Brand (in)fidelity: When Flirting with the Competition Strengthens Brand Relationships

We document the existence and consequences of brand flirting: a short‐lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting, and that when consumers flirt with a brand other than their typically preferred brand in the same product category, they can transfer this excitement to their preferred brand—resulting in even greater love and desire for it. Consistent with this conceptual account, we demonstrate that this brand flirting effect is mediated by excitement. Moreover, the brand flirting effect is most likely to emerge under conditions that facilitate arousal transfer: when consumers are highly committed to their preferred brand, and when the brand with which consumers flirt is similar to their preferred brand.     

Evaluating Decision Makers: The Role of Choice Congruence and Outcome

Two studies were conducted in which decision makers were evaluated by subjects who had agreed or disagreed with the decision maker's choice. Subjects read one of two vignettes describing the alternatives available to the decision maker, indicated which alternative they personally favored, and then learned about the decision maker's choice and the outcome that occurred. Study 1 varied whether the outcomes of the decision maker's choice were positive or negative, and whether the subject's preferred option matched (congruent choice) or did not match (incongruent choice) that of the decision maker. Subjects rated the extent to which they thought the decision maker was worthy of praise (in the case of positive outcomes) or blame (in the case of negative outcomes), and the decision maker's likableness and competence. Results revealed a strong effect of congruence on attributions of praise and blame: More praise was ascribed to an agreeing decision maker and more blame to a disagreeing decision maker. The degree to which the decision maker was seen as likable was affected by congruence only, whereas perceived competence was influenced by both outcome and congruence. Study 2 addresses some methodological issues that were unresolved in Study 1 and replicated the results of the first study, using new stimulus materials and an expanded set of dependent measures.     

There Are Plenty of Fish in the Sea: The Effects of Choice Overload and Reversibility on Online Daters’ Satisfaction With Selected Partners

Online dating is often lauded for improving the dating experience by giving singles large pools of potential partners from whom to choose. This experiment investigates how the number of choices online daters are given, and whether these choices are reversible, affects romantic outcomes. Drawing on the choice overload and decision reversibility theoretical frameworks, we show that, a week after making their selection, online daters who chose from a large set of potential partners (i.e., 24) were less satisfied with their choice than those who selected from a small set (i.e., 6), and were more likely to change their selection. While choice reversibility did not affect daters’ satisfaction, those who selected from a large pool and had the ability to reverse their choice were the least satisfied with their selected partner after one week. The results advance understanding of how media features related to choice affect interpersonal evaluations.     

As the Twig Is Bent? The Myth of Child-Rearing Influences on Personality Development

Social scientists and laypersons alike believe that child-rearing styles and family environments are formative of personality traits such as shyness and activity level, intellectual traits such as IQ, and psychopathology. After 100 years of behavioral genetic research, however, including new studies of twins raised apart and together, little factual support for this “common sense” proposition can be found. Nonintellectual traits seem to be determined instead by genetic influences and by relatively specific environmental influences, most of which are not particularly tied to the family or parental treatments. Intellectual traits show modest family environmental influence, but that influence may diminish in importance after childhood. I conclude that parents should be given less credit for children who turn out well and should take less blame for children who turn out poorly. Counselors who blame parents less for children's behavioral outcomes—especially extreme traits and psychopathology—may find those parents to be more willing helpers in those intervention processes that have been shown to work.     

Message framing of products causes a preference shift in consumers' choices

• Using two experiments, this paper demonstrates that framing causes a preference shift when consumers choose between a better and more expensive product and an inferior and cheaper alternative product. In Experiment 1, car owners chose between original parts and non‐original parts to replace parts they were told had broken down. Participants could either save money by choosing a cheaper and inferior non‐original part (positive framing) or lose money by choosing a better and more expensive original part (negative framing). Consumers preferred the original parts in the positive framing condition relative to the negative framing condition. Experiment 2 replicated this finding using other products – an expensive well known, international brand of high quality vs. a cheaper private brand of lower quality. Experiment 2 included an additional two experimental groups in which the quality characteristic of these products was framed positively (gain quality) or negatively (lose quality). The results showed that participants chose the better and more expensive product more when presented with negative framing relative to positive framing of the quality. The results of both experiments can be explained using Kahneman and Tversky's ( 1979 ) value function presented in their Prospect Theory: Because losses are experienced more intensely than gains of similar objective magnitude, consumers exhibit a preference shift regarding the two products. The significance of these findings for both retailers and consumers considering two alternative products that differ in price and quality are discussed.

Copyright © 2010 John Wiley & Sons, Ltd.     

