Age differences in attitude change: influences of cognitive resources and motivation on responses to argument quantity

This study examined the influences of cognitive resources and motivation on how young and older adults process different quantities of persuasive arguments. In the first experiment session, both young and older adults rated their attitudes toward marijuana legalization and capital punishment. After a week, they read either 3 or 9 similar-quality arguments supporting marijuana legalization and capital punishment. Half of participants were assigned to the high-involvement condition (i.e., told that they were going to discuss the arguments later with the experimenter) and the other half were assigned to the low-involvement condition (i.e., given no instructions). After reading the arguments, participants rated their attitudes toward those 2 social issues again. Highly involved young adults changed their attitudes regardless of the quantity of arguments, whereas lowly involved young adults' attitude change was influenced by the argument quantity. Older adults in both high-involvement and low-involvement conditions changed their attitudes according to the argument quantity. Working memory was found to mediate the age effects on attitude change. This finding demonstrated the importance of a cognitive mechanism in accounting for age differences in attitude change.     

Exposure to Product Placement in Text Can Influence Consumer Judgments

Five experiments explored the consequences of exposure to product placement in text. In each experiment, participants read three short stories containing the names of several brand‐name products. When given a surprise judgment task asking them to rate their likelihood of purchasing a number of brands—some of which were placed and some of which were not placed—participants rated placed brands significantly higher than non‐placed brands. This effect of product placement was observed even when participants were warned about product placement prior to reading the stories, and even when participants reported having a negative opinion about product placement as a form of advertisement. Under some conditions, however, the effect did interact with brand familiarity, such that judgments of familiar brands were affected less by product placement than were judgments of unfamiliar brands. Copyright © 2014 John Wiley & Sons, Ltd.     

COGNITIVE TUNING AND DIFFERENTIATION OF ARGUMENTS IN COMMUNICATION

In an experiment examining the effects of cognitive tuning and attitudinal position upon individuals’ cognitive differentiation in generating arguments supporting and opposing an attitude issue, 162 undergraduate students were “tuned” either as potential sources (transmission tuning) or potential receivers (reception tuning) of a persuasive communication on one of two issues. They then prepared two lists of arguments, one positive and one negative for one of the attitude issues, after which they completed an attitude measure in both issues. As predicted, the subjects made salient and reported significantly more arguments consistent with than inconsistent with their attitudes toward the issues. More importantly, those persons prepared to function as communication sources generated significantly more arguments consistent with and fewer arguments inconsistent with their attitudes than did subjects expecting to receive persuasive communications on the issues.     

Recency Versus Repetition Priming Effects of Cigarette Warnings on Nonsmoking Teenagers: The Moderating Effects of Cigarette-Brand Familiarity

This study focuses on the interactive effects of antismoking warnings and cigarette-brand familiarity on teenagers' smoking intent, attitudes toward the website, and sponsoring brand when exposed to entertainment websites sponsored by cigarette brands. Findings from a 3 (Warning Type) × 2 (Level of Cigarette-Brand Familiarity) factorial design experiment with nonsmoking teenagers demonstrated that text and picture warnings significantly reduced attitudes toward cigarette brands, compared to text-only or no warning. Warnings had assimilation effects on attitudes (toward brand and website) and on smoking intent in the case of familiar brands; and marginally significant contrast effects in the case of unfamiliar brands, which better reflects the repetition priming paradigm than the recency priming paradigm, and calls for attention to cigarette brands' familiarity.     

Comparing effects of perceptual and reflective repetition on subjective experience during later recognition memory

Using the Remember/Know procedure, we compared the impact of a reflective repetition by refreshing (i.e., briefly thinking of a just-seen item) and a perceptual repetition (i.e., seeing an item again) on subjective experience during recognition memory. Participants read aloud words as they appeared on a screen. Critical words were presented once (read condition), immediately repeated (repeat condition), or followed by a dot signalling the participants to think of and say the just-previous word (refresh condition). In Experiments 1 and 2, Remember responses benefited from refreshing a word (in comparison with reading it). In Experiment 2, this benefit disappeared when participants had to refresh one of three active items. Perceptual repetition increased Remember responses in Experiment 1, but not in Experiment 2 regardless of whether participants had just previously seen 1- or 3-items. These findings indicate that under some circumstances, reflective and perceptual repetition may have different consequences for later subjective experience during remembering, suggesting differences in their underlying functional mechanisms.     

