The Nature of Learning about Customers in a Customer Service Setting - A Study of Frontline Contact Persons

The starting point of this thesis is the notion that in order for organisations to understand what customers value and how customers experience service, they need to learn about customers. The first and perhaps most important link in an organisation-wide learning process directed at customers is the frontline contact person. Service- and sales organisations can only learn about customers if the individual frontline contact persons learn about customers. Even though it is commonly recognised that learning about customers is the basis for an organisation’s success, few contributions within marketing investigate the fundamental nature of the phenomenon as it occurs in everyday customer service. Thus, what learning about customers is and how it takes place in a customer-service setting is an issue that is neglected in marketing research. In order to explore these questions, this thesis presents a socio-cultural approach to understanding learning about customers. Hence, instead of considering learning equal to cognitive processes in the mind of the frontline contact person or learning as equal to organisational information processing, the interactive, communication-based, socio-cultural aspect of learning about customers is brought to the fore. Consequently, the theoretical basis of the study can be found both in socio-cultural and practice-oriented lines of reasoning, as well as in the fields of service- and relationship marketing. As it is argued that learning about customers is an integrated part of everyday practices, it is also clear that it should be studied in a naturalistic and holistic way as it occurs in a customer-service setting. This calls for an ethnographic research approach, which involves direct, first-hand experience of the research setting during an extended period of time. Hence, the empirical study employs participant observations, informal discussions and interviews among car salespersons and service advisors at a car retailing company. Finally, as a synthesis of theoretically and empirically gained understanding, a set of concepts are developed and they are integrated into a socio-cultural model of learning about customers.

Effect of GPS on understanding relationship between mobile map and environment : A field experiment

Objectives: GPS technology enables the visualisation of a map reader s location on a mobile map. Earlier research on the cognitive aspects of map reading identified that searching for map-environment points is an essential element for the process of determining one s location on a mobile map. Map-environment points refer to objects that are visualized on the map and are recognizable in the environment. However, because the GPS usually adds only one point to the map that has a relation to the environment, it does not provide a sufficient amount of information for self-location. The aim of the present thesis was to assess the effect of GPS on the cognitive processes involved in determining one s location on a map. Methods: The effect of GPS on self-location was studied in a field experiment. The subjects were shown a target on a mobile map, and they were asked to point in the direction of the target. In order for the map reader to be able to deduce the direction of the target, he/she has to locate himself/herself on the map. During the pointing tasks, the subjects were asked to think aloud. The data from the experiment were used to analyze the effect of the GPS on the time needed to perform the task. The subjects verbal data was used to assess the effect of the GPS on the number of landmark concepts mentioned during a task (landmark concepts are words referring to objects that can be recognized both on the map and in the environment). Results and conclusions: The results from the experiment indicate that the GPS reduces the time needed to locate oneself on a map. The analysis of the verbal data revealed that the GPS reduces the number of landmark concepts in the protocols. The findings suggest that the GPS guides the subject s search for the map-environment points and narrows the area on the map that must be searched for self-location.

