Understanding a corporate symbol

After discussing the nature of corporate symbols and the factors involved in understanding them, this paper reports two studies. We test various conjectures about the process of comprehension using a single, complex corporate symbol. Three sources of information are shown to contribute to an individual's understanding of the symbol: (1) the purpose ofthe communication; (2) the properties of the symbol–graphical and referential; and (3) the context in which the symbol is seen. We also show that the process is constrained in predictable ways. We consider these studies to be a step in the development of a psychological theory to inform the process of designing symbols.     

Beauty and the attributions of the beholder

Four studies used an attributional approach to examine interpersonal attraction. Underlying causal dimensions were predicted to influence differentially two components of attraction, dating and complimenting. In the first study, 24 subjects indicated whether they would date physically attractive stimulus persons. Complimenting was examined in the second and third studies, with 24 subjects rating the likelihood of complimenting attractive opposite-sex stimulus persons and 32 subjects rating the likelihood of complimenting same-sex stimulus persons. For these studies the reason for the stimulus person's attractiveness varied in controllability (volitional versus nonvolitional) and stability (temporary versus permanent). Consistent with predictions, controllability influenced likelihood of complimenting but not dating. In addition, compliments were more likely when the reason for attractiveness was unstable than when stable. Conversely, dating was more likely when attactiveness was stable than when unstable. However, stability had less influence on men responding to women than on either men responding to men or women responding to both sexes. Similar results were obtained in a fourth study in which 56 subjects recalled incidents where they complimented or dated others for their physical attractiveness.     

A Lotus 1-2-3-based system for recording and maintaining body weight of laboratory animals

Body-weight maintenance is required in a variety of behavioral and physiological studies. A PC-based animal-weighing system is described; it features automated data collection and allows for accurate control of body weight in test animals via manipulation of food intake. Major system components are a PC XT-compatible computer, Lotus 1-2-3 and National Instruments Measure software, and a digital electronic balance. The system is controlled by Lotus macros, which present menus to the user. Menus provide for the basic operations of the system, including establishing new data files, collecting weight data, printing, and transferring files to a laboratory minicomputer. The optional weight-maintenance algorithm calculates the amount of food necessary to maintain target body weights. Some important aspects of this algorithm, including maintenance-feeding and gain parameters, can be manipulated to reduce weight oscillation in test animals or to accommodate the maintenance of body weight of different animal species. The system facilitates acquisition and recording of weight data, minimizes the frequency of error, and reduces variability both within and across animals when body-weight maintenance is required.     

Cultural Expectations of One's Own and Other Nations' Foreign Policy Action Templates

One useful conceptualization of culture is that of a preestablished set of behavioral competencies, which in turn form behavioral dispositions. According to this variant of culture theory, decision-makers faced with new situations will rely on established behavioral competencies in forming an initial policy response. This assumption can also be applied at the nation-state level, where established behavioral predispositions may lessen uncertainty and stress in ambiguous yet salient foreign policy situations. Likewise, observers in one nation-state may be able to identify such behavioral dispositions in other nation-states, lending greater transparency and predictability to international interactions. Do such culturally based action templates exist? Are they recognizable even to ordinary citizens? Citizens in Russia, Japan, and the United States were asked to posit the most likely and least likely behavioral responses to a variety of foreign policy situations by their own nation and by the other two nations in the sample. The results indicate that recognition of such templates takes place, and that recognition of one nation's template content by citizens of the other nations typically matches recognition of template content by the nation's own citizens. The research also shows that such action templates can be eroded and become unrecognizable over time, both to insiders and to outsiders.     

