Exploring the Valence‐Framing Effect: Negative Framing Enhances Attitude Strength

In his now‐classic research on inoculation theory, McGuire (1964 ) demonstrated that exposing people to an initial weak counterattitudinal message could lead to enhanced resistance to a subsequent stronger counterattitudinal message. More recently, research on the valence‐framing effect ( Bizer & Petty, 2005 ) demonstrated an alternative way to make attitudes more resistant. Simply framing a person's attitude negatively (i.e., in terms of a rejected position such as anti‐Democrat) led to more resistance to an attack on that attitude than did framing the same attitude positively (i.e., in terms of a preferred position such as pro‐Republican). Using an election context, the current research tested whether valence framing influences attitude resistance specifically or attitude strength more generally, providing insight into the effect's mechanism and generalizability. In two experiments, attitude valence was manipulated by framing a position either negatively or positively. Experiment 1 showed that negatively framed attitudes were held with more certainty than were positively framed attitudes. In Experiment 2, conducted among a representative sample of residents of two U.S. states during political campaigns, negatively framed attitudes demonstrated higher levels of attitude certainty and attitude‐consistent behavioral intentions than did attitudes that were framed positively. Furthermore, the effect of valence framing on behavioral intentions was mediated by attitude certainty. Valence framing thus appears to be a relatively low‐effort way to impact multiple features associated with strong attitudes.     

From repetition to conviction: Attitude accessibility as a determinant of attitude certainty

The present experiment investigated the influence of attitude accessibility on several meta-attitudinal strength measures. It was predicted that certainty and perceived likelihood of change, i.e., commitment-related attributes of attitude strength, are influenced by changes in attitude accessibility, while no effects were expected for importance and perceived centrality to values and the self, i.e., centrality-related attributes. Accessibility was manipulated by having participants express their attitudes either repeatedly or only once. As hypothesized, accessibility and measures of commitment were enhanced after repeated expression compared to single expression. Furthermore, mediation analyses supported the idea that subjective commitment may be inferred from the ease of attitude retrieval. Centrality-related attributes were found to be unaffected by the accessibility manipulation. The results are discussed in the light of a multi-dimensional structure of attitude strength and antecedent processes of meta-cognitive attributes of strength.     

What you see is what will change: Evaluative conditioning effects depend on a focus on valence

This study investigated whether evaluative conditioning (EC) effects depend on an evaluative focus during the learning phase. An EC effect is a valence change of an originally neutral stimulus (conditioned stimulus or CS) that is due to the former pairing with a positive or negative stimulus (unconditioned stimulus or US). In three experiments, the task focus during the conditioning phase was manipulated. Participants judged CS–US pairings either with respect to their valence or with respect to another stimulus dimension. EC effects on explicit and implicit measures were found when valence was task relevant but not when the non-valent stimulus dimension was task relevant. Two accounts for the valence focus effect are proposed: (1) An additional direct learning of the relation of CS and evaluative responses in the valence focus condition, or (2) a stronger activation of US valence in the valence focus condition compared to the non-valent focus condition.     

Sharing in preschool children: Facilitation, stimulus generalization, response generalization, and maintenance

Three approaches to facilitating verbal and physical sharing and of the generalizability and durability of the behaviors that were trained were investigated. During a free play period, groups of preschool children were taught to share verbally, to share physically, or to share verbally and physically; another group was not trained. Immediately following free play, the children were observed in a different setting. Follow-up was conducted 4 weeks after training ended. Physical sharing that was durable and generalizable resulted only when children were taught to share verbally. Increases in physical sharing produced by training children to share only physically were not durable and did not generalize. Training both verbal and physical sharing produced results with a magnitude slightly greater than teaching just verbal sharing. Despite a lack of special programming, some of the treatment effects generalized to another setting and were maintained during the Follow-up. There was response generalization of the effects of training verbal sharing to physical sharing but not vice versa. Problems with the concept of response class, a methodological suggestion for studying response generalization, and possibilities concerning why generalization and maintenance occurred without specific programming are discussed.     

Further generalization technology: Accounting for natural covariation in generalization assessment

In recent years, the assessment of generalization effects has become a major priority of applied behavior analysis. In this paper we propose a set of procedures to increase the accuracy of generalization assessments by accounting for the degree of natural covariation between treated and untreated behaviors. Scatterplot analyses were used (a) to assess the amount of baseline and postbaseline covariation between behaviors, (b) to determine if the observed generalization effect was due to a preexisting covariation between the behaviors, and (c) to assess if there is a significant change in the strength of the relationship between the behaviors as a function of the intervention. Six hypothetical sets of data are used to demonstrate how these procedures provide more accurate and detailed generalization assessment.     

