Choosing among alternative parties to be sponsored for supporting brand strategies,based upon emotional responses

• In recent years, much research has been concerned with the effects of sponsorships and the possible advantages a company can gain from engaging in sponsoring activities. Recently focus has been on the role, that sponsoring plays in branding strategy. Here it becomes important to understand exactly what a potential party to be sponsored contributes to the perception of a brand or a company. In this paper, the aim has been reversed to focus on the sponsored party. We propose a number of measurements to determine emotional responses and overall evaluations associated with a sponsored party who is a part of a sponsorship agreement with a company. Four different groups of parties to be sponsored are investigated: social aid organisations, culture, sport and TV‐programmes. Several interesting results emerged from this study; the parties to be sponsored were evaluated very differently on the dimensions used in the study and it is shown that a company can gain very different results depending on the type of object to choose to sponsor. Furthermore, it was shown that the overall evaluation of a party to be sponsored to a large extent is determined by emotions. Copyright © 2006 John Wiley & Sons, Ltd.

     

Responses to symptom induction exercises in panic disorder

Exposure to panic symptoms (interoceptive exposure) is often included as part of treatment for panic disorder (PD), although little is known about the relative effects of particular symptom induction exercises. This study describes responses of individuals with PD and nonclinical controls to 13 standard symptom induction exercises and 3 control exercises. Generally, individuals with PD responded more strongly to symptom induction exercises than did controls. The exercises producing the most fear included spinning, hyperventilation, breathing through a straw, and using a tongue depressor. This study also reports findings regarding specific symptoms triggered by each exercise, the percentage of participants reporting fear during each exercise, and predictors of fear.     

The impact of anxiety on sexual arousal in women

This study examined the impact of state anxiety, trait anxiety, and anxiety sensitivity on physiological and self-report measures of sexual arousal and sexual function in a non-clinical sample of women. Physiological sexual responses to an erotic stimulus were assessed using vaginal photoplethysmography, and subjective reactions were measured using questionnaires. Results suggested a curvilinear relationship between state anxiety and physiological sexual arousal (vaginal pulse amplitude; VPA). Trait anxiety and anxiety sensitivity were correlated with self-reported sexual arousal outside the laboratory. The findings may be interpreted in light of sympathetic nervous system (SNS) influences on sexual arousal and potential cognitive interference mechanisms associated with anxiety.     

Popularity, social acceptance, and aggression in adolescent peer groups: links with academic performance and school attendance

This article reports a short-term longitudinal study focusing on popularity and social acceptance as predictors of academic engagement for a sample of 342 adolescents (approximate average age of 14). These youths were followed for 4 consecutive semesters. Popularity, social acceptance, and aggression were assessed with a peer nomination inventory, and data on academic engagement were obtained from school records. For adolescents who were highly aggressive, increases in popularity were associated with increases in unexplained absences and decreases in grade point average. Conversely, changes in social acceptance were not predictive of changes in grade point average or unexplained absences. These results highlight the importance of multidimensional conceptualizations of social standing for research on school adjustment during adolescence and emphasize the potential risks associated with popularity.