What We Expect Is Not Always What We Get: Evidence for Both the Direction-of-Change and the Specific-Stimulus Hypotheses of Auditory Attentional Capture

Participants were requested to respond to a sequence of visual targets while listening to a well-known lullaby. One of the notes in the lullaby was occasionally exchanged with a pattern deviant. Experiment 1 found that deviants capture attention as a function of the pitch difference between the deviant and the replaced/expected tone. However, when the pitch difference between the expected tone and the deviant tone is held constant, a violation to the direction-of-pitch change across tones can also capture attention (Experiment 2). Moreover, in more complex auditory environments, wherein it is difficult to build a coherent neural model of the sound environment from which expectations are formed, deviations can capture attention but it appears to matter less whether this is a violation from a specific stimulus or a violation of the current direction-of-change (Experiment 3). The results support the expectation violation account of auditory distraction and suggest that there are at least two different expectations that can be violated: One appears to be bound to a specific stimulus and the other would seem to be bound to a more global cross-stimulus rule such as the direction-of-change based on a sequence of preceding sound events. Factors like base-rate probability of tones within the sound environment might become the driving mechanism of attentional capture-rather than violated expectations-in complex sound environments.Funding Agencies|Swedish Research Council [2010-2042]</p

Who Needs Cream and Sugar When There Is Eco-Labeling? Taste and Willingness to Pay for "Eco-Friendly" Coffee

Participants tasted two cups of coffee, decided which they preferred, and then rated each coffee. They were told (in lure) that one of the cups contained "eco-friendly" coffee while the other did not, although the two cups contained identical coffee. In Experiments 1 and 3, but not in Experiment 2, the participants were also told which cup contained which type of coffee before they tasted. The participants preferred the taste of, and were willing to pay more for, the "eco-friendly" coffee, at least those who scored high on a questionnaire on attitudes toward sustainable consumer behavior (Experiment 1). High sustainability consumers were also willing to pay more for "eco-friendly" coffee, even when they were told, after their decision, that they preferred the non-labeled alternative (Experiment 2). Moreover, the eco-label effect does not appear to be a consequence of social desirability, as participants were just as biased when reporting the taste estimates and willingness to pay anonymously (Experiment 3). Eco labels not only promote a willingness to pay more for the product but also lead to a more favorable perceptual experience of it.Funding Agencies|University of Gavle, Sweden||</p