Larissa Vingilis-Jaremko

Experimental examination of the effects of televised motor vehicle commercials on risk-positive attitudes, emotions and risky driving inclinations

PURPOSE This study examined the short-term effects of risky driving motor vehicle television commercials on risk-positive attitudes, emotions and risky driving inclinations in video-simulated critical road traffic situations among males and females, within an experimental design. METHOD Participants were randomly assigned to one of three televised commercial advertising conditions embedded in a television show: a risky driving motor vehicle commercial condition, a non-risky driving motor vehicle commercial condition and a control non-motor vehicle commercial condition. Participants subsequently completed the Implicit Attitude Test (IAT) to measure risk-positive attitudes, Driver Thrill Seeking Scale (DTSS) to measure risk-positive emotions and the Vienna Risk-Taking Test - Traffic (WRBTV) to measure risky driving inclinations. RESULTS ANOVA analyses indicated that type of commercial participants watched did not affect their performance on the IAT, DTSS or WRBTV. However, a main effect of heightened risk-positive emotions and risky driving inclinations was found for males. DISCUSSION Despite public and governmental concern that risky driving motor vehicle commercials may increase the likelihood that people exposed to these commercials engage in risky driving, this experimental study found no immediate effect of brief exposure to a risky driving motor vehicle commercial on risk-positive attitudes, emotions or risky driving inclinations. Subsequent research should examine the effects of cumulative exposure to risky driving motor vehicle television commercials and print advertisements.

The Influence of Averageness on Adults’ Perceptions of Attractiveness: The Effect of Early Visual Deprivation:

Adults who missed early visual input because of congenital cataracts later have deficits in many aspects of face processing. Here we investigated whether they make normal judgments of facial attractiveness. In particular, we studied whether their perceptions are affected normally by a face’s proximity to the population mean, as is true of typically developing adults, who find average faces to be more attractive than most other faces. We compared the judgments of facial attractiveness of 12 cataract-reversal patients to norms established from 36 adults with normal vision. Participants viewed pairs of adult male and adult female faces that had been transformed 50% toward and 50% away from their respective group averages, and selected which face was more attractive. Averageness influenced patients’ judgments of attractiveness, but to a lesser extent than controls. The results suggest that cataract-reversal patients are able to develop a system for representing faces with a privileged position for an average face, consistent with evidence from identity aftereffects. However, early visual experience is necessary to set up the neural architecture necessary for averageness to influence perceptions of attractiveness with its normal potency.