How Brands Acquire Cultural Meaning

This article endeavors to advance research on the cultural resonance of brands by building bridges between branding scholarship in the consumer psychology tradition and interpretive research regarding brands and their meaning makers. We adopt a cognitivist conceptualization of cultural meaning and focus on the application of interpretive insights to well‐established constructs in the consumer psychology of brands: brand associations, product category associations, social identity, and self‐identity. This integrative exercise highlights the value of cultural models in explaining the processes whereby brands acquire meaning, and suggests several themes that are under‐valued when considering this process problem through a psychological lens: the motivational underpinnings of myths and other cultural meaning models, the relative value of shared cultural and brand meanings versus idiosyncratic meanings, the power and primacy of category‐level meaning making over brand‐level meaning making, the complex processes whereby brands gain and lose legitimacy, and the influence of lay theories about brands and branding on how consumers co‐create meaning for brands.     

Creating Brand Meaning: A Review and Research Agenda

In this paper I review, from the perspective of experimental research, studies that have examined how brands acquire cultural meaning, and suggest future research directions. McCracken's (Journal of Consumer Research, 13 , 1986 and 71) model of the meaning transfer process gained influence about thirty years ago, but experimental studies of the processes it posited have been limited in their scope. The review is organized around three questions. First, what should be the dependent variables: the types of meanings that can adhere to brands? Second, what have we learned from studies on the types of visual, sensory, and human cues that are the sources of particular types of brand meaning—our independent variables? Third, what do we know, and need to know, about the inferential and other processes through which consumers “take possession” of these brand meanings from these cues? The review concludes with a research agenda.     

Self‐concept clarity and relationship satisfaction at the dyadic level

Self‐concept clarity is an individual resource that is associated with couple relationship well‐being. In two dyadic studies, the authors investigated whether and how self‐concept clarity has implications for both partners' relationship satisfaction. Study 1 tested and supported the hypothesis that self‐concept clarity concurrently predicts own and partner's relationship satisfaction through couple identity in a sample of 202 dating couples. Study 2 tested and supported the hypothesis that self‐concept clarity predicts longitudinal change in own and partner's relationship satisfaction through positive (i.e., supportive and common) dyadic coping behaviors in a sample of 97 married couples. The findings clarify and expand the benefits of self‐concept clarity for partners' relational well‐being.     

Using equivalence‐based instruction to teach the visual analysis of graphs

Previous research has demonstrated low rater agreement when visually inspecting trends in single‐subject design graphs (see Wolfe, Seaman, & Drasgow, 2016). Didactic instruction of visual analysis of practicing behavior analysts has resulted in generally poor and unreliable performances (Danov & Symons, 2008; Diller, Barry, & Gelino, 2016). Therefore, a refined instructional technology to improve the reliability among behavior analysts is warranted. Developing research has focused on the application of equivalence‐based instruction (Brodsky & Fienup, 2018; Rehfeldt, 2011) for a variety of complex human behaviors. In the current study, equivalence‐based instruction was used to train four participants to identify functional relations displayed in five different classes of graphs. Training resulted in the formation of five equivalence classes by all participants consisting of three members (graph, functional relation rule, and functional relation statement). In addition, the skills were maintained for up to 2 weeks and generalized to novel graphs.     

Increasing meal consumption in individuals with competing protective equipment

Individuals diagnosed with autism spectrum disorder may engage in self‐injurious behavior that can cause tissue damage. Protective equipment is sometimes used to decrease the severity of tissue damage when self‐injury occurs. However, wearing protective equipment may be incompatible with some forms of adaptive behavior, such as meal consumption. The purpose of the present analysis was to identify a treatment for increasing meal consumption in two adolescent males diagnosed with an autism spectrum disorder who wore protective equipment that interfered with self‐feeding. Three interventions were evaluated: modifying the protective equipment, manipulating the reinforcing efficacy of the meal, and arranging additional positive reinforcement for meal consumption in the absence of protective equipment. Modifying protective equipment and manipulating the reinforcing efficacy of the meal were effective for both participants. Additional positive reinforcement was evaluated and effective for one participant.     

Efficacy of a Brief,School‐Based Bystander Bullying Intervention on High School Students' Alcohol Use

The authors examined the efficacy of a brief bystander bullying intervention on reducing alcohol use among high school students (N = 61). As hypothesized, high‐risk drinkers in the intervention group reported reduced drinking compared with control students at a 30‐day follow‐up.     

Application of a self‐management intervention to improve data recording of educational care providers

The present study evaluated the effects of a self‐management intervention on scheduled data recording by classroom instructors at a school for children with intellectual disability and neurodevelopmental disorders. In a multiple baseline design across two classrooms, the instructors recorded student data according to an established protocol at the school and based on earlier training they had received. During intervention, the instructors self‐monitored implementation of data recording procedures that were prompted by a signal from an automated count‐down timer. The self‐management intervention increased scheduled data recording by participants in both classrooms to 90–100%, and these results were maintained at 1‐ and 2‐month follow‐up assessments. These findings add to the small literature concerning self‐managed approaches to training and performance improvement, extend application within educational settings, and suggest practical advantages for supporting competencies of care providers.     

A response to commentaries on positivity

In our response, we aim to further contribute to the ongoing discussion of the construct of positivity and of the related research. We believe that each of the three commentaries has something unique to offer to the literature. By this response we take the opportunity to discuss the ideas that they present, and to illustrate some additional thoughts about positivity and its relationships with germane psychological constructs.     

Chaos,danger, and maternal parenting in families: Links with adolescent adjustment in low‐ and middle‐income countries

The current longitudinal study is the first comparative investigation across low‐ and middle‐income countries (LMICs) to test the hypothesis that harsher and less affectionate maternal parenting (child age 14 years, on average) statistically mediates the prediction from prior household chaos and neighborhood danger (at 13 years) to subsequent adolescent maladjustment (externalizing, internalizing, and school performance problems at 15 years). The sample included 511 urban families in six LMICs: China, Colombia, Jordan, Kenya, the Philippines, and Thailand. Multigroup structural equation modeling showed consistent associations between chaos, danger, affectionate and harsh parenting, and adolescent adjustment problems. There was some support for the hypothesis, with nearly all countries showing a modest indirect effect of maternal hostility (but not affection) for adolescent externalizing, internalizing, and scholastic problems. Results provide further evidence that chaotic home and dangerous neighborhood environments increase risk for adolescent maladjustment in LMIC contexts, via harsher maternal parenting.     

Infant gaze following depends on communicative signals: An eye‐tracking study of 5‐ to 7‐month‐olds in Vanuatu

Gaze is considered a crucial component of early communication between an infant and her caregiver. When communicatively addressed, infants respond aptly to others’ gaze by following its direction. However, experience with face‐to‐face contact varies across cultures, begging the question whether infants’ competencies in receiving others’ communicative gaze signals are universal or culturally specific . We used eye‐tracking to assess gaze‐following responses of 5‐ to 7‐month olds in Vanuatu, where face‐to‐face parent–infant interactions are less prevalent than in Western populations. We found that—just like Western 6‐month‐olds studied previously—5‐ to ‐7‐month‐olds living in Vanuatu followed gaze only, when communicatively addressed. That is, if presented gaze shifts were preceded by infant‐directed speech, but not if they were preceded by adult‐directed speech. These results are consistent with the notion that early infant gaze following is tied to infants’ early emerging communicative competencies and rooted in universal mechanisms rather than being dependent on cultural specificities of early socialization.