R.B. van Baaren

The Forest, the Trees, and the Chameleon: Context Dependence and Mimicry.

Three studies examined the relation between context dependence in information processing and behavioral mimicry. In Experiment 1, a field-dependent cognitive style was related to a greater tendency to mimic a targets behavior. In Experiment 2 context dependence was experimentally manipulated, and results showed more mimicry in the session where a context-dependent processing style was induced compared with the session where a context-independent processing style was induced. Experiment 3 provided evidence for bidirectionality in the relation between context dependence and mimicry. Specifically, participants whose posture and behavior had been unobtrusively mimicked by an experimenter subsequently processed information in a more context-dependent manner than did nonmimicked participants. Taken together, these results illustrate the interplay between basic cognitive and behavioral processes.

Exposure to soda commercials affects sugar-sweetened soda consumption in young women. An observational experimental study

The present study examines the direct effects of television commercials advertising soda on actual sugar-sweetened soda consumption among young women. An experimental-observational study design was used, in which 51 female students (ages 18-29) were exposed to a 35-min movie clip, interrupted by two commercial breaks consisting of soda or water commercials. Their actual soda consumption while watching the movie clip was examined. An analysis of variance was used to examine the effects of commercial condition on soda consumption. Thirst and first glass consumed before the first commercial break were added as covariates in the analyses. Results indicated that participants assigned to the condition with soda commercials consumed 1.3 ounces more soda than participants in the water commercial condition. Exposure to soda commercials while watching a movie can have a strong influence on increasing sugar-sweetened soda consumption in young women.

Increasing first-time blood donation of newly registered donors using implementation intentions and explicit commitment techniques.

Most blood donors stop donating blood at the beginning of their donor career. This intervention study aims to increase first‐time return behaviour of newly registered donors using implementation intentions and explicit commitment techniques.

Exposure to movie smoking, antismoking ads, and smoking intensity: An experimental study with a factorial design

Background This study examines whether smoking portrayal in movies or antismoking advertisements affect smoking intensity among young adults. Methods We conducted an experimental study in which 84 smokers were randomly assigned using a two (no-smoking versus smoking portrayal in the movie) by three (two prosocial ads, two antismoking ads or one of each) factorial design. Participants viewed a 60-minute movie with two commercial breaks and afterwards completed a questionnaire. Smoking during the session was allowed and observed. Results Exposure to the movie with smoking had no effect on smoking intensity. Those who viewed two antismoking ads had significantly lower smoking intensity compared with those who viewed two prosocial ads. There was no interaction between movie smoking and antismoking ads. Baseline CO (carbon monoxide) level had the largest effect on smoking intensity. Conclusion These findings provide further evidence to support antismoking ads placed with movies because of their possible effect on young adult smoking behaviour. However, caution is warranted, because nicotine dependence appears to be the primary predictor of smoking intensity among young adult smokers in this study.

Characteristics of donors who do or do not return to give blood and barriers to their return.

BACKGROUND In the Netherlands about 50% of whole blood donors return to give blood after an invitation to donate. This study aimed to investigate the characteristics of donor return behaviour and to gain insight into the barriers to blood donation reported by the donors themselves. MATERIALS AND METHODS A total of 4,901 whole blood donors were invited to donate in week 39 of 2009. Barriers mentioned by donors who informed the blood bank for not donating were registered for 1 month. Logistic regression analyses assessed relevant characteristics of return behaviour, such as age and blood type, in men and women separately. RESULTS Of the invited donors, 55% returned to give a donation, whereas 45% did not return. Male donors were more likely to return when they were older, had a higher previous return rate and had no past deferrals. The same pattern was found among women, but was less strong. The main barriers were: time constraints (35%), preference to postpone donation due to general physical problems although being eligible to donate (29%), and being ineligible to donate due to medical deferral criteria (9%). DISCUSSION Specific donor characteristics are associated with return behaviour. Not donating due to time constraints could mean that donors do not feel the urgency of donating blood. Interventions targeted to increase commitment among specific donor groups should be tested further.

Self‐construal and values expressed in advertising

People differ in the extent to which they feel psychologically connected and close to others. Whereas some people are individualistic and value uniqueness, other people are intrinsically more social and value belongingness to a greater extent. The present study investigated whether these different types of self‐construal and values expressed in advertisements relate to brand choice. The data indicate that values expressed in advertisements congruent with chronic self‐construal correlate with brand preference more than advertisements emphasizing values incongruent with chronic self‐construal. People prefer advertisements that express values congruent with their self‐construal.