Kehittämistutkimus: Tieto- ja viestintätekniikkaa kemian opetukseen

The main aim of the present study was to develop information and communication technology (ICT) based chemistry education. The goals for the study were to support meaningful chemistry learning, research-based teaching and diffusion of ICT innovations. These goals were used as guidelines that form the theoretical framework for this study. This Doctoral Dissertation is based on eight-stage research project that included three design researches. These three design researches were scrutinized as separate case studies in which the different cases were formed according to different design teams: i) one researcher was in charge of the design and teachers were involved in the research process, ii) a research group was in charge of the design and students were involved in the research process, and iii) the design was done by student teams, the research was done collaboratively, and the design process was coordinated by a researcher. The research projects were conducted using mixed method approach, which enabled a comprehensive view on education design. In addition, the three central areas of design research: problem analysis, design solution and design process were included in the research, which was guided by the main research questions formed according to these central areas: 1) design solution: what kind of elements are included in ICT-based learning environments that support meaningful chemistry learning and diffusion of innovation, 2) problem analysis: what kind of new possibilities the designed learning environments offer for the support of meaningful chemistry learning, and 3) design process: what kind of opportunities and challenges does collaboration bring to the design of ICT-based learning environments? The main research questions were answered according to the analysis of the survey and observation data, six designed learning environments and ten design narratives from the three case studies. Altogether 139 chemistry teachers and teacher students were involved in the design processes. The data was mainly analysed by methods of qualitative content analysis. The first main result from the study give new information on the meaningful chemistry learning and the elements of ICT-based learning environment that support the diffusion of innovation, which can help in the development of future ICT-education design. When the designed learning environment was examined in the context of chemistry education, it was evident that an ICT-based chemistry learning environment supporting the meaningful learning of chemistry motivates the students and makes the teacher s work easier. In addition, it should enable the simultaneous fulfilment of several pedagogical goals and activate higher-level cognitive processes. The learning environment supporting the diffusion of ICT innovation is suitable for Finnish school environment, based on open source code, and easy to use with quality chemistry content. According to the second main result, new information was acquired about the possibilities of ICT-based learning environments in supporting meaningful chemistry learning. This will help in setting the goals for future ICT education. After the analysis of design solutions and their evaluations, it can be said that ICT enables the recognition of all elements that define learning environments (i.e. didactic, physical, technological and social elements). The research particularly demonstrates the significance of ICT in supporting students motivation and higher-level cognitive processes as well as versatile visualization resources for chemistry that ICT makes possible. In addition, research-based teaching method supports well the diffusion of studied innovation on individual level. The third main result brought out new information on the significance of collaboration in design research, which guides the design of ICT education development. According to the analysis of design narratives, it can be said that collaboration is important in the execution of scientifically reliable design research. It enables comprehensive requirement analysis and multifaceted development, which improves the reliability and validity of the research. At the same time, it sets reliability challenges by complicating documenting and coordination, for example. In addition, a new method for design research was developed. Its aim is to support the execution of complicated collaborative design projects. To increase the reliability and validity of the research, a model theory was used. It enables time-pound documenting and visualization of design decisions that clarify the process. This improves the reliability of the research. The validity of the research is improved by requirement definition through models. This way learning environments that meet the design goals can be constructed. The designed method can be used in education development from comprehensive to higher level. It can be used to recognize the needs of different interest groups and individuals with regard to processes, technology and substance knowledge as well as interfaces and relations between them. The developed method has also commercial potential. It is used to design learning environments for national and international market.

Funciones ejecutivas y control ejecutivo : una revisión bibliográfica mirando la arquitectura de la mente

El término “funciones ejecutivas” comienza a ser utilizado por Lezak en los 80’. No se trata de un concepto unitario, incluyendo varias funciones cognitivas y autodirigidas que contribuyen a la autorregulación del individuo. Existen varias controversias acerca del constructo “funciones ejecutivas”, entre ellas: la unidad vs diversidad de los procesos cognitivos que implican las funciones ejecutivas, y la naturaleza del control ejecutivo; el presente artículo se focaliza sobre esta última cuestión. Se presentarán dos aproximaciones de acuerdo a distintos modos de explicación de la memoria de trabajo y del control ejecutivo. Finalmente, se propone enfocar el estudio de las funciones ejecutivas desde una visión integrada de la mente, para su mejor comprensión.

Implementación del Modelo de Red Causal en un texto narrativo en español

Resumen: El Modelo de Red Causal propone que la estructura causal de una historia y su representación en la memoria episódica se asemejan a una red, en la que los acontecimientos resultan de una combinación de antecedentes causales, que a su vez tienen múltiples consecuencias. El estudio de la comprensión de textos según este modelo ha tendido a llevarse a cabo utilizando textos experimentales en inglés. En razón de ello, el objetivo de este trabajo consistió en presentar la aplicación del Modelo de Red Causal a un texto narrativo natural en español, a fin de abogar por su utilidad para examinar los procesos cognitivos involucrados en la comprensión textual.

