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Despite the ubiquity of celebrations in everyday life, little is known about how celebrations may contribute to consumer well-being. In the current work, the authors propose that celebrations promote perceived social support, which prior work has conceptualized as the belief that others will be there for you for future negative life events. The authors further theorize that celebrations require three key characteristics that, in combination, are necessary for increasing perceived social support. Specifically, celebrations must (1) mark an individual's separate positive event and (2) involve consumption (3) with others (i.e., social). They test this theory across eight studies and demonstrate a process mechanism for this effect: these characteristics lead to increases in enacted support and perceived responsiveness, which in turn lead to increases in more general perceived social support. They then extend these findings by investigating virtually held celebrations, the individual's role at the celebration, and a downstream prosocial outcome. By doing so, this work highlights the broader benefits of celebrations beyond the focal individual and the immediate experience. Finally, specific policy implications and suggestions for enhancing consumer well-being are provided.

Brand sincerity (wholesome, family-oriented) is a core dimension of brand personality; however, to what extent is LGBTQ (lesbian, gay, bisexual, transgender, queer or questioning) represent...

When it comes to health(-risk) behaviors, researchers are apt to consider how to change behaviors from a top-down approach (i.e., using the conscious, reflective, deliberate system) even though much of human behavior is determined by bottom-up processes (i.e., the nonconscious, reflexive, impulsive system). Given that researchers have proposed that interventions that target nonconscious processes underlying health(-risk) behaviors may prove to be more effective than interventions that target conscious processes, we argue that understanding the ways in which mimicking and modeling affect health(-risk) behaviors is a critical—albeit largely unexplored—domain. In this paper, we review existing evidence that people mimic and model a broad range of health(-risk) behaviors: specifically, the cigarette smoking, alcohol drinking, (un)healthy eating, and physical activity of others. We then discuss the neural and psychological mechanisms underlying these effects. Next, we outline moderators: specifically, we discuss when mimicking and modeling are more likely to occur, who is more likely to mimic and model, as well as who is more likely to be mimicked and modeled. Finally, we consider how mimicry and modeling could be used to leverage healthy behavioral change.

Thwarted goals and motivational obstacles are antecedents of aggression, but it is not entirely clear what motivates the aggressive response or why it is often displaced onto unrelated targets. The present work applies Goal Systems Theory (Kruglanski et al., 2002) to consider how displaced aggression can sometimes operate like any other means to an end. Specifically, in five studies, we find that thwarted goals motivate displaced aggression to compensate for a threatened sense of competence. First, when an achievement goal is experimentally thwarted, it both threatens self-efficacy beliefs and increases displaced aggression (Studies 1–2). Second, when goal-thwarted individuals have the means to engage in displaced aggression, it reestablishes self-efficacy in the thwarted goal domain (Study 3). However, we find that the superordinate goal being served is competence and not to be aggressive per se: In Study 4, goal thwarted individuals choose to help someone rather than remain idle, even if idleness is the more aggressive alternative. In Study 5, displaced aggression is attenuated among individuals who expect a second performance opportunity in the thwarted goal domain. Together, the results suggest goal-thwarted individuals mainly resort to displaced aggression when they lack other means to interact effectively with the environment.

Individuals often evaluate, purchase, and consume brands in the presence of others, including close others. Yet relatively little is known about the role brand preferences play in relationships. In the present research, the authors explore how the novel concept of brand compatibility, defined as the extent to which individuals have similar brand preferences (e.g., both partners prefer the same brand of soda), influences life satisfaction. The authors propose that when brand compatibility is high, life satisfaction will also be high. Conversely, because low brand compatibility may be a source of conflict for the relationship, the authors propose that it will be associated with reduced life satisfaction. Importantly, the authors predict that the effects of brand compatibility on conflict and life satisfaction will depend upon relationship power. Across multiple studies and methodologies, including experimental designs (studies 2, 3, 5) and dyadic data from real-life couples (studies 1, 4, 6), the authors test and find support for their hypotheses. By exploring how a potentially unique form of compatibility influences life satisfaction, including identifying a key moderator and an underlying mechanism, the current research contributes to the literatures on branding, close relationships, consumer well-being, and relationship power.

