Physiological reactivity and the perception of emotional stimuli as they relate to social adaptive functioning after traumatic brain injury / y Melonie Jane Hopkins.

Traumatic brain injury (TBI) often affects social adaptive functioning and these changes in social adaptability are usually associated with general damage to the frontal cortex. Recent evidence suggests that certain neurons within the orbitofrontal cortex appear to be specialized for the processing of faces and facial expressions. The orbitofrontal cortex also appears to be involved in self-initiated somatic activation to emotionally-charged stimuli. According to Somatic Marker Theory (Damasio, 1994), the reduced physiological activation fails to provide an individual with appropriate somatic cues to personally-relevant stimuli and this, in turn, may result in maladaptive behaviour. Given the susceptibility of the orbitofrontal cortex in TBI, it was hypothesized that impaired perception and reactivity to socially-relevant information might be responsible for some of the social difficulties encountered after TBL Fifteen persons who sustained a moderate to severe brain injury were compared to age and education matched Control participants. In the first study, both groups were presented with photographs of models displaying the major emotions and either asked to identify the emotions or simply view the faces passively. In a second study, participants were asked to select cards from decks that varied in terms of how much money could be won or lost. Those decks with higher losses were considered to be high-risk decks. Electrodermal activity was measured concurrently in both situations. Relative to Controls, TBI participants were found to have difficulty identifying expressions of surprise, sadness, anger, and fear. TBI persons were also found to be under-reactive, as measured by electrodermal activity, while passively viewing slides of negative expressions. No group difference,in reactivity to high-risk card decks was observed. The ability to identify emotions in the face and electrodermal reactivity to faces and to high-risk decks in the card game were examined in relationship to social monitoring and empathy as described by family members or friends on the Brock Adaptive Functioning Questionnaire (BAFQ). Difficulties identifying negative expressions (i.e., sadness, anger, fear, and disgust) predicted problems in monitoring social situations. As well, a modest relationship was observed between hypo-arousal to negative faces and problems with social monitoring. Finally, hypo-arousal in the anticipation of risk during the card game related to problems in empathy. In summary, these data are consistent with the view that alterations in the ability to perceive emotional expressions in the face and the disruption in arousal to personally-relevant information may be accounting for some of the difficulties in social adaptation often observed in persons who have sustained a TBI. Furthermore, these data provide modest support for Damasio's Somatic Marker Theory in that physiological reactivity to socially-relevant information has some value in predicting social function. Therefore, the assessment of TBI persons, particularly those with adaptive behavioural problems, should be expanded to determine whether alterations in perception and reactivity to socially-relevant stimuli have occurred. When this is the case, rehabilitative strategies aimed more specifically at these difficulties should be considered.

A framework for understanding the factors that influence spectators' recall and recognition of embedded sponsorship stimuli

Now, more than ever, sponsors of athletic events demand to see evidence of a commercial return, such as enhanced brand awareness, for their investment of cash or non-cash resources (Lough et aI., 2000). The most common way to measure the impact of perimeter signage (Le., any billboard or sign that displays a company's brand name and/or logo and which surrounds the playing area) on spectators' awareness of event sponsors has been through the use of brand name recall and recognition tests (Shilbury & Berriman, 1996). Recall testing requires spectators to list all of the sponsors they can remember seeing at, for example, an athletic event, strictly from memory and without any help (Cuneen & Hannan, 1993). With recognition testing, spectators are required to identify sponsors from a prepared list which include "dummy" brand names (i.e., sponsors that are present in the list but which do not actually sponsor the event). In order to determine whether sponsors' brand awareness objectives are being met, it is important for sport and recreation marketers to understand what influences a spectator's ability to remember (Le., recall and/or recognize) the brand names of companies who advertise on perimeter signage. The purpose this study was to examine the factors that influence spectators' recall and recognition of embedded sponsorship stimuli (i.e., company brand names on perimeter signage surrounding the play area) at a Canadian University's men's basketball game and football game. These factors included the number of games spectators attended over the course of the season (i.e., repeated exposure to sponsorship stimuli), spectators' level of involvement with the event, and spectators' level of involvement with the advertisements (i.e., perimeter signage). This study also examined the differences between recall and recognition as a means of measuring spectators' awareness of sponsors, and attempted to determine if there are sport differences in spectators' recall and recognition of perimeter signage. Upon leaving the football stadium or gymnasium, spectators were approached, at random, by trained research assistants located at each exit and asked to complete a brief survey questionnaire. Respondents completed the survey on-site. A total of 358 completed surveys were collected from spectators who attended the football (N = 277) and basketball (N = 81) games. The data suggest that football and basketball respondents recognized more sponsors' brand names than they recalled. In addition, football respondents who were highly involved with the event (i.e., those individuals who viewed attending the events as fun, interesting and exciting) attended more games over the course of the season and had significantly higher brand name recognition of sponsors who advertised on perimeter signage than those individuals with low involvement with the athletic event. Football respondents who were highly involved with the sponsors' advertisements (i.e., those individuals who viewed sponsors' perimeter signage as appealing, valuable and important) had significantly higher brand name recall of event sponsors than those individuals with low involvement with these sponsors' advertisements. Repeated exposure to perimeter signage did not have a significant influence on football or basketball respondents' recall or recognition of sponsors. Finally, the data revealed that football respondents had significantly higher recall of sponsors' brand names than basketball respondents. Conversely, basketball respondents had significantly higher recognition of sponsors' brand names than did football respondents.