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.     

Impact of telepresence levels on internet advertising effects.

This study examined the dimensions of interactivity and vividness to propose three telepresence levels: content presence, social presence, and personal presence. Then, an experiment investigated the impact of different telepresence levels on Internet advertising. The effects of interactions between vividness of visual imagery (VVI) and product types in relation to telepresence levels and advertising effects were also analyzed. The study employed a factorial design: 4 (levels of telepresence) x 2 (product types) x 2 (VVI). Levels of telepresence and product types were both manipulated between subjects. VVI was measured within subjects. Experimental findings showed that high levels of telepresence of an Internet advertisement increased subject recall and recognition. The low VVI respondent group would have greater recognition than traditional advertisements when respondents were exposed above the level 2 (social presence) advertisement and the effect of recognition increased from level 1 (content presence) to level 3 (personal presence). Recognition increased from level 1 (content presence) to level 2 (social presence) for both search and experience product groups; however, only recognition of the experience product group increased in level 3 (personal presence).     

Locus of the redundant-signals effect in bimodal divided attention: A neurophysiological analysis

We reanalyzed the data from the study of Lamarre, Busby, and Spidalieri (1983). In that study, the activity of single neurons in area 4 of the motor cortex was recorded during a bimodal detection task in which a monkey (Macaca mulatta)had to respond as quickly as possible to a visual or an auditory signal or to both (redundant trials). Manual responses on redundant trials were speeded by the presence of both signals, as is typically found. The times between signal onsets and the first changes in neuronal activity were also speeded by redundant signals, but there was no difference between redundant-signals and single-signal trials in the time between the change in neuronal activity and movement onset. These results suggest that late motor processes are not speeded by redundant signals in bimodal detection tasks.     

Empathy and emotional dissonance: Impact on organizational citizenship behaviors

IntroductionThe ability of nurses to hold competing emotions is at the heart of a number of recent studies. Empathy is an emotional resource in nurse-patient interactions and promotes positive experiences at work. On the contrary, emotional dissonance resulting from nurse/patient interactions is usually considered to lead to negative outcomes, such as job dissatisfaction (Brotherigde & Grandey, 2002).ObjectiveThe aim of this study is to investigate the extent to which empathy and emotional dissonance are associated with organizational citizenship behavior among a group of Italian nurses.MethodA questionnaire was distributed to 222 nurses, working in two multidisciplinary hospitals in a North region of Italy.ResultsResults support the hypothesis that both cognitive and emotional empathy have significant effects on nurses’ organizational citizenship behavior directed at the organization. Cognitive empathy explained significant variance in organizational citizenship directed only at specific individuals.ConclusionThese findings confirm that cognitive and emotional empathy have different impact on nurses’ organizational citizenship behavior. Further studies are required to inform education or for application in clinical settings.     

Stability in alexithymia levels: A longitudinal analysis on various emotional answers

Alexithymia refers to a specific disturbance in emotional processing that is manifested through difficulties in identifying and verbalizing feelings, and a tendency to focus and amplify the somatic sensations accompanying emotional arousal. The main purpose of the present study was to investigate the stability levels of alexithymia related to changes in emotional distress levels caused by university exams at two different times: after and during the exams. We carried out a 17-week follow-up on 36 university students, alexithymic features and self-reported emotional distress (anxiety, depression and somatic illness) were measured. Whereas emotional distress measures changed significantly during the follow-up period, the degree of alexithymia remained unchanged. We conclude therefore that alexithymia presents a constant trait in non-clinical samples, in contrast to anxiety and depression, which are state phenomena, influenced by stress levels.     

Threatening communication: A qualitative study of fear appeal effectiveness beliefs among intervention developers,policymakers, politicians,scientists, and advertising professionals

Threatening communication is a widely applied method in behavior change interventions, which at the same time has been heavily criticized in the psychological literature. The current paper describes a study of the reasons for this persistent wide application of threatening communication. We conducted qualitative interviews with 33 key actors in behavior change intervention development in The Netherlands. Specifically, we interviewed intervention developers, policymakers, politicians, scientists, and advertising professionals. The interviews were transcribed and subsequently coded using NVivo. We found that participants most closely involved with the actual intervention development were generally convinced that threatening information was to be prevented, but often did not understand the exact processes involved. They were often under the impression that rather than a potent efficacy enhancing element, a behavioral suggestion would suffice to prevent threatening communication from backfiring. As participants were further removed from the actual intervention development, they generally tended to be more in favor of threatening communication. The main reasons for use of threatening information were to attract attention or prompt self‐reflection through confrontation, because target population members were assumed to like threatening information and respond rationally to increased risk perceptions by changing their behavior, or simply because no alternatives were available. In addition, intervention developers frequently had to deal with supervisors or funders who preferred threatening communication. Thus, when communicating with practitioners, it seems fruitful to provide them with a toolbox of evidence‐based behavior change methods that promote adaptive, rather than maladaptive, behavior; to promote basing interventions on the most relevant behavioral determinants as identified by determinant analyses; and to equip intervention developers with the tools to persuade other key stakeholders that fear is a bad counselor.     

