An investigation into automatic imitation: Comparing live and video setups, the effect of prior training and the influence on affective empathy
subject: automatic imitation, empathy, imitation training, inhibition training, mirror neuron system, self-other distinction
description: If decreased Automatic Imitation(AI) improves empathetic abilities, then selfother distinction processes are probably the mediating factor between imitation and empathy. But if increased AI improves empathy, then probably imitation is at the core of the socio-cognitive functions. Until now, it was shown that decreased AI improved visual perspective taking, corticospinal empathy and self-reported empathy. Also, the studies until now focus on video AI stimuli. But to understand whether AI has a more direct relation to mimicry, I developed also live paradigm. My research questions were firstly, what effect will imitation training and inhibition training have on AI. Secondly, whether live stimuli AI will have the same effects on AI testing (inhibition versus imitation) and arousal empathy testing. Thirdly, whether the effects are transferable on arousal empathy. As expected, there was a significant decrease of AI in the video inhibition condition in comparison to the video imitation condition. Unexpectedly, a significant, but weak increase in arousal empathy was observed in the video imitation condition and not in the video inhibition group. The difference in AI and arousal empathy between the life imitation group and the life inhibition group were not significant. The results give a new perspective on the topic of AI. If the results can be reproduced by more studies, then probably imitation is more important than self-other distinction processes or maybe arousal empathy is different from other forms of empathy. Finally, the insignificant results in the life imitation versus life inhibition training indicate that there are maybe confounding factors in live AI research or that the video AI designs are more artificial than it is assumed.
creator: Evangelos Baltatzis
source: Participants Sixty(N=60) participants were recruited in a two-by-two factorial design, and divided equally among two between-subject factors. The first factor is Stimulus, whereby AI will be measured in response hand actions performed by an experimenter sat across a table from the participant (Live) or to the actor’s pre-recorded hand-action stimuli presented on a monitor. The second factor is Training, whereby participants will undertake a brief period of imitating the actions of the live or videoed handaction stimuli (IMI) or performing the opposite actions (IMI-IN). The participants were recruited from students of the University of Lancaster. Random selection could not be used, because of practical and logistical difficulties. Hence, most of the participants were Masters students and some were PhD students. The participants were either friends and acquaintances or they had the motivation to win a 10 pounds amazon voucher. In many cases they had the motivation to participate in my study, because they also wanted me to participate in their study. Firstly, we conducted the experiments with the video paradigm (15 participants in the imitation training condition and 15 participants in the inhibition training condition) and then we conducted the experiments of the live paradigm (15 participants in the imitation training condition and 15 participants in the inhibition training condition). We use random assignment for the recruitment in the training condition, thusly, every participant was randomly assigned in either the imitation training or in the inhibition training condition. For instance, we did not conduct first 15 experiments in the imitation training condition and then 15 experiments in the inhibition training condition, but every participant was in a different training condition. Nevertheless, one possible limitation may be that we did not do the same for the stimulus condition, as we conducted first the experiments of the video condition and then the experiment…
publisher: Lancaster University
date: 2017
contributor: Rebecca James
rights: Open
relation: None
format: Data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

The effects of ambient temperature on aggressive cognitions
subject: Ambient, temperature, aggression Linear mixed effects modelling, regression, correlation
description: The world is getting warmer and it is of interest to researchers to explore how changes in temperature experience affect human behaviour. The heat hypothesis suggests that an increase in heat is associated with an increase in antisocial behaviour (e.g. violence, aggression). However social embodiment studies have also demonstrated hotter temperatures to be associated with less antisocial behaviour (e.g. greater gift giving). This study investigated whether higher ambient temperatures are associated with more or less antisocial responding using a controlled laboratory approach. Participants were placed into either a cold room or a hot room whilst they completed two tasks that implicitly measured the accessibility of aggressive cognitions. Using a combination of linear mixed effects analyses and regression analyses, the results demonstrated that there was no significant difference between the two temperature conditions concerning the accessibility of aggressive cognitions in a lexical decision go/no-go task and a word fragment completion task. Consequently the heat hypothesis and theories based upon a social embodiment framework were not supported in this case. Possible alternative explanations and limitations of the study are discussed regarding the inconsistent results to that proposed by particular theoretical frameworks and illustrated in previous research. Directions for future research are suggested in light of the present findings.
