Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision Making

The authors investigate two competing hypotheses about how chronic vividness of imagery interacts with the vividness and salience of information in decision making. Results from four studies, covering a variety of decision domains, indicate that chronic imagery vividness rarely amplifies the effects of vivid and salient information. Imagery vividness may, in fact, attenuate the effects of vivid and salient information. This is because, relative to nonvivid imagers, vivid imagers rely less on information that appears obvious and rely more on information that seems less obvious. This tendency is so robust that vividness of imagery may amplify the effects of vivid information only when this information is the only information available in the decision field. The findings seem to reflect vivid imagers' tendency to totally immerse themselves in a decision problem and scrutinize the available information creatively.     

Assessing vividness of mental imagery: The Plymouth Sensory Imagery Questionnaire

Mental imagery may occur in any sensory modality, although visual imagery has been most studied. A sensitive measure of the vividness of imagery across a range of modalities is needed: the shorter version of Bett's Questionnaire upon Mental Imagery (Sheehan, 1967 , J. Clin. Psychology, 23, 386) uses outdated items and has an unreliable factor structure. We report the development and initial validation of the Plymouth Sensory Imagery Questionnaire (Psi‐Q) comprising items for each of the following modalities: Vision, Sound, Smell, Taste, Touch, Bodily Sensation, and Emotional Feeling. An exploratory factor analysis on a 35‐item form indicated that these modalities formed separate factors, rather than a single imagery factor, and this was replicated by confirmatory factor analysis. The Psi‐Q was validated against the Spontaneous Use of Imagery Scale (Reisberg et al., 2003 , Appl. Cogn. Psychology, 17, 147) and Marks' ( 1995 , J. Mental Imagery, 19, 153) Vividness of Visual Imagery Questionnaire‐2 (VVIQ‐2). A short 21‐item form comprising the best three items from the seven factors correlated with the total score and subscales of the full form, and with the VVIQ‐2. Inspection of the data shows that while visual and sound imagery is most often rated as vivid, individuals who rate one modality as strong and the other as weak are not uncommon. Findings are interpreted within a working memory framework and point to the need for further research to identify the specific cognitive processes underlying the vividness of imagery across sensory modalities.     

The impact of event vividness,event severity,and prior paranormal belief on attributions towards a depicted remarkable coincidence experience: Two studies examining the misattribution hypothesis

Two studies examine the impact event vividness, event severity, and prior paranormal belief has on causal attributions for a depicted remarkable coincidence experience. In Study 1, respondents (n = 179) read a hypothetical vignette in which a fictional character accurately predicts a plane crash 1 day before it occurs. The crash was described in either vivid or pallid terms with the final outcome being either severe (fatal) or non‐severe (non‐fatal). Respondents completed 29 causal attribution items, one attribution confidence item, nine scenario perception items, a popular paranormal belief scale, and a standard demographics questionnaire. Principal axis factoring reduced the 29 attribution items to four attribution factors which were then subjected to a 2 (event vividness) × 2 (event severity) × 2 (paranormal belief) MANCOVA controlling for respondent gender. As expected, paranormal believers attributed the accurate crash prediction less to coincidence and more to both paranormal and transcendental knowing than did paranormal sceptics. Furthermore, paranormal (psychokinesis) believers deemed the prediction more reflective of paranormal knowing to both (1) a vivid/non‐fatal and (2) a pallid/fatal crash depiction. Vividness, severity, and paranormal belief types had no impact on attribution confidence. In Study 2, respondents (also n = 179) generated data that were a moderately good fit to the previous factor structure and replicated several differences across attributional pairings albeit for paranormal non‐believers only. Corresponding effects for event severity and paranormal belief were not replicated. Findings are discussed in terms of their support for the paranormal misattribution hypothesis and the impact of availability biases in the form of both vividness and severity effects. Methodological issues and future research ideas are also discussed.     

情绪记忆的鲜活性和准确性的关系*

采用记得/知道范式,以正性、负性和中性图片为实验材料,以32名大学本科生为被试,考察情绪记忆鲜活性和准确性的关系。结果发现,情绪记忆的记得成绩好于中性记忆,说明情绪记忆较中性记忆更具鲜活性;情绪记忆的鲜活性和准确性存在较大的关联,在正性、负性和中性图片上相关都达到了显著,表明情绪记忆的鲜活性与刺激中心细节的恢复相联系。     

Music evokes vivid autobiographical memories

Music is strongly intertwined with memories—for example, hearing a song from the past can transport you back in time, triggering the sights, sounds, and feelings of a specific event. This association between music and vivid autobiographical memory is intuitively apparent, but the idea that music is intimately tied with memories, seemingly more so than other potent memory cues (e.g., familiar faces), has not been empirically tested. Here, we compared memories evoked by music to those evoked by famous faces, predicting that music-evoked autobiographical memories (MEAMs) would be more vivid. Participants listened to 30 songs, viewed 30 faces, and reported on memories that were evoked. Memories were transcribed and coded for vividness as in Levine, B., Svoboda, E., Hay, J. F., Winocur, G., & Moscovitch, M. [2002. Aging and autobiographical memory: Dissociating episodic from semantic retrieval. Psychology and Aging, 17, 677–689]. In support of our hypothesis, MEAMs were more vivid than autobiographical memories evoked by faces. MEAMs contained a greater proportion of internal details and a greater number of perceptual details, while face-evoked memories contained a greater number of external details. Additionally, we identified sex differences in memory vividness: for both stimulus categories, women retrieved more vivid memories than men. The results show that music not only effectively evokes autobiographical memories, but that these memories are more vivid than those evoked by famous faces.     

