Implicit Measures of Attitudes and Political Voting Behavior

Implicit measures have contributed to the prediction of behavior in numerous domains including the political realm. Some theoretical arguments suggest that implicit measures are unlikely to substantially improve the prediction of political voting behavior. Other arguments are more optimistic, especially regarding the prediction of undecided voters' behavior. Here, we review the evidence regarding the extent to which implicit measures improve the prediction of political voting behavior beyond explicit self‐report measures. Results reveal that implicit measures are often statistically significant predictors. However, the inclusion of an implicit measure leads to modest or even no improvement of the overall accuracy of the original prediction. We conclude that implicit measures are likely to be practically relevant for predicting voting behavior only if researchers can identify new approaches. Related findings in political psychology may pave the way as they demonstrate that implicit measures can contribute unique knowledge not accounted for in other ways.     

Is Consumer Culture Theory research or realpolitik? A sociology of knowledge analysis of a scientific culture

When Consumer Culture Theory (CCT) was introduced by Arnould and Thompson ( 2005 ) it was part of a strategy to create legitimacy for interpretive research. It was argued that interpretive researchers needed to be more pragmatic in their attitude. This was a fundamental change in the scientific culture in this stream of research. This paper analyses these changes and studies how CCT represents a new and pragmatic attitude. It is shown how the changes intended by CCT can imply a shift from a focus on new groundbreaking research to an awareness of the consequences of realpolitik. This strategic move can be seen as an example of how scientific cultures try to move from a marginal position to the mainstream. The consequences of this attempt to manage science are analysed, and solutions to problems created by these changes are developed. Copyright © 2016 John Wiley & Sons, Ltd.     

The influence of high and low cue–action association on prospective memory performance

Recent discoveries in the field of prospective memory (PM) show higher accuracy for remembering intentions in which prospective cue and action are strongly associated. In two experiments presented in this paper, participants encoded both high and low association cue–action pairs and were later tested on both prospective and retrospective PM components. Results of both studies show higher PM accuracy for the low association pairs, compared to high association ones, but only for the prospective component (across both Experiments) and only when a high association cue was presented first (Experiment 2). This finding was accompanied by longer study times for the low association pairs and study times were functionally related to later performance (across both Experiments). In the retrospective component, higher accuracy was observed for pairs with high level of association (but only in the first Experiment). Data are discussed in the context of metacognitive processes possibly related to the encoding of an intention as well as cue monitoring in case of PM tasks with high memory load and varying task difficulty.     

How chimpanzees (<Emphasis Type="Italic">Pan troglodytes</Emphasis>) perform in a modified emotional Stroop task

The emotional Stroop task is an experimental paradigm developed to study the relationship between emotion and cognition. Human participants required to identify the color of words typically respond more slowly to negative than to neutral words (emotional Stroop effect). Here we investigated whether chimpanzees (Pan troglodytes) would show a comparable effect. Using a touch screen, eight chimpanzees were trained to choose between two simultaneously presented stimuli based on color (two identical images with differently colored frames). In Experiment 1, the images within the color frames were shapes that were either of the same color as the surrounding frame or of the alternative color. Subjects made fewer errors and responded faster when shapes were of the same color as the frame surrounding them than when they were not, evidencing that embedded images affected target selection. Experiment 2, a modified version of the emotional Stroop task, presented subjects with four different categories of novel images: three categories of pictures of humans (veterinarian, caretaker, and stranger), and control stimuli showing a white square. Because visits by the veterinarian that include anaesthetization can be stressful for subjects, we expected impaired performance in trials presenting images of the veterinarian. For the first session, we found correct responses to be indeed slower in trials of this category. This effect was more pronounced for subjects whose last anaesthetization experience was more recent, indicating that emotional valence caused the slowdown. We propose our modified emotional Stroop task as a simple method to explore which emotional stimuli affect cognitive performance in nonhuman primates.     

Event-Related Brain Potentials during Identification of Tachistoscopically Presented Pictures

In the present study in 20 healthy subjects, event-related potentials (ERPs) were used to investigate the identification of picture stimuli. Each of 36 landscape pictures and 36 scrambled pictures was presented by a tachistoscope repeatedly until the subject made an identification response. Presentation of one picture was finished after 12 exposures. On the average, landscapes were identified after 5.8 ± 0.4 exposures; identification responses to scrambles were always wrong and occurred after 11.8 ± 0.1 exposures. Latencies and amplitude measures were assessed for P2, P3, N400, and the slow wave (SW). Changes in P2 across stimulus presentations did not differ between landscapes and scrambles excluding this component from being indicative for the processing of stimulus meaning. Amplitude of P3 generally declined across presentations, but increased prior to identification for landscape pictures. N400 rapidly declined across presentations of landscapes, but less rapidly for scrambles. The SW increased across stimulus presentations. This increase was more pronounced for landscape than scrambled pictures. The pattern of ERP changes can be interpreted in a framework of a stepwise inhibition of spreading activation within semantic memory with progressing picture identification.     

