Process Versus Outcome Thought Focus and Advertising

Recent social psychological research demonstrates that certain types of mental simulation are particularly useful for helping individuals reach the future they envision (e.g., Taylor, Pham, Rivkin, & Armor, 1998). More specifically, Taylor's (Pham, Taylor, 1999; Taylor et al., 1998) recent research indicates that the most successful simulations focus on the process of reaching a goal rather than on the outcomes or attainment of the goal. In this article, we extend consideration of process‐ versus outcome‐focused thought to advertising. In studies manipulating the focus of participants’ thoughts while viewing a print advertisement, we find that process‐focused thought results in significantly higher behavioral intentions than outcome‐focused thought when advertisement arguments are strong. However, in the case of weak advertisement arguments, process‐focused thought actually lowers behavioral intentions compared to thoughts focusing on the end result or outcome of product usage. Thus, in addition to increasing the persuasive power of strong advertising claims, process‐focused thinking appears to make individuals better or more discerning consumers who do not form behavioral intentions when it is inappropriate to do so.     

CONSIDERATIONS FOR PREVENTION OF HIV INFECTION AMONG HISPANIC WOMEN

Data on the characteristics of individuals diagnosed with AIDS show that Hispanic women, men, and children are overrepresented. In order to effectively reduce the risk of HIV infection in Hispanic communities, prevention programs must take into account characteristics of Hispanic populations that differentiate them from the general population and that reflect the social and economic contexts that shape the realities of Hispanic women's lives.
This article presents an analysis of the AIDS epidemic, taking into consideration the major factors that will need to be addressed in designing programs to prevent HIV infection in Hispanic communities. First, characteristics of the AIDS epidemic among Hispanics are discussed. Second, demographic and psychological characteristics of Hispanic women and their relevance to AIDS prevention efforts are presented. Third, recommendations for research and prevention programs are made. While the specific topic of concern here is AIDS risk reduction, the approach illustrates the types of questions and factors that need to be considered in developing prevention approaches for any health problem in any ethnic and racial minority communities.     

Effect of observing response requirements to sample and comparison stimuli on the establishment of reject control (sample/S- relations)

The establishment of sample/S- relations (or reject control) during conditional discrimination training (AB, BC) affects transitivity (AC), equivalence (CA) and reflexivity (AA, BB, CC) test outcomes. The present study parametrically evaluated the effects of different observing patterns to comparison stimuli on the establishment of reject control during baseline conditional relation training. A matching-to-sample with observing requirements (MTS-OR) procedure was implemented during AB and BC conditional discrimination training. During training, the participants were required to observe the sample and incorrect comparison on every trial before responding. In addition, the participants were divided into three groups that differed regarding the percentage of training trials on which they were prevented from observing the correct comparison stimuli: 25%, 50%, and 75%. Once the mastery criteria were achieved during training, transitivity (AC), symmetry (BA, CB), equivalence (CA), and reflexivity (AA, BB, CC) tests were conducted with all comparison stimuli visible from the beginning. The results suggest that the number of errors during transitivity, equivalence, and reflexivity tests progressively increased as participants were prevented from observing the correct comparison on a greater number of trials during training. Symmetry test results, however, were not affected by the experimental manipulation. Moreover, the number of participants showing reject-control patterns during tests slightly increased and the number of participants showing select-control patterns decreased as a function of the number of trials on which the participants were prevented from observing the correct comparison. Thus, we suggest that observing patterns during training is a relevant variable that affects equivalence test outcomes.     

Sport psychology group consultation using social networking web sites

A social networking Web site, Facebook, was used to deliver long-term sport psychology consultation services to student-athletes (i.e., soccer players) in 30- to 60-min weekly sessions. Additional short-term team building, group cohesion, communication, anger management, injury rehabilitation, mental toughness, commitment, and leadership workshops were provided. Cohesion and overall relationships between both the student-athletes and the sport psychology consultants benefited from this process. Social networking Web sites offer a practical way of providing sport psychology consulting services that does not require use of major resources. (PsycINFO Database Record (c) 2012 APA, all rights reserved).     

Easier is not always better: The moderating role of processing type on preference fluency

Prior research has shown that preference fluency (i.e., the subjective feeling that forming a preference is easy or difficult) systematically influences consumer choices. When deciding on an option feels difficult, or requires effort, consumers are likely to select a different option or defer the decision. We find that under conditions of narrative processing, difficulty in processing can actually improve preferences because more effort leads to more transportation, or immersion, into the story, thus enhancing brand evaluations. Three experiments demonstrate that the effect of preference fluency reverses when consumers think about a brand as part of a story.     

You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands

The set of associations consumers have about a brand is an important component of brand equity. In this article, we focus on reference groups as a source of brand associations, which can be linked to one's mental representation of self to meet self‐verification or self‐enhancement goals. We conceptualize this linkage at an aggregate level in terms of self‐brand connections, that is, the extent to which individuals have incorporated a brand into their self‐concept. In 2 studies, we show that brands used by member groups and aspiration groups can become connected to consumers’ mental representation of self as they use these brands to define and create their self‐concepts. Results from Experiment 1 show that the degree to which member group and aspiration group usage influences individual self‐brand connections is contingent on the degree to which the individual belongs to a member group or wishes to belong to an aspiration group. In Experiment 2, we found that for individuals with self‐enhancement goals, aspiration group brand use has a greater impact on self‐brand connections; for individuals with self‐verification goals, on the other hand, member group use has a greater impact.     

Fishing For Feelings? Hooking Viewers Helps!

To better understand individual variation in emotional responses to advertising, the authors recommend considering 3 general factors: characteristics of the individual who sees the ad, characteristics of the ad itself, and the nature of the ad–individual interface. This article examines 1 aspect of the individual, affect intensity (AI); one aspect of the ad, the degree to which the ad tells a story; and 1 aspect of the ad–individual interface, whether the individual is hooked by the ad. Experimental results reveal that an individual's being hooked by an ad has a positive relation with upbeat and warm feelings, a negative relation with disinterested feelings, and significantly enhances the viewer's attitude toward the ad. We find that AI has a positive relation with upbeat and warm feelings, and AI moderates the effect of being hooked on upbeat and warm feelings. Findings also reveal that narrative ad structure has a positive relation with upbeat and warm feelings, a negative relation with disinterested feelings, and that being hooked moderates the effect of narrative ad structure on upbeat and warm feelings responses.     

Narrative Processing: Building Consumer Connections to Brands

This article proposes that narrative processing creates or enhances self‐brand connections (SBC) because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand and the self when consumers attempt to map incoming narrative information onto stories in memory. Our approach rests on the notion that a brand becomes more meaningful the more closely it is linked to the self. We conceptualize this linkage at an aggregate level in terms of SBCs, that is, the extent to which consumers have incorporated the brand into their self‐concepts. The results of an experiment show that narrative processing in response to a narratively structured ad is positively related to SBCs, which in turn have a positive relation with brand attitudes and behavioral intentions.