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.

     

Employing automatic approach and avoidance tendencies for the assessment of implicit personality self-concept: The implicit association procedure (IAP)

A new chronometric procedure, the Implicit Association Procedure (IAP), was adapted to assess the implicit personality self-concept of shyness. A sample of 300 participants completed a shyness-inducing role play and, before or after the role play, a shyness IAP, a shyness Implicit Association Test (IAT), and direct self-ratings. The experimental group was instructed to fake nonshyness. The control group did not receive this instruction. IAT and IAP were unaffected by position effects, and were less susceptible to faking than direct self-ratings with regard to mean levels and correlates. Under faking, correlations between direct and indirect measures decreased, and direct but not indirect measures showed higher correlations with social desirability and lower correlations with observed shyness. Despite many similarities, the true correlation between IAT and IAP was estimated only .61, indicating high method-specific variance in both procedures. The findings suggest that indirect measures are more robust against faking than traditional self-ratings but do not yet meet psychometric criteria for practical assessment purposes.     

Single-attribute implicit association tests (SA-IAT) for the assessment of unipolar constructs. The case of sociosexuality

A major problem with Implicit Association Tests (IATs) is that they require bipolar attributes (e.g., good-bad). Thus, IAT effects for an attribute category can be interpreted only relative to an opposite category. Problems arise if there is no clear opposite category; in this case, a neutral category can be used, although it induces systematic error variance and thus reduces validity. The present study suggests that this problem can be solved using single-attribute IATs (SA-IATs). Sociosexuality (the tendency to engage in uncommitted sex) was expected to be related at the implicit level to stronger stranger-sex associations relative to partner-sex associations. An IAT was constructed that used conversation as a neutral attribute; it showed satisfactory reliability but only low correlations with explicit sociosexuality. An alternative SA-IAT with sex as the only attribute showed a similar reliability but higher correlations with explicit sociosexuality.     

Stress management: a randomized study of cognitive behavioural therapy and yoga

In this study, a stress management program based on cognitive behavioural therapy principles was compared with a Kundaliniyoga program. A study sample of 26 women and 7 men from a large Swedish company were divided randomly into 2 groups for each of the different forms of intervention; a total of 4 groups. The groups were instructed by trained group leaders and 10 sessions were held with each of groups, over a period of 4 months. Psychological (self-rated stress and stress behaviour, anger, exhaustion, quality of life) and physiological (blood pressure, heart rate, urinary catecholamines, salivary cortisol) measurements obtained before and after treatment showed significant improvements on most of the variables in both groups as well as medium-to-high effect sizes. However, no significant difference was found between the 2 programs. The results indicate that both cognitive behaviour therapy and yoga are promising stress management techniques.     

Using reinforcement learning to understand the emergence of "intelligent" eye-movement behavior during reading

The eye movements of skilled readers are typically very regular (K. Rayner, 1998). This regularity may arise as a result of the perceptual, cognitive, and motor limitations of the reader (e.g., limited visual acuity) and the inherent constraints of the task (e.g., identifying the words in their correct order). To examine this hypothesis, reinforcement learning was used to allow an artificial "agent" to learn to move its eyes to read as efficiently as possible. The resulting patterns of simulated eye movements resembled those of skilled readers and suggest that important aspects of eye-movement behavior might emerge as a consequence of satisfying the constraints that are imposed on readers. These results also suggest novel interpretations of some contentious empirical results, such as the fixation duration costs associated with word skipping (R. Kliegl & R. Engbert, 2005), and theoretical assumptions, for example the familiarity check in the E-Z Reader model of eye-movement control (E. D. Reichle, A. Pollatsek, D. L. Fisher, & K. Rayner, 1998).     

Units of visual individuation in rhesus macaques: objects or unbound features?

