Event valence and unrealistic optimism

The effect of event valence on unrealistic optimism was studied. 94 Deakin University students rated the comparative likelihood that they would experience either a controllable or an uncontrollable health-related event. Valence was manipulated to be positive (outcome was desirable) or negative (outcome was undesirable) by varying the way a given event was framed. Particiapants either were told the conditions which promote the event and rated the comparative likelihood they would experience it or were told the conditions which prevent the event and rated the comparative likelihood they would avoid it. For both the controllable and the uncontrollable events, unrealistic optimism was greater for negative than positive valence. It is suggested that a combination of the 'motivational account' of unrealistic optimism and prospect theory provides a good explanation of the results. 

Event valence and unrealistic optimism: further evidence

Unrealistic optimism is assessed using either a single question, the rating of own likelihood of experience an event compared to that of the average person, or two questions, separate rating of own likelihood and that of the average person. The effect of using valence on more unrealistic optimism was studied in a sample of 175 students using the two-question measure. Valence was manipulated to be positive, i.e., outcome was desirable, or negative, i.e., outcome was undesirable, by 'framing' the same event appropriately. Unrealistic optimism was greater for negative than positive valence. The effect was of the same direction and magnitude as that found by Gold and Martyn (2003) using the single-question measure. The relationship between valence and unrealistic optimism does not depend on whether unrealistic optimism is assessed with one or two questions.

The measurement of the number, uniqueness, and valence of brand associations across three product categories

The research reported in this paper investigated the measurement of brand associations across three product categories. Brand associations had not been tested previously across all three categories of fast-moving consumer good, service, and durable in the one study. A free association method was used to generate brand associations for a fast-moving consumer good (shampoo), a service (banks) and a durable good (cars). The findings indicate that the first brand a respondent recalled has the greatest number of positive, unique and total brand associations. In addition, the findings indicated that durable goods have the highest number of associations, and the greatest number of unique and favourable brand associations. Further, banks and financial services had the fewest positive associations, which may have reflected attitudes to banks at the time of the research. These findings have implications for the manner in which respondents use information to recall brands, and how they process brand information when faced with a cue. Respondents use a depth and breadth of brand associations to generate brand information.

Sexual and emotional variables influencing sexual response to erotica: a psychophysiological investigation

The relative contribution of attentional and emotional factors to the physiological and subjective sexual arousal elicited by erotic film was evaluated. Sexual arousal, attentional, and emotional responses were measured while 30 men were presented with a series of erotic film segments. Levels of physiological and subjective sexual arousal were higher when subjects became absorbed in the activities portrayed in the film and when they experienced the depicted erotic encounters as appetitive, than when they were distracted and perceived the encounters as aversive. The erotic film elicited a diminished startle response to a sudden burst of white noise presented during stimulation relative to the nature film, suggesting that at a physiological level the erotic segments of film were processed as more appetitive in valence. The level of sexual arousal elicited by the erotic segments was related to the extent to which subjects were entertained by the film, even though there was considerable anxiety generated by the portrayed sexual scenarios. Sexual response was not significantly correlated with trait measures of absorption (as indexed by the Tellegen Absorption Scale) nor with vividness of imagery (as assessed by the Betts Questionnaire upon Mental Imagery). Arousal was related to state-assessed attentional and emotional variables, and physiological measures of emotional response, demonstrating the multidimensional nature of the sexual response Future directions for comparing male sexual response patterns with female response patterns are suggested.

Unrealistic optimism about becoming infected with HIV: different causes in different populations

People tend to believe that their chance of experiencing undesirable events is lower and their chance of experiencing desirable events is higher than that of the average person like them. Two explanatory models of such 'unrealistic optimism' (UO) have been proposed: While the motivational account holds that UO serves the function of bringing comfort, the cognitive account holds that UO serves no particular function, being simply a by-product of normal cognitive strategies. UO for HIV infection was studied in samples of uninfected students (Study 1, n = 68) and gay men (Study 2, n = 63). In each case, participants rated either their relative likelihood of becoming infected (negative valence condition) or their relative likelihood of remaining uninfected (positive valence condition). As predicted, in Study 1 UO was greater where valence was negative and in Study 2 valence had no effect. The findings suggest that the students' UO is better explained by the motivational account, while the gay men's UO is better explained by the cognitive account. Implications for AIDS education are discussed.

Is life dissatisfaction the opposite of life satisfaction?

The circumplex model of affect proposes that states of affect can be categorised according to the two dimensions of valence and arousal. According to this model, satisfaction and dissatisfaction are located on the pleasant and unpleasant ends of the valence axis as bipolar opposites. This study investigated the relationship between these two adjectives when assessed with unipolar or bipolar response formats. This suggests that a reciprocal relationship exists between life satisfaction and dissatisfaction when a unipolar response format is employed, but not when a bipolar response format was used. These results are discussed in relation to current affect theory and subject wellbeing research.

Subjective wellbeing as an affective-cognitive construct

The affective content of Subjective Wellbeing (SWB) was investigated in two separate studies. Study 1 involved a representative sample of 478 participants from across Australia aged between 18 and 72 years. This study tested the circumplex model of affect and then determined the minimum set of affects that explain variance in SWB. The model was supported, with most affects congregated around the valence axis. Overall, 64% of the variance in SWB was explained by six Core Affects, indicating that SWB is a highly affective construct. Study 2 tested the relative strength of Core Affect (content, happy and excited), in three separate models of SWB incorporating cognition (seven discrepancies)
and all five factors of personality. Using a sample of 854 participants aged been 18 – 86 years, structural equation modeling was used to compare an affective-cognitive driven model of SWB, with a personality driven model of SWB and a discrepancy driven model of SWB. The results provide support for an affective-cognitive model which explained 90 percent of the variance in SWB. All models confirm that the relationship between SWB, Core Affect and Discrepancies is far stronger than the relationship between personality and SWB. It is proposed that Core Affect and Discrepancies comprise the essence of SWB. Moreover, Core Affect is the driving force behind individual set-point levels in SWB homeostasis.