Print adverts: Not remembered but memorable

Attempts to measure advertising effectiveness have relied on explicit memory measures based on recall or recognition. However, recent cognitive research has shown that not only is it possible to measure unconscious effects of prior experience through implicit tests of memory, but that such performance is independent of explicit recollection. The present study sought to determine whether it is possible to demonstrate the same pattern of findings using print advertising in an ecologically valid situation. Eighty subjects saw 25 full-page colour magazine adverts in either a deliberate or incidental study condition and subsequently rated (on four salient dimensions) a set of 50 adverts, which included the target adverts. Following the ratings subjects were asked to indicate which of the adverts they recognized as having been in the original set. While the deliberate study group recognized around 60 per cent of the adverts, the incidental study group recognized only 11 per cent. However, both groups showed the same positive bias in attitudes towards the adverts they had been exposed to compared to the ones they had not seen before. Thus, in line with by the cognitive literature, it is possible to show shifts in attitudes that are independent of conscious recollection. This data questions advertisers' reliance one explicit memory tests as measures of advertising effectiveness.     

CONSTRUCT ACCESSIBILITY AND THE MISATTRIBUTION OF AROUSAL:

Abstract— Schachter and Singer (1962) showed that people search the immediate environment for emotionally relevant cues to label and interpret unexplained physiological arousal We investigated how unobtrusively activated cognitions and physiological arousal interact to produce emotional experience when the immediate environment is devoid of relevant cues Subjects were primed with positive, negative, or neutral concepts They then either exercised or sat still and, either immediately or after a delay, rated their emotional state Consistent with what Schachter and Singer found, subjects in the exercise, delayed-rating condition, who lacked an obvious explanation for their arousal, made the most extreme affective self-ratings, which were consistent with the valence of the primed concepts These subjects apparently interpreted their residual arousal in terms of the primed concepts Subjects in the exercise, immediate-rating condition, who had an explanation for their arousal (i e, the exercise), were not influenced by the primes Subjects in the no-exercise condition showed typical priming effects, with prime-consistent self-ratings that decayed over time Implications for emotion formation, misattnbution of arousal, and cognition are discussed     

THE IMPORTANCE OF NONGENETIC INFLUENCES ON ROMANTIC LOVE STYLES: A Twin-Family Study

Research in several disciplines reveals large individual differences in orientations to romantic love, yet the origins of the differences have been unclear In this first behavior genetic study of romantic love, biometric model fitting reveals that in contrast to other personality and attitude domains, where genetic factors account for approximately 50% of the reliable variance and shared environment has little effect, individual differences in romantic love are due almost exclusively to environment Moreover, the common family environment plays a sizable role in determining love styles, a finding compatible with theories stressing the importance of family interactions in personality development     

College Students' Perceptions of the Relationship Between Fee and Counseling

Fee as a variable that could have an impact on college students' perceptions of counseling was explored because of the authentic concerns about college counseling centers needing to charge direct fees for their services. Participants (N = 350) represented a cross-section of potential consumers of psychological services, not just individuals currently receiving services. On an overt level, fees seemed to be less influential in counseling considerations, but were taken into account on a more covert level. This study supports the psychological literature, which suggests that fee is not the most important factor in clients' decisions to seek counseling. Implications for counselors, administrators, researchers, and program planners are discussed.     

Client Cognitive Responses as a Function of Quality of Counselor Verbal Responses

This study examined the relationship between high and low quality counselor responses in four response modes and client cognitions. Twenty-one university students participated in two sessions of brief counseling that included high and low quality counselor responses in paraphrasing, questioning, reflection of feeling, and self-disclosure. After each counseling session, participants used Kagan's (1975) interpersonal process recall method to report their cognitions in response to these counselor responses. Results indicated that the participants had more favorable cognitions toward the counselor associated with high quality counselor paraphrasing and reflection of feeling responses. Participants' cognitions directed toward themselves did not differ in response to any of the four high and low quality counselor responses. Implications of the results are discussed.     

The Correlation of General Cognitive Ability and Psychomotor Tracking Tests

A study was conducted to investigate the nexus of cognitive and psychomotor tests as might be used for personnel selection and assessment. These two domains are frequently seen as independent. A multiple aptitude cognitive test battery and a psychomotor test battery were administered to 354 United States Air Force recruits. The average multiple correlation of the cognitive tests and each psychomotor score as a criterion was 0.34, corrected for range restriction. Confirmatory factor analyses disclosed general cognitive and general psychomotor factors, three lower-order psychomotor factors, and two lower-order cognitive factors. The general cognitive factor accounted for 39% of the variance and the general psychomotor factor accounted for 29% of the variance. Residualized, the lower-order factors accounted for between 10% and 3% of the variance. The average g saturations (loadings) of the cognitive and psychomotor tests were 0.82 and 0.34 respectively. An implication for personnel selection is that the incremental validity of psychomotor tracking tests beyond the validity of cognitive tests will be small due to the commonality of measurement. A further implication of findings is the need to study the validity of the general and specific psychomotor factors.