Rejection can motivate either affiliation or withdrawal. In order to study how personality and situational variables influence whether women will be motivated to affiliate versus withdraw, we manipulate social feedback (rejection vs. acceptance) and opportunity for face-to-face interaction (blocked vs. face-to-face) and measure the individual difference variables rejection sensitivity and social anxiety. We test how these variables affect endogenous progesterone and cortisol concentrations, which are presumed to signal motivational responses to rejection. We find that three-way interactions involving social feedback, opportunity for face-to-face interactions, and either social anxiety or rejection sensitivity significantly predict progesterone change, but not cortisol change. Both interactions are driven by sharp progesterone decreases for women high in social anxiety/rejection sensitivity who have been rejected and who have no opportunity to reaffiliate in a face-to-face interaction. This progesterone change may be a physiological marker of motivation for social avoidance following rejection for women who cannot reaffiliate and who are particularly socially anxious or sensitive to rejection.

Although social connections have long been considered a fundamental human motivation and deemed necessary for well-being, recent research has demonstrated that having greater resources is associated with weaker social connections. In the present research, we posit that individuals with greater resources still have a need to connect and are using other sources for connection, namely brands. Across five studies, we test and find support for the theory that resource level shifts the preferred source of social connection from people to brands. Specifically, we find that individuals with more resources have stronger connections and are more satisfied with their brands, suggesting that these individuals place more emphasis on these relationships. We also find that perceiving greater resources leads to greater connection, purchase intention, and willingness to pay for a new brand, demonstrating that resource level influences both existing brand relationships and the creation of new ones. In addition, we ...

Psychological reactance is typically assumed to motivate resistance to controlling peer influences and societal prohibitions. However, some peer influences encourage behaviors prohibited by society. We consider whether reactant individuals are sensitive to such opportunities to enhance their autonomy. We specifically propose a self-regulatory perspective on reactance, wherein freedom/autonomy is the superordinate goal, and thus highly reactant individuals will be sensitive to peer influences that could enhance their behavioral freedoms. In two studies, we find that reactant individuals can be cooperative in response to autonomy-supportive peer influences. Participants read a scenario in which a peer’s intentions to engage in substance use were manipulated to imply freedom of choice or not. Results indicated that highly reactant participants were sensitive to deviant peers whose own behavior towards alcohol (Study 1, N = 160) or marijuana (Study 2, N = 124) appeared to be motivated by autonomy and thus afforded free choice. Altogether, the results support a self-regulatory model of reactance, wherein deviant peer influence can be a means to pursue autonomy.

Whereas previous research has focused on the role of the rTPJ when consciously inhibiting mimicry, we test the role of the rTPJ on mimicry within a social interaction, during which mimicking occurs nonconsciously. We wanted to determine whether higher rTPJ activation always inhibits the tendency to imitate (regardless of the context) or whether it facilitates mimicry during social interactions (when mimicking is an adaptive response). Participants received either active or sham intermittent theta-burst stimulation (iTBS: a type of stimulation that increases cortical activation) to the rTPJ. Next, we measured how much participants mimicked the hair and face touching of another person. Participants in the active stimulation condition engaged in significantly less mimicry than those in the sham stimulation condition. This finding suggests that even in a context in which mimicking is adaptive, rTPJ inhibits mimicry rather than facilitating it, supporting the hypothesis that rTPJ enhances representations of self over other regardless of the goals within a given context.

