Congruency Effect Research Articles

The Intersectional Role-(In) Congruity Effects of Age and Gender on Leadership Evaluations

Over the past decades, the Western workforce has experienced two notable demographic shifts: there has been an increase in the percentage of women occupying leadership roles and the workforce is aging. Considering these two trends in unison, it would be intuitive that the future workforce will be defined by an increasingly age and gender-diverse group of leaders. However, although the general percentage of female leaders has increased, this percentage decreases sharply in upper leadership and executive roles. The current theory on barriers to female leadership ascension contains conflicting propositions and has largely examined gender issues in isolation from other factors (i.e., age stereotypes). We aim to create consensus across the literature on age and gender-based leader prototypes by investigating intersectional role-congruity bias as a predictor of barriers to career advancement for age and gender-diverse individuals. We integrate fundamental propositions from role congruity theory within an intersectional framework to examine the joint influence that age- and gender-based agentic-communal role norms exert on leadership evaluations. Through the application of experimental vignette methodology across two studies ( N 1 = 163, N 2 = 466), our results suggest that (a) the positive effect of age on leadership prototypicality is attenuated for women, (b) traditional biases associated with female leadership are dependent upon age, and (c) male leaders receive a consistent and age-dependent bonus in ratings when displaying gender atypical communal behaviors. Implications for practice and research are discussed.

EXPRESS: Contingency learning and episodic contributions to the Item-Specific Proportion Congruent Effect.

Several studies have challenged the conflict adaptation account of cognitive control effects, suggesting that they are the result of learning/memory processes independent from control modulation. Some authors have suggested that the Item-Specific Proportion Congruent (ISPC) effect (i.e., the smaller congruency effect on items presented frequently in an incongruent combination) is driven by color-word contingency learning (CL). However, it has recently been suggested that CL can be explained in terms of episodic retrieval of the response given to the last encounter with the same stimulus, with no role of associative learning. The present study aims to analyze the independent role of CL and episodic retrieval on the ISPC effect. Experiment 1 showed no effect of control modulation and indicated that, when manipulated independently, learning-driven contingency is modulated by the episodic factor, but it remains significant. Experiments 2 and 3 extended the study of the interplay between learning and recency to the color-word CL paradigm, finding larger contingency effects on color words compared to neutral ones and replicating the interaction between CL and episodic retrieval from Experiment 1. Surprisingly, these two experiments also showed control modulation apart from contingency and recency effects in color words. In sum, our study reveals that the ISPC effect results from the joint contribution of cognitive control, associative learning, and episodic effects.

Evidence against implicit belief processing in a blindfold task.

Understanding what other people think is crucial to our everyday interactions. We seem to be affected by the perspective of others even in situations where it is irrelevant to us. This intrusion from others' perspectives has been referred to as altercentric bias and has been suggested to reflect implicit belief processing. There is an ongoing debate about how robust such altercentric effects are and whether they indeed reflect true mentalizing or result from simpler, domain-general processes. As a critical test for true mentalizing, the blindfold manipulation has been proposed. That is, participants are familiarized with a blindfold that is either transparent or opaque. When they then observe a person wearing this blindfold, they can only infer what this person can or cannot see based on their knowledge of the blindfold's transparency. Here, we used this blindfold manipulation to test whether participants' reaction times in detecting an object depended on the agent's belief about the object's location, itself manipulated with a blindfold. As a second task, we asked participants to detect where the agent was going to look for the object. Across two experiments with a large participant pool (N = 234) and different settings (online/lab), we found evidence against altercentric biases in participants' response times in detecting the object. We did, however, replicate a well-documented reality congruency effect. When asked to detect the agent's action, in turn, participants were biased by their own knowledge of where the object should be, in line with egocentric biases previously found in false belief reasoning. These findings suggests that altercentric biases do not reflect belief processing but lower-level processes, or alternatively, that implicit belief processing does not occur when the belief needs to be inferred from one's own experience.

