The Mirror and I: when private opinions are in conflict with public norms

In two studies it is demonstrated that two self-saliency manipulations, often used interchangeably, can have profoundly different consequences. Whereas self-activation increased stereotyping in highly prejudiced participants, a mirror decreased stereotyping. Results show that this difference can be ascribed to the activation of specific self-aspects. Whereas a mirror increased both private and public self-awareness (and, hence, awareness of the social norm that stereotyping is bad), self-activation increased private self-awareness exclusively (and, hence, awareness of privately held negative stereotypes). The implications of these findings for the relation between self-awareness and conformity to social norms are discussed

Learning to like or dislike by association: no need for contingency awareness

One way to learn to like or dislike a neutral target stimulus is through associations with positive or negative context stimuli. The present research investigates whether people need to be aware of the association between a target and a context stimulus (i.e., contingency aware) in order for associative learning of likes and dislikes to occur. We predicted that awareness of the association between context and target is necessary when target novelty is low, but not when target novelty is high. We conducted two experiments in which we varied target novelty and measured contingency awareness using a picture-bound recognition task. This allowed us to separately investigate evaluative conditioning for “contingency awareness” and “contingency unawareness” context-target pairs. The results show, as predicted, that awareness of the association between context and target is needed for low-novelty targets but not needed for high-novelty targets

Emotion elicitor or emotion messenger?: Subliminal priming reveals two faces of facial expressions

ABSTRACT-Facial emotional expressions can serve both as emotional stimuli and as communicative signals. The research reported here was conducted to illustrate how responses to both roles of facial emotional expressions unfold over time. As an emotion elicitor, a facial emotional expression (e.

When high similarity copycats lose and moderate similarity copycats gain: The impact of comparative evaluation

Copycats imitate features of leading brands to free ride on their equity. The prevailing belief is that the more similar copycats are to the leader brand, the more positive their evaluation is, and thus the more they free ride. Three studies demonstrate when the reverse holds true: Moderate-similarity copycats are actually evaluated more positively than high-similarity copycats when evaluation takes place comparatively, such as when the leader brand is present rather than absent. The results demonstrate that blatant copycats can be less and subtle copycats can be more perilous than is commonly believed. This finding has implications for marketing theory and practice and trademark law