Self-control and impulsiveness in children and adults: Effects of food preferences

Experiment 1 used 6 preschool boys and Experiment 2 used 6 adult women to explore the effects of food preference on humans' choice in self-control paradigms. The boys showed a higher proportion of responses for more delayed, larger reinforcers (a measure of self-control) when those choices resulted in receipt of the most preferred food compared to when those choices resulted in the least preferred food. Further, the boys chose the less delayed, smaller reinforcers significantly more often when only those choices, as opposed to both choices, resulted in the most preferred food. Conversely, they chose the more delayed, larger reinforcers significantly more often when only those choices, as opposed to both choices, resulted in the most preferred food. Finally, the women demonstrated significantly less sensitivity to reinforcer amount relative to sensitivity to reinforcer delay (another measure of self-control) when they had a higher preference for the juice received as the less delayed, smaller reinforcer than for the juice received as the more delayed, larger reinforcer. Together, the results show that subjects' food preferences can influence self-control for food reinforcers.     

Neoliberal Beliefs and Perceptions of Unintended Adolescent Pregnancy after Consensual or Forced Sex

From a neoliberal perspective, young women are free to make autonomous choices and are personally responsible for the outcomes of these choices. Neoliberal ideals may appear to empower women as free sexual agents; however, an individualistic focus on self-sufficiency and personal responsibility may lead to harsh, decontextualized responses to those who experience unintended outcomes. We hypothesized that observers with stronger neoliberal beliefs would show more stigmatizing responses to an unintentionally pregnant adolescent. We also explored whether these expected associations would be moderated by whether or not the young woman chose to consent to sex. U.S. undergraduate students (n = 200) completed a measure of neoliberal beliefs and were randomly assigned to read one of two scenarios in which an adolescent became pregnant after either consensual or forced sex. As expected, participants with stronger neoliberal beliefs were more blaming toward the adolescent for becoming pregnant, felt less sympathy toward her, and had less positive attitudes about her receiving help. These associations remained after controlling for general political ideology and regardless of whether the pregnancy was due to consensual or forced sex. Our results suggest that, for the neoliberal observer, young women are held personally responsible for even uncontrollable sexual and reproductive outcomes.     

Positive Psychology and Attachment: Positive Affect as a Mediator of Developmental Outcomes

Fredrickson’s (1998) broaden-and-build model and Bowlby’s (1969) attachment theory provide alternate explanations for positive cognitive, social, physical, and psychological outcomes, positive affect and secure attachments, respectively. This study examined whether affect mediates the relationship between attachment and positive outcomes. The sample consisted of 99 undergraduate students from a small, public liberal arts college in the mid-Atlantic region. For people high in attachment anxiety, but not those high in attachment avoidance, affect partially mediated social and psychological outcomes and fully mediated health outcomes. People who scored high in attachment anxiety reported less positive affect and more negative affect, which results in poorer social, physical, and psychological outcomes than those with lower levels of attachment anxiety. Perhaps children with caregivers who are more responsive to their needs experience more positive affect; and, it is the experience of positive affect that yields developmental advantages.     

Forgiveness in marriage: putting the benefits into context.

The current longitudinal study examined the consequences of spouses' tendencies to forgive their partners over the first 2 years of 72 new marriages. Though positive main effects between forgiveness and marital outcomes emerged cross-sectionally, spouses' tendencies to forgive their partners interacted with the frequency of those partners' negative verbal behaviors to predict changes in marital outcomes longitudinally. Specifically, whereas spouses married to partners who rarely behaved negatively tended to remain more satisfied over time to the extent that they were more forgiving, spouses married to partners who frequently behaved negatively tended to experience steeper declines in satisfaction to the extent that they were more forgiving. Similar patterns emerged for changes in the severity of husbands' problems, such that husbands married to wives who frequently behaved negatively reported sharper increases in problem severity to the extent that they were more forgiving but reported more stable problem severity to the extent that they were less forgiving. These findings question whether all spouses should benefit from forgiveness interventions and thus highlight the need for further research on the most appropriate targets for such interventions.     

An Influence of Product and Brand Name on Positive Affect: Implicit and Explicit Measures

Results of two studies indicated that tasting a familiar product designed to be refreshing (iced tea), without knowledge of the brand, induced positive affect, as did the gift-of-candy (not consumed) induction, used in many previous studies. As compared to controls, these participants showed more positive affect as reflected by 5 implicit measures and 2~explicit ratings of the refreshingness and pleasingness of the product. They performed significantly better on items from the Remote Associates Test (a test of creativity), generated more unusual and more pleasant first associates to a randomly selected letter of the alphabet, and to neutral words (the implicit measures). Results also indicated that similar affect did not arise when participants tasted a less liked, unfamiliar, brand of iced tea, without knowledge of the brand. However, when the brand name (a known brand) of that tea was presented with the less liked product sample, people who tasted that same tea showed positive affect responses on the implicit measures of affect and also explicitly rated the tea as more refreshing and pleasing than the unbranded version of the same tea.     

