The Influence of Color on Brand Extension: Mediation Role of Processing Style

Color carries distinct psychological meanings and thus it may induce a different cognitive processing style. Adopting this conceptual framework, the current research investigated the influence of color on brand extension evaluation. For color manipulation, participants were given the picture of a brand extension product (e.g., notebook) on a blue versus red background on a sheet of paper. Then participants evaluated the brand extension product. The finding revealed that participants in the blue-background condition evaluated the extension product more favorably than those in the red-background condition. This research further demonstrated that processing style mediated the effect of color on the evaluation of the brand extension product by using a visual matching task. In addition, this research showed the moderating effect of brand slogan on brand extension evaluation. Participants in the blue-background condition evaluated the extension product (i.e., digital camera) more favorably when they were exposed to the abstract brand slogan, whereas participants in the red-background condition evaluated the extension product more favorably when they were exposed to the concrete brand slogan.     

Contextual mood priming following left and right hemisphere damage

This research examined the influence of mood-congruent and mood-incongruent contexts on recognizing affective prosody after brain damage. Predictions stemmed from an associative network theory of learning and memory. Thirty-three male subjects, 11 each in right hemisphere damaged (RHD), left hemisphere damaged (LHD), and normal control groups judged moods from the prosody of semantically neutral phrases. In one task, the prosodic stimulus phrases were judged in isolation. In another task, the phrases were preceded by short paragraphs which were either congruent or incongruent in emotional tone with the prosodic stimuli. These paragraphs were designed to prime specific mood choices. As anticipated, LHD subjects' prosodic mood recognition was more accurate when given congruent rather than incongruent affective contexts. Congruent contexts facilitated, and incongruent contexts disrupted, their prosodic mood judgments to the same extent as normals. RHD subjects showed a partial context decrement. They were less accurate than normal or LHD subjects in the congruent condition, and were unaffected by incongruent contexts. When given congruent biasing paragraphs, however, RHD subjects did experience facilitation on a par with that found for the other groups, indicating spared sensitivity to certain contextual factors. The distinction between automatic and effortful processes is offered as a potential explanation for the RHD group's pattern of performance.     

Item-specific congruency effects in nonverbal auditory Stroop

In the current study, participants judged as 'low' or 'high' either the location or the frequency of a single tone presented in one of two locations at one of two frequencies. The classification associated with the irrelevant feature could be either congruent or incongruent with the required response. The results of Experiment 1 revealed that responses were made more slowly on incongruent than on congruent trials, regardless of whether participants judged sounds according to their location or their pitch. In Experiment 2, we manipulated the probability that the classification associated with the irrelevant acoustic feature was consistent with the classification associated with the task-relevant dimension. In this experiment responses were made more quickly on congruent trials when the response associated with the irrelevant feature was likely to be consistent with the required response, and on incongruent trials when the response associated with the irrelevant feature was likely to be inconsistent with the required response.     

Observation: Three reasons to avoid having half of the trials be congruent in a four-alternative forced-choice experiment on sequential modulation

Sequential modulation is the finding that the sizes of several selective-attention phenomena--namely, the Simon, flanker, and Stroop effects--are larger following congruent trials than following incongruent trials. In order to rule out relatively uninteresting explanations of sequential modulation that are based on a variety of stimulus- and response-repetition confounds, a four-alternative forced choice task must be used, such that all trials with any kind of repetition can be omitted from the analysis. When a four-alternative task is used, the question arises as to whether to have the proportions of congruent and incongruent trials be set by chance (and, therefore, be 25% congruent and 75% incongruent) or to raise the proportion of congruent trials to 50%, so that it matches the proportion of incongruent trials. In this observation, it is argued that raising the proportion of congruent trials to 50% should not be done. For theoretical, practical, and empirical reasons, having half of the trials be congruent in a four-alternative task aimed at providing unambiguous evidence of sequential modulation should be avoided.     

Do incompatible arguments cause extensive processing in the evaluation of arguments? The role of congruence between argument compatibility and argument quality

Previous studies have demonstrated that arguments incompatible with prior beliefs are subjected to more extensive refutational processing, scrutinized longer, and judged to be weaker than arguments compatible with prior beliefs. However, this study suggests whether extensive processing is implemented when evaluating arguments is not decided by argument compatibility, but by congruence between two evaluating tendencies elicited by both argument compatibility and argument quality. Consistent with this perspective, the results of two experiments show that relative to congruent arguments, participants judged arguments eliciting incongruent evaluating tendencies as less extreme in strength, spent more time, and felt more hesitant generating strength judgments for them. The results also show that it is mainly incongruent arguments, not congruent arguments, whose strength ratings were more closely associated with the perceived personal importance of the issue, which intensified the tendency to evaluate arguments depending on argument compatibility. These results suggest that it is the incongruity between argument compatibility and argument quality, and not simply the argument compatibility, that plays a more important role in activating an extensive processing in the evaluation of arguments.     

