Cultural Variations in Motivation for Cognitive Consistency: Influences of Self‐Systems on Cognitive Dissonance

Are people always motivated to strive for cognitive consistency? Does culture influence a person’s motivation to maintain cognitive consistency between attitudes and actions or between preferences and choices? When and how do people in different cultures experience cognitive dissonance, engage in justification of their behavior, and use self‐affirmation? When and how are people with different models of agency motivated to maintain a preference‐choice consistency? In this paper, culturally variable self‐schemata and models of agency, independent self and agency dominant in North American culture and interdependent self and agency prevalent in Asian culture, are considered as the source of cultural variations in cognitive consistency. These culturally divergent self‐systems create variance in situations in which North Americans and Asians are motivated to maintain cognitive consistency. In this paper, related cross‐cultural research is reviewed. Some future research agenda are also discussed.     

Concurrent variable‐interval variable‐ratio schedules in a dynamic choice environment

Most studies of operant choice have focused on presenting subjects with a fixed pair of schedules across many experimental sessions. Using these methods, studies of concurrent variable‐ interval variable‐ratio schedules helped to evaluate theories of choice. More recently, a growing literature has focused on dynamic choice behavior. Those dynamic choice studies have analyzed behavior on a number of different time scales using concurrent variable‐interval schedules. Following the dynamic choice approach, the present experiment examined performance on concurrent variable‐interval variable‐ratio schedules in a rapidly changing environment. Our objectives were to compare performance on concurrent variable‐interval variable‐ratio schedules with extant data on concurrent variable‐interval variable‐interval schedules using a dynamic choice procedure and to extend earlier work on concurrent variable‐interval variable‐ratio schedules. We analyzed performances at different time scales, finding strong similarities between concurrent variable‐interval variable‐interval and concurrent variable‐interval variable‐ ratio performance within dynamic choice procedures. Time‐based measures revealed almost identical performance in the two procedures compared with response‐based measures, supporting the view that choice is best understood as time allocation. Performance at the smaller time scale of visits accorded with the tendency seen in earlier research toward developing a pattern of strong preference for and long visits to the richer alternative paired with brief “samples” at the leaner alternative (“fix and sample”).     

Neural markers of subordinate‐level categorization in 6‐ to 7‐month‐old infants

Subordinate‐level category‐learning processes in infants were investigated with ERP and looking‐time measures. ERPs were recorded while 6‐ to 7‐month‐olds were presented with Saint Bernard images during familiarization, followed by novel Saint Bernards interspersed with Beagles during test. In addition, infant looking times were measured during a paired‐preference test (novel Saint Bernard vs. novel Beagle) conducted at the conclusion of ERP recording. Slow wave activity corresponded with learning a familiarized category at the subordinate and basic levels, whereas Negative central (Nc) and P400 components were linked with novel category preference. The results provide the first evidence identifying the neural markers of subordinate‐level categorization observed in looking‐time tasks conducted with infants. Moreover, when considered in conjunction with prior research investigating the neural markers of basic‐level categorization in infants, the findings indicate that (1) slow wave and Nc components of infant ERP waveforms are general markers for processes of category learning on the one hand and novel category preference on the other, (2) novel category preference for a contrast category at the basic and subordinate levels have the Nc component in common, but novel category preference at the subordinate level is accompanied by an additional P400 component, a finding in keeping with the notion that subordinate‐level categorization is governed by mechanisms supplementary to those underlying basic‐level categorization, and (3) slow wave activity associated with subordinate‐level learning followed that associated with basic‐level learning by approximately 200 ms, a result in accord with a coarse‐to‐fine scheme for the emergence of category partitioning.     

Safety in Numbers: Why the Mere Physical Presence of Others Affects Risk‐taking Behaviors

As social mammals, being in a group signals a state of relative security. Risk‐taking behavior in other social mammals formed the basis for our prediction that the mere physical presence of others, absent any social interaction, would create a psychological state of security that, in turn, would promote greater risk‐taking behavior. We investigated whether, why, and when the mere physical presence of others affects risk‐taking behaviors in three contexts: acceptance of greater financial volatility, attitudes toward risky gambles, and actual gambling behaviors. Results indicate that people in the mere physical presence of others make riskier decisions than people making identical decisions alone, and that feelings of security were the psychological mechanism behind this effect. Our results also suggest that the effect is contingent on whether people are surrounded by others who belong to the same social group. A meta‐analysis across all studies presented in this research reveals a highly reliable mere‐presence effect. Together, these results demonstrate that the mere physical presence of others can have a potent impact on risk‐taking behaviors. Copyright © 2016 John Wiley & Sons, Ltd.     