合作还是冲突?组合代言中代言人关系类型对广告效果的影响

在营销实践中,多位代言人同时出现在一则广告中的组合代言广告日益增多,却很少有研究关注。本文探究了组合代言中代言人关系类型(合作型组合代言vs.冲突型组合代言)对广告效果的影响。研究发现,相对于合作型组合代言,冲突型组合代言会产生更好的广告效果;这种作用是通过消费者感知到的广告生动性所中介的;消费者的情感强度可以调节这种作用,对于情感强度较高的消费者,冲突型组合代言能产生更好的广告效果,而对于情感强度较低的消费者没有显著影响;此外,代言人之间的差异程度也可以起到调节作用,即当消费者对组合代言中代言人们的评价相差较小时,冲突型组合代言能提升广告效果,当对代言人们的评价相差较大时,则没有显著的促进作用。文章还对这些发现的理论贡献、营销启示和未来研究方向进行了讨论。     

Money and fame: vividness effects in the National Basketball Association

In his widely reprinted paper “On the Folly of Rewarding A, While Hoping for B,” Kerr argued that vividness was one of the major reasons for distorted rewards. Using both archival and survey data, the present paper directly tests Kerr's proposal by investigating whether, how, and why highly visible behaviors are over‐rewarded and less visible, but similarly (or more) important behaviors are under‐rewarded. The National Basketball Association (NBA) was chosen as the domain of this study because scoring is particularly vivid, even though both non‐scoring and scoring performances are critical for winning games. Findings from four studies demonstrated that the scoring performance of NBA players was weighed more heavily than their non‐scoring performance. Scorers were rewarded with higher salaries and received more support in the NBA All‐Star balloting than defenders, even though they might not necessarily make more contribution than their teammates. This pattern of findings suggests that the vividness effect may lead to pronounced differences in people's judgments, especially when they face abundant real‐world information with similar validity. Copyright © 2008 John Wiley & Sons, Ltd.     

The role of vividness of imagery in metaphor generation

Pointing to novel links between mental representation and social communication, we examine the association between vividness of imagery and use of metaphors. In a study on individual differences and three experiments, we demonstrate that vivid imagery is linked to greater use of metaphors and that this relationship is bi-directional. We also show that this relationship is stronger in the context of negative valence. We demonstrate that vivid imagery results in greater generation of metaphors (in particular, for negative concepts). In examining the reverse direction of influence, we show that in the negative (rather than positive) context, use of metaphors results in greater perceptions of vividness. We suggest that vividness can be signified and produced by using metaphors that play an important role in meaning making and communication.     

Why Are Some Phenomenal Experiences ‘Vivid’ and Others ‘Faint’? Representationalism,Imagery, and Cognitive Phenomenology

One central brand of representationalism claims that the specific phenomenal character of an experience is fully determined by its content. A challenge for this view is that cognitive and perceptual experiences sometimes seem to have the same representational content while differing in phenomenal character. In particular, it might seem that one can have faint imagery experiences or conscious thoughts with the same contents as vivid perceptual experiences. This paper argues that such cases never arise, and that they are probably metaphysically impossible. I also suggest a fully representational account of differences in vividness between phenomenal experiences.     

An exploration of the relationship among valence,fading affect,rehearsal frequency,and memory vividness for past personal events

The affect associated with negative (or unpleasant) memories typically tends to fade faster than the affect associated with positive (or pleasant) memories, a phenomenon called the fading affect bias (FAB). We conducted a study to explore the mechanisms related to the FAB. A retrospective recall procedure was used to obtain three self-report measures (memory vividness, rehearsal frequency, affective fading) for both positive events and negative events. Affect for positive events faded less than affect for negative events, and positive events were recalled more vividly than negative events. The perceived vividness of an event (memory vividness) and the extent to which an event has been rehearsed (rehearsal frequency) were explored as possible mediators of the relation between event valence and affect fading. Additional models conceived of affect fading and rehearsal frequency as contributors to a memory’s vividness. Results suggested that memory vividness was a plausible mediator of the relation between an event’s valence and affect fading. Rehearsal frequency was also a plausible mediator of this relation, but only via its effects on memory vividness. Additional modelling results suggested that affect fading and rehearsal frequency were both plausible mediators of the relation between an event’s valence and the event’s rated memory vividness.