Browsing by Author "Sivakumar, Gayathri, committee member"
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Item Open Access Creating brand communities: a phenomenological study on media and the psychology of brand magic(Colorado State University. Libraries, 2017) Goodwin, Jill Suzanne, author; Luft, Gregory N., advisor; Switzer, Jamie S., committee member; Sivakumar, Gayathri, committee member; Donavan, D. Todd, committee memberUnderstanding the complexities of the consumer-brand relationship is an ongoing area of study in multiple fields. Stemming from the notion that brands convey cultural meaning, brand community studies focus specifically on the process of meaning creation. The traditional focus of brand community research has been on social interaction. However, newer research points to the psychological formation of brand communities in the absence of social interaction. The psychological sense of brand community (PSBC) model was created to account for this newer area of research. Mental models are the cognitive model individuals form to interact with the world around them. Based in psychology, mental model research postulates that individuals must first be able to internally represent their external world in order to interact with it. Mental model theory provides a foundation for insight to the individual's reality of the brand community relationship at the social and psychological level. Thus, this study will use a qualitative phenomenological approach to elicit and explore the expressed mental models of members that self-identify with a brand community when exposed to branded media. In particular, this study centers around the Disney brand and how Disney's use of video advertisements activates PSBC among a loyal following. By using a brand exemplar to study this phenomenon, common themes of the consumer-brand relationship are revealed that give insight to the types of internal representations of external reality elicited by branded media exposure. By gaining a better understanding of the difference between psychological and social brand communities, media communication scholars can gain a deeper understanding of how the types of messages created for a brand can foster a sense of relationship with the brand.Item Open Access Message effectiveness in the local food context(Colorado State University. Libraries, 2016) Koroulis, Catharine Kelly, author; Abrams, Katherine, advisor; Sivakumar, Gayathri, committee member; Thilmany-McFadden, Dawn, committee memberThe local food movement has grown in popularity and might be beneficial both to individuals and communities. Most messaging strategies around local foods incorporate environmental or social elements, however a dominant branding strategy does not currently exist. We uncovered three common factors that were found in several studies on motivators to purchase local foods. These motivating factors were food quality, healthfulness, and support of local farmers. We sought to identify if message frames around these motivations created positive attitudes and behavioral intent to purchase local foods. To test this relationship 408 study participants were recruited from general education courses at Colorado State University. The theories included in this study were framing theory and the theory of planned behavior, which includes attitude, subjective norms, perceived behavioral control, and behavioral intent. Personality traits have been shown to moderate the effectiveness of message frames as well as attitudes toward local food. Therefore, personality traits were also taken into consideration as potentially moderating the relationship between frame type and attitudes/behavioral intent to purchase local foods. The factor-five model was used to evaluate personality types. The factor-five model includes the personality types neuroticism, extraversion, agreeableness, openness, and conscientiousness. Our results show that each frame type did not significantly influence participants’ attitudes, subjective norms, perceived behavioral control, or behavioral intent to purchase local foods. This was the case both before and after personality traits were taken into consideration as moderating the relationship between frame type and behavioral intent. However, our main analysis did reveal that the personality trait openness is significantly related to each element of the theory of planned behavior model. Additional exploratory analysis shows that females are more likely to have favorable attitudes toward local food than males. Exploratory analysis also revealed that current and past production of food is related to a greater perceived behavioral control to purchase local foods. We suggest that the study might yield more meaningful results if pre-existing attitudes and elaboration on behalf of participants had been considered. We recommend a replication of this study with message strength and quality taken into greater consideration. In two separate areas of study, we also recommend further research on the relationship between attitudes toward local food and degrees of separation from food production as well as a possible link between the personality trait openness and local food sales.Item Open Access Presence, what is it good for? Exploring the benefits of virtual reality at evoking empathy towards the marginalized(Colorado State University. Libraries, 2020) Boehm, Nicholas, author; Long, Marilee, advisor; Humphrey, Michael, committee member; Shomaker, Lauren, committee member; Sivakumar, Gayathri, committee member; Stallones, Lorann, committee memberThis study examines the relationship between physical presence and empathy across three technology modalities: 