An investigation of spatial representation of pitch in individuals with congenital amusia

Spatial representation of pitch plays a central role in auditory processing. However, it is unknown whether impaired auditory processing is associated with impaired pitch–space mapping. Experiment 1 examined spatial representation of pitch in individuals with congenital amusia using a stimulus–response compatibility (SRC) task. For amusic and non-amusic participants, pitch classification was faster and more accurate when correct responses involved a physical action that was spatially congruent with the pitch height of the stimulus than when it was incongruent. However, this spatial representation of pitch was not as stable in amusic individuals, revealed by slower response times when compared with control individuals. One explanation is that the SRC effect in amusics reflects a linguistic association, requiring additional time to link pitch height and spatial location. To test this possibility, Experiment 2 employed a colour-classification task. Participants judged colour while ignoring a concurrent pitch by pressing one of two response keys positioned vertically to be congruent or incongruent with the pitch. The association between pitch and space was found in both groups, with comparable response times in the two groups, suggesting that amusic individuals are only slower to respond to tasks involving explicit judgments of pitch.     

Conflicts as aversive signals

Theories of human action control deal with the question of how cognitive control is dynamically adjusted to task demands. The conflict monitoring theory of anterior cingulate (ACC) function suggests that the ACC monitors for response conflicts in the ongoing processing stream thereby triggering the mobilization of cognitive control. Alternatively, the outcome evaluation account of ACC function suggests that the ACC monitors for negative performance outcomes, an information that serves as an aversive learning signal for future action selection. Botvinick (2007) recently suggested that both theories might converge on the detection of aversive signals in general. Here, the authors provide first evidence that conflicts are registered as aversive signals. Congruent and incongruent Stroop color-words served as primes, and positive and negative stimuli as targets in an affective priming paradigm. Negative targets were evaluated faster after incongruent than after congruent Stroop primes, and positive targets were evaluated slower after incongruent than after congruent primes. The finding that conflicts are actually registered as aversive signals bridges the gap between competing theories of ACC function and has broad theoretical and behavioral implications as it makes the conflict monitoring theory applicable to a much wider range of situations and tasks.     

Effects of Stroop task duration on subsequent cognitive and physical performance

The strength model of self-control purports to explain why brief cognitive response inhibition tasks impair subsequent isometric handgrip endurance. According to the model, ego depleting tasks requiring self-control resources impair performance on subsequent tasks that also require self-control resources. However, several lines of evidence challenge this model, including evidence of improved exercise performance following longer cognitive tasks. Our study investigated the effects of cognitive task duration on (1) subsequent physical endurance performance, (2) concurrent cognitive task performance, and (3) subsequent novel cognitive task performance. Adopting an experimental design, with Stroop task type (incongruent, congruent) and duration (5, 10, 20 min) as between-participant factors, participants (N = 180) completed a color word Stroop task, an isometric handgrip to exhaustion task, and a novel 5-min incongruent number word Stroop task. In the handgrip task, endurance performance was worse following incongruent word Stroop than congruent word Stroop for 10-min tasks but not 5-min and 20-min tasks. In the word Stroop task, accuracy was lower and speed was slower following incongruent word Stroop than congruent word Stroop. Importantly, reaction times improved with longer task durations. In the novel number Stroop task, accuracy was higher following incongruent word Stroop than congruent word Stroop. In conclusion, the finding that the ego depletion effect was moderated by cognitive task duration is better explained by the expected value of control model than the strength model.     

List-wide control is not entirely elusive: Evidence from picture–word Stroop

Stroop interference is attenuated in mostly incongruent lists, as compared with mostly congruent ones. This finding is referred to as the list-wide proportion congruence effect. The traditional interpretation refers to the strategic biasing of attention via list-wide control. In mostly incongruent lists, attention is biased away from the irrelevant words, whereas in mostly congruent lists, words are more fully processed. According to the item-specific account, the list-wide proportion congruence effect reflects stimulus-driven mechanisms, and not list-wide control. The unambiguous evidence available to date strongly favors the item-specific account. Using a picture–word Stroop task, we demonstrate a list-wide proportion congruence effect for 50% congruent items that are embedded in mostly incongruent and mostly congruent lists. This novel finding illustrates that the list-wide proportion congruence effect is not entirely dependent on item-specific contributions and supports the list-wide control account. We discuss factors impacting the emergence of list-wide control in Stroop tasks.     