creator: Melissa Barclay
source: Participants In total, 65 participants took part in this study. Unfortunately the preregistered sample size figure of 120 participants was unable to be reached due to recruitment limitations. Participants were recruited via Lancaster University’s SONA system, via adverts, were friends of the researcher or were recruited on an opportunistic basis around the Lancaster University campus. As a reward for participating, participants were entered into a prize draw to win one of 12 £10 Amazon vouchers. Participants were excluded if they met any of several a priori agreed upon rules for exclusion: (a) non-native English speaker, or (b) made a connection in the debrief section between the room temperature and aggression measurements. Three participants were excluded from the analyses on this basis. Therefore 62 participants data remained in the analyses. Demographic information was obtained using questions on the Qualtrics survey (Qualtrics, Provo, UT). The mean age of participants was 25.29 years (SD = 8.83; 43 female, 19 male). It was preregistered that participants must be between 18 and 55 years of age however due to the prospect of increasing the sample size, the age range was increased to 18 to 60 years of age. Participants were randomly assigned to the cold condition (n = 31) or the hot condition (n = 31). Materials Lexical decision go/no-go task. A lexical decision go/no-go task was used to gauge the accessibility of aggressive cognitions. The standard lexical decision task (LDT) is an indirect measure of semantic activation of specific constructs (e.g. aggression) and is an excellent method to assess the activation of such semantic networks (Marsh & Landau, 1995; see Parrott, Zeichner & Evces, 2005). Advantageously, as the task does not require conscious expression, it is not easily affected by demand characteristics (see Greitemeyer & Osswald, 2011). The LDT task was used in conjunction with a go/no-go response whereby participants are instructed to respond as quic…
publisher: Lancaster University
date: 2015
contributor: Ellie Ball
rights: Open
relation: None
format: Data/Excel.csv
language: English
type: Data
coverage: LA1 4YF

Contrast polarity of a stimulus does not affect the cueing effect
subject: Gaze cueing Contrast polarity Gaze perception
description: According to the contrast polarity effect, people’s attention is sensitive to dark objects within light backgrounds. According to the gaze-cueing effect, a human gaze shift attracts people’s attention towards the direction of the darker region of the observed eyes, thus the gaze-cueing effect depends on the contrast polarity of the observed eyes. Therefore, a human gaze is perceived as a darker spot within a lighter background. In the present study, combining the contrast polarity effect and the gaze-cueing effect we examined whether the colour contrast between a black and a white square that suddenly flip on a computer screen can have a similar effect to that of gaze-cueing. The prediction was that participants would perceive the side where the black square moved after the flipping as attentional cue, therefore when an object appeared on the side that the black square moved, reaction times would be shorter compared to when the object appeared on the opposite side. The results showed that reaction times in the two conditions did not differ significantly. Thus, the contrast polarity of a stimulus does not affect the cueing effect.
creator: Eleni Sevastopoulou
source: The experiment was conducted using a single within-subject design. The independent variable was the cue congruency, which consisted of two conditions: the object appeared either congruently or incongruently with the attentional cue. The dependent variable was the reaction times of the participants which were measured in millisecond (ms). Procedure. Each participant was tested individually in a quiet room at the library of Lancaster University. Participants were tested at different days and times, including morning and evening hours. The only people present in the room during the conduct of the experiment were the participant and the experimenter. In the beginning, participants were asked to read the experiment instructions from the computer screen and they were also given clarifications, if needed, by the researcher. Afterwards, the experiment started and two squares, one black and one white, sharing one side were presented on the screen for half a second. The side that the squares shared was located at the centre of the screen, therefore one square appeared on the left side of the screen and the other one on the right side of the screen. Then the squares flipped and changed position and the apparent motion of the two squares was the cue. One second after flipping, the squares disappeared and a picture of an object randomly appeared either on the left or on the right side of the screen for one more second. Afterwards, the object disappeared and the screen remained blank. The task of the participants was to press the appropriate keyboard button as fast and as accurately as possible, depending on the side of the screen where the object appeared. So, they had to press the «Q» button on the keyboard when the object appeared on the left side of the screen or the «P» button when the object appeared on the right side of the screen. They were given one second to respond to the object appearance. The sequence of the trials was the same for every participant. Each one of the …
publisher: Lancaster University
date: 2018
contributor: Ellie Ball
rights: Open
relation: None
format: data/Excel.csv
language: English
type: Data
coverage: LA1 4YF

Investigating the effects of dimensionality and referent variability on word learning in autism and typical development.
