The Influence of Cognitive Load on Nonverbal Accuracy of Caucasian and African-American Targets: Implications for Ad Processing
| Autor: | Jeffrey S. Podoshen, Susan A. Andrzejewski |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
African american Facial expression media_common.quotation_subject 05 social sciences Ethnic group 050109 social psychology Management Information Systems Developmental psychology Test (assessment) Nonverbal communication Perception 0502 economics and business Happiness 050211 marketing 0501 psychology and cognitive sciences Psychology Cognitive load media_common |
| Zdroj: | Journal of International Consumer Marketing. 29:83-90 |
| ISSN: | 1528-7068 0896-1530 |
| DOI: | 10.1080/08961530.2016.1245120 |
| Popis: | This article examines the influence of cognitively taxing consumers and their recognition of emotional nonverbal cues (e.g., happiness) presented in static images. Participants were randomly assigned to either a cognitive load (or no load) condition and then completed a standardized nonverbal accuracy test (judging emotional facial expressions). Building on research that suggests that ethnic majority and ethnic minority consumers may process ads differently, participants were randomly assigned to a nonverbal accuracy test that included facial expressions of either African-American or Caucasian targets. Our work demonstrates that cognitive load hinders Caucasian perceivers’ performance on African-American tests of nonverbal accuracy, but cognitive load does not always negatively influence accuracy on Caucasian tests of nonverbal accuracy. Thus, impact of the proximal state of cognitive load on nonverbal accuracy is dependent upon the race of the perceptual target. This has potential implications in... |
| Databáze: | OpenAIRE |
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