In aposematism a prey species use bright colours, often combined with a black contrasting pattern, to signal unprofitability as prey to potential predators. Although there are several different hypotheses about the presence of these internally contrasting patterns, there is little experimental evidence of any beneficial effects. In this thesis I have used bird predators and artificial prey signals to investigate if the contrasting internal patterns in warning displays may have evolved to increase signal efficacy, especially regarding the speed of avoidance learning. In paper I the relative importance of colour and pattern in avoidance learning was studied. The conclusion was that birds primarily attend to colour, not pattern, when learning the discrimination, which was further supported by the results in paper II-IV, all suggesting a secondary role of patterns. In paper II I show that predators may to some degree use patterns for discrimination, if they convey important information about prey quality. The predators showed a hierarchical way of learning warning colour components, where colour is learned to a higher degree than pattern. In paper III I investigate if internal contrasting patterns promote avoidance learning by increasing conspicuousness as prey-to-background contrast does. The study did not support this idea, as the presence of internal black patterns did not improve avoidance learning on a colour matching background. In paper IV, however, I show that the presence of many internal colour boundaries resulted in faster avoidance learning on a multi-coloured background, and predator generalization favoured more internal boundaries, while there was no effect of pattern regularity. From these studies I conclude that internal pattern contrasts may function to increase the efficacy of the warning colour, its salience, and as a means for aposematic prey to be discriminated from harmful mimics. However, the major finding is the importance of colour over pattern. / <strong><em></em></strong><em></em><em></em>At  the time of the doctoral defence the following papers were unpublished and had a status as follows: Paper 2: Manuscript; Paper 4: Manuscript<strong><em> </em></strong>

The coloration of plumage and ornaments in the groups Numididae, Odonthophoridae and Phasianidae (within the order Galliformes) was detailled described and analyzed. The ecological factors affecting the evolution of dichromatism and conspicuousness were tested.

This research aims to examine a framework to test the relationships between consumers' perceptions of a retailer's brand personality and outcome variables (i.e., positive word-of-mouth about and patronage intention toward the retailer) by applying identity and social identity theories to reveal possible factors influencing these relationships in both department and discount retailer image formats. This research hypothesized that retailer brand personality should influence consumers' behavioral outcomes through private and public forms of self-congruity. The more positive the perception of a retailer's brand personality, the higher the private and public self-congruities with the brand personality. In addition, considering the unique, tangible nature of a store's environment, this research suggested that retailer brand identity (RBI), a consumer's perception of oneness with a retailer brand, should play an important role in the retailer brand personality-behavioral outcomes framework by mediating the influences of both private and public self-congruities on various behavioral outcomes. Moreover, the relationships among two forms of self-congruity and perceived RBI should be moderated by the shopping conspicuousness situation (i.e., whether co-shopping with important others or alone and whether shopping in an environment in which one is visible to important others or is relatively secluded) and consumer shopping involvement (i.e., whether consumers see shopping as an important and self-relevant activity). To test the study's hypotheses, data were collected from a sample of 616 general consumers via a self-administered questionnaire provided through the website of an online survey research firm. This research used a 2 (retailer image format) X 2 (shopping situation conspicuousness) between-subjects quasi-experimental design in which subjects were randomly assigned to one of the four treatment groups who read a scenario that provided a description of a retailer image format of either a hypothetical department (n = 311) or discount store (n = 305) and a description that manipulated the shopping situation as being either high (n = 303) or low (n = 313) in shopping conspicuousness. Results revealed that the retailer brand personality scale, adapted from BPS, a brand personality scale developed by Aaker (1997) and other scales specifically used to measure retailer brand personality (Dardin & Babin, 1994; d'Astous & Lévesque, 2003; Helgeson & Supphellen, 2004) comprised two positive dimensions (i.e., Modish and Genuine) and one negative dimension (Inactive). Each dimension influenced the behavioral outcomes of Word-of-Mouth and Patronage Intention differently. Perceived Genuineness was the most influential dimension among the three, exerting direct and indirect influences through increasing Private and Public Self-congruities and overall RBI on both WOM and Patronage Intention. However, Modish had only a direct negative effect on Patronage Intentions whereas Inactive had indirect effects on both behavioral outcomes through a combined (direct and indirect) negative effect on overall RBI. This research also revealed that overall RBI, driven by its affective and evaluative dimensions, fully mediated the influences of Private and Public Self-congruities on behavioral outcomes, suggesting overall RBI as an important factor in the retailer brand personality-behavioral outcomes framework. Moreover, the relationship between Public Self-congruity and overall RBI was found to be stronger in the high Shopping Conspicuousness Situation whereas the relationship between Private Self-congruity and overall RBI was found to be stronger in the department store image format. The moderating role of Consumer Shopping Involvement on the relationships among self-congruities and overall RBI was not significant. Theoretical and managerial implications of these findings and limitations of the study are provided.