subject: Dimensionality, referent variability, word learning.
description: The ability to learn words from pictures could give children another forum to develop their lexical understanding and vocabulary. This is particularly important for children with developmental disorders such as Autism. This research investigated how word learning processes (referent selection, retention and generalisation) in autism and typical development are influenced by learning from pictures and objects, including single and multiple exemplars of symbols. The participants in this study were 16 typically developing children, M age=3.68, the TD group was composed of 7 males (43.75%) and 8 females (56.25%). And 16 children diagnosed with ASD, M age=9.37, 8 males (50%) and 8 females (50%). Participants looked at pictorial and object referents. This was to differentiate whether there was a preference in word acquisition and retention, depending on the structure of the stimuli. It was expected that word referent selection, retention and generalisation would be more accurate in the object condition compared to the picture condition, as participants would not be relying of picture-word-associations. Participants also examined words paired with either single or multiple exemplars of referents, to determine whether multiple exemplars of shaped matched referents would promote shape-based generalisation in the ASD group, which has been shown to be impaired (Hartley and Allen, 2014). It was expected that retention would be superior when learning directly from objects in both the ASD and TD groups, which was found in this research. We also anticipated that labelling from multiple exemplars, rather than single exemplars, may scaffold more consistent shape-based generalisation. We found that referent selection was more accurate in both groups in the multiple exemplar condition compared to the single exemplar condition. The implications of this research are that we can further understanding of how symbols or objects benefit word learning, retention and generalisation in ASD or …
creator: Fiona Smith
source: Participants The participants in this study were 16 minimally verbal children with ASD (M age = 10.42 years, SD = 3.29) and 16 typically developing children (M age = 3.64, SD = 1.64). Children with ASD were recruited from the specialist schools Dee Banks School in Chester, and Hinderton School in Ellesmere Port. Typically developing children were recruited via opportunity sampling, via the social media platform Facebook through advertisement. All the children with ASD received their diagnosis from a qualified clinical or educational psychologist. This was obtained using standardised instruments (i.e. Autism Diagnostic Observation Scale and Autism Diagnostic Interview—Revised; (Lord, Rutter & Le Couteur, 1994, Lord, Rutter, DiLavore & Risi, 2002) and expert judgment. Clinical diagnosis was confirmed for children with autism using the Childhood Autism Rating Scale (CARS; Schopler, Van Bourgondien, Wellman & Love, 2010), which was completed by a class teacher (Raw Score M score = 37.26, Raw Score range = 27 – 53.5). The ASD were tested for non-verbal vocabulary using the British Picture Vocabulary Scale (BPVS; Dunn, Dunn, Whetton, & Burley, 1997), which was conducted by the experimenter. Mean receptive vocabulary of children with autism was years 2.84 (range = 6 years – 2 years 4 months). Some of the children diagnosed with ASD who participated in this study were current PECS-users with impaired expressive language skills. Most of the children with ASD who participated in this study were functionally non-verbal (no spoken words), although, some produced speech of 1–2 words in length (however, much of this was echolalia) and one child could speak some short phrases over three words in length. Therefore, the sample was linguistically representative of children with ASD who receive and may benefit from picture-based communication interventions. Participants had 1–6 years’ experience of using PECS. When recruiting the children diagnosed with ASD, the experimenter emailed s…
publisher: Lancaster University
date: 2015
contributor: Rebecca James
rights: Open
relation: None
format: Data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

Sketch Mental Reinstatement of Context: A Comparison of Autistic and Typically Able Children’s Drawings
description: The increasing number of children coming into contact with the criminal justice system is prompting further research into interviewing children. There is a lack of research in the area of children with developmental disorders such as autism (Mcrory, Henry & Happe, 2007). As sketching is one of the domains in which children develop favourably in comparison to their age matched peers it could be utilised in order to gain the most information. Sketch MRC has been used on typically developing individuals and has been very beneficial for a variety of reasons such as; gives structure to narrative, lessens cognitive demand of interviewer and also lessens social demand of interview. This study aims to see whether content and style of the drawings of typically developing and autistic group are similar. Also correlating data in the sketch to data from the interview recall would give insight into how the act of drawing may be beneficial. A group of 30 children who were either typically developing or autistic were split into 3 groups depending on the results of BPVS 3 and RPM. All children watched a film stimulus and were then asked to recall as much information as possible in a sketch MRC condition. The drawings were then analysed. Autistic children’s sketches when compared with mental ability matched children showed similarities in; number of salient items, number of items drawn, representational detail, detail in human figure drawings, number of correct, incorrect and confabulation as well as accuracy. A regression model indicated correct number of items recalled in verbal transcript significantly predicted the correct number of items in the sketch. By presenting a significant relationship between number of correct items sketched and recalled it can be said the act of drawing is useful in the sketch MRC condition. This indicates that the sketch MRC condition is just as useful for the autistic individuals as it is for the TD individuals.
