The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Viral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.     

Assessment of the Fiji-Based Condom Social Marketing (CSM) Program

This paper discusses the results of a systematic review of the Condom Social Marketing (CSM) program which was implemented in Fiji by a non-profit organization for a period of 5?years. The CSM program was introduced during a decade when Fiji was recording an escalating number of new Human Immunodeficiency Virus (HIV) infections. The aim of the program was to increase the awareness and utilization of safe sexual practices among the most vulnerable group??the youths??which had reported the highest incidences of sexually transmitted infections. Program assessment revealed that the CSM program had reportedly increased the acceptability, accessibility, and usage of their TRY TiME condoms in Fiji. We conducted a survey on a sample of sexually active people during January?CFebruary 2009 to examine their prevailing level of knowledge about HIV/AIDS, sexual behavior/practices, and risk perception. The results showed that, despite the high level of awareness about HIV/AIDS among survey participants, people did not consistently practice safe sexual behavior and commonly identified themselves as at low risk of acquiring HIV. This paper concludes that more extensive behavior change programs are needed in order to influence people to change their risky sexual practices and reassess their risk perceptions.     

Provision of Genetic Services for Hearing Loss: Results from a National Survey and Comparison to Insights Obtained from Previous Focus Group Discussions

Hearing loss is a common sensory deficit and more than 50% of affected individuals have a genetic etiology. The discovery of 40 genes and more than 100 loci involved in hearing loss has made genetic testing for some of these genes widely available. Genetic services for deafness are also being sought more often due to the early identification of hearing loss through newborn screening services. The motivations for pursuing genetic testing, and how genetic services are provided to the client may differ among individuals. Additionally, information obtained through genetic testing can be perceived and used in different ways by parents of deaf children and deaf adults. This study aimed to follow up on focus group studies published earlier with a quantitative survey instrument and assess the preference of consumers for provision of genetic services. We conducted a national survey of hearing and deaf parents of children with hearing loss and of deaf adults. Data was compared and analyzed by hearing status of the participant, their community affiliation and the genetic testing status using nominal logistic regression. Consistent with our focus group results, the survey participants thought that a genetic counselor/geneticist would be the most appropriate professional to provide genetics services. Statistically significant differences were noted in the preferred choice of provider based on the genetic testing status. Parents preferred that genetic evaluation, including testing, occur either immediately at or a few months after the audiologic diagnosis of hearing loss. This data should help providers in clinical genetics keep patient preferences at the helm and provide culturally competent services.     

On Self‐Love and Outgroup Hate: Opposite Effects of Narcissism on Prejudice via Social Dominance Orientation and Right‐Wing Authoritarianism

Previous research has obtained mixed findings as to whether feelings of self‐worth are positively or negatively related to right‐wing ideological beliefs and prejudice. We propose to clarify the link between self‐worth and ideology by distinguishing between narcissistic and non‐narcissistic self‐evaluations as well as between different dimensions of ideological attitudes. Four studies, conducted in three different socio‐political contexts: the UK (Study 1, N = 422), the US (Studies 2 and 3, Ns = 471 and 289, respectively), and Poland (Study 4, N = 775), investigated the associations between narcissistic and non‐narcissistic self‐evaluations, social dominance orientation (SDO), right‐wing authoritarianism (RWA), and ethnic prejudice. Confirming our hypotheses, the results consistently showed that after controlling for self‐esteem, narcissistic self‐evaluation was positively associated with SDO (accounting for RWA), yet negatively associated with RWA (accounting for SDO). These associations were similar after controlling for psychopathy and Machiavellianism (Study 3) as well as collective narcissism and Big Five personality characteristics (Study 4). Studies 2–4 additionally demonstrated that narcissistic self‐evaluation was indirectly positively associated with prejudice through higher SDO (free of RWA) but indirectly negatively associated with prejudice through lower RWA (free of SDO). Implications for understanding the role of self‐evaluation in right‐wing ideological attitudes and prejudice are discussed. Copyright © 2017 The Authors. European Journal of Personality published by John Wiley & Sons Ltd on behalf of European Association of Personality Psychology     

Are emotionally intelligent people less prejudiced? The importance of emotion management skills for outgroup attitudes

People vary in their ability to understand, process, and manage information about one's own and others’ emotions, a construct known as Emotional Intelligence (EI). Past research highlighted the importance of EI in interpersonal relations as well as the key role of emotions underlying outgroup prejudice. Remarkably, hardly any research has investigated the associations between EI and outgroup prejudice. In three studies (total N = 922) conducted in Spain and the United Kingdom, we measured emotional intelligence using self-report and performance tests and prejudice toward a variety of outgroups. Results showed that those with stronger performance-based emotion management skills expressed lower generalized ethnic prejudice (Studies 1–3), more positive attitudes toward immigrants (Study 2a) and refugees (Study 2b), and less homophobic attitudes (Study 3). This negative association between emotion management and prejudice was found with different performance-based EI measures and held after controlling for self-perceived EI (Study 1) and self-reported abilities to regulate emotions (Study 3). Study 3 further demonstrated that higher empathy partly accounted for the association between emotion management and prejudice. The findings suggest that emotion management abilities play an important, but so far largely neglected role in generalized prejudice.     

Consumer Motivations for Pursuing Genetic Testing and their Preferences for the Provision of Genetic Services for Hearing Loss

Genetic services for deafness are being increasingly sought due to the introduction of early hearing detection and intervention programs, as well as the rapid progress in the identification of deafness genes. This study aimed to assess the motivations of consumers for pursuing genetic testing as well as their preferences for provision of these services. We conducted 5 focus groups consisting of hearing parents of deaf children, deaf parents, and unmarried deaf adults. Motivations for pursuing genetic testing included determining the etiology, helping to alleviate the guilt associated with the diagnosis of hearing loss in a child, and acquiring information to help them and other family members prepare for the future. Most participants thought that a genetic counselor/geneticist would be the most appropriate professional to provide genetics services. For culturally Deaf individuals, the communication method was seen as more important than the type of professional. Parents preferred that genetic evaluation, including testing, occur either immediately at or a few months after the audiologic diagnosis of hearing loss.     

The Dharma of Ethics, the Ethics of Dharma: Quizzing the Ideals of Hinduism

This paper is divided into six parts. The first presents a rudimentary definition of ethics based on Western philosophical theories, particularly their concern for articulating universal moral principles. The second examines the assumptions anchoring Western moral philosophies, and raises the question: are the philosophical presuppositions of modern Western philosophy consistent with the presuppositions of Hinduism? It concludes that the two are not entirely in agreement, particularly on the issue of personal and social identity. The third section locates areas in Hinduism that discursively concur with the concerns of Western ethicists, and explores the limits of the semblance. The fourth identifies problematic areas, and raises the question: should the idea of universal ethics be abandoned for Hinduism? The fifth section concludes that such abandonment would be hasty, and initiates a searching look into the Hindu epics for concepts that, while not identical with may still be parallel to some Western notions of ethics. The sixth looks at the content of normative Hindu morality, and generalizes on the basis of this content about the nature of “Hindu ethics”.