Transfer effects in implicit memory and consumer choice

Two experiments investigated transfer effects in implicit memory and consumer choice, using a preference judgement task. Experiment 1 examined whether it is possible to obtain priming for unfamiliar food labels. Additionally, it investigated whether the experience of seeing a brand name with a particular product type would benefit subsequent processing of the brand name when linked with a different product type. Experiment 2 examined whether changes in modality between study and test would affect priming for unfamiliar brand names. Both questions are theoretically important, as well as pertaining to practical concerns in the consumer choice literature. Experiment 1 demonstrated significant priming for unfamiliar food labels, and established that priming was unaffected by changing the product type with which the brand name was associated. In Experiment 2, priming on both auditory and visual versions of the preference judgement task was reduced by changes in modality. The results and implications are discussed in relation to consumer choice and current theories of implicit memory. Copyright © 2001 John Wiley & Sons, Ltd.     

外显与内隐选择的多效性原则

个体的选择可能是外显目标和内隐目标共同作用的结果,同时满足意识到的和未意识到的需要,这就是目标选择的多效性。通过两个行为学实验来验证内隐选择的多效性原则。实验一,被试随机分为积极和消极启动两个组,不同的启动后,要求判断两张不同颜色纸张的质量高低。结果发现在积极认同组,大多数的被试选择红色织物,在消极认同组（惭愧组）,少数的被试选择红色织物。实验二,被试同样被分为两组,其中一组施加积极启动,另一组为控制组,之后,所有被试被邀请参加一项研究涉及雇佣人员的决策。结果发现当被试没有分配任何目标时,被试选择四位应征者并无显著之差异;当被试分配了外显或内隐的目标时,大多数的被试选择了具有相应特征的应征者;当被试的外显目标和隐性目标都存在,被试的选择表现出多效性。实验结果表明,在追求明确的外显目标时,个人可能与此同时试图满足他们的已经激活的内隐背景目标,选择者可能并没有意识到这种影响。在二选一或者多选一选择背景下,对一个已知选项的选择,受到多效性影响,其多效性是基于个人选择的价值最大化,并同时满足几个目标的原则。     

内隐多效性选择的ERP证据

采用事件相关电位技术,考察内隐多效性选择及其神经机制。被试的任务是认真观看配对的纯色图片刺激,并进行分类按键反应。实验结果发现,在P2上,积极启动刺激比对照刺激激发了更大的P2波幅; 对比对照刺激,积极启动刺激在左脑、大脑中部和后脑诱发了更大的P2波幅,其中右脑的效应最大。在N2上,积极启动刺激比对照刺激激发了更小的N2波幅; 对比对照刺激,积极启动刺激在左脑、大脑中部和后脑诱发了更小的N2波幅,其中右脑的效应最大。在P3上,积极启动刺激比对照刺激激发了更大的P3波幅; 对比对照刺激,积极启动刺激在左脑、大脑中部和后脑诱发了更大的P3波幅,其中右脑的效应最大。研究结果表明当外显目标与内隐目标同时被呈现时,被试趋向于做多效性选择,这可能表明无意识信息加工具有相当大的权重。且右后部脑区可能是加工多效性刺激的核心和关键区域,P3成分可能反应了内隐多效性选择的精细加工过程,能够作为内隐多效性选择的有效的ERPs指标。     

Comparing the effects of implicit and explicit temporal expectation on choice response time and response conflict

People can use temporally structured sensory information to anticipate future events. Temporal information can be presented implicitly through probability manipulation without participants’ awareness of the manipulation, or explicitly conveyed through instructions. We examined how implicit and explicit temporal information established temporal expectations that influenced choice response times and response conflict (measured as flanker effects). We implicitly manipulated temporal structure by block-wise varying the likely timing of a target. In the short-interval block, a target was presented frequently (80 % of trials) after a short (400 ms) cue-to-target interval and infrequently (20 % of trials) after a long (1200 ms) interval; the probability assignment was reversed in the long-interval block. Building on this baseline condition (Experiment 1), we augmented the temporal information by filling the cue-to-target intervals with tones (Experiment 2), explicitly informed participants of the prevalent time interval (Experiment 3) and provided trial-by-trial reminders of the prevalent time interval (Experiment 4). The temporal probability manipulation alone (of which participants were unaware) influenced choice response times but only when the temporal information was augmented with tones, whereas providing the explicit knowledge of the temporal manipulation, with or without trial-by-trial reminders, robustly influenced choice response times. Response conflict was unaffected by these conditions. These results suggest that temporal expectation can be established by the implicit learning of a temporal structure given that sufficiently strong temporal information is presented as well as by the explicit knowledge of the temporal structure. This established temporal expectation influences choice response times without necessarily affecting the strength of response conflict.     

