The Effect of Ad Skepticism and Celebrity Preference on Brand Attitude Change in Celebrity-Endorsed Advertising

The use of a celebrity endorser who is well recognized and favorably evaluated by the target viewers is a common strategy used by advertisers to increase the persuasiveness of an advertisement. Yet, at the same time, being skeptical of the claim being made by the celebrity endorser is the typical response of the viewers to such persuasion attempts. The present research examines how these effects potentially counterbalance each other as viewers evaluate the advertised brand in a low-involvement setting. The results show that the degree of ad skepticism and the relative allocation of attentional resources to celebrity and brand elements in advertisements determine how preference for a celebrity endorser is transferred to the advertised brand. The findings provide a more complete understanding of the psychological mechanisms by which celebrity preference influences brand attitude change than has previously been available. They indicate that ad skepticism may be the missing link in understanding the effectiveness of celebrity-endorsed advertising.     

Correlating the internal length in strain gradient plasticity theory with the microstructure of material

The internal length is the governing parameter in strain gradient theories which among other things have been used successfully to interpret size effects at the microscale. Physically, the internal length is supposed to be related with the microstructure of the material and evolves during the deformation. Based on Taylor hardening law, we propose a power-law relationship to describe the evolution of the variable internal length with strain. Then, the classical Fleck–Hutchinson strain gradient theory is extended with a strain-dependent internal length, and the generalized Fleck–Hutchinson theory is confirmed here, by comparing our model predictions to recent experimental data on tension and torsion of thin wires with varying diameter and grain size. Our work suggests that the internal length is a configuration-dependent parameter, closely related to dislocation characteristics and grain size, as well as sample geometry when this affects either the underlying microstructure or the ductility of the material.     

Young children discover how to deceive in 10 days: a microgenetic study

We investigated how the ability to deceive emerges in early childhood among a sample of young preschoolers (Mean age = 34.7 months). We did this via a 10‐session microgenetic method that took place over a 10‐day period. In each session, children played a zero‐sum game against an adult to win treats. In the game, children hid the treats and had opportunities (10 trials) to win them by providing deceptive information about their whereabouts to the adult. Although children initially showed little or no ability to deceive, most spontaneously discovered deception and systematically used it to win the game by the tenth day. Both theory of mind and executive function skills were predictive of relatively faster patterns of discovery. These results are the first to provide evidence for the importance of cognitive skills and social experience in the discovery of deception over time in early childhood.     

Organizational Tenure Diversity as Predictors of Combat Performance in ROK Army

Drawing on the upper-echelons theory and diversity issues, this study examines the relationships between top management team (TMT) organizational tenure, tenure diversity, and combat performance. The study is based on of Korea Combat Training Center (KCTC) that is designed for training and evaluation of the battalion combat power. Findings indicate that battalions with higher levels of TMT tenure have a positive effect on combat performance. Tenure diversity of TMT has a negative effect on combat performance. In addition, results showed that the negative relationships between tenure diversity of TMT and combat performance are attenuated by commander’s shared experience with other TMT members.     

Remembering the silver lining: Reappraisal and positive bias in memory for emotion

Reappraisal and distraction, unlike suppression, are known to decrease the intensity of negative emotion in the short term. Little is known about long-term characteristics associated with emotion regulation strategies, however. In a longitudinal study, we examined the relation between the strategies people reported using to regulate emotions during a stressful situation and their later memory for their emotions. Students in Italy rated the intensity of positive and negative emotions they were experiencing as they prepared for their high school exit exam. They also rated the extent to which they were regulating emotion using reappraisal, distraction, and suppression. Six weeks later, students recalled their pre-exam emotions. The more students reported engaging in reappraisal before the exam, the more they overestimated positive emotion and underestimated negative emotion when recalling their experience. The association between reported reappraisal and memory bias was partially mediated by positive changes over time in students’ appraisals of the exam preparation experience. Reports of engaging in distraction and suppression were not associated with memory bias. Because remembered emotion guides future choices, these findings suggest that reappraisal is a highly adaptive strategy for coping with stressful situations, not only in the short run, but also in the long run.     

Visual working memory contaminates perception

Indirect evidence suggests that the contents of visual working memory may be maintained within sensory areas early in the visual hierarchy. We tested this possibility using a well-studied motion repulsion phenomenon in which perception of one direction of motion is distorted when another direction of motion is viewed simultaneously. We found that observers misperceived the actual direction of motion of a single motion stimulus if, while viewing that stimulus, they were holding a different motion direction in visual working memory. Control experiments showed that none of a variety of alternative explanations could account for this repulsion effect induced by working memory. Our findings provide compelling evidence that visual working memory representations directly interact with the same neural mechanisms as those involved in processing basic sensory events.     

Effects of testing on learning of functions

Is learning of a complex functional relationship enhanced by trying to predict what output will go with a given input, as compared to studying an input–output pair? We examined learning of a bilinear function and transfer to new items outside the trained range. Subjects either saw the input–output pairs (study-only condition) or attempted to guess the output and then saw the pair (test/study condition). The total study times were equated, and motivation was enhanced with a monetary bonus. Performance was markedly better for the test/study condition, both within the trained range and in the transfer test. This benefit of testing during training was observed on a criterial test administered shortly after training. Testing has long been shown to enhance the explicit learning and retention of verbal material; our present findings reveal a novel domain for which testing can also be advantageous—that is, function learning.     

When all signs point to you: lies told in the face of evidence

Young children's ability to tell a strategic lie by making it consistent with the physical evidence of their transgression was investigated along with the sociocognitive correlates of such lie-telling behaviors. In Experiment 1, 247 Chinese children between 3 and 5 years of age (126 boys) were left alone in a room and asked not to lift a cup to see the contents. If children lifted up the cup, the contents would be spilled and evidence of their transgression would be left behind. Upon returning to the room, the experimenter asked children whether they peeked and how the contents of the cup ended up on the table. Experiment 1 revealed that young children are able to tell strategic lies to be consistent with the physical evidence by about 4 or 5 years of age, and this ability increases in sophistication with age. Experiment 2, which included 252 Chinese 4-year-olds (127 boys), identified 2 sociocognitive factors related to children's ability to tell strategic lies. Specifically, both children's theory-of-mind understanding and inhibitory control skills were significantly related to their ability to tell strategic lies in the face of physical evidence. The present investigation reveals that contrary to the prevailing views, even young children are able to tell strategic lies in some contexts.     

Semantic size does not matter: "bigger" words are not recognized faster

Sereno, O'Donnell, and Sereno (2009) reported that words are recognized faster in a lexical decision task when their referents are physically large than when they are small, suggesting that "semantic size" might be an important variable that should be considered in visual word recognition research and modelling. We sought to replicate their size effect, but failed to find a significant latency advantage in lexical decision for "big" words (cf. "small" words), even though we used the same word stimuli as Sereno et al. and had almost three times as many subjects. We also examined existing data from visual word recognition megastudies (e.g., English Lexicon Project) and found that semantic size is not a significant predictor of lexical decision performance after controlling for the standard lexical variables. In summary, the null results from our lab experiment--despite a much larger subject sample size than Sereno et al.--converged with our analysis of megastudy lexical decision performance, leading us to conclude that semantic size does not matter for word recognition. Discussion focuses on why semantic size (unlike some other semantic variables) is unlikely to play a role in lexical decision.     

用于项目生成的认知模型的构建与比较——以矩阵完成问题为例

项目生成是一种新的测验编制技术,它可以弥补传统测验编制技术的缺陷.使用该技术编制测验,要进行大量的前期工作,如必须要了解和归纳所编测验中项目的所有刺激特征,据此建立认知模型,再将认知模型与心理计量模型联合,构建能预测新生成项目难度的数学模型等.该研究以矩阵完成问题为例,在带约束的两参数Logistic模型的基础上,通过对构建的几个认知模型的比较,挑选合适的认知模型为矩阵完成问题的项目生成研究服务.研究结果表明,自建的认知模型能够满足矩阵问题项目生成的要求.