Consumer evaluation of net utility: Effects of competition on consumer brand selection processes

This study explores how brand-related information is integrated within a competitive environment. Specifically, we develop a structural equation model of competition between two brands, which includes each brand's price-quality characteristics (i.e., net utility). The model simultaneously tests how the net utility of the focal and competing brands affects consumers' attitudes, intentions, and choice regarding the focal brand. This study extends existing research with the findings that price-quality evaluations of a focal brand and net utility perceptions of competing brands influence consumers' attitudes, intentions, and choice regarding the focal brand. Thus, in order to attract consumers to their brands, marketers should focus not only on improving the performance and net utility of their own brands, but also on studying competing brands in the marketplace.     

重复获益效应对文本阅读加工的影响

通过三个实验分析比较同一篇文本前后两次阅读过程中每个句子的阅读时间,探讨汉语文本阅读中的重复获益效应。结果发现（1）汉语文本阅读中存在重复获益效应,并且被试倾向于对没有标题的文章命名;（2）产生重复获益效应的重要因素是在阅读过程中建立良好的情境模型;（3）当前后两篇文本的情境内容高度相关时,主要是情节重复效应影响文本阅读,当情境内容低相关时,抽象重复效应将影响文本的阅读。     

The Effect of Phonemic Repetition on Syntactic Ambiguity Resolution: Implications for Models of Working Memory

Two reading experiments investigated the extent to which the presence of phonemic repetition in sentences influenced processing difficulty during syntactic ambiguity resolution. In both experiments, participants read sentences silently as reading time was measured. Reading time on sentences containing a temporary syntactic ambiguity was compared to reading time on unambiguous control sentences. Sentences either did or did not contain repeated phonemes. The results showed that reading time was longer for sentences containing a syntactic ambiguity than for unambiguous control sentences. Reading time was also longer on sentences containing repeated phonemes than on sentences that did not contain repeated phonemes. Phonemic repetition did not increase the time taken for syntactic ambiguity resolution; rather, the effects of syntactic ambiguity and phonemic repetition were temporally distinct, with the effect of phonemic repetition following the effect of syntactic ambiguity. Implications for theories of working memory are discussed.     

Opposing effects of age and reading ability on pseudoword priming

Repetition priming refers to the facilitation of stimulus processing due to prior processing of the same or similar stimulus, and is one of the most primitive ways in which experience and practice can affect performance. Previous studies have produced contradictory results regarding the stability of repetition priming across development. Drawing on models of word priming that suggest decreased priming with increased reading ability, the present experiment investigated the possibility that null effects of age in priming are due to opposing effects of age and reading ability on priming magnitude. Forty-eight participants between 7 and 22 years old read aloud primed and unprimed pseudowords, after completing a reading ability assessment. In line with predictions, the magnitude of priming for pseudowords increased with increased age when reading ability was controlled, and decreased with increased reading ability when age was controlled. Moreover, neither the age nor ability effect was significant when tested without the other. Results were not influenced by explicit memory for primed pseudowords. Thus, the present experiment provides evidence for developmental increases in word priming, as well as a potential explanation for the lack of developmental effects in previous studies.     

Normal acquisition of novel verbal information in amnesia.

Amnesic patients (n = 9) and normal subjects (n = 12) read lists of unique words, repeated words, unique nonwords, and repeated nonwords as quickly as possible. In the first experiment both groups of subjects read the lists of repeated items faster than the lists of unique items and improved at the same rate within each list. In the second experiment, subjects read four new lists of items and then reread the same four lists after a 10-min delay. The results replicated the findings from the first experiment and demonstrated in addition that the facilitated reading speed persisted across the delay. These results show that the acquisition of novel verbal information can be supported by nondeclarative (implicit) memory. It is suggested that facilitated reading speed for words and nonwords reflects changes in early-stage perceptual systems and that these changes occur independently of the brain structures damaged in amnesia.     