Probabilities in implicit learning

The visual system possesses a remarkable ability in learning regularities from the environment. In the case of contextual cuing, predictive visual contexts such as spatial configurations are implicitly learned, retained, and used to facilitate visual search-all without one's subjective awareness and conscious effort. Here we investigated whether implicit learning and its facilitatory effects are sensitive to the statistical property of such implicit knowledge. In other words, are highly probable events learned better than less probable ones even when such learning is implicit? We systematically varied the frequencies of context repetition to alter the degrees of learning. Our results showed that search efficiency increased consistently as contextual probabilities increased. Thus, the visual contexts, along with their probability of occurrences, were both picked up by the visual system. Furthermore, even when the total number of exposures was held constant between each probability, the highest probability still enjoyed a greater cuing effect, suggesting that the temporal aspect of implicit learning is also an important factor to consider in addition to the effect of mere frequency. Together, these findings suggest that implicit learning, although bypassing observers' conscious encoding and retrieval effort, behaves much like explicit learning in the sense that its facilitatory effect also varies as a function of its associative strengths.     

Using the implicit association test to measure age differences in implicit social cognitions

Two studies investigated the use of the Implicit Association Test (IAT; A. G. Greenwald, D. E. McGhee, & J. L. K. Schwartz, 1998) to study age differences in implicit social cognitions. Study I collected IAT (implicit) and explicit (self-report) measures of age attitudes, age identity, and self-esteem from young, young-old, and old-old participants. Study 2 collected IAT and explicit measures of attitudes toward flowers versus insects from young and old participants. Results show that the IAT provided theoretically meaningful insights into age differences in social cognitions that the explicit measures did not, supporting the value of the IAT in aging research. Results also illustrate that age-related slowing must be considered in analysis and interpretation of IAT measures.     

Recommendations implicit in policy defaults

Should people be considered organ donors after their death unless they request not to be, or should they not be considered donors unless they request to be? Because people tend to stay with the default in a variety of domains, policymakers' choice of default has large and often important effects. In the United States, where the organ-donation policy default is "not a donor," about 5,000 people die every year because there are too few donors. Four experiments examined two domains-being an organ donor and saving for retirement-where default effects occur and have important implications. The results indicate that default effects occur in part because policymakers' attitudes can be revealed through their choice of default, and people perceive the default as indicating the recommended course of action. Policymakers need to be aware of the implicit messages conveyed by their choice of default.     

Contextual variations in implicit evaluation

In the present research, the authors examined contextual variations in automatic attitudes. Using 2 measures of automatic attitudes, the authors demonstrated that evaluative responses differ qualitatively as perceivers focus on different aspects of a target's social group membership (e.g., race or gender). Contextual variations in automatic attitudes were obtained when the manipulation involved overt categorization (Experiments 1-3) as well as more subtle contextual cues, such as category distinctiveness (Experiments 4-5). Furthermore, participants were shown to be unable to predict such contextual influences on automatic attitudes (Experiment 3). Taken together, these experiments support the idea of automatic attitudes being continuous, online constructions that are inherently flexible and contextually appropriate, despite being outside conscious control.     

Gender differences in implicit prejudice

In three experiments (n=131), we examined gender differences in implicit (and explicit) racial prejudice employing priming of immigrant and Swedish facial photographs without attention or without awareness. Implicit prejudice was defined as the degree of negativity expressed toward a person described in a subsequent ambiguous story in an impression formation task. We found, contrary to our hypothesis, that women displayed systematically higher implicit prejudice than men in all three experiments, although men scored higher on explicit prejudice than women. The results are discussed against the background of related prejudice research, the dissociation of implicit and explicit prejudice, and gender differences in cognitive functioning, especially in the processing of pictorial stimuli.     

