Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.     

Exploring the enactment effect from an information processing view: What can we learn from serial position analyses?

The focus of the present article was to analyze processes that determine the enactment and age effect in a multi-trial free recall paradigm by looking at the serial position effects. In an experimental study (see Schatz et al 2010), the performance-enhancing effect of enactive encoding and repeated learning was tested with older and younger participants. As expected, there was a steady improvement of memory performance as a function of repeated learning regardless of age. In addition, enactive encoding led to a better memory performance than verbal encoding in both age groups. Furthermore, younger adults outperformed the elderly regardless of type of encoding. Analyses in the present article show that encoding by enacting seems to profit especially from remembering the last items of a presented list. Regarding age differences, younger outperformed older participants in nearly all item positions. The performance enhancement after task repetition is due to a higher amount of recalled items in the middle positions in a subject performed task (SPT) and a verbal task (VT) as well as the last positions of a learned list in VT.     

I know you're me, but who am I? Perspective taking and seeing the other in the self

Research examining the consequences of perspective-taking on cognition suggests that through perceiver–target overlap, perspective-taking can lead to greater valuing of targets, greater helping of targets, and a reduction in stereotyping of targets and the groups to which they belong. Research has also begun to focus more closely on the ways perceivers come to think and act like targets. This research, however evocative, is not conclusive. The current studies set out to provide firmer support. Reported here, two studies found that perspective-taking influences perceiver–target overlap, which mediates changes in self-concept (ratings of the self on researcher-related attributes and beliefs after taking the perspective of a researcher in Study 1 and attitudes toward African Americans after taking the perspective of a racist in Study 2). In the same studies, overlap simultaneously mediated valuing of the targets (target ratings on positive attributes in Study 1 and liking for the target in Study 2).     

Transitional and steady-state choice behavior under an adjusting-delay schedule

Twelve rats made repeated choices on an adjusting-delay schedule between a smaller reinforcer (A) that was delivered immediately after a response and a larger reinforcer (B) that was delivered after a delay which increased or decreased by 20% depending on the subject's choices in successive blocks of trials. In two phases of the experiment (100 sessions and 40 sessions), reinforcer sizes were selected which enabled theoretical parameters expressing the rate of delay discounting and sensitivity to reinforcer size to be estimated from the ratio of the indifference delays obtained in the two phases. Indifference delays, calculated from adjusting delays in the last 10 sessions of each phase, were shorter when the sizes of A and B were 14 and 25 μl of a 0.6 M sucrose solution than when they were 25 and 100 μl of the same solution. The ratio of the indifference delays was significantly smaller than that predicted on the basis of an assumed linear relation between reinforcer size and instantaneous reinforcer value, consistent with a previous proposal that this relation may be hyperbolic in form. Estimates of the rate of delay discounting based on the ratio of the two indifference delays (mean, 0.08 s(-1)) were similar to values obtained previously using different intertemporal choice protocols. Estimates of the size-sensitivity parameter (mean 113 μl) were similar to estimates recently derived from performance on progressive-ratio schedules. In both phases of the experiment, adjusting delays in successive blocks of trials were analyzed using the Fourier transform. The power spectrum obtained from individual rats had a dominant frequency that corresponded to a period of oscillation of the adjusting delay between 30 and 100 trial blocks (mean, 78). Power in the dominant frequency band was highest in the early sessions of the first phase and declined with extended training. It is suggested that this experimental protocol may have utility in neurobehavioral studies of intertemporal choice.     

Matching- and nonmatching-to-sample concept learning in rats using olfactory stimuli

Previous research has shown that rats can learn matching-to-sample relations with olfactory stimuli; however, the specific characteristics of this relational control are unclear. In Experiment 1, 6 rats were trained to either match or nonmatch to sample in a modified operant chamber using common household spices as olfactory stimuli. After matching or nonmatching training with 10 exemplars, the contingencies were reversed with five new stimuli such that subjects trained on matching were shifted to nonmatching and vice versa. Following these reversed contingencies, the effects of the original training persisted for many trials with new exemplars. In Experiment 2, 9 rats were trained with matching procedures in an arena that provided for 18 different spatial locations for comparison stimuli. Five subjects were trained with differential reinforcement outcomes and 4 with only one type of reinforcer. Differential outcomes and multiple exemplars facilitated learning, and there was strong evidence for generalization to new stimuli for most rats that acquired several conditional discriminations. Performances with novel samples were generally above chance, but rarely reached the high levels obtained during baseline with well-trained stimulus relations. However, taken together, the data from the two experiments extend previous work, show that rats can learn both match and nonmatch relations with different experimental protocols, and demonstrate generalization to novel sample stimuli.     