Interacción léxico-semántica en bilingües

Resumen: El presente artículo realiza un relevo teórico de las definiciones conceptuales de bilingüismo y de los principales modelos que procuran explicar la relación y los procesos cognitivos que se actualizan entre el nivel semántico y el nivel léxico de hablantes bilingües. Esta recensión se presenta con el objeto de analizar qué grado de influencia e interacción se produce entre el léxico de cada una de las lenguas y la red semántica que posee una persona bilingüe, ilustrado con rusoparlantes. Este desarrollo se propone constituir un aporte para las intervenciones sociales y educativas que involucran población bilingüe, cada vez más frecuentes en virtud de los crecientes movimientos migratorios

Teste de não-palavras para afásicos: uma contribuição para a prática fonoaudiológica

A afasia pode ser definida como uma alteração no conteúdo, na forma e no uso da linguagem e de seus processos cognitivos subjacentes, tais como percepção e memória adquirida por lesão neurológica. Essa alteração é caracterizada por redução e disfunção, que se manifestam tanto no aspecto expressivo quanto no receptivo da linguagem oral e escrita, embora em diferentes graus em cada uma dessas modalidades (CHAPEY 1996). A alça fonológica constitui um dos três componentes do modelo de memória de trabalho proposto por Baddeley e Hitch (1974) e sua função é armazenar temporariamente as informações verbais e retê-las por um breve período tanto para a compreensão verbal como para a repetição acústica. De acordo com Gathercole e Baddeley (1993), a tarefa de repetição de não-palavras é capaz de solicitar mais a memória fonológica, uma vez que o fato do input ser desconhecido, e não exposto às influências lexicais ou ao uso de estratégias mnemônicas, possibilita avaliar as reais condições do sistema de memória. Considerando-se que afásicos têm dificuldades para memorizar palavras, frases ou instruções e que inexistem estudos nacionais que verificassem o desempenho de afásicos em um teste de não-palavras, a presente dissertação tem como objetivo verificar a integridade da alça fonológica de seis afásicos por meio da aplicação de um teste de não-palavras elaborado para tal objetivo. Como resultado, observou-se através das análises, desempenhos variados, porém com piora significativa no desempenho influenciado pelo aumento da extensão da palavra, corroborando assim, com estudos já realizados com outras categorias de distúrbios linguísticos

A conceptualização de bandido em expressões bandido de x: uma perspectiva cognitivista

Com vistas à conceptualização do conceito de BANDIDO em 32 expressões com a estrutura bandido de x, descrevemos, nesta dissertação, os modelos cognitivos idealizados subjacentes à construção de sentido de tais expressões, postulando-lhes um caráter de modelo cognitivo complexo, nos termos de Lakoff (1987), produtivo na língua. Constituem ainda o arcabouço teórico deste estudo a Teoria da Mesclagem Conceptual (FAUCONNIER e TURNER, 2002) e a Teoria da Metáfora Conceptual (LAKOFF e JOHNSON, 1980). A análise das construções bandido de x foi realizada a partir de 137 comentários retirados da internet e definições elaboradas por 15 alunos do ensino fundamental; 18 do ensino médio e 20 alunos do ensino superior. Os alunos que colaboraram com a pesquisa definiram 24 expressões bandido de x. A pesquisa obedeceu ao procedimento qualitativo de análise dos dados, no qual observamos as diferentes interpretações dadas para as expressões, fundamentando-as a partir dos processos cognitivos envolvidos no sentido das mesmas. Assim com base na análise dos comentários de internautas e nas definições de alunos, propomos quatro processos de conceptualização para as expressões bandido de x: (a) conceptualização com base em modelos cognitivos proposicionais, em que x é um locativo interpretado como lugar de origem ou de atuação do bandido bandido de morro, bandido de rua, bandido de cadeia ; (b) conceptualização com base em modelos esquemático-imagéticos, em que observamos a atribuição de uma espécie de escala ao sentido atribuído à construção, culminando em diferentes status para a categoria BANDIDO DE X, subjacente a expressões bandido de primeira/segunda/quinta categoria/linha; (c) conceptualização de BANDIDO DE X com base em modelos metonímicos, em que x é uma peça do vestuário/calçado/acessório, de modo a interpretar o BANDIDO como pertencendo a uma categoria que costuma utilizar determinada peça de roupa, acessório ou calçado bandido de colarinho branco, bandidos de farda, bandido de chinelo ; (d) conceptualização de BANDIDO DE X com base em modelos metafóricos, em que x é um conceito abstrato que pode ser entendido como um objeto possuído pelo bandido, de forma a caracterizá-lo pela maneira de agir ou expertise bandido de conceito, bandido de atitude, bandido de fé. Acreditamos, assim, na possibilidade de descrição de padrões que regem a conceptualização de BANDIDO DE X, cujos sentidos alcançados por meio de modificadores revelam a produtividade e complexidade do modelo cognitivo BANDIDO

