Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness

How can firms use brand personalities to develop the most persuasive advertising appeals? In this article, we examine advertising appeals that capitalize on the signaling opportunities that using these brands can provide (signaling ad appeal) versus the self-improvement opportunities that using these brands can offer (self-improvement ad appeal). In two studies, we find that the effectiveness of these appeals depends on consumers' implicit self-theories. Specifically, signaling ad appeals are more effective for consumers who believe their personal qualities are fixed and cannot be developed through their own efforts (entity theorists), whereas self-improvement ad appeals are more effective for consumers who believe their personal qualities are malleable and can be developed (incremental theorists). Implications for brand personality research and advertising are discussed.     

“Meaningful” social inferences: Effects of implicit theories on inferential processes

Perceivers’ shared theories about the social world have long featured prominently in social inference research. Here, we investigate how fundamental differences in such theories influence basic inferential processes. Past work has typically shown that integrating multiple interpretations of behavior during social inference requires cognitive resources. However, three studies that measured or manipulated people’s beliefs about the stable versus dynamic nature of human attributes (i.e., their entity vs. incremental theory, respectively) qualify these past findings. Results revealed that, when interpreting others’ actions, perceivers’ theories selectively facilitate the consideration of interpretations that are especially theory-relevant. While experiencing cognitive load, entity theorists continued to incorporate information about stable dispositions (but not about dynamic social situations) in their social inferences, whereas incremental theorists continued to incorporate information about dynamic social situations (but not about stable traits). Implications of these results for how perceivers find meaning in behavior are discussed.     

内隐人格理论对他人印象加工策略的影响

从表征状态与他人知觉信息加工方式两个角度探讨了内隐人格理论对他人印象加工策略的影响。首先采用自编的童话情境测验对120名被试的内隐人格理论进行维度分析, 甄选出持不同内隐人格理论的被试(实体论42人、渐变论48人)。随后使用错觉关联效应的实验范式, 要求两类被试(持不同内隐人格理论及其指向性情境)对他人行为信息进行判断, 记录自由回忆和频率估计的差异值。结果发现：持不同内隐人格理论的个体在知觉他人时采用不同的信息加工方式。实体论者通常采用启发式加工, 渐变论者通常采用分析式加工。实体论者在进行启发式加工时, 通过对他人行为信息的即时性判断形成他人印象; 渐变论者在进行分析式加工时, 对他人行为信息进行记忆性判断, 最终依赖情境信息形成他人印象。     

Effects of message framing and temporal context on college student drinking behavior

This study evaluated the interactive effects of message framing and temporal context on college student alcohol use. Participants (n = 228) were randomly assigned to read an alcohol prevention message that varied by message frame (gains vs. losses) and temporal context (short- vs. long-term consequences). Participants returned to the lab one month later to report their drinking behavior over the past month. As predicted, students exposed to the gain-framed message reported lower alcohol use (drank less frequently, drank fewer alcoholic beverages per drinking occasion, and engaged in less binge drinking) as compared to students exposed to the loss-framed message, but only if they read about short-term consequences of alcohol use. Message frame had no effect when participants were exposed to long-term consequences. This investigation extends previous research by demonstrating the effectiveness of message framing for reducing health-damaging behaviors and by identifying temporal context as a moderator of framing effects.     

The association between implicit theories of personality and the attributional process

The influence of implicit theories of personality (entity vs. incremental theorists; see Dweck, Chiu and Hong, 1995) on the stages of the Sequential Operations Model of attribution (Gilbert, Pelham, and Krull, 1988) was investigated. Two hundred eighty Norwegian participants were given a Norwegian translation of the implicit personality theories measure. Participants then read two essays, one advocating the pro-life position and the other advocating the pro-choice position on the abortion issue. The essay positions were ostensibly assigned rather than freely chosen by the author. After each essay, participants were asked to rate the essay position and the true attitude of the author. Entity and incremental theorists showed no differences in their ratings of the essay position; however, entity theorists made significantly stronger correspondent inferences about the author's attitude than did incremental theorists. These results support the contention that entity theorists engage in less attributional correction than incremental theorists.     