Personality and susceptibility to political microtargeting: A comparison between a machine-learning and self-report approach

Based on recent technological advances, campaigners and political actors can use psychographic-based political marketing. Yet, empirical evidence about its effectiveness is still very limited. Based on self-congruity theory, a pre-registered experiment (N = 280) investigated the persuasion effects of personality-congruent political microtargeting on the attitude toward the political party and voting intentions of citizens. More precisely, the focus was on the thinking vs feeling personality dimension (MBTI), and it was tested whether this personality “interacts” with exposure to a matching advertising appeal: rational vs. emotional political ad. To do so, two different methodological approaches were used: 1) a machine learning approach; 2) a self-report survey measure of personality. Results revealed significant “congruence effects” between personality and ad appeal, and showed that perceived ad relevance was serving as the underlying mechanism (mediator). However, these results were only found when the self-report measure of personality was used. When the algorithmic approach was used, no significant results were found. These findings feed into timely societal, methodological, and theoretical contributions.

Gender Bias in Virtual Doctor Interactions: Gender Matching Effects of Chatbots and Users on Communication Satisfactions and Future Intentions to Use the Chatbot

A healthcare provider’s gender not only influences patients’ health-related behaviors but also the reliability of health information. Grounded in the Computers Are Social Actors (CASA) theory and prior health literature, the current study examines how healthcare chatbots’ gender cues and user gender affect intentions to use the chatbot and chatbot expertise perceptions. Using a 3 (Chatbot Gender Cues: Chatbot vs. Male Doctor vs. Female Doctor) X 2 (User Gender: Male vs. Female) between-subjects experiment, this study indicates that the female-doctor design cues led to significantly higher perceived warmth and communication satisfaction, which subsequently increased social presence and future intentions to use the chatbot. Results also indicated a significant gender congruence effect between female users and the female-doctor design cue chatbot to yield greater communication satisfaction. This study, however, did not find a significant difference in perceived expertise between male versus female doctor design cues. Theoretical and practical implications are discussed.

The reading brain extracts syntactic information from multiple words within 50 milliseconds

To what extent do readers process multiple words in parallel? Although it is now commonly accepted that letters are processed across multiple words simultaneously, higher-order (lexical, semantic, syntactic) parallel processing remains contentious. Recent use of the flanker paradigm has revealed that the syntactic recognition of foveal target words is influenced by the syntactic congruency of parafoveal flanking words even when target and flankers are shown for only 170 ms. It has been argued, however, that such settings may allow processing of multiple words even if this were to happen on a serial one-by-one basis. To circumvent this possibility, here I have tested participants in a syntactic categorization task whereby targets and flankers were shown for only 50 ms and replaced by post-masks. Significant effects of target-flanker congruency were observed in both response times and accuracy, indicating that readers extracted syntactic information from multiple words within the very brief presentation time. The present results strongly suggest that the brain extracts higher-order linguistic information from multiple words in parallel.

Attentional Control in Subjective Cognitive Decline.

Attention is an essential cognitive ability that is necessary in other cognitive processes. Only few studies have focused on decline in specific functions of attention in older adults with cognitive decline. No research explores the difference in the proactive and reactive mode of control between the healthy control (HC) and older adults with subjective cognitive decline (SCD). The current work investigated whether there was any decline in alerting, orienting, and executive control in SCD. Particularly, the present study further explored the impairment of the proactive and reactive control in SCD. We recruited 25 HC and 26 SCD. All participants first finished a set of neuropsychological assessments. They then completed an Attention Network Test for measuring the alerting, orienting, and executive control, the List-wide and the Item-specific Proportion Congruency Effect task for measuring the proactive and reactive mode of control, respectively. No difference was found in alerting, orienting, and executive control measured by the ANT between SCD and HC. The results also indicated no difference in the reactive control between SCD and HC. However, older adults with SCD performed worse in the proactive control as compared to HC. Older adults with SCD showed an impairment in the proactive control. The current findings help us better understand objective decline in cognitive domains other than memory and shed light on early assessment and prevention of AD.

Combining EEG and 3D-eye-tracking to study the prediction of upcoming speech in naturalistic virtual environments: A proof of principle

