Learning to love the older consumer

This paper examines how and why marketing has largely ignored the older consumer and concentrated on younger targets. It explores some of the myths of the older consumer and through examining recent research in the USA and the UK makes a plea for accepting the older consumer as still very much in the main stream of marketing. It also explores how society constructs age and how older people may wish to see themselves. While age related myopia is unsatisfactory for both consumers and marketing, older consumers may express a wide range of identities, making them a potentially complex target for marketing. The paper suggests that more research is needed to explore the different motives and identities of these important consumers with a view to better meeting their needs in terms of appropriate products, messages and media. Copyright © 2001 Henry Stewart Publications.     

Control of the corridor illusion in baboons (Papio papio) by gradient and linear-perspective depth cues

The corridor illusion was recently demonstrated in baboons with background pictures containing rich depth information (Barbet and Fagot 2002, Behavioural Brain Research 132 111-115). In the current research we determined the contribution of gradient texture and perspective lines to that illusion. In experiment 1, the corridor illusion was tested in two baboons, with pictures of a hallway as backgrounds, or the same image of the hallway represented by perspective lines. Findings confirmed that the baboons experience the corridor illusion with the picture of the hallway, and showed that this illusion remained with the perspective-line backgrounds. The same procedure was adopted in experiment 2, but with a hallway drawn from gradient textures. The two baboons experienced the illusion in this experiment too. Thus both gradient and perspective line cues convey sufficient information to control the corridor illusion in baboons. In baboons, the processing of these two kinds of depth cues interacts with the perception of object size, suggesting homologous processes of pictorial depth perception in humans and non-human primates.     

Regret intensity, diurnal cortisol secretion, and physical health in older individuals: evidence for directional effects and protective factors

Two studies were conducted to examine the associations between life regrets and health-relevant variables among older adults. Study 1 explored whether intense experiences of regret would be associated with a health-relevant biological process (i.e., diurnal cortisol secretion) and acute physical problems (N = 183). In Study 2, a group of 103 older adults was followed over a period of 3 months, and changes in cold symptoms and sleep problems were examined. Study 2 incorporated an experimental manipulation, targeted at engaging participants in adaptive social- cognitive processes through writing. The results of Study 1 showed intense life regrets to be associated with a larger volume and a steeper morning rise of cortisol secretion and with higher levels of acute physical symptoms. Study 2 demonstrated that levels of regret intensity generally declined only in the experimental group, whereas certain aspects of regret intensity remained stable in the control group. In addition, the intervention evidenced a beneficial effect on the association between initial regret intensity and increased sleep problems over time.     

Can cigarette warnings counterbalance effects of smoking scenes in movies?

Scenes in movies where smoking occurs have been empirically shown to influence teenagers to smoke cigarettes. The capacity of a Canadian warning label on cigarette packages to decrease the effects of smoking scenes in popular movies has been investigated. A 2 x 3 factorial design was used to test the effects of the same movie scene with or without electronic manipulation of all elements related to smoking, and cigarette pack warnings, i.e., no warning, text-only warning, and text+picture warning. Smoking-related stereotypes and intent to smoke of teenagers were measured. It was found that, in the absence of warning, and in the presence of smoking scenes, teenagers showed positive smoking-related stereotypes. However, these effects were not observed if the teenagers were first exposed to a picture and text warning. Also, smoking-related stereotypes mediated the relationship of the combined presentation of a text and picture warning and a smoking scene on teenagers' intent to smoke. Effectiveness of Canadian warning labels to prevent or to decrease cigarette smoking among teenagers is discussed, and areas of research are proposed.     

The Professional Insertion of Immigrants Born in the Maghreb: Challenges and Impediments for Intervention

Emigration as a means of improving living conditions in a society is viewed positively and is rooted in the will to escape economic and political constraints that seem to present no way out. The unemployment rate has increased in recent years several immigrant groups, especially people from the Maghreb and western Asia. As a result, these groups are significant clientele of employment integration programmes. In line with this observation, this article discusses the following dual objective: outlining the many obstacles Maghrebins face when they arrive in Quebec when integrating into the employment market and discussing the intervention strategies offered.     