The influence of violent and nonviolent computer games on implicit measures of aggressiveness

We examined the causal relationship between playing violent video games and increases in aggressiveness by using implicit measures of aggressiveness, which have become important for accurately predicting impulsive behavioral tendencies. Ninety‐six adults were randomly assigned to play one of three versions of a computer game that differed only with regard to game content (violent, peaceful, or abstract game), or to work on a reading task. In the games the environmental context, mouse gestures, and physiological arousal—as indicated by heart rate and skin conductance—were kept constant. In the violent game soldiers had to be shot, in the peaceful game sunflowers had to be watered, and the abstract game simply required clicking colored triangles. Five minutes of play did not alter trait aggressiveness, yet an Implicit Association Test detected a change in implicit aggressive self‐concept. Playing a violent game produced a significant increase in implicit aggressive self‐concept relative to playing a peaceful game. The well‐controlled study closes a gap in the research on the causality of the link between violence exposure in computer games and aggressiveness with specific regard to implicit measures. We discuss the significance of importing recent social–cognitive theory into aggression research and stress the need for further development of aggression‐related implicit measures. Aggr. Behav. 36:1–13, 2010. © 2009 Wiley‐Liss, Inc.     

A naturalistic study of the impact of message framing on highway speeding

Speeding is the most common road violation, and is one of the main causes of crashes. To protect road users, authorities use sanctions and preventive measures to prompt drivers to observe speed limits. However, the efficacy of prevention messages varies according to a number of factors, among which risk framing is important. We ran a study to test whether gain is more effective than loss (framing effect). Four anti-speeding messages were presented on variable-message signs, along one side of a busy 8-lane highway in France (speed limit: 130 km/h – 80 mph), during 6 weekends. Within a between subject design, the messages differed in orientation (gain vs. loss vs. no message) and theme (crash vs. fuel consumption). The drivers’ speed was recorded on the highway 2 km (1.25 miles) after the sign (6486 recordings of speed). The results showed that speed was lower when a message was displayed than in the control condition, and when the message was gain-framed rather than loss-framed. These effects were stronger on the left lanes (overtaking lanes). Hence, gain framed messages are recommended for prevention campaigns at least when no risk factor is salient.     

The influence of temporal regularities on the implicit learning of pitch structures

Implicit learning is the acquisition of complex information without the intention to learn. The aim of this study was to investigate the influence of temporal regularities on the implicit learning of an artificial pitch grammar. According to the dynamic attending theory (DAT) external regularities can entrain internal oscillators that guide attention over time, inducing temporal expectations that influence perception of future events. In the present study, the presentation of the artificial pitch grammar in the exposure phase was temporally either regular or irregular for one of two participant groups. Based on the DAT, it was hypothesized that the regular temporal presentation would favour implicit learning of tone structures in comparison to the irregular temporal presentation. Results demonstrated learning of the artificial grammar for the group with the regular exposure phase and partial learning for the group with the irregular exposure phase. These findings suggest that the regular presentation helps listeners to develop perceptual expectations about the temporal occurrence of future tones and thus facilitates the learning of the artificial pitch grammar.     

Moving beyond the function of the health behaviour: The effect of message frame on behavioural decision-making

Health messages that provide gain- or loss-framed arguments have a differential impact on behavioural decision-making (Rothman & Salovey, 1997). Typically, gain-framed messages more effectively promote preventive health behaviours, which maintain health and minimise the risk of a health problem, whereas loss-framed messages more effectively promote detection behaviours, which involve the risk of finding a health problem. Two experiments tested the thesis that the risk implications of the behaviour are an important determinant of the persuasive impact of gain- and loss-framed appeals. Results revealed that when the risk associated with a health behaviour (either a prevention behaviour in Experiment 1 or a detection behaviour in Experiment 2) was low, participants responded more favourably to gain-framed messages. However, when the risk associated with the health behaviour (either prevention or detection) was high, participants responded more favourably to loss-framed messages. Discussion focuses on the importance of taking into account how individuals construe a behaviour when constructing framed appeals.     