We examine how impression management can influence the types of products consumers suggest for joint consumption in same-gender and mixed-gender situations. We show that when motivated to engage in impression management, those who care the most about their self-presentations (high self-monitors) are more likely to choose products that take into account the need to accommodate the co-consumer's preferences as well as the desire to remain consistent with gender role expectations and to correct negative expectations of sexism. Whereas the co-consumers' preferences and chooser's gender role expectations are aligned in same-gender situations (i.e., females consuming with females), in cross-gender situations (i.e., males consuming with females), male consumers' willingness to accommodate the female co-consumer's preferences is limited by gender role expectations in certain social contexts (e.g., romantic relationships). Within mixed-gender situations, we also find that high self-monitoring male consumers' ability to accommodate a feminist female co-consumers' preferences is limited by the desire to correct negative expectations and avoid appearing sexist.

Gift-giving is a common form of social exchange but little research has examined how different gift types affect the psychological distance between giver and recipient. We examined how two types of gifts influence recipients’ perceived psychological distance to the giver. Specifically, we compared desirable gifts focused on the quality of the gift with feasible gifts focused on the gift’s practicality or ease of use. We found that feasible (vs. desirable) gifts led recipients to feel psychologically closer to givers (Studies 1-4). Further clarifying the process by which receiving a desirable versus feasible gift affects perceived distance, when recipients were told that the giver focused on the gift’s practicality or ease of use (vs. the gift’s overall quality), while holding the specific features of the gifts constant, they felt closer to the gift-giver (Study 5). These results shed light on how different gifts can influence interpersonal relationships.

Does the way that individuals pay for a good or service influence the amount of connection they feel after the purchase has occurred? Employing a multi-method approach across four studies, individuals who pay using a relatively more painful form of payment (e.g., cash or check) increase their post-transaction connection to the product they purchased and/or the organization their purchase supports in comparison to those who pay with less painful forms of payment (e.g., debit or credit card). Specifically, individuals who pay with more painful forms of payment increase their emotional attachment to a product, decrease their commitment to nonchosen alternatives, are more likely to publicly signal their commitment to an organization, and are more likely to make a repeat transaction. Moreover, the form of payment influences post-transaction connection even when the objective monetary cost remains constant and when the psychological cost is indirect (i.e., donating someone else’s money). Increasing the psychological pain of payment appears to have beneficial consequences with respect to increasing downstream product and brand connection.

Extraverts are better than introverts at building rapport, but it remains unknown what they do behaviorally to better connect with other individuals. We hypothesized that extraverts mimic more than introverts as a way to build rapport; however, we predicted that this social skillfulness of extraverts emerges only when they are motivated to affiliate. In Study 1, we found that extraversion predicted increased mimicry when an affiliation goal was present, but not when an affiliation goal was absent. In Study 2, we found that mimicry mediates the relationship between extraversion and rapport, but only when an affiliation goal is present. Our findings are the first to identify a behavior that extraverts engage in that helps them build rapport. Furthermore, our studies show that this skillfulness of extraverts emerges only when they are motivated to affiliate, providing evidence in favor of the reward-sensitivity-as-core model of extraversion over the sociability-as-core model of extraversion.

People both mimic and are mimicked in nearly every social interaction, though neither the mimicker nor the mimicked are generally aware of its occurrence. People mimic what they observe in others, including facial expressions, emotions, behavioral movements, and verbal patterns. In the current review we focus on the causes and consequences of mimicry. Specifically, what causes mimicry to occur within a given social interaction and what are the downstream consequences of such mimicry? We position recent developments in the context of prior findings in order to emphasize the current direction of mimicry research. Then we turn to the role of mimicry in social disorders and discuss how mimicry may underlie social deficits in these disorders.

In what ways can brands symbolize America’s defining values, and for whom do these values resonate? Drawing from research on values (Schwartz 1994), the symbolic power of brands (Holt 2004, 2006; McCracken 1986), and system justification theory (Jost and Banaji 1994), the current research explores (1) what values define America’s dominant ideology, (2) which consumers subscribe to these values, and (3) implications for brands that reflect versus do not reflect the dominant ideology. It is proposed that consumers vary in their satisfaction with American society and their endorsement of America’s defining values, and thus differ in the values they endorse versus reject in brands. Five experiments manipulate whether or not the values signaled by a brand are in alignment with the dominant ideology. Consumers more versus less satisfied with American society respond differently to the values a brand signals, affecting brand attitudes, perceptions of a brand’s status as a cultural icon, and purchase intentions. In a sixth experiment, those more versus less satisfied with American society respond differently to consumer-related policy (i.e., a ban on trans fat), depending on the values that the policy is framed as reflecting. Implications for branding and policy are discussed.

