Understanding the 2.5th dimension: modelling the graphic language of products

Recognizing a product of a specific brand without seeing the logo is difficult. But for companies it is important to distinguish themselves from competitors with a consistent portfolio, which will be easily recognized by their target consumers. The recognition of brands and their associated brand values can take place in different ways. In this paper a framework is discussed to analyze a brand at different levels of graphical dimensions. The proposed framework distinguishes the difference between graphics (2D), such as a logo or a text; form and shape elements (3D); and everything in-between (2,5D), which we will call ‘graphical elements’. Examples of such graphical elements are the protruding letters on a beer bottle of Grolsch, the characteristic grill of a car or the illuminated apple in a Mac Book. The framework, based on the work of Karjalainen & Warell, was developed further within an educational setting. In an elective master course, students developed a product for a specific brand using the most remarkable design features of the brand. The results of the course showed that modelling the 2.5th dimension of the products actually had a great impact on the translation of the brand values of the analyzed brands into new designs. The integration of these ‘graphical elements’ is often underexposed, but this paper shows that they can play an important role in the recognition of a brand and its brand values

Applying the proto-theory of design to explain and modify the parameter analysis method of conceptual design

This article reports on the outcomes of applying the notions provided by the reconstructed proto-theory of design, based on Aristotle’s remarks, to the parameter analysis (PA) method of conceptual design. Two research questions are addressed: (1) What further clarification and explanation to the approach of PA is provided by the proto-theory? (2) Which conclusions can be drawn from the study of an empirically derived design approach through the proto-theory regarding usefulness, validity and range of that theory? An overview of PA and an application example illustrate its present model and unique characteristics. Then, seven features of the proto-theory are explained and demonstrated through geometrical problem solving and analogies are drawn between these features and the corresponding ideas in modern design thinking. Historical and current uses of the terms analysis and synthesis in design are also outlined and contrasted, showing that caution should be exercised when applying them. Consequences regarding the design moves, process and strategy of PA allow proposing modifications to its model, while demonstrating how the ancient method of analysis can contribute to better understanding of contemporary design-theoretic issues

How do programs work to improve child nutrition?: Program impact pathways of three nongovernmental organization intervention projects in the Peruvian highlands

This paper examines the program logic of three nongovernmental, community-based programs with different intervention models to reduce childhood stunting. Two programs, Child Nutrition Program (PNI) and Good Start, focused directly on education and behavior change among caregivers, or the short routes to achieve impact, while one program, Sustainable Networks for Food Security (REDESA), focused on upstream factors, such as improving local governance and coordination, improving water and sanitation, and increasing family incomes, or the long routes to achieve impact. We compared the logic of each program as it was explicitly documented to the logic as perceived by the implementers. We elucidated the program impact pathways (PIPs) of key activities by actors at different operational levels in each program to identify congruencies and gaps in the perceptions of causal mechanisms between program activities and their intended outcomes, and analyzed them with the simple program models and logical frameworks to highlight the methodology and utility of PIPs. In a desire to move beyond static input-out models of the three programs, we designed and conducted data collection activities (document review, semi-structured interviews, and observations) with the intention of gaining insights about those aspects of the program that brought causal mechanisms of a given program into clearer focus. We propose that different methods for eliciting PIPs may be necessary at different operational levels. The interview method elicited more complete responses among those who are familiar with programmatic concepts, whereas actors at the local operational level provided sparse and fragmentary responses, even when simple, common language was used during the interviews. Group participatory processes, using visual aids, may be more effective for mapping the perceptions of those who are not accustomed to articulating information about programs. To reduce the length and frequency of interviews with program actors, initial PIPs could also be constructed from program documents, then discussed and revised iteratively with program actors. Although program logic models and the logical frameworks provide a succinct overview of the program (for communication, strategic planning, and management), we found that PIPs provide a better representation of the causal connections between program activities and results, particularly when both upstream and direct intervention activities were part of the same program. PIPs provide a visual tool for tracking how activities were perceived to work and make an impact, bringing into focus the different pathways of the activities and influences along the way. Beyond the logical sequence of program inputs, outputs, and outcomes, the conceptualization of impact pathways is a useful approach for understanding the causal connections required for impact and for identifying where attention and reinforcements may be required within program operation. The utility of this tool warrants its use not only during final evaluation but also during mid-program monitoring and relevant assessments. National- and regional-level program actors had good understanding of the overarching frameworks and principles of their respective programs as well as the program components and activities. They demonstrated a strong coherence to the program documents, provided similar cohesive responses, and were able to articulate the impact pathways. However, program actors at the national level identified fewer facilitators and barriers along the impact pathways than did the local actors, revealing that the practical dimensions of the impact pathways were not as evident to planners and managers farther from the communities. Although program actors at the local level were more apt to provide practical examples of influencing factors or incidents that occur during implementation, they had difficulty fully articulating their perceived PIPs and provided fragmented views of how the activities linked to their outcomes. Similar patterns were found across the three programs. This finding raises the question of desirability of a common understanding of the goals and pathways by which these outcomes are achieved or the acceptability of diversity of perspectives. It is still unclear whether program effectiveness may be improved through greater congruency in the PIPs. Future research should elucidate how congruency of PIPs among program actors across operational levels could be increased, and whether greater congruency would improve program implementation and effectiveness.program impact pathway, program logic model, logical framework, childhood stunting, child nutrition programs,