The canine sand maze: an appetitive spatial memory paradigm sensitive to age-related change in dogs

Aged dogs exhibit a spectrum of cognitive abilities including a syndrome similar to Alzheimer's disease. A major impediment to research so far has been the lack of a quick and accurate test of visuospatial memory appropriate for community-based animals. We therefore report on the development and validation of the Canine Sand Maze. A 4.5-m-diameter circular pool was filled with a sand and powdered food reward mix to a depth of 10 cm. Dogs were given 4 habituation and 16 learning trials which alternated a food reward being half (control trials) or fully-buried (acquisition trials) in a fixed location. After a 90-min break, a probe trial was conducted. Cognitively normal, aged (> 8 years, n = 11) and young (1-4 years, n = 11), breed-matched dogs were compared. After correction for differences in control trials, average probe times were 2.97 and 10.81 s for young and aged dogs, respectively. In the probe trial, both groups spent significantly more time in the target quadrant but there was a trend for young dogs to cross a 1 m(2) annulus zone around the buried reward more frequently (2.6 times) than aged dogs (1.5 times). Test-retest reliability in a subset of young dogs (n = 5) was high. On the basis of these findings, the Canine Sand Maze is presented as a quick, sensitive and nonaversive tool for assessing spatial learning and reference memory in dogs.     

Some determinants of remote behavioral history effects in humans

Undergraduates were exposed to a series of reinforcement schedules: first, to a fixed-ratio (FR) schedule in the presence of one stimulus and to a differential-reinforcement-of-low-rate (DRL) schedule in the presence of another (multiple FR DRL training), then to a fixed-interval (FI) schedule in the presence of a third stimulus (FI baseline), next to the FI schedule under the stimuli previously correlated with the FR and DRL schedules (multiple FI FI testing), and, finally, to a single session of the multiple FR DRL schedule again (multiple FR DRL testing). Response rates during the multiple FI FI schedule were higher under the former FR stimulus than under the former DRL stimulus. This effect of remote histories was prolonged when either the number of FI-baseline sessions was small or zero, or the time interval between the multiple FR DRL training and the multiple FI FI testing was short. Response rates under these two stimuli converged with continued exposure to the multiple FI FI schedule in most cases, but quickly differentiated when the schedule returned to the multiple FR DRL.     

On the development and mechanics of delayed matching-to-sample performance

Despite its frequent use to assess effects of environmental and pharmacological variables on short-term memory, little is known about the development of delayed matching-to-sample (DMTS) performance. This study was designed to examine the dimensions and dynamics of DMTS performance development over a long period of exposure to provide a more secure foundation for assessing stability in future research. Six pigeons were exposed to a DMTS task with variable delays for 300 sessions (i.e., 18,000 total trials; 3,600 trials per retention interval). Percent-correct and log-d measures used to quantify the development of conditional stimulus control under the procedure generally and at each of five retention intervals (0, 2, 4, 8 and 16-s) individually revealed that high levels of accuracy developed relatively quickly under the shorter retention intervals, but increases in accuracy under the longer retention intervals sometimes were not observed until 100-150 sessions had passed, with some still increasing at Session 300. Analyses of errors suggested that retention intervals induced biases by shifting control from the sample stimulus to control by position, something that was predicted by observed response biases during initial training. These results suggest that although it may require a great deal of exposure to DMTS prior to obtaining asymptotic steady state, quantification of model parameters may help predict trends when extended exposure is not feasible.     

Criminal thinking patterns, aggression styles, and the psychopathic traits of late high school bullies and bully-victims

This study explored the current psychological characteristics and criminal behavior history of individuals who retrospectively reported being bullies, bully-victims, victims, or controls (i.e. neither victims nor bullies) during their last 2 years of high school. College students (n = 960) completed measures of criminal thinking, aggression, psychopathy, and criminal behavior online. We predicted bullies and bully-victims would demonstrate the highest scores for criminal thinking, proactive aggression, psychopathy, and have the most criminal infractions. Bullies and bully-victims had significantly higher scores on criminal thinking, aggression, psychopathy, and criminal behaviors than victims or controls. Additionally, men were significantly higher in criminal thinking, aggression, psychopathy, and had more criminal acts than women. There were no gender by bully group interactions. Logistic regression analyses differentiated bully-victims from bullies. Bully-victims tended to be male, higher in criminal thinking, and higher in reactive aggression. In addition, bully-victims were distinct from victims, showing higher criminal thinking and higher proactive aggression.     

Getting precise and pragmatic about the assessment of bullying: the development of the California Bullying Victimization Scale

Accurate assessment of bullying is essential to intervention planning and evaluation. Limitations to many currently available self-report measures of bullying victimization include a lack of psychometric information, use of the emotionally laden term "bullying" in definition-first approaches to self-report surveys, and not assessing all components of the definition of bullying (chronicity, intentionality, and imbalance of power) in behavioral-based self-report methods. To address these limitations, we developed the California Bullying Victimization Scale (CBVS), which is a self-report scale that measures the three-part definition of bullying without the use of the term bully. We examined test-retest reliability and the concurrent and predictive validity of the CBVS across students in Grades 5-12 in four central California schools. Concurrent validity was assessed by comparing the CBVS with a common, definition-based bullying victimization measure. Predictive validity was examined through the co-administration of measures of psychological well-being. Analysis by grade and gender are included. Results support the test-retest reliability of the CBVS over a 2-week period. The CBVS was significantly, positively correlated with another bullying assessment and was related in expected directions to measures of well-being. Implications for differentiating peer victimization and bullying victimization via self-report measures are discussed.