Submitted by Luciana Ferreira (lucgeral@gmail.com) on 2017-09-19T12:30:06Z No. of bitstreams: 2 Dissertação - Nathalia Ximenes Gonçalves - 2017.pdf: 11960098 bytes, checksum: a70e468c7f0aec1f54681daa44779319 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-09-19T12:30:25Z (GMT) No. of bitstreams: 2 Dissertação - Nathalia Ximenes Gonçalves - 2017.pdf: 11960098 bytes, checksum: a70e468c7f0aec1f54681daa44779319 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-09-19T12:30:25Z (GMT). No. of bitstreams: 2 Dissertação - Nathalia Ximenes Gonçalves - 2017.pdf: 11960098 bytes, checksum: a70e468c7f0aec1f54681daa44779319 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-08-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The sensory drive theory predicts that signals, sensory systems, and signaling behavior should coevolve. Variation in the sensory systems of prey and predators may explain the diversity of color signals, such as color polymorphism. The spider Gasteracantha cancriformis (Araneidae) possesses several conspicuous color morphs. The aim of the present study was to assess whether the color polymorphism of G. cancriformis may be maintained by pressure from multiple signal receivers, such as prey and predators with distinct color vision systems. In orb-web spiders, the prey attraction hypothesis states that conspicuous colors are prey lures that increase spider foraging success via flower mimicry. However, in highly defended species, conspicuous colors could also be a warning signal to predators. We used color vision modelling to estimate chromatic and achromatic contrast of G. cancriformis morphs as perceived by potential prey and predator taxa. To assess the role of prey, we conducted a prey capture experiment in the field, in which webs were assigned to four treatments: yellow, red, and black models, or no model. For each treatment, we counted the number of prey trapped on the webs and the calculated webs damaged area. To assess the role of predators on the evolution of conspicuous color patterns and polymorphism, we conducted a second field experiment, allocating yellow, red and black spider models in nylon threads along the vegetation, and observed the number of attack markings for each of them. Our results revealed that individual prey and predator taxa perceive the conspicuousness of morphs differently. Therefore, the multiple prey and multiple predator hypotheses may explain the evolution of color polymorphism in G. cancriformis. The results of prey capture experiment did not corroborate the prey attraction hypothesis nor the prey specific adaptation of color polymorphism. On the predation experiment, we found that black spider models presented more markings, which indicates that yellow and red models were less preferred, possibly suggesting that spider coloration may play a role on predator avoidance. Our results, however, do not corroborate the hypothesis that multiple predators influence polymorphism evolution. Color polymorphism in this species is possibly a multi-functional attribute, where some morphs benefits from aposematism, whereas others may alternative fitness advantages. Non-adaptive explanation should also be considered in future experiments of the evolution and maintenance of color polymorphisms. / A teoria de “sensory drive” prediz que sinais, sistemas sensoriais e comportamentos de sinalização devem coevoluir. Variação no sistema sensorial de presas ou predadores pode explicar a diversidade de colorações existentes e polimorfismos de cores. A aranha de teia orbicular Gasteracantha cancriformis apresenta padrões de coloração conspícuos e polimorfismo de cor. A evolução e manutenção de tal variação cromática pode ser influenciada por presas e predadorescom sistemas visuais diferentes, já