Affect and persuasion: Mood effects on the processing of message content and context cues and on subsequent behaviour

Two experiments are reported examining the impact of recipients' mood on the processing of simple, everyday persuasive communications and on subsequent behaviour. Consistent with the general assumption that affective states may inform an individual about the state of its current environment, it was found that positive (as compared to neutral or negative) mood reduced subjects' motivation to systematically process both content information and contextual cues. Specifically, Experiment I demonstrated that, in a field setting, the behaviour of subjects who had been put in a good mood was less likely to reflect differences in message content than the behaviour of neutral mood subjects. Experiment 2 replicated and extended these findings, showing that good mood subjects' behaviour was uninfluenced by content as well as context information, whereas bad mood subjects did make use of both types of information. Subject's cognitive responses and evaluations paralleled the behavioural data. The results are discussed in terms of their compatibility with contemporary models of persuasion, and their implications for future research on mood and persuasion and on the interplay of affect and cognition in general are considered.     

Effects of gender roles and self perceptions on affective reactions to horror films

Responses to graphic horror films have been shown to be modified by a number of personality variables, and in particular, by gender-specific rules for social conduct. In earlier horror research it has been assumed that gender-specific responses are largely determined by biological gender. More recent research has focused on psychological patterns of gender identity that often transcend biological gender lines. This investigation sought clarification by examining the impact of individuals' self-perceived gender role and other personality characteristics on affective responses to horror. Subjects' perceptions of how same- and opposite-gender peers would respond to such materials were also assessed. Consistent with theoretical expectations, the findings revealed strong effects on the estimation of opposite-gender target's reactions as a function of both the rater's gender role characteristics and biological gender. Other personality factors were found to influence responses to horror only marginally, however. The results are discussed in terms of the gender role socialization model of affect.     

Small Wins: Perceptual Focus,Efficacy, and Cooperation in a Stage-Conjunctive Social Dilemma1

A multi-stage social dilemma was used to explore the notion that focusing on part rather than all of a complex problem would affect self-efficacy and action. In two experiments subjects considered a multi-stage game asking them to invest an initial sum of money in hopes of earning a larger bonus to be paid if provision points were met at all stages (a “stage-conjunctive” task). Results indicated that under most conditions considered, presentation of the whole problem encouraged cooperation. The opposite pattern occurred when group members were asked to complete very demanding stages first. We suggest that these results depend strongly on the stage-conjunctive nature of our task.     

Salience of rape affects self-esteem: The moderating role of gender and rape myth acceptance

In two experiments, conducted in Germany and the U.S.A., it was found that exposure to a rape report lowered self-esteem and positive affect in women who do not accept ‘rape myths’ (stereotypical beliefs which blame the victim and exonerate the rapist; Burt, 1980). Men high in rape myth acceptance (RMA) showed an increase in positive affect and self-esteem as a function of exposure to rape; men low in RMA and women high in RMA were largely unaffected. Both experiments demonstrated that these effects were specific to rape, as opposed to violence in general. These results support the feminist hypothesis that the threat of rape serves the function to exert social control over women and to sustain men's dominance. Potential cognitive mechanisms mediating the observed effects are discussed.     

Grading the ‘cultural literacy’ project

The essay examines the argument advanced by E.D. Hirsch, Jr., for instituting ‘cultural literacy’ as a fundamental priority of schools. A number of confusions and equivocations in Hirsch's reasoning are identified, and the propensity of his project to indoctrinate is exposed. Among the features of Hirsch's argument shown to be troubling are his shifting construal of ‘language’, his inconsistency about the requirements of cultural literacy, and his uncritical relation to traditional images of the American past and present. The upshot is to raise the question why Hirsch's project has elicited wide support and praise.     

Referenzsemantik in der Partnermodellierung

How can we explain that an assertion on something perceived can be understood in the same manner by somebody who cannot perceive that scene? This problem bases the interest in computational linguistics in how listener modeling could possibly be harmonized with reference semantics. Mental images substituting real perception appear as a way out. The architecture of the listener model has to be adapted to the creation and use of such pictorial data structures. Furthermore, the relation between the latter and a verbal (i. e., propositional) representation must be understood. The resulting architecture of a listener model with reference semantics can be employed to solve communicational problems from three general classes in a better way, as is demonstrated by an example implementation.     

Differences in EEG alpha activity related to giftedness

In three experiments, differences in EEG alpha activity between gifted (mean IQ = 137) and average (mean IQ = 105) individuals were investigated. EEG activity was monitored over 16 scalp locations. A fast Fourier transform was performed on 15 artifact-free 2-second chunks of data to derive a spectral power average in the alpha band (7.5–13 Hz). In the first experiment, EEG of gifted and average individuals during two relaxation phases—eyes closed and eyes open—was recorded. Gifted individuals showed higher EEG alpha power only while resting with eyes open. In the second experiment, gifted and average individuals solved two problems that were divided into phases of problem solving and preparing for problem solving (reading, making a plan of how to solve the problem). Significant differences were obtained only for the problem-solving stages. Gifted individuals in comparison with average ones showed higher alpha power (less mental effort) while solving the two problems. The third experiment investigated whether the lower mental activity displayed by gifted individuals was related to their ability to form more abstract schemata. For that purpose EEG was recorded while gifted and average individuals memorized lists of words and pictures that either allowed, or did not allow, for classification into more abstract categories. For both types of lists, gifted individuals displayed higher alpha power than average ones. The results obtained confirm the hypothesis that the higher EEG alpha power during information processing displayed by gifted individuals may derive from the nonuse of many brain areas not required for the problem at hand.