EEG and eye-tracking provide complementary information when investigating language comprehension. Evidence that speech processing may be facilitated by speech prediction comes from the observation that a listener's eye gaze moves towards a referent before it is mentioned if the remainder of the spoken sentence is predictable. However, changes to the trajectory of anticipatory fixations could result from a change in prediction or an attention shift. Conversely, N400 amplitudes and concurrent spectral power provide information about the ease of word processing the moment the word is perceived. In a proof-of-principle investigation, we combined EEG and eye-tracking to study linguistic prediction in naturalistic, virtual environments. We observed increased processing, reflected in theta band power, either during verb processing - when the verb was predictive of the noun - or during noun processing - when the verb was not predictive of the noun. Alpha power was higher in response to the predictive verb and unpredictable nouns. We replicated typical effects of noun congruence but not predictability on the N400 in response to the noun. Thus, the rich visual context that accompanied speech in virtual reality influenced language processing compared to previous reports, where the visual context may have facilitated processing of unpredictable nouns. Finally, anticipatory fixations were predictive of spectral power during noun processing and the length of time fixating the target could be predicted by spectral power at verb onset, conditional on the object having been fixated. Overall, we show that combining EEG and eye-tracking provides a promising new method to answer novel research questions about the prediction of upcoming linguistic input, for example, regarding the role of extralinguistic cues in prediction during language comprehension.

Does cross-modal correspondence modulate modality-specific perceptual processing? Study using timing judgment tasks.

Cross-modal correspondences refer to associations between stimulus features across sensory modalities. Previous studies have shown that cross-modal correspondences modulate reaction times for detecting and identifying stimuli in one modality when uninformative stimuli from another modality are present. However, it is unclear whether such modulation reflects changes in modality-specific perceptual processing. We used two psychophysical timing judgment tasks to examine the effects of audiovisual correspondences on visual perceptual processing. In Experiment 1, we conducted a temporal order judgment (TOJ) task that asked participants to judge which of two visual stimuli presented with various stimulus onset asynchronies (SOAs) appeared first. In Experiment 2, we conducted a simultaneous judgment (SJ) task that asked participants to report whether the two visual stimuli were simultaneous or successive. We also presented an unrelated auditory stimulus, simultaneously or preceding the first visual stimulus, and manipulated the congruency between audiovisual stimuli. Experiment 1 indicated that the points of subjective simultaneity (PSSs) between the two visual stimuli estimated in the TOJ task shifted according to the audiovisual correspondence between the auditory pitch and visual features of vertical location and size. However, these audiovisual correspondences did not affect PSS estimated using the SJ task in Experiment 2. The different results of the two tasks can be explained through the response bias triggered by audiovisual correspondence that only the TOJ task included. We concluded that audiovisual correspondence would not modulate visual perceptual timing and that changes in modality-specific perceptual processing might not trigger the congruency effects reported in previous studies.

Language directs spatial attention differently in explicit and implicit tasks.

How do words with either explicit or implicit spatial meanings (e.g., DOWN, BOOT) shift our attention? Recent studies, presenting prime words followed by probe targets, suggested that, for implicit spatial words, both the spatial meaning of prime words and the target locations must be processed to induce congruency benefits. Here we examined the functional necessity of the latter location component. 91 healthy adults discriminated target letters that followed explicit or implicit spatial words. Words either did or did not have to be semantically processed. Target discrimination speed was used to compute congruency benefits. With explicit prime words, spatial congruency effects emerged without semantic processing instructions. In contrast, with implicit prime words, only instructing their semantic processing ensured a congruency benefit. This shows that, for implicit spatial words, spatial processing of target locations is not necessary; instead, processing the spatial connotation of the prime, together with the identity of the target, can induce congruency benefits. Our results help to understand previous conflicting findings.

Cognitive control across the lifespan: Congruency effects reveal divergent developmental trajectories.

The Simon, Stroop, and Eriksen flanker tasks are commonly used to assess cognitive control across the lifespan. However, it remains unclear whether these three tasks in fact measure the same cognitive abilities and in the same proportion. We take a developmental approach to this question: if the Simon, Stroop, and flanker tasks all roughly measure the same capacity, they should show similar patterns of age-related change. We present data from two massive online cross-sectional studies: Study 1 included 9,585 native English speakers between 10 and 80 years of age who completed the Simon and Stroop tasks, and Study 2 included 13,448 English speakers between 10 and 79 years of age who completed the flanker task. Of the three tasks, only the flanker task revealed an inverted U-shaped developmental trajectory, with performance improving until approximately 23 years of age and declining starting around 40 years of age. Performance on the Simon and Stroop tasks peaked around 34 and 26 years of age, respectively, and did not decline significantly in later life, though it is possible that age-related declines would be observed with more difficult versions of the tasks. Although the Simon and Stroop tasks are commonly interpreted to target similar underlying processes, we observed near zero correlations between the congruency effects observed in each task in terms of both accuracy and response time. We discuss these results in light of recent debates regarding the suitability of these tasks for assessing developmental and individual differences in cognitive control. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

The effect of multisensory semantic congruency on unisensory object recognition in schizophrenia.

