Visuals misleading consumers? Testing the visual superiority effect in advertising

Purpose The purpose of this study is to test the visual superiority effect in a verisimilar scenario that an industry association seeks to manipulate consumers using a visual element in its ad while providing an ostensibly balanced claim about the potential health effects of stevia. Design/methodology/approach Two experiments were conducted. In Study 1, an online experiment was conducted with a sample of 112 adult consumers using a two-group (headline frame type: gain vs loss), post-test only design with additional planned analysis of an individual difference (i.e. regulatory focus). In Study 2, another online experiment was implemented with a sample of 175 adults using a 2 (headline frame type: gain vs loss) × 2 (image valence: positive vs negative) between-subjects design with additional planned analysis of regulatory focus. The hypotheses were tested by running the PROCESS macro on SPSS. Findings The results showed that when exposed to the advertising message designed to elicit uncertainty, participants relied more on the visual than the textual content (i.e. framed headline and body text) in forming attitude toward the behavior (i.e. consuming stevia). Analysis of cognitive responses also revealed that those who received the stimulus ad with an image added (Study 2) generated significantly fewer thoughts related to the textual content of the ad than those who received the ad with no image (Study 1). Originality/value This study represents one of the earliest experimental inquiries into the visual superiority effect in an advertising context. While earlier studies have tended to rely on dual-processing models to test the effects of advertising stimuli featuring both textual and visual elements, the findings of this study (e.g. visual content overwhelmed its textual counterpart in producing persuasive effects) somewhat contradict the premise of dual-processing models.

The Gatekeeper’s Dilemma: “When Should I Transfer This Customer?”

When Should I Transfer This Customer? “Please hold while I transfer you to next level of support.” Most of us have been on the receiving end of this message. In this study, the authors look at transfers from the service worker’s perspective. They create an online experiment in which participants play the role of call center agents who need to decide whether to transfer a virtual service request or continue attempting to resolve it. Consistent with compensation schemes common in call centers, participants receive a bonus for each successful resolution and may pay a penalty if they transfer. The authors find that these incentives generally work well; however, agents appear to overreact to transfer penalties by handling more requests than they should and transferring too few requests. Although this may be good news for customers who dislike being transferred, such behaviors may be costly for the call center; thus, managers need to be careful when rolling out complex compensation schemes.

Exposure to the COVID-19 pandemic environment and generosity

We report data from an online experiment which allows us to study how generosity changed over a 6-day period during the initial explosive growth of the COVID-19 pandemic in Andalusia, Spain, while the country was under a strict lockdown. Participants ( n = 969) could donate a fraction of a €100 prize to an unknown charity. Our data are particularly rich in the age distribution and we complement them with daily public information about COVID-19-related deaths, infections and hospital admissions. We find correlational evidence that donations decreased in the period under study, particularly among older individuals. Our analysis of the mechanisms behind the detected decrease in generosity suggests that expectations about others' behaviour, perceived mortality risk and (alarming) information play a key—but independent—role for behavioural adaptation. These results indicate that social behaviour is quickly adjusted in response to the pandemic environment, possibly reflecting some form of selective prosociality.

Does perceived scarcity of COVID-19 vaccines increase vaccination willingness? Results of an experimental study with German respondents in times of a national vaccine shortage.

<p>Vaccine shortage is still a major problem in many countries. But how does the vaccine shortage affect people’s willingness to be vaccinated? To test whether perceived scarcity of COVID-19 vaccines has an impact on vaccination willingness, a preregistered online experiment with <i>N</i> = 175 non-vaccinated German participants was conducted during a period of national vaccine shortage. Perceived vaccine scarcity was manipulated by either telling participants that COVID-19 vaccines in their district would be particularly scarce in the upcoming weeks or told that above-average quantities would be available. The results show that individuals in the scarcity-condition were significantly more willing to get vaccinated than those in the surplus-condition were. In addition, individuals in the scarcity-condition were found to express more anger towards the debate on relaxations for vaccinated versus non-vaccinated individuals.</p>

Does perceived scarcity of COVID-19 vaccines increase vaccination willingness? Results of an experimental study with German respondents in times of a national vaccine shortage.

<p>Vaccine shortage is still a major problem in many countries. But how does the vaccine shortage affect people’s willingness to be vaccinated? To test whether perceived scarcity of COVID-19 vaccines has an impact on vaccination willingness, a preregistered online experiment with <i>N</i> = 175 non-vaccinated German participants was conducted during a period of national vaccine shortage. Perceived vaccine scarcity was manipulated by either telling participants that COVID-19 vaccines in their district would be particularly scarce in the upcoming weeks or told that above-average quantities would be available. The results show that individuals in the scarcity-condition were significantly more willing to get vaccinated than those in the surplus-condition were. In addition, individuals in the scarcity-condition were found to express more anger towards the debate on relaxations for vaccinated versus non-vaccinated individuals.</p>

Register impacts perceptual consonance through roughness and sharpness

The perception of consonance and dissonance in intervals and chords is influenced by psychoacoustic and cultural factors. Past research has provided conflicting observations about the role of frequency in assessing musical consonance that may stem from comparisons of limited frequency bands without much theorizing or modeling. Here we examine the effect of register on perceptual consonance of chords. Based on two acoustic principles, we predict a decrease in consonance at low frequencies (roughness) and a decrease of consonance at high frequencies (sharpness). Due to these two separate principles, we hypothesize that frequency will have a curvilinear impact on consonance. A selection of tetrads varying in consonance were presented in seven registers spanning 30 to 2600 Hz. Fifty-five participants rated the stimuli in an online experiment. The effect of register on consonance ratings was clear and largely according to the predictions; The low registers impacted consonance negatively and the highest two registers also received significantly lower consonance ratings than the middle registers. The impact of register on consonance could be accurately described with a cubic relationship. Overall, the influence of roughness was more pronounced on consonance ratings than sharpness. Together, these findings clarify previous empirical efforts to model the effect of frequency on consonance through basic acoustic principles. They further suggest that a credible account of consonance and dissonance in music needs to incorporate register.

GO-E-MON: A New Online Platform for Decentralized Cognitive Science

Advances in web technology and the widespread use of smartphones and PCs have proven that it is possible to optimize various services using personal data, such as location information and search history. While considerations of personal privacy and legal aspects lead to situations where data are monopolized by individual services and companies, a replication crisis has been pointed out for the data of laboratory experiments, which is challenging to solve given the difficulty of data distribution. To ensure distribution of experimental data while guaranteeing security, an online experiment platform can be a game changer. Current online experiment platforms have not yet considered improving data distribution, and it is currently difficult to use the data obtained from one experiment for other purposes. In addition, various devices such as activity meters and consumer-grade electroencephalography meters are emerging, and if a platform that collects data from such devices and tasks online is to be realized, the platform will hold a large amount of sensitive data, making it even more important to ensure security. We propose GO-E-MON, a service that combines an online experimental environment with a distributed personal data store (PDS), and explain how GO-E-MON can realize the reuse of experimental data with the subject’s consent by connecting to a distributed PDS. We report the results of the experiment in a groupwork lecture for university students to verify whether this method works. By building an online experiment environment integrated with a distributed PDS, we present the possibility of integrating multiple experiments performed by different experimenters—with the consent of individual subjects—while solving the security issues.