Impact of emotional appeal on non-profit advertising: A neurophysiological analysis

The number of Non-Profit Organisations (NPOs) has increased in the past years, and they rely on advertising to communicate their causes. Although the effectiveness of NPO advertising has been studied previously, there is still no consensus about which appeal (emotionally positive or negative) increases its effectiveness. On the other hand, the most prevalent research approaches to NPO advertising are traditional research methodologies based on declarative techniques. So, the purpose of this study is to identify which appeal (positive or negative) in NPO advertising is more effective at the three levels of effectiveness (perceptual or communicational effectiveness, psychological or attitudinal effectiveness and behavioural effectiveness), providing a new approach based on the analysis of consumers' unconscious responses to advertising. We conducted an experiment with 113 participants whose neurophysiological responses were evaluated through electroencephalogram (EEG) and eye tracking (ET) while they watched NPO advertisements with a randomly assigned emotional appeal (positive or negative). In addition, a survey revealed behavioural responses. The results showed that considering the psychological or attitudinal effectiveness, positively framed ads are more effective, as there is a positive effect on attitudes towards the ad and a higher positive emotional valence. On the other hand, in perceptual effectiveness, where attention is considered an important variable, the negatively framed ads showed more significant time in the area of interest (AOI) of the image area of the ad, and longer time in the AOI text was observed for positively framed ads. Furthermore, regarding behavioural effectiveness, negatively framed ads seem more effective in eliciting actual donations. The results suggest that a positive appeal is more effective in generating a more positive attitude and a positive emotional valence towards the advertisement, which could benefit the NPO in the long term. But a negative appeal is more effective if the goal is to achieve immediate donations.     

Repression and coping with the threat of rape

A study is reported which examined the impact of repressive coping style on processing and recalling information about rape. It was predicted that repressors selectively avoid threatening information about a rape incident and that selective avoidance is reflected in poorer recall for details of the rape account as well as anticipation of fewer coping problems in the event of sexual victimization. A total of N=143 women were presented with an authentic rape scenario taken from police files. The sample was divided into repressors, sensitizers, non‐anxious and defensive high‐anxious individuals on the basis of an anxiety and a social desirability measure. Differential memory by the four groups for the rape scenario was measured in a free‐recall task. In addition, respondents were asked to anticipate potential coping problems they thought they would experience in the event of sexual victimization, and they were asked to indicate their behavioural precautions against a sexual assault. As predicted, repressors showed poorer recall for the described rape than both sensitizers and non‐anxious subjects. Results were less conclusive concerning the proposed interaction of anxiety and defensive avoidance on anticipated coping problems. No effect was found of cognitive coping style on behavioural precautions against rape. The findings are discussed with respect to the construct validity of repression as a cognitive strategy for coping with threat in the domain of sexual violence. Copyright © 1999 John Wiley & Sons, Ltd.     

Alexithymia and its measurement: confirmatory factor analyses of the 20‐item Toronto Alexithymia Scale and the Bermond–Vorst Alexithymia Questionnaire

Alexithymia refers to the difficulties an individual has in experiencing and expressing feelings. The 20‐item Toronto Alexithymia Scale (TAS‐20) and the Bermond–Vorst Alexithymia Questionnaire (BVAQ) with two parallel versions of 20 items have been constructed to measure it. The present study compared the psychometric properties of these two self‐report questionnaires in English (N=290) and French (N=322) language versions. Confirmatory factor analysis was used to examine the fit between the hypothesized factors and the data. Results revealed a better fit to the data for the second version of the BVAQ (BVAQ‐20B) for both language versions as compared to the TAS‐20, the whole BVAQ, or the first version of the BVAQ (BVAQ‐20A). Additionally, the factor comparison of both language versions indicated that only the factorial structure of the BVAQ‐20B was replicable across languages. Concurrent validity of the questionnaires is discussed. Copyright © 1999 John Wiley & Sons, Ltd.     

Thinking Without Words: An Overview for Animal Ethics

In Thinking without Words I develop a philosophical framework for treating some animals and human infants as genuine thinkers. This paper outlines the aspects of this account that are most relevant to those working in animal ethics. There is a range of different levels of cognitive sophistication in different animal species, in addition to limits to the types of thought available to non-linguistic creatures, and it may be important for animal ethicists to take this into account in exploring issues of moral significance and the obligations that we might or might not have to non-human animals. I am grateful for comments on an earlier version from Robert Francescotti and Clare Palmer.     

