Babyschema är ett fysionomiskt fenomen som innefattar infantila särdrag såsom stor ögon- och huvudform i kombination med liten näsa och haka. Utseendet kan ses hos digitala karaktärer i moderna spel och filmer vilket kan ha en psykologisk effekt hos betraktaren då exponering bevisats influera preferenser. Studien ämnar att utreda uppfattningen av ansikten med babyschema och om visuell exponering kan påverka dessa uppfattningar. Undersökningen utfördes på 70 testdeltagare, där ansikten med varierande grader av babyschema presenterades före och efter exponering innehållande karaktärer med babyschema eller realistiska proportioner. Resultaten indikerar att exponering för babyschema i viss utsträckning resulterar i en positiv förskjutning hos deltagarnas uppfattningar däremot hade exponering ingen positiv inverkan på deltagarnas respons till extrem babyschema. Framtida arbeten skulle kunna undersöka babyschema applicerat på manliga och kvinnliga karaktärer i en spelmiljö. I en förlängning kan studier inom ämnet syfta till att upplysa kreatörer om karaktärsdesign och dess möjliga påverkan på samhället.

The mere exposure effect, positive affect elicited by exposure to a previously unfamiliar stimulus, is considered one of the most well established findings in the psychological literature. Yet its mechanism remains unknown. In Experiments 1 - 5, memory encoding was examined to determine whether the mere exposure effect was a form of conceptual or perceptual implicit priming, and, if not either, whether cardiovascular psychophysiology could reveal its nature. Experiment 1 examined the effects of study phase level of processing on recognition, the mere exposure effect, and word identification implicit priming. Deep relative to shallow processing improved recognition, but did not influence the mere exposure effect or word identification implicit priming. Experiments 2 and 3 examined the effect of study-test changes in font and orientation, respectively, on the mere exposure effect and word identification implicit priming. Different study-test font and orientation reduced word identification implicit priming, but had no influence on the mere exposure effect. The combined results from Experiments 1-3 suggested that conceptual and perceptual processing do not drive the mere exposure effect. Experiments 4 and 5 developed and used, respectively, an innovative cardiovascular psychophysiological implicit priming paradigm to examine whether stimulus-specific cardiovascular reactivity at study predicted the mere exposure effect at test. At encoding, stimulus-specific peripheral vasodilatation had predictive value for the mere exposure effect, but not for word identification implicit priming. Experiments 6 and 7 examined whether sustained or transitory anxiety (i.e., trait or state, respectively) would influence the mere exposure effect. Greater trait and state anxiety reduced the mere exposure effect. Together, the findings from these experiments (N = 362) identify a novel affective mechanism of implicit priming that is influenced by cardiovascular psychophysiology and variations in trait and state anxiety.

Submitted by Ricardo Boeing da Silveira (ricardoboeing@hotmail.com) on 2012-12-21T02:10:33Z No. of bitstreams: 1 RICARDO Dissertation -Versão Entrega Final.pdf: 3100930 bytes, checksum: 812983d7901c1503074e9f0db58f8095 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2012-12-21T10:31:41Z (GMT) No. of bitstreams: 1 RICARDO Dissertation -Versão Entrega Final.pdf: 3100930 bytes, checksum: 812983d7901c1503074e9f0db58f8095 (MD5) / Made available in DSpace on 2012-12-21T11:23:55Z (GMT). No. of bitstreams: 1 RICARDO Dissertation -Versão Entrega Final.pdf: 3100930 bytes, checksum: 812983d7901c1503074e9f0db58f8095 (MD5) Previous issue date: 2012-02-29 / The broader objective of this study undertaking can briefly be articulated in particulate aims as follows: to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers. In addition, check the differences and similarities between the behavior of Brazilian and American consumers caused by the influence of product placements. The study was undertaken targeting consumer audience in Brazil and the U.S. A rang3 modeling set ups were performed in order to realign study instruments and hypothesis towards the research objectives. This study gave focus on the following hypothesized models. H1: Consumers / Participants who viewed the brands / products in the movie have a higher brand / product recall compared to the consumers / participants who did not view the brands / products in the movie. H2: US Consumers / Participants are able to recognize and recall brands / products which appear in the background of the movie than Brazil. H3: Consumers / participants from USA are more accepting of product placements compared to their counterparts in Brazil. H4: There are discernible similarities in consumer / participant brand attitudes and purchase intentions in consumers / participants from USA and Brazil in spite of the fact that their country of origin is different. Cronbach’s Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of the Structural Equation Modeling (SEM) for the hypothesis testing. This study used the Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using the Exploratory Factor Analysis (EFA) or the Principal Component Analysis (PCA). This reinforced for the use of the regression Chi Square and T statistical tests in further. Only hypothesis H3 was rejected, the rest were not. T test provided insight findings on specific subgroup significant differences. In the SEM testing, the error variance for product placement attitudes was negative for both the groups. On this The Heywood Case came in handy to fix negative values. The researcher used both quantitative and qualitative approach where closed ended questionnaires and interviews respectively were used to collect primary data. The results were additionally provided with tabulations. It can be concluded that, product placement varies markedly in the U.S. from Brazil based on the influence a range of factors provided in the study. However, there are elements of convergence probably driven by the convergence in technology. In order, product placement to become more competitive in the promotional marketing, there will be the need for researchers to extend focus from the traditional variables and add knowledge on the conventional marketplace factors that is the sell-ability of the product placement technologies and strategies.