Intrinsic rewards are typically thought to stem from an activity's inherent properties and not from separable rewards one receives from it. Yet, people may not consciously notice or remember all the subtle external rewards that correspond with an activity and may misattribute some directly to the activity itself. We propose that perceptions of intrinsic reward can often be byproducts of misattributed causal inference, and present some initial evidence that perceptions of intrinsic reward can in fact increase when words pertaining to an activity are subtly paired with pleasant context cues. Importantly, these effects follow classic boundary conditions of both misattribution and intrinsic motivation; insofar as they were extinguished when participants could make a proper source attribution and/or when the activity became associated with a blatant external reward. We further propose a distinction can be made between authentically "intrinsic" rewards and the illusion of intrinsic rewards caused by misattributed positive affect.

Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In this paper, we examine the effect of the announcer's voice quality, or an overall impression of his or her voice, on consumers’ purchasing intentions for a new service. We find that female listeners are most likely to purchase this service when they hear it advertised by a man who has a creaky voice, but least likely to purchase it when they hear it advertised by a woman with a creaky voice. Other voice qualities produce more moderate results. Men, in contrast, are relatively insensitive to the effect of voice quality.

Depending on individual differences in biological rhythms and diurnal preferences, people have long been described as either "larks" or "owls." Larks and owls differ greatly in personality aspects, but from the behavioral perspective it is unclear whether they have significant differences in terms of risky behaviors. Whether morning types or evening types are consistently more risk-taking or risk-averse in different domains remains unknown. This study adopted a general American adult sample to systematically investigate the relationship between chronotype and individuals' risky behaviors in different domains. By using different methods to measure risky behaviors in different domains, the current research obtained convergent results that morningness was negatively related only to financially risky behaviors for American adults. More specifically, by using the composite scale of morningness and the domain-specific risk attitude scale, Study 1 showed that for American adults, morning types were less likely than evening types to engage in financially risky behaviors (N = 212). In Study 2, after scenario-based methods were used to measure risky behavior, results showed that that participants engaged less in risky behaviors in the domains of gambling and investment (N = 187). A mediator test showed that the negative relationship between morningness and financially risky behaviors was partly mediated by individuals' self-control ability (self-control scale, Study 1).

People infer traits from other people's behaviors without intention, awareness, or effort, and this spontaneous trait inference (STI) effect has been shown to be robust. The purpose of the present research was to demonstrate the flexibility of STIs despite the ubiquity. Specifically, we examined the effect of an affiliation goal on STI formation and found a positivity bias. In Experiment 1, perceivers with an affiliation goal formed more positive (versus negative) spontaneous trait inferences compared to those without this goal and those who had been primed with semantically positive, affiliation-unrelated words. Experiment 2 provided evidence that this effect was driven by a motivational state by showing that the positivity bias occurs only when a perceiver's goal to affiliate remains unfulfilled. The goal's interaction with trait valence showed focused, goal-relevant bias. These studies are the first to show that STIs form flexibly in response to perceivers' primed social goals supporting the functionality account of STIs in implicit impression formation.

This study adds theoretical and managerial insights to the sales literature regarding the unfortunate but prevalent issue of stereotyping in sales by supervisors toward underrepresented groups of sales employees. Specifically, we examine (1) the self-evaluative, social, and emotional consequences of being stereotyped by a supervisor, and (2) the moderating role of employees’ self-construal (i.e., the employee’s level of independence versus interdependence) as it relates to their responses toward a supervisor who holds stereotypical expectations. The results suggest that when a sales supervisor endorses stereotypical views, more interdependent (versus independent) sales employees will likely affiliate more with, and experience fewer negative emotions toward, the supervisor. The results also suggest that sales employees’ self-construal moderates the impact of intentions to affiliate with the supervisor on positive stereotypical traits (that are valued in the sales context) but not negative stereotypical tra...

