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1

FEELING OF GUILT AND PERCEPTION OF SEX-APPEALING ADVERTISEMENT

100%
Grochowska A.
Psychological Studies
|
2007
|
vol. 45
|
issue 2
49-62
EN
The study investigated a relation between the level of feeling of guilt and information processing of sex-appealing advertisements. Two levels of information processing were taken into consideration: uncontrolled and controlled one. It was hypothesised that the feeling of guilt level has its specific impact on physiological and cognitive response to erotic ads. 64 undergraduates completed 'The Feeling of Guilt Questionnaire' by Kofta, Brzezinski and Ignaczak. Physiological reactions to three print ads varying on level of sex-appeals were registered and analysed by the computer polygraph system Lafayette LX-3000W. The EDA amplitude, pulse frequency, respiration maximal amplitude indices were taken in. At the level of controlled processes the semantic differentials 'The Advertisement Measurement Scale' were used. Subjects low in feeling of guilt manifested differentiated and adequate physiological reactions to erotic ads. However, Ss high in feeling of guilt manifested strong physiological reactions to all erotic ads. Thus, it can be claimed that personality processes are moderators for the intensity of uncontrolled processes. At the level of controlled processes the feeling of guilt did not differentiate cognitive assessments of erotic ads. Erotic ad was assessed as strong and efficient by all subjects, independently on personality traits. The research showed that personality traits act at the very early, uncontrolled stages of information processing. In the light of the consumer psychology this conclusion is important as well for marketers as for consumers. From a psychographic segmentation point of view: erotic ads would be addressed to consumers with low feeling of guilt. The significance of the presented research seems to be important especially for consumers - they learn how advertisement works.
2

CREATIVE THINKING AND PERCEPTION OF CONTROVERSIAL ADVERTISEMENT

63%
Grochowska A., Harasimowicz A.
Psychological Studies
|
2004
|
vol. 42
|
issue 4
17-28
EN
The aim of the presented study was to examine the relationship between creative thinking and a perception of controversial advertisement. It was hypothesised that creative individuals would accept (not reject) controversial ads: weak physiological reactions and high, positive cognitive assessment were expected. The level of creativity was assessed by Guilford's divergent thinking tasks - 'Unusual Uses' (flexibility, fluency, originality). The perception of advertisement was tested on two levels of information processing: physiological and cognitive one. Physiological variables: EDA, breathing and cardiac reactions were measured and analysed by polygraph system. Cognitive representations were assessed by Strzalecki's 'The Advertisement Measurement Scale'. Three ads varying on levels of controversy were selected by judges. Based on a sample of 104 individuals, results showed that creative thinking was associated with weak EDA and breathing reactions and strong cardiac reactions on controversial ads. Creative thinking correlated with high, positive cognitive assessment of controversial advertisement. Further research on relationship between physiological and cognitive reactions on ads were suggested.
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