Modulation of taxonomic (versus thematic) similarity judgments and product choices by inducing local and global processing

Perceived similarity is influenced by both taxonomic and thematic relations. Assessing taxonomic relations requires comparing individual features of objects whereas assessing thematic relations requires exploring how objects functionally interact. These processes appear to relate to different thinking styles: abstract thinking and a global focus may be required to explore functional interactions whereas attention to detail and a local focus may be required to compare specific features. In four experiments we explored this idea by assessing whether a preference for taxonomic or thematic relations could be created by inducing a local or global perceptual processing style. Experiments 1–3 primed processing style via a perceptual task and used a choice task to examine preference for taxonomic (versus thematic) relations. Experiment 4 induced processing style and examined the effect on similarity ratings for pairs of taxonomic and thematically related items. In all cases processing style influenced preference for taxonomic/thematic relations

An Experimental Study to Determine the Effects of Dissimilar Emotional Inducements and Communication Skill Levels on the Meanings Given Communicated Messages.

The purpose of the study was to determine experimentally what effects, if any, two key within-receiver characteristics would have on the meanings communicated messages had for the respondents. The within-receiver characteristics were the emotional states of mind and communication skill levels of the test subjects. The study hypothesized that: 1. The meanings given communicated messages by subjects receiving dissimilar emotional inducements would vary significantly. 2. The meanings given communicated messages by subjects with different communication skill levels would vary significantly. 3. There would be a significant interaction effect of the dissimilar emotional inducements and communication skill levels of the subjects on the meanings given communicated messages. The study used a modified after-only with control group experimental design. The independent variables were the emotional inducements and communication skill levels of the subjects. The dependent variable was the meaning given five one-word concepts as measured by the Semantic Differential. The sample was made up of 221 undergraduate business students enrolled in ten different classes at nine different universities in Texas and Louisiana. The research procedure consisted of two entries into each of the selected classrooms. At the first entry the investigator delivered a cover story, measured the students\u27 communication skill levels, and established the expectation of a return visit. Prior to the second visit the classroom instructor gave a regularly scheduled exam. On the day of the investigator\u27s return visit the classroom instructor, at the beginning of the class period, implemented either a positive, negative, or neutral emotional inducement. These inducements were tied to the return of the exam. Near the end of this same class period the investigator entered and administered the Semantic Differential. Only afterwards were the students told they had participated in an experiment. The subjects\u27 communication skill levels were measured by a standardized test, the Employee Aptitude Survey— Test 1, Verbal Comprehension. The scores from this test formed the basis for ranking all subjects into a high, medium, or low communication skill level category. The subjects then received a positive, negative, or neutral emotional inducement. The after measurement was the meaning given five one-word concepts by subjects who were characterized by a high, low, or medium communication skill level and who had received a positive, negative, or neutral emotional inducement. From the Semantic Differential the study derived twelve dependent variable measures. Five of these came from the evaluative scale designations of the five one-word concepts. Five others came from the potency scale designations of the same concepts. In addition, two composite scores were derived by averaging the evaluative (and potency) scale designations of all five concepts for each subject. The principal analytical technique was the two-way analysis of variance. Each dependent variable measure was tested to see if differences in meaning between test groups were attributable to the types of emotional inducements, to the communication skill levels, or to an interaction effect between these factors. All statistical tests were operated at an alpha level of .05. The study obtained statistically significant findings in five of the twelve tests run. There was a significant interaction effect with the concept Sword, using potency scale designations. There was one instance of significant difference in meaning attributable to different communication skill levels. This occurred with the evaluative scale designations for the concept Symphony. Statistically significant differences between groups attributable to dissimilar emotional inducements occurred with the evaluative composite score, the potency-Patriot score, the evaluative-Symphony score, and the evaluativc-Cop score. The study concluded that, based on th ese findings, there was reason to believe that emotions affect the meanings given incoming stimuli