Behavioral mimicry—the automatic imitation of gestures, postures, mannerisms, and other motor movements—is pervasive in human interactions. The current review focuses on two recent themes in the mimicry literature. First, an analysis of the moderators of mimicry uncovers the various motivational, social, emotional, and personality factors that lead to more or less mimicry of an interaction partner in a given situation. Second, a significant amount of recent research has identified important downstream consequences of mimicking or being mimicked by another person. These include not only increased prosociality between interactants, but also unexpected effects on the individual, such as cognitive processing style, attitudes, consumer preferences, self-regulatory ability, and academic performance. Behavioral mimicry is also placed in its broader context: a form of interpersonal coordination. It is compared to interactional synchrony and other social contagion effects, including verbal, goal, and emotional contagion and attitudinal convergence.

Past research suggests that individuals with discrepant low self-esteem (low explicit and high implicit self-esteem) may hold themselves against higher standards and judge themselves more critically when they fall short of those standards (Zeigler-Hill & Terry, 2007). We postulated that for discrepant low self-esteem individuals, self-awareness would activate their stringent standards and the fact that they have failed to meet those standards, thereby increasing negative affect. In this study, 144 participants completed implicit and explicit self-esteem measures, and half were then made to be self-aware by completing a task with a mirror in front of them for 3 minutes. We found that self-awareness increased negative affect among discrepant low self-esteem participants.

Goal shielding theory suggests that one's focal pursuits automatically inhibit the activation of interfering goals (Shah, Friedman, & Kruglanski, 2002); however, it is not entirely clear how individuals come to identify what constitutes “interfering”. Three studies examine how this identification process may be guided by fundamental social motives that individuals possess, particularly in social situations wherein goals are primed through mere exposure to others' goal-directed behavior (“goal contagion”, Aarts, Gollwitzer, & Hassin, 2004). Participants' fundamental motives for positive self-regard (Study 1), autonomy (Study 2), and distinctiveness (Study 3) were either manipulated or measured and participants read scenarios that manipulated the goal-directed behavior of a target other. Results indicated that participants inhibited the activation of goals being primed by others when the implicit influence interfered with their fundamental motives in some way. These findings suggest that fundamental motives can guide whether individuals will catch goals from others or shield themselves from such influences.

How do we recognize the emotions other people are feeling? One source of information may be facial feedback signals generated when we automatically mimic the expressions displayed on others' faces. Supporting this “embodied emotion perception,” dampening (Experiment 1) and amplifying (Experiment 2) facial feedback signals, respectively, impaired and improved people’s ability to read others' facial emotions. In Experiment 1, emotion perception was significantly impaired in people who had received a cosmetic procedure that reduces muscular feedback from the face (Botox) compared to a procedure that does not reduce feedback (a dermal filler). Experiment 2 capitalized on the fact that feedback signals are enhanced when muscle contractions meet resistance. Accordingly, when the skin was made resistant to underlying muscle contractions via a restricting gel, emotion perception improved, and did so only for emotion judgments that theoretically could benefit from facial feedback.

Previous research has shown that the activation of a goal leads to more implicit positivity toward goal-relevant stimuli. We examined how the actual pursuit of a goal influences subsequent implicit positivity toward such stimuli. Participants were consciously or non-consciously primed with a goal, or not, and then completed a goal-relevant task on which they succeeded or failed. We then measured their goal-relevant implicit attitudes. Those who were primed with the goal (consciously or non-consciously) and experienced success exhibited more implicit positivity toward the goal, compared with the no-goal condition. Experiencing failure in the goal priming conditions reduced implicit positivity toward the goal, indicating disengagement from the goal. We discuss the theoretical implications for understanding the role of implicit attitudes in self-regulation.

