Approach/avoidance motivation, message framing, and health behavior: understanding the congruency effect

Health messages framed to be congruent with individuals’ approach/avoidance motivations have been found to be more effective in promoting health behaviors than health messages incongruent with approach/avoidance motivations. This study examines the processes underlying this congruency effect. Participants (undergraduate students, N=67) completed a measure of approach/avoidance orientation (the BIS/BAS scales) and read either a gain- or loss-framed message promoting dental flossing. Results demonstrated a congruency effect: Participants who read a congruently framed message had greater flossing efficacy, intended to floss more, and used more dental flosses than did the participants who read an incongruent message. Moreover, intention to perform the behavior predicted the congruency effect and self-efficacy mediated participants’ intentions to perform the health behavior. Discussion centers on the role of personality factors and situational factors in models of behavior change.

When colors backfire: The impact of color cues on moral judgment

This article investigates if and how the valence of color cues affects moral acceptability of (un)desirable consumer behaviors. Study 1 uses colors with definite differences in terms of valence, namely, red and green. Study 2 applies an evaluative conditioning paradigm to endow initially neutral colors with negative versus positive valences. We find an ironic color effect: undesirable behaviors become more acceptable when presented with negatively valenced colors. In general, respondents find (un)desirable behaviors more acceptable when a background color is of the same valence rather than neutral or opposite in valence. Implications for promotion and prevention campaigns are discussed.     

Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.     

Lateralized goal framing: How health messages are influenced by valence and contextual/analytic processing

The effectiveness of health messages has been shown to vary due to the positive or negative framing of information, often known as goal framing. In two experiments we altered, the strength of the goal framing manipulation by selectively activating the processing style of the left or right hemisphere (RH). In Experiment 1, we found support for the contextual/analytic perspective; a significant goal framing effect was observed when the contextual processing style of the RH – but not the analytic processing style of the left hemisphere (LH) – was initially activated. In Experiment 2, support for the valence hypothesis was found when a message that had a higher level of personal involvement was used than that in Experiment 1. When the LH was initially activated, there was an advantage for the gain- vs. loss-framed message; however, an opposite pattern – an advantage for the loss-framed message – was obtained when the RH was activated. These are the first framing results that support the valence hypothesis. We discuss the theoretical and applied implications of these experiments.     

如何道歉更有效:调节聚焦与信息框架的作用

本研究结合调节聚焦理论探讨了如何道歉更有效。两个实验通过启动不同调节聚焦,创设冒犯情境并呈现不同框架的道歉信息,考察调节聚焦与道歉框架对道歉效果的影响。结果表明,向促进聚焦的受害者呈现积极框架的道歉信息、向防御聚焦的受害者呈现消极框架的道歉信息能改善受害者对冒犯者的评价,降低交往回避倾向,获得较好的道歉效果,且正确感是此种影响发生的内在机制。     

Task-switching cost and repetition priming: Two overlooked confounds in the fixed-set procedure of the Sternberg paradigm and how they affect memory set-size effects

Subjects performed Sternberg-type memory recognition tasks (Sternberg paradigm) in four experiments. Category-instance names were used as learning and testing materials. Sternberg's original experiments demonstrated a linear relation between reaction time (RT) and memory-set size (MSS). A few later studies found no relation, and other studies found a nonlinear relation (logarithmic) between the two variables. These deviations were used as evidence undermining Sternberg's serial scan theory. This study identified two confounding variables in the fixed-set procedure of the paradigm (where multiple probes are presented at test for a learned memory set) that could generate a MSS RT function that was either flat or logarithmic rather than linearly increasing. These two confounding variables were task-switching cost and repetition priming. The former factor worked against smaller memory sets and in favour of larger sets whereas the latter factor worked in the opposite way. Results demonstrated that a null or a logarithmic RT-to-MSS relation could be the artefact of the combined effects of these two variables. The Sternberg paradigm has been used widely in memory research, and a thorough understanding of the subtle methodological pitfalls is crucial. It is suggested that a varied-set procedure (where only one probe is presented at test for a learned memory set) is a more contamination-free procedure for measuring the MSS effects, and that if a fixed-set procedure is used, it is worthwhile examining the RT function of the very first trials across the MSSs, which are presumably relatively free of contamination by the subsequent trials.     

The threat vs. challenge of car parking for women: How self- and group affirmation affect cardiovascular responses

This study examines cardiovascular responses indicating challenge (vs. threat) during motivated performance of women under social identity threat. Low gender identified women should primarily be concerned with their personal identity and self-worth, leading them to benefit from self-affirmation under social identity threat. Highly identified women, conversely, should care more for the value of their group and benefit more from group affirmation. Among 64 female participants social identity threat was induced by emphasizing gender differences in car-parking ability. Then, participants received an opportunity to affirm the self or the group and worked on a car-parking task. During this task, cardiovascular challenge versus threat responses were assessed according to the biopsychosocial model (Blascovich, 2008). Results confirmed predictions by showing that self-affirmation elicited cardiovascular patterns indicating challenge in low identifiers, while group affirmation elicited challenge in high identifiers. Theoretical implications for work on social identity are discussed.