A framework was developed called the Extended Hedonomic Hierarchy (EHH) that provides a basis for evaluating pleasurable human-system experience. Results from a number of experiments within this framework that evaluated specific dimensions of the framework are reported. The 'Exposure' component of the EHH framework and hedonics of the system were investigated to see how changes would affect other dimensions, such as the occurrence of flow, the mode of interaction, and the needs of the user. Simulations and video games were used to investigate how repeated exposure affects flow, interaction mode, and the user needs. The Kansei Engineering method was used to measure user needs and investigate the effect of different hedonic properties of the system on user needs and flow. Findings reveal that: (a) pleasurable human-system experience increases linearly with repeated exposure to the technology of interest; (b) an habituation effect of flow mediated by day; (c) motivation to satisfy human need for technology is hierarchically structured and contributes to pleasurable human-system experience; (d) interactivity is hierarchically structured and seamless mode of interaction is a behavioral outcome of pleasurable human-system experience; (e) there are individual differences among users that affect the likelihood of experiencing pleasurable human-system interaction; (f) performance is positively correlated to flow and (g) the method of kansei engineering provides data from which informed decisions about design can be made and empirical research can be conducted. Suggestions for (a) making Hedonomics a reality in industry, the workplace, and in the field of Human Factors, (b) future research directions for Hedonomics, and (c) principles and guidelines for the practice of Hedonomics are discussed.

Purpose: To investigate how attitudes of hockey supporters change towards a sponsoring company depending on fan type and team commitment. Background: Sponsorship has become a widely accepted and used as a communication tool. In Sweden, sponsoring is a large part of all advertising conducted in the country. Previous studies within the subject of sponsorship show that generally sponsorship is a good affair for companies that engage in it. When it comes to sports sponsorship, hockey is the most developed sport in Sweden. Sports sponsorship is also an area where negative effects could occur due to sponsoring and the fact that many people are very passionate when it comes to sports and their favorite teams. Considering the massive amounts that companies invest in sponsoring it is of great interest to further investigate the effects of such activities. There is quite little research conducted within sports sponsoring in Sweden and therefore it is of interest both from businesses as well as the academic world to investigate the effects of sponsorship in a Swedish context. The main focus of this study is to investigate possible positive and negative attitudes towards sponsoring companies that sponsor different teams as well as effects on brand recall based on fan commitment. Method: In order to answer the purpose of this thesis a deductive approach was applied by collecting quantitative data from an experiment, control group and a follow-up study. Theories and previous research in the subject area was used in order to establish hypothesis that later has been tested.  The data retrieved through the research was processed and analyzed using SPSS. Conclusion: The results show that attitudes towards the sponsor are positive when associated with the supported team and negative when associated with the rival team. Fans viewer frequency did not have a significant impact on positive attitudes towards the supported team while fan commitment had a strong impact on negative attitudes towards the sponsor of the rival team. Brand recall was higher with highly committed fans and is correlated with fan commitment. It is concluded that negative attitudes are easily invoked by fan commitment while it is not as easy to build positive attitude with repeated viewings.

