Congruency Effect Research Articles

Influences of persona self on luxury brand attachment in the Metaverse context

PurposeThis study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on Metaverse users.Design/methodology/approachThe authors recruited 300 Metaverse users from South Korea to participate in the survey. Participants were asked whether the participants had experienced Metaverse, including Roblox and Zepeto, before participating in the survey. The Gucci Garden was suggested as a luxury brand in the Metaverse for the participants.FindingsThe findings clarify the concept of persona self-congruence and support the congruence's effects on luxury brand attachment in the Metaverse context. This study found a positive relationship between persona self-congruence and luxury brand attachment that influences attitude and purchase intentions in the context of Metaverse, contributing to the theoretical and practical implications for luxury brand management.Research limitations/implicationsThis study contributes to luxury brand marketing in the Metaverse context by clarifying the concept of persona self-congruence and articulating the congruence's effects on luxury brand attachment in the context of the Metaverse.Practical implicationsIn the post-pandemic world, this study offers luxury brand practitioners new insights to help the practitioners develop and manage luxury brand strategies by understanding the influence of persona self-congruence and luxury brand attachment on luxury brand evaluation in the Metaverse context.Originality/valueThis study addresses an innovative and practical issue related to the impact of persona self-congruence on luxury brand attachment in the Metaverse, offering new insights for luxury brand management in the post-pandemic world.

Informational and emotional appeals of cover image in crowdfunding platforms and the moderating role of campaign outputs

The first-stage decision is critical in the decision process in crowdfunding, where the cover image plays an important role in forming first impressions and persuading click funders. This study explores how emotional visual cues (human face) and informational visual cues (visual text) in the cover image affect funders' decisions and how the effects differ across campaigns. The results demonstrate the great persuasive power of human faces and visual text. We further illustrate the effects of joyful expressions and image-text congruency as well as the non-significant influence of the length and polarity of visual text. Moreover, emotional visual cues are more effective in intangible product campaigns, while informational visual cues are more effective in tangible product campaigns, and both are important in social service campaigns. Valuable insight is provided to creators about the design of the cover image.

The lexical processing of Japanese collocations by Chinese Japanese-as-a-Foreign-Language learners: An experimental study by manipulating the presentation modality, semantic transparency, and translational congruency.

Research on collocations has become an essential issue in L2 acquisition and cognitive psychology. Previous studies have mainly focused on phonographic languages such as English, Swedish, and German, and primarily discussed the effect of semantic transparency and translational congruency. However, these studies have lacked (1) an analysis of the interactions between presentation modalities (visual vs. auditory) and the semantic transparency and translational congruency, and (2) a discussion of an ideographic language, such as Chinese and Japanese. We conducted an experiment with 36 Chinese Japanese-as-a-Foreign-Language learners to examine the processing of Japanese collocations. In the experiment, we manipulated the presentation modality, semantic transparency, and translational congruency during a lexical judgment task. Data analysis using linear mixed-effects models revealed the following. (1) In both conditions of semantic transparency and translational congruency, the auditory presentation was associated with longer reaction times than the visual presentation. (2) In the visual presentation condition, neither semantic transparency nor translational congruency showed significant effects. (3) In the auditory presentation condition, the reaction time for collocations with high semantic transparency tended to be longer than that for collocations with medium semantic transparency and significantly longer than that for collocations with low semantic transparency. The reaction time for collocations with congruent translation was longer than that for collocations with incongruent translation. These results support the dual-route model of Japanese collocational processing by Chinese Japanese-as-a-Foreign-Language learners. Our findings suggest that whether the analytic or holistic processing dominates is closely related to the learners' knowledge of Chinese and Japanese Kanji words and strongly influenced by the presentation modality, semantic transparency, and translational congruency.

Event-Related Potentials Reveal the Impact of Conflict Strength in a Numerical Stroop Paradigm.

