IMPULSE moment-by-moment test:An implicit measure of affective responses to audiovisual televised or digital advertisements

IMPULSE is a novel method for detecting affective responses to dynamic audiovisual content. It is an implicit reaction time test that is carried out while an audiovisual clip (e.g., a television commercial) plays in the background and measures feelings that are congruent or incongruent with the content of the clip. The results of three experiments illustrate the following four advantages of IMPULSE over self-reported and biometric methods: (1) being less susceptible to typical confounds associated with explicit measures, (2) being easier to measure deep-seated and often nonconscious emotions, (3) being better able to detect a broad range of emotions and feelings, and (4) being more efficient to implement as an online method.Published versio

Sooo Sweeet!:Presence of long vowels in brand names lead to expectations of sweetness

Throughout the history of languages, poets and writers have used linguistic tools to enhance euphony in their creations. One of the widely used tools to convey melody in any written (or spoken) creative art form is the use of long vowels. This paper examines the linkages between long (vs. short) vowel sounds and taste expectations of sweetness. Across four studies, we demonstrate that people expect products with brand names containing long vowels to taste sweeter than those including short vowel sounds. In studies 1 and 2, we demonstrate this association with the use of self-reported measures, and in studies 3 and 4, we employ indirect measures (implicit taste-shape correspondence and Single Category Implicit Association Test (SC-IAT) paradigm) to show the effect holds at a subconscious level of processing. Previous research in this field has typically linked vowel position (high vs. low or front vs. back) with product or brand attribute expectations. This paper contributes to the growing body of literature in this field by demonstrating the importance of vowel length in sound symbolism, and more precisely, how it pertains to the taste continuum.Published versio

The multisensory attentional consequences of tool use : a functional magnetic resonance imaging study

Background: Tool use in humans requires that multisensory information is integrated across different locations, from objects seen to be distant from the hand, but felt indirectly at the hand via the tool. We tested the hypothesis that using a simple tool to perceive vibrotactile stimuli results in the enhanced processing of visual stimuli presented at the distal, functional part of the tool. Such a finding would be consistent with a shift of spatial attention to the location where the tool is used. Methodology/Principal Findings: We tested this hypothesis by scanning healthy human participants’ brains using functional magnetic resonance imaging, while they used a simple tool to discriminate between target vibrations, accompanied by congruent or incongruent visual distractors, on the same or opposite side to the tool. The attentional hypothesis was supported: BOLD response in occipital cortex, particularly in the right hemisphere lingual gyrus, varied significantly as a function of tool position, increasing contralaterally, and decreasing ipsilaterally to the tool. Furthermore, these modulations occurred despite the fact that participants were repeatedly instructed to ignore the visual stimuli, to respond only to the vibrotactile stimuli, and to maintain visual fixation centrally. In addition, the magnitude of multisensory (visual-vibrotactile) interactions in participants’ behavioural responses significantly predicted the BOLD response in occipital cortical areas that were also modulated as a function of both visual stimulus position and tool position. Conclusions/Significance: These results show that using a simple tool to locate and to perceive vibrotactile stimuli is accompanied by a shift of spatial attention to the location where the functional part of the tool is used, resulting in enhanced processing of visual stimuli at that location, and decreased processing at other locations. This was most clearly observed in the right hemisphere lingual gyrus. Such modulations of visual processing may reflect the functional importance of visuospatial information during human tool use

Implicit and Explicit Identification of Counterfeit Brand Logos based on Logotype Transposition

Purpose With trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual similarity between fake and original brand logos. This paper aims to explore the varying forms of fraudulent imitation of original brand logotypes (operationalized at the level of logotype transposition), which can aid in the detection of a counterfeit brand. Design/methodology/approach Across two studies, this research tested how well consumers can differentiate counterfeit from original logos of well-known brands both explicitly and implicitly. Seven popular brand logos were altered to create different levels of visual dissimilarity and participants were required to discriminate the logos as fake or genuine. Findings Results demonstrate that although consumers can explicitly discriminate fake logos with a high degree of accuracy, the same is not true under conditions in which logos are presented very briefly (tapping participants’ implicit or automatic logo recognition capabilities), except when the first and last letters of the logotype are substituted. Originality/value A large body of research on counterfeit trade focuses on the individual or cross-cultural differences behind the prevalence of counterfeit trade. There is limited research exploring the ability of a consumer to correctly identify a fake logo, based on its varying similarity with the original logotype; this paper addresses this gap. Given that many of the purchase decisions are often made automatically, identifying key implicit differentiators that can help a consumer recognize a fake logo should be informative to both practitioners and academics