Response-repetition costs in task switching: how they are modulated by previous-trial response-category activation

A common finding is that there are response-repetition (RR) costs under task switching. Moreover, when the stimulus on the previous trial was congruent then RR costs are usually larger than when it was incongruent. This effect of the previous trial has been explained by assuming that a response category is generally inhibited after the execution of its corresponding response on the previous trial and that the amount of inhibition depends on the activation of the response category. However, up to now it was open which property of the response-category activation on the previous trial is crucial: the absolute activation of the correct response category or the activation difference between the alternative response categories. To differentiate between these two possibilities we compared RR costs after congruent, neutral, and incongruent trials. In two experiments we found similar RR costs after congruent and neutral trials, whereas the RR costs were smaller after incongruent trials. These results support the hypothesis that the amount of response inhibition is determined by the activation differences between the alternative response categories on the previous trial.     

评价分类任务中情绪启动效应的若干定理*

评价分类任务中的情绪启动效应有很多现象,如比例效应、反转效应、词频效应。到目前为止,任何一个启动模型均无法解释所有的情绪启动现象,表明现有的模型均有理论不足。为此提出了四条定理,实验一证实了启靶一致RT(一致性期待时)<启靶不一致RT(不一致性期待时)<启靶一致RT(不一致性期待时);实验二证实了“启—靶”反应从快到慢依次是:N(负)—N、P(正)—N、N—P、P—P;实验三证实了在评价分类任务中准确性判断与速度判断出现了实验性分离。使用这些定理可以解释所有的评价分类任务中的情绪启动现象。     

Ratings of pleasantness and intensity for beverages served in containers congruent and incongruent with expectancy

Pleasantness and intensity ratings of beverages served in containers congruent and incongruent with expectancy were assessed. Past research has shown that the violation of food expectancies, e.g., color, taste, temperature, leads to more negative evaluations of food. Thus, it was hypothesized that beverages sampled from a container incongruent with expectancy, e.g., beer from a coffee cup, would be rated less favorably than the same beverage sampled from a container congruent with expectancy, e.g., beer from a beer bottle. 61 participants evaluated three beverages (beer, orange juice, and hot chocolate) in three containers (bottle, glass, and cup) using 11-point rating scales for pleasantness and intensity. Analysis indicated beverages were rated as significantly more pleasant in containers congruent with expectancy, as well as rated more intense when presented in bottles. These results further address the effects of violating expectations on producing negative hedonic evaluations.     

A dual-process model of brand extension: Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation

The success of a brand extension depends largely on the similarity between the brand and its extension product. Recent psychological and neuroscientific evidence supports a dual-process model that distinguishes taxonomic feature-based similarity from thematic relation-based similarity. In addition to providing a parsimonious organizational framework for prior brand extension research, this dual-process model also provides novel predictions about the processing and evaluation of taxonomic brand extensions (e.g., Budweiser cola) and thematic brand extensions (e.g., Budweiser chips). Results indicate that taxonomic and thematic similarities independently contribute to branding professionals' and lay consumers' evaluations of real and hypothetical brand extensions (Studies 1A and 1B). Counter-intuitively, thematic brand extensions are processed more rapidly (Study 2), judged more novel, and evaluated more positively than taxonomic extensions (Study 3). When induced to consider the commonalities between the brand and the extension product, however, taxonomic extensions are judged more novel and evaluated more positively (Study 3). Implications for brand extension and marketing more generally are discussed.     

Mixing location-relevant and location-irrelevant choice-reaction tasks: influences of location mapping on the Simon effect

The Simon effect refers to the finding that reaction times are faster when stimulus and response locations correspond than when they do not in tasks where stimulus location is defined as irrelevant. The authors examined the Simon effect for situations in which location-irrelevant trials were intermixed with trials for which stimulus location was relevant. Compatible mapping of the location-relevant trials enhanced the Simon effect relative to an unmixed condition, whereas incompatible mapping reversed the Simon effect. The reversal with incompatible mapping remained evident when task uncertainty was removed by use of a precue and was larger than the reversed effect produced by making incongruent trials more frequent than congruent trials. This result suggests that both attentional biases and task-defined associations contribute to the reversal of the Simon effect.     