1) virtual reality head-mount displays, 2) desktop virtual reality, and 3) text narratives with photographs displayed on a computer screen. Additionally, it examines if public support for a novel public health intervention increases when participants engage in a perspective-taking exercise designed to evoke empathy. Last, the study explores whether the benefits of empathy arousal, specifically the reduction of stereotypes toward the marginalized, depend on the technology modality used in the perspective-taking exercise. Prior studies have consistently found a positive correlation between physical presence and fear and anxiety, especially studies that have used virtual reality head-mount displays to induce presence. However, few studies have examined the relationship between physical presence and empathy. Although some studies have found a positive correlation between physical presence and empathy, these studies are few, lack comprehensive and consistent measurement, and commonly do not test the superiority of virtual reality head-mount displays at evoking empathy against more traditional technology modalities. Last, studies using virtual reality head-mount displays have found inconsistent results in how empathy affects public support and stereotypes. A 1x4 lab experiment (N = 199) was carried out to fill in these research gaps. Results include the follow: 1) physical presence was higher in the virtual reality head-mount display condition compared to the desktop virtual-reality condition and the text narrative and photograph condition; 2) physical presence was positively correlated with all four dimensions of empathy—perspective taking, fantasy, personal distress, and empathic concern; however, the relationship between presence and empathic concern was moderated by participants' mental health; 3) the amount of empathy participants experienced did not differ by experimental condition; however, cognitive empathy was lower in the control condition compared to each experimental condition; 4) public support was positively correlated with three of the four dimensions of empathy including perspective taking, fantasy, and empathic concern; 5) perceptions of stereotypes of people who inject drugs were higher in the control condition compared to the desktop virtual-reality condition and text narrative condition, but not the virtual reality head-mount display condition. Overall, this study adds to a growing body of literature exploring the benefits of virtual-reality perspective-taking exercises in three important ways. First, this study strengthens the assertion that virtual-reality head-mount displays produce more physical presence compared to desktop virtual reality and text narratives with photographs. Second, aligned with prior research, this study provides evidence of a positive correlation between physical presence and empathy arousal. However, in this study, empathy arousal appears to be increasing presence, which is a different causal pathway then the study predicted.Last, this study found that the virtual-reality head-mount display condition was the only experimental condition that did not significantly reduce stereotypes. Together, these results suggest both potential advantages and disadvantages for using virtual reality in perspective-taking exercises.Item Open Access Risky photography in national parks: an examination of the role of online identity management in wildlife risk perceptions(Colorado State University. Libraries, 2018) Evans, Caitlin, author; Abrams, Katie, advisor; Sivakumar, Gayathri, committee member; Long, Marilee, committee member; Williams, Elizabeth, committee member; Teel, Tara, committee memberTechnology and an ever-growing online culture have created a new space to display, modify, and maintain personal identity. These spaces can often perpetuate risky behaviors offline by creating a need to share, comment, and like photographs and status updates. This need for online spaces is blurring our online and offline identities. Previous research has indicated a motivating factor for social interaction as the need for social capital. Social capital is defined by the resources we gain from our connections with others and online spaces might be creating a new space to foster and maintain these connections with others. Research has also indicated multiple types of social norms as a factors in the human decision-making process. This is true for both risk communication and environmental communication research. This research examined the relationship between online identity management and risk perceptions pertaining to approaching wildlife in national parks to take photos. It proposed a theoretical model of wildlife risk perceptions and identity that investigated relationships between online wildlife photography social norms, online social capital, online identity management, wildlife risk perceptions, wildlife risk social norms and the likelihood of taking risky wildlife photographs. Utilizing survey methodology, college students were asked a series of Likert-style question. Pearson's correlations were conducted to investigate the relationships among some of the independent variables. A multiple linear regression analysis was conducted to investigate the impact the independent variables (online wildlife photography social norms, wildlife risk social norms, wildlife risk perceptions, interest in online identity management, and social capital) have on the dependent variable (likelihood of taking risky wildlife photographs). Finally, a multiple linear regression with interaction effect was conducted in order to investigate a connection between wildlife risk perceptions and interest in