Using Noldus Observer XT for research on deaf signers learning to read: An innovative methodology

Despite years of research on the reading problems of deaf students, we still do not know how deaf signers who read well actually crack the code of print. How connections are made between sign language and written language is still an open question. In this article, we show how the Noldus Observer XT software can be used to conduct an in-depth analysis of the online behavior of deaf readers. First, we examine factors that may have an impact on reading behavior. Then, we describe how we videotaped teachers with their deaf student signers of langue des signes québécoise during a reading task, how we conducted a recall activity to better understand the students’ reading behavior, and how we used this innovative software to analyze the taped footage. Finally, we discuss the contribution this type of research can have on the future reading behavior of deaf students.     

Gaze behavior in face comparison: The roles of sex, task, and symmetry

Knowing where people look on a face provides an objective insight into the information entering the visual system and into cognitive processes involved in face perception. In the present study, we recorded eye movements of human participants while they compared two faces presented simultaneously. Observers’ viewing behavior and performance was examined in two tasks of parametrically varying difficulty, using two types of face stimuli (sex morphs and identity morphs). The frequency, duration, and temporal sequence of fixations on previously defined areas of interest in the faces were analyzed. As was expected, viewing behavior and performance varied with difficulty. Interestingly, observers compared predominantly the inner halves of the face stimuli—a result inconsistent with the general left-hemiface bias reported for single faces. Furthermore, fixation patterns and performance differed between tasks, independently of stimulus type. Moreover, we found differences in male and female participants’ viewing behaviors, but only when the sex of the face stimuli was task relevant.     

Counter-stereotypic beliefs in math do not protect school girls from stereotype threat

The threat of being negatively stereotyped in math impairs performance of highly qualified females on difficult math tests, a phenomenon known as “stereotype threat”—ST. Perhaps more alarmingly, recent studies based on unselective samples of elementary-, middle-, and high-school students show that ST also operates in girls from the general population. Here we offer first evidence that ST does operate (with large effect sizes) even in middle-school girls who deny the negative gender stereotype. Children’s beliefs about the two genders math ability, therefore, do not necessarily moderate their susceptibility to ST, an important issue that remained unclear so far. This new finding is also of great practical significance: School girls’ counter-stereotypic beliefs cannot be taken as sufficient evidence for deciding whether the struggle against ST is or is not needed. Appropriate interventions should be the default option when aiming for true gender equality in math and science achievements.     

When internalization leads to automatization: The role of self-determination in automatic stereotype suppression and implicit prejudice regulation

Recent evidence suggests that self-determined prejudice regulation is negatively related to both self-reported prejudice and automatic racial bias. However, the social-cognitive processes involved in this association have not yet been examined. Thus, the current project sought to test the ‘internalization-automatization hypothesis’, that is, to assess the extent to which prejudice regulation is automatic for those high and low in self-determined motivation to regulate prejudice. To this end, two different experimental paradigms were used. In Experiment 1 (N = 84), differences in the automatic activation and application of stereotypes were assessed for those high and low in self-determined prejudice regulation. As expected, both types of prejudice regulators showed similar stereotype activation. However, only self-determined individuals inhibited the application of stereotypes following a prime. Experiment 2 (N = 134), assessed the impact of self-regulatory depletion on the regulation of implicit prejudice. As anticipated, for the self-determined regulators, prejudice regulation did not vary between depleted and non-depleted individuals. However, when non-self-determined prejudice regulators were depleted, prejudice increased, relative to non-depleted controls. Results are discussed in terms of an increased understanding of prejudice regulation through self-determination. Evidence of the automatization of self-determined prejudice regulation offers promising implications for the reduction of prejudice.

Gender Differences in the Nature,Antecedents and Consequences of Parental Burnout

Sex Roles - Parenthood remains one of the most gender-typed social roles in adulthood. Given gender inequality in parenting, it has been very surprising to find that parental burnout affects both...