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Regulatory focus (RF) theory (Higgins, 1997) states that individuals follow different strategic concerns when focusing on gains (promotion) rather than losses (prevention). Applying the Reflective-Impulsive Model (RIM, Strack & Deutsch, 2004), this dissertation investigates RF’s influence on basic information processing, specifically semantic processing (Study 1), semantic (Study 2) and affective (Study 3) associative priming, and basic reflective operations (Studies 4-7). Study 1 showed no effect of RF on pre-activation of RF-related semantic concepts in a lexical decision task (LDT). Study 2 indicated that primes fitting a promotion focus improve performance in a LDT for chronically promotion-focused individuals, but not chronically prevention-focused individuals. However, the latter performed better when targets fit their focus. Stronger affect and arousal after processing valent words fitting an RF may explain this pattern. Study 3 showed some evidence for stronger priming effects for negative primes in a bona-fide pipeline task (Fazio et al., 1995) for chronically prevention-focused participants, while also providing evidence that situational prevention focus insulates individuals from misattributing the valence of simple primes. Studies 4-7 showed that a strong chronic prevention focus leads to greater negation effects for valent primes in an Affect Misattribution Procedure (Payne et al., 2005), especially when it fits the situation. Furthermore, Study 6 showed that these effects result from stronger weighting of negated valence rather than greater ease in negation. Study 7 showed that the increased negation effect is independent of time pressure. Broad implications are discussed, including how RF effects on basic processing may explain higher-order RF effects.
Fremdschämen or Fremdscham, a negative emotion which arises while observing someone behave inappropriately, comes to fame after the turn of the millennium in german speaking countries. There, they name it literally „other‘s shame“ and it becomes obvious that this emotion happens most commonly while watching TV: reality shows, talent shows and bad comedies. The word even makes it to the dictionaries starting 2009, as its use increases unstoppably in everyday language, starting to get used in more and more situations, seemingly as a synonym of embarrassing or shameful. Still, a look in the emotional research on the subject returns exactly zero results as of 2011, leaving open the question as of what this emotion might be, and what it is not. The present wort aims at explaining not only the phenomenon of Fremdschämen, but also the Emotion behind it - Embarrassment -, at a process level.