Multimodal image analysis of the human brain

Gedurende de laatste decennia heeft de snelle ontwikkeling van multi-modale en niet-invasieve hersenbeeldvorming technologieën een revolutie teweeg gebracht in de mogelijkheid om de structuur en functionaliteit van de hersens te bestuderen. Er is grote vooruitgang geboekt in het beoordelen van hersenschade door gebruik te maken van Magnetic Reconance Imaging (MRI), terwijl Elektroencefalografie (EEG) beschouwd wordt als de gouden standaard voor diagnose van neurologische afwijkingen. In deze thesis focussen we op de ontwikkeling van nieuwe technieken voor multi-modale beeldanalyse van het menselijke brein, waaronder MRI segmentatie en EEG bronlokalisatie. Hierdoor voegen we theorie en praktijk samen waarbij we focussen op twee medische applicaties: (1) automatische 3D MRI segmentatie van de volwassen hersens en (2) multi-modale EEG-MRI data analyse van de hersens van een pasgeborene met perinatale hersenschade. We besteden veel aandacht aan de verbetering en ontwikkeling van nieuwe methoden voor accurate en ruisrobuuste beeldsegmentatie, dewelke daarna succesvol gebruikt worden voor de segmentatie van hersens in MRI van zowel volwassen als pasgeborenen. Daarenboven ontwikkelden we een geïntegreerd multi-modaal methode voor de EEG bronlokalisatie in de hersenen van een pasgeborene. Deze lokalisatie wordt gebruikt voor de vergelijkende studie tussen een EEG aanval bij pasgeborenen en acute perinatale hersenletsels zichtbaar in MRI

Methods for multi-spectral image fusion: identifying stable and repeatable information across the visible and infrared spectra

Fusion of images captured from different viewpoints is a well-known challenge in computer vision with many established approaches and applications; however, if the observations are captured by sensors also separated by wavelength, this challenge is compounded significantly. This dissertation presents an investigation into the fusion of visible and thermal image information from two front-facing sensors mounted side-by-side. The primary focus of this work is the development of methods that enable us to map and overlay multi-spectral information; the goal is to establish a combined image in which each pixel contains both colour and thermal information. Pixel-level fusion of these distinct modalities is approached using computational stereo methods; the focus is on the viewpoint alignment and correspondence search/matching stages of processing. Frequency domain analysis is performed using a method called phase congruency. An extensive investigation of this method is carried out with two major objectives: to identify predictable relationships between the elements extracted from each modality, and to establish a stable representation of the common information captured by both sensors. Phase congruency is shown to be a stable edge detector and repeatable spatial similarity measure for multi-spectral information; this result forms the basis for the methods developed in the subsequent chapters of this work. The feasibility of automatic alignment with sparse feature-correspondence methods is investigated. It is found that conventional methods fail to match inter-spectrum correspondences, motivating the development of an edge orientation histogram (EOH) descriptor which incorporates elements of the phase congruency process. A cost function, which incorporates the outputs of the phase congruency process and the mutual information similarity measure, is developed for computational stereo correspondence matching. An evaluation of the proposed cost function shows it to be an effective similarity measure for multi-spectral information

Neighborhood Defined Feature Selection Strategy for Improved Face Recognition in Different Sensor Modalitie