creator: Mehar-Un-Nissa Masood
source: A between subject’s experimental design was employed with two independent variables: Group, with two levels: (i) autistic, (ii) typically developed, and Mental ability: low, intermediate, and high. The dependent variable was the drawings which were produced during the interview and were coded using a top down coding scheme measuring the number of correct, incorrect, confabulated items of recall and accuracy. Content including representational detail of human figure drawing and what the individual focuses whether it is on people or the environment. Qualitative analysis attempts to uncover a range of issues such as; is structure used in the sketch, whether the sketches depict movement or a still image, the detail with which the items are drawn, and if the sketch demand interaction. Materials Film stimulus – Each child individually viewed a non-violent crime film exactly one minute in duration. The stimulus film was one which had been previously used in police training sessions. Keeping in mind ethical guidelines the clip shown had no abuse or violence. The film depicted a busy road with a roundabout, two people walk from around the corner and into a shop. Moments later the two individuals run out of the shop with another individual chasing after them. The clip then ends. The British Picture Vocabulary Scale: Third Edition (BPVS3) is used in order to act as a distracter task but also determine the child’s mental ability. The BPVS3 plays an important role in assessing a child’s receptive vocabulary, from 3 years up to 16 years of age. Ravens Progressive Matrices (RPM) is also required not only to act as a distracter task but also determine the child’s mental ability. The RPM is a nonverbal group test ranging from 5 year olds to the elderly. It consists of 60 multiple choice questions listed in order of difficulty. iPad was used to show children the film stimulus with approximately a 8-inch screen. The child was able to hold the iPad themselves to watch the film stimulus…
publisher: Lancaster University
date: 2013
contributor: Nicola Cook
language: English
type: Data
coverage: LA1 4YF

The Impact of Spatial Locations Involving Schema Representations on False Memories
subject: Schema, false memory, source monitoring, distinctiveness heuristic, object-location binding.
description: While numerous studies have investigated the effects of schema on false memories, few have looked at how schematic framework involving spatial locations have influenced levels of true and false memories in different age groups. For this study, two separate analyses were conducted; both analyses required participants to study four environment scenes, which contained schema- consistent objects that were placed in either schema-expected or schema-unexpected locations and schema- irrelevant objects. After each scene, a distractor task was presented, followed by the test scene. In the first analysis, false memory rates were examined by adding objects, which were not present during study, into test scenes; in the second analysis, false memory rates were assessed by shifting schema-consistent objects from a schema-expected to a schema-unexpected location or vice versa between study and test scene. In both analyses, target objects that remained in the same location for both study and test scenes assessed for true memories. Three different age groups were studied; younger children aged seven and eight, older children aged nine and ten, and adults who were university students. Results revealed that overall, adults were more schema-bound, and had significantly higher levels of true memories as well as significantly lower levels of false memories compared to younger and older children. Furthermore, schema-inconsistent objects attracted lower levels of false memories across all age groups. However, objects that shifted from a schema-unexpected to a schema-expected location yielded high false memories for object-location pairing. This study is of particular significance to the field of forensic psychology.