Models of nonconscious goal pursuit propose that goals can be activated and pursued without conscious awareness and intent. Until recently, these models have been relatively silent about whether or not nonconscious goal pursuit has consequences and what these consequences might be. We propose that nonconscious goal pursuit is part of a rich self-regulatory system in which goal progress (or a lack thereof) can influence self-enhancement and produce different consequences than conscious goal pursuit. We attribute the effect of nonconscious goal pursuit on self-enhancement to “mystery moods” (Chartrand & Bargh, 2002). Three experiments support these propositions. Self-enhancement was exacerbated following nonconscious goal failure compared to both conscious goal failure (Experiments 1-2) and no goal failure (Experiments 1-3). Evidence that negative “mystery moods” were the mechanism through which nonconscious goal failure affected self-enhancement was obtained by reducing mood mysteriousness, which attenuate...

Given research suggesting that social interactions are beneficial, it is unclear why individuals lower in extraversion engage less in social interactions. In this study, we test whether individuals lower in extraversion reap fewer hedonic rewards from social interactions and explore social psychological processes that explain their experiences. Before participants socialized, we measured extraversion, state positive affect, cognitive capacity, and expectations about the social interactions. After participants socialized with one another, we measured state positive affect and cognitive capacity again as well as fear of negative evaluation and belief in limited cognitive capacity. Participants also rated the social skillfulness of each interaction partner. We found that less extraverted individuals expect to feel worse after socializing. However, all but those extremely low in extraversion (17% of sample) actually experience an increase in positive affect after socializing. Surprisingly, those low in extraversion did not show reduced cognitive capacity after socializing. Although they are more likely to believe that cognitive capacity is limited and to be fearful of negative evaluation, these characteristics did not explain the social experience of those low in extraversion.

We present behavioral mimicry as a social cue for creative thinking. Specifically, we argue that being mimicked by an interaction partner cues convergent thinking by signalling a social opportunity for collaboration, while not being mimicked cues divergent thinking by signalling a social demand for improvisation and innovation. To test this theory, we experimentally manipulated whether individuals were subtly mimicked or not by an experimenter during a 5 min social interaction, and subsequently measured participants’ capacity for convergent thinking (Experiment 1) and divergent thinking (Experiment 2). The results point to the importance of understanding how social relationships influence the creative processes and contributes to the growing understanding of the social function of behavioral mimicry.

In the course of daily encounters with other consumers, an individual may be incidentally exposed to various brands. We refer to these situations as incidental consumer brand encounters (ICBEs). This research examines how ICBEs influence brand choice. Four studies provide evidence that repeated exposure to simulated ICBEs increases choice of the focal brand for people not aware of the brand exposure, that perceptual fluency underlies these effects, and that these effects are moderated by perceivers’ automatic responses to the type of user observed with the brand.

This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a theoretical framework detailing how consumer choices are affected by incidentally activated goals. We show that such primed goals have motivational properties consistent with goal pursuit but inconsistent with mere cognitive activation; the effects are greater with a longer time interval between the priming task and the choice and are less pronounced when the primed goal is satiated in a real, as opposed to a hypothetical, intervening choice task. Additionally, we show that subliminally evoked retail brand names can serve as the cues that activate purchasing goals.

(2008). The downside of feeling better: Self-regard repair harms performance. Self and Identity: Vol. 7, No. 3, pp. 262-277.

This article first examines whether brand exposure elicits automatic behavioral effects as does exposure to social primes. Results support the translation of these effects: participants primed with Apple logos behave more creatively than IBM primed and controls; Disney-primed participants behave more honestly than E!primed participants and controls. Second, this article investigates the hypothesis that exposure to goal-relevant brands (i.e., those that represent a positively valenced characteristic) elicits behavior that is goal directed in nature. Three experiments demonstrate that theprimedbehaviorshowedtypicalgoal-directedqualities, including increased performance postdelay, decreased performancepostprogress, and moderation by motivation.