online identity management. Participants were also asked open-ended questions in order to get a more in-depth analysis of motivating factors for risky wildlife photography. Findings indicate that social norms impact the likelihood to take risky wildlife photographs both directly and indirectly through their correlation with wildlife risk perceptions. Online social capital and social norms both influence online identity management. Wildlife risk perceptions, wildlife risk social norms, and park familiarity significantly predict the likelihood of taking risky wildlife photographs. The qualitative data indicated a difference in individual's beliefs about the risk level of certain wildlife. Risk perceptions and what influences those perceptions seem to be the factors most influential in the likelihood of taking risky wildlife photographs. Social norms, risk perceptions, and online identity play a small part in the decision to take risky wildlife photographs. Participants also seemed to think that education about wildlife or illustrating negative experiences might increase risk perceptions and cause people to think twice about getting too close to wildlife in a national park. The complicated nature of risk perceptions poses a problem when it comes to message design. Different people have different perceptions about certain types of wildlife. However, increasing awareness about the dangers of wildlife, pointing out how getting close to wildlife is dangerous for the wildlife themselves, creating social norms about behavior around wildlife all might be potential avenues that communication practitioners and park staff could use to help reduce human-wildlife interactions in parks.Item Open Access Shades of risk: a mixed-methods approach to designing and testing a new hurricane map graphic(Colorado State University. Libraries, 2023) Rosen, Zoey, author; Long, Marilee, advisor; Abrams, Katie, committee member; Sivakumar, Gayathri, committee member; Magzamen, Sheryl, committee member; Most, David, committee memberMap graphics are a popular tool for hazard risk communication, layered with numerical, verbal, and visual information to describe an uncertain threat. In the hurricane context, graphics are used to communicate the probability of different threats over a forecasting period. While hurricane graphics have been studied in the past, they have not been analyzed from the design phase through to the intended audience. Additionally, hurricane graphics have not been designed with colorblind-friendly accessibility in mind. This dissertation presents the results of a three-phase, mixed methods study: (a) graphic development, (b) testing with expert user groups, and (c) testing with a public sample. In the development phase (a), I used the best practices for using probability language, color schemes, and localization into map graphics from literature in forecasting, communication, universal design, and emergency management. Additionally, I held informal interviews with professionals from the National Hurricane Center to develop the prototype with their recommendations for the design. In the first testing phase b, I interviewed 19 expert users (emergency managers and meteorologists) from Florida and Louisiana about their preferences for and feedback on the design elements of a new hurricane graphic, as well as if there were individual characteristics that influenced how accurate they were in interpreting wind exceedance data, such as risk perception, confidence, experience, spatial cognition, and numeracy levels. In phase c, I tested the wind exceedance graphic prototypes using a public sample (n = 624) from Louisiana and Florida to gather data on the accuracy of their interpretations for the graphic, again measuring confidence, experience, spatial cognition, and numeracy levels, as well as their design preferences and risk perceptions. The results of the two testing phases (b and c) center around how accurate experts and the public were with interpreting the graphic, as well as if there were other factors that influenced this accuracy, such as spatial cognition or numeracy. Additionally, the results describe both groups' design preferences, risk perceptions of the color schemes and overlays, and how experts think about vulnerability when using the graphic. In both groups, numeracy and spatial cognition were found to predict accuracy of interpretation for a wind exceedance graphic prototype. Likewise, both confidence and experience were found to have a positive relationship with accuracy. Regarding the design choices, both experts and the public preferred a yellow-to-red scheme, though experts thought the yellow-to-red scheme presented the hazard as riskier and the public thought the reds-only was riskier. Adding overlays to the graphic, such as interstates or city landmarks, helped the participants to orient themselves on the map. Experts and the public preferred that there were overlays added to the graphic and scored this version of the graphic as risker than a version without any overlays. The addition of the overlays prompted expert users to think more about the risk and vulnerability of the people in those areas on the map. Vulnerability was conceptualized from both a physical and social standpoint by the experts and applied to how they would use the wind exceedance graphic in a briefing to communicate to their community partners. Overall, this research provides a model for how hazard risk map graphics can be studied from design through implementation. Additionally, I captured how experts think about vulnerability in their communities when shown a forecast map graphic. The conclusion of this dissertation also