This study examines whether hope appeal and fear appeal in service advertisements would significantly influence consumers¡¦ perception of innovation characteristics such as relative advantage, compatibility, and perceived risk, thus further influence the consumers¡¦ decision on whether to adopt the innovative service product or not. As to the literature support, the researcher advocate that when consumer perceives a stronger appeal of hope or fear, he/she will generate a selective exposure to the information from the specific advertisement, thus further influence the consumers¡¦ adoption decision. And by experimental design, besides the main effect of hope and fear appeal, the researcher also considered and included the negative reactivity of consumers and also the amount of benefit information within the advertisement to explore their moderating roles in the effects of emotional appeal on the customers¡¦ adaptation of service innovation. The results shows that except perceived risk, other perceived innovative characteristics (compatibility and relative advantages) are significantly affected by the hope and fear appeal. The result also shows that perceived innovative characteristics partially mediate the effect of emotional appeal on the customers¡¦ adaptation of service innovation. But unexpectedly, negative reactivity and the amount of benefits information within the advertisement do not show significant moderating effects on the relationship between emotional appeal and adaptation of service innovation.

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Les systèmes sensorimoteurs autonomes, placés dans des environnements dynamiques, doivent répondre continuellement à la question ultime: comment contrôler les commandes motrices à partir des entrées sensorielles? Répondre à cette question est un problème très complexe, principalement à cause de l'énorme quantité d'informations qui doit être traitée, tout en respectant plusieurs restrictions: contraintes de temps réel, espace mémoire restreint, et capacité de traitement des données limitée. Un autre défi majeur consiste à traiter l'information incomplète et imprécise, habituellement présente dans des environnements dynamiques. Cette thèse s'intéresse au problème posé par la commande des systèmes sensorimoteurs autonomes et propose un enchaînement d'hypothèses et de simplifications. Ces hypothèses et simplifications sont définies dans un cadre mathématique précis et strict appelé programmation bayésienne, une extension des réseaux bayésiens. L'enchaînement se présente en cinq paliers: utilisation d'états internes; les hypothèses de Markov de premier ordre, de stationnarité et les filtres bayésiens; exploitation de l'indépendance partielle entre les variables d'état; addition d'un mécanisme de choix de comportement;la focalisation de l'attention guidée par l'intention de comportement. La description de chaque étape est suivie de son analyse selon les exigences de mémoire, de complexité de calcul, et de difficulté de modélisation. Nous présentons également des discussions approfondies concernant d'une part la programmation des robots et d'autre part les systèmes cognitifs. Enfin, nous décrivons l'application de ce cadre de programmation à un robot mobile.

This study examines the effect of motivation on political selective exposure and selective perception using an online experiment. Studies have found that though people have a preference for like-minded political information over counter-attitudinal information, they do not avoid counter-attitudinal political information altogether (Garrett, 2009; Garrett, Carnahan, & Lynch, 2011; Stroud, 2008). This study examines under what conditions people are likely to expose themselves to more like-minded information than counter-attitudinal information and under what conditions people are likely to seek out more counter-attitudinal information than like-minded information. Based on the theory of motivated reasoning and Hart et al. (2009)'s model, I proposed a model that explained selective exposure and selective perception based on motivation. Defense motivation, the motivation to hold attitude-consistent cognitions with one's original attitudes, beliefs, or behaviors, was predicted to increase selective exposure and selective perception. Accuracy motivation, the motivation to arrive at the correct conclusion, was predicted to reduce selective exposure and selective perception. Finally, information utility motivation, the motivation to choose information that has the highest utility, was predicted to reduce selective exposure when counter-attitudinal information was equally useful as attitude-consistent information, but increase selective exposure when attitude-consistent information was more useful than counter-attitudinal information. In both cases, it was predicted that the selective perception pattern would not be changed. The study also tested the additive effect of the three motivations and examined which motivation can override other motivations in determining selective exposure and selective perception. Results showed that accuracy motivation was effective in reducing selective exposure for both strong partisans and those who were not strong partisans. Accuracy motivation can override defense motivation in affecting selective exposure. Information utility alone, defense motivation alone, and the combination of the three motivations produced mixed results. Accuracy motivation was effective in reducing selective perception for those who were not strong partisans. The link between selective exposure and selective perception was not found.

This thesis deals with use of Information technology for analysis of exposure to advertising communications, focusing on outdoor advertising.In the theoretical part is a brief outline of the beginnings and development of advertising, its effects on people, whether it can change their consumption behaviour, its position in the modern world and the way new technology along with psychology can be used for its analysis. The second part gives insight in the practical research of effects of outdoor advertising on people. There is an approach of Eye Camera technology in praxis, preparation for research, problems solved in its course. Data obtained are both verbally and graphically interpreted.