The susceptibility of mental accounting principles to evaluation mode effects

The present research shows that the predictions and outcomes of mental‐accounting tests depend on whether preferences are measured separately (one at a time) or jointly (comparatively). Across five studies, we show that joint evaluation weakens some decision biases (the theater ticket problem, the calculator and jacket problem), but exacerbates others (the basketball game problem). Joint evaluations serve as a check on whether people think the answers they give in separate evaluations make sense or require adjustment. We discuss how the findings impact (1) tests of mental accounting predictions (between vs. within subjects designs), and (2) the normative status of mental accounting. Copyright © 2008 John Wiley & Sons, Ltd.     

Art produced by a patient with Parkinson's disease

Artists with neurological diseases sometimes produce remarkably appealing art. Here we present the art of a patient with Parkinson's disease, who demonstrated remarkable creativity and productivity well into the course of his disease. Despite his manifest motor impairments, he produced paintings and drawings with fluid sinuous movements. He also became preoccupied with his art in an unprecedented way, raising the possibility that his disease and medications were contributing to his creative drive.     

The relationship of character structure to persuasive communication in advertising

The persuasive effect of character structure--defined as a person's organized set of drives, dispositions, and satisfactions with which they approach the world--was assessed in the context of printed advertising. Subjects were exposed to one of two levels of argument strength (strong versus weak) and one of two levels of message spokesperson (celebrity versus noncelebrity) in a printed-advertising task. Subjects classified as Other-directed, individuals who possess a strong need to get along with others, exhibited greater attitudinal responsiveness to the test advertisement as measured on a composite attitude scale than did those classified as Inner-directed, needing to get ahead, or succeed. Other-directed subjects' attitude scores were more responsive to the message source than were the comparable scores of Inner-directed subjects. Results regarding argument strength were not significant but suggest that Other-directed attitudes are influenced by a combination of textual arguments and social cues.     

The interaction of multiple routes in oral reading: evidence from dissociations in naming and oral reading in phonological dyslexia

During oral reading we hypothesized that lexical representations are activated and selected for output by the simultaneous activation of the semantic, the direct lexical orthography to phonology, and the sublexical grapheme-to-phoneme conversion (GPC) routes (Southwood & Chatterjee, 1999). Serial models of reading argue that the semantic route governs oral reading with minimal influence from the nonlexical direct route and the sublexical GPC route. These models predict that semantic errors should occur in reading when the semantic route and GPC are both impaired. The Simultaneous Activation Hypothesis predicts few semantic errors in oral reading but many during picture naming. Semantic errors are infrequent in reading because information from all three reading routes constrains activation of a phonological entry. By contrast phonological selection in picture naming is constrained primarily by the semantic route and if damaged additional information is unavailable to select the appropriate phonological code. In agreement with the Simultaneous Activation Hypothesis five phonological dyslexics produced semantic errors during picture naming but not when reading aloud. Phonological errors were present during oral reading and minimal during picture naming.     

Guiding others for their own good: Action orientation is associated with prosocial enactment of the implicit power motive

Prior research has repeatedly documented how people who are implicitly motivated by power motives may hurt other people’s interests. However, people may also enact the implicit power motive (nPower) in a prosocial manner. Using an Operant Motive Test, the authors differentiated five enactment strategies within nPower and investigated personality antecedents and personal benefits of a prosocial enactment strategy. Two studies found that demand-related action orientation (i.e., ability to self-regulate positive affect) was associated with prosocial enactment of nPower. Furthermore, prosocial enactment of nPower was associated with a higher explicit power motive among future teachers (Study 1) and future psychologists (Study 2). Finally, there was an indirect effect of action orientation through the prosocial enactment of nPower on the explicit power motive (Studies 1 and 2) and, in turn, on well-being (Study 2). Our integration of motivation and self-regulation research (the “what” and “how” of goal striving) helps to better understand the dual nature of power motives.     

