An empirical comparison of different implicit measures to predict consumer choice

While past research has found that implicit measures are good predictors of affectively driven, but not cognitively driven, behavior it has not yet been tested which implicit measures best predict behavior. By implementing a consumer context, in the present experiment, we assessed two explicit measures (i.e. self-reported habit and tastiness) and three implicit measures (i.e. manikin task, affective priming, ID-EAST) in order to test the predictive validity of affectively versus cognitively driven choices. The results indicate that irrespective of whether participants chose affectively or cognitively, both explicit measures, but not the implicit measures, predicted consumer choice very strongly. Likewise, when comparing the predictive validity among all measures, the explicit measures were the best predictors of consumer choice. Theoretical implications and limitations of the study are discussed

Pixelating Familiar People in the Media: Should Masking Be Taken at Face Value?

This study questions the effectiveness of masking faces by means of pixelation on television or in newspapers. Previous studies have shown that masking just the face leads to unacceptably high recognition levels, making it likely that participants also use other cues for recognition, such as hairstyle or clothes. In the current study we investigate this possibility by means of an identification task in which participants had to identify (partially) masked images of familiar people. To demonstrate that non-facial cues become increasingly important for recognition as faces are masked more strongly, we manipulated the size of the masked area and the degree of pixelation. Confirming our expectations, increasing the size of masked area or its level of deterioration led to lower recognition rates. More importantly, also an interaction effect between the two variables emerged, showing that additional visual information partly compensates the downswing in recognition when masking becomes stronger. Although in some conditions low recognition rates were found, masking was never a hundred percent effective, making it clear that the media should approach this issue with care. Implications of our findings and future directions are considere

Beyond asking : exploring the use of automatic price evaluations to implicitly estimate consumers’ willingness-to-pay

Explicit consumers responses are often adverse for the validity of procedures used to estimate consumers' willingness-to-pay (WTP). This paper investigates if price evaluations occur automatically and to what extent these automatic processes can be used to implicitly estimate consumers' WTP. An adapted version of the task-rule congruency (TRC) paradigm was used in two studies. Results of the first study provided evidence for the notion that prices are automatically evaluated. However, the used procedure had limitations that restricted its utility as an implicit WTP estimate. The procedure was adjusted, and an additional study was conducted. The results of the second study also indicated that prices were evaluated automatically. Additionally, the procedure used during the second study allowed to explore to what extent the observed TRC effects could be used to implicitly estimate consumers' WTP. Taken together, these studies provided evidence for the notion that prices are evaluated automatically. Furthermore, the procedure has the potential to be further developed into an implicit estimate of consumers' WTP

Valence, Arousal, and Cognitive Control: A Voluntary Task-Switching Study

The present study focused on the interplay between arousal, valence, and cognitive control. To this end, we investigated how arousal and valence associated with affective stimuli influenced cognitive flexibility when switching between tasks voluntarily. Three hypotheses were tested. First, a valence hypothesis that states that the positive valence of affective stimuli will facilitate both global and task-switching performance because of increased cognitive flexibility. Second, an arousal hypothesis that states that arousal, and not valence, will specifically impair task-switching performance by strengthening the previously executed task-set. Third, an attention hypothesis that states that both cognitive and emotional control ask for limited attentional resources, and predicts that arousal will impair both global and task-switching performance. The results showed that arousal affected task-switching but not global performance, possibly by phasic modulations of the noradrenergic system that reinforces the previously executed task. In addition, positive valence only affected global performance but not task-switching performance, possibly by phasic modulations of dopamine that stimulates the general ability to perform in a multitasking environment

Voluntary task switching under load: contribution of top-down and bottom-up factors in goal-directed behavior

The present study investigated the relative contribution of bottom-up and top-down control to task selection in the voluntary task-switching (VTS) procedure. In order to manipulate the efficiency of top-down control, a concurrent working memory load was imposed during VTS. In three experiments, bottom-up factors, such as stimulus repetitions, repetition of irrelevant information, and stimulus task associations, were introduced in order to investigate their influence on task selection. We observed that the tendency to repeat tasks was stronger under load, suggesting that top-down control counteracts the automatic tendency to repeat tasks. The results also indicated that task selection can be guided by several elements in the environment, but that only the influence of stimulus repetitions depends on the efficiency of top-down control. The theoretical implications of these findings are discussed within the interplay between top-down and bottom-up control that underlies the voluntary selection of tasks

Component processes in voluntary task switching

The present study investigated the involvement of bottom-up and top-down control in task-switching situations in which tasks are selected on a voluntary basis. We tested for indices of both types of control in the reduction in switch cost that is observed when more time is available before executing a task. Participants had to indicate their task choice overtly prior to the actual task execution, and two time intervals were manipulated: the interval between the task-execution response of the previous trial and task-indication response of the current trial and the interval between task-indication response and task-execution response of a particular trial. In Experiment 1, the length of these intervals was manipulated orthogonally, and indices for top-down and bottom-up control were observed. Concerned with the validity of these results, Experiments 2–3 additionally discouraged participants from preparing the upcoming task before their task-indication response. Indices for bottom-up control remained, but not for top-down control. The characteristics of top-down and bottom-up control in voluntary task switching and task switching in general are discussed

Persisting activation in voluntary task switching: it all depends on the instructions

We tested the hypothesis that persisting activation from a previous task execution does not contribute to the switch cost in voluntary task switching. We reasoned that voluntary task switching requires the selection of random task sequences, which necessitates the active inhibition of previously executed tasks. The asymmetric switch cost was used as a marker for persisting activation. Participants switched voluntarily between color naming and word naming. One group was instructed to select unpredictable task sequences. The other group was not instructed to do so. When participants were instructed to be unpredictable, no asymmetric switch cost was observed. When participants were not instructed to be unpredictable, an asymmetric switch cost was observed. We conclude that the amount of persisting activation in voluntary task switching is limited and that the switch cost in voluntary task switching reflects the time needed for reconfiguring the cognitive system from one task to another rather than the time needed to compensate for persisting activation