Narrativas em Libras: análise de processos cognitivos

Palavras ou expressões produzidas em línguas de sinais são conhecidas como sinais. Línguas de sinais são produzidas especificamente em forma visual e o significado dos sinais pode ser compreendido por meio da relação com recursos visuais, do usuário com o mundo e com o corpo. Este estudo, com base na Linguística Cognitiva, propõe-se a analisar essas relações em sinais da Língua Brasileira de Sinais (Libras), produzidos por dez surdos ao narrarem a história em quadrinhos Não chora que eu dou um jeito da Turma da Mônica. Os processos cognitivos foram analisados à luz da gramática cognitiva (LANGACKER, 2008), da corporificação (LAKOFF; JOHNSON, 1980), da metonímia conceptual (LAKOFF; JOHNSON, 2003; EVANS; GREEN, 2006; KÖVECSES, 2010), da categorização (CROFT; CRUSE, 2004; Rosch apud FERRARI, 2011), da iconicidade cognitiva (WILCOX, 2000; QUADROS, 2004; WILCOX, 2004) e da mescla em espaço real (FAUCONNIER; TURNER, 1996, 2003; LIDDELL, 2003; SHAFFER, 2012; DUDIS apud SHAFFER, 2012). Constatou-se que alguns sinais produzidos apresentaram conceptualização de base icônica. A partir dessa fundamentação, postulou-se que esses sinais poderiam receber a seguinte categorização: icônicos (BOLA e CAIXA); icônico metonímicos (INES e CASA); icônico metonímico corporificados (MONICA e CHORAR). Por meio dessa classificação, propôs-se também a categorização de nomes e verbos pessoais. Outro processo cognitivo investigado foi a mescla em espaço real, constatada em seis das dez narrativas, como um recurso cognitivo acionado para expor ao interlocutor a troca de turnos dos participantes da narração. Tendo em vista que esses sinais foram encontrados em narrativas, analisam-se etapas da narrativa (LABOV apud FIGUEIREDO, 2009) e a estrutura das histórias em quadrinhos (SILVA, 2001; SOUZA, 2013). Verificou-se que não houve narrativa com todas as etapas de Labov. Assim, por meio de uma investigação inicial, esta pesquisa fornece questionamentos acerca dos processos cognitivos acionados na produção de sinais da Libras nas narrativas pesquisadas

Getúlio Damado e Roger Mello: conexões entre o campo da arte e o universo lúdico infantil

A ideia central da pesquisa foi promover uma aproximação das narrativas visuais de Getúlio Damado e Roger Mello e a partir daí evidenciar os processos cognitivos e as estratégias que envolveram a estruturação de suas identidades sociais e linguagens artísticas contemporâneas, bem como destacar o ludismo e o acesso ao universo da infância e a cultura popular que ambos ressignificam em suas obras. Além disso, buscou-se comentar e avaliar momentos específicos de desprestígio e repúdio versus consagração ocorridos com os artistas. Para tal, essas produções foram contextualizadas como produções culturais em constante processo de mutação, do qual participam tanto eventos históricos como de inovação tecnológica, em contínua construção. Essas linguagens estão submetidas a uma grande velocidade e a superposição de influências. Outro ponto destacado nas analises foi o caráter de subjetividade dessas produções, identificadas como práticas estéticas promotoras de transformação política; de mobilização; ou também por sua capacidade de operar com o uso simbólico dos brinquedos e livros infantojuvenis recuperando-lhes o uso original. Os devaneios, o ludismo infantil e a cultura popular presentes nos objetos feitos de sucata e livros ilustrados foram confrontados com práticas consoantes, ou de discursos abrangentes, correntes no mundo da arte ou outras vezes aproximados de enfoques locais. Além da possibilidade de convergência entre as produções foram destacadas também muitas diferenças, e, sobretudo evidenciadas as potencialidades que podem advir da cultura popular como campo exploratório de pesquisa, bem como de sua ressignificação