que um mesmo morfo é percebido distintamente por potenciais presas e predadores. A coloração conspícua, entretanto, não se assemelha à coloração de flores. Tampouco influencia na captura de presas, visto que modelos dessa aranhas apresentaram números similares de presas nas teias. Portanto, ao contrário de outras aranhas de teia orbicular, para as quais a coloração chamativa é atribuída ao mimetismo floral, para G. cancriformis, esta hipótese não é corroborada. Os morfos amarelo e vermelho apresentam coloração típica de organismos aposemáticos e são conspícuos para a visão de uma ave. O morfo vermelho apesar de não ser conspícuo na visão de vespas, ainda assim poderia estar protegido de predação por camuflagem. Dessa forma, esses morfos poderiam ser mantidos na população devido à pressão de diferentes predadores, morfos vermelhos sinalizariam impalatabilidade para aves, enquanto morfos amarelos, para vespas. Porém, essas diferenças não foram observadas experimentalmente. Em campo, modelos pretos de aranha apresentaram mais marcas de predação do que modelos amarelos e vermelhos, também sugerindo que em G. cancriformis a coloração chamativa pode ser um sinal de advertência para predadores. Porém, a multiplicidade de predadores por si só não explica a variação cromática em populações dessa espécie de aranha. Consequentemente, o polimorfismo de cor em G. cancriformis pode ser uma característica multi-funcional, onde morfos não aposemáticos seriam mantidos nas populações devido a outras funções adaptativas, como camuflagem ou termorregulação.

近年來大型消費性電子公司均致力發展商品外型的設計美感，試圖以具有視覺美感的商品吸引消費者的目光，以獲得更高的利潤。但本研究認為廠商在追逐商品設計美感時，也應探討消費者差異對於其美感反應的影響；以及不同商品以美感外型包裝時，對消費者的效果差異。對此，本研究以Bloch, Brunel & Arnold（2003）提出的消費者商品美感中心性（CVPA）、商品與自我一致性等概念，探討消費者對美感的心理差異，如何影響其對於商品設計美感的反應。同時並探討商品外顯性的差異，對於消費者的美感反應是否具有調節效果。 透過消費者美感中心性、商品設計美感、以及商品外顯性的2*2*2三因子實驗設計，本研究以3C商品為實驗商品，並以線上實驗的方式進行。研究結果如下： 1. 消費者重視美感的程度與商品設計美感間的一致性，會影響其對於商品設計的愉悅反應。 2. 商品呈現順序會調節不同CVPA消費者對於商品設計的愉悅、品牌興趣、自我與品牌連結、認知價值等反應。 3. 重視美感程度差異的消費者，並不會因為商品外顯性的調節而影響其美感反應。 4. 商品外顯性與商品設計美感之間具有交互效果：對於高外顯商品而言，高美感設計可有效提高消費者的認知價值，但低外顯商品若以高美感設計呈現，亦可使消費者因超乎預期的感受而倍感愉悅。 5. 消費者對於美感在認知層面的自我與品牌連結反應，會顯著受到CVPA「敏銳」面向的影響；在情感層面的美感評估、態度、愉悅等反應，則會顯著受到「價值」面向的影響；在行為層面的品牌興趣、購買意圖，則會顯著受到「反應」層面的影響。 / The role of aesthetical quality of a product has been placed much importance these years in the manufacturing industry, especially in consumer electronic industry. While developing products with aesthetical quality, it is also important to understand how consumers responded to products with high and low levels of aesthetic quality. The present study explored the moderating role of consumers’ psychological differences on their aesthetic responses, and also examined how differently they responded to products that differed on aesthetic quality and conspicuousness. This study adopted the concept of Centrality of Visual Product Aesthetics developed by Bloch, Brunel & Arnold (2003) and drew upon the concept of self-product image consistency to explore how consumers’ aesthetic orientation influence their responses to products with high and low aesthetic design. Moreover, the influence of product differences has also been considered. The proposed hypotheses were tested by a three-factor on-line experiment. The results are as follows: 1. The consistency of consumers’ CVPA and products’ design aesthetics influenced consumers’ pleasant feelings. 2. The order of how the stimuli were presented moderated the consistency effect mentioned above, especially on responses such as: pleasure, brand interest, self-brand connection, and perceived value toward the product. 3. For consumers with different levels of CVPA, the products’ conspicuousness did not moderate their aesthetic responses toward the product with high and low aesthetic designs. 