Multisensory, as opposed to unisensory processing of stimuli, has been found to enhance the performance (e.g., reaction time, accuracy, and discrimination) of healthy individuals across various tasks. However, this enhancement is not as pronounced in patients with schizophrenia (SZ), indicating impaired multisensory integration (MSI) in these individuals. To the best of our knowledge, no study has yet investigated the impact of MSI deficits in the context of working memory, a domain highly reliant on multisensory processing and substantially impaired in schizophrenia. To address this research gap, we employed two adopted versions of the continuous object recognition task to investigate the effect of single-trail multisensory encoding on subsequent object recognition in 21 schizophrenia patients and 21 healthy controls (HC). Participants were tasked with discriminating between initial and repeated presentations. For the initial presentations, half of the stimuli were audiovisual pairings, while the other half were presented unimodal. The task-relevant stimuli were then presented a second time in a unisensory manner (either auditory stimuli in the auditory task or visual stimuli in the visual task). To explore the impact of semantic context on multisensory encoding, half of the audiovisual pairings were selected to be semantically congruent, while the remaining pairs were not semantically related to each other. Consistent with prior studies, our findings demonstrated that the impact of single-trial multisensory presentation during encoding remains discernible during subsequent object recognition. This influence could be distinguished based on the semantic congruity between the auditory and visual stimuli presented during the encoding. This effect was more robust in the auditory task. In the auditory task, when congruent multisensory pairings were encoded, both participant groups demonstrated a multisensory facilitation effect. This effect resulted in improved accuracy and RT performance. Regarding incongruent audiovisual encoding, as expected, HC did not demonstrate an evident multisensory facilitation effect on memory performance. In contrast, SZs exhibited an atypically accelerated reaction time during the subsequent auditory object recognition. Based on the predictive coding model we propose that this observed deviations indicate a reduced semantic modulatory effect and anomalous predictive errors signaling, particularly in the context of conflicting cross-modal sensory inputs in SZ.

4 Impact of APOE-ε Alleles on Brain Structure and Function in Healthy Older Adults: A VBM and DTI Replication Study

Objective:The Apolipoprotein E (APOE) gene has been established in the Alzheimer’s disease (AD) literature to impact brain structure and function and may also show congruent effects in healthy older adults, although findings in this population are much less consistent. Magnetic Resonance Imaging (MRI), Diffusion Tensor Imaging (DTI), and neuropsychological measures present as useful, non-invasive tools to investigate the impact of APOE-e allele status on grey matter structure, white matter integrity, and cognitive functioning, respectively. Nonetheless, studies to date have revealed mix findings and few studies have taken a multimodal approach to investigating APOE’s effects. Thus, the objective of the current study was to replicate and expand upon the multimodal neuroimaging study conducted by Honea et al. (2009), that examined the impact of APOE-e4 presence on brain structure and cognitive function in healthy older adults, with the addition of APOE-e2 carriers and cognitive composite measures. The aim of the current replication study was to identify reliable changes to grey matter volume and white matter integrity in healthy older adults as it relates to APOE-e allele presence and cognitive performance. This represents one of the first studies to investigate both the risk and protective effects of APOE-e alleles (e4 and e2 respectively) on measures of cognitive performance, GMV and white matter integrity in healthy older adults.Participants and Methods:Data were obtained from the Alzheimer’s Disease Initiative phase 3 (ADNI3) database. Baseline MRI, DTI and cognitive composite scores for memory (ADNI-Mem) and executive function (ADNI-EF) were acquired from 116 healthy controls. Participants were grouped according to APOE allele presence (APOE-e2+ N= 17, APOE-e3e3 N= 64, APOE-e4+ N=35). Voxel-based morphometry (VBM) and tract based spatial statistics (TBSS) were used to compare grey matter volume (GMV) and white matter integrity respectively between APOE-e2+ and APOE-e3e3 controls, and again between APOE-e4+ and APOE-e3e3 controls. Multivariate analysis of covariance (MANCOVA) was used to examine the effects of APOE polymorphism on memory and EF across all APOE groups with covariates of age, sex, education, and cognitive scores were correlated with imaging metrics within groups (Pearson r) to examine associations between cognitive performance and brain structure.Results:Consistent with findings from Honea et al. (2009), no significant differences were seen across APOE groups, within-groups in MRI metrics, or cognitive performance (p>0.05, corrected for multiple comparisons). Taking a similar approach to Honea and company, nonsignificant, trend-level results were examined (p<0.2, corrected for multiple comparisons) and suggested: 1) Decreased GMV and increased mean diffusivity (MD) were present in APOE-e4+ compared to APOE-e3e3 and 2) Increased GMV and fractional anisotropy (FA) were present in APOE-e2+ compared to APOE-e3e3.Conclusions:The current study replicated and extended previous findings. Trend-level findings across both the current and replicated study suggests there may be subtle neurostructural differences in healthy aging as a function of APOE-e4 status. The current study additionally found potential subtle differences in GMV and white matter integrity in APOE-e2 carriers at the trend-level, consistent with previous reports of APOE-e2 's protective effects against neurodegeneration. Although these findings should be interpreted with caution, trend-level effects seen in the current study are consistent with previous research and may hold important implications for APOE neuromechanisms.

Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context

There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.

Psychological Resilience Factors and Their Association With Weekly Stressor Reactivity During the COVID-19 Outbreak in Europe: Prospective Longitudinal Study.

Cross-sectional relationships between psychosocial resilience factors (RFs) and resilience, operationalized as the outcome of low mental health reactivity to stressor exposure (low "stressor reactivity" [SR]), were reported during the first wave of the COVID-19 pandemic in 2020. Extending these findings, we here examined prospective relationships and weekly dynamics between the same RFs and SR in a longitudinal sample during the aftermath of the first wave in several European countries. Over 5 weeks of app-based assessments, participants reported weekly stressor exposure, mental health problems, RFs, and demographic data in 1 of 6 different languages. As (partly) preregistered, hypotheses were tested cross-sectionally at baseline (N=558), and longitudinally (n=200), using mixed effects models and mediation analyses. RFs at baseline, including positive appraisal style (PAS), optimism (OPT), general self-efficacy (GSE), perceived good stress recovery (REC), and perceived social support (PSS), were negatively associated with SR scores, not only cross-sectionally (baseline SR scores; all P<.001) but also prospectively (average SR scores across subsequent weeks; positive appraisal (PA), P=.008; OPT, P<.001; GSE, P=.01; REC, P<.001; and PSS, P=.002). In both associations, PAS mediated the effects of PSS on SR (cross-sectionally: 95% CI -0.064 to -0.013; prospectively: 95% CI -0.074 to -0.0008). In the analyses of weekly RF-SR dynamics, the RFs PA of stressors generally and specifically related to the COVID-19 pandemic, and GSE were negatively associated with SR in a contemporaneous fashion (PA, P<.001; PAC,P=.03; and GSE, P<.001), but not in a lagged fashion (PA, P=.36; PAC, P=.52; and GSE, P=.06). We identified psychological RFs that prospectively predict resilience and cofluctuate with weekly SR within individuals. These prospective results endorse that the previously reported RF-SR associations do not exclusively reflect mood congruency or other temporal bias effects. We further confirm the important role of PA in resilience.

Eye gaze is not unique: The reversed congruency effect on gaze and tongue targets.

In the spatial Stroop task, an arrow target produces a spatial Stroop effect, whereas a gaze target elicits a reversed congruency effect. The reversed congruency effect has been explained by the unique attentional mechanisms of eye gaze. However, recent studies have shown that not only gaze but arrow targets produced a reversed congruency effect when embedded in a complex background. The present study investigated whether non-gaze targets produce a reversed congruency effect. In Experiments 1 and 2, we used the tongue, which is not commonly used to indicate spatial directions in daily life, as a target in the spatial Stroop task, in addition to the conventional gaze and arrows. In Experiment 3, we used arrow stimuli embedded in a complex background as a target. Participants judged the left/right direction of the target presented in the left or right visual field. Although arrow and gaze targets replicated previous findings (spatial Stroop and reversed congruency effect, respectively), the tongue target produced a reversed congruency effect (Experiments 1 and 2). The spatial Stroop effect of arrow targets disappeared when they were in a complex background (Experiment 3). These results are inconsistent with previous accounts emphasising the unique status of eye gaze. We propose that temporal decay of the location code and response inhibition are responsible for the reversal of spatial interference.

