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.     

Past experience influences the processing of stimulus compounds in human Pavlovian conditioning

In two human skin conductance conditioning experiments we investigated whether processing of stimulus compounds can be influenced by past experience. Participants were either pre-trained with a discrimination problem that could be solved elementally (A+, B−, AB+, C− in Experiment 1 and A+, AB+, C−, CB− in Experiment 2) or one that required a configural solution (AB+, BC−, CD+, DA− in Experiment 1 and A−, AB+, C+, CB− in Experiment 2). After pre-training, participants were shown an EX+, FX− discrimination. Subsequently, responding to individual components (E and F) was tested. After elemental pre-training, participants showed larger responses to the component from the previously reinforced compound (E) than to the component from the nonreinforced compound (F) whereas no such difference was found after configural pre-training. This means that the kind of pre-training influenced whether the later discrimination problem was processed elementally or configurally. The results indicate that organisms can flexibly process stimulus compounds in different ways.     

Paradigms in the study of creativity: Introducing the perspective of cultural psychology

This article identifies three paradigms in creativity theory and research in psychology. The He-paradigm, focused on the solitary genius, has been followed, mainly after the 1950s, by the I-paradigm, equally individualistic in nature but attributing creativity to each and every individual. Extending this view, the We-paradigm incorporates what became known as the social psychology of creativity. The cultural psychology of creativity builds upon this last theoretical approach while being critical of some of its assumptions. This relatively new perspective, using the conceptual and methodological framework of cultural psychology, investigates the sociocultural roots and dynamics of all our creative acts and employs a tetradic framework of self - community - new artifact - existing artifacts in its conceptualization of creativity. The theoretical basis of the cultural psychology approach is analyzed as well as some of its main implications for both the understanding and study of creativity.     

The effect of behavioral response on affective evaluation

In the present research we investigated how action influences affective evaluation. In three experiments, participants conducted a sequence of go/no-go tasks, then evaluated the pleasantness of a novel shape. The results of Experiments 1 and 2 show that participants evaluated the shapes that appeared in the go trials more positively than the shapes that appeared in the no-go trials. In Experiment 3, the go/no-go task was conducted without the to-be-evaluated shapes present in the display. The results show that the shape stimuli following the go trials were evaluated more positively than the shape stimuli following the no-go trials, even when the shapes were not directly associated with the go/no-go task. Based on the present study, we suggest that activating or inhibiting a motoric action may play a critical role in modifying one's affective evaluation. Additionally, the present results suggest that effortful and non-default responses can negatively modulate affective evaluation by taxing an individual's cognitive load. Furthermore, we argue that individuals can potentially control their affective states through behavioral activation and inhibition.     

Exploring explicit learning strategies: A dissociative framework for research

To explain learning, comparative researchers invoke an associative construct by which immediate reinforcement strengthens animal's adaptive responses. In contrast, cognitive researchers freely acknowledge humans' explicit-learning capability to test and confirm hypotheses even lacking direct reinforcement. We describe a new dissociative framework that may stretch animals' learning toward the explicit pole of cognition. We discuss the neuroscience of reinforcement-based learning and suggest the possibility of disabling a dominant form of reinforcement-based discrimination learning. In that vacuum, researchers may have an opportunity to observe animals' explicit learning strategies (i.e., hypotheses, rules, task self-construals). We review initial research using this framework showing explicit learning by humans and perhaps by monkeys. Finally, we consider why complementary explicit and reinforcement-based learning systems might promote evolutionary and ecological fitness. Illuminating the evolution of parallel learning systems may also tell part of the story of the emergence of humans' extraordinary capacity for explicit-declarative cognition.     

Parallel interactive retrieval of item and associative information from event memory

Memory contains information about individual events (items) and combinations of events (associations). Despite the fundamental importance of this distinction, it remains unclear exactly how these two kinds of information are stored and whether different processes are used to retrieve them. We use both model-independent qualitative properties of response dynamics and quantitative modeling of individuals to address these issues. Item and associative information are not independent and they are retrieved concurrently via interacting processes. During retrieval, matching item and associative information mutually facilitate one another to yield an amplified holistic signal. Modeling of individuals suggests that this kind of facilitation between item and associative retrieval is a ubiquitous feature of human memory.