Metaphoric advertisement comprehension: The role of the cerebral hemispheres

Currently little is known about how implicit processes (i.e., cognitive processes that consumers are unaware of) are utilized as consumers read metaphoric advertisements. The field of cognitive neuroscience can help marketers better understand consumers' implicit processing by examining how each cerebral hemisphere uniquely contributes during metaphoric advertisement comprehension. A right hemisphere advantage has been demonstrated during metaphoric language processing; however, it is unclear how each hemisphere of the brain processes metaphors used in advertisements. This study combines the fields of marketing and cognitive neuroscience to investigate the hemispheric processing of metaphoric advertisements. Through the use of the divided visual field paradigm, participants read metaphor, literal, or neutral slogans and responded to related target words presented to either the left visual field‐right hemisphere or the right visual field‐left hemisphere. As predicted, there was a right hemisphere advantage, compared to the left hemisphere, for metaphoric slogans. Additionally, greater facilitation was evident in the right hemisphere for literal slogans compared to metaphoric slogans. Metaphoric messages were also remembered better than literal ones. These findings provide an in‐depth account of how consumers implicitly process messages, suggesting an important role of the right hemisphere during the comprehension of both metaphoric and literal messages. Copyright © 2011 John Wiley & Sons, Ltd.     

Serendipity in the Theater: Maude Adams as James M. Barrie's American Muse

A special niche in theatre history is addressed to begin to fill a void in the contemporary creativity literature. The present essay focuses on Maude Adams and James M. Barrie in an attempt to demonstrate that, serendipitously, Adams initially impacted Barrie's creative process, and thereafter became his platonic source of inspiration for the plays he created for her, meriting the belated title of muse. Set change theory is underscored as a plausible cognitive explanation for Barrie's illumination. The psychoanalytic theory of transference is proposed as an underlying mechanism for facilitating the change of mental set during the incubation stage. A brief discussion on a selective theoretical integration from the fields of cognitive psychology, psychoanalysis, and neuroscience is followed by conclusions.     

An online measure of thought suppression

An online thought-suppression paradigm was developed to test predictions of ironic process theory. Participants concentrated on or suppressed a particular semantic category. Semantic activation was indexed by the latency to name words from the category. In Experiments 1 and 2, an analog intrusion was introduced while participants were trying to suppress the information. Results consistent with ironic process theory were observed using words with polar opposites in Experiment 1 and words without polar opposites in Experiment 2. To determine whether these effects were dependent on the analog intrusion, Experiment 3 replicated Experiment 1 without the intrusion. Concentration generated semantic activation, but suppression exacerbated this activation. The data imply that hyperaccessibility results from efforts to suppress, whereas the processes of thought suppression identified by ironic process theory require the presence of material inconsistent with a desired cognitive state.     

Psychoanalysis and change: Between curiosity and faith1

The IPA recently announced that it now recognized three sessions per week as a valid frequency for psychoanalytic treatment. From the debate that has ensued over the problems this decision is expected to cause, important insights can be gained into the current crisis of identity affl icting psychoanalysis. Technical aspects of therapy that were once considered peripheral have gradually acquired the status of core theoretical parameters. Freud was a man of science who was concerned with universal human phenomena. His disagreements with followers such as Jung and Adler centred on the major theoretical issues of the sexual nature of the libido and the existence of the unconscious. It is also interesting to note that Freud never distinguished between psychoanalysis and psychoanalytic psychotherapy. Where he did make a distinction, it was between psychoanalysis and the consciousness‐based psychotherapies, or those that used suggestion as a major tool. When the point has been reached where the frequency of sessions or the use of a couch is used to defi ne whether a treatment is psychoanalytic, some consideration of whether the right direction is being pursued is called for. A serious risk is being run of sacrifi cing our spirit of curiosity for the sake of tradition, becoming more concerned with repeating the formal aspects of practice than with the real purpose of psychoanalysis, the investigation of the most profound workings of human nature.