Conceptual implicit memory in subclinical depression

Depression adversely affects explicit memory when implicit memory remains intact unless implicit retrieval requires conceptual processes. The impairment of conceptual implicit memory could be the consequence of the completion of implicit memory tests being contaminated by a voluntary retrieval strategy, hence similar results to those in explicit tests are observed. In this study we adopted a method sensitive to the presence of contamination. Depth-of-study-processing effects were observed for the controls completing the explicit version of a word-association task but were absent for the controls completing the implicit version when compound associates were retrieved. This dissociation indicated the adoption of the designated retrieval strategy in each test with the conceptual implicit memory test being uncontaminated. Subclinically depressed participants showed impairment in the explicit version, while for those completing the implicit version there was evidence that they used a voluntary retrieval strategy. The theoretical implications of the findings are discussed.     

Age-related changes in implicit emotion processing

The aim of the present study was to compare the performance of older and younger adults on an emotional priming task. Moreover, a nonemotional priming paradigm was used as a control task to disentangle age-related changes due to emotional processing difficulties from modifications due to a decline of executive inhibitory control abilities. Twenty-two young and 22 older healthy participants completed an emotional priming task and a nonemotional priming task. In the older adult group, reaction times in the emotional priming paradigm were not influenced by any of the prime conditions, whereas both groups exhibited similar facilitation effects induced by the congruent prime in the nonemotional task. The selective lack of an emotional priming effect in older adults shown in this preliminary report suggests that aging-induced changes in the ability to recognize emotions implicitly are directly dependent on emotional processing difficulties and not due to a general age-related modification of cognitive processes.     

Retroactive interference effects in implicit memory

One source of evidence for separate explicit and implicit memory systems is that explicit but not implicit memory is impacted by interference (e.g., Graf & Schacter, 1987). The present experiment examined whether retroactive interference (RI) effects could be obtained in implicit memory when a strong test of RI was used. People studied an original list of word pairs (e.g., COTTON-PRIZE) using the typical RI paradigm. During the interpolated phase, participants studied either interference pairs for which the same cue was re-paired with a different target (e.g., COTTON-PRINT) or novel pairs (e.g., HOST-VASE). RI was tested with the modified opposition cued recall test (Eakin, Schreiber, & Sergent-Marshall, 2003). The original-list cue was presented along with the beginning stem of its target (e.g., COTTON-PRI-) and a hint (e.g., not PRINT). RI effects were obtained for explicit and implicit memory. Taken together with prior research finding proactive interference effects in implicit memory, the findings indicate that implicit memory is not immune from retroactive interference. (PsycINFO Database Record (c) 2012 APA, all rights reserved).     

Context effects in auditory implicit memory

The context effect in implicit memory is the finding that presentation of words in meaningful context reduces or eliminates repetition priming compared to words presented in isolation. Virtually all of the research on the context effect has been conducted in the visual modality but preliminary results raise the question of whether context effects are less likely in auditory priming. Context effects in the auditory modality were systematically examined in five experiments using the auditory implicit tests of word-fragment and word-stem completion. The first three experiments revealed the classical context effect in auditory priming: Words heard in isolation produced substantial priming, whereas there was little priming for the words heard in meaningful passages. Experiments 4 and 5 revealed that a meaningful context is not required for the context effect to be obtained: Words presented in an unrelated audio stream produced less priming than words presented individually and no more priming than words presented in meaningful passages. Although context effects are often explained in terms of the transfer-appropriate processing (TAP) framework, the present results are better explained by Masson and MacLeod's (2000) reduced-individuation hypothesis.     

Serial position effects in implicit memory

Serial position effects in explicit and implicit memory were investigated in a noncolour word Stroop task. Participants were presented with a study list of four words printed in different colours and were tested for memory of the list position of the colour (explicit memory task); they were then asked to complete a word stem primed (or not primed) by one of the words in the study list (implicit memory task), a task presented as a distractor task. Serial position effects were observed in both explicit and implicit memory, for both response times and proportion of correct responses, with marked primacy effects, a drop in performance towards the third list position and a rise in memory performance at the fourth list position, the recency effect being most pronounced in implicit memory. It is concluded that explicit and implicit expressions of memory are governed by similar principles of temporal information processing.     