Ambiguous games: Evidence for strategic ambiguity aversion

The problem of ambiguity in games is discussed, and a class of ambiguous games is identified. A total of 195 participants played strategic-form games of various sizes with unidentified co-players. In each case, they first chose between a known-risk game involving a co-player indifferent between strategies and an equivalent ambiguous game involving one of several co-player types, each with a different dominant strategy, and then they chose a strategy for the preferred game. Half the players knew that the ambiguous co-player types were equally likely, and half did not. Half expected the outcomes to be known immediately, and half expected a week's delay. Known-risk games were generally preferred, confirming a significant strategic ambiguity aversion effect. In the delay conditions, players who knew that the ambiguous co-player types were equally likely were significantly less ambiguity averse than those who did not. Decision confidence was significantly higher in 2 × 2 than in larger games.     

Ambiguous games: evidence for strategic ambiguity aversion

The problem of ambiguity in games is discussed, and a class of ambiguous games is identified. A total of 195 participants played strategic-form games of various sizes with unidentified co-players. In each case, they first chose between a known-risk game involving a co-player indifferent between strategies and an equivalent ambiguous game involving one of several co-player types, each with a different dominant strategy, and then they chose a strategy for the preferred game. Half the players knew that the ambiguous co-player types were equally likely, and half did not. Half expected the outcomes to be known immediately, and half expected a week's delay. Known-risk games were generally preferred, confirming a significant strategic ambiguity aversion effect. In the delay conditions, players who knew that the ambiguous co-player types were equally likely were significantly less ambiguity averse than those who did not. Decision confidence was significantly higher in 2 × 2 than in larger games.     

Use of rest breaks and accidents by professional drivers

This study examined the effect of rest breaks on traffic accidents by 720 randomly selected professional drivers who completed a postal questionnaire. Drivers involved in an accident preferred to enjoy their breaks at rest places meant for professional drivers, whereas accident-free drivers chose more freely the timing of their breaks during driving.     

The color–flavor incongruency effect in product evaluation and brand perception

Crossmodal correspondences refer to the tendency to associate a pair of features across different senses; specifically, consumers can associate the color of packaging with a certain flavor label for packaged foods after repeated exposure to the packaging of mainstream, everyday products. We conducted two studies to examine how the incongruency between packaging color and flavor labeling influences consumers' evaluations of a food product and their perceptions of a brand. The results revealed that the participants liked a food product less when its packaging color was incongruent with its flavor label, but the magnitude of this color–flavor incongruency effect decreased after participants repeatedly searched for these products on the shelves of a virtual supermarket. Participants also considered the brand of packaged foods to be more innovative when the products' packaging colors were incongruent with flavor labels, and the magnitude of this color–flavor incongruency effect on brand perception was not influenced by their experience of searching for a product in virtual reality. Together, these results suggested that crossmodal congruency is an important factor to consider in packaging design and can be used as a marketing tool to increase product likability and attract consumers' attention.     

Transforming Dissatisfaction With Services Into Self‐Determination: A Social Psychological Perspective on Community Program Effectiveness1

A field study of supported employment for adults with mental illness provided an experimental test of cognitive dissonance theory. We predicted that most work‐interested individuals randomly assigned to a non‐preferred program would reject services and lower their work aspirations. However, individuals who chose to pursue employment through a non‐preferred program were expected to resolve this dissonance through favorable service evaluations and strong efforts to succeed at work. Significant Work Interest × Service Preference interactions supported these predictions. Over 2 years, participants interested in employment who obtained work through a non‐preferred program stayed employed a median of 362 days vs. 108 days for those assigned to a preferred program; participants who obtained work through a non‐preferred program also had higher service satisfaction.     

Perceived Responsibility and Blame for Economic Success and Failure: Social Class and Employment Status Comparisons

The present study tested the proposition that social class and employment status would differentially affect attributions of responsibility and blame concerning positive and negative economic outcomes. The hypothesis here is that subjects will not blame a person who fails to get a job after taking a retraining program. The hypothesis is based upon the assumption that individuals on the lower rung of the economic ladder are aware of the external circumstances operating against economic security. As predicted, the person experiencing failure was neither held responsible nor blamed for his outcome. Also social class and employment status affected perceptions of the reasons for the successful outcome.     

