Naoki Kugihara

The effect of implicit perceived deceptiveness on attitudes toward advertisements : Measuring perceived deceptiveness, using the Go/No-go Association Task

In this research, we measured implicit perceived deceptiveness through the Go/ No-go Association Task (GNAT), which is an implicit measure developed by Nosek and Banaji (2001). We also examined the task’s validity, so as to counter the deceptiveness that could be elicited by the measurement of deceptiveness through a questionnaire. In the experiment, we measured implicit perceived deceptiveness, explicit perceived deceptiveness, brand attitude, and product evaluation, based on an advertisement, then examined the relationships between these variables. Explicit deceptiveness was measured through a free writing task relating to the advertisement, so as to avoid arousing the participants’ suspicions. A correlation analysis did not indicate a correlation between implicit perceived deceptiveness and explicit perceived deceptiveness. In addition, a hierarchical multiple regression analysis showed that implicit perceived deceptiveness did not influence brand attitude; instead, the former was found to influence product evaluation. Implicit perceived deceptiveness, as measured through the GNAT, was shown to be partially valid.

Effects of Labeling and Group Category of Evaluators on Evaluations of Aggression.

This study investigated whether the effect of labeling on people’s evaluation of aggression varies according to the group category of the evaluators (i.e., whether they are ingroup members or third parties). Two labeling strategies—the negative labeling of victims (NL strategy) and the positive labeling of aggressors (PL strategy)–were adopted. We conducted an experiment using the hot sauce paradigm, as a way to assess aggressive intent that includes behavioral measures of evaluations. The results suggested that the NL strategy causes ingroup members to evaluate aggression in a more positive light, while the PL strategy has the same effect but on third parties instead. Thus, labeling strategies may increase the severity of aggressors’ reaction and could also be a factor that can escalate a war or conflict.