Personality and economics: Overview and proposed framework

We sketch a framework for exploring the overlap between, and integration of, personality/temperament/character traits and economics. This integrative framework incorporates the study of the evolution and biology of personality, and an investment model from economics. We offer models of the development of traits and the expression of behavior associated with traits that are environmentally contingent. We demonstrate how economic games offer a well-defined and constrained social context to explore and test predictions concerning traits derived from evolutionary theory. We discuss open areas of research in the integration of personality and economics, such as fundamental identification problems in identifying traits. We finish by proposing an agenda for collaborative research on the personality-economics interface (e.g., examining anti-social behavior, psychometrics of preferences, etc.).     

A proposed ethical framework for vaccine mandates: competing values and the case of HPV

Debates over vaccine mandates raise intense emotions, as reflected in the current controversy over whether to mandate the vaccine against human papilloma virus (HPV), the virus that can cause cervical cancer. Public health ethics so far has failed to facilitate meaningful dialogue between the opposing sides. When stripped of its emotional charge, the debate can be framed as a contest between competing ethical values. This framework can be conceptualized graphically as a conflict between autonomy on the one hand, which militates against government intrusion, and beneficence, utilitarianism, justice, and nonmaleficence on the other, which may lend support to intervention. When applied to the HPV vaccine, this framework would support a mandate based on utilitarianism, if certain conditions are met and if herd immunity is a realistic objective.     

Attitude-behavior congruity, mindfulness, and self-focused attention: A behavior-analytic reconstruction

Social psychologists have responded to research reporting low agreement between attitude measures and related behavior with attempts to explain the incongruities and enhance agreement. This article examines attitude-behavior incongruity from a behavior-analytic point of view. Traditional and behavior-analytic views of attitudes and behaviors are compared. In the behavior-analytic view, answering an attitude scale should be considered as behavior displayed by a person under rather unusual social conditions, not as a reflection of an enduring personal disposition. Reasons why questionnaire-answering behavior will not resemble behavior in other functionally different social conditions are reviewed. Special attention is extended to two representative lines of attitude-behavior research: mindfulness and self-focused attention. Discriminative stimuli in both areas of study have produced more predictable agreement between questionnaire-answering behavior and behavior in other settings.     

Depth of processing: When the principle of congruity fails

Two factors, level of processing (Craik & Lockhart, 1972) and congruity (Schulman, 1974), known to have large effects on the recall of experimenter-provided responses to questions, were examined in a series of five incidental learning experiments using subject-generated responses. The data show that manipulation of level of processing has the same effect on recall of subjectgenerated responses as it does on experimenter-provided responses. However, the effect of congruity is reversed for subject-generated responses. The data suggest that the difficulty of generating unrelated responses (“incongruous“ items) may account, at least in part, for the failure of the “principle of congruity“ with subject-generated responses.     

Colavita dominance effect revisited: the effect of semantic congruity

To investigate the effect of semantic congruity on audiovisual target responses, participants detected a semantic concept that was embedded in a series of rapidly presented stimuli. The target concept appeared as a picture, an environmental sound, or both; and in bimodal trials, the audiovisual events were either consistent or inconsistent in their representation of a semantic concept. The results showed faster detection latencies to bimodal than to unimodal targets and a higher rate of missed targets when visual distractors were presented together with auditory targets, in comparison to auditory targets presented alone. The findings of Experiment 2 showed a cross-modal asymmetry, such that visual distractors were found to interfere with the accuracy of auditory target detection, but auditory distractors had no effect on either the speed or the accuracy of visual target detection. The biased-competition theory of attention (Desimone & Duncan Annual Review of Neuroscience 18: 1995; Duncan, Humphreys, & Ward Current Opinion in Neurobiology 7: 255–261 1997) was used to explain the findings because, when the saliency of the visual stimuli was reduced by the addition of a noise filter in Experiment 4, visual interference on auditory target detection was diminished. Additionally, the results showed faster and more accurate target detection when semantic concepts were represented in a visual rather than an auditory format.     

Self‐congruity effects: A critical review and an integrative model

This research conducts an extensive review study on the extant research on self‐congruity, and presents some recommendations and propositions for future research. It describes the differences between two constructs (i.e., self‐congruity and brand personality) regarding the symbolic benefits of a brand. It also suggests an integrative model to encompass important cognitive and motivational factors to moderate the relationship between self‐congruity and brand evaluation. Although there should be meaningful moderators of self‐congruity effects that are not addressed in the model, this research can be a starting point for future research in order to develop a better research model for analyzing self‐congruity effects.     