Destructive Criticism Revisited: Appraisals,Task Outcomes,and the Moderating Role of Competitiveness

Destructive criticism is negative feedback that is inconsiderate in style and content, which exists at the intersection of performance feedback and interpersonal mistreatment. The current research integrates these literatures with an investigation of the effects of destructive versus constructive criticism from a co‐worker on recipients' relational appraisals, emotions, and task outcomes. Drawing from theorising about cognitive appraisals after personal affronts, we first propose that those who experience destructive criticism are more likely than those who experience constructive criticism to (a) perceive that the feedback‐giver intended to harm them, (b) blame the feedback‐giver, (c) distrust the feedback‐giver, and (d) feel anger. Second, with regard to task‐related outcomes, we extend research on trait moderators of feedback responses to the study of destructive criticism. We draw from feedback intervention theory ( Kluger & DeNisi, 1996 ) regarding how feedback may alter the locus of attention to be either self‐ or task‐focused, and investigate a trait that may shift one's attention to the self after destructive criticism. Specifically, we proposed that trait competitiveness—i.e. a desire to win over others—interacts with type of criticism to predict task‐related outcomes. The results of two experiments—a scenario study and a behavioral experiment—provide support for our arguments.     

Subjective Well-Being and Hedonic Editing: How Happy People Maximize Joint Outcomes of Loss and Gain

Hedonic editing refers to the decision strategy of arranging multiple events in time to maximize hedonic outcomes (Thaler in Market Sci 4:199–214, 1985). The present research investigated the relationship between subjective well-being and hedonic editing. In Study 1, we gave participants pairs of social or financial events and asked them to indicate their preferences regarding the sequence and interval length between the two events. Compared to participants with lower subjective well-being, those with higher subjective well-being preferred to experience a social gain (e.g., chatting with a close friend) temporally closer to a financial loss, suggesting that happy individuals are more inclined than less happy individuals to use positive social events as cross-domain buffers against loss. In Study 2, participants were asked to select the type of positive event they would want to experience after a negative event. Happy individuals displayed a stronger preference for social events. Implications and directions for future research are discussed.     

The role of fairness perceptions and accountability attributions in predicting reactions to organizational events

Researchers have found that fairness perceptions relate to many different outcomes (e.g., J. A. Colquitt, D. E. Conlon, M. J. Wesson, C. Porter, & K. Y. Ng, 2001). However, they cannot predict when an employee will react against a specific individual or against the organization itself. To address this question, the authors integrated the fairness and blame-attributions literatures. They predicted that blame attributions would strengthen the relationship between fairness perceptions and reactions to specific organizational agents. They surveyed 48 employees who believed there were inaccuracies in their most recent performance appraisals. Employees reported perceptions of fairness and attributions of blame to both their supervisor and the organization and rated their commitment to both targets. Supervisors simultaneously rated each employee's citizenship behavior toward each target. For supervisor reactions and organizational citizenship behavior directed at the organization, blame and fairness perceptions interacted; unique positive reactions were elicited only when the supervisor was perceived as blameless and fair.     

Choice between constant and variable alternatives by rats: effects of different reinforcer amounts and energy budgets

Two experiments, using rats as subjects, investigated the effect of different reinforcer amounts and energy budgets on choice between constant and variable alternatives under a closed economy. Rats were housed in the chamber and were exposed to a modified concurrent-chains schedule in which the choice phase was separated from a rest phase during which the rats could engage in other activities. In the choice phase, a single variable-interval schedule arranged entry into one of two equal terminal links (fixed-interval schedules). The constant terminal link ended with the delivery of a fixed number of food pellets (two or three, depending on the condition), whereas the variable terminal link ended with a variable number of food pellets (means of two or three, depending on the condition). Energy budget was defined as positive when body weights were over 90% of free-feeding weights, and as negative when they were under 80% of free-feeding weights. The different body weights were produced by varying the duration of the equal terminal-link schedules within daily 3-hr sessions. In Experiment 1, rats chose between a constant and a variable three pellets under both energy budgets. Rats preferred the constant three pellets more under the positive energy budget, whereas they were indifferent under the negative energy budget. In Experiment 2, rats chose between a constant three pellets and a variable two pellets, and chose between a constant two pellets and a variable three pellets under both energy budgets. The rats strongly preferred the constant three pellets over the variable two pellets under both energy budgets. In contrast, rats preferred the variable three pellets over the constant two pellets only under the negative energy budget, whereas they were indifferent under the positive energy budget. These results indicate that rats choices are sensitive to the difference in reinforcer amounts and to the energy budgets defined by the level of body weight. The present results are consistent with those obtained with small granivorous birds as well as with the predictions of a recent risk-sensitive foraging theory.