Contrast and Assimilation Processes in Consumers' Evaluations of Dual Brands

This study extends the branding literature by examining the psychological processes by which consumers evaluate brand alliances. The theoretical basis for this study is the development of models of context effects in brand evaluations (Meyers-Levy & Sternthal 1993 and Levin & Levin 2000). Of particular interest is how dual branding (two restaurant brands with shared features) influences transfer of affect between brands. Although there was a contrast effect in both the separate and dual brand conditions, this contrast effect was significantly reduced in the dual brand condition. Marketing implications of forming brand alliances are discussed.     

Freud's Ironically Jewish Science: Commentary on Paper by Jill Salberg

In his commentary on Jill Salberg's integrative and contextualizing article, “Hidden in Plain Sight: Freud's Jewish Identity Revisited,” Aron examines several ideas related to Freud's ironically “Jewish science.” First, this commentary takes up the question of what it has meant to speak of a “Jewish science” historically, and what it might mean today. Shockingly, Aron shows that the rise and fall of psychoanalysis has been traced to Jewish influence. He then expands on Salberg's article by reviewing the relationship between circumcision and castration and considers the impact of Freud's Jewish identity and his anxiety about anti-Semitism on the structure of the psychoanalytic method and specifically on Freud's discovery of the “royal road.”     

Women on the Couch: Genital Stimulation and the Birth of Psychoanalysis

Following Freud's emphasis on his rejection of hypnosis as leading up to the development of psychoanalysis, there has been little mention in the psychoanalytic literature of the larger context of the somatic medical treatment of hysteria within which Freud treated his hysterical patients, and which Freud himself practiced. We contend that Freud's emphasis obscured his association with massage, electrotherapy, and the procedure of genital stimulation practiced by his medical colleagues in the treatment of hysteria. We show that the history of genital stimulation—including its obfuscation, desexualization, medicalization, and co-option from traditional women healers by an exclusively male medical establishment—provides us with the background for a more sophisticated understanding of the context in which Freud developed his theories. Specifically, we examine the contribution of this understanding to Freud's theoretical emphases on autonomy and individuality, abstinence and the renunciation of gratification, penis envy, clitoral versus vaginal orgasm, mature genital sexuality, and the “repudiation of femininity” as the “bedrock” of psychoanalysis. We demonstrate that Freud's position as a Jew in an anti-Semitic milieu fueled his efforts to distance his psychoanalytic method from the more prurient practices of his day, including one his society associated with Jewish doctors and patients.     

Differential endocannabinoid regulation of extinction in appetitive and aversive Barnes maze tasks

CB 1 receptor-compromised animals show profound deficits in extinguishing learned behavior from aversive conditioning tasks, but display normal extinction learning in appetitive operant tasks. However, it is difficult to discern whether the differential involvement of the endogenous cannabinoid system on extinction results from the hedonics or the required responses associated with the disparate tasks. Here, we report that the CB 1 receptor antagonist rimonabant disrupts extinction learning in an aversive, but not in an appetitive, Barnes maze conditioning task. Accordingly, these results provide compelling support for the hypothesis that the endogenous cannabinoid system plays a necessary role in the extinction of aversively motivated behaviors but is expendable for appetitively motivated behaviors.     

The effect of a shared humorous experience on closeness in initial encounters

Randomly paired same‐sex strangers (N = 96) participated in a series of structured interactions systematically manipulated to either create or not create a shared humorous experience. They then completed measures of feelings of closeness to their interaction partner. Consistent with hypotheses derived from personal relationships and humor theories, there was a significant effect of humor on closeness. This effect was significantly partially mediated by self‐expansion and distraction from the discomfort of the first encounter, but not by self‐disclosure/acceptance. The effect was significantly moderated by trait sense of humor and marginally moderated by anxious attachment style (such that the effect was greater for those high in trait sense of humor and high in anxious attachment). A predicted moderation by avoidant attachment was not significant.