creator: Ji Yun Gan
source: The experiment was programmed using a computer software called Psyscript and was run on a Mac laptop. Four different environments were used during the experiment, which were a kitchen, a living room, an office and a bathroom. For the practice run, a separate image, which was a seminar room, was used. All the photographs used were standardized across all four environments, with each photograph being 1300 x 864 pixels, to ensure that the quality and clarity of each photograph was the same. To every environment image, three different versions were prepared for the study scene, ensuring that all six of the schema-relevant target objects had the opportunity to appear in a schema-unexpected location, a schema-expected location, or not being present at all. Moreover, to every version, two test scenes were prepared, to create a variation between which of the target objects that were initially placed in schema-relevant or schema-irrelevant locations during study phase would be shifted during the test scene. Figure 1a is an example of a bathroom scene during study phase and Figure 1b is an example of the test scene for that version. The program had been set to ensure that the sequence of the four different environment images would be pseudo-randomized for counterbalancing purposes, in which all the scenes were presented once, whereas the versions and test scenes selected were randomized. Moreover, the target objects that were circled during the test scenes were also pseudo-randomized, in which each object would only be circled once. For the practice run, both the study scene and the test scene were presented in a hardcopy form, which was laminated. Two separate slips of paper were prepared, one being “Was this object anywhere in this picture before?” for the participants allocated to the Presence condition, and “Was this object in this place before?” for the participants allocated to the Location condition. The paper slips containing the questions were left on the table for p…
publisher: Lancaster University
contributor: Rachel Coyle
language: English
coverage: LA1 4YF

Analogical transfer beyond the analog
subject: analogical transfer insight problem solving extra constraints developmental differences maximization of progress
description: Analogical problem solving involves transferring the method used to solve the base analog onto the target analog based on the structural similarity they share. Studies have found that Experts have no difficulty in solving domain specific analogical problems. While, novice problem solvers fail to solve such problems due to their difficulty in retrieving the base analog. Failure to recollect the correct base analog forces the problem solver to solve the problem in an act first think later manner. They use number of maximizing moves within the problem space to reach the goal state quickly. Use of such maximizing moves in solving analogical problems leads to an impasse, while alternative moves must be sought out. The current study tries to overcome the problem of retrieval of the correct base analog, by implementing an additional factor termed as extra constraint in solving analogical problem. These extra constraint acts in a manner which inhibit the problem solver from choosing problem moves that aim to maximizing their progress to reach the goal state which must essentially be avoided in analogical problem solving tasks. A secondary aim focuses on examining if there exists’ any difference between an adolescent problem solver and adult problem solver. Method: A total of 64 Participants within the age group of, 12-15 and 18-21 years were administered three problems (2 analogical and 1 non analogical). Results: Results demonstrate that the predictor variables (age or money) were not able to predict that participants from the older age category would perform better than the younger age group on any of the problems. Based on second aim, results showed that the older age group able to solve more problems successfully than the younger age group.
creator: Radhika Kuppanda
source: The test materials consisted of paper and pencil tasks (see appended booklet). Each Participant was provided with a booklet which consisted of a set of 5 problems, comprising three experimental tasks and two filler tasks. The first problem was the analogical source problem (sheep dog problem), followed by a filler task (anagram solution). The second problem was the transfer problem (9 ball problem), followed by a second filler task (algebra solution). The last problem was the non-analog problem (cheap necklace problem). There was space provided under each of the problems to allow the participant to work out the solution to each problem. Solutions to each of the problems were also given for the participants. Design and Procedure The study design comprised of a two between-subjects factors. The first factor is Age (12-15; 18-21 years). The second factor is Resource (£8 vs. £12). The dependent variable was the number of correct solutions. The aim of the research was to assess whether to two predictor variables, age and money would predict whether the participant would solve the problem correctly or incorrectly. As per the BPS rules, confidentiality and anonymity of participants were strictly maintained. The study was conducted in a classroom setting with 16 participants being administered the problems at a time. Each participant from each age group was first assigned to low or high resource conditions. 50 % of the participants from older and younger age group received low resource condition (8 pounds) and other 50% high resource condition (12 pounds). Participants received the booklet containing the 3 problems and 2 filler tasks. Each participant was given 5 minutes to attempt each problem. After five minutes, the solution to each problem is shown. The problems contained in the booklet are as follows: ¥ Source problem (killer dog) ¥ Filler task(anagrams) ¥ Transfer problem (ball problem- £8 or £12 versions); ¥ Filler task(algebra) ¥ Non-analogical problem (cheap neckla…
publisher: Lancaster University
date: 2013
contributor: John Towse
rights: Open
format: data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

Training Transfer Between False-belief, Card Sorting and Counterfactual Reasoning in Children with ASD.