Behavior can be automatically affected by the perception of other people, be they significant others or members of social groups (e.g., Bargh, Chen, & Burrows, 1996; Chartrand & Bargh, 1999; Fitzsimons & Bargh, 2003). The current research uses these findings as a basis for investigation of the psychological construct of anthropomorphism. Two studies explore whether subtle exposure to anthropomorphized objects such as domestic animals (e.g., dogs and cats) can activate associated concepts and automatically influence behavior. The findings suggest that even incidental exposure to animals associated with human characteristics influences behavior in an automatic fashion, such that people “match” the personality attributed to the nonhuman entity. This provides initial evidence for the role of anthropomorphism in guiding social behavior.

Individuals nonconsciously and unintentionally pursue goals they associate with relationship partners ( Fitzsimons and Bargh, 2003 , Shah, 2003 ). Here, we demonstrate conditions under which individuals nonconsciously and unintentionally reject goals they associate with relationship partners and instead pursue opposing goals. In Experiment 1, participants were subliminally primed with the name of a controlling significant other who had a particular goal for them. Without awareness or intent, participants pursued a goal that directly opposed their significant other’s wishes. In Experiment 2, chronic reactance was shown to moderate this effect: Low-reactant individuals adopted a subliminally primed significant other’s goal, whereas high-reactant individuals pursued an opposing goal. This research suggests that in response to controlling significant others and among chronically reactant individuals, the nonconscious activation of relational representations can automatically elicit oppositional goal pursuits, even when pursuit of an oppositional goal results in a personally suboptimal outcome.

Contains fulltext : 56369.pdf (Publisher’s version ) (Closed access) Previous research has demonstrated that nonconscious interpersonal mimicry engenders liking, affiliation, empathy, and other positive social consequences. Some of these consequences have recently been shown to go beyond the dyad. In other words, interpersonal mimicry not only affects the way we feel toward our immediate interaction partner, but also affects our feelings and behavior toward other people in general. The goal of the present research is to understand why it is that nonconscious mimicry has consequences that go beyond the dyad. Specifically, it is hypothesized and found that being mimicked during social interaction shifts self–construals such that they become more interdependent and “other–oriented” (Study 1). Accordingly, interpersonal mimicry heightens one's perception of interpersonal closeness with nonspecified others (Study 2) and decreases one's physical proximity to others (Study 3). In a final experiment (Study 4), the impact of mimicry on self–construal is shown to mediate the positive social consequences of mimicry. 18 p.

Research has demonstrated that people automatically devote more attention to negative information than to positive information. The authors conducted 3 experiments to test whether this bias is attenuated by a person's affective context. Specifically, the authors primed participants with positive and negative information using traditional (e.g., subliminal semantic priming) and nontraditional (e.g., social interactions) means and measured the amount of attention they allocated to positive and negative information. With both event-related brain potentials (Experiment 1) and the Stroop task (Experiments 2 and 3), results suggest that the attention bias to negative information is attenuated or eliminated when positive constructs are made accessible. The implications of this result for other biases to negative information and for the self-reinforcing nature of emotional disorders are discussed.

Our repertoire of social behavior may include the ability to grasp and take on the goals of others automatically-that is, without conscious intent. Two experiments tested and confirmed the hypothesis that priming social groups causes individuals to pursue the goals stereotypical for members of those groups. Study 1 found that participants provided more feedback to help another person optimizing a computer task after subliminal priming of social groups associated with a helping goal. Importantly, these goal priming effects were qualified by goal strength: participants helped more when the concept of helping more strongly preexisted as a goal or desired state in the participant's mind. Study 2 established that participants worked harder on an unrelated task instrumental in attaining the goal to make money after priming social groups related to this goal. Implications for stereotype activation and automatic goal pursuit are discussed.

Consumer behavior can be influenced by mental processes that occur outside of conscious awareness. It is argued that in each domain of automaticity, researchers should specify the aspects of which consumers are presumably unaware. Three types of awareness are identified. These include awareness of (a) the environmental features that trigger an automatic process, (b) the automatic process itself, and (c) the outcome of that automatic process. Individuals may be unaware of one or more of these stages, thereby making the process nonconscious. With additional clarity regarding which aspects are nonconscious in which domains and the specific role that awareness plays, we can begin building a more comprehensive model of nonconscious processes in consumer behavior.