Mutual influences between the implicit and explicit self-concepts: The role of memory activation and motivated reasoning

Whereas previous research has predominantly focused on dissociations between the explicit and implicit self-concepts, the current research investigates how these aspects of self-representation come into correspondence through the activation of information about the self in memory. Experiment 1 provides evidence for a “bottom-up” process of self-construal in which information activated in the implicit self-concept produces congruent changes in the explicit self-concept. Experiment 2 provides evidence for a “top-down” process of self-construal in which the motivated assertion of a propositional belief in the explicit self-concept leads, via a process of confirmatory hypothesis testing, to the activation of substantiating information in the implicit self-concept. These two processes of self-concept change are integrated within a framework that specifies how the explicit and implicit self-concepts are related within an overall, dynamic self-system. Possibilities for expanding the framework to account for self-concept dissociations are discussed.     

The influence of linguistic and cognitive factors on the time course of verb-based implicit causality

In three eye-tracking experiments the influence of the Dutch causal connective “want” (because) and the working memory capacity of readers on the usage of verb-based implicit causality was examined. Experiments 1 and 2 showed that although a causal connective is not required to activate implicit causality information during reading, effects of implicit causality surfaced more rapidly and were more pronounced when a connective was present in the discourse than when it was absent. In addition, Experiment 3 revealed that—in contrast to previous claims—the activation of implicit causality is not a resource-consuming mental operation. Moreover, readers with higher and lower working memory capacities behaved differently in a dual-task situation. Higher span readers were more likely to use implicit causality when they had all their working memory resources at their disposal. Lower span readers showed the opposite pattern as they were more likely to use the implicit causality cue in the case of an additional working memory load. The results emphasize that both linguistic and cognitive factors mediate the impact of implicit causality on text comprehension. The implications of these results are discussed in terms of the ongoing controversies in the literature—that is, the focusing-integration debate and the debates on the source of implicit causality.     

The effects of name similarity on message processing and persuasion

Prior studies have found that name similarity can serve as a cue that favorably affects evaluations without conscious deliberation. In a series of four experiments, we show that name similarity can increase the conscious processing of information with which it is associated. When exposed to student resumes or advertised brands with names similar (versus dissimilar) to theirs, respondents were more likely to relate the information to themselves (self-reference, Experiments 2-4) and thoughtfully examine it. Evidence of thoughtful processing included slower reaction times when reviewing resumes and greater information recall (Experiment 1), spending more time in resume review (Experiment 2), greater evaluative differentiation between resumes and product brands of different quality (Experiments 2 and 3), and developing stronger brand attitudes (Experiment 4). An expanded view of how and why name similarity can affect persuasion is offered and discussed.     

解释框架对文化混搭产品评价的影响——比较焦点和解释策略的调节效应

文化混搭产品因涉及到不同国家的文化符号的同时呈现, 可能导致母国文化的完整性与生命力受到威胁, 引发外国文化入侵母国文化的感知进而降低消费者的产品评价。本研究从文化混搭产品的营销传播视角出发, 基于前人的研究基础之上, 探讨了不同信息表述框架策略的采用会如何影响消费者的文化入侵感知进而影响他们对文化混搭产品的评价, 并重点探究了它可能存在的两个边界条件, 即消费者的比较焦点和企业的不同解释策略。两个实验的结果不仅再一次验证了前人所得出的研究结论, 即文化混搭产品采用“外国文化-母国文化”的框架策略时, 会使消费者产生外国文化改变了母国文化的感知, 导致消费者对产品的评价要显著低于采用“母国文化-外国文化”的框架策略, 其中感知文化入侵起着完全中介的作用。更重要的是, 深入揭示出上述的这种不同文化混搭框架效应只有在启动的是消费者的差异性聚焦以及企业采用的是属性解释策略时才存在, 而当启动的是消费者的相似性聚焦以及企业采用关系解释策略时, 这一效应将会消失。本研究不仅深入剖析出了引发消费者对文化混搭现象产生排斥性反应的内在机理, 拓展了前人研究结论的普适性, 也为企业的文化混搭产品的营销推广提供了有用的实践启示。     

The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective

Three experiments investigate expertise as a moderator of the relationship between implicit and explicit attitude measures. Prior research suggests that greater expertise leads to stronger implicit–explicit relations; however, a cognitive view of expertise can also predict a weaker implicit–explicit relation. Our framework helps to resolve that seeming contradiction on the basis of the availability/accessibility of attributes versus attitudes in explicit attitude measures. We show that object specificity and contextual factors (e.g., instructions and prior evaluations in a survey) differentially affect the availability/accessibility of global attitudes and attribute information for novices versus experts, thus determining how expertise moderates the implicit–explicit relation.     