A novel feature selection strategy for improved face recognition in images with variations due to illumination conditions, facial expressions, and partial occlusions is presented in this dissertation. A hybrid face recognition system that uses feature maps of phase congruency and modular kernel spaces is developed. Phase congruency provides a measure that is independent of the overall magnitude of a signal, making it invariant to variations in image illumination and contrast. A novel modular kernel spaces approach is developed and implemented on the phase congruency feature maps. Smaller sub-regions from a predefined neighborhood within the phase congruency images of the training samples are merged to obtain a large set of features. These features are then projected into higher dimensional spaces using kernel methods. The unique modularization procedure developed in this research takes into consideration that the facial variations in a real world scenario are confined to local regions. The additional pixel dependencies that are considered based on their importance help in providing additional information for classification. This procedure also helps in robust localization of the variations, further improving classification accuracy. The effectiveness of the new feature selection strategy has been demonstrated by employing it in two specific applications via face authentication in low resolution cameras and face recognition using multiple sensors (visible and infrared). The face authentication system uses low quality images captured by a web camera. The optical sensor of the web camera is very sensitive to environmental illumination variations. It is observed that the feature selection policy overcomes the facial and environmental variations. A methodology based on multiple training images and clustering is also incorporated to overcome the additional challenges of computational efficiency and the subject\u27s non involvement. A multi-sensor image fusion based face recognition methodology that uses the proposed feature selection technique is presented in this dissertation. Research studies have indicated that complementary information from different sensors helps in improving the recognition accuracy compared to individual modalities. A decision level fusion methodology is also developed which provides better performance compared to individual as well as data level fusion modalities. The new decision level fusion technique is also robust to registration discrepancies, which is a very important factor in operational scenarios. Research work is progressing to use the new face recognition technique in multi-view images by employing independent systems for separate views and integrating the results with an appropriate voting procedure

“Reality is in the air”: concept of perceived augmentation and exploration of its impact on consumer experience

Augmented reality (AR) technology is becoming increasingly used in marketing as a tool for enhancing consumer experience. Developed and defined in the fields of computer science and human-computer interaction, AR technology simulates an overlay of virtual annotations in the physical environment and interacts with it in real- time (Azuma et al., 2001). Some popular examples of AR include virtual mirrors (Ray Ban, ModiFace) and smartphone applications that simulate products such as furniture (IKEA). Despite its increasing deployment in marketing, related academic research about the significance of AR for consumer experience and its impact on consumer behavior has been scarce. This thesis approaches this gap in the literature by studying media characteristics of AR and examining their impact on consumer affective, cognitive and behavioral responses, following the approach of Theory of Interactive Media Effects by Sundar et al. (2015). Throughout a series of four articles, it aims to define salient media characteristics of AR technology and evaluate how they alter consumer experience. The 1st article examines to which extent AR shares media characteristics of other interactive technologies and how these characteristics – namely interactivity, modality, hypertextuality, connectivity, location-specificity, mobility, virtuality – influence consumer responses. Based on a literature review, a research agenda is proposed that identifies the knowledge gaps related to the impact of AR on various types of consumer responses. For example, it suggests that future research should investigate: how lower levels of hypertextuality in an AR app influence consumer satisfaction and exploratory behavior; how can AR represent a social experience, given that little connectivity is present in the current AR apps; what combinations of modality in terms of text, visuals and audio are most effective for AR; to which extent consumers perceive AR apps to be interactive and how that impacts their experience. Finally, the research agenda also underlines the importance of investigating the AR media characteristic augmentation (Preece et al., 2015), absent in previous interactive technologies. The 2nd article focuses on two salient media characteristics of AR apps – interactivity and augmentation. It shows that the presence of AR does not translate into an app being perceived as more interactive in comparison to a non-AR app in terms of control and responsiveness. On the other hand, the study offers first evidence that perceived augmentation is significantly higher for AR apps than for non-AR apps and that it represents a suitable psychological correlate (Sundar et al., 2015) for measuring the perception of AR characteristics that set it apart from other technologies. Two experimental studies demonstrate that perceived augmentation impacts the level of immersion into flow, which then mediates the impact of perceived augmentation on consumer attitude towards the app and behavioral intentions to use it again and talk about it. Based on the previous study, the 3rd article further develops the measurement items of perceived augmentation and investigates its impact on consumer experience. An in-the-wild study (Rogers, 2012) was conducted in a retail store, where we observed consumers’ interaction with an AR make-up try-on application. The findings show that such an application creates a playful experience and that shoppers would use such tool to narrow their consideration set or, in some cases, to even choose products to purchase. Furthermore, the survey study confirms that perceived augmentation significantly relates with playfulness, perceived convenience and behavioral intentions. Finally, a more complete scale for perceived augmentation is developed and validated in the 4th article. Items are refined through several qualitative studies, based on which we propose that perceived augmentation is comprised of two dimensions – virtual enhancement and virtual- physical congruency. An online study with 213 participants confirms this dimensionality and, furthermore, shows that virtual-physical congruency elicits significant impact on enjoyment and perceived informedness, which further impacts future use and purchase intention, while virtual enhancement does not yield a similar impact. The contribution of this thesis lies in defining perceived augmentation as the psychological correlate of AR’s unique media characteristic, augmentation, and in proposing and validating its measurement items. Furthermore, a series of three larger studies, all situated in different contexts (in a lab, in a retail store, online), explain how perceived augmentation yields a significant impact on consumer affective responses and behavioral intentions, and in some cases also on cognitive responses such as perceived convenience and informedness. It also highlights the importance of AR app integration in a specific context, which can prevent it from being perceived as gimmicky. The results of this work have implications for both practitioners and academics and offer numerous directions for future research