Processos cognitivos subjacentes às interpretações em Libras da música Aquarela

Este estudo tem o objetivo de analisar processos cognitivos na Língua Brasileira de Sinais (Libras), presentes em duas interpretações da música Aquarela. Os processos cognitivos foram investigados à luz da corporificação, da metáfora conceptual (LAKOFF; JOHNSON, 2002), da metonímia conceptual (LAKOFF; JOHNSON, 2003; EVANS; GREEN, 2006; KÖVECSES, 2010) e da iconicidade cognitiva (WILCOX, 2000; QUADROS, 2004; WILCOX, 2004). Além desses processos de construção de sentidos, analisam-se os esquemas imagéticos (EVANS; GREEN, 2006; GIBBS; COLSTON apud GEERAERTS, 2006) que lhes fundamentam. A partir dessa fundamentação, foram encontrados nas intepretações sinais categorizados icônico-metonímicos, icônico-metonímico-corporificados, de acordo com Nunes (2014), e icônicos-corporificados. Verificaram-se os esquemas imagéticos subjacentes aos sinais e classificadores. Considerando-se que esses sinais e classificadores estão presentes em interpretações de uma música, analisam-se também procedimentos e técnicas utilizados em traduções e interpretações em Libras. A partir da análise, constatou-se, entre os processos cognitivos subjacentes às interpretações da música, que as principais metáforas conceptuais subjacentes à letra de Aquarela em português mantêm-se nas interpretações em Libras. Contudo, na versão em Libras, uma nova metáfora foi postulada. Assim, buscou-se, com esta pesquisa, fornecer questionamentos sobre processos cognitivos em sinais e classificadores em interpretações na Libras

Reinforcement-related neurons in the primate basal forebrain respond to the learned significance of task events rather than to the hedonic attributes of reward

The objective of this study was to determine if the responses of basal forebrain neurons are related to the cognitive processes necessary for the performance of behavioural tasks, or to the hedonic attributes of the reinforcers delivered to the monkey as

Facilitation of learning induced by both random and gradual visuomotor task variation.

Motor task variation has been shown to be a key ingredient in skill transfer, retention, and structural learning. However, many studies only compare training of randomly varying tasks to either blocked or null training, and it is not clear how experiencing different nonrandom temporal orderings of tasks might affect the learning process. Here we study learning in human subjects who experience the same set of visuomotor rotations, evenly spaced between -60° and +60°, either in a random order or in an order in which the rotation angle changed gradually. We compared subsequent learning of three test blocks of +30°→-30°→+30° rotations. The groups that underwent either random or gradual training showed significant (P < 0.01) facilitation of learning in the test blocks compared with a control group who had not experienced any visuomotor rotations before. We also found that movement initiation times in the random group during the test blocks were significantly (P < 0.05) lower than for the gradual or the control group. When we fit a state-space model with fast and slow learning processes to our data, we found that the differences in performance in the test block were consistent with the gradual or random task variation changing the learning and retention rates of only the fast learning process. Such adaptation of learning rates may be a key feature of ongoing meta-learning processes. Our results therefore suggest that both gradual and random task variation can induce meta-learning and that random learning has an advantage in terms of shorter initiation times, suggesting less reliance on cognitive processes.