品牌延伸条件下的广告说服——双中介影响模型的拓展

采用实验调查和认知编码的方法,探讨消费者的广告前后品牌态度,品牌认知反应、广告认知反应、广告态度和购买意向之间的关系。结果表明：（1）广告前的品牌态度对广告认知反应、品牌认知反应和广告后的品牌态度有影响;（2）广告认知反应直接影响广告态度,但不直接影响品牌认知反应;（3）消费者的广告态度不但直接影响品牌认知反应和广告后的品牌态度,还直接影响购买意向。这说明在品牌延伸条件下,广告态度的双中介影响模型需要修正     

Level of Creativity and Attitudes Toward an Advertisement

There have been diverse arguments regarding the factors that could have an impact on individuals’ attitudes toward a specific ad, brand, or product. However, there is still no overall agreement pertaining to these issues because many circumstantial factors, including personal characteristics of targeted audience members and product diversity, can affect attitudes and receptivity to an advertisement. Through the 3 × 3 experimental method, an investigation seeking for the possible interplay between levels of creativity (i.e., low, medium, and high) inherent in advertisements and individuals’ professional roles as consumers, advertisers, or ad agency professionals was conducted. The results indicated that the variables (i.e., creativity levels, diversity of roles among targeted audience members) affected individuals’ attitudes toward ads, as well as advertised brands and products. In addition, an interaction effect between two variables on attitudes toward an ad was detected. In general, advertising creativity level was more important than roles of targeted audience members on their attitudes toward brands and products seen in ads.     

Multiple endorsers and multiple endorsements: The influence of message repetition,source congruence and involvement on brand attitudes

This paper investigates the effects of source congruence on brand attitudes in two situations: multiple brand endorsements by one celebrity and multiple celebrity endorsers of one brand. Under low involvement conditions, brand attitudes become more negative as a celebrity endorses multiple brands and more favorable with multiple endorsers. In high involvement conditions, strong source congruence overrides the negative effect of multiple brands, and the positive effect of multiple endorsers is found only with strong congruence. We interpret these results as suggestive of a frequency knowledge cue that dominates under low involvement but is non-diagnostic in high involvement scenarios.     

Majority versus minority influence: the role of message processing in determining resistance to counter‐persuasion

Two experiments examined the extent to which attitudes changed following majority and minority influence are resistant to counter‐persuasion. In both experiments participants' attitudes were measured after being exposed to two messages, delayed in time, which argued opposite positions (initial message and counter‐message). In the first experiment, attitudes following minority endorsement of the initial message were more resistant to a second counter‐message only when the initial message contained strong versus weak arguments. Attitudes changed following majority influence did not resist the second counter‐message and returned to their pre‐test level. Experiment 2 varied whether memory was warned (i.e., message recipients expected to recall the message) or not, to manipulate message processing. When memory was warned, which should increase message processing, attitudes changed following both majority and minority influence resisted the second counter‐message. The results support the view that minority influence instigates systematic processing of its arguments, leading to attitudes that resist counter‐persuasion. Attitudes formed following majority influence yield to counter‐persuasion unless there is a secondary task that encourages message processing. Copyright © 2007 John Wiley & Sons, Ltd.     

The effects of safer-sex stories on college students' attitudes toward condoms

Social learning theory predicts that reading non-erotic stories involving condom use will be as effective as reading erotic stories with condom use in producing positive attitudes toward condoms. Werner's orthogenetic principle, however, predicts that reading erotic condom stories will be most effective because of the link created between sexual arousal and cognitive information about condoms. 168 male and 149 female undergraduates enrolled in Introductory Psychology at a small, private, southern university participated in a study to test the validity of these two theories. The students read one of the following types of stories: erotic with condom placement described, erotic without condom use, or non-erotic with a model for discussing condoms. The men and women who read the non-erotic stories were most positive about condoms and reported the strongest intentions to use condoms in the future. These findings suggest that erotica is not necessary to produce positive attitudes toward condoms.     

Dynamic relationships between phonological memory and reading: A five year longitudinal study from age 4 to 9

We reconcile competing theories of the role of phonological memory in reading development, by uncovering their dynamic relationship during the first 5 years of school. Phonological memory, reading and phoneme awareness were assessed in 780 phonics‐educated children at age 4, 5, 6 and 9. Confirmatory factor analyses demonstrated that phonological memory loaded onto two factors: verbal short‐term memory (verbal STM; phonological tasks that loaded primarily on serial order memory) and nonword repetition. Using longitudinal structural equation models, we found that verbal STM directly predicted early word‐level reading from age 4 to 6, reflecting the importance of serial‐order memory for letter‐by‐letter decoding. In contrast, reading had no reciprocal influence on the development of verbal STM. The relationship between nonword repetition and reading was bidirectional across the 5 years of study: nonword repetition and reading predicted each other both directly and indirectly (via phoneme awareness). Indirect effects from nonword repetition (and verbal STM) to reading support the view that phonological memory stimulates phonemically detailed representations through repeated encoding of complex verbal stimuli. Similarly, the indirect influence of reading on nonword repetition suggests that improved reading ability promotes the phoneme‐level specificity of phonological representations. Finally, the direct influence from reading to nonword repetition suggests that better readers use orthographic cues to help them remember and repeat new words accurately. A video abstract of this article can be viewed at https://www.youtube.com/watch?v=70LZfTR0BjE .     