Shifting preferences for choice‐making opportunities through histories of differential reinforcer quality

Children of both typical and atypical cognitive development tend to prefer contexts in which their behavior results in a choice of reinforcers rather than a single reinforcer, even when the reinforcer accessed is identical across conditions. The origin of this preference has been attributed speculatively to behavioral histories in which choice making tends to be associated with differentially beneficial outcomes. Few studies have evaluated this claim, and those that have, have yielded mixed results. We provided five preschool‐aged children experiences in which choice‐making and no‐choice contexts were differentially associated with higher preference and larger magnitude reinforcers, and we assessed changes in their preference for choice and no‐choice contexts in which outcomes were equated. These conditioning experiences resulted in consistent and replicable shifts in child preference, indicating that preference for choice is malleable through experience.     

Differences in consumer preferences when facing branded versus non‐branded choices

Because brands can signal reputation and serve as proxies for trust, consumer preferences for credence attributes may differ for branded and non‐branded products. We test this hypothesis using data from a choice experiment conducted with US pork consumers. The results indicate that consumers are usually willing to pay more for a certification attribute in a non‐branded as compared to branded product. Additionally, greater variation in consumer willingness‐to‐pay for credence attributes is observed in the non‐branded case. This latter characteristic of the results may represent the increased uncertainty some consumers internalize concerning quality consistency when brand information is not provided. These results have interesting implications for producers, processors, retailers, and policy makers. Copyright © 2011 John Wiley & Sons, Ltd.     

The Impact of “Display‐Set” Options on Decision‐Making

The way a choice set is constructed can have a significant influence on how individuals perceive and evaluate their options, and make decisions between them. Here, I examine whether a “display set” of visible but unavailable options can exert these same types of influences on whether or not to choose a single (target) item. Across a series of experiments, purchase intent is increased when the display set and target are drawn from the same category, but decreased when the display and target items are mismatched. This effect is shown to depend on perceived similarity, such that increasing display‐target similarity increases purchase intent towards the target. Furthermore, contrary to the predictions made by previous neural and behavioral research on choice sets, the relative value and/or number of display‐only items have no significant impact on these decisions. These findings reveal a novel choice behavior in commonly encountered settings such as online marketplaces. Copyright © 2016 John Wiley & Sons, Ltd.     

Mere exposure and the endowment effect on consumer decision making

Previous researchers (e.g., J. A. Bargh, 1992, 2002) demonstrated the importance of nonconscious processes on consumer choice behavior. Using an advertisement, the authors determined the effect of two nonconscious processes--the mere exposure effect, which increases object preference by increasing consumer exposure to an object, and the endowment effect, which increases object valuation by providing consumer possession of an object--on consumer behavior. Although the mere exposure effect and endowment effect did not produce an interaction, they produced independent effects. The endowment effect increased object valuation but not object preference. The mere exposure effect increased object preference but not object valuation. Thus, at the unconscious level, an increase in object preference does not lead to an increase in object valuation, nor does an increase in object valuation lead to an increase in object preference. The authors discuss the importance of developing measures of unconscious process in advertising effectiveness.     

Popcorn in the cinema: Oral interference sabotages advertising effects

One important psychological mechanism of advertising is mere exposure inducing positive attitudes towards brands. Recent basic research has shown that the underlying mechanism of mere exposure for words, in turn, is the training of subvocal pronunciation, which can be obstructed by oral motor-interference. Commercials for foreign brands were shown in cinema sessions while participants either ate popcorn, chewed gum (oral interference) or consumed a single sugar cube (control). Brand choice and brand attitudes were assessed one week later. While control participants more likely spent money (Experiment 1, N = 188) and exhibited higher preference and physiological responses (Experiment 2, N = 96) for advertised than for novel brands, participants who had consumed popcorn or gum during commercials showed no advertising effects. It is concluded that advertising might be futile under ecological situations involving oral interference, such as snacking or talking, which ironically is often the case.     

When multiple identities compete: The role of centrality in self‐brand connections

The current research provides a framework for understanding how centrality impacts people's choice of brands and related brand connectedness. Motivated by the need to validate their self‐image, individuals use brands to express and confirm their identities. The authors hypothesize that greater centrality of the identity to the self strengthens the connectedness an individual has for brands with value‐expressive properties. Three studies using experimental designs examined whether people whose identity is central to their self‐conception leads to stronger self‐brand connectedness than peripheral identities. In study 1, the results showed that people whose shopping identity was central (versus peripheral) to their self‐concept led to stronger self‐brand connections. Study 2 replicated the findings of study 1 employing brand symbolism as a moderator. Brands high in symbolic properties led to stronger brand connections for an individual's central identities compared with their peripheral identities. Study 3 replicated the influence of centrality on brand choice and self‐brand connections by generalizing this effect to reference group identities. Collectively, the studies provide evidence that individuals integrate brand associations into their self‐concept on the basis of both the centrality of the identity and the level of symbolism the brands holds for an identity. Copyright © 2013 John Wiley & Sons, Ltd.     

