Carolyn Yoon

Metacognitive Experiences and the Intricacies of Setting People Straight: Implications for Debiasing and Public Information Campaigns

Publisher Summary This chapter describes the role of metacognitive experiences in judgment and decision making, and explores their implications for debiasing strategies and public information campaigns. Human reasoning is accompanied by a variety of metacognitive experiences, which provide experiential information that people systematically use in forming a judgment. These experiences qualify the implications of accessible declarative information, with the result that peoples judgments can only be predicted by taking the interplay of declarative and experiential information into account. The chapter emphasizes on two of these experiences—namely, the ease or difficulty with which information can be brought to mind and thoughts can be generated, and the fluency with which new information can be processed. Accessibility experiences refer to the ease or difficulty with which information can be recalled and thoughts can be generated. According to most models of judgment, an object should be evaluated more favorably when many positive attributes are brought to mind, should consider an event more likely when many reasons are generated for its occurrence, and so on.

A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments

Functional magnetic resonance imaging (fMRI) was used to investigate whether semantic judgments about products and persons are processed similarly. Our results suggest they are not: comparisons of neural correlates of product versus human descriptor judgments indicated greater activation in the medial prefrontal cortex regions for persons; for products, activation was greater in the left inferior prefrontal cortex, an area known to be involved in object processing. These findings serve to challenge the view that processing of products and brands is akin to that of humans and set a precedent for the use of fMRI techniques in consumer neuroscience studies.

Age Differences in Consumers' Processing Strategies: An Investigation of Moderating Influences

Relative to younger adults, older adults appear to exhibit greater use of schema-based, as opposed to detailed, processing strategies. This relationship is investigated in an experimental study that examines the moderating influences of two marketing-relevant variables, incongruity of message items and optimal time of day. Signal detection analysis performed on recognition measures serves as basis for assessing strategy use. Both older and younger adults, during their optimal times of day (morning and evening respectively) engage in detailed processing, but this tendency is particularly pronounced for the elderly when exposed to high-incongruity cues. By contrast, during their nonoptimal time of day, older adults seem to rely on schema-based processing regardless of the level of incongruity, whereas younger adults remain relatively detailed in their processing strategies. Theoretical and practical implications for marketing are discussed. Copyright 1997 by the University of Chicago.

Individual differences in executive processing predict susceptibility to interference in verbal working memory.

Recent theories have suggested that resistance to interference is a unifying principle of executive function and that individual differences in interference may be explained by executive function (M. J. Kane & R. W. Engle, 2002). Measures of executive function, memory, and perceptual speed were obtained from 121 older adults (ages 63-82). We used structural equation modeling to investigate the relationships of these constructs with interference in a working memory task. Executive function was best described as two related subcomponent processes: shifting and updating goal-relevant representations and inhibition of proactive interference. These subcomponents were distinct from verbal and visual memory and speed. Individual differences in interference susceptibility and recollection were best predicted by shifting and updating and by resistance to proactive interference, and variability in familiarity was predicted by resistance to proactive interference and speed.

Ageing and the self-reference effect in memory

The present study investigates potential age differences in the self-reference effect. Young and older adults incidentally encoded adjectives by deciding whether the adjective described them, described another person (Experiments 1 & 2), was a trait they found desirable (Experiment 3), or was presented in upper case. Like young adults, older adults exhibited superior recognition for self-referenced items relative to the items encoded with the alternate orienting tasks, but self-referencing did not restore their memory to the level of young adults. Furthermore, the self-reference effect was more limited for older adults. Amount of cognitive resource influenced how much older adults benefit from self-referencing, and older adults appeared to extend the strategy less flexibly than young adults. Self-referencing improves older adults’ memory, but its benefits are circumscribed despite the social and personally relevant nature of the task.