provides practical recommendations for experts who want to apply the universal design aspects into new hurricane graphics.Item Open Access Sharing health risk behaviors on social media(Colorado State University. Libraries, 2021) Ross, Abigail Lynn, author; Long, Marilee, advisor; Sivakumar, Gayathri, committee member; Few, Meara, committee memberThe popularity of social media platforms has provided an outlet for young adults to display risky health behaviors. Previous research has shown sites, such as Facebook provide the perfect platform to share drinking, drug use and sexual behaviors. With the creation of Snapchat and its unique disappearing content affordance, it is the perfect platform to examine how and why young adults display risk health behaviors on social media. A uses and gratifications theoretical framework was used to help understand how and why college students use Snapchat to display risky health behaviors, specifically alcohol and marijuana use. Particularly the researcher was interested gratifications from sharing risky health behaviors on Snapchat, affordances of the platform, if there was a relationship between content sent and received on Snapchat versus Instagram, and if there was a relationship between age and sharing risky health behaviors on Snapchat. Instagram was included as a comparison to Snapchat since the platforms share some affordances and Instagram, like Snapchat, is popular with the age group studied. For this study, 194 participants were recruited from undergraduate journalism classes at Colorado State University to complete an online survey. This population was chosen because it was reasonable to assume that participants were members of Gen-Z, who make up 82% of Snapchat users ("21 Snapchat Stats That Matter to Social Media Marketers," 2020). This sample also included participants who had not reached the legal age for consuming alcohol and marijuana in Colorado, as well as participants who had reached the legal age. The results showed that, when alcohol-related and marijuana-related content were analyzed together, social sharing was the most highly rated gratification from sharing risky health behaviors on Snapchat. When examining affordances, the researcher thought the disappearing content affordance would be the most highly rated reason for using Snapchat. However, it was found that selectivity when sharing content with a few friends was the most highly rated reason for using Snapchat. Results also indicated that participants sent and received alcohol-related and marijuana-related content more often on Snapchat than Instagram. Last, while no relationship was found between age and sending alcohol-related and marijuana-related content, there was a relationship between age and receiving alcohol-related and marijuana-related content. Limitations, practical applications, and recommendations for future research were also discussed.Item Open Access Veterans' brains and the positive and negative perceptions of mental health care; realities virtual and otherwise(Colorado State University. Libraries, 2017) Gingras, Chelsea, author; Seel, Pete, advisor; Sivakumar, Gayathri, committee member; Snodgrass, Jeffrey, committee memberThe purpose of this study is to identify the benefits of using virtual reality exposure therapy (VRET) to treat veterans who suffer from posttraumatic stress disorder (PTSD), and to ascertain the efficacy of the treatment. In order to evaluate VRET as an effective treatment, prior case studies utilizing VRET will be analyzed to answer the research questions through the method of content analysis. Nine case studies were studied and coded for themes revolving around gender, age, education, definition of PTSD, the lapse of time between trauma and treatment, deployment length and location, and type of technology used. Findings across the board indicate that this method of treatment is highly effective and should continue to be utilized by practitioners in the treatment of veterans with PTSD. Specific research questions did not all arrive at conclusive answers, as the amount of data available and studied is limited. Information on gender, age, and education level are not readily available, and this study suggests that further research be completed in these areas in order to better understand and cater to these specific populations.Item Open Access Visual cues and the bandwagon effect: do images and review votes make online reviews more credible?(Colorado State University. Libraries, 2021) Zhu, Lina, author; Park, Young Eun, advisor; Sivakumar, Gayathri, committee member; Robinson, Arnold, committee memberUsing the dual-process theory, this study aims at examining the impact of customers- uploaded images and the number of review votes on consumers' perceived credibility of the review, attitudes, and purchase intention towards the reviewed product. In the experiments, 256 participants participated in a 2 (image: images vs. no images) × 2 (review vote: a large review vote vs. a small review vote) between-subjects factorial design. The results show that review votes have significant positive impact on participants' perceived credibility, attitude, and purchase intention. The study also found significant impact between the relationships among perceived credibility, attitude, and purchase intention, as well as the mediated effect of attitude on the relationship between perceived credibility and purchase intention. However, in case of the customers-uploaded images, there is no significant impact of images on perceived credibility, attitude, and purchase intention found in this study. The study discusses its theoretical and empirical implications and limitations.