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Color and brand personality traits: measuring associations using pathfinder associative networks

Description
Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains…

Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that such patterns exist, although the exact associations are difficult to predict. If such patterns are found, they can assist in creating a valuable design tool with wide range of applications in product design, manufacturing, and marketing.
ContributorsToteva, Maya (Author) / Branaghan, Russell (Thesis advisor) / Gray, Rob (Committee member) / Craig, Scotty (Committee member) / Arizona State University (Publisher)
Created2017
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Synchrony: biometric indication of team cognition

Description
The goal of this experiment is to observe the relation between synchrony and performance in 3-person teams in a simulated Army medic training environment (i.e., Monitoring Extracting and Decoding Indicators of Cognitive workload: MEDIC). The cardiac measure Interbeat-Interval (IBI) was monitored during a physically oriented, and a cognitively oriented…

The goal of this experiment is to observe the relation between synchrony and performance in 3-person teams in a simulated Army medic training environment (i.e., Monitoring Extracting and Decoding Indicators of Cognitive workload: MEDIC). The cardiac measure Interbeat-Interval (IBI) was monitored during a physically oriented, and a cognitively oriented task. IBI was measured using NIRS (Near-Infrared Spectrology), and performance was measured using a team task score during a balance board and puzzle task. Synchrony has not previously been monitored across completely different tasks in the same experiment. I hypothesize that teams with high synchrony will show high performance on both tasks. Although no significant results were discovered by the correlational analysis, a trend was revealed that suggests there is a positive relationship between synchrony and performance. This study has contributed to the literature by monitoring physiological measures in a simulated team training environment, making suggestions for future research.
ContributorsFedele, Michael A (Author) / Cooke, Nancy J. (Thesis advisor) / Gray, Rob (Committee member) / Roscoe, Rod (Committee member) / Arizona State University (Publisher)
Created2016