Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness

© 2015. The cultural lens through which an ad is viewed can affect the extent to which an endorser of the product in an ad and the message s(he) communicates are thought about in relation to one another. Consumers with a collectivist mindset tend to think about information relationally. Consequently, they consider the endorsement in relation to the endorser and this affects their memory for both. It also affects recipients' concern with the fit between the endorser's message and the endorser and consequently influences their judgments of both the ad and the product being advertised. When people have an individualist mindset, on the other hand, they appear to treat the endorser and the endorsement as independent pieces of information and are less sensitive to their fit. Four studies support these conclusions and provide insights into how endorser-message relatedness impacts persuasion under different cultural mindset conditions

Communicating about a social interaction: Effects on memory for protagonists' statements and nonverbal behaviors

People's communications about a social interaction they have observed can often decrease their memory for the protagonists' statements and behaviors. The nature of this decrement depends on both the type of communication and the type of item to be remembered. Participants in three experiments observed a movie of an interaction with the objective of merely comprehending it. Later, they wrote their impressions of the characters involved or alternately described the sequence of events that occurred. Communicating impressions of the protagonists decreased recognition of the statements that protagonists made but had little effect on the recognition of nonverbal behaviors. However, describing the sequence of events that occurred decreased recognition of both statements and nonverbal behaviors. A visual reminder of protagonists' behaviors increased recognition of both these behaviors and the statements that. accompanied them, whereas an auditory reminder of protagonists' statements decreased recognition of nonverbal behaviors. Results were conceptualized in terms of the different mental representations that people use as a basis for judgment and the processes that underlie their construction. (C) 2003 Elsevier Inc. All rights reserved

Automatic construction and use of contextual information for product and price evaluations

The context in which a product is seen influences the internal standard that consumers use to judge both this and other products. Two experiments showed that a product was judged as less expensive in a high-priced context than in a low-priced context even though the product's actual price was recalled as higher in the first condition than in the second. This effect of the initial context carried over to a new product encountered 48 hours later and also influenced price estimates of products from other categories. Additional experiments demonstrated that the standard that people use to evaluate products can be influenced by exposure to high and low stimulus values that are below participants' perceptual thresholds. Thus, the effects of internal standards on product judgments can occur without an awareness of the conditions that led to the construction of this standard

Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge when concepts of the elderly are primed

© 2016 Elsevier Inc. The processing strategies that are activated by cultural mindsets can influence the type of stereotypic knowledge that people draw upon when they encounter a member of a social category. Five experiments show that participants with a collectivist mindset are less likely to use trait descriptions and respond more slowly to traits when they are primed with a concept of the elderly than when they are not. However, they are more likely to use trait-related behaviors and respond more quickly to behaviors in the former condition. These differences suggest that cultural mindsets do not simply affect the likelihood of applying stereotypes. In addition, they influence the type of stereotypic knowledge that comes to mind when people encounter a member of a stereotyped group. This has important implications for how elderly employees are judged and treated in an organizational setting