subject: ASD, Training study Domain general Theory of Mind Counterfactual reasoning Executive Functions
description: Previous training studies for typically developed (TD) children and children with Autism Spectrum Disorder (ASD) show that theory of mind and executive functions are two interrelated domains, and that training in one task could lead to improvement on the other. This training study aimed to examine the developmental relationship between three domains (Theory of Mind (ToM), Executive Functions (EF) and Counterfactual Reasoning (CR)) in children with ASD. A group of 30 children diagnosed with ASD were randomly allocated to one of three training groups, each group received training in one of the three domains stated. After training, the entire sample was tested to measure for improvements. Results indicate that ToM training leads to improvement on the EF and CR tasks, while EF training did not lead to ToM improvement and CR training did not lead to EF improvement. Findings are discussed and a novel cognitive model is proposed to account for the observed outcomes.
creator: Amna Ahmed
source: Following the design of Kloo and Perner (2003), first children were pretested. The pretest involved measures of verbal and nonverbal ability, two false-belief tasks followed by a card sorting task and two counter-factual reasoning tasks. The pretest was scored to create a baseline for the participants' abilities in each of the areas assigned to the training groups. Children were then randomly assigned to one of three experimental training groups. Each group was given two sessions of training (approximately 1 week apart) on one of the three areas; false belief, counterfactual reasoning or DCCS. A posttest was given a week after the second training session, it was similar to the pretest in design but different materials were used. The posttest was given to the children to measure any improvements in performance after training and examine any crossover effects between the different training groups. Finally, the children were given a follow-up test (approximately 6 weeks after the posttest) to investigate if the effects of training are lasting. All of the sessions took place in a quiet room in the child's school. Procedure and Materials Pretest and posttest. Both sessions that preceded and followed the training sessions involved tasks measuring performance in false belief, counter-factual reasoning and card sorting. False-belief. One of two traditional unexpected transfer tasks was administered on the pretest based on Wimmer and Perner (1983), modeled after Baron-Cohen et al.’s Sally-Anne task (1985). A scene was enacted to the child using wooden toy figures and a kitchen model in which an item is unexpectedly transferred during the protagonist's absence. The stories where altered slightly to be more fitting to the knowledge of a Bahraini child by changing character names and making other alternations where appropriate. However, the main consciences of the stories remained very similar to the original stories. After the story is told, the character returns to the scene …
publisher: Lancaster University
date: 2015
contributor: John Towse
rights: Open
relation: Open
format: data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

Competence and Warmth: How Gender Impacts Perceptions of Male and Female Speakers.
subject: gender stereotypes competence, warmth stereotype content model
description: Using the stereotype content model as a theoretical background, this study aimed to investigate the relationship between gender stereotypes and judgements of warmth and competence. Visual appearance has long been used to research these judgements while auditory cues have often been overlooked. This study therefore focused on judgements made about voice and subsequently did not influence participants with predetermined gender labels. 61 participants – aged 19 to 60 – listened to either 2 male or 2 female speakers talk about domestic violence and cancer research. Domestic violence is here defined as a women-centric topic, while cancer research is considered gender neutral. Participants completed person perception inventories of each speaker, rating them on 7-point Likert scales in terms of 10 competence and 10 warmth items. They also completed a sexism inventory to determine whether sexism predicted a more favourable attitude toward male speakers. A 2 between gender (male vs female) by 2 within topic (domestic violence vs cancer research) ANOVA was conducted, and female speakers were judged as more competent than males when speaking on domestic violence but not cancer research. They were considered warmer than men in both cases. This indicates that women are seen as competent when speaking on issues that directly affect them, suggesting that they should be taken more seriously when speaking out about their own rights. However, traditional warmth stereotypes regarding women were upheld. This, along with further implications, are discussed.