Dysphoria and memory for emotional material: A diffusion-model analysis

Depression-related differences in memory for emotional material are well established, but recognition memory and lexical decision tasks often fail to produce consistent results. The null results from these tasks could be due to inadequacies in traditional analyses rather than the absence of effects. In particular, analyses of accuracy or mean reaction times rely on only a fraction of the behavioural data and are sensitive to individual differences in response biases. The diffusion model addresses these limitations by incorporating all of the behavioural data and separating out response biases. We applied the diffusion model to data from lexical decision and recognition memory tasks and showed consistent effects, specifically a positive emotional bias in non-dysphoric subjects and even-handedness in dysphoric subjects. This pattern was not apparent with comparisons of reaction times or accuracy, consistent with previous null findings. These results suggest a relationship between dysphoria and the internal representation of emotional information.     

Workplace mistreatment and emotional labor: A latent profile analysis

Motivation and Emotion - By adopting a person-centered approach, this research explored emotional labor latent profiles based on employees’ levels of surface acting and deep acting. Further,...     

Effects of program‐advertisement congruity and advertisement emotional appeal on memory for health and safety advertisements

The aim of this study was to examine the memory for health and safety advertisements (HSAs) embedded within a congruent (documentary) or incongruent (sitcom) program. A total of 80 participants aged 16–25 years took part. Participants watched either a sitcom or a health‐related program with health and safety and “filler” advertisements. After they watched the 30 minute program, they were given free and cued recall measures as well as program evaluation. These showed that the free recall scores were generally better for HSAs than filler advertisements across both program types, while the cued recall and advertisement recognition scores were better for filler advertisements than HSAs. Memory scores revealed that the HSAs were better remembered than filler advertisements in an incongruent program environment. Health advertisements are better recalled in non‐health‐related programs. This supported the interference hypothesis.     

Acute effects of alcohol on memory: Impact of emotional context and serial position

Although the amnestic effects of alcohol in humans are well known, its effects on emotional memory are unclear. In this study, using a randomized double-blind placebo-controlled design, we examine narrative emotional episodic memory in healthy human female volunteers (n = 32) who received either a single dose of alcohol (0.6 g/kg), or a placebo and then viewed neutral story elements presented in either a neutral or emotional context. Memory was tested for gist and detail of the neutral elements 3 days later in a surprise recognition test. Since alcohol modulates GABAergic neurotransmission and may exert its effects on emotion through the limbic system, we predicted that acute alcohol treatment would reduce the expected emotional memory-advantage for gist, leaving detail memory relatively unaffected. Furthermore, given previous findings showing that ‘primacy’ memory is enhanced by physiological arousal, we predicted that reduced arousal produced by alcohol would have the opposite effect and impair primacy memory relative to the middle or ‘recency’ sections of the narrative. Emotional arousal was expected to oppose this effect, so impaired primacy memory following alcohol was only expected in the neutral version of the narrative. Although there was a main effect of story phase (though not of story version), contrary to expectations, alcohol impaired primacy memory for emotionally encoded neutral material. The results suggest that under certain circumstances emotional context or physiological arousal make memories labile and susceptible to disruption through pharmacological manipulation during encoding.     

Parental history of hypertension and screening attendance: effects of wellness appeal versus threat appeal

This study examined whether the orientation of a health appeal differentially influences health beliefs and early-detection practices among young individuals who are potentially at risk. Undergraduates with and without a hypertensive parent were given printed material about hypertension and the importance of early detection framed in either a wellness or illness-threat format. The major dependent measure was attendance at a blood pressure screening during the week following the experimental session. Results showed that parental history (PH) participants were more than twice as likely to attend the screening when given a wellness message in comparison to threat. In the threat condition, PH participants also reported that hypertension was less preventable in comparison to participants without a hypertensive parent. Reported likelihood of developing hypertension was inversely related to subsequent screening attendance among PH participants only. Factors accounting for the efficacy of wellness-oriented appeals among individuals who report a family history are discussed.     

