Walter C. Swap

Effect of Extreme Exposure Frequencies on Different Affective Ratings of Stimuli

Two experiments examined the effects of extreme number of exposures on reactions to stimuli rated on several dimensions. The first experiment gave a positive monotone relationship between affective ratings on the GOOD-BAD scale and the frequency of stimulus exposure, with frequencies as high as 243. The second experiment obtained ratings for the same exposure frequencies on four scales, some of which measured affinitive approach while others measured exploratory approach reactions. The former tended to show an increase with frequency of exposure and the latter a decrease. Theoretical analysis attempted to reconcile experimental evidence which indicates increasing affect with increasing exposure and evidence for an inverted-U relationship.

When prosocial behavior becomes altruistic: An attributional analysis

Guided by Jones and Davis’ (1965) theory of correspondent inferences, an experiment was conducted to explore the conditions under which prosocial behavior is attributed to altruism. Some 14 vignettes were constructed to vary aspects of five general dimensions believed to underlie perceptions of altruistic behavior: Benefits or costs to the actor or the actor’s close kin; benefits to the recipient of help; behavior extending beyond usual helping roles and norms; intentionality of helping; and planful versus spontaneous helping. A total of 164 respondents evaluated the actor and his or her behavior on scales measuring altruism and praiseworthiness. As hypothesized, the first four dimensions consistently predicted judgments of altruism, while the fifth did not. Strengths and shortcomings of the vignette approach are discussed, as are directions for subsequent research.