Early‐Entrant Advantage,Word‐of‐Mouth Communication,Brand Similarity,and the Consumer Decision‐Making Process

To better understand the competitive dynamics between an early and a later entrant, in this study we examined the extent to which word of mouth (WOM) regarding the later entrant and the later entrant's similarity to the early entrant influences the consumer decision process. We hypothesized that the influence of WOM and similarity depends on the nature of the decision‐making task, which is theorized as either a stimuli‐based or memory‐based task. A 3‐stage, sequential‐logit model with 2 focal brands (the early and later entrants) was developed to test the influence of independent measures on the likelihood of (a) retrieval; (b) consideration, given retrieval; and (c) choice, given consideration for both the early entrant and the focal follower. Data from 2 experiments provides support for the multistage conceptualization of the consumer decision process and demonstrates that the effects of WOM communication and similarity depend on the nature of the decision‐making task.     

Evaluation of the Good Behavior Game with a child with fetal alcohol syndrome in a small‐group context

We evaluated the Good Behavior Game (GBG) on levels of disruptive behavior of a 4‐year‐old boy with fetal alcohol syndrome during small‐group reading time. We also compared the effectiveness of and preference for choice of a reward to a surprise reward for winning the GBG. Results showed that the GBG was effective to decrease disruptive behavior to similar levels as peers in the group. We did not observe a difference in the effectiveness of the GBG with a choice of reward compared to a surprise reward, but the participant preferred having a choice of reward. We discuss the potential benefit of utilizing the GBG to reduce disruptive behavior during small‐group learning instruction for individual students with disabilities and to aid in the inclusion of students with disabilities in general education classrooms.     

Eye‐tracking Social Preferences

We hypothesize that if people are motivated by a particular social preference, then choosing in accordance with this preference will lead to an identifiable pattern of eye movements. We track eye movements while subjects make choices in simple three‐person distribution experiments. We characterize each choice in terms of three different types of social preferences: efficiency, maxi‐min, and envy. For the characterization, we use either the choice data or the eye movement data. The evidence indicates that distributional choices are broadly consistent with the choice rule implied by eye movements. In other words, what subjects appear to be interested in when you look at their choices corresponds to what they appear to be interested in when you look at their eye movements. This correspondence lends credibility to the behavioral relevance of social preferences models. Copyright © 2015 John Wiley & Sons, Ltd.     

Brand personality,self‐congruity,and preference: A knowledge structures approach

Using the construct of brand personality to measure automobile and soft drink personalities, two studies represented self‐congruity by combining brands and the self‐image into Pathfinder associative networks (Schvaneveldt et al., 1989 ). Self‐congruity, the number of links between the self and each brand, was predictive of preference and ideal brand. Because brand personality and self‐image are knowledge structures, and facets of brand personality also describe the self, self‐congruity can be represented and measured in networks. This approach could be helpful to marketers studying how the self is related to each brand and how brands interrelate. Copyright © 2011 John Wiley & Sons, Ltd.     

Impulsive choice and pre‐exposure to delays: iv. effects of delay‐ and immediacy‐exposure training relative to maturational changes in impulsivity

Impulsive choice describes preference for smaller, sooner rewards over larger, later rewards. Excessive delay discounting (i.e., rapid devaluation of delayed rewards) underlies some impulsive choices, and is observed in many maladaptive behaviors (e.g., substance abuse, gambling). Interventions designed to reduce delay discounting may provide therapeutic gains. One such intervention provides rats with extended training with delayed reinforcers. When compared to a group given extended training with immediate reinforcers, delay‐exposed rats make significantly fewer impulsive choices. To what extent is this difference due to delay‐exposure training shifting preference toward self‐control or immediacy‐exposure training (the putative control group) shifting preference toward impulsivity? The current study compared the effects of delay‐ and immediacy‐exposure training to a no‐training control group and evaluated within‐subject changes in impulsive choice across 51 male Wistar rats. Delay‐exposed rats made significantly fewer impulsive choices than immediacy‐exposed and control rats. Between‐group differences in impulsive choice were not observed in the latter two groups. While delay‐exposed rats showed large, significant pre‐ to posttraining reductions in impulsive choice, immediacy‐exposed and control rats showed small reductions in impulsive choice. These results suggest that extended training with delayed reinforcers reduces impulsive choice, and that extended training with immediate reinforcers does not increase impulsive choice.     

