When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

• In this conceptual paper, the authors review literature on how consumers react when a piece of brand communication is incongruent with established brand associations. Although brand experts typically criticize such brand image incongruity, it is a fact that companies do communicate in a way that challenges existing associations, for example in advertising or when launching brand extensions. The article integrates previous work—which has been scattered across several poorly connected domains—into a coherent framework. The authors propose effects of brand image incongruity on consumers' processing and evaluation. They also identify marketing implications and avenues for future research. The propositions imply opportunities for brand management, thus suggesting the need for a balanced view on brand image incongruity.

Copyright © 2006 John Wiley & Sons, Ltd.     

A model for stochastic drift in memory strength to account for judgments of learning

Previous research has shown that judgments of learning (JOLs) made immediately after encoding have a low correlation with actual cued-recall performance, whereas the correlation is high for delayed judgments. In this article, the authors propose a formal theory describing the stochastic drift of memory strength over the retention interval to account for the delayed-JOL effect. This is done by first decomposing the aggregated memory strength into exponential functions with slow and fast memory traces. The mean aggregated memory strength shows power-function forgetting curves. The drift of the memory strength is large for immediate JOLs (causing a low predictability) and weak for delayed JOLs (causing a high predictability). Consistent with empirical data, the model makes a novel prediction of JOL asymmetry, or that immediate weak JOLs are more predictive of future performance than are immediate strong JOLs. The JOL distributions for immediate and delayed JOLs are also accounted for.     

SUBJECTIVE SCALING BASED ON THRESHOLD MEASUREMENTS

B acklund , F. A., and B ergström , S.-S. Subjective scaling based on threshold measurements. Scand. J. Psychol ., 1961, 2, 88–92. A method of establishing subjective scales by means of absolute threshold measurements is reported. The method is successfully applied to data from the perception of motion and time.     

Depressed youth: treatment outcome and changes in family functioning in individual and family therapy

This study explores the role of family functioning in therapeutic change in focused individual psychodynamic psychotherapy (FIPP) and time‐limited systems integrative family therapy (SIFT) for depressed children and adolescents. After a screening process, 72 participants aged 8 to 15 were randomized to either FIPP or time‐limited SIFT. Assessments took place prior to, at the end of, and 6 months after treatment. Families in both SIFT and FIPP showed a small but significant and sustained improvement in family functioning by the end of treatment in both mothers' self‐reports and family therapists' assessments. Better family functioning at baseline in mothers' self‐reports and improved family functioning during SIFT, as assessed by family therapists, predicted a sustained decrease in self‐reported depressive symptoms. Results indicated that time‐limited SIFT may be more effective with younger children and in patients without a diagnosis of double depression than adolescents.     

Comparability of Self‐Reported Conscientiousness Across 21 Countries

In cross‐national studies, mean levels of self‐reported phenomena are often not congruent with more objective criteria. One prominent explanation for such findings is that people make self‐report judgements in relation to culture‐specific standards (often called the reference group effect), thereby undermining the cross‐cultural comparability of the judgements. We employed a simple method called anchoring vignettes in order to test whether people from 21 different countries have varying standards for Conscientiousness, a Big Five personality trait that has repeatedly shown unexpected nation‐level relationships with external criteria. Participants rated their own Conscientiousness and that of 30 hypothetical persons portrayed in short vignettes. The latter type of ratings was expected to reveal individual differences in standards of Conscientiousness. The vignettes were rated relatively similarly in all countries, suggesting no substantial culture‐related differences in standards for Conscientiousness. Controlling for the small differences in standards did not substantially change the rankings of countries on mean self‐ratings or the predictive validities of these rankings for objective criteria. These findings are not consistent with mean self‐rated Conscientiousness scores being influenced by culture‐specific standards. The technique of anchoring vignettes can be used in various types of studies to assess the potentially confounding effects of reference levels. Copyright © 2011 John Wiley & Sons, Ltd.     

Two-year outcome of internet-based relapse prevention for partially remitted depression

The objective of the study was to investigate the long-term effects of internet-based relapse prevention for sufferers of partially remitted depression. Eighty-four individuals with partially remitted unipolar depression were randomized to either internet-based CBT (iCBT) or to a control group. After the ten week intervention period the participants were followed for 24 months and diagnostic interviews conducted to detect relapse. The intervention and monthly self-ratings of depressive symptoms were administered via an internet-based platform that ensured secure communication with all participants. Significantly fewer participants in the iCBT group had experienced a relapse compared with those in the control group two years after the internet-based intervention. The relapse rate in the iCBT group was 13.7% (CI 95% = 2.5–24.9) and in the control group it was 60.9% (CI 95% = 44.8–77). Furthermore, a significantly larger proportion of the iCBT group experienced remission two years after the intervention compared with the control group. Internet-based CBT seems promising for preventing relapse in sufferers of partially remitted depression.     

Differences in the justification of choices in moral dilemmas: effects of gender, time pressure and dilemma seriousness

The effects on moral reasoning of gender, time pressure and seriousness of the issue at hand were investigated. In Experiment 1, 72 university students were presented with moral dilemmas and asked what actions the actors involved should take and to justify this. Women were found to be more care-oriented in their reasoning than men, supporting Gilligan's moral judgment model. Both time pressure and consideration of non-serious as opposed to serious moral dilemmas led to an increase in a justice orientation compared with a care orientation in moral judgments. In Experiment 2, a similar task was given to 80 persons of mixed age and profession, and the participants' moral reasoning was coded in terms of its being either duty-orientated (duty, obligations, rights) or consequence-oriented (effects on others). Men were found to be more duty-oriented than women, and time pressure to lead to a greater incidence of duty orientation.     

Hermeneutics of Medicine in the Wake of Gadamer: the Issue of Phronesis

The relevance of the Aristotelian concept ofphronesis – practical wisdom – for medicine and medical ethics has been much debated during the last two decades. This paper attempts to show how Aristotle’s practical philosophy was of central importance toHans-Georg Gadamer and to the development of his philosophical hermeneutics, and how,accordingly, the concept of phronesiswill be central to a Gadamerian hermeneutics of medicine. If medical practice is conceived of as an interpretative meeting between doctor and patient with the aim of restoring the health of the latter, then phronesis is the mark of the good physician, who through interpretation comes to know the best thing todo for this particular patient at this particular time. The potential fruitfulness of this hermeneutical appropriation of phronesis for the field of medical ethics is also discussed. The concept can be (and has been) used in critiques of the conceptualization of bioethics as the application of principle-based theory to clinical situations, since Aristotle’s point is exactly that problems of praxis cannot be approached in this way. It can also point theway for alternative forms of medical ethics, such as virtue ethics or a phenomenological andhermeneutical ethics. The latter alternative would have to address the phenomena of healthand the good life as issues for medical practice. It would also have to map out in detail the terrain of the medical meeting and the acts of interpretation through which phronesis is exercised. This revised version was published online in June 2006 with corrections to the Cover Date.     

Working the Self: Truth-Telling in the Practice of Alcoholics Anonymous

Human Studies - This article interrogates twelve step practice within Alcoholics Anonymous (AA) from the perspective of Foucault’s later work on governance, truth-telling and subjectivity....