Dynamic Motivational Processing of Antimarijuana Messages: Coactivation Begets Attention

In the theoretical framework of dynamic motivational activation, this study reveals the dynamics of antimarijuana public service announcement (PSA) processing, especially the processing of co‐occurring positive and negative content. It specifies the important role of endogenous feedback dynamics of the information processing system and teases them apart from exogenous message effects. As suggested by real‐time psychophysiological responses (heart rate, skin conductance level, and facial electromyography), the copresence of positive and negative content is most attention eliciting and is not moderated by individuals' marijuana experience. Marijuana experience, however, increases attention to arousing content in the PSAs, increases smiling responses to positive content, and escalates arousal to the PSAs in general. Implications for designing and evaluating PSAs and health campaigns are discussed.     

Modification of behavior problems in the home with a parent as observer and experimenter

Four parents enrolled in a Responsive Teaching class carried out experiments using procedures they had devised for alleviating their children's problem behaviors. The techniques used involved different types of reinforcement, extinction, and punishment. One parent increased the frequency of the wearing of an orthodontic device during five daily time checks by making an immediate monetary payoff contingent on wearing the device. A second parent increased the number of points earned for doing daily household tasks by providing back-ups for which the points could be exchanged. The parents of a 4-yr-old boy decreased the frequency of whines, cries, and complaints by removing social attention when such behavior occurred. A mother decreased the duration of time it took for her 5-yr-old daughter to get dressed by making permission to watch television contingent on dressing within 30 min of the time she got up in the morning. Brief reversals of contingencies were used to show causal relationships between the procedures used and the changes in behavior. Checks on the reliability of measurement were made by persons present in the home.     

Brutality of assault in political cartoons affecting humor appreciation

Political cartoons depicting a presidential candidate undergoing an aggressive assault were manipulated to assess the effect on humor appreciation of variations in the degree of brutality of the aggressive tactics (minimal, intermediate, extreme). The identity of the depicted candidate (Richard Nixon vs George McGovern) was also manipulated. Humor-appreciation ratings were given to these cartoons by student subjects during the week preceding the 1972 presidential elections. Attitudes toward the depicted candidates were assessed in a postexperimental questionnaire. Neither degree of brutality nor affect toward the victim exerted a significant main effect, but a significant transverse interaction between the two variables was observed. When the assault involved minimal levels of brutality, the victimization of a rejected candidate was appreciated significantly more than that of a favored one; when intermediate levels of brutality were depicted, assaults against rejected candidates did not differ appreciably from attacks upon favored candidates in the level of mirth they elicited; when the brutality was extreme, aggression against rejected candidates was appreciated less than assaults against favored candidates, although nonsignificantly so. Of the various theoretical notions which were advanced to predict the results, a rationale involving the decoder's motivation to favor or object to the manner in which the aggressive agent is characterized as well as his motivation to enjoy or dislike the communication's projected outcome was considered to account best for the findings.     

Evidence for Context Switching in the Effects of Average Item Length and Item-Length Variability on Internal Consistency

This investigation examined the effects of 3 item characteristics—the average number of words per item, within-scale variability in item length, and item “direction”—on internal consistency reliability and interitem correlation. In Study 1, we examined the effects of these variables on overall scale-level reliability using 444 subscales from 9 personality scales. In Study 2, we examined interitem correlation at the paired-item level using 477 nonredundant item pairs from 14 personality scales. Lower scale reliability was associated with more average words per item, greater within-scale variability in item length, and a greater percentage of reverse-keyed items. Similarly, smaller interitem correlations were associated with a greater degree of mismatch in item length between the paired items and with a mismatch (vs. match) in the items' respective “directions.” The pattern of results across both studies supports our notion that lower internal consistency results from increased context switching; that is, from the confusion that occurs when respondents must switch back and forth between the interpretive frames pertaining to short versus long items, or between items pertaining to one pole of a personality dimension and its “opposite” pole. Suggestions for maximizing the internal consistency of personality scales are proposed.