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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

Psychologia społeczna a neuronauki: Dominacja, separacja, czy satysfakcjonujący związek?

86%
Winkielman P.
Psychologia Społeczna
|
2008
|
vol. 3
|
issue 1(6)
11-22
EN
Contemporary social psychology makes rich use of theories and methods from neuroscience. The new discipline of social neuroscience also enjoys much popularity. In this article, I show historical and intellectual reasons behind the interest of social psychologists in biological explanations, and consider the role of such explanations in our discipline. I suggest that the background of the current acceptance of biological approaches lies in the weakening of the computer metaphor that sharply separated the mind and the brain, and in an improved understanding of the necessity for the multilevel analysis of social behavior. I also emphasize the development of powerful new technologies, conceptual advances, and an improvement in inferences about psychological variables from biological data. Due to these advances, psychophysiological research helps us identify new phenomena and solve theoretical debates in social psychology. Throughout this article, I also show dangers that come from naïve interpretation of physiological data, and highlight the uniqueness of psychological level of analysis. In conclusion, I state that social psychology and neuroscience not only need, but might be necessary for each other.
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