Race, Gender and the US Presidency:A Comparison of Implicit and Explicit Biases in the Electorate

Recent U.S. elections have witnessed the Democrats nominating both black and female presidential candidates, as well as a black and female vice president. The increasing diversity of the U.S. political elite heightens the importance of understanding the psychological factors influencing voter support for, or opposition to, candidates of different races and genders. In this study, we investigated the relative strength of the implicit biases for and against hypothetical presidential candidates that varied by gender and race, using an evaluative priming paradigm on a broadly representative sample of U.S. citizens (n = 1076). Our main research question is: Do measures of implicit racial and gender biases predict political attitudes and voting better than measures of explicit prejudice? We find that measures of implicit bias are less strongly associated with political attitudes and voting than are explicit measures of sexist attitudes and modern racism. Moreover, once demographic characteristics and explicit prejudice are controlled statistically, measures of implicit bias provide little incremental predictive validity. Overall, explicit prejudice has a far stronger association with political preferences than does implicit bias

A framework for assessing the quality of green infrastructure in the built environment in the UK

The advocacy argument for green infrastructure has largely been won. Policy and statutory guidance for green infrastructure planning and development exists at international, national and regional/local levels and the functions and benefits of green infrastructure interventions are well evidenced in academic literature. To support this, professional bodies and experts from the built and natural environment have produced a multitude of practice guidance on the delivery of individual green infrastructure features. And yet, examples of high quality green infrastructure in new development schemes remain difficult to find, and the success of statutory guidance to accelerate this phenomenon surprisingly ineffective to manage change within the development sector. This paper presents a new framework for the delivery of high quality green infrastructure. Consultation with stakeholders in the UK suggested that a key factor affecting the translation of green infrastructure evidence, and policy and practice guidance, into delivery through planning and development is a lack of confidence amongst practitioners regarding the qualities and characteristics of high quality green infrastructure in the built environment. The key characteristics of high quality green infrastructure, based on a review of both academic and grey literature, and extensive work with stakeholders are grouped into principles that underpin high quality green infrastructure (including the presence of a multifunctional network, and provision for long-term management), and principles related to health and wellbeing, water management and nature conservation. The resulting framework is presented as twenty three principles for delivering green infrastructure. This can be used internationally as a set of standards to assess the quality of green infrastructure to ensure that it contributes to quality of life, health and wellbeing of individuals and communities, flood resilient towns and cities, and places where nature can flourish and be more viable as a result of development

Setting the Standard for Green Infrastructure: The Need for, and Features of, a Benchmark in England

© 2018, © 2018 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Green infrastructure is an essential component of health and sustainable places. The quality of green infrastructure often represents a missed opportunity to achieve this. This paper presents a review examining how built environment assessment systems evaluate the quality of green infrastructure. This was used to develop proposals for a new benchmark, which were examined by experts in terms of the demand, scope and operation. The findings suggest that current systems are not providing a robust assessment of green infrastructure and that a benchmark for green infrastructure would overcome some of the challenges associated with its planning, design and delivery

Providing Excellent Customer Service Is Therapeutic:Insights from an Implicit Association Neuromarketing Study

This paper reports the results of a combined biometric and implicit affective priming study of the emotional consequences of being the provider or receiver of either positive or negative customer service experiences. The study was conducted in two stages. Study 1 captured the moment-by-moment implicit emotional and physiological responses associated with receiving and providing good customer service. Study 2 employed an affective priming task to evaluate the implicit associations with good and poor customer service in a large sample of 1200 respondents across three Western countries. Our results show that both giving and receiving good customer service was perceived as pleasurable (Study 1) and at the same time, was implicitly associated with positive feelings (Study 2). The authors discuss the implications of the research for service providers in terms of the impact of these interactions on employee wellbeing, staff retention rates and customer satisfaction.Published versio