The semantic congruity effect: Some tests of the expectancy hypothesis

Subjects comparing items in memory along some dimension are usually quicker to specify the lesser (than the greater) of two low magnitude items and the greater (than the lesser) of two high magnitude ones. One account explains this congruity effect as due to subjects instructed to specify the higher as expecting high magnitude items to follow and the reverse being true for subjects specifying the lesser. Three experiments tested this expectancy hypothesis. In experiment 1, subjects were set to the actual size range of each pair before the pair was shown but the congruity effect still occurred. In experiments 2 and 3, subjects compared critical pairs from a narrow size range plus more from either the same or much broader ranges. Times to compare the critical pairs were the same regardless of the range of the other pairs that subjects were exposed to. These results are strong evidence against the expectancy hypothesis.     

Semantic congruity in symbolic comparisons: Evidence against an expectancy hypothesis

A previously proposed expectancy hypothesis predicts that the semantic congruity effect typically observed in symbolic comparison tasks will be eliminated when the items to be compared are presented prior to the comparative. Previous studies testing this hypothesis have been inconclusive. The present experiments demonstrate that a semantic congruity effect can be obtained when the comparative follows the pair after a 1-sec (Experiment 1) or 4-sec (Experiment 2) delay. Lexical markedness effects were also obtained. The key to producing a “comparative-after” congruity effect is to intermix questions about several different dimensions, so that when the pair is presented, subjects will be unable to anticipate the question. The results disconfirm the expectancy hypothesis.     

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.     

Semantic congruity and lexical marking in symbolic comparisons: An expectancy hypothesis

Lexical marking and semantic congruity effects were investigated in four symbolic size comparison experiments. Predictions followed from an expectancy hypothesis suggested by results of recent comparative judgment studies. According to the present position, lexical marking and semantic congruity should be mutually exclusive effects in such tasks, and the demonstration of either dependent upon the order in which the stimuli and the comparative term are evaluated. When the comparative precedes the stimuli, an expectancy is created whereby the subject is more likely to be prepared for, say, large items following the comparative “larger” and small items following the comparative “smaller.” In addition, the usual advantage of unmarked as compared to marked comparisons should be offset by the initial processing of the comparative. As predicted, the comparative-stimulus presentation order produced a significant semantic congruity effect and no effect of lexical marking in Experiment 1. Conversely, when stimuli precede the comparative, or are presented simultaneously with it, no expectancy should be created, as the items are immediately available to the subject, and the semantic congruity effect should not be obtained. Upon presentation of the comparative, however, unmarked comparisons should be easier than marked comparisons. Experiments 2 and 4 confirmed these expectations, as significant lexical marking effects were obtained and significant congruity effects were not. These findings are contrary to predictions derived from a semantic coding interpretation of the symbolic comparison process.     

Semantic congruity in symbolic comparisons: Salience,expectancy, and associative priming

An expectancy interpretation of semantic congruity effects suggests that in symbolic comparisons involving the typical comparative-then-stimuli paradigm, the comparative acts as a cue in priming memory for related stimuli. A recent study by Holyoak and Mah (1981) presented evidence purported to disconfirm this hypothesis insofar as a congruity effect also was obtained when the stimuli preceded the comparative. The present study showed the stimulicomparative effect to be a consequence of the pairing of stimuli with particularly salient comparatives such that the former could serve the cuing function. This finding is consistent with the expectancy hypothesis in emphasizing the role of a flexible encoding process but inconsistent with the view that only comparatives can create expectancies in symbolic comparisons.     

A proposed variation of the matching technique

A matching procedure is proposed by which a judge may use the same items in different matches. TheK items in one group most likely to include the correct match with each item in the other are selected. Inclusion of the correct match among theK items chosen is defined as a success. The distribution of the number of successes is discussed. Tables are presented showing the number of successes needed for significance for various values ofK and ofN, the number of items in each group.     

The locus and nature of semantic congruity in symbolic comparison: Evidence from the Stroop effect

Pictures of animals with names of animals printed within the pictures were presented for comparative judgments of size based on either the pictures or the names. The picture-word compounds were compared faster with picture than with word as the relevant dimension. The comparisons of pictures were free of interference from the irrelevant names, but the comparisons of names suffered considerable Stroop interference from the irrelevant pictures. Large effects of semantic congruity characterized the comparisons of both pictures and words. Stroop congruity and semantic congruity did not interact even for comparison of words in which both were present, leading instead to additive effects. The results support theories that (1) place semantic congruity in the decision stage and (2) minimize the role of semantic processing as the basis of the semantic congruity effect.