Cross-Cultural Sexism and the Effectiveness of Gender (Non)Traditional Advertising: A Comparison of Purchase Intentions in Poland,South Africa,and the United Kingdom

Findings regarding the effectiveness of (non)traditionally gendered advertisements are mixed and largely emanate from the United States. We tested the stereotype content model and ambivalent sexism theory cross-nationally in an advertising context and predicted that paternalistic (vs. envious) female stereotypes will trigger higher purchase intent (PI) irrespective of country (Hypothesis 1), viewers’ benevolent sexism will positively predict PI for paternalistic housewife advertisements (Hypothesis 2a), viewers’ hostile sexism will negatively predict PI for envious businesswoman advertisements (Hypothesis 2b), and these relationships with sexism will be confined to less gender egalitarian countries (i.e., Poland and South Africa) (Hypothesis 3). Statistical analyses of data from 468 Polish, South African, and British university students supported Hypothesis 1 and partially supported Hypotheses 2 and 3. The predicted patterns held for South Africa, but in Poland, viewers’ benevolence positively predicted PI for both advertisement types, with the exception of highly hostile women. British viewers’ hostility positively predicted PI for the housewife advertisement. Our findings support the cross-cultural applicability of the stereotype content model to advertising and suggest that the predictive role of sexism changes depending on its type, advertisement type, country, and gender. We recommend that advertisers should adopt a nuanced approach in predicting the effectiveness of gendered advertisements.     

Inhibition, interference, and conflict in task switching

The role of inhibition in the task-switching process has received increased empirical and theoretical attention in the literature on cognitive control. Many accounts have suggested that inhibition occurs when a conflict must be resolved—for example, when a target stimulus contains features of more than one task. In the two experiments reported here, we used variants of backward inhibition, or N – 2 repetition, designs to examine (1) whether inhibition occurs in the absence of conflict at the stimulus or response level, (2) when in the task-switching process such inhibition may occur, and (3) the potential consequences of inhibition. In Experiment 1, we demonstrate that neither stimulus- nor response-level conflict is necessary for inhibition to occur, while the results of Experiment 2 suggest that inhibition may be associated with a reduction of proactive interference (PI) from a previously performed task. Evidence of inhibition and the reduction of PI both occurred at the task-set level. However, inhibition of specific stimulus values can also occur, but this is clearly separable from task-set inhibition. Both experiments also provided evidence that task-set inhibition can be applied at the time of the new task cue, as opposed to at the onset of the target or at the response stage of the trial. Taken together, the results from these experiments provide insight into when and where in the task-switching process inhibition may occur, as well as into the potential functional benefits that inhibition of task sets may provide.     

The relationship between puberty and social emotion processing

The social brain undergoes developmental change during adolescence, and pubertal hormones are hypothesized to contribute to this development. We used fMRI to explore how pubertal indicators (salivary concentrations of testosterone, oestradiol and DHEA; pubertal stage; menarcheal status) relate to brain activity during a social emotion task. Forty‐two females aged 11.1 to 13.7 years underwent fMRI scanning while reading scenarios pertaining either to social emotions, which require the representation of another person’s mental states, or to basic emotions, which do not. Pubertal stage and menarcheal status were used to assign girls to early or late puberty groups. Across the entire sample, the contrast between social versus basic emotion resulted in activity within the social brain network, including dorsomedial prefrontal cortex (DMPFC), the posterior superior temporal sulcus, and the anterior temporal cortex (ATC) in both hemispheres. Increased hormone levels (independent of age) were associated with higher left ATC activity during social emotion processing. More advanced age (independent of hormone levels) was associated with lower DMPFC activity during social emotion processing. Our results suggest functionally dissociable effects of pubertal hormones and age on the adolescent social brain.     

Tools from evolutionary biology shed new light on the diversification of languages

Computational methods have revolutionized evolutionary biology. In this paper we explore the impact these methods are now having on our understanding of the forces that both affect the diversification of human languages and shape human cognition. We show how these methods can illuminate problems ranging from the nature of constraints on linguistic variation to the role that social processes play in determining the rate of linguistic change. Throughout the paper we argue that the cognitive sciences should move away from an idealized model of human cognition, to a more biologically realistic model where variation is central.     

Validation of a Buddhist Coping Measure Among Primarily Non‐Asian Buddhists in the United States

Researchers have developed scales to measure religious coping among Christians, Jews, Muslims, and Hindus. However, there is no quantitative measure of religious coping for Buddhists. The present study describes the development and initial validation of a scale of Buddhist coping (BCOPE). Eight hundred sixty participants in the United States completed the BCOPE along with demographic information and scales of adjustment to stress. Construct validity of the BCOPE is demonstrated through exploratory and confirmatory factor analyses, which reveals 14 types of Buddhist coping. BCOPE subscales exhibited criterion validity through significant correlations with outcome measures. The BCOPE has incremental validity, predicting adjustment over and above demographic and global religious measures. The research and practical implications of the BCOPE are discussed.     

THE INFLUENCE OF MOTIVATING OPERATIONS ON GENERALIZATION PROBES OF SPECIFIC MANDS BY CHILDREN WITH AUTISM

We investigated the influence of motivating operations on the generalization of newly taught mands across settings and communication partners for 3 children with autism. Two conditions were implemented prior to generalization probes. In the first condition, participants were given access to a preferred item until they rejected the item (i.e., abolishing operation). In the second condition, the item was not available to participants prior to generalization probes (i.e., establishing operation). The effects of these conditions on the generalization of newly taught mands were evaluated in a multielement design. Results indicated differentiated responding during generalization probes in which more manding with the target mand was observed following the presession no‐access condition than in the presession access condition. These results support the consideration of motivating operations when assessing generalization of target mands to various untrained contexts.     

The Worldviews of Healing Traditions in the East and West: Implications for Psychology of Religion

This article will compare the worldviews of psychotherapy traditions in Eastern and Western culture, particularly the therapeutic factors and principles indigenous to the Chinese culture. The author will first define the meaning of culture and psychotherapy from a postmodern anthropological approach. By referring to history and literature in the study of cultural psychology, a comparison will be made between the value systems lying behind therapeutic methods used in the East and West. This includes the worldviews on the body and mind, the self, mental health, relationship, community, healing, and spirituality. Lastly, a famous Chinese legend will be used as an example to illustrate how worldview differences between the East and West determine the goals and process of psychotherapy. It is hoped that psychology of religion would be sensitive to the underlying worldviews across different cultures, without imposing its definition of “mental health” and method of “healing,” as different religions embody different cultural traditions as well. It is argued that whether spirituality or religion is helpful to the wellbeing of local people, it should be defined by the local persons and expressed in their mother tongue. Hence a psychology of religion for Chinese people should respect its customs of healing and particular set of worldviews.     

Sinuosity and the Affect Grid: a method for adjusting repeated mood scores

Sinuosity is a measure of how much a travelled pathway deviates from a straight line. In this paper, sinuosity is applied to the measurement of mood. The Affect Grid is a mood scale that requires participants to place a mark on a 9 x 9 grid to indicate their current mood. The grid has two dimensions: pleasure-displeasure (horizontal) and arousal-sleepiness (vertical). In studies where repeated measurements are required, some participants may exaggerate their mood shifts due to faulty interpretation of the scale or a feeling of social obligation to the experimenter. A new equation is proposed, based on the sinuosity measure in hydrology, a measure of the meandering of rivers. The equation takes into account an individual's presumed tendency to exaggerate and meander to correct the score and reduce outliers. The usefulness of the equation is demonstrated by applying it to Affect Grid data from another study.