Stopping dead in one’s tracks: Motor inhibition following incidental evaluations

Motivational theories of affect contend that negative stimuli should slow motor behavior. However, this claim has been supported mainly by animal research. The current investigation establishes, perhaps for the first time, that incidental negative primes slow subsequent motor behavior among humans. In addition to examining choice reaction time (Studies 1 and 2), we introduce a method for examining the speed of continuous motor behavior (Study 3). In all studies, we found that behavior was slowed following, or in the context of, negative stimuli. It is concluded that, in certain situations, the mere presence of negative stimuli inhibits the speed of subsequent motor behavior.     

Response Latencies and Attitude‐Behavior Consistency in a Direct Democratic Setting: Evidence from a Subnational Referendum in Germany

This article addresses the role of response latencies in affecting the attitude‐behavior consistency in a German subnational referendum. As voters faced a comparatively easy choice in this referendum, it puts the hypothesis concerning the role of attitude accessibility in increasing attitude‐behavior consistency to a particularly hard test. Utilizing data from a two‐wave panel survey, the analysis examines the effect of response latencies on the attitude‐behavior consistency concerning participation and vote choice. The evidence confirms hypotheses derived from attitude‐consistency theory only in a limited number of cases. The institutional setting and the nature of choice thus appear to make a difference. Moreover, substantive findings depend partially upon the procedure to measure response latencies. Accordingly, sensitivity tests should be employed by default. Irrespective of operationalization, response latencies play a crucial role when it comes to respondents who answered that they would “perhaps” participate. Whereas a quickly uttered “perhaps” was indicative of a rather low likelihood of participation, a slowly given “perhaps” indicated a considerably high probability.     

Preference‐based Learning of Ideal Solutions in TOPSIS‐like Decision Models

Combining established modelling techniques from multiple‐criteria decision aiding with recent algorithmic advances in the emerging field of preference learning, we propose a new method that can be seen as an adaptive version of TOPSIS, the technique for order preference by similarity to ideal solution decision model (or at least a simplified variant of this model). On the basis of exemplary preference information in the form of pairwise comparisons between alternatives, our method seeks to induce an ‘ideal solution’ that, in conjunction with a weight factor for each criterion, represents the preferences of the decision maker. To this end, we resort to probabilistic models of discrete choice and make use of maximum likelihood inference. First experimental results on suitable preference data suggest that our approach is not only intuitively appealing and interesting from an interpretation point of view but also competitive to state‐of‐the‐art preference learning methods in terms of prediction accuracy. Copyright © 2014 John Wiley & Sons, Ltd.     

Children's preference for mixed‐ versus fixed‐ratio schedules of reinforcement: A translational study of risky choice

Laboratory research has shown that when subjects are given a choice between fixed‐ratio and bi‐valued mixed‐ratio schedules of reinforcement, preference typically emerges for the mixed‐ratio schedule even with a larger ratio requirement. The current study sought to replicate and extend these findings to children's math problem completion. Using an ABCBC reversal design, four fourth‐grade students were given the choice of completing addition problems reinforced on either a fixed‐ratio 5 schedule or one of three mixed‐ratio schedules; an equivalent mixed‐ratio (1, 9) schedule, a mixed‐ratio (1, 11) schedule with a 20% larger ratio requirement, and an equally lean mixed‐ratio (5, 7) schedule without the small fixed‐ratio 1 component. This was followed by a reversal back to the preceding phase in which preference for the mixed‐ratio schedule had been observed, and a final reversal back to the mixed‐ratio (5, 7) phase. Findings were consistent with previous research in that all children preferred the mixed‐ratio (1, 9) schedule over the equivalent fixed‐ratio 5 schedule. Preference persisted for the leaner mixed‐ratio (1, 11) schedule for three of the four children. Indifference or preference for the fixed‐ratio 5 alternative was observed in phases containing the mixed‐ratio (5, 7) schedule. These results extend previous research on risky choice to children's math problem completion and highlight the importance of a small ratio component in the emergence of preference for bi‐valued mixed‐ratio schedules. Implications of these results for arranging reinforcement to increase children's academic responding are discussed.     

时间洞察力特质对食品选择偏好的影响:解释水平对内隐偏好的作用

探索两类时间洞察力特质个体外显与内隐食物选择偏好。实验1用《津巴多时间洞察力问卷》选出"现在享乐"和"未来定向"两类个体,考察其外显食物选择偏好,结果发现,与"未来定向"组相比,"现在享乐"个体选择更多垃圾食品。实验2中,两类个体分别接受不同的解释水平操作,之后完成单靶内隐联想测验,以考察其对垃圾食品的内隐态度,并检验解释水平的调节作用。结果发现,与未来定向组相比,现在享乐组对"垃圾食品"存在内隐偏好。此外,对现在享乐者,解释水平改变会对食物选择偏好有显著影响;而对未来定向者,其影响不显著。这表明与未来时间定向者比,现在享乐者在外显、内隐层面对"垃圾食品"有选择偏好,并且解释水平会通过改变心理距离对其内隐选择偏好产生影响。