Eye movements during repeated reading of a text

The facilitation of eye movements was studied in two experiments involving a repeated reading paradigm. A text was read three times. Initial reading was immediately followed by the first repetition; the second repetition took place one week later. Recall task instructions were used to encourage a detailed reading of the text. The data were analysed sentence by sentence from the 'first pass' readings not including returns to earlier test locations. A general facilitation for all eye movement parameters was found. Repetition decreased the summed fixation time, the average fixation duration, the number of progressive fixations, and the number of regressions. Additionally, repetition increased saccade lengths. Experiment 2 further qualified the general facilitory effect. The middle section of the text, being the most dense of information, was devoted the most visual attention by the readers. Moreover, it was also found to produce the largest degree of facilitation due to repetition. This was true with all other eye movement parameters except saccade length and average fixation duration. Average fixation durations were longer in the beginning of a text than in the end. This was true in all the three readings. Similarly, for each reading, highly important sentences received more visual attention than unimportant sentences.     

Understanding the influence of literacy on consumer memory: The role of pictorial elements

This research examines the relationship between literacy and consumer memory. The effects of a variety of stimuli at exposure (i.e., brand names, brand signatures, and products in usage) on memory (i.e., recognition, stem-completion tasks) were examined for a range of literacy. In a series of experiments, we find that the use of pictorial representations of brands (i.e., brand signatures) results in superior brand memory for individuals with lower literacy levels when compared to those at higher literacy levels. This effect is shown to occur not due to pictorial elements per se, but due to pictorial elements with a 1-to-1 correspondence with reality, i.e., which match the form in which they were originally encoded in memory. Moreover, this effect does not persist with stimulus-rich pictures of brands in usage, pointing to boundary conditions with the use of pictorial information.     

The darkroom of the mind — what does neuropsychology now tell us about brands?

How does a brand live and die in the memory? Where does the concept of a relationship with a brand fit into mental activity? What are thoughts, emotions and feelings and do people have them about brands in any meaningful way? What should one think about such concepts as consciousness and the unconscious in relation to brands and brand messages? Is the way in which managers of brands codify them a reflection of reality? These are only some of the fundamental questions that should concern professionals involved with organisations and brands. This paper draws on scientific discoveries about the human brain to build on the empirical knowledge that leaders in organisations, marketers, academics and researchers have gained about brands over the last five decades. The first part of the paper highlights the inconsistencies that occur between what is found in the development and evaluation of brand strategy and what happens in ‘real life’. It suggests that the newly merged disciplines of neuroscience and cognitive psychology (called neuropsychology) offer the scientific basis for understanding how human beings create, store, recall and relate to brands in everyday life. The second part explains some of the most relevant neuropsychological discoveries about the brain in terms of the implications for brand marketing. The topics covered are: brain functions and structure; consciousness and the unconscious; memory and language. The paper concludes by thinking about the current practise of qualitative research and how it matches up to the findings of the new science. Copyright © 2002 Henry Stewart Publications.     

More is not always better: paradoxical effects of repetition on semantic accessibility

Repetition normally enhances memory. While in some cases the benefit of added repetition may be incremental, few would expect that massed repetition could actually reverse the benefits of brief repetition. Here we report two experiments that document a clear example of a paradoxical effect of massed repetition. Subjects first repeated words (e.g., "sheep") aloud one at a time for 0, 5, 10, 20, or 40 s. A free association phase followed in which cues could be completed with repeated words (e.g., "herd s___" for "sheep") or with semantically associated words (e.g., "fabric w___" for "wool"). Brief periods of repetition (5-10 s) resulted in priming, as would be expected based on research on repetition priming and spreading activation. Longer periods of repetition (20-40 s), however, abolished priming. Interestingly, this massed-repetition decrement was particularly robust for semantic associates of repeated words, and was evident after a 15-min delay. These findings document a paradoxical feature of the effects of rehearsal on memory: When ideas are repeated often enough, the benefits of rehearsal can actually be reversed.