creator: Jayne Summers
source: Items. 10 competence items and 10 warmth items were selected to compile a 20-item list of characteristics for participants to judge speakers on. Of these items, 11 were taken from Rudman & Glick (1999) and the remaining 9 were considered in the original SCM. Items used in the competence and warmth scales were found to be reliable across speech topics, namely cancer research (CR) and domestic violence (DV) (competenceCR α = .893, competenceDV α = .931). This indicates that the scales used were highly reliable. Similarly, for the warmth dimensions, Cronbach's Alpha was suitably high (WarmthCR α = .918, WarmthDV α = .944). The reliability for the sexism inventory was also acceptable, with an α value of .826. An example of several competence and warmth dimensions can be seen below, while a full list can be found in Appendix A. Competence: confident, ambitious, intelligent.. Warmth: trustworthy, likeable, supportive. Speeches. Two speeches were recorded for the purpose of the experiment, one focused on domestic violence and the other on cancer research. The speeches were written to closely match each other in terms of wording and the information being presented. For instance, the opening and closing sentences of each speech were similarly structured, as seen below. Table 1. Examples of speech text. Domestic Violence Cancer Research Opening sentence Domestic Violence. A topic that is often glossed over as something that effects other people - not me; not you. Cancer. A topic we don't often like to think about – something that effects other people, but not me: not you. Closing sentence By going to our website www.dvrefuges.co.uk you can find out more information about the great work women's refuges around the country do, and help them continue to change women's lives by donating to our cause. By going to our website www.ukcancer.co.uk you can find out more information about the great work that we do, and by donating to our cause, help us continue to help people diagnosed w…
publisher: Lancaster University
date: 2017
contributor: John Towse
rights: Open
format: data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

The Effects of Schema-typical and Atypical Contexts on Memory for Brand Names of Products
subject: Distinctiveness effects Schema Memory Product recall Product recognition Brand recall Brand recognition Product-brand binding
description: The memory for an advertisement can be affected by the way it is constructed. In general, the more distinctiveness, the better memory performance. Traditionally, it has been assumed that the whole memory episode will be better remembered if it is featured by any odd element(s) because it is more attention-demanding and creates stronger memory traces. However, recent evidence suggests that the distinctiveness effect might not spread to everything; it might only affect those distinctive elements without necessarily affecting their linkages with other elements. Accordingly, regarding the advertisements, the memory for each element can be diverse. We manipulated the distinctiveness effect by composing products with schema-typical contexts (undistinctive condition) and schema-atypical contexts (distinctive condition). Participants observed 20 advertisements; 10 were schema-typical and another 10 were schema-atypical. They then completed recall and recognition tests which allowed us to explore how far the distinctiveness effect could extend. We found that only product recall and recognition in the schema-atypical condition were robustly enhanced, other variables were not significantly affected. These findings went against the traditional view and conform with the recent research. We discussed that, in the schema-atypical condition, the products and their contexts made each other distinctive, hence, they were better remembered. In contrast, the brand names and product-brand bindings were schema-neutral, thus, they did not receive more attention and not better remembered. The results were further interpreted to form some practical implications that improve advertising effectiveness.
creator: Thanita Soonthoonwipat
source: The stimuli were 40 newly constructed print advertisements (in digital format). Print advertisements were employed because they allow the better experimental control (Keller, 1987). A half of these advertisements belonged to toiletries category (i.e. shampoo. sunscreen, and toothpaste), whereas another half belonged to foods category (i.e. pizza, sandwiches, and fried chicken). For each category, there were 10 types of products. For each product, there were two versions of its advertisement; schema-typical and schema-atypical (but only one of which was viewed by each participant). The schema-typical advertisements referred to the ones in which the product was bound with an expected context (i.e. a toothpaste appearing a bathroom scene), while the schema-atypical advertisements referred to the ones in which the product was bound with an unexpected context (i.e. a toothpaste appearing in a bedroom scene). In terms of the stimuli construction, there were three key elements for all advertisements, the first of which was the product, the second was the background or the scene illustration which was considered as the context of that advertisement, and the last element was the brand name. The first two elements were to form advertising pictures, and all together with the third one were to form complete advertisements. The researchers purchased stock images from Shutterstock website (https://www.shutterstock.com). The images purchased (product shots, backgrounds, and decorative elements) were then retouched and composted into the print advertising pictures using Adobe Photoshop (Adobe Photoshop CC 2015). All the advertising pictures were controlled not to include any text so that the only copy presented in each advertisement was its brand name. In respect of brand names, we invented new brand names for all 20 products. Each brand name was controlled to be easily pronounceable. They were names of between one to three syllables i.e. Hans, Raven, and Moana. The brand names, te…
publisher: Lancaster University
date: 2017
contributor: John Towse
rights: Open
format: data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF