Understanding consumers' brand‐induced food taste perception: A comparison of ‘brand familiarity’ – and ‘consumer value – brand symbolism (in)congruity’ – accounts

Past research has shown that familiar brands can boost consumers' food taste experiences. On the other hand, more recent evidence suggests that the (in)congruity between consumer values and brand symbolism can affect the food taste perception. This study is the first one to integrate these two accounts into one single conceptual framework and to empirically evaluate their relative roles in explaining consumers' brand‐induced taste perception. Two experiments involving taste trials (blind vs brand‐cued sensory evaluation) were conducted. The first experiment analysed the brand familiarity effect, whereas the second experiment addressed also the taste perception of yogurts with differing brand symbolism amongst food consumers with distinct value orientations to find support for the (in)congruity effects. This research implies that congruity is not responsible for enhancing consumers' taste perception beyond the level that is produced by the brand familiarity. In contrast, the incongruity effect appears capable of neutralising the brand familiarity effect. Therefore, these two explanations may operate independently. More generally, this study speaks for the importance of incorporating consumer value – brand symbolism incongruity mechanism into food consumption studies; even owners' of strong food brands cannot trust the ability of their brands to boost a consumer's taste experience if there is no correspondence between his or her central values and brand symbolism. Thus, an objectively better taste is not necessarily decisive; satisfactory sensory quality can suffice if it is coupled with imaginative and daring brand marketing that delivers unique emotional and functional benefits for well‐defined food consumer target segments. Copyright © 2011 John Wiley & Sons, Ltd.     

‘Translation’ and ‘transformation’ in the analytic situation: Freud – Bion – Laplanche

Following a short introduction to the core theses of Jean Laplanche’s theory of a ‘general seduction’ the author presents the resultant clinical position of the analyst. In the same way that an adult sends ‘enigmatic messages’ to the child, it is the analyst’s task to reopen this primal situation so that the patient can find new ‘translations’ for these messages. Laplanche distinguishes between the function of the analytic frame – which represents and supports attachment – and the ‘sexual’– which is the repressed and constitutes the unconscious. Only the focus on this unconscious facilitates the deconstruction of ‘incorrect’ translations. Accordingly, the analyst, says Laplanche, should not take part in construction – this is a self‐construction of the patient – but only in reconstruction. The author compares this clinical model with Freud’s notions and the ‘transformation processes’ through the alpha function as described by Bion. She illustrates Laplanche’s model and the interpretation strategy with case material.     

New Proposals on Theological Apologetics – Faith and Its Critics: A Conversation – By David Ferguson; The Command of Grace: A New Theological Apologetics – By Paul D. Janz; Theology in Search of Foundations – By Randal Rauser

Recent titles announce a new interest on apologetics, not in the habitual format of a popular theology providing arguments to believe, but rather as a dialogical engagement with the current developments in philosophy and science. The books under exam offer an outstanding review of the meaning for theology and faith of such tendencies, the risks and challenges they pose. Nevertheless, opportunities are perceived through the ongoing dialogue as well, for a better theological endeavor.     

Guessing versus choosing – and seeing versus believing – in false belief tasks

Three‐ and 4‐year‐old children were tested using videos of puppets in various versions of a theory of mind change‐of‐location situation, in order to answer several questions about what children are doing when they pass false belief tests. To investigate whether children were guessing or confidently choosing their answer to the test question, a condition in which children were forced to guess was also included, and measures of uncertainty were compared across conditions. To investigate whether children were using simpler strategies than an understanding of false belief to pass the test, we teased apart the seeing‐knowing confound in the traditional change‐of‐location task. We also investigated relations between children's performance on true and false belief tests. Results indicated that children appeared to be deliberately choosing, not guessing, in the false belief tasks. Children performed just as well whether the protagonist gained information about the object visually or verbally, indicating that children were not using a simple rule based on seeing to predict the protagonist's behaviour. A true belief condition was significantly easier for children than a false belief condition as long as it was of low processing demands. Children's success rate on the different versions of the standard false belief task was influenced by factors such as processing demands of the stories and the child's verbal abilities.     

Drivers’ illusions––no more risk

In this invited address to the International Congress of Applied Psychology, it is argued that traffic psychology has not had a major impact on accident prevention. The factors that have determined this are discussed. A review of the theories and models pertinent to drivers’ risk taking and road user behaviour in general is presented. It is argued that both risk-homeostasis theories and task capability model are not sufficiently precise to be used as a basis for preventive measures. Attitude–behaviour models derived from social psychology have proved to be powerful in identifying motivational factors influencing road user behaviour, but the majority of empirical evidence is based on self-reported rather than observed behaviour. It is argued that individual differences can provide a basis for accident prevention, in particular driver training.