Humour in advertising: An associative processing model

This chapter reviews a research programme on the effects of humour in advertising on positive and negative brand associations and brand choice, and integrates the findings into a single overarching model. Based on the Associative and Propositional Processes Model of Evaluation (Gawronski & Bodenhausen, 2006, 2007, 2011), we propose that repeated pairings of a novel brand with brand-unrelated humour forms positive brand associations, which mediate spontaneous brand choice. This associative process was found to be independent from the level of distraction posed by humour and from awareness of the stimulus pairings. In fact the distraction posed by humour benefits persuasion by preventing negative brand associations. Previous marketing research, which mainly viewed humour as a cue in peripheral processing, was rather pessimistic about the persuasive impact of humour. In contrast, this research programme suggests that a repeated pairing of a brand with humour affects the brand’s underlying associative structure, which may lead to stable attitude changes that guide overt spontaneous brand choice. Theoretical and practical implications are discussed.     

Is an attention-based associative account of adjacent and nonadjacent dependency learning valid?

Pacton and Perruchet (2008) reported that participants who were asked to process adjacent elements located within a sequence of digits learned adjacent dependencies but did not learn nonadjacent dependencies and conversely, participants who were asked to process nonadjacent digits learned nonadjacent dependencies but did not learn adjacent dependencies. In the present study, we showed that when participants were simply asked to read aloud the same sequences of digits, a task demand that did not require the intentional processing of specific elements as in standard statistical learning tasks, only adjacent dependencies were learned. The very same pattern was observed when digits were replaced by syllables. These results show that the perfect symmetry found in Pacton and Perruchet was not due to the fact that the processing of digits is less sensitive to their distance than the processing of syllables, tones, or visual shapes used in most statistical learning tasks. Moreover, the present results, completed with a reanalysis of the data collected in Pacton and Perruchet (2008), demonstrate that participants are highly sensitive to violations involving the spacing between paired elements. Overall, these results are consistent with the Pacton and Perruchet's single-process account of adjacent and nonadjacent dependencies, in which the joint attentional processing of the two events is a necessary and sufficient condition for learning the relation between them, irrespective of their distance. However, this account should be completed to encompass the notion that the presence or absence of an intermediate event is an intrinsic component of the representation of an association.     

The effects of presentation rate and retention interval on memory for items and associations in younger adults: A simulation of older adults’ associative memory deficit

Older adults show an associative deficit in episodic memory compared to younger adults. Previous research suggests both strategic and automatic binding deficits contribute to older adults’ poorer memory performance. Using behavioral manipulations designed to affect strategic and automatic binding of associations, three experiments attempted to simulate an associative deficit in younger adults. In these experiments participants learned face-scene pairs and then were given item and associative recognition memory tests. We manipulated the time allotted at encoding and retrieval to simulate strategic deficits, and the length of the retention interval to simulate automatic deficits. Results indicate that both manipulations separately contribute to a differential decline in associative memory, similar to the one shown by older adults, especially as reflected in the differential increase in false alarm rate in the associative memory test more than in the item memory test. Considerations of possible underlying brain mechanisms are discussed.     

The Light = Healthy Intuition

This research documents a “light = healthy” intuition, such that consumers perceive foods that weigh less are healthier than their heavier counterparts with the same serving size. Subsequently, consumers consume a larger quantity of lighter-weight foods. The intuition is based on a coactivation of two meanings of the word “light”: light in physical weight and light in calorie content. An implicit attitude test finds support for this association between physical weight and food healthiness. ​Subsequently, physically lighter foods are perceived to be healthier because they are assumed to contain fewer calories. In line with the proposed coactivation mechanism, the intuition is bidirectional, where consumers also expect healthier foods to weigh less. Consequently, they discredit health claims issued for heavier foods. Finally, it was found that activating a competing intuition is effective at debiasing the “light = healthy” intuition.     

