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.     

The power of one reinforcer: The effect of a single reinforcer in the context of shaping

During shaping, if the organism is engaged in behaviors other than the current approximation, the amount of time between reinforcers increases. In these situations, the shaper may resort to what is referred to as a “desperation‐driven click.” That is, after a period of no reinforcement, the shaper delivers one reinforcer for a nontarget approximation. Reports from professional animal trainers suggest that the animal may continue performing this new behavior, even if it is reinforced only once. This study attempted to model this phenomenon with college students. Results from the study demonstrated that a desperation‐driven click situation can be reliably produced in a controlled setting. When participants received one reinforcer for interacting with a new object following a period of no reinforcement, they interacted with the new object for a longer or equal amount of time as compared to an object that had a longer history of reinforcement. The results of this study have implications for the understanding of how reinforcement controls behavior.     

On Monadic Operators on Modal Pseudocomplemented De Morgan Algebras and Tetravalent Modal Algebras

Studia Logica - In our paper, monadic modal pseudocomplemented De Morgan algebras (or mmpM) are considered following Halmos’ studies on monadic Boolean algebras. Hence, their topological...     

Automatic Associations and Conscious Attitudes Predict Different Aspects of Men’s Intimate Partner Violence and Sexual Harassment Proclivities

Intimate partner violence against women (IPV) and sexual harassment are both widespread. Research on their causes and attitudinal correlates has rarely examined implicit, automatic cognitive associations related to the partner (in IPV aggressors) or to women (in sexual harassment offenders). The aim of the present research was to study these implicit associations in 129 male German students. Participants completed scales of hostile sexism (HS), masculine gender role stress (MGRS), short-term (STMO) and long-term mating orientation (LTMO), and proclivity to both IPV and sexual harassment. Next they performed a primed lexical decision task that measured whether concepts of violence, power, hostility, and sexuality were differentially associated with representations of women, men, and the participant’s own intimate partner. Results showed that implicit associations of own partner with violence as well as hostility were generally high but did not correlate strongly with the proclivity measures. Furthermore, the proclivity measures were positively predicted by HS, MGRS, and STMO, whereas LTMO negatively predicted IPV proclivity. Practice implications point to the need to address early socialization processes that may shape men’s negative associations with female partners. Some strategies to prevent and reduce these types of implicit associations are discussed.

     

From Natural to Formal Language: A Case for Logical Pluralism

Topoi - I argue for a version of logical pluralism based on the plurality of legitimate formalizations of the logical vocabulary. In particular, I argue that the apparent rivalry between classical...     

Inside bilingualism: Language background modulates selective attention to a talker's mouth

Previous findings indicate that bilingual Catalan/Spanish‐learning infants attend more to the highly salient audiovisual redundancy cues normally available in a talker's mouth than do monolingual infants. Presumably, greater attention to such cues renders the challenge of learning two languages easier. Spanish and Catalan are, however, rhythmically and phonologically close languages. This raises the possibility that bilinguals only rely on redundant audiovisual cues when their languages are close. To test this possibility, we exposed 15‐month‐old and 4‐ to 6‐year‐old close‐language bilinguals (Spanish/Catalan) and distant‐language bilinguals (Spanish/”other”) to videos of a talker uttering Spanish or Catalan (native) and English (non‐native) monologues and recorded eye‐gaze to the talker's eyes and mouth. At both ages, the close‐language bilinguals attended more to the talker's mouth than the distant‐language bilinguals. This indicates that language proximity modulates selective attention to a talker's mouth during early childhood and suggests that reliance on the greater salience of audiovisual speech cues depends on the difficulty of the speech‐processing task.     

Reliability and validity of the Basic Depression Questionnaire

Background/ObjectiveDepressive disorders have a high prevalence around the world. They present a great comorbidity with other disorders like anxiety, thereby making a differential diagnosis very difficult. The Basic Depression Questionnaire was designed to palliate this issue by isolating specific depression symptoms. Our aim is to study the reliability, factorial structure, and differential item functioning of this questionnaire. Method: The sample consisted of 1,397 adults without psychological problems (M_age = 29.76, SD = 11.25, 64.78% women) who completed the CBD. Results: We observed that none of the items presented differential functioning. A monofactorial structure was established. In this model a good fit was obtained by confirmatory factor analysis and a strict invariance by sex. The ordinal alpha was used to check the reliability and it fetched an index of .95. Conclusions: The Basic Depression Questionnaire has adequate psychometric properties. The absence of differential item functioning and the invariance by sex are guarantees of an adequate use to diagnose depression for men and women. So, its clinical use can help to differentiate between the specific diagnoses for depressive disorders and anxiety disorders.     

Emotional eating as a mediator between anxiety and cholesterol in population with overweight and hypertension

Although the relationship between cholesterol and mood states (especially anxiety) has been well studied, few researches have included the role of eating styles in this relationship. This study explored the associations among eating styles, negative emotional symptoms, and levels of cholesterol (and other medical variables) in a population with hypertension and overweight or obesity, analyzing the possible mediation mechanisms involved. A cross-sectional study was conducted in 68 adults with hypertension and overweight/obesity, and stepwise multiple regression analysis and mediation analyses were carried out to test the hypothesis that eating styles mediate the relationship between negative emotional symptoms and cholesterol. Several significant correlations among age, anthropometric, medical, and psychological variables (eating styles and negative emotional symptoms) were found. There was a significant indirect effect of anxiety on total cholesterol and LDL cholesterol through emotional eating. Results suggest that emotional eating has a relevant role in the rise in total and LDL cholesterol, acting as a mediator in the relationship between anxiety and cholesterol. This finding could have important implications, since it introduces a new variable in the relationship between emotions and cholesterol and, therefore, changes the way of understanding this relationship, and of treating high cholesterol in a hypertensive sample.