Punam Anand

Ease of Message Processing as a Moderator of Repetition Effects in Advertising

The study suggests that the effect of repeated advertising exposures on brand evaluations is moderated by the ease with which the advertising message is processed. Increasing exposures enhanced the...

The Formation of Affective Judgments: The Cognitive-Affective Model versus the Independence Hypothesis

A dichotic listening task within the context of hemispheric specialization provides evidence for enhanced affective responses toward correctly recognized stimuli and toward words transmitted to the right ear and music transmitted to the left ear. These findings appear to support the cognitive-affective model over the independence hypothesis.

The Effect of Vivid Attributes on the Evaluation of Alternatives: The Role of Differential Attention and Cognitive Elaboration

The differential attention model and the cognitive elaboration model suggest vivid information has certain properties that exert greater influence on attitudinal judgments than does nonvivid information. To test these models, subjects evaluated alternatives described in terms of vivid and nonvivid attributes and elaborated on the material in high and low elaboration conditions. Our results demonstrate disproportionate influence for vivid versus nonvivid attributes included in the same description only in the high elaboration condition. Findings suggest that cognitive elaboration may be a necessary condition to produce an effect for vividness on attitudes.

Effects of Tempo and Situational Arousal on the Listener's Perceptual and Affective Responses to Music

Based on previous research, this study formulates hypotheses concerning (1) the psychophysical relationship between musical tempo and perceived activity, (2) a nonmonotonic hedonic effect of musical tempo on affective responses, and (3) a shift in this preference function due to differences in situational arousal. An experiment manipulates tempo in the same piece ot music at 14 different speeds varying by equal percentage increases. T he findings appear to support (1) a strong psychophysical relationship between a multi-item index of perceived activity and the logarithm of musical tempo, (2) a nonmonotonic hedonic curve wherein affective responses reach their most favourable peak at an intermediate level of musical tempo, and (3) a sympathic shift of this single-peaked preference function to the right with increases in situational arousal.

The effect of imagery on information processing strategy in a multiattribute choice task

Two experiments were conducted to assess the effects of imagery instructions on information processing in a multiattribute choice task. Subjects were instructed to imagine owning and using alternatives or to avoid the use of imagery and to evaluate alternatives in a more analytical manner. Instructions to use imagery produced relatively more processing by alternative. In addition, imagery instructions appeared to encourage subjects to gather more information per alternative and to gather a constant amount of information per alternative. The data also support the claim that level of familiarity affects processing strategy.

Perceptual fluency and affect without recognition

A dichotic listening task was used to investigate the affect-without-recognition phenomenon. Subjects performed a distractor task by responding to the information presented in one ear while ignoring the target information presented in the other ear. The subjects’ recognition of and affect toward the target information as well as toward foils was measured. The results offer evidence for the affect-without-recognition phenomenon. Furthermore, the data suggest that the subjects’ affect toward the stimuli depended primarily on the extent to which the stimuli were perceived as familiar (i.e., subjective familiarity), and this perception was influenced by the ear in which the distractor or the target information was presented. These data are interpreted in terms of current models of recognition memory and hemispheric lateralization.

The Effects of Program Involvement and Ease of Message Counterarguing on Advertising Persuasiveness

We investigated the effect of program involvement on the persuasive impact of an advertising message placed within the program. We found that an increase in program involvement enhanced the persuasive impact of an easy-to-coun-terargue advertising message and reduced the impact of a difficult-to-coun-terargue advertising message. These findings suggest that program environments generally have similar effects on the persuasiveness of contiguously presented advertising messages, as have been observed for distractors on concurrent message presentations. The implications of these findings for advertising theory and practice are discussed.

The Effects of Situation, Sequence, and Features on Perceptual and Affective Responses to Product Designs: The Case of Aesthetic Consumption

This article proposes a general model in which various situational and sequential aspects of consumer behavior combine with features of a product to determine perceptions and their affective consequences. It illustrates this model by means of an example from applied empirical aesthetics and investigates the effects of tempo on perceptual and affective aesthetic responses to music. In particular, a new analysis of some data drawn from consumer aesthetics demonstrates the intervening role of perceived activity in mediating the effects of musical tempo on affect across a sequence of listening experiences at different levels of situational arousal.

The convergent validity of dichotic listening and hemispheric priming as methods for studying lateralized differences in affective responses

This study investigates affective responses toward the text and music of an advertisement presented via a task involving either dichotic listening or hemispheric priming. The data indicate that affect toward the text and music does differ due to the efficiency of hemispheric specialization and that this pattern of results remains consistent across the two methods for studying lateralized differences. Specifically, the methods based on dichotic listening and hemispheric priming performed similarly in demonstrating the tendency of left-versus right-brain processing to favor words versus music, respectively. These convergent findings compensate, in part, for certain weaknesses in the apparent internal and external validities of the two approaches by supporting the reliability and generalizability of each method in producing results that corroborate those of the other.