Vision begins with the processing of unbound visual features, which must eventually be bound together into object representations. Such feature binding is required for coherent visual perception, and accordingly has received a considerable amount of study in several domains. Neurophysiological work, often in monkeys, has revealed the details of how and where feature binding occurs in the brain, but methodological limitations have not allowed this research to elucidate just how feature binding operates spontaneously in real-world situations. In contrast, behavioral work with human infants has demonstrated how we use simpler unbound features to individuate and identify objects over time and occlusion in many types of events, but this work has not typically been able to isolate the role of feature binding in such processing. Here we provide a method for assessing the spontaneity and fidelity of feature binding in non-human primates, as this process is utilized in real-world situations, including simple foraging behaviors. Using both looking-time and manual-search measures in a natural environment, we show that free-ranging rhesus macaques (Macaca mulatta) spontaneously bind features in order to individuate objects across time and occlusion in dynamic events. This pattern of results demonstrates that feature binding is used in subtle ways to guide ecologically relevant behavior in a non-human animal, spontaneously and reliably, in its natural environment.     

Processing Speed Deficits in Attention Deficit/Hyperactivity Disorder and Reading Disability

The goal of the current study was to test whether deficits in processing speed (PS) may be a shared cognitive risk factor in reading disability (RD) and Attention Deficit/Hyperactivity Disorder (ADHD), which are known to be comorbid. Literature on ADHD and RD suggests that deficits on tasks with a speeded component are seen in both of these disorders individually. The current study examined a wide range of speeded tasks in RD, ADHD, comorbid RD+ADHD, and a control group to test whether RD and ADHD have similar profiles of PS deficits, and whether these deficits are shared by the two disorders. The results suggest that a general PS deficit exists in both clinical groups compared to controls, although children with RD demonstrate greater PS deficits than children with ADHD. Two tests (underadditivity and partial correlations) were conducted to test whether these PS deficits are shared. Since we found that PS deficits were underadditive in the comorbid group and that partialling PS reduced the correlation between RD and ADHD, it appears that PS is a shared cognitive risk factor that may help explain the comorbidity of these two disorders.     

The effect of word frequency, word predictability, and font difficulty on the eye movements of young and older readers

Young adult and older readers' eye movements were recorded as they read sentences containing target words that varied in frequency or predictability. In addition, half of the sentences were printed in a font that was easy to read (Times New Roman) and the other half were printed in a font that was more difficult to read (Old English). Word frequency, word predictability, and font difficulty effects were apparent in the eye movement data of both groups of readers. In the fixation time data, the pattern of results was the same, but the older readers had larger frequency and predictability effects than the younger readers. The older readers skipped words more often than the younger readers (as indicated by their skipping rate on selected target words), but they made more regressions back to the target words and more regressions overall. The E-Z Reader model was used as a platform to evaluate the results, and simulations using the model suggest that lexical processing is slowed in older readers and that, possibly as a result of this, they adopt a more risky reading strategy.     

How love and lust change people’s perception of relationship partners

Because love is related to thoughts in the distant future and lust triggers thoughts related to the present, based on construal level theory, we propose a link between love and a global processing style as well as a link between lust and a local processing style. These processing styles should further expand to partnership evaluations, partially explaining halo phenomena. In Study 1, college students and senior participants were primed by either imagining a walk with a person they were in love with, or a one-night stand. In Study 2, love and lust were primed subliminally. In all studies, love priming enhanced global, holistic processing and halos, whereas lust priming enhanced local, detail oriented processing and reduced halos. Moreover, in Study 1, temporal distance mediated the effects. Implications for research of moods on processing styles, partner perception, and the distinction between love and lust are discussed.     

Social status as a cue for tacit coordination

The present paper investigates how and when social status may serve as a cue for tacit coordination. In three experimental studies, we demonstrate that low status individuals are inclined to defer to the preferences of high status individuals, thereby facilitating coordination success. Furthermore, we investigate the boundary conditions of this effect. More specifically, we show that social status only facilitates coordination success when the people involved have asymmetric (or conflicting) preferences (Study 2), and when there is a clear social hierarchy (Study 3). In the general discussion, we relate these findings to earlier research on dominance hierarchies, social power, deference and perspective-taking and we provide suggestions for future research.