TY  - JOUR
A1  - Hommers, Wilfried
A1  - Lewand, Martin
A1  - Ehrmann, Dominic
T1  - Testing the moral algebra of two Kohlbergian informers
JF  - Psícologica
N2  - This paper seeks to unify two major theories of moral judgment: Kohlberg's stage theory and Anderson's moral information integration theory. Subjects were told about thoughts of actors in Kohlberg's classic altruistic Heinz dilemma and in a new egoistical dilemma. These actors's thoughts represented Kohlberg's stages I (Personal Risk) and IV (Societal Risk) and had three levels, High, Medium, and Low. They were presented singly and in a 3 x 3 integration design. Subjects judged how many months of prison the actor deserved. The data supported the averaging model of moral integration theory, whereas Kohlberg's theory has no way to handle the integration problem. Following this, subjects ranked statements related to Kohlberg's first four stages in a procedure similar to that of Rest (1975). Higher score went with larger effect of Societal Risk as predicted by Kohlberg's theory. But contrary to Kohlberg's theory, no age trends were found. Also strongly contrary to Kohlberg's theory, effects of Personal Risk (Stage I) and Societal Risk (Stage IV) correlated positively.
KW  - integration
KW  - information
KW  - judgements
KW  - intent
KW  - damage
KW  - rules
Y1  - 2012
U6  - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-133917
VL  - 33
IS  - 3
ER  - 
TY  - JOUR
A1  - Topolinski, Sascha
A1  - Zürn, Michael
A1  - Schneider, Iris K.
T1  - What's in and what's out in branding? A novel articulation effect for brand names
JF  - Frontiers in Psychology
N2  - 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).
KW  - phonetic symbolism
KW  - moderating role
KW  - judgements
KW  - behavior
KW  - phonation
KW  - branding
KW  - articulation
KW  - sound symbolism
KW  - embodiment
KW  - phasic affective modulation
KW  - processing fluency
KW  - semantic coherence
KW  - affective consequences
KW  - consumers
KW  - intuition
Y1  - 2015
U6  - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-143036
VL  - 6
IS  - 585
ER  -