Numerical cognition provides an opportunity to study the underlying processes of selective attention to numerical information in the face of conflicting, non-numerical, information of different magnitudes. For instance, in the numerical Stroop paradigm, participants are asked to judge pairs of Arabic digits whose physical size can either be congruent (e.g., 3 vs. 5) or incongruent (e.g., 3 vs. 5) with numerical value. Congruency effects when deciding which of the two digits is numerically larger are thought to reflect the inhibition of the irrelevant physical size. However, few studies have investigated the impact of the salience of the irrelevant non-numerical information on these congruency effects and their neural substrates. EEG was recorded in 32 adults during a numerical Stroop task with two levels of salience (low, high) of the irrelevant size dimension. At the behavioral level, we observed larger congruency effects in the high salience condition (i.e., when the difference in size between the two digits is larger). At the neural level, at centro-parietal electrodes, we replicated previous studies showing a main effect of congruency on event-related potential (ERP) amplitudes between 280 and 370 ms post-stimulus, as well as a main effect of salience around 200 ms post-stimulus. Crucially, congruency and salience interacted both between 230 and 250 ms (P2), and between 290 and 340 ms (P3). These results provide support for separate processes underlying the increase in congruency effect, which can be attributed to higher demands in both the inhibition of the irrelevant dimension, and the attention to the relevant numerical information.

Task Switching: On the Relation of Cognitive Flexibility with Cognitive Capacity.

The task-switching paradigm is deemed a measure of cognitive flexibility. Previous research has demonstrated that individual differences in task-switch costs are moderately inversely related to cognitive ability. However, current theories emphasize multiple component processes of task switching, such as task-set preparation and task-set inertia. The relations of task-switching processes with cognitive ability were investigated in the current study. Participants completed a task-switching paradigm with geometric forms and a visuospatial working memory capacity (WMC) task. The task-switch effect was decomposed with the diffusion model. Effects of task-switching and response congruency were estimated as latent differences using structural equation modeling. Their magnitudes and relations with visuospatial WMC were investigated. Effects in the means of parameter estimates replicated previous findings, namely increased non-decision time in task-switch trials. Further, task switches and response incongruency had independent effects on drift rates, reflecting their differential effects on task readiness. Findings obtained with the figural tasks employed in this study revealed that WMC was inversely related to the task-switch effect in non-decision time. Relations with drift rates were inconsistent. Finally, WMC was moderately inversely related to response caution. These findings suggest that more able participants either needed less time for task-set preparation or that they invested less time for task-set preparation.

Large-scale study of the precision of the approximate number system: Differences between formats, heterogeneity and congruency effects

The study used a large sample of elementary schoolchildren in Russia (N = 3,448, 51.6% were girls, with a mean age of 8.70 years, ranging 6–11 years) to investigate the congruency, format and heterogeneity effects in a nonsymbolic comparison test and between-individual differences in these effects with generalized linear mixed effects models (GLMMs). The participants were asked to compare two arrays of figures of different colours in spatially separated or spatially intermixed formats. In addition, the figures could be similar or different for the two arrays. The results revealed that congruency (difference between congruent and incongruent items), format (difference between mixed and separated formats) and heterogeneity (difference between homogeneous and heterogeneous conditions) interacted. The heterogeneity effect was higher in the separated format, while the format effect was higher for the homogeneous condition. The separated format produced a greater congruency effect than the mixed format. In addition, the congruency effect was lower in the heterogeneous condition than in the homogeneous condition. Analysis of between-individual differences revealed that there was significant between-individual variance in the format and congruency effects. Analysis of between-grade differences revealed that accuracy improved from grade 1 to grade 4 only for congruent trials in separated formats. Consequently, the congruency effect increased in separated/homogeneous and separated/heterogeneous conditions. In general, the study demonstrated that the test format and heterogeneity affected accuracy and that this effect varied for congruent and incongruent items.

Control Analysis of Cooperativity and Complementarity in Metabolic Regulations: The Case of NADPH Homeostasis.

Complex feedback regulation patterns shape the cellular metabolic response to external or internal perturbations. We propose here a framework consisting of a sampling-based metabolic control analysis of kinetic models to investigate the modes of regulatory interplay in metabolic functions. NADPH homeostasis, for instance in a context of oxidative stress, is an example of metabolic function that involves multiple feedback regulations which raises the issue of their concerted action. Our computational framework allows us to characterize both respective and combined effects of regulations, distinguishing between synergistic versus complementary modes of regulatory crosstalk. Synergistic regulation of G6PD enzymes and PGI enzymes is mediated by congruent effects between concentration sensitivities and reaction elasticities. Complementary regulation of pentose phosphate pathway and lower glycolysis relates to metabolic state-dependent range of regulation efficiency. These cooperative effects are shown to significantly improve metabolic flux response to support NADPH homeostasis, providing a rationale for the complex feedback regulation pattern at work.

How attention and knowledge modulate memory: The differential impact of cognitive conflicts on subsequent memory—A review of a decade of research

In order to cope with cognitive conflicts, attention and knowledge are required. In some conditions, cognitive conflicts can boost subsequent memory and in other conditions, they can attenuate subsequent memory. The goal of the present study is to provide a narrative review of studies from the last decade in which Stroop or flanker conflicts, task switching, perceptual disfluency or semantic incongruence were manipulated at study. We propose an integrative framework considering attentional mechanisms and knowledge structures. Attentional mechanisms can refer to conflict resolution, which is required to explain the memory benefit for incongruent stimuli in Stroop and Flanker paradigms. Attentional mechanisms can also refer to attention allocation, which is required to explain the memory cost for targets and the memory benefit for task-irrelevant distractors in task-switching paradigms. Moreover, attention allocation policies can also account for the inconsistent results for perceptual disfluency manipulations. Prior knowledge is required to explain effects of semantic congruency and incongruency: Information that is expected, or congruent with prior knowledge, is better remembered, namely by pre-existing schemata. Moreover, information that is unexpected or incongruent with prior knowledge attracts attention and is better remembered. The impact of prior knowledge on memory performance thus results in a U-shape function. We integrate the findings according to this framework and suggest directions for future research.

INFLUENCE OF BRAND IMAGE ON THE WORD OF MOUTH WHICH IMPLICATES TO BRAND EQUITY SPORT EVENT SRIWIJAYA RANAU GRAN FONDO 2022

There is a change in consumer behavior from the pandemic to the pandemic transition that affects the brand equity sport event Sriwijaya Ranau Gran Fondo 2022, thus making researchers analyze the extent to which the relationship between brand image factors includes brand congruence, brand trust, brand commitment, to word of mouth which has implications for brand equity sport event can affect the behavior of consumers or participants. Using a quantitative research method with a descriptive and survey research design using a sample of 353 respondents from the participants present, then analyzed using quantitative descriptive statistical analysis and structural equation model (SEM) analysis. The results showed that there was a significant effect of brand congruence on brand trust, there was a positive relationship between brand congruence and brand commitment, a positive direct effect of brand trust on brand commitment, there was no significant relationship between brand trust and word of mouth, there was an influence between brand commitment on word of mouth, and there is a significant strong relationship between word of mouth and brand equity. Thus it has implications for sport event organizers to continue to increase the satisfaction and comfort of consumers or attendees, as well as correcting deficiencies in values that do not meet the needs of consumers or participants in order to develop a very good sports event brand image.

Exploring international customers’ luxury service experiences during the COVID-19 pandemic

During the COVID-19 pandemic and the associated strain on consumption activities, demand for luxury hotels has risen steadily as a safe way to enjoy leisure services. This study aims to examine the consequences of congruence and identification. An online survey generating 315 datasets from international customers of luxury hotel services is conducted. Partial least squares structural equation modeling is used to test the hypotheses. The results demonstrate that perceived brand authenticity by customers influences both revisit and word-of-mouth intentions via engagement. Also, brand congruence leads to customer engagement with luxury hotel services and word-of-mouth intention. In contrast, no direct impact of congruence on revisit intention was found. Results regarding the effects of brand authenticity and congruence demonstrate that luxury service brands have the potential to influence customers’ patronage behaviors through different approaches. The findings confirm the importance of engagement with brands in the luxury service setting.

The effects of congruence between digital HRM systems and previous non‐digital HRM systems on firms' data‐driven insights

Although the application of digital technology has long been considered to be an important and integral trend in human resource management (HRM), emerging evidence hints that digital HRM systems may not always work well in practice, and increasing research suggests that the adoption of digital HRM systems might have negative effects on organizations. In this article, we investigate whether a match in the levels of internal consistency exhibited by a digital HRM system and an original high‐performance work system (HPWS), i.e. congruence, impacts firms' data‐driven insight generation. We find that congruence between the digital HRM system and the original HPWS has a negative impact on firms' capability to generate data‐driven insights. Furthermore, organizations with high levels of internal consistency in both the digital and the original non‐digital HRM systems (i.e. high–high congruence) exhibit better data‐driven insight generation than organizations with low levels of internal consistency in both systems (i.e. low–low congruence). The results also reveal that the effect of congruence negatively influences firm financial performance and mediated by data‐driven insight generation. We discuss the implications of this study and call for future research to consider the characteristics of digital HRM systems and the original traditional HRM systems simultaneously.

Testing the effects of congruence in adult multilingual acquisition with implications for creole genesis

Linguists from across sub-disciplines have noted that congruence (i.e., form-function mapping) across languages in contact seems to affect acquisition and play a role in language emergence (e.g. Creole genesis). However, because congruence is often confounded with other variables (e.g., frequency, language type, speakers' proficiency levels, perceptual salience, semantic transparency), it remains unclear whether congruence per se benefits learners. In this paper, we provide an experimental test of the effects of congruence on acquisition through an artificial language-learning experiment involving English (L1) and two artificial languages (Flugerdu and Zamperese). English-speakers who identified as “native” (i.e., first-language) speakers (N = 163) were randomly assigned to one of four conditions, varying which of the three languages expressed negation with congruent forms: all three languages; only Flugerdu and Zamperese; only English and Flugerdu; or none. Our findings show that participants better acquired the negation morpheme when the form was congruent with negation in English but not when the two artificial languages alone shared a congruent form. We likewise found unanticipated spillover effects in which participants better acquired the vocabulary and grammar of the artificial languages when all three languages had congruent negation forms. These findings provide insight into the effects of congruence on language acquisition in multilingual environments and Creole language formation.

Performance-contingent reward increases the use of congruent distracting information

In conflict tasks like the Simon task, participants are instructed to respond to a task-relevant target dimension while ignoring additional distracting information. In the Simon task the distracting spatial information can be congruent or incongruent with the task-relevant target information, causing a congruency effect. As seen in the proportion congruency effect and the congruency sequence effect, this congruency effect is larger in mostly congruent blocks and following congruent trials, respectively. Common theories suggest that when the proportion of incongruent trials is high or after an incongruent trial, focus on the task-relevant target information is increased and distracting information is inhibited. In two experiments, we investigated how reward modulates these phenomena. Specifically, performance-contingent reward – but not non-contingent reward – increased the usage of the distracting information in mostly congruent blocks or following congruent trials, while the adaptation to incongruency (i.e., mostly incongruent blocks or preceding incongruent trials) was the same in all conditions. Additional diffusion model analyses found that this effect of performance-contingent reward was captured by the drift rate parameter. These results suggest an increased focus on the target information by incongruent trials independent from reward, while the adaptation to (mostly) congruent trials characterized by increased usage of distracting information can be motivationally boosted. That is, performance-contingent reward increases the use of congruent distracting information beyond a mere relaxation of the increased target-focus following (mostly) congruent trials.

Holistic processing and visual characteristics of regulated and spontaneous expressions.

The rapid and efficient recognition of facial expressions is crucial for adaptive behaviors, and holistic processing is one of the critical processing methods to achieve this adaptation. Therefore, this study integrated the effects and attentional characteristics of the authenticity of facial expressions on holistic processing. The results show that both regulated and spontaneous expressions were processed holistically. However, the spontaneous expression details did not indicate typical holistic processing, with the congruency effect observed equally for aligned and misaligned conditions. No significant difference between the two expressions was observed in terms of reaction times and eye movement characteristics (i.e., total fixation duration, fixation counts, and first fixation duration). These findings suggest that holistic processing strategies differ between the two expressions. Nevertheless, the difference was not reflected in attentional engagement.

Investigating the Role of Response Codes in Masked Priming Lexical Decision Tasks: The Case of Repeated Presentations

The masked priming technique is considered a gold standard among experimental psychologists who specialize in the field of visual word recognition. Typically, this method entails a comparison between two or more critical conditions (e.g., the target word MOUSE being preceded by either the identity prime mouse or the unrelated prime fence). It is noteworthy that, unlike other masked priming tasks, prior experiments examining the properties of unrelated primes (e.g., their frequency as words [high or low] or their legality as nonwords [orthographically legal or illegal]) do not have an impact on the processing of the target item. However, two lexical decision studies reported faster responses to target words when the unrelated prime is a word rather than a nonword (i.e., a response congruency effect). One possible explanation for this discrepancy is a difference in methodology, as these two studies are the only ones to have used repeated presentation of stimuli, which could lead to the creation of an episodic memory trace that amplifies response congruency effects. To examine this hypothesis, we used a set of materials that did not show any congruency effect in a previous experiment with unique presentations, except that here we included repeated presentations. Results showed a response congruency effect, with participants responding faster to word targets when they were preceded by an unrelated word prime as opposed to an unrelated nonword prime. These findings suggest that the activation of response codes in masked priming is contingent upon the nature of cognitive resources required for processing the target stimuli.

Assessing the influence of cognitive response conflict on balance control: an event-related approach using response-aligned force-plate time series data

Process interference or sharing of attentional resources between cognitive tasks and balance control during upright standing has been well documented. Attentional costs increase with greater balancