How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands

The influence of celebrity spokespersons has largely been examined using source models from the communication literature that feature explicit persuasive messages. Alternatively, theorizing by McCracken (1989) offers a more comprehensive explanation based on meaning transfer. Our research elaborates McCracken's model by investigating a cognitive process underlying meaning transfer. Evaluative conditioning procedures are used as the tool to expose this process. To assess celebrity influence as it may operate in the marketplace, well-known brands and well-known celebrities are featured. The results support, at the individual level, McCracken's theoretical axiom concerning meaning transfer from celebrity affiliate to brand.     

Does analogical transfer involve a term-to-term alignment?

According to dominant models of reasoning by analogy, analogical transfer requires subjects to first define a full one-to-one correspondence between the base and the target problems. Accordingly, these models predict that if there is a cross-mapping between the base and the target (cross-mapping exists when similar or identical elements in the base and the target play different roles), the time spent transferring a property from the base to the target will be greater. The present results are inconsistent with this prediction. Indeed, if the mapping task is more difficult in the cross-mapping condition than in the control condition, the time needed to make the transfer is not affected by the presence of a cross-mapping. Consequently, we conclude that the mapping phase is not a necessary condition for transfer.     

Does test-enhanced learning transfer for triple associates?

Test-enhanced learning and transfer for triple-associate word stimuli was assessed in three experiments. In each experiment, training and final-test trials involved the presentation of two words per triple associate (triplet), with the third word having to be retrieved. In agreement with the prior literature on different stimuli, training through testing with feedback yielded markedly better final-test performance than did restudy. However, in contrast to the positive transfer reported for paired associate stimuli, minimal or no positive transfer was observed, relative to a restudy control, from a trained cue combination (e.g., A, B, ?) to other cue combinations from the same triplet that required a different response (e.g., B, C, ?). That result also held when two unique cue combinations per triplet were tested during training, and for triplets with low and high average associative strengths. Supplementary analyses provided insight into the overall transfer effect: An incorrect response during training appears to yield positive transfer relative to restudy, whereas a correct response appears to yield no, or even negative, transfer. Cross-experiment analyses indicated that test-enhanced learning is not diminished when two or three cue combinations are presented during training. Thus, even though learning through testing is highly specific, testing on all possible stimulus–response combinations remains the most efficient strategy for the learning of triple associates.     

Interoperation transfer in Chinese–English bilinguals’ arithmetic

We examined interoperation transfer of practice in adult Chinese-English bilinguals' memory for simple multiplication (6 × 8 = 48) and addition (6 + 8 = 14) facts. The purpose was to determine whether they possessed distinct number-fact representations in both Chinese (L1) and English (L2). Participants repeatedly practiced multiplication problems (e.g., 4 × 5 = ?), answering a subset in L1 and another subset in L2. Then separate groups answered corresponding addition problems (4 + 5 = ?) and control addition problems in either L1 (N = 24) or L2 (N = 24). The results demonstrated language-specific negative transfer of multiplication practice to corresponding addition problems. Specifically, large simple addition problems (sum > 10) presented a significant response time cost (i.e., retrieval-induced forgetting) after their multiplication counterparts were practiced in the same language, relative to practice in the other language. The results indicate that our Chinese-English bilinguals had multiplication and addition facts represented in distinct language-specific memory stores.     

Sociality and intergenerational transfer of older adults’ nostalgia

Interest in nostalgia has blossomed, yet its nature in older adulthood and potential for intergenerational transfer to younger adults has remained neglected. In Experiment 1, we focused on the content of older adults’ nostalgic (vs. ordinary) recollections and asked whether older adults’ nostalgia could be transferred to younger adults. We showed that nostalgia expressed in older adults’ narratives was positively associated with nostalgia reported by young-adult readers. In Experiment 2, undergraduates read a nostalgic or ordinary narrative written by an older adult. Then they rated their own nostalgia as well as their perceived social connectedness, self-continuity, and meaning in life. Exposure to older adults’ nostalgic (vs. ordinary) narratives promoted concurrent nostalgia among young adults, along with associated psychological benefits (social connectedness, self-continuity, meaning). The findings illustrate the potential for intergenerational transfer of nostalgia through written narratives, and attest to the universality of nostalgic themes across younger and older adults.     

Does transfer of training help children learn juggling?

The effectiveness of four different learning sequences in teaching juggling to 5th grade students was investigated. Practice schedules using combinations of scarves, weighted scarves, beanbags, and balls allowed both identical task elements and learners' time-on-task to be varied during a 3-wk. practice period. The exclusive use of beanbags for practice, prior to testing with balls, resulted in significantly better juggling scores than did the other combinations. While transfer of training occurred for other groups, the amount of students' time-on-task during practice appeared to be a strong influence on final performance.     

To transfer or not to transfer? Investigating the combined effects of trainee characteristics, team leader support, and team climate

Eighty pilots participated in a study of variables influencing the transfer process. Posttraining performance was assessed in a flight simulation under 1 of 2 conditions. Those in the maximum performance condition were made aware of the skill to be assessed and the fact that their teammates were confederates, whereas those in the typical performance condition were not. The results indicated that (a) simulator ratings correlated with a measure of transfer to the cockpit for those in the typical condition only; (b) team leader support, manipulated in a pretask brief, moderated the disparity between maximum and typical performance; (c) team climate mediated the impact of support on performance in the typical condition; (d) those with a stronger predisposition toward the trained skill viewed their climate as more supportive; and (e) perceptions of team climate were better predictors of performance for those with a more external locus of control.     

Does decision making transfer across similar and dissimilar sports?

ObjectivesThe ability to make decisions under time pressure is crucial to performance in sport. However, there remains a paucity of research that examines whether the skills underpinning decision-making transfer across similar or dissimilar sports. We examine whether decision making transfers from soccer to other sports that may be deemed to be either similar (basketball) or dissimilar (tennis) based on sports taxonomy.MethodsSkilled soccer players (N = 20) completed a video-based temporal occlusion test designed to measure decision-making involving offensive sequences of play from soccer, basketball, and tennis. Participants were required to decide on an appropriate action to execute for each situation presented.ResultsResponse accuracy was higher in the soccer decision-making task compared to the basketball and tennis tasks. Furthermore, accuracy scores were higher on the basketball compared to the tennis task.ConclusionsThere appears to be some positive transfer of decision-making between sports that share similar elements, supporting the importance both of specificity and generality in expert performance.     

“Extinction” of the McCollough effect does not transfer interocularly

A McCollough effect was induced in subjects by having them view typical adapting stimuli binocularly for 5 min. In the control condition, the strength of the McCollough effect was measured 20 min after the end of the adaptation. The strength was measured during monocular and binocular viewing of a test pattern via a color cancellation technique. Monocular strengths for the two eyes of a given subject were equal to each other and slightly weaker than the binocular strength. In the test condition, 15 min of the 20 min between adaptation and testing were spent monocularly viewing black and white gratings of the same orientation and spatial frequency as the adapting gratings. The strength of the effect as measured ipsilaterally was markedly decreased from that in the control condition. The strength of the effect as measured with the contralateral eye showed only a small decrease from that of the control condition. This finding is relevant to various models of the McCollough effect and related color aftereffects, especially those that posit a “learning” type of mechanism between achromatic spatial channels (which exhibit clear interocular transfer of various achromatic effects) and monocular color channels.     

Does the contextual interference effect last over extended transfer trials?

The contextual interference effect (random practice yields better transfer and retention compared to blocked practice) detected in a study of 24 boys and 33 girls randomly selected (M age = 10.5 yr., SD = .6) performing a linear positioning motor task seemed to dissipate in extended transfer trials.     

Face adaptation to gender: Does adaptation transfer across age categories?

We examined gender adaptation effects for the faces of children and adults and measured the transfer of these effects across age categories. Face gender adaptation is defined by a bias to classify the gender of a gender-neutral face to be opposite to that of an adapting face. An androgynous face, for example, appears male following adaptation to a female face. Participants adapted to male or female faces from the two age categories and classified the gender of morphed adult and child faces from a male–female morph trajectory. Gender adaptation effects were found for children's and adults’ faces and for the transfer between the age categories. The size of these effects was comparable when participants adapted to adult faces and identified the gender of either adult or child faces, and when participants adapted to child faces and identified the gender of child faces. A smaller adaptation effect was found when participants adapted to a child's face but identified the gender of an adult's face. The results indicate an interconnected and partially shared representation of the gender information for child and adult faces. The lack of symmetry in adaptation transfer between child and adult faces suggests that adaptation to adult faces is more effective than adaptation to child faces in activating a gender representation that generalizes across age categories.     

Orienting attention within visual fields: how efficient is interhemispheric transfer?

Five experiments are reported examining the effect of attentional orienting on lexical decisions within visual half-fields. In Experiment 1, following baseline performance, subjects were instructed to improve performance to the right or left of the fixation point. In Experiment 2, trials were run in blocks with all items to one side of the fixation point. In Experiment 3, completely valid position indicators as to the location of the next item to be shown were presented prior to the stimulus item. In Experiment 4, to examine practice effects, no instructions or cuing were given to subjects. In Experiment 5, subjects were urged to improve performance, but with no instructions as to location. As a summary of our results, it can be stated that (a) consistent visual field differences in lexical decision performance are present, even when subjects were informed, prior to viewing, of the spatial location of the next stimulus item. (b) Lexical decision information initially input to one cerebral hemisphere is primarily processed in that hemisphere. Interhemispheric transfer of this type of language information seems to be done primarily as the end product of a cognitive process.     

Does familiarity affect transfer from an iconic to a short-term memory?

Six Ss discriminated seven-letter nonsense words from comparison words. Target and comparison words differed on randomly selected trials by one randomly chosen letter. Target words were displayed for 50, 55, 60, 70, 90, or 200 msec, and were preceded and followed by a masking field. In one condition the Ss were familiarized with the comparison words, and in another they were not. Discrimination was better for familiar words at all display durations. There was an interaction between familiarity and the letter position effect. For unfamiliar words the typical bow-shaped position effect occurred. For familiar words no marked position effect occurred. An identification condition using unfamiliar words found no interaction between letter position and display duration. The results are interpreted as evidence that familiarity removes a letter position effect that depends upon serial transfer from a nonmaskable mediating visual representation that is constructed from a maskable representation by nonserial processes.     

Beyond evaluative conditioning? Searching for associative transfer of nonevaluative stimulus properties

Evaluative conditioning refers to the changes in liking of an evaluatively neutral stimulus (the conditional stimulus or CS) as a result of merely pairing it with another, already liked or disliked stimulus (the unconditional stimulus or US). We examined whether other, non-evaluative stimulus properties of a US can also be associatively transferred to a CS. In a series of experiments, we tried to transfer perceptions of the gender of children and the gender of first names. We found evidence for the associative transfer of these properties but only when participants were aware of the contingencies.     

Do tests facilitate decision‐making performance on a transfer task?

Testing can improve later recall of information. However, much less is known about the potential use of testing in promoting the transfer of learning. In this study, we investigated whether testing improves decision‐making performance on a transfer task in a sample of 98 university students using a between‐subjects design. After studying several statements about a fictional disease under different learning conditions (restudy, free recall, and multiple‐choice), participants were asked to recall this information and subsequently make medical decisions concerning the fictional disease (i.e., the transfer task). The present study found no advantage of testing conditions over restudy condition on the 30‐min delayed memory task. However, participants in the active retrieval practice (i.e., free recall) group performed significantly better on the transfer task over those in both restudy and multiple‐choice groups. These results suggest free‐recall tests promote the transfer of learning.     

Cross-domain transfer of quantitative discriminations: Is it all a matter of proportion?

Meck and Church (1983) estimated a 5:1 scale factor relating the mental magnitudes representing number to the mental magnitudes representing duration. We repeated their experiment with human subjects. We obtained transfer regardless of the objective scaling between the ranges; a 5:1 scaling for number versus duration (measured in seconds) was not necessary. We obtained transfer even when the proportions between the endpoints of the number range were different. We conclude that, at least in human subjects, transfer from a discrimination based on continuous quantity (duration) to a discrimination based on discrete quantity (number) is mediated by the cross-domain comparability of withindomain proportions. The results of our second and third experiments also suggest that the subjects compare a probe with a criterion determined by the range of stimuli tested rather than by trial-specific referents, in accordance with the pseudologistic model of Killeen, Fetterman, and Bizo (1997).     

Where is the common ground? Interaction and transfer between European and Russian philosophical culture

In this paper, I discuss and analyze three instances of exchange and interaction between Russian (incl. Soviet) and (West) European philosophical culture: the correspondence between Merab Mamarda?vili and Louis Althusser, Jacques Derrida’s visit to Moscow in 1990, and a joint Russian–German publication by Nikolaj Plotnikov and Alexander Haardt. The focus is on the implicit mutual perception of philosophical cultures and on the ‘micro-politics’ of discourse that is at stake in their interaction. Also, it is shown how different contexts—labelled ‘philosophical culture’, though not in any deterministic sense—are at work in the mutual perception between individual thinkers. Even if philosophical thinking tends to transcend the parameters of ‘glocal’ situations, this involves a job that needs to be done, individually and collectively, by the philosophers involved. Consequently, this dimension has to be taken into account when analysing such instances of encounter.     

When and where do we apply what we learn? A taxonomy for far transfer

Despite a century's worth of research, arguments surrounding the question of whether far transfer occurs have made little progress toward resolution. The authors argue the reason for this confusion is a failure to specify various dimensions along which transfer can occur, resulting in comparisons of "apples and oranges." They provide a framework that describes 9 relevant dimensions and show that the literature can productively be classified along these dimensions, with each study situated at the intersection of various dimensions. Estimation of a single effect size for far transfer is misguided in view of this complexity. The past 100 years of research shows that evidence for transfer under some conditions is substantial, but critical conditions for many key questions are untested.