Direct evaluative conditioning in brand placement: The impact of scene valence and prominence on brand placement repetition effects

Whereas previous studies investigated the affect transfer from one specific affective stimulus of the brand placement context (such as an artist or the genre) to the brand, this research study investigates the effect of the valence of various scenes in which the brand is repeatedly placed on brand attitude. Direct evaluative conditioning theory suggests that pairing a brand repeatedly with various positive (negative) stimuli positively (negatively) affects brand attitude. The results of 2 experimental studies indicate that when a brand is repeatedly and prominently placed in different affective scenes of the same valence (a series of either positive or negative scenes), the affect aroused by those scenes influences explicit and implicit brand attitudes. In addition, whereas previous research found negative effects of brand prominence on brand evaluations, this study found that prominence positively moderates the affect transfer from the valence of various scenes on brand attitude. This implies that by placing the brand in various positive scenes, prominent brand placements can have a positive effect on recall and recognition and on brand attitude, which transcends the previously declared paradox of prominent placement.     

Gesture and metaphor comprehension: Electrophysiological evidence of cross-modal coordination by audiovisual stimulation

In recent years, studies have suggested that gestures influence comprehension of linguistic expressions, for example, eliciting an N400 component in response to a speech/gesture mismatch. In this paper, we investigate the role of gestural information in the understanding of metaphors. Event related potentials (ERPs) were recorded while participants viewed video clips of an actor uttering metaphorical expressions and producing bodily gestures that were congruent or incongruent with the metaphorical meaning of such expressions. This modality of stimuli presentation allows a more ecological approach to meaning integration. When ERPs were calculated using gesture stroke as time-lock event, gesture incongruity with metaphorical expression modulated the amplitude of the N400 and of the late positive complex (LPC). This suggests that gestural and speech information are combined online to make sense of the interlocutor’s linguistic production in an early stage of metaphor comprehension. Our data favor the idea that meaning construction is globally integrative and highly context-sensitive.     

Behavior Matching in Multimodal Communication Is Synchronized

A variety of theoretical frameworks predict the resemblance of behaviors between two people engaged in communication, in the form of coordination, mimicry, or alignment. However, little is known about the time course of the behavior matching, even though there is evidence that dyads synchronize oscillatory motions (e.g., postural sway). This study examined the temporal structure of nonoscillatory actions—language, facial, and gestural behaviors—produced during a route communication task. The focus was the temporal relationship between matching behaviors in the interlocutors (e.g., facial behavior in one interlocutor vs. the same facial behavior in the other interlocutor). Cross‐recurrence analysis revealed that within each category tested (language, facial, gestural), interlocutors synchronized matching behaviors, at temporal lags short enough to provide imitation of one interlocutor by the other, from one conversational turn to the next. Both social and cognitive variables predicted the degree of temporal organization. These findings suggest that the temporal structure of matching behaviors provides low‐level and low‐cost resources for human interaction.     

Multimodal travel behaviour,attitudes, and cognitive dissonance

Multimodal travel behaviour, also termed multimodality, refers to as the phenomenon of an individual using more than one mode of transport in a given period. Studies indicate that encouraging multimodality may provide a solution to induce modal shifts towards sustainable transport. In this research, we investigate the distribution of mode-specific attitudes and attitude-mode use incompatibilities across clusters and levels of multimodality using the Netherlands Mobility Panel. We find that the most positive attitude does not necessarily correspond to the mode with the highest level of use. Attitudes towards car use are most positive, independent of the cluster membership and levels of multimodality. We also find that multimodal public transport users (compared with car-dominant users) and those with a higher level of multimodality are more likely to be attitudinally incompatible with frequently-used modes and the composition of their existing mode sets of travelling. This suggests that multimodal individuals may tend to experience cognitive dissonance with their mode use. Our findings also help uncover the psychological mechanism underlying a recent important finding that multimodal individuals are inclined to change their mode use patterns over time.     