Category Norms as a Function of Culture and Age: Comparisons of Item Responses to 105 Categories by American and Chinese Adults

Understanding how aging influences cognition across different cultures has been hindered by a lack of standardized, cross-referenced verbal stimuli. This study introduces a database of such item-level stimuli for both younger and older adults, in China and the United States, and makes 3 distinct contributions. First, the authors specify which item categories generalize across age and/or cultural groups, rigorously quantifying differences among them. Second, they introduce novel, powerful methods to measure between-group differences in freely generated ranked data, the rank-ordered logit model and Hellinger Affinity. Finally, a broad archive of tested, cross-linguistic stimuli is now freely available to researchers: data, similarity measures, and all stimulus materials for 105 categories and 4 culture-by-age groups, comprising over 10,000 fully translated unique item responses.

Age-related stereotypes : A comparison of american and chinese cultures

Background: It is commonly assumed that age-related stereotypes are more positive in East Asian cultures compared to Western cultures. However, research conducted in Western cultures has demonstrated that age-related stereotypes are multidimensional and their valence is content-dependent. Objective: In this study we investigated stereotypes about young and old adults, held by both young and old in the US and in China by focusing on the valence of age stereotypes across two content domains: social/emotional and mental/physical. The goal was to identify whether there were any cultural differences in age-related stereotypes in Chinese and American cultures. Methods: Both young and old Chinese and American participants were asked to describe typical young and typical old people. All responses were then coded for valence (positive/negative/neutral) and for content (mental/physical, social/emotional, other). Descriptors about young and old people were initially analyzed separately; then data were integrated to examine group tendencies to be more positive or negative for each target age group. Results: In both cultures, stereotypes reflected a shift from more positive to increasingly negative views of mental and physical traits as a function of aging. In social and emotional domains, stereotypes regarding old and young adults were relatively neutral, except for a small positive bias found among the young Chinese adults for both target age groups. Conclusion: Our results indicate that age-related beliefs regarding typical older adults are similar across East-Asian and Western cultures and that a global positive bias for old age in East-Asia is absent.

A Sales Force-Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging

The goal of this article is to develop a new theory-driven scale for measuring salespeoples interpersonal-mentalizing skills—that is, a salespersons ability to “read the minds” of customers in the sense of first recognizing customer intentionality and processing subtle interpersonal cues and then adjusting volitions accordingly. Drawing from research on autism and neuroscience, the authors develop a model of brain functioning that differentiates better-skilled from less-skilled interpersonal mentalizers. They establish the convergent, discriminant, concurrent, predictive, and nomological validities of measures of the scale using four methods in four separate studies: confirmatory factor analysis, structural equation models, multitrait–multimethod matrix procedures, and functional magnetic resonance imaging. The study is one of the first to test the validity of measures of a scale not only in traditional ways but also by adopting procedures from neuroscience.

The Dopamine D4 Receptor Gene (DRD4) Moderates Cultural Difference in Independent Versus Interdependent Social Orientation

Prior research suggests that cultural groups vary on an overarching dimension of independent versus interdependent social orientation, with European Americans being more independent, or less interdependent, than Asians. Drawing on recent evidence suggesting that the dopamine D4 receptor gene (DRD4) plays a role in modulating cultural learning, we predicted that carriers of DRD4 polymorphisms linked to increased dopamine signaling (7- or 2-repeat alleles) would show higher levels of culturally dominant social orientations, compared with noncarriers. European Americans and Asian-born Asians (total N = 398) reported their social orientation on multiple scales. They were also genotyped for DRD4. As in earlier work, European Americans were more independent, and Asian-born Asians more interdependent. This cultural difference was significantly more pronounced for carriers of the 7- or 2-repeat alleles than for noncarriers. Indeed, no cultural difference was apparent among the noncarriers. Implications for potential coevolution of genes and culture are discussed.

Consumer Neuroscience: Applications, Challenges, and Possible Solutions

The first decade of consumer neuroscience research has produced groundbreaking work in identifying the basic neural processes underlying human judgment and decision making, with the majority of such studies published in neuroscience journals and influencing models of brain function. Yet for the field of consumer neuroscience to thrive in the next decade, the current emphasis on basic science research must be extended into marketing theory and practice. The authors suggest five concrete ways that neuroscientific methods can be fruitfully applied to marketing. They then outline three fundamental challenges facing consumer neuroscientists and offer potential solutions for addressing them. The authors conclude by describing how consumer neuroscience can become an important complement to research and practice in marketing.