Reproducing affective norms with lexical co-occurrence statistics: Predicting valence,arousal, and dominance

Human ratings of valence, arousal, and dominance are frequently used to study the cognitive mechanisms of emotional attention, word recognition, and numerous other phenomena in which emotions are hypothesized to play an important role. Collecting such norms from human raters is expensive and time consuming. As a result, affective norms are available for only a small number of English words, are not available for proper nouns in English, and are sparse in other languages. This paper investigated whether affective ratings can be predicted from length, contextual diversity, co-occurrences with words of known valence, and orthographic similarity to words of known valence, providing an algorithm for estimating affective ratings for larger and different datasets. Our bootstrapped ratings achieved correlations with human ratings on valence, arousal, and dominance that are on par with previously reported correlations across gender, age, education and language boundaries. We release these bootstrapped norms for 23,495 English words.     

Attitude extremity,consensus and diagnosticity

Studied the effects of attitude extremity on perceived consensus and willingness to ascribe trait terms to others with either pro or anti nuclear attitudes. Results showed that attitude extremity affected consensus estimates. Trait attributions revealed a clear effect for valence, especially for the extreme attitude groups. Subjects with extreme attitudes also ascribed more traits to both pro and anti others than subjects with relatively moderate attitudes.     

Hemispheric interaction,task complexity,and emotional valence: Evidence from naturalistic images

Two experiments extend the ecological validity of tests of hemispheric interaction in three novel ways. First, we present a broad class of naturalistic stimuli that have not yet been used in tests of hemispheric interaction. Second, we test whether probable differences in complexity within the class of stimuli are supported by outcomes from measures of hemispheric interaction. Third, we use a procedure that presents target stimuli at fixation rather than at a lateralized location in order to more closely approximate normal viewing behavior.     

Simplicity and generalization: Short-cutting abstraction in children's object categorizations

Development in any domain is often characterized by increasingly abstract representations. Recent evidence in the domain of shape recognition provides one example; between 18 and 24 months children appear to build increasingly abstract representations of object shape [Smith, L. B. (2003). Learning to recognize objects. Psychological Science, 14, 244-250]. Abstraction is in part simplification because it requires the removal of irrelevant information. At the same time, part of generalization is ignoring irrelevant differences. The resulting prediction is this: simplification may enable generalization. Four experiments asked whether simple training instances could shortcut the process of abstraction and directly promote appropriate generalization. Toddlers were taught novel object categories with either simple or complex training exemplars. We found that children who learned with simple objects were able to generalize according to shape similarity, typically relevant for early object categories, better than those who learned with complex objects. Abstraction is the product of learning; using simplified - already abstracted instances - can short-cut that learning, leading to robust generalization.     

An experimental analysis of reading interventions: generalization across instructional strategies, time, and passages

This study examined the generalized effects of three treatment conditions (performance based, skill based, and a combination of the two) on oral reading fluency by an elementary school student. Results indicated equal effectiveness of all treatments, maintenance, and possible evidence of generalization across passages.     

Stimulus generalization of behavioral history: Interspecies generality and persistence of generalization gradients

Four pigeons were exposed to a tandem variable-interval (VI) fixed-ratio (FR) schedule in the presence of a 50-pixel (about 15 mm) square or an 80-pixel (about 24 mm) square and to a tandem VI differential-reinforcement-of-low-rate (DRL) schedule when a second 80-pixel or 50-pixel square was present. The values of the VI and FR schedules were adjusted to equate reinforcement rates in the two tandem schedules. Following this, a square-size continuum generalization test was administered under a fixed-interval (FI) schedule or extinction. In the first testing session, response frequency was a graded function of the similarity of the test stimuli to the training stimuli for all pigeons. These systematic generalization gradients persisted longer under the FI schedule than under extinction.     

Emotional valence,sense of agency and responsibility: A study using intentional binding

We investigated how the emotional valence of an action outcome influences the experience of control, in an intentional binding experiment. Voluntary actions were followed by emotionally positive or negative human vocalisations, or by neutral tones. We used mental chronometry to measure a retrospective component of sense of agency (SoA), triggered by the occurrence of the action outcome, and a prospective component, driven by the expectation that the outcome will occur. Positive outcomes enhanced the retrospective component of SoA, but only when both occurrence and the valence of the outcome were unexpected. When the valence of outcomes was blocked – and therefore predictable – we found a prospective component of SoA when neutral tones were expected but did not actually occur. This prospective binding was absent, and reversed, for positive and negative expected outcomes. Emotional expectation counteracts the prospective component of SoA, suggesting a distancing effect.     

Similarity and dissimilarity as evidence in perceptual categorization

In exemplar models the similarities between a new stimulus and each category exemplar constitute positive evidence for category membership. In contrast, other models assume that, if the new stimulus is sufficiently dissimilar to a category member, then that dissimilarity constitutes evidence against category membership. We propose a new similarity-dissimilarity exemplar model that provides a framework for integrating these two types of accounts. The evidence for a category is assumed to be the summed similarity to members of that category plus the summed dissimilarity to members of competing categories. The similarity-dissimilarity exemplar model is shown to mimic the standard exemplar model very closely in the unidimensional domain.     

