The COVID-19 threat and luxury advertising

The purpose of this research is to examine how the COVID-19 pandemic has impacted the luxury goods industry. The authors hypothesize that pandemic threats drive consumers toward luxury consumption to increase their perceptions of control. The article reports results of three experimental studies conducted in the United States. In Study 1, after participants read an article about COVID-19, they respond favorably to an advertisement for a luxury brand. The comparative control participants read an article about a tofu dish and respond less favorably to the luxury advertisement. Study 2 provides further evidence that perceived control acts as a mediator, while ruling out alternative explanations. Study 3 indicates that threat evokes luxury preferences only when advertisements for both luxury and nonluxury products use abstract messages, as opposed to concrete messages. The findings provide practical insights showing that the most effective advertising strategy for luxury brand managers is to use abstract rather than concrete messages for targeting consumers who feel highly threatened by COVID-19.     

How health motivation moderates the effect of vividness on consumption expectations of indulgent food

The current research examines how the vividness of food depictions affects consumers' consumption expectations of indulgent food items. Through three studies, we found that the level of motivation to be healthy plays a crucial role in determining how vividness impacts their consumption expectations of indulgent food items. Specifically, when consumers are less motivated to be healthy, vividness increases their consumption expectations due to increased attention-driven involvement with the food information. On the other hand, when consumers are motivated to be healthy, vividness is assumed to increase goal conflict, leading to reduced consumption expectations. Importantly, our research also found that the joint effect of vividness and health motivations on consumption expectations is attenuated when the indulgent food items contain healthy ingredients.     

Analysis of Pelvis-Thorax Coordination Patterns of Professional and Amateur Golfers during Golf Swing

The aim of this research was to quantify the coordination pattern between thorax and pelvis during a golf swing. The coordination patterns were calculated using vector coding technique, which had been applied to quantify the coordination changes in coupling angle (γ) between two different segments. For this, fifteen professional and fifteen amateur golfers who had no significant history of musculoskeletal injuries. There was no significant difference in coordination patterns between the two groups for rotation motion during backswing (p = 0.333). On the other hand, during the downswing phase, there were significant differences between professional and amateur groups in all motions (flexion/extension: professional [γ] = 187.8°, amateur [γ] = 167.4°; side bending: professional [γ] = 288.4°, amateur [γ] = 245.7°; rotation: professional [γ] = 232.0°, amateur [γ] = 229.5°). These results are expected to be a discriminating measure to assess complex coordination of golfers' trunk movements and preliminary study for interesting comparison by golf skilled levels.     

Two-Way Regularized Fuzzy Clustering of Multiple Correspondence Analysis

Multiple correspondence analysis (MCA) is a useful tool for investigating the interrelationships among dummy-coded categorical variables. MCA has been combined with clustering methods to examine whether there exist heterogeneous subclusters of a population, which exhibit cluster-level heterogeneity. These combined approaches aim to classify either observations only (one-way clustering of MCA) or both observations and variable categories (two-way clustering of MCA). The latter approach is favored because its solutions are easier to interpret by providing explicitly which subgroup of observations is associated with which subset of variable categories. Nonetheless, the two-way approach has been built on hard classification that assumes observations and/or variable categories to belong to only one cluster. To relax this assumption, we propose two-way fuzzy clustering of MCA. Specifically, we combine MCA with fuzzy k-means simultaneously to classify a subgroup of observations and a subset of variable categories into a common cluster, while allowing both observations and variable categories to belong partially to multiple clusters. Importantly, we adopt regularized fuzzy k-means, thereby enabling us to decide the degree of fuzziness in cluster memberships automatically. We evaluate the performance of the proposed approach through the analysis of simulated and real data, in comparison with existing two-way clustering approaches.     