4. There was an interaction between “product conspicuousness” and “product design aesthetics” on consumers’ “perceived value” and “pleasant feelings” toward product designs. 5. Consumers’ aesthetic responses were influenced by different dimensions of CVPA: “Acumen” accounted for significant variance in “self-brand connection,” “Value” explained significant variance in their attitudinal responses toward the product, and “Response” significantly predicted the variance in their behavioral responses. The implications and suggestions for future studies and practitioners were also discussed.

In the final decade of the nineteenth-century, when New Zealand women began riding the bicycle, they excited intense public debate about contemporary middle-class ideals of femininity. The research question posed is: "why did women's cycling provoke such a strong outcry?" Three nineteenth-century cycling magazines, the New Zealand Wheelman, the New Zealand Cyclist, and the New Zealand Cyclists' Touring Club Gazette, were examined, along with numerous New Zealand and British contemporary sources on women's sport and recreation, etiquette, femininity, and gender roles. The context of the late-nineteenth century signifies a high point in the modernisation of Western capitalist societies, which is characterised in part by significant and widespread change in the roles of middle-class women. The bicycle was a product of modern ideas, designs, and technology, and eventually came to symbolise freedom in diverse ways. The dual-purpose nature of the bicycle (i.e., as a mode of transport and as a recreational tool) enabled women to become more physically and geographically mobile, as well as to pursue new directions in leisure. It afforded, moreover, increasing opportunities to meet and socialise with a wider range of male acquaintances, free from the restrictions of etiquette and the requirements of chaperonage. As a symbol of the 'New Woman', the bicycle graphically represented a threat to the proprieties governing the behaviour and movements of respectable middle-class women in public. The debates which arose in response to women's cycling focused on their conduct, their appearance, and the effects of cycling on their physical and moral well-being. Ultimately, these debates highlighted competing definitions of nineteenth-century middle-class femininity. Cycling presented two dilemmas for respectable women: how could they cycle and retain their respectability? and, should a respectable woman risk damaging herself, physically and morally, for such a capricious activity as cycling? Cyclists aspired to reconcile the ignominy of their conspicuousness on the bicycle with the social imperative to maintain an impression of middleclass respectability in public. The conceptual framework of Erving Goffman's dramaturgical perspective is used to interpret the nature of heterosocial interactions between cyclists and their audiences. Nineteenth-century feminine propriety involved a set of performances, with both performers (cyclists) and audiences (onlookers) possessing shared understandings of how signals (impressions) ought to be given and received. Women on bicycles endeavoured to manage the impressions they gave off by carefully attending to their appearances and their behaviour, so that the audience would be persuaded to view them as respectable, despite the perception that riding a bicycle in public was risqué. In this way, women on bicycles attempted to redefine middle-class femininity. Women on bicycles became a highly visible, everyday symbol of the realities of modem life that challenged traditional gender roles and nineteenth-century formality. Cycling for New Zealand women in the 1890s thus played a key part in the transformation of nineteenth-century gender roles.