The Effects of Sex-Type, the Sex of the Avatar, and Salience of the Sex of the Avatar on Emotional Valence and Arousal.

The objective of this study was to investigate the effects of avatar sex, salience of avatar sex, and player sex-type on less conscious embodied emotional arousal and valence vs. consciously perceived emotional arousal and valence elicited by a gaming experience. The experiment conducted a 2 avatar sex (female × male) × 2 salience of avatar sex (high × low) × 2 player sex-type (sex-typed × non-sex-typed) mixed model factorial design.

The biological roots of political extremism.

Recent research has revealed the complex origins of political identification and the possible effects of this identification on social and political behavior. This article reports the results of a structural equation analysis of national survey data that attempts to replicate the finding that an individual's negativity bias predicts conservative ideology. The analysis employs the Motivational Activation Measure (MAM) as an index of an individual's positivity offset and negativity bias.

Deceived, Disgusted, and Defensive: Motivated Processing of Anti-Tobacco Advertisements.

A 2 × 2 experiment was conducted, where participants watched anti-tobacco messages that varied in deception (content portraying tobacco companies as dishonest) and disgust (negative graphic images) content. Psychophysiological measures, self-report, and a recognition test were used to test hypotheses generated from the motivated cognition framework. The results of this study indicate that messages containing both deception and disgust push viewers into a cascade of defensive responses reflected by increased self-reported unpleasantness, reduced resources allocated to encoding, worsened recognition memory, and dampened emotional responses compared to messages depicting one attribute or neither.

Discard the Smoking Cues-Keep the Disgust: An Investigation of Tobacco Smokers' Motivated Processing of Anti-tobacco Commercials.

This study experimentally examines the effect of smoking cues and disgust images commonly found in anti-tobacco advertisements on tobacco smokers' message processing. In a 2 (smoking cues) × 2 (disgust) within-subjects experiment, smokers watched anti-tobacco advertisements selected to vary in presence/absence of smoking cues and high/low ratings of disgust. The results of the experiment suggest that smoking cues and disgust images each have effects on resource allocation, recognition memory, emotional responses, smoking urges, and intentions to quit smoking.

Effects of emotional tone and visual complexity on processing health information in prescription drug advertising.

This experiment explored how the emotional tone and visual complexity of direct-to-consumer (DTC) drug advertisements affect the encoding and storage of specific risk and benefit statements about each of the drugs in question. Results are interpreted under the limited capacity model of motivated mediated message processing framework. Findings suggest that DTC drug ads should be pleasantly toned and high in visual complexity in order to maximize encoding and storage of risk and benefit information.