Der wiederholte Kontakt mit einem neutralen Stimulus kann nach Zajonc (1968) zu einer Einstellungsverbesserung führen. Insbesondere die Häufigkeit der Exposition wurde intensiv untersucht und stellt eine zentrale Größe für den Mere Exposure Effect (MEE) dar. Uneindeutige Ergebnisse liegen dagegen für die Expositionsdauer vor (Bornstein, 1989). In einem Online-Experiment mit gemischtem Design (N=105) wurde der Einfluss der Gesamtdauer auf den MEE in Abhängigkeit von der Aufmerksamkeit untersucht. Die Aufmerksamkeitsmanipulation erfolgte im Sinne des Paradigmas von Betsch et al. (2010), durch eine Tastendruckbedingung, wodurch die Zeitverarbeitung gesteigert werden sollte. In den Ergebnissen zeigte sich kein Interaktionseffekt zwischen Gesamtdauer und Aufmerksamkeit. Außerdem konnte der Effekt des bloßen Kontakts nicht eindeutig identifiziert werden. Die höchste Anzahl sowie die längste Dauer der Exposition waren jedoch mit der stärksten Stimuluspräferenz assoziiert. Für die Aufmerksamkeit zeigte sich eine Einflusstendenz auf den untersuchten Effekt. Das Ergebnis einer Nebenhypothese deutet außerdem auf eine Bedeutung des Persönlichkeitsmerkmals Neurotizismus im MEE hin.:Zusammenfassung Abstract 1 Einleitung 2 Theorie 2.1 Mere Exposure Effect 2.1.1 Definition und Historie 2.1.2 Affective Primacy Model 2.1.3 Representation-Matching Model 2.1.4 Relevante Ergebnisse und Einflussfaktoren 2.2 Verarbeitung von Zeit und Häufigkeit 2.2.1 Definition und Merkmale 2.2.2 Relevante Forschungsergebnisse 2.3 Theoretische Ableitung der Hypothesen 3 Methodische Vorgehensweise 3.1 Rekrutierung und Stichprobe 3.2 Versuchsdesign 3.2.1 Unabhängige Variablen 3.2.2 Abhängige Variable 3.3 Material und Skalen 3.4 Umsetzung 3.5 Durchführung und Ablauf 3.6 Empirische Hypothesen 3.7 Auswertung und statistische Verfahren 3.8 Vorstudie 3.9 A-priori Poweranalyse 4 Ergebnisse 4.1 Deskriptive Statistik 4.2 Überprüfung der Aufmerksamkeitsmanipulation 4.3 Testung der Hypothesen 4.4 Zusätzliche Analysen 5 Diskussion 5.1 Interpretation der Ergebnisse 5.2 Einordnung der Ergebnisse 5.3 Limitationen und Probleme 5.4 Forschungsausblick 5.5 Fazit 6 Literaturverzeichnis Anhang / Repeated exposure to neutral stimuli is associated with an increase in preference (Zajonc, 1968). While the frequency of exposures is extensively researched and was found to be relevant in the mere exposure effect, the data for exposure duration is far from conclusive (Bornstein, 1989). In this study, a mixed design was used in an online-experiment (N=105) to investigate the relationship between total duration and stimulus preference depending on attentional variation. The manipulation of attention followed the paradigm of Betsch et al. (2010), in which pressing a key while the stimulus is being presented increased attention and therefore temporal processing. The results showed no interaction between total duration of exposure and attention. Moreover, there was no correlational effect of mere exposure found in this study. But both the most frequent exposure as well as the longest total duration condition where associated with the highest affective rating. In the absence of statistical significance, attention was related to the MEE. The testing of a secondary hypothesis revealed a possible importance of neuroticism in the liking of familiar versus unfamiliar stimuli.:Zusammenfassung Abstract 1 Einleitung 2 Theorie 2.1 Mere Exposure Effect 2.1.1 Definition und Historie 2.1.2 Affective Primacy Model 2.1.3 Representation-Matching Model 2.1.4 Relevante Ergebnisse und Einflussfaktoren 2.2 Verarbeitung von Zeit und Häufigkeit 2.2.1 Definition und Merkmale 2.2.2 Relevante Forschungsergebnisse 2.3 Theoretische Ableitung der Hypothesen 3 Methodische Vorgehensweise 3.1 Rekrutierung und Stichprobe 3.2 Versuchsdesign 3.2.1 Unabhängige Variablen 3.2.2 Abhängige Variable 3.3 Material und Skalen 3.4 Umsetzung 3.5 Durchführung und Ablauf 3.6 Empirische Hypothesen 3.7 Auswertung und statistische Verfahren 3.8 Vorstudie 3.9 A-priori Poweranalyse 4 Ergebnisse 4.1 Deskriptive Statistik 4.2 Überprüfung der Aufmerksamkeitsmanipulation 4.3 Testung der Hypothesen 4.4 Zusätzliche Analysen 5 Diskussion 5.1 Interpretation der Ergebnisse 5.2 Einordnung der Ergebnisse 5.3 Limitationen und Probleme 5.4 Forschungsausblick 5.5 Fazit 6 Literaturverzeichnis Anhang