Changing the focus of attention: The interacting effect of valence and arousal

We examined how valence and arousal of an image influence visual attention. “Spotlight of attention” theory suggests that positive affect broadens, and negative affect narrows, one's aperture of attention, whereas the arousal theory literature suggests that arousal level is what modulates attentional focus, with highly arousing affect capturing attention, regardless of valence. In two experiments, a digit parity task was used to index the influence of valence, and arousal, on visual attention. Positive or negative images were displayed centrally on each trial, with single digits presented more peripherally (Experiment 1) or more centrally (Experiment 2) to the image. In both Experiments participants were slower, and less accurate at making parity decisions (e.g., both digits odd or both even) when the image was negative relative to positive, and of high arousal. For low arousal images, positive, relative to negative, valence images led to greater impairment of the digit parity task. Findings suggest that arousal level of images modulates the influence of valence on distribution of visual attention. Highly negative emotional images may command or capture attention, but there are other factors that can lead to attention capture, even in low arousing positive stimuli.     

Response to name in children with autism: Treatment,generalization, and maintenance

Deficits in response to name (RTN) are an early indicator of autism spectrum disorder (ASD), and RTN is a treatment goal in many early intervention curricula for children with ASD. However, little research has empirically evaluated methods for increasing RTN in children with ASD. We evaluated a series of conditions designed to increase RTN for 4 children with ASD using a multielement experimental design. The schedules of tangible reinforcement were thinned after mastery and generalization was tested across people and contexts. Tangible reinforcers were necessary to increase RTN for all 4 participants, and the schedule of reinforcement was successfully thinned with all participants after intervention. Generalization was also observed across people and experimental contexts.     

Emotional valence and arousal effects on memory and hemispheric asymmetries

This study examined predictions based upon the right hemisphere (RH) model, the valence–arousal model, and a recently proposed integrated model (Killgore & Yurgelun-Todd, 2007) of emotion processing by testing immediate recall and recognition memory for positive, negative, and neutral verbal stimuli among 35 right-handed women. Building upon methodologies of previous studies, we found that words presented to the right visual field/left hemisphere (RVF/LH) were recalled and recognized more accurately than words presented to the left visual field/right hemisphere (LVF/RH), and we found significant valence by visual field interactions. Some findings were consistent with one of the models evaluated whereas others were consistent with none of the models evaluated. Our findings suggest that an integration of the RH and valence–arousal models may best account for the findings with regard to hemispheric lateralization of memory for emotional stimuli.     

View combination: a generalization mechanism for visual recognition

We examined whether view combination mechanisms shown to underlie object and scene recognition can integrate visual information across views that have little or no three-dimensional information at either the object or scene level. In three experiments, people learned four “views” of a two dimensional visual array derived from a three-dimensional scene. In Experiments 1 and 2, the stimuli were arrays of colored rectangles that preserved the relative sizes, distances, and angles among objects in the original scene, as well as the original occlusion relations. Participants recognized a novel central view more efficiently than any of the Trained views, which in turn were recognized more efficiently than equidistant novel views. Experiment 2 eliminated presentation frequency as an explanation for this effect. Experiment 3 used colored dots that preserved only identity and relative location information, which resulted in a weaker effect, though still one that was inconsistent with both part-based and normalization accounts of recognition. We argue that, for recognition processes to function so effectively with such minimalist stimuli, view combination must be a very general and fundamental mechanism, potentially enabling both visual recognition and categorization.     

Paranoid cognitions,failure, and focus of attention in college students

Three experiments examined aspects of the link between focus of attention, manipulated by use of video camera and monitor, and paranoid and depressive cognitions in a sample of college students. In Experiment 1 participants were exposed to either a failure or neutral task, under high (HSA) or low self-awareness (LSA) conditions. HSA triggered paranoid cognitions on neutral and failure tasks; failure alone triggered depressive cognitions. In Experiment 2 the camera switched focus thrice between participant and experimenter using only neutral tasks. Paranoia scores initially were higher in the HSA condition. Paranoia scores increased when participants moved from LSA to HSA. Paranoia scores never fell when moving from HSA to LSA conditions. Experiment 3 used only HSA and failure, and showed how a priming task that increased the accessibility of either positive or negative self-cognitions led to significantly different paranoia and depression scores.     

Matching: its acquisition and generalization

Choice typically is studied by exposing organisms to concurrent variable-interval schedules in which not only responses controlled by stimuli on the key are acquired but also switching responses and likely other operants as well. In the present research, discriminated key-pecking responses in pigeons were first acquired using a multiple schedule that minimized the reinforcement of switching operants. Then, choice was assessed during concurrent-probe periods in which pairs of discriminative stimuli were presented concurrently. Upon initial exposure to concurrently presented stimuli, choice approximated exclusive preference for the alternative associated with the higher reinforcement frequency. Concurrent schedules were then implemented that gave increasingly greater opportunities for switching operants to be conditioned. As these operants were acquired, the relation of relative response frequency to relative reinforcement frequency converged toward a matching relation. An account of matching with concurrent schedules is proposed in which responding exclusively to the discriminative stimulus associated with the higher reinforcement frequency declines as the concurrent stimuli become more similar and other operants-notably switching-are acquired and generalize to stimuli from both alternatives. The concerted effect of these processes fosters an approximate matching relation in commonly used concurrent procedures.