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.     

Self-concept: Psychosis and attraction of new religious movements

Self-concept is both a social product and a social force, and can be defined as the sum total of an individual's thoughts and beliefs regarding themselves, as well as perceptions by others. Such a view is essential for the well being of individuals and allows a person to function well within parameters of the society. When this self-concept starts to change then the individual looks for other pointers to gain a degree of self control back. Such an approach can explain some of the reasons why some individuals with mental illness turn towards new religious movements that may well be extreme. With data from two studies showing that patients with first onset psychosis are likely to change their religion, it is proposed that clinicians and researchers alike be aware of some of these factors.     

Environmental,Lifestyle, and Psychological Factors in the Health and Well-Being of Military Families1

Army families living in apartments and mobile homes near a large Army base were assessed for feelings about their housing, morale, marital harmony, health, and well-being. Reactions to mobile homes and apartments were similar. Higher quality housing was associated with positive housing ratings but not with more favorable morale, harmony, health, or well-being. The experience of housing problems is related to negative housing evaluation, while the experience of Army lifestyle problems is related to lowered morale, harmony, health, and well-being. Results were generally similar for enlisted men and their spouses.     

“The interviewer is a machine!” Investigating the effects of conventional and technology-mediated interview methods on interviewee reactions and behavior

Despite the growing number of organizations interested in the use of asynchronous video interviews (AVIs), little is known about its impact on interviewee reactions and behavior. We randomly assigned participants (N = 299) from two different countries (Switzerland and India) to a face-to-face interview, an avatar-based video interview (with an avatar as a virtual recruiter), or a text-based video interview (with written questions) and collected data on a set of self-rated and observer-rated criteria. Overall, we found that whereas participants reported more negative reactions towards the two asynchronous interviews, observer ratings revealed similar performance across the three interviews and lower stress levels in the two AVIs. These findings suggest that despite technology-mediated interview methods still not being well-accepted, interviewees are not at a disadvantage when these methods are used in terms of how well interviewees perform and how stressed they appear to external observers. Implications are discussed.     

Modularity for sensorimotor control: evidence and a new prediction

By combining a few modules, the CNS may learn new control policies quickly and efficiently. Support for a modular organization of the motor system has recently come from the observation of low dimensionality in the motor commands. However, stronger evidence would come from testing the predictions on the effect of an intervention on the mechanisms required to implement a modular controller. Thus, the authors propose to test the predictions of modularity on motor adaptation. They argue that unlike a nonmodular controller, a modular controller must adapt faster to a perturbation that is compatible with the modules (i.e., one that can be compensated by reusing the same modules), than to an incompatible perturbation (i.e., one that requires new modules).     

MTHFR and ACE gene polymorphisms and risk of vascular and degenerative dementias in the elderly

Focal lacunar infarctions due to cerebral small vessel atherosclerosis or single/multiple large cortical infarcts lead to vascular dementia, and different genes and environmental factors have been implicated in causation or aggravation of the disease. Previous reports suggest that some of the risk factors may be common to both vascular as well as degenerative dementia. Among genetic factors, role of angiotensin converting enzyme (ACE) and methylene-tetrahydrofolate reductase (MTHFR) genes as putative risk factors has been examined but the outcome of these studies remain inconclusive. Present study attempted to see the importance of ACE alu insertion/deletion and MTHFR C677T polymorphisms as genetic predisposers to dementia. The study comprised of 80 vascular dementia patients, 90 degenerative dementia patients and 170 age matched controls. All were genotyped for ACE, MTHFR and APOE polymorphisms using PCR-RFLP method. Frequency of ACE D allele was seemingly high in dementia cases (26.7%) when compared to controls (11.2%). However, after adjusting for age and APOE E4^*, none of the ACE alleles showed good correlation. MTHFR genotypes or alleles also did not show any correlation. Our study suggests no true correlation of ACE or MTHR genes with dementia in elderly.     

Affect and Performance on Cognitive Task as a Function of Crowding and Noise1

Sixty undergraduate males participated in an experiment with a 2 × 3 factorial design involving two levels of density and three levels of noise to demonstrate effects of the independent variables (density, noise) on cognitive task performance and affect. As predicted, it was found that crowding and noise lead to deterioration of subject's performance on cognitively complex tasks but not on simple (cognitive) task. Also, density and noise generated a negative feeling in the subjects. Significant two-way interaction for complex task, showed variation in performance of Ss of high and low density under low and high noise conditions. In addition, crowded-condition subjects reported more dissatisfaction about their performance and evaluated the presence of the experimenter as significantly less pleasant than their noncrowded-condition counterparts.     

The Effects of Residential Crowding Experience on Reactivity to Laboratory Crowding and Noise1

Sixty male and 60 female subjects previously classified as high and low on a residential crowding experience scale participated in an experiment involving a 2 × 3 × 2 × 2 (density, noise, crowding experience, gender) factorial design. The research was undertaken primarily to determine the influence of previous residential crowding experience as tapped by the Crowding Experience Scale (CES) on reactivity to the environmental stressors of noise and crowding. The results indicated that exposure to environmental stressors produced a deleterious effect on complex task performance and generated negative affect in the respondents. Interestingly, respondents who had reported high levels of experience with crowding showed relatively more crowding tolerance by performing significantly better on cognitively complex tasks (complex anagrams and story comprehension) and exhibiting more positive affect in conditions of high density as compared to low experience of crowding respondents. Reactions to noise were not influenced by crowding experience. Thus, prior experience of crowding as measured by the CES appears to influence reactivity to density in other settings.