TY - JOUR A1 - Topolinski, Sascha A1 - Strack, Fritz T1 - Corrugator activity confirms immediate negative affect in surprise JF - Frontiers in Psychology N2 - 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. KW - phasic affective modulation KW - processing fluency KW - intuition KW - surprise KW - EMG KW - elevator EMG activity KW - facial expressions KW - semantic coherence KW - emotion KW - judgments KW - attention KW - memory KW - affect KW - expectancy Y1 - 2015 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:20-opus-144068 VL - 6 IS - 134 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 -