Stronger reactivity to social gaze in virtual reality compared to a classical laboratory environment

People show a robust tendency to gaze at other human beings when viewing images or videos, but were also found to relatively avoid gaze at others in several real-world situations. This discrepancy, along with theoretical considerations, spawned doubts about the appropriateness of classical laboratory-based experimental paradigms in social attention research. Several researchers instead suggested the use of immersive virtual scenarios in eliciting and measuring naturalistic attentional patterns, but the field, struggling with methodological challenges, still needs to establish the advantages of this approach. Here, we show using eye-tracking in a complex social scenario displayed in virtual reality that participants show enhanced attention towards the face of an avatar at near distance and demonstrate an increased reactivity towards her social gaze as compared to participants who viewed the same scene on a computer monitor. The present study suggests that reactive virtual agents observed in immersive virtual reality can elicit natural modes of information processing and can help to conduct ecologically more valid experiments while maintaining high experimental control.     

Social Beliefs and Visual Attention: How the Social Relevance of a Cue Influences Spatial Orienting

We are highly tuned to each other's visual attention. Perceiving the eye or hand movements of another person can influence the timing of a saccade or the reach of our own. However, the explanation for such spatial orienting in interpersonal contexts remains disputed. Is it due to the social appearance of the cue—a hand or an eye—or due to its social relevance—a cue that is connected to another person with attentional and intentional states? We developed an interpersonal version of the Posner spatial cueing paradigm. Participants saw a cue and detected a target at the same or a different location, while interacting with an unseen partner. Participants were led to believe that the cue was either connected to the gaze location of their partner or was generated randomly by a computer (Experiment 1), and that their partner had higher or lower social rank while engaged in the same or a different task (Experiment 2). We found that spatial cue‐target compatibility effects were greater when the cue related to a partner's gaze. This effect was amplified by the partner's social rank, but only when participants believed their partner was engaged in the same task. Taken together, this is strong evidence in support of the idea that spatial orienting is interpersonally attuned to the social relevance of the cue—whether the cue is connected to another person, who this person is, and what this person is doing—and does not exclusively rely on the social appearance of the cue. Visual attention is not only guided by the physical salience of one's environment but also by the mental representation of its social relevance.     

Similar to and/or Better than Oneself? Singles' Ideal Partner Personality Descriptions

Using the HEXACO Model of Personality, we explored two kinds of ideal partner preferences regarding personality traits, namely, to what extent people prefer partners similar to themselves (similarity preference) and to what extent people prefer partners with more desirable trait levels than themselves (aspirational assortative preference). We conducted five studies (overall N > 900) across four countries (China, Denmark, Germany, and the USA), looking at both HEXACO factors and facets, using both self‐report questionnaires and real‐life data (personal profiles from a dating website), and comprising both student and more heterogeneous samples. The results provided support for both kinds of ideal partner preferences, with important differences across traits. Specifically, similarity preference was supported by all studies concerning all HEXACO traits, and aspirational assortative preference was supported by all four self‐report studies (though not the dating website study) concerning all HEXACO traits except for Openness to Experience. Concerning differences in preferences among the HEXACO traits, similarity preference was particularly pronounced for Honesty–Humility and Openness to Experience, moderate for Agreeableness and Conscientiousness, and less pronounced for Emotionality and Extraversion. Aspirational assortative preference, by contrast, was particularly pronounced for Emotionality, Extraversion, and Agreeableness, moderate for Honesty–Humility, and inconsistent for Conscientiousness. © 2018 European Association of Personality Psychology     

The effects of source likeability and need for cognition on advertising effectiveness under explicit persuasion

• While there is evidence that an endorser's likeability plays a determining role in the advertising effectiveness of explicit persuasive appeals, this paper examines the impact of the need for cognition (NFC) as a moderator of this relationship. We find that this effect holds, as predicted, for individuals with lower NFC, but not for those with higher NFC. Furthermore, the effects of explicit persuasion and the endorser's likeability on evaluations of products or services by lower‐NFC consumers were found to be mediated by the attribution of self‐interest. In contrast, advertising effectiveness for higher‐NFC consumers was predictable only by the valence of their cognitive responses to the product.

Copyright © 2009 John Wiley & Sons, Ltd.