Hypnotically induced emotional numbing: a real-simulating analysis

This study compared 20 real, hypnotized and 20 simulating, unhypnotized participants who were administered a hypnotic induction and then presented with emotionally distressing and neutral visual images. Half were administered a hypnotic suggestion for emotional numbing. Reals and simulators who received the emotional numbing suggestion reported comparably less responsivity to distressing stimuli than others. Whereas emotionally numb reals displayed little change in electromyographic (EMG) activity during the distressing stimuli, simulators displayed marked reduction in EMG activity. Reals (not simulators) displayed a dissociation between their affective response and awareness of the negative content of the stimuli following the numbing suggestion.     

A qualitative analysis of emotional effector patterns and their feedback

This paper is devoted to the study of the relationship between the subjective component (feelings) and the behavioral aspect of emotions. The following emotions were studied: fear-anxiety, anger-aggression, joy-laughter, love-eroticism, love-tenderness, and sadness-tears. The observations were performed with three different groups of people: patients with anxiety neurosis, students under hypnosis, and drama students. Each emotion was characterized by a specific set of reactions in the respiratory pattern, heart activity, muscular activity, and facial expression. The feelings were correlated with the behavioral patterns and each time the behavioral patterns were interfered with a concomitant modification of the subjectivity component was observed. The direct performance of the behavioral emotional patterns in the absence of the emotogenic stimulus produced the feeling corresponding to the mimicked emotion. If the subjects were stimulated with an emotogenic stimulus during the direct performance of the behavioral patterns of another emotion, they confessed to have the feeling corresponding to the mimicked emotion, and not to the emotion belonging to the emotogenic stimulus. The role played by the feedback from the effector organs in the determination of the subjective emotional states is discussed.     

Effects of children's emotional state on their reactions to emotional expressions: A search for congruency effects

Abstract

Three groups of 30 six-year-old children were tested to examine whether one's own happy or sad mood state causes a specific preference for happy or sad expressions in others, a systematic bias in the labelling of ambiguous expressions, and a selective memory for happy or sad expressions. In two of these groups, a happy or sad mood state was induced by a mental imagery procedure. The third group served as control subjects. It was found that all groups showed a distinct preference for happy faces. Happy children, however, tended to opt for extremely happy faces, whereas sad children chose mildly happy expressions. Furthermore, children (especially the children that received a happy mood induction) were inclined to interpret ambiguous expressions as being congruent with their own mood state. Finally, the “sad” group recalled fewer expressions correctly than the other two, irrespective of the nature of these expressions. Overall, the happy face was more often correctly identified than the sad one.     

Gender differences in emotion recognition: Impact of sensory modality and emotional category

Results from studies on gender differences in emotion recognition vary, depending on the types of emotion and the sensory modalities used for stimulus presentation. This makes comparability between different studies problematic. This study investigated emotion recognition of healthy participants (N = 84; 40 males; ages 20 to 70 years), using dynamic stimuli, displayed by two genders in three different sensory modalities (auditory, visual, audio-visual) and five emotional categories. The participants were asked to categorise the stimuli on the basis of their nonverbal emotional content (happy, alluring, neutral, angry, and disgusted). Hit rates and category selection biases were analysed. Women were found to be more accurate in recognition of emotional prosody. This effect was partially mediated by hearing loss for the frequency of 8,000 Hz. Moreover, there was a gender-specific selection bias for alluring stimuli: Men, as compared to women, chose “alluring” more often when a stimulus was presented by a woman as compared to a man.     

Locus of the redundant-signals effect in bimodal divided attention: a neurophysiological analysis.

We reanalyzed the data from the study of Lamarre, Busby, and Spidalieri (1983). In that study, the activity of single neurons in area 4 of the motor cortex was recorded during a bimodal detection task in which a monkey (Macaca mulatta) had to respond as quickly as possible to a visual or an auditory signal or to both (redundant trials). Manual responses on redundant trials were speeded by the presence of both signals, as is typically found. The times between signal onsets and the first changes in neuronal activity were also speeded by redundant signals, but there was no difference between redundant-signals and single-signal trials in the time between the change in neuronal activity and movement onset. These results suggest that late motor processes are not speeded by redundant signals in bimodal detection tasks.