming enjoyment using the framework of the Congruence-Association Model. An experiment with three music conditions (congruent music/ incongruent music/ no music) was conducted using the game <em>Life is Strange</em>. With <em>N</em>= 105 participants, the results show that compared to having no music or incongruent background music, having congruent background music during gameplay resulted in higher levels of identification with the game character and transportation into the game, which then translated into greater gaming enjoyment. However,the difference between having incongruent music and no music was not well established. Thestudy contributes to the lack of literature linking game music and gaming experience. Future studies should consider examining other cognitive and affective factors that impact the effectof music congruency on the gaming experience. Implications for the gaming industry arealso discussed.</p>

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Lexical inferencing is considered a listening strategy that is commonly employed by advanced EFL (English as a Foreign Language) listeners and a factor that contributes to successful listening comprehension. However, investigations of the factors that influence inferencing success in listening as well as how much each factor contributes to success are scant, as more studies have been conducted exploring lexical inferencing in reading. In addition, even though idiomatic expressions such as smell a rat, jump the gun, and go cold turkey are ubiquitous in the English language, especially in oral communication, and they are considered crucial in both first language (L1) and second language (L2) acquisition, little is known about the effectiveness of inferencing strategies where idiomatic expressions are concerned.Three goals motivated the current study. The first goal was to investigate whether inferencing is an effective strategy in the case where the target item is an idiomatic expression. The second goal was to investigate how four person-level factors, familiarity, listening proficiency, listening vocabulary size and working memory, two sentence-level factors, lexical density and sentence length, and two lexical-level factors, L1–L2 congruency and semantic transparency, influence the inferencing success of English idiomatic expressions in listening. The third goal, related to the second goal, was to determine which of the two lexical component factors, L1–L2 congruency and semantic transparency, is more important to inferencing success. A mixed methods design, the explanatory sequential design (Creswell & Plano Clark, 2018), was employed in this study. Quantitative data were collected from 89 EFL Japanese university students using a Listening Vocabulary Levels Test, a Listening Span Test, and an Idiom Inferencing Elicitation Task. The collected data were examined using mixed-effects logistic regression. Twelve participants were invited to participate in follow-up interviews based on their response patterns on the Idiom Inferencing Elicitation Task. The quantitative results indicated that familiarity, listening comprehension skills, working memory, and L1–L2 congruency were significant factors influencing inferencing success and the qualitative results supported these findings. In addition, the qualitative analyses suggested that depth of vocabulary is another potentially important factor. Furthermore, listening comprehension moderated the L1–L2 congruency effect. The finding that semantic transparency is not an influential factor in successful inferencing of unfamiliar idiomatic expressions provides evidence that the semantic transparency of known idiomatic expressions formed after learners acquire the meaning of the expression is a different construct from the perceived semantic transparency of unfamiliar idiomatic expressions. In addition, even though the sentence-level factors were not statistically significant in successful idiom inferencing in this study, further studies are required in order to see if this result holds true when the characteristics of the listening tasks differ from those of the task used in this study. It is hoped that the findings provide insights into how to help Japanese university EFL learners improve their listening skills, especially in tasks that include unfamiliar idiomatic expressions. / Teaching & Learning