The psychological causality implicit in language

We are concerned with the causality implicit in English verbs that name interactions, either mental or behavioral, between two persons, verbs such as like, notice (mental), and help, cheat (behavioral) in such a context as Ted—Paul. Using four different methods, we show that adult native speakers think of causality in such verbs as unequally apportioned between interactants. For behavioral (or action) verbs greater causal weight is given to the Agent argument of the verb (e.g., Ted in Ted helps Paul) than to the Patient argument (Paul). For mental (or state) verbs greater causal weight is given to the Stimulus argument of the verb (e.g., Paul in Ted likes Paul) than to the Experiencer argument (Ted). For English verbs of the type studied, derivational adjectives often exist (e.g., helpful, cheating, likable, noticeable). Such adjectives are attributive to one or the other argument of the verb base (Agent or Patient; Stimulus or Experiencer). We show that the direction of causal attribution in the adjective (e.g., helpful is attributive to Ted the Agent; likable is attributive to Paul the Stimulus) predicts the primary causal weightings assigned in our experimental tasks. We also show that in the English language adjectives derived from action verbs are almost attributive to the Agent and adjectives derived from state verbs to the Stimulus. Because certain facts about English morphology predict certain ways of thinking about causality, our main finding may seem to be a Whorfian one, a demonstration that language affects thought. However, we argue that it is not that but rather a demonstration that two modes of thought (the Agent-Patient Schema and the Stimulus-Experiencer Schema) affect language use. We suggest that the schemas are universals of human thought.     

Separating multiple processes in implicit social cognition: the quad model of implicit task performance

The authors argue that implicit measures of social cognition do not reflect only automatic processes but rather the joint contributions of multiple, qualitatively different processes. The quadruple process model proposed and tested in the present article quantitatively disentangles the influences of 4 distinct processes on implicit task performance: the likelihood that automatic bias is activated by a stimulus; that a correct response can be determined; that automatic bias is overcome; and that, in the absence of other information, a guessing bias drives responses. The stochastic and construct validity of the model is confirmed in 5 studies. The model is shown to provide a more nuanced and detailed understanding of the interplay of multiple processes in implicit task performance, including implicit measures of attitudes, prejudice, and stereotyping.     

Surfing the implicit wave

Implicit learning was investigated in two experiments involving a complex motor task. Participants were required to balance on a stabilometer and to move the platform on which they were standing to match a constantly changing target position. Experiment 1 examined whether a segment (middle third) that was repeated on each trial would be learned without participants becoming aware of the repetitions (i.e., implicitly). The purpose of Experiment 2 was to determine the relative effectiveness of explicit versus implicit learning. Here, two identical segments were presented on each trial (first and last thirds), with participants only being informed that one segment (either first or last) was repeated. The acquisition results from both experiments indicated large improvements in performance across 4 days of practice, with performance on the repeated segments being generally superior to that on the non-repeated segment. On the retention tests on Day 5, errors on the repeated segment(s) were smaller than those on the random segment(s). Furthermore, in Experiment 2, the errors on the repeated-known segment, although smaller than those on the random segment, were larger than those on the repeated-unknown segment. Interview results indicated that participants were not consciously aware that a segment was repeated unless they were informed. These results suggest that implicit learning can occur for relatively complex motor tasks and that withholding information concerning the regularities is more beneficial than providing this information.     

Measuring implicit attitudes of 4-year-olds: the preschool implicit association test

The Preschool Implicit Association Test (PSIAT) is an adaptation of an established social cognition measure (IAT) for use with preschool children. Two studies with 4-year-olds found that the PSIAT was effective in evaluating (a) attitudes toward commonly liked objects (flowers = good) and (b) gender attitudes (girl = good or boy = good). The gender attitude PSIAT was positively correlated with corresponding explicit attitude measures and also children’s actual sex. The new implicit and explicit measures of gender attitudes demonstrated discriminant validity; each predicted variance in children’s gendered play activities beyond that predicted by the other. Discussion describes potential uses of the PSIAT to investigate development of societally significant attitudes and stereotypes at younger ages than are achievable with currently available methods.