Nonconscious behavioral mimicry occurs when a person unwittingly imitates the behaviors of another person. This mimicry has been attributed to a direct link between perceiving a behavior and performing that same behavior. The current experiments explored whether having a goal to affiliate augments the tendency to mimic the behaviors of interaction partners. Experiment 1 demonstrated that having an affiliation goal increases nonconscious mimicry, and Experiment 2 further supported this proposition by demonstrating that people who have unsuccessfully attempted to affiliate in an interaction subsequently exhibit more mimicry than those who have not experienced such a failure. Results suggest that behavioral mimicry may be part of a person's repertoire of behaviors, used nonconsciously, when there is a desire to create rapport.

The "chameleon effect" refers to the tendency to adopt the postures, gestures, and mannerisms of interaction partners (Chartrand & Bargh, 1999). This type of mimicry occurs outside of conscious awareness, and without any intent to mimic or imitate. Empirical evidence suggests a bi-directional relationship between nonconscious mimicry on the one hand, and liking, rapport, and affiliation on the other. That is, nonconscious mimicry creates affiliation, and affiliation can be ex- pressed through nonconscious mimicry. We argue that mimicry played an impor- tant role in human evolution. Initially, mimicry may have had survival value by helping humans communicate. We propose that the purpose of mimicry has now evolved to serve a social function. Nonconscious behavioral mimicry increases af- filiation, which serves to foster relationships with others. We review current re- search in light of this proposed framework and suggest future areas of research.

While consumer choice research has dedicated considerable research attention to aspects of choice that are deliberative and conscious, only limited attention has been paid to aspects of choice that occur outside of conscious awareness. We review relevant research that suggests that consumer choice is a mix of conscious and nonconscious influences, and argue that the degree to which nonconscious influences affect choice is much greater than many choice researchers believe. Across a series of research domains, these influences are found to include stimulus that are not consciously perceived by the consumer, nonconscious downstream effects of a consciously perceived stimuli or thought process, and decision processes that occur entirely outside of awareness.

This chapter provides a concise and up-to-date description of neuroimaging methods in the context of eight conceptual questions used by social neuroscientists, particularly functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), for an audience of social and personality psychologists. It briefly discusses what kinds of questions can be answered using social neuroscience methods. The chapter describes how fMRI studies are designed and how their data are collected, analyzed, and reported. It focuses on EEG and event-related potential (ERP) studies. In neuroimaging, typically psychological processes are the independent variables and neural activity is the dependent variable. The anteriorization-abstraction hypothesis suggests some challenges for social neuroscience. The main challenge is that statistics that involve central tendency (e.g., means) are less powerful toward the abstract/anterior end of the gradient. Finally, the chapter also discusses the recent debates and controversies in social neuroscience and related fields.

During social interactions, there is a tendency for people to mimic the gestures and mannerisms of others, which increases liking and rapport. Psychologists have extensively studied the antecedents and consequences of mimicry at the social level, but the neural basis of this behavior remains unclear. Many researchers have speculated that mimicry is related to activity in the human mirror system (HMS), a network of parietofrontal regions that are involved in both action execution and observation. However, activity of the HMS during reciprocal social interactions involving mimicry has not been demonstrated. Here, we took an electroencephalographic (EEG) index of mirror activity-mu-suppression during action observation-in a pretest/post-test design with 1 of 3 intervening treatments: 1) social interaction in which the participant was mimicked, 2) social interaction without mimicry, or 3) an innocuous computer task, not involving another human agent. The change in mu-suppression from pre- to post-test varied as a function of the intervening treatment, with participants who had been mimicked showing an increase in mu-suppression during the post-treatment action observation session. We propose that this specific modulation of HMS activity as a function of mimicry constitutes the first direct evidence for mirror system involvement in real social mimicry.