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Measuring Physiological Arousal Towards Packaging: Tracking Electrodermal Activity Within The Consumer Shopping Environment, Rupert Andrew Hurley, Dan E. Hutcherson, Charles E. Tonkin, Shaundra B. Dailey, Julie C. Rice

Journal of Applied Packaging Research

Contrasted against the popular belief that consumers make purely rational decisions, purchasing decisions are rapid, subconscious, and emotional decisions. In order to understand a consumer’s purchasing decisions, we suggest finding methods beyond focus groups, which typify this type of research, to measure and interpret consumer reactions to various packaging designs. In this paper, we examine electrodermal activity, a measure of emotional arousal, and eye tracking in the context of a realistic shopping environment as possible measures to support insight into customer preference of packaging. We hypothesized that presenting consumers with an experience more closely related to actual shopping would encourage …

Fear Feedback Loop: Creative And Dynamic Fear Experiences Driven By User Emotion, Charlene Dimeglio

Theses

This thesis examines whether it is possible to generate fear-eliciting media that custom fits to the user. The system described uses a genetic algorithm to produce images that get more scary through the generations in reaction to either physiological signals obtained from the user or a user-provided fear rating. The system was able to detect differing levels of fear using a regression trained on EEG and heart rate data gathered while users view clips from horror movies. It was also found to produce images with significantly higher fear ratings at the fifth generation as compared to the first generation. These …

Dancing In Silence, Moyu Zhang

Theses

I seek to create objects that reveal their essential quality and simplicity as a means to convey my attitudes toward life. I intend to capture the essence of emotion by looking deeply into the spiritual and the invisible through my pieces.

I intend to apply two very different visual logics: minimal simplicity and a richness of color and form. I hope to create contrast, tension, and a sense of discovery. I want to experiment with materials, such as different wood species, stained wood, and acrylic painted wood; I also want to experiment with colors, textures, patterns and graphics. I see …

Effects Of Virtual Humans’ Facial Emotional Displays On Persuasion, Yuqiong Wang

Theses

This dissertation explores the effect of virtual humans’ facial emotional displays in the context of persuasion. In a collaborative problem-solving game, participants received persuasive information from a virtual teammate. The first study demonstrated that a subservient virtual teammate’s facial emotional displays reduced his or her persuasive capacity. The second study revealed that the effect of a virtual human’s facial emotional displays was jointly determined by whether the observer was in power, and/or whether the observer considered it appropriate to express emotions. Emotional expressions undermined persuasion when the observer overpowered the virtual human, and/or when the observer perceived emotional expressions to …