The effect of linguistic abstraction on interpersonal distance

It is well known that people describe positive behaviors of others close to them (e.g., in‐group member, friend) in abstract terms, but with concrete terms in the case of people who they are not close to (e.g., out‐group member, enemy). In contrast, negative behaviors of people who we are close to are described in concrete terms, but in abstract terms for people who are distant. However, the communicative impact of such subtle differences in language use on a receiver who is also the actor of the behavior being described has never been addressed. We hypothesized and found that a positive abstract message compared to a positive concrete message leads to perceived proximity to the sender, while a negative abstract message compared to a negative concrete message leads to perceived distance. The implications of this study, which is the first to show the communicative impact of biased language use, are discussed. Copyright © 2006 John Wiley & Sons, Ltd.     

Detecting impossible changes in infancy: a three-system account

Can infants detect that an object has magically disappeared, broken apart or changed color while briefly hidden? Recent research suggests that infants detect some but not other 'impossible' changes; and that various contextual manipulations can induce infants to detect changes they would not otherwise detect. We present an account that includes three systems: a physical-reasoning, an object-tracking, and an object-representation system. What impossible changes infants detect depends on what object information is included in the physical-reasoning system; this information becomes subject to a principle of persistence, which states that objects can undergo no spontaneous or uncaused change. What contextual manipulations induce infants to detect impossible changes depends on complex interplays between the physical-reasoning system and the object-tracking and object-representation systems.     

Self-reported competences and problems in Spanish adolescents: a normative study of the YSR

The aim of the study was to provide a standardization of self-reported competences and emotional/behavioural problems in Spanish adolescents, using the Achenbach's Youth Self-Report (YSR), and to compare our results to those from other countries. The YSR was completed by 2822 adolescents aged 11-18 years, recruited from secondary schools in two regions of Spain. There were significant differences in Total behaviour problems and in most problem scales in boys and girls, scoring boys higher on externalizing syndromes, whereas girls score higher on internalizing syndromes . Males' mean scores were higher than females' scores for social competence. Age effects also showed significant differences with respect to internalizing problems, thought problems, social problems and depression. Cut-off points based on the 90th and 98th percentile developed from this sample are presented for the competences and the problem scales. To test the overall range of variations across cultures, comparisons were made between broad band and narrow band measures of the YSR in Spanish adolescents and those from other countries. Gender differences in the YSR were similar to those found across different cultures; there is a consistent trend to increase behavioural problems with age; and social competence seem to be a relevant protective factor against behavioural problems.     

Personality factors in relation to violent crimes

The personalities of a group of 54 persons (51 men and 3 women), imprisoned for the perpetration of violent crimes, were evaluated. The results were then compared to a normative group. This study considers personality factors and dimensions on three levels: (a) Basic factors: the "Big Five", (b) Personality disorders and clinical syndromes, (c) Personality dimensions related to personal wellbeing and social adaptation said to define a psychologically healthy individual. The results of the study show that it is not possible to define a basic personality profile for this group of violent delinquents based on the "Big Five" factors. It is, however, possible to find two habitual patterns of behaviour if the Millon Model (1990) is applied. These two behaviour patterns and attitudes towards life situations will be named "Dependent with compulsive traits" and "Psychopath tendencies". Both relate to indicators of mental health.     

Exploring Asian American racial identity

In this study the authors used cluster analysis to create racial identity profiles for a sample of Asian Americans using the People of Color Racial Identity Attitudes Scale (PCRIAS). A four-cluster solution was chosen: each cluster corresponded to one PCRIAS subscale and was named accordingly. Scores on the Asian American Racism-Related Stress Inventory and the Color-Blind Racial Attitudes Scale were compared across clusters. As expected, the Dissonance and Immersion clusters were characterized by relatively high racism-related stress and low levels of color-blind attitudes; the Conformity cluster showed roughly the opposite pattern. Surprisingly, the Internalization cluster showed a pattern similar to that for Conformity and thus may reflect "pseudoindependence" as discussed by Helms.     

Influence of articulation rate on two memory tasks in young and older adults

This study investigated the relation between phonological loop functioning and age. Phonological loop is a time-based subsystem of the Working Memory Model of Baddeley and Wilson, which uses rehearsal of information as an active process to avoid phonological decay. Performance differences were examined between young and older adults in two speech-based memory tasks, such as the immediate serial recall of words and the Digit Ordering Task. Analysis showed that performance on both tasks was lower for the older group. Articulation rate was also measured to test the hypothesis that the impairment of some cognitive functions in adults can be associated to their slowness or the greater time needed by older adults for the rehearsal process. A significant negative correlation was found for articulation rate with age. When the effect of articulation rate on Serial Recall and Digit Ordering Tasks was partialled out, the difference between the two groups was eliminated.