14406
2015
eng
134
6
article
1
2017-02-08
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Corrugator activity confirms immediate negative affect in surprise
The emotion of surprise entails a complex of immediate responses, such as cognitive interruption, attention allocation to, and more systematic processing of the surprising stimulus. All these processes serve the ultimate function to increase processing depth and thus cognitively master the surprising stimulus. The present account introduces phasic negative affect as the underlying mechanism responsible for this switch in operating mode. Surprising stimuli are schema discrepant and thus entail cognitive disfluency, which elicits immediate negative affect. This affect in turn works like a phasic cognitive tuning switching the current processing mode from more automatic and heuristic to more systematic and reflective processing. Directly testing the initial elicitation of negative affect by surprising events, the present experiment presented high and low surprising neutral trivia statements to N = 28 participants while assessing their spontaneous facial expressions via facial electromyography. High compared to low surprising trivia elicited higher corrugator activity, indicative of negative affect and mental effort, while leaving zygomaticus (positive affect) and frontalis (cultural surprise expression) activity unaffected. Future research shall investigate the mediating role of negative affect in eliciting surprise-related outcomes.
Frontiers in Psychology
10.3389/fpsyg.2015.00134
urn:nbn:de:bvb:20-opus-144068
Frontiers in Psychology (2015) Vol. 6, Article 134. DOI: 10.3389/fpsyg.2015.00134
CC BY: Creative-Commons-Lizenz: Namensnennung 4.0 International
Sascha Topolinski
Fritz Strack
eng
uncontrolled
phasic affective modulation
eng
uncontrolled
processing fluency
eng
uncontrolled
intuition
eng
uncontrolled
surprise
eng
uncontrolled
EMG
eng
uncontrolled
elevator EMG activity
eng
uncontrolled
facial expressions
eng
uncontrolled
semantic coherence
eng
uncontrolled
emotion
eng
uncontrolled
judgments
eng
uncontrolled
attention
eng
uncontrolled
memory
eng
uncontrolled
affect
eng
uncontrolled
expectancy
Psychologie
open_access
Institut für Psychologie
Universität Würzburg
https://opus.bibliothek.uni-wuerzburg.de/files/14406/052_Topolinski_Frontiers_in_Psychology.pdf
14303
2015
eng
585
6
article
1
2017-01-19
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What's in and what's out in branding? A novel articulation effect for brand names
The present approach exploits the biomechanical connection between articulation and ingestion-related mouth movements to introduce a novel psychological principle of brand name design. We constructed brand names for diverse products with consonantal stricture spots either from the front to the rear of the mouth, thus inwards (e.g., BODIKA), or from the rear to the front, thus outwards (e.g., KODIBA). These muscle dynamics resemble the oral kinematics during either ingestion (inwards), which feels positive, or expectoration (outwards), which feels negative. In 7 experiments (total N = 1261), participants liked products with inward names more than products with outward names (Experiment 1), reported higher purchase intentions (Experiment 2), and higher willingness-to-pay (Experiments 3a-3c, 4, 5), with the price gain amounting to 4-13% of the average estimated product value. These effects occurred across English and German language, under silent reading, for both edible and non-edible products, and even in the presence of a much stronger price determinant, namely fair-trade production (Experiment 5).
Frontiers in Psychology
10.3389/fpsyg.2015.00585
urn:nbn:de:bvb:20-opus-143036
Frontiers in Psychology 6:585 (2015). DOI: 10.3389/fpsyg.2015.00585
CC BY: Creative-Commons-Lizenz: Namensnennung 4.0 International
Sascha Topolinski
Michael Zürn
Iris K. Schneider
eng
uncontrolled
phonetic symbolism
eng
uncontrolled
moderating role
eng
uncontrolled
judgements
eng
uncontrolled
behavior
eng
uncontrolled
phonation
eng
uncontrolled
branding
eng
uncontrolled
articulation
eng
uncontrolled
sound symbolism
eng
uncontrolled
embodiment
eng
uncontrolled
phasic affective modulation
eng
uncontrolled
processing fluency
eng
uncontrolled
semantic coherence
eng
uncontrolled
affective consequences
eng
uncontrolled
consumers
eng
uncontrolled
intuition
Psychologie
open_access
Institut für Psychologie
Universität Würzburg
https://opus.bibliothek.uni-wuerzburg.de/files/14303/002_Topolinski_FRONTIERS-IN-PSYCHOLOGY.pdf