Influences of stereotype and social distance on prejudice toward African Americans

The study sought to identify the influential factors of stereotypes, social distance, and prejudice toward racial/ethnic minorities in the United States. We used data from the American General Social Survey (GSS) of 2012, and analysed the data of 4 820 individuals (3 700 Caucasians, 722 African Americans, and 398 others; males?=?44.2%, females?=?55.8%). Data were analysed using the SPSS 18.0 Statistics Program. In order to test for differences in racial prejudice by demographic characteristics by stereotyping and social distancing, we utilised variance and regression analyses procedures. Results suggest that stereotypes and social distance effects on prejudice toward African Americans vary according to ethnicity, gender, age, education, and income. Specifically, older and less-educated white males were more prejudiced toward African Americans than were individuals from other sociodemographic groupings. There was a direct relationship between the holding of stereotypical views and social distance, in that those who showed higher levels of stereotyping maintained a greater social distance from African Americans and showed greater implicit prejudice toward them. Racism toward African Americans remains a major social concern in the USA, and is largely influenced by sociodemographic factors.     

Magic Learning Pill: Ontological and Instrumental Learning in Order to Speed Up Education

The purpose of this research is to investigate the phenomenology of learning — people”s attitudes toward their learning experiences that have inherent worth in themselves (i.e., ontological learning) or have value outside of the learning itself (i.e., instrumental learning). In order to explore this topic, 58 participants from the U.S., Russia, and Brazil were interviewed with a central question derived from the science fiction writer Isaac Asimov’s short story “Profession”: whether participants would take a “Magic Learning Pill” (MLP) to avoid the process of learning, and instead magically acquire the knowledge. The MLP would guarantee the immediate learning by skipping the process of learning while achieving the same effect of gaining skills and knowledge. Almost all participants could think of some learning experiences for which they would take MLP and others for which they would not. Many participants would not take MLP for ontological learning, which is learning experiences that have inherent value for the people, while they would take MLP for instrumental learning, which is learning that mainly serves some other non-educational purposes. The main finding suggests that both instrumental and ontological types of learning are recognized by a wide range of people from diverse cultures as present and valued in their lives. This is especially significant in light of the overwhelmingly instrumental tone of public discourse about education. In the context of formal education, ontological learning was mentioned 35 times (28.0%) while instrumental learning was mentioned 74 times (60.2%). Although ontological learning was often mentioned as taking place outside of school, incorporating pedagogy supporting ontological learning at school deserves consideration.     

The directionality and functional organization of frontoparietal connectivity during consciousness and anesthesia in humans

Frontoparietal connectivity has been suggested to be important in conscious processing and its interruption is thought to be one mechanism of general anesthesia. Data in animals demonstrate that feedforward processing of information may persist during the anesthetized state, while feedback processing is inhibited. We investigated the directionality and functional organization of frontoparietal connectivity in 10 human subjects anesthetized with propofol on two separate occasions. Multichannel electroencephalography and a computational method of assessing directed functional connectivity were employed. We demonstrate that directed feedback connectivity is diminished with loss of consciousness and returns with responsiveness to verbal command. We also applied the Dendrogram classification method to assess the global organization of directed functional connectivity during consciousness and anesthesia. We demonstrate a state-specific hierarchy and subject-specific subhierarchy in functional organization. These data support the hypothesis that specific states of human consciousness are defined by specific states of frontoparietal connectivity.     

Impaired color word processing at an unattended location: Evidence from a Stroop task combined with inhibition of return

A Stroop task with separate color bar and color word stimuli was combined with an inhibition-of-return procedure to examine whether visual attention modulates color word processing. In Experiment 1, the color bar was presented at the cued location and the color word at the uncued location, or vice versa, with a 100- or 1,050-msec stimulus onset asynchrony (SOA) between cue and Stroop stimuli. In Experiment 2, on Stroop trials, the color bar was presented at a central fixated location and the color word at a cued or uncued location above or below the color bar. In both experiments, with a 100-msec SOA, the Stroop effect was numerically larger when the color word was displayed at the cued location than when it was displayed at the uncued location, but with the 1,050-msec SOA, this relation between Stroop effect magnitude and location was reversed. These results provide evidence that processing of the color word in the Stroop task is modulated by the location to which visual attention is directed.