Doctor of Philosophy

dissertationMarketers invest significantly in generating consumer action, with curiosity one of many ways to pique interest. This is the topic of our first essay, in which we discuss how discounted price displays arouse curiosity, thus affecting information search behavior. This essay moves beyond the assumption that any prediscounted price will elicit the same consumer response and considers four moderating factors, including i) absolute price, ii) dispositional curiosity, iii) expected price and iv) drive states such as hunger. In a series of examinations, we propose that higher (lower) prices generate greater (less) curiosity. Findings inform psychology-based accounts of curiosity and provide implications for marketers in understanding pricing`s effect on information seeking. Essays 2 and 3 explore the long-term impact of a referral on sender and receiver behavior. Marketers have long sought to harness the influence of existing customers, with much literature focusing on a referral`s worth. While prior research has extensively examined referral value, less is known about how the specific information within the referral itself differentially influences behavior. Thus, Essay 2 focuses on the degree of customization within the referral, examining for both senders and receivers the influence of custom (sender-generated) versus standard (company-generated on behalf of sender) referrals. To test our predictions, we utilize email referrals from retail customers and compare purchase behavior between these referral types, testing the underlying theories of spotlight effect and reciprocity. In our third essay, we ask whether the act of referring changes long term purchase behavior of referrers. Extensive literature has proved the value of customers acquired through referral efforts of existing customers. However, while much is known about the incremental value of referrals, less is known about the intervening role of the referral itself. Therefore, in our research we seek to understand how a referral influences future sender behavior and ask whether the act of referring results in an increase, decrease, or consistency in purchases for senders. We explore opposing predictions based on i) dissonance and ii) market mavens and explore these predictions through an empirical examination of transaction data, offering implications for marketers and theorists alike

The direct and interactive effects of store-level promotions on impulse purchase: Moderating impact of category familiarity and normative influences

Marketing literature conceptually and empirically establishes the direct effects of different variables on impulse purchase. However, the simultaneous interactions between variables influencing impulse purchase are yet to be studied. This paper measures the direct effects of store-level promotions, brand equity, and price consciousness and also examines the interactive effects of store-level promotions and the moderating influence of category familiarity and normative influences. The results demonstrate the importance of simultaneous examination of interplay between different consumer and store-level variables. Collectively, the results provide substantial segmentation opportunities for manufacturers of branded goods and retailers. © 2013 John Wiley & Sons, Ltd

The impact of music pleasantness and fit on advertising attitudes for low and high involvement consumers

Research in advertising suggests that music produces a substantial impact on a consumer’s attitude (e.g. Alpert and Alpert, 1989; Kellaris and Cox, 1989; North, MacKenzie, Law & Hargreaves, 2004; and Zander, 2006). However, there has been relatively little work on the mechanisms affecting low vs high involvement consumers. This study applies two dominant models on the impact of music in persuasion, classical conditioning and musical fit, to investigate the influence on low and high involvement consumers. Classical conditioning theory suggests that when a positive stimulus (i.e., the music) is associated with a neutral stimulus (the advertised product), the positive reaction to the music becomes associated with the product, leading to a favourable attitude (Gorn, 1982). Musical fit theory suggests that music activates information and evoked associations based on previous knowledge/familiarity, and when these fit the advertised product, the message becomes more persuasive (MacInnis and Park, 1991). Using an experimental design, 188 respondents saw advertisements paired with music that was pre-tested to be either pleasant/unpleasant (classical conditioning context) or congruent/incongruent with the product category (musical fit). Respondent’s involvement with the product category was also measured. The study found that ‘pleasant’ music significantly increased attitudes/purchase intention for low-involvement respondents (regardless of fit), while congruent music positively affected attitudes under high involvement conditions. Managerial implications and future research are discussed

Adequate Mental Health, a Prerequisite for Effective Administration

Mentality as well as Mental imbalance is a possible cause of crime and maladministration in most societies. Mental state is one important factor that can condition one’s mind to act one way or the other. This is why mental health is significant in one’s life. But it seems it is often neglected in health care considerations in most societies. Mentality and Mental health often condition the performance of an individual in a position of authority or public service. In most societies, credible governance or leadership seems to be taken for granted thus arbitrary selection or imposition of leaders, usurpation or violent coveting of offices, crime, domination or other forms of headship responsibilities without consideration on the mental states of individuals involved. Leadership is an important aspect of human organization. In an egalitarian society hegemony can make or mare a people. The thrust of this article is on mental health provisions and who should lead. One aspect of consideration, which this paper emphasizes, as a major discourse is Mentality and mental health as basic qualifications or prerequisite for leadership because of its varied consequences if not checked and certified in an individual before a leadership selection is made and also the ability to detect a misnomer by possible inference in an individual leader and the need for replacement or rehabilitation until one is proved fit. By observation, the paper exposes the many dangers of having a mentally indisposed personality as the leader with suggestions on how or who should be selected to run or lead a public office. At the end we suggested that people who should lead should be of sound mind, positive mentality showing positive character and must be tested mentally before they assume public office. Criteria for test has been subsequently and tentatively prescribed