Treatment of dental fears by imaginal flooding and rehearsal of coping behaviour

All combinations of high versus low arousal imaginal flooding, and coping versus no-coping imaginal rehearsal, were compared in the modification of dental fear. About one half of all subjects seen successfully completed dental treatment, although significant differences were found between groups in anxiety reduction before and during dental examination, which favoured the low arousal flooding groups. Coping rehearsal did not influence anxiety, but interacted with arousal level of flooding to determine subsequent dental attendance. The results suggest that flooding without coping rehearsal had little effect at high levels of arousal, but good results at low levels. Flooding with coping rehearsal on the other hand, had mixed results. At high arousal levels avoidance was reduced but not anxiety, while at low levels anxiety was reduced but not avoidance. The implications for further research on coping rehearsal are discussed.     

EEG correlates of cumulative expectancy and subjective estimates of alertness in a vigilance-type task

Occipital EEG was monitored during a slow presentation rate vigilance task. EEG samples were taken for each of 400 task events. The EEG is correlated with increases and decreases in “expectancy” built into the task. Post-trial subjective estimates of alertness parallel the EEG changes. Reaction time to “wanted signals” does not correlate with measures of pre-signal EEG.     

Recovery cycle of the evoked heart rate response in sleeping humans

Paired auditory stimuli, presented during sleep, evoked biphasic heart rate responses of greater than 10-second duration. The magnitude of the response to a second stimulus varies with the time between stimuli. The recovery cycle for human subjects exhibits a subnormal period for both HR peak and trough components at 5-or 6-second interstimulus intervals, and a supernormal period for the HR peak at 9-or 10-second interstimulus intervals. Thus, subnormal and supernormal periods coincide with the peak and trough, respectively, of the biphasic evoked heart rate response.     

Behavioral contrast in competitive and noncompetitive environments

Three experiments examined the effects of opportunities for an alternative response (drinking) on positive behavioral contrast of rats' food-reinforced bar pressing. In both Experiments 1 and 2 the baseline multiple variable-interval schedules were rich (variable interval 10-s), and contrast was examined both with and without a water bottle present. In Experiment 1, the rats were not water deprived. When one component of the multiple schedule was changed to extinction, the rate of bar pressing increased in the constant component (positive behavioral contrast). The magnitude of contrast was larger when the bottle was absent than when it was present, as predicted by the matching law. Drinking did not shift from the constant variable-interval component to the extinction component, as might have been expected from competition theory. In Experiment 2, the rats were water deprived. Contrast was larger when the bottle was present than when it was absent, and drinking did shift to the extinction component, as predicted by competition theory. In Experiment 3, water-deprived rats responded on leaner multiple variable-interval schedules (60-s) in the presence of a water bottle. When one component was changed to extinction, contrast did not occur, and drinking did not shift to the extinction component. The present results suggest that there are at least two different sources of behavioral contrast: “competitive” contrast, observed when an alternative response occurs with high probability, and “noncompetitive” contrast, observed when an alternative response occurs with low probability. The results, in conjunction with earlier studies, also suggest that the form of the alternative response and the rate of food reinforcement provided by the multiple schedule combine to determine the amount of contrast.     

Physiological response and task performance in like- and cross-sex competition

The relationship between a subject's sex and his or her behavior in a competitive situation was examined. Male and female subjects completed three tasks, first by themselves and then against either a male or female competitor. A 2×2 design (sex of the subject × sex of the competitor) was thereby created. The dependent measures were the subject's performance and his or her heart rate during each task. Since the relationship between a subject's sex and competitive behavior was expected to be situationally specific, three different kinds of tasks were used: anagram, perceptual-motor, and arithmetical. Results were not consistent with predictions based on Horner's fear of success model (1968). Competition with either sex was found to increase performance level in both sexes on all three tasks. The only sex-related effect found to be consistent across tasks was that both male and female subjects had a greater increase in heart rate when competing against a male than when competing against a female. This heart rate increase was interpreted as an indicator of increased anxiety or arousal.This research was supported by a University of Pittsburgh, Faculty of Arts and Sciences research grant to the second author. The assistance of H. DeGood, L. Paul, and T. Rusiewicz in collection of the data presented here is gratefully acknowledged.