从字形到语义：跨语言Stroop效应的ERP研究

According to the influential dual-route model of reading (Coltheart, Rastle et al. 2001), there are two routes to access the meaning of visual words: one directly by orthography (orthography-semantic) and the other indirectly via the phonology (phonology-semantic). Because of the dramatic difference between written Chinese and alphabetical languages, it is still on debate whether Chinese readers have the same semantic activation processes as readers of alphabetical languages. In this study, the semantic activation processes in alphabetical German and logographic Chinese were compared. Since the N450 for incongruent color words in the Stroop tasks was induced by the semantic conflict between the meaning of the incongruent color words and color naming, this component could be taken as an index for semantic activation of incongruent color words in Stroop tasks. Two cross-script Stroop experiments were adopted to investigate the semantic activation processes in Chinese and German. The first experiment focused on the the role of phonology, while the second one focused on the realative importance of orthography. Cultural differences in cognitive processing between individuals in western and eastern countries have been found (Nisbett & Miyamoto, 2005). In order to exclude potential differences in basic cognitive processes like visual discrimination capabilities during reading, a visual Oddball experiment with non-lexical materials was conducted with all participants. However, as indicated by the P300 elicited by deviant stimuli in both groups, no group difference was observed. In the first Stroop experiments, color words (e.g., “green”), color-word associates (e.g., “grass”), and homophones of color words were used. These words were embedded into color patches with either congruent color (e.g. word “green” in green color patch) or incongruent colors (e.g. word “green” in either red or yellow or blue color patch). The key point is to observe whether homophones in both languages could induce similar behavioral and ERP Stroop effects to that induced by color words. It was also interesting to observe to which extent the N450 was related to the semantic conflicts. Nineteen Chinese adult readers and twenty German adult readers were asked to respond to the back color of these words in the Stroop experiment in their native languages by pressing the corresponding keys. In the behavioral data, incongruent conditions (incongruent color words, incongruent color-word associates, incongruent homophones) had significantly longer reaction times as compared to corresponding congruent conditions. All incongruent conditions in the Geman group elicited an N450 in the 400 to 500 ms time window. In the Chinese group, the N450 in the same time window was also observed for the incongruent color words and incongruent color-word associates. These results indicated that the N450 was very sensitive to semantic conflict-even words with semantic association to colors (e.g. “grass”) could elicite similar N450. However, the N450 was absent for incongruent homophones of color words in the Chinese group. Instead, in a later time window (600-800 ms), incongruent homophones elicited a positivity over left posterior regions as compared to congruent homophones. Similar positivity was also observed for color words in the 700 to 1000 ms time window in the Chinese group and 600 to 1000 ms time window for incongruent color words and homophones in the Geman group. These results indicate that phonology plays an important role in Geman semantic activation processes, but not in Chinese. In the second Stroop experiment, color words and pseudowords which had similiar visual shape to color words in both languages were used as materials. Another group of eighteen Chinese and twenty Germans were involved in the Stroop experiment in their native languages.The ERPs were recorded during their performance. In the behavioral data, strong and comparable Stroop effects (as counted by substract the reaction times in the congruent conditions from reaction times in the incongruent conditions) were observed. In the ERP data, both incongruent color words and incongruent pseudowords elicited an N450 over the whole brain scalp in both groups. These results indicated that orthography played an equally important role in semantic activation processes in both languages. The results of the two Stroop experiments support the view that the semantic activation process in Chiense readers differs significantly from that in German readers. The former rely mainly on the direct route (orthography-semantic), while the latter use both direct route and incirect route (phonology-semantic). These findings also indicate that the characteritics of different languages shape the semantic activation processes.

应用解析水平理论考察时间距离对决策的影响

Construal Level Theory is a kind of social cognitive theory, with the main conclusion of that the more time distance is, the more people use high level construal and the more high level construal affect in judging, decision making and such of these cognitive processes, and the low level construal has the mirror process as well. In these ten years, construal level theory is developing very fast and some of the researches of consumer behavior has concerned this developed trend very much. In 2007’s Journal of Consumer psychology, half of the papers focused on construal topics and ask for more researches about these topics. So our research mainly focused on such topics, the application of construal level theory in consumer behavior research. The first part is contained 3 experiments which mean to discuss the questions from reviewing the prior literatures. The research methods, manipulated definition, construal level factors VS construal level events are the goal of first part of this study. The results showed that construal level’s effect might be a consecutive variable and has a consecutive trend when time goes by. Time distance might not be a semantic cognitive effect to construal level but a internal ones for when there’s no verbal information of time distance the results would have the same one as well. The second part of the study is focus on a simplified model of decision-making, which contained two times decision-making, to detect whether and how would the prior decision making affect the next decision making. The study conducted the time distance in first decision making with the situation for the decision and conducted the second time distance in the time distance between the two decision situations. Although we couldn’t get the detail of the weight changes in construal level factors limited by our research, we can have a logical hypothesis based on “one-down- the other-up”. The results showed that the level of construal factors can affect the memory and the more the factors affected, the bigger the error would be. The first time distance and second time distance could effect the second decision in a interaction-way, and support the hypothesis. The whole research is mean to explore the application of construal level theory in consumer behavior research. The conclusion suggests that the periods of products and the consuming may need different marketing strategies in a long-term perspective and time distance should be control are detected in marketing analysis even there’s no time information on the paper.