Multimodal communication and spatial binding in pied currawongs (<Emphasis Type="Italic">Strepera graculina</Emphasis>)

To make accurate assessments about their environment, animals must integrate a variety of sensory cues into a single unified percept. The effects of redundant multimodal signaling may be equivalent to the responses elicited by each individual cue, or enhanced when cues are combined. Binding of two seemingly coupled cues can persist despite small spatial and temporal discrepancies in signal presentation, a phenomenon termed the ventriloquist effect. Our study had two aims: first, to test the cognitive ability of a territorial, forest-dwelling bird to bind two spatially disparate cues; and second, to define the processing of the acoustic and visual cues as having either equivalent or enhanced effects when presented together. We broadcasted pied currawong (Strepera graculina) vocalizations alone or in the presence of a model currawong situated either adjacent to, or far away from a speaker, to free-living currawongs. The number of locomotive events and the average standard deviation in the distance from the speaker maintained by the focal currawong were greater in response to "far" than "close" treatments. Additionally, the average standard deviation of the distance to speaker for the uni-modal, speaker only treatment was similar to "far" responses. These findings support our hypothesis that currawongs cognitively bind two stimuli in close spatial proximity. In nature, this would result in an enhanced level of response toward territorial intruders. Our study was novel in its attempt to assess cognitive processes involved in the integration of spatially disparate bimodal signaling events in free-living birds.     

Visual and acoustic information supporting a happily expressed speech-in-noise advantage

There was an advantage found for recognizing happily expressed audio and audio-visual speech-in-noise relative to speech spoken with neutral or sad expressions. The advantage of happily expressed speech was explored in a set of visual and acoustic manipulations designed to isolate the potential contributions from each signal. For this research, a replication of previous research with the happily expressed speech advantage was completed with a novel inclusion of a learning paradigm. Additional experiments directly investigated the role of the fundamental frequency of the voice for affect, and the affective facial components with the eyes and mouth. We found that the happily expressed speech advantage persisted despite constraints to the amount of frequency modulation and with distortions to the talker's face. These findings seem largely attributable to the influences of affect on low-level acoustical and articulatory information, with only a very subtle role of approach/withdrawal motivation.     

Conspicuous consumption in a recession: Toning it down or turning it up?

The 2008 recession reportedly led to the demise of conspicuous consumption with wealthy consumers abandoning luxury goods that prominently display their brands for more subdued designs. Utilizing data collected before and in the midst of the recession from designer handbag manufacturers, Louis Vuitton and Gucci, we find products introduced during the recession actually display the brand far more prominently than those products withdrawn. Data from Hermès and luxury ads in Vogue magazine also indicate manufacturers did not tone things down. Our results suggest conspicuous consumption endures in recessions; consumers who do not exit the luxury goods market are still interested in logo‐laden products.     

Cross-sensory transfer of reference frames in spatial memory

Two experiments investigated whether visual cues influence spatial reference frame selection for locations learned through touch. Participants experienced visual cues emphasizing specific environmental axes and later learned objects through touch. Visual cues were manipulated and haptic learning conditions were held constant. Imagined perspective taking when recalling touched objects was best from perspectives aligned with visually-defined axes, providing evidence for cross-sensory reference frame transfer. These findings advance spatial memory theory by demonstrating that multimodal spatial information can be integrated within a common spatial representation.     

Much ado about nothing: The zero effect in life‐saving decisions

Zero is a special value in our daily lives, and previous research on how zero values affect decision making leaves many questions to be explored. The present research examined the zero effect in life‐saving decisions and found that people expressed strong preferences for options offering a possibility that no one will die, even when the expected loss was relatively high. The prominence effect (the notion that the option with possibly zero deaths is easy to defend and justify) was proposed as one possible explanation. Furthermore, we also found that the zero effect in these life‐saving decisions occurs only in loss framing rather than gain framing. We discuss the relationships between the zero effect, framing, and evaluation mode in life saving and other domains.     

Visual and Affective Multimodal Models of Word Meaning in Language and Mind

One of the main limitations of natural language-based approaches to meaning is that they do not incorporate multimodal representations the way humans do. In this study, we evaluate how well different kinds of models account for people's representations of both concrete and abstract concepts. The models we compare include unimodal distributional linguistic models as well as multimodal models which combine linguistic with perceptual or affective information. There are two types of linguistic models: those based on text corpora and those derived from word association data. We present two new studies and a reanalysis of a series of previous studies. The studies demonstrate that both visual and affective multimodal models better capture behavior that reflects human representations than unimodal linguistic models. The size of the multimodal advantage depends on the nature of semantic representations involved, and it is especially pronounced for basic-level concepts that belong to the same superordinate category. Additional visual and affective features improve the accuracy of linguistic models based on text corpora more than those based on word associations; this suggests systematic qualitative differences between what information is encoded in natural language versus what information is reflected in word associations. Altogether, our work presents new evidence that multimodal information is important for capturing both abstract and concrete words and that fully representing word meaning requires more than purely linguistic information. Implications for both embodied and distributional views of semantic representation are discussed.