Beyond Beauty: Design Symmetry and Brand Personality

Our research explores connections between a fundamental element of visual design, namely symmetry, and consumer inferences regarding brand personality. In contrast to prior work focused on broad affective responses, we propose that symmetry plays an additional, nuanced role in the communication of brand personality. Results of four experiments reveal that asymmetry in visual brand elements is associated by consumers with brand excitement, and that the effect is driven in part by the experience of subjective arousal. These findings contribute to growing interest in visual design and consumer processing, while extending current understanding regarding the communication of brand personality.     

When a face type is perceived as threatening: Using general recognition theory to understand biased categorization of Afrocentric faces

Prior research indicates that stereotypical Black faces (e.g., wide nose, full lips: Afrocentric) are often associated with crime and violence. The current study investigated whether stereotypical faces may bias the interpretation of facial expression to seem threatening. Stimuli were prerated by face type (stereotypical, nonstereotypical) and expression (neutral, threatening). Later in a forced-choice task, different participants categorized face stimuli as stereotypical or not and threatening or not. Regardless of prerated expression, stereotypical faces were judged as more threatening than were nonstereotypical faces. These findings were supported using computational models based on general recognition theory (GRT), indicating that decision boundaries were more biased toward the threatening response for stereotypical faces than for nonstereotypical faces. GRT analysis also indicated that perception of face stereotypicality and emotional expression are dependent, both across categories and within individual categories. Higher perceived stereotypicality predicts higher perception of threat, and, conversely, higher ratings of threat predict higher perception of stereotypicality. Implications for racial face-type bias influencing perception and decision-making in a variety of social and professional contexts are discussed.     

Angry reactions to failure on a cooperative computer game: The effect of trait hostility,behavioural inhibition,and behavioural activation

This study describes the use of a “cooperative” computer game in which the subject has to follow directions, supposedly sent from a partner, and steer a tank to avoid invisible mines. The tank is lost if it hits a mine or does not reach base within a set time limit. The game was designed so that the majority of trials would be lost. Affective (mood self-ratings), cognitive (attribution of blame questionnaire), and behavioural (feedback sent to the “partner”) outcomes were assessed. The game significantly increased ratings of discontentedness and anger. Self-blame for task failure was correlated with the Guilt subscale of the Buss-Durkee Hostility Inventory (BDHI), and blaming the partner was correlated positively with the Motor Aggression subscale and negatively with the empathy scale of the I7, supporting the notion of hostile attributional bias in adults. The importance of individual differences in the strength of the behavioural inhibition system (BIS) and behavioural activation system (BAS) were explored using the BIS/BAS scales developed by Carver and White [1994]. Sending negative feedback to the partner was negatively correlated with scores on the BIS. Scores on BAS drive were positively correlated with increases in discontentedness and with sending negative feedback on trials when the tank was lost due to lack of time. These results are discussed in relation to Berkowitz's [1993] model of affective aggression. Aggr. Behav. 24:27–36, 1998. © 1998 Wiley-Liss, Inc.     

Supplementary Fit,Complementary Fit,and Work‐Related Outcomes: The Role of Self‐Construal

The current research investigated whether employees' self‐construals moderated the effects of supplementary fit and complementary fit on their work‐related outcomes (i.e. affective commitment and citizenship behavior). An organisational sample of 317 Chinese employees provided evidence that the relations between supplementary fit and these two work‐related outcomes were stronger among employees with a higher interdependent self‐construal. Conversely, the relations between complementary fit and work‐related outcomes were stronger among employees with a higher independent self‐construal. Theoretical and practical implications of these findings are discussed.     

Decomposing the construct of ambivalence over emotional expression in a Chinese cultural context

The present study examined the construct of ambivalence over emotional expression proposed by King and Emmons ( 1990 ) in the Chinese context, and identified a factor structure different from those proposed in previous Western studies. The results of this study provided discriminant validity for this newly extracted two-factor structure of ambivalence, viz., Emotional Rumination and Emotional Suppression. Emotional Rumination was significantly predicted by the personality scales of introversion and inferiority, and the belief dimension of fate control, whereas Emotional Suppression was predicted by the personality scales of diversity, face, and harmony, and the belief dimension of social complexity. The different effects of Emotional Rumination and Emotional Suppression in predicting life satisfaction showed that emotional experience has its own specific characteristics in Chinese culture, and that responding to its emic characteristics will yield a more culturally responsive understanding of emotional experience and expression. Copyright © 2004 John Wiley & Sons, Ltd.     