Beyond behavior: the penitence congruity effect among children

The penitence congruity effect observed in adults suggests that people may assess wrongdoers more leniently when they exhibit guilt and deontological beliefs. It means that judgments about one’s morality are influenced not only by their actions but also by their expressed moral emotions and beliefs. To determine whether children also exhibit this effect, we studied N = 250 children aged 10 and 11. We presented them with six vignettes: four depicting morally questionable actions (cheating on an exam, lying about homework, fighting with another student, stealing money found in a school hallway) and two displaying socially undesirable behaviors (attending school in pajamas, being late to school). Children also received information about the wrongdoer’s emotions (presence or absence of guilt) and beliefs (deontological stance or its absence) or were provided with no additional information on emotions or beliefs. Participants were then asked to assess a wrongdoer’s morality for each story. Our findings not only confirm the presence of the penitence congruity effect in children but also demonstrate its applicability to non-conventional behaviors. Specifically, when a wrongdoer expresses guilt and acknowledges wrongdoing, children are more lenient in their evaluations than in the control condition when no insights into the wrongdoer’s emotions or beliefs are provided. The results align with the person-centered theory, which posits that individuals assess overall character rather than isolated actions, considering all available information about the person in question. The findings hold potential applications, e.g., in moral education.

The impact of distractor relevance on the strength and timing of cognitive control: Evidence from delta plots and diffusion model analyses.

In the present study, we examined how the relevance of potentially distracting information modulates the interplay of target and distractor processing in conflict tasks. Specifically, we manipulated the degree to which distracting information is relevant for performing the overall task by varying the proportion of trials in which a response to the distractor(s) (Experiments 1a and 1b: location in a Simon task; Experiment 2: flankers in an Eriksen flanker task) instead of to the target was required. Across all experiments, the congruency effect on mean RT was larger with the increasing relevance of the distractor(s). Critically, the slopes of the delta plot were more strongly increasing when the distractors were potentially relevant (as opposed to completely irrelevant), suggesting that cognitive control affects the timing of suppressing distractor-based activation. In addition, delta plot and diffusion model analyses revealed that the strength of suppressing distractor processing and the efficiency of target processing were enhanced when the distractors were less relevant. Overall, the present study dissociated multiple and time-dependent adjustments of control processes (i.e., target processing enhancement plus timing and strength of distractor suppression) in environments that encourage either a more stable or more flexible processing mode. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

Using Virtual Objects With Hand-Tracking: The Effects of Visual Congruence and Mid-Air Haptics on Sense of Agency.

Virtual reality expands the possibilities of human action. With hand-tracking technology, we can directly interact with these environments without the need for a mediating controller. Much previous research has looked at the user-avatar relationship. Here we explore the avatar-object relationship by manipulating the visual congruence and haptic feedback of the virtual object of interaction. We examine the effect of these variables on the sense of agency (SoA), which refers to the feeling of control over our actions and their effects. This psychological variable is highly relevant to user experience and is attracting increased interest in the field. Our results showed that implicit SoA was not significantly affected by visual congruence and haptics. However, both of these manipulations significantly affected explicit SoA, which was strengthened by the presence of mid-air haptics and was weakened by the presence of visual incongruence. We propose an explanation of these findings that draws on the cue integration theory of SoA. We also discuss the implications of these findings for HCI research and design.

Antecedents and Consequences of Brand Pride: An Investigation of The Causes of Brand Pride and Its Consequences for Willingness to Pay A Premium Price

In addition to protecting the product, the brand is also a guarantee of quality. Therefore, consumers often pay a premium price for branded goods. In some cases, branded goods also often become status symbols that reflect the prestige that gives brand pride so that consumers will align their brand choice with their self-concept (self-brand congruity). This study investigates the effect of self-brand congruity on willingness to pay a premium price through its impact on brand pride. The study was conducted on Smartphone users with the iPhone brand, a smartphone with a premium price. The study involved 120 respondents with various occupations. The test was carried out using Structural Equation Modeling, which was processed with Smart PLS4.0. The results show that self-brand congruity positively significantly Individual Brand Pride, Collective Brand Pride, and willingness to pay a premium price. Meanwhile, Individual Brand Pride is positively willing to pay premium prices, while collective brand pride does not. Individual Brand Pride is proven as a partial variable mediating the effect of self-brand congruity on willingness to pay a premium price.