What Does It Mean to Be a Postcolonial Feminist? The Artwork of Mithu Sen

This article examines what the work of New Delhi‐based artist Mithu Sen brings to thinking about being a postcolonial feminist. Using images from Sen's solo exhibit in New Delhi and New York titled Half Full (2007), I theorize on the complexities that proliferate when thinking about postcolonial feminism. Sen's images play with “an” identity to showcase the hybrid and mobile configuration of postcolonial subjectivity. Sen's provocative aesthetic urges us to rethink defining a set of conditions or tenets for postcolonial feminism. Rather, her aesthetic politics propels through humor and provides a prism to constantly reimagine postcolonial feminist subjectivity by urging a consideration of maps that intersect and overlap.     

Prescribed spatial prepositions influence how we think about time

Prepositions combine with nouns flexibly when describing concrete locative relations (e.g. at/on/in the school) but are rigidly prescribed when paired with abstract concepts (e.g. at risk; on Wednesday; in trouble). In the former case they do linguistic work based on their discrete semantic qualities, and in the latter they appear to serve a primarily grammatical function. We used the abstract concept of time as a test case to see if specific grammatically prescribed prepositions retain semantic content. Using ambiguous questions designed to interrogate one’s meaningful representation of temporal relations, we found that the semantics of prescribed prepositions modulate how we think about time. Although prescribed preposition use is unlikely to be based on a core representational organization shared between space and time, results demonstrate that the semantics of particular locative prepositions do constrain how we think about paired temporal concepts.     

Failing to Suspect Collusion in Price‐Matching Guarantees: Consumer Limitations in Game‐Theoretic Reasoning

Marketers often commit to matching competitors’ prices by offering price‐matching guarantees (PMGs). Theory, however, shows that PMGs can either foster price competition and lower market prices or facilitate price collusion and raise market prices. In 3 experiments, we tested if consumers suspect collusion in such tactics and if this suspicion in turn affects their preferences for PMGs. Experiment 1 showed that consumers prefer markets where sellers offer PMGs over those that do not, suggesting little or no suspicion of collusion. Experiment 2 replicated these findings and extended them by showing that although most consumers prefer PMG markets, consumers higher in need for cognition (NFC) do, consistent with the greater suspicion hypothesized, prefer PMG markets more weakly. However, this weakened preference emerged from concerns over lower product quality in PMG markets more so than expectations of unduly high prices. Experiment 3 then tested the collusive potential of PMGs by placing participants in the role of a government regulator charged with finding collusion in various markets. Regardless of explicit primes and NFC, participants perceived PMGs as competitive devices that reduce prices rather than collusive devices that raise them. In contrast to the assumptions underlying game‐theoretic models, consumers often lack the strategic sophistication necessary to detect the collusive potential of PMGs, a limitation that implicates legislation to moderate the use of such devices.     

Loss is a loss,why categorize it? Mental accounting across cultures

Consumers regularly track their expenses and assign them to categories like food, entertainment, and clothing, which is popularly known as mental accounting. In this paper, we show that consumption biases that result from mental accounting—underconsumption or overconsumption—are not prevalent in Easterners due to their holistic thinking style, whereas Westerners exhibit such biases due to their analytic thinking style. In Study 1, we collected data with Easterners (students from the eastern part of India) and show that they do not exhibit mental accounting biases as is seen in Westerners. In Study 2, we show that such differences in mental accounting across cultures result from their thinking styles by manipulating thinking styles within a Western population (American students from the Midwest). We also show that the differences in styles of thinking across cultures motivate two different types of accounting processes—a piecemeal accounting process in the Westerners and a comprehensive accounting process in the Easterners—which in turn influence the differences in mental accounting biases across cultures. This finding adds to the growing literature in cross‐cultural differences in consumer decision making and explores how and why a well‐documented robust effect, mental accounting, varies with the cultural background of the consumers.