Understanding the prevalence and correlates of implicit theories of weight in the United States: Insights from a nationally representative sample

Objectives: The primary aim of this research is to understand how mindsets about weight controllability in the United States relate to population health. We examined the distribution of people’s implicit theories of weight, from an incremental (controllable) to an entity (not controllable) mindset, in a nationally representative sample, as well as their relation to: sociodemographic factors, beliefs about behaviour and genetics as causes of obesity and engagement in weight management-relevant behaviours.

Methods: We report data from the National Cancer Institute’s Health Information National Trends Survey 4.

Results: A majority of respondents endorsed an incremental mindset of body weight, but endorsement of this mindset was stronger among younger, white respondents, and those with a higher income and more educational attainment. A stronger incremental mindset was related to stronger behaviour and weaker genetic causal beliefs about obesity, as well as a tendency to report increased engagement in weight management-relevant behaviours.

Conclusions: Our research provides evidence that although incremental mindsets are more common overall and associated with engagement in health behaviours that can contribute to or detract from population health, incremental mindsets are less common among individuals from more marginalised groups.     

The influence of experimentally created extrapersonal associations on the Implicit Association Test

We examined the influence of extrapersonal associations (Olson & Fazio, 2004)—associations that neither form the basis of the attitude nor become activated automatically in response to the object—on the Implicit Association Test (Greenwald, McGhee, & Schwartz, 1998) by experimentally creating both attitudes and extrapersonal associations. The results revealed that participants who were given extrapersonal information that was inconsistent with their own attitudes were affected by this information when they later performed an IAT. They exhibited significantly reduced IAT scores compared to participants who were provided attitude-consistent extrapersonal information. This attenuation of the IAT effect occurred despite the fact that participants rated the source of the attitude-inconsistent extrapersonal information as irrational and foolish. On the other hand, the extrapersonal associations did not influence a subliminal priming measure in Experiment 1, nor a personalized version of the IAT (Olson & Fazio, 2004) in Experiment 2. These measures proved sensitive to the attitude, regardless of the congruency of the extrapersonal information.     

On the relationship between implicit and explicit self-esteem: The moderating role of dismissing attachment

Recently, dual models of social cognition have distinguished the implicit (affective) and the explicit (propositional) levels of self-esteem. Many studies have found that implicit and explicit self-esteem are weakly or even not correlated. Concerning the moderating factors of such a relationship, other studies stressed the importance of emotional awareness in the translation of implicit self-evaluations into a propositional format. If so, the defensive strategy which characterizes dismissing attachment should determine a fictitious explicit self-image, by impairing the awareness of self-related emotional experiences. At the implicit level, instead, such defensive processes should not operate. We therefore hypothesized that dismissing attachment would increase the implicit-explicit self-esteem discordance. Participants were 145 university students with a mean age of 20.4 (SD = 2.75). Moderated multiple regression analyses were conducted to test for the interactive effects of the Self-Esteem Implicit Association Test and the Attachment Style Questionnaire scales on the Rosenberg Self-Esteem Scale. Findings revealed an interaction effect only for the relationships as secondary scale, confirming that dismissing style, but not other attachment dimensions, increases implicit-explicit self-esteem discordance.     

Bridging the gap between explicit and implicit measurement of personality: The questionnaire-based implicit association test

This study presents the questionnaire-based implicit association test (qIAT), a method that resembles the assessment procedures of self-report scales and allows an implicit assessment of constructs measured by such instruments. The qIAT measures the speed of association between ordinary questionnaires’ items (i.e., short statements rather than single words) and true versus false self-related sentences. Participants completed self-report measures of all Big-Five domains and the qIAT that measured extraversion. The qIAT implicit extraversion score showed good levels of internal consistency and it correlated with explicit extraversion but not with other explicit scales, thus supporting the convergent and discriminant validity of this measure. It also predicted a criterion behavior, and this prediction was incremental to self-report assessment of the same set of items. The qIAT opens the door for the indirect assessment of numerous psychological phenomena measured by existing self-report scales.