Classification of Empirical Work on Sales Promotion: A Synthesis for Managerial Decision Making

Sales Promotion activities have gained strategic focus as markets are getting complex and competitive. Key managerial concerns in this area are budget allocation across elements of promotions as well as trade vis. consumer promotion, how to design individual sales promotion techniques and a calendar in face of competitive promotions, how to manage them and evaluate the short-term and long-term impact of the same. The objective of this paper is to present, through Meta-analysis, an overview of recent contributions appearing in scholastic journals relevant to the field of Sales Promotion, to classify them into different classificatory framework, report key findings, highlight the managerial implications and raise issues. The database used is the EBSCO host available on VSLLAN (Library)- Indian Institute of Management Ahmedabad). The selection procedure consisted of peer-reviewed scholarly contributions for recent five year period. Out of more than 700 articles 64 article were selected which were analyzed for classifying them into • Perspective addressed: Manufacturer, retailer or consumer. • Market [country where the research was undertaken] • Type of promotion activity addressed - coupon, contest, price cut etc. • Management function addressed: planning, implementation, control [evaluation] • It was found that majority of the articles addressed manufacturers perspectives ; almost all studies were done in developed countries ; coupon as a consumer promotion tool was widely researched; and more than half of the articles were addressing planning related issues. Finally attempt has been made to synthesize managerial implications of the studies under broad topic areas for guidelines for managers.

Impact of Cultural Exposure and Message Framing on Oral Health Behavior: Exploring the Role of Message Memory.

BACKGROUND: Health messages are more effective when framed to be congruent with recipient characteristics, and health practitioners can strategically choose message features to promote adherence to recommended behaviors. We present exposure to US culture as a moderator of the impact of gain-frame versus loss-frame messages. Since US culture emphasizes individualism and approach orientation, greater cultural exposure was expected to predict improved patient choices and memory for gain-framed messages, whereas individuals with less exposure to US culture would show these advantages for loss-framed messages. METHODS: 223 participants viewed a written oral health message in 1 of 3 randomized conditions-gain-frame, loss-frame, or no-message control-and were given 10 flosses. Cultural exposure was measured with the proportions of life spent and parents born in the US. At baseline and 1 week later, participants completed recall tests and reported recent flossing behavior. RESULTS: Message frame and cultural exposure interacted to predict improved patient decisions (increased flossing) and memory maintenance for the health message over 1 week; for example, those with low cultural exposure who saw a loss-frame message flossed more. Incongruent messages led to the same flossing rates as no message. Memory retention did not explain the effect of message congruency on flossing. LIMITATIONS: Flossing behavior was self-reported. Cultural exposure may only have practical application in either highly individualistic or collectivistic countries. CONCLUSIONS: In health care settings where patients are urged to follow a behavior, asking basic demographic questions could allow medical practitioners to intentionally communicate in terms of gains or losses to improve patient decision making and treatment adherence