Using variability to guide dimensional weighting: associative mechanisms in early word learning

At 14 months, children appear to struggle to apply their fairly well-developed speech perception abilities to learning similar sounding words (e.g., bih/dih; Stager & Werker, 1997). However, variability in nonphonetic aspects of the training stimuli seems to aid word learning at this age. Extant theories of early word learning cannot account for this benefit of variability. We offer a simple explanation for this range of effects based on associative learning. Simulations suggest that if infants encode both noncontrastive information (e.g., cues to speaker voice) and meaningful linguistic cues (e.g., place of articulation or voicing), then associative learning mechanisms predict these variability effects in early word learning. Crucially, this means that despite the importance of task variables in predicting performance, this body of work shows that phonological categories are still developing at this age, and that the structure of noninformative cues has critical influences on word learning abilities.     

Sense of agency, associative learning, and schizotypy

Despite the fact that the role of learning is recognised in empirical and theoretical work on sense of agency (SoA), the nature of this learning has, rather surprisingly, received little attention. In the present study we consider the contribution of associative mechanisms to SoA. SoA can be measured quantitatively as a temporal linkage between voluntary actions and their external effects. Using an outcome blocking procedure, it was shown that training action–outcome associations under conditions of increased surprise augmented this temporal linkage. Moreover, these effects of surprise were correlated with schizotypy scores, suggesting that individual differences in higher level experiences are related to associative learning and to its impact on SoA. These results are discussed in terms of models of SoA, and our understanding of disrupted SoA in certain disorders.     

Using story contexts to bias children’s true and false memories

The effects of embedding standard Deese/Roediger-McDermott (DRM) lists into stories whose context biased interpretation either toward or away from the overall themes of the DRM lists on both true and false recognition were investigated with 7- and 11-year-olds. These biased story contexts were compared with the same children’s susceptibility to false memory illusions using the standard DRM list presentation paradigm. The results showed the usual age effects for true and false memories in the standard DRM list paradigm, where 11-year-olds exhibited higher rates of both true and false recognition compared with the 7-year-olds. Importantly, when DRM lists were embedded in stories, these age effects disappeared for true recognition. For false recognition, although developmental differences were attenuated, older children were still more susceptible to false memory illusions than younger children. These findings are discussed in terms of current theories of children’s false memories as well as the role of themes and elaboration in children’s memory development.     

Context-outcome associations mediate context-switch effects in a human predictive learning task

Four experiments explored the role of contexts in information retrieval after different levels of acquisition training in human predictive learning. Participants were trained where cue (X) was followed by an outcome in context A while a different cue (Y) was followed by the absence of the outcome in context B. When 4 training trials with each cue were conducted, testing the stimuli in the alternative contexts decreased predictive judgments to X and increased predictive judgments to Y. These effects disappeared both when training was increased up to 18 trials (Experiments 1a and 1b), and when the outcome was presented in both contexts A and B (Experiments 2 and 4). When the outcome was presented in both contexts, the nonreinforced cue Y, trained in the presumably excitatory context B, became a conditioned inhibitor (Experiment 3). Additional experience with one of the contexts, but not with both, made the context-switch effect reappear (Experiment 4). These results suggest that irrelevant contexts may enter into direct associations with the outcome before prolonged training leads participants to discard them as predictors.     

Commitment to a developing preference and predecisional distortion of information

People tend to distort their evaluation of decision-relevant information in favor of the currently preferred alternative. We test whether this predecisional distortion of information is amplified by increased commitment to that current preference. We manipulated commitment, without changing the preferred option’s content, by requiring participants to indicate their preference either by circling or by darkening a sizable box (cf. feature-positive effect). Experiment 1 revealed that the effort to darken substantially increased predecisional distortion. Experiment 2 ruled out elaboration as an explanation for the effect of darkening. Experiment 3 showed that, among participants who attributed the darkening effort to an external source, predecisional distortion decreased when the source was believed to summon effort. These findings suggest that the developing commitment to a tentatively preferred alternative is one driver of predecisional distortion.