Is Self‐Determined Functioning a Universal Prerequisite for Motive–Goal Congruence? Examining the Domain of Achievement in Three Cultures

ABSTRACT Research has shown that capacity for accessing implicit motives promotes congruence between the implicit and the explicit motivational system: Individuals able to test a conscious goal for its fit with their implicit motivation commit themselves more fully to self‐congruent goals. However, it has not yet been shown whether this is a universal phenomenon or limited to Euro‐American cultures in which individual needs are less strictly constrained by the social environment than in other cultural contexts. Thus, the present study examined whether self‐determination interacts with the implicit achievement motive to predict how much importance individuals from Cameroon, Germany, and Hong Kong ascribe to achievement goals. Moreover, the importance ascribed to goals should indirectly predict life satisfaction via success in goal realization. Results showed that the associations described above are valid in all three cultural groups and are discussed in terms of their implications for the universal processes characterizing motivation.     

Two languages, two personalities? Examining language effects on the expression of personality in a bilingual context

The issue of whether personality changes as a function of language is controversial. The present research tested the cultural accommodation hypothesis by examining the impact of language use on personality as perceived by the self and by others. In Study 1, Hong Kong Chinese-English bilinguals responded to personality inventories in Chinese or English on perceived traits for themselves, typical native speakers of Chinese, and typical native speakers of English. Study 2 adopted a repeated measures design and collected data at three time points from written measures and actual conversations to examine whether bilinguals exhibited different patterns of personality, each associated with one of their two languages and the ethnicity of their interlocutors. Self-reports and behavioral observations confirmed the effects of perceived cultural norms, language priming, and interlocutor ethnicity on various personality dimensions. It is suggested that use of a second language accesses the perceived cultural norms of the group most associated with that language, especially its prototypic trait profiles, thus activating behavioral expressions of personality that are appropriate in the corresponding linguistic-social context.     

I want it and I want it now: Using a temporal discounting paradigm to examine predictors of consumer impulsivity

This paper proposes a new model of consumer impulsivity, using type of good, a person's endorsement of materialistic values, and identity deficits as predictors. Traditional decision making and psychological accounts see impulsive behaviour as a general overweighing of short‐term gratification (I want that dress now) relative to longer‐term concerns, irrespective of consumer good. Our proposal is that consumers' impulsivity (a) differs according to type of good and (b) is linked systematically to a combination of materialistic values and high identity deficits. Beginning with Study 1, three experiments, using a temporal discounting paradigm, show consistently that discount rates are higher for goods that are seen as highly expressive of identity (e.g., clothes) than goods not expressive of identity (e.g., basic body care products). For materialistic consumers, identity deficits predict discount rates for identity‐expressive goods (Study 2), and discount rates change for materialistic individuals when their identity deficits are made salient (Study 3). These findings support a conceptualization of consumer impulsivity as identity‐seeking behaviour.     

Saving graces: Impact of partner support and maternal attachment on partner attachments in an individualistic and a collectivist context

The current study investigated the relationships between current attachment to mother and attachment to romantic partners, and the role of current partner support and culture as moderators of that relationship. University students who were currently in a romantic relationship were recruited from Hong Kong and USA, and completed measures on attachment styles and partner support. Results showed that maternal attachment anxiety was correlated with romantic attachment anxiety; maternal attachment avoidance was correlated with romantic attachment avoidance, but this linkage varied by level of current partner support. Romantic attachment avoidance was also associated with current partner support, but this linkage was stronger for HK Chinese than for Americans. These results are discussed in terms of how interpersonal and personality factors promoted by culture can affect the developmental course of romantic relationships.