The effects of voluntary lateral orienting on positive manifold for lateralized cognitive tasks

As an extension of previous studies (Urbanczyk, Angel, & Kennelly, Brain and Cognition, 8, 206-226) examining the effects of unimanual tapping on lateralized cognitive tasks, lateral body orienting was added to an established dual task paradigm to generate differential hemispheric activation and shifts of attention. One hundred twenty right-handed university students retained sequences of digits or spatial locations for 20 sec either alone or during finger tapping. By turning head and eyes left or right, the hemisphere congruent with the sequences (LH for digits, RH for locations) or incongruent (vice versa) was activated. Activation had little effect on retention means but greatly affected resource composition, supporting task performance. Congruent orientation produced significantly higher positive correlations between digit and location tasks than incongruent orientation. Females showed higher sequence retention correlations than males across both orienting groups. For females, congruent activation enhanced tapping rates and tapping-retention task correlations. For males, activation affected neither of these. These results suggest that congruent attentional orienting may couple or integrate regions of the less activated hemisphere into networks of the more activated hemisphere. Greater inter- and intrahemispheric connectivity in the female cortex may produce a greater dependence upon a general attentional "resource."     

Reactions of male subordinates to the sex-role congruency of immediate supervision

Male subjects (N=90) worked under supervision for two hours. A 2×2×2 factorial design was employed so that the supervisor was male or female, autocratic or democratic, and possessed a sex-role congruent or incongruent job title. The hypotheses were supported in part: For female supervision only, the more traditionally incongruent the situation, the more unfavorable were the reactions elicited. This finding was true, however, only for subordinates' verbal comments and not for their task performance or written evaluation of the supervisor. Discussion of the specific hypotheses is provided and an alternate explanation concerning the supervisors' alleged prior experience is offered. A more dynamic approach to the study of leader—subordinate relationships — especially in light of the implications for acceptance of female supervision offered by this study — is advocated.     

Simultaneous and alternate combinations of action-observation and motor imagery involve a common lower-level sensorimotor process

Combining the motor simulation techniques of action observation and motor imagery (AOMI) is known to enhance motor performance more than when these techniques are presented in isolation. The present study examined the involvement of lower-level sensorimotor processes for the improvement in a dart-throwing task using AOMI. Novice participants (n = 70) were assessed on their dart-throwing both before and after a six-week AOMI training intervention that was contingent upon the random allocation of groups. Participants were randomly allocated into groups involving AOMI, where they observed either a congruent action, incongruent action or fixation cross (control), while simultaneously or alternately imagining the dart-throwing task. Dart-throwing performance was significantly more improved for the simultaneous- and alternate-congruent groups compared to the simultaneous-fixation and control groups. There was no indication of improvement by any of the other groups. This improvement appeared to coincide with lower EMG activity at the agonist and antagonist muscles, which would indicate greater movement efficiency. The findings suggest that AOMI involves a common lower-level sensorimotor process, which can lead to motor facilitation or interference, dependent upon whether the simulation techniques are congruent or incongruent with each other, respectively. What's more, this feature does not appear to differ as a function of the structure of delivery (i.e., simultaneous vs. alternate).     

The prioritization of visuo-spatial associations during mental imagery

While previous research has shown that during mental imagery participants look back to areas visited during encoding it is unclear what happens when information presented during encoding is incongruent. To investigate this research question, we presented 30 participants with incongruent audio-visual associations (e.g. the image of a car paired with the sound of a cat) and later asked them to create a congruent mental representation based on the auditory cue (e.g. to create a mental representation of a cat while hearing the sound of a cat). The results revealed that participants spent more time in the areas where they previously saw the object and that incongruent audio-visual information during encoding did not appear to interfere with the generation and maintenance of mental images. This finding suggests that eye movements can be flexibly employed during mental imagery depending on the demands of the task.

     

Semantic Processing in Children and Adults: Incongruity and the N400

Semantic processing in 10-year-old children and adults was examined using event related potentials (ERPs). The N400 component, an index of semantic processing, was studied in relation to sentences that ended with congruent, moderately incongruent, or strongly incongruent words. N400 amplitude in adults corresponded to levels of semantic incongruity with the greatest amplitude occurring to strongly incongruent sentences at all midline electrodes. In contrast, children’s N400s were greater for both moderately and strongly incongruent sentences but did not differ between these levels of incongruity. This finding suggests that semantic processing may differ in adults and children.