Rear negativity: Verbal messages coming from behind are perceived as more negative

Many studies have explored the evaluative effects of vertical (up/down) or horizontal (left/right) spatial locations. However, little is known about the role of information that comes from the front and back. Basing our investigations on multiple theoretical considerations, we propose that spatial location of sounds is a cue for message valence, such that a message coming from behind is interpreted as more negative than a message presented in front of a listener. Here we show across a variety of manipulations and dependent measures that this effect occurs in the domain of social information. Our data are most compatible with theoretical accounts which propose that social information presented from behind is associated with uncertainty and lack of control, which is amplified in conditions of self-relevance.     

The rise and fall of the Pacquiao Effect: Contrastive priming and national identification

We demonstrate in a series of field and controlled experiments that assimilative and contrastive priming effects can be observed in the pattern of self‐concept change in response to a major cultural event. Study 1 used the brief implicit association test (BIAT) to measure national identification of Filipinos online across a period of time that encompassed a national sporting event. The pattern of scores support the hypothesis that while people who were ambivalent about identifying with Filipino concepts exhibited an assimilation effect (i.e. a slight rise in identification after the fight), people who already highly identified with being Filipino experienced a contrast effect (i.e. a slight drop in identification). Study 2 replicated this result five months later with a new sample and ruled out several possible alternative hypotheses. A subsequent controlled experiment and a qualitative investigation consistently supported the hypothesis that the pattern observed in the previous studies is more consistent with assimilative and contrastive priming effects rather than disidentification.