ALBERT HIRSCHMAN IN LATIN AMERICA: NOTES ON HIRSCHMAN'S TRILOGY ON ECONOMIC DEVELOPMENT

This paper discusses Albert Hirschman's writings that resulted from his professional experience in Colombia, Brazil, Chile and other Latin American countries during the 1950s and 1960s. The focus is on the trilogy written by Hirschman in the field of development economics, which comprises: The Strategy of Economic Development (1958), Journeys Toward Progress (1963) and Development Projects Observed (1967). Some methodological aspects of those writings, which tend to be recurrent throughout the author's whole intelectual career, are emphasized.

CENTRAL NEURAL AND BEHAVIORAL CORRELATES OF VOICE SECONDARY TO INDUCED UNILATERAL VOCAL FOLD PARALYSIS

Understanding the involvement of the central nervous system (CNS) in voice production is essential to incorporating principles of neuroplasticity into therapeutic practice for voice disorders. Early steps to attaining this goal require the identification of specific neural biomarkers of the changes occurring in the CNS from a voice disorder and its subsequent treatment. In the absence of an adequate animal vocalization model, the larynx has not been acutely and reversibly perturbed to concurrently examine the effect on both peripheral and central processing of the altered input/output. Using a unique, reversible perturbation approach, it was the purpose of this study to perturb the larynx to mimic a voice disorder and study short-term neuroplastic response. Functional magnetic resonance imaging (fMRI) was the neuroimaging tool of choice for this study due to its superior spatial and temporal resolution. The voice was perturbed by anesthetizing the right recurrent laryngeal nerve, with a solution of lidocaine hydrochloride and epinephrine to induce a temporary right vocal fold paralysis. The paralysis lasted for approximately 90 minutes and had an overt presentation similar to that of a true vocal fold paralysis. Behavioral and fMRI data were obtained at three time points- baseline, during the vocal fold paralysis and one hour after recovery. Patterns of activity on fMRI during the three time points were found to be distinct on both subjective examination and statistical analysis. The regions of interest examined had distinct trends in activity as a function of the paralysis. Interestingly, males and females responded differently to the paralysis and its subsequent recovery. Strong correlation was not observed between the behavioral measures and fMRI activity reflecting a disparity between the overt presentation and recovery of vocal fold paralysis and cortical activity as seen on fMRI. The fictive paralysis model employed in this study provided a perturbation model for phonation that allowed us to examine behavioral and central neural correlates for disordered phonation in a controlled environment. Although this data is representative of acute changes from a transient paralysis, it provides an insight into the response of the cortex to sudden perturbation at the peripheral phonatory mechanism

Affect and Overconfidence: A Laboratory Investigation

We conduct two incentivized random-assignment experiments to investigate whether overconfidence is impacted by (1) incidental mild positive affect, or (2) incidental mild negative affects-anger, fear, and sadness. We measure overconfidence using overestimation of past quiz-performance and overestimation of past quiz-performance compared to peers. The results of the first experiment indicate that the effect of positive affect on both measures of overconfidence is positive and significant for male subjects. While mood-inducement is equally successful for female subjects, their overconfidence is unaffected by positive affect. These positive-affect results are robust to various specification checks. In the second experiment, we find consistent evidence of neither anger, fear, nor sadness\u27s effect on overconfidence; the lack of a result is attributable either to a genuine lack of relationship between these affects and overconfidence or to confounded mood-inducements. The effect of positive affect on overconfidence may help explain the relationship between mood and speculative bubbles and between mood and trading volume. Further, our results have implications for the effect of happiness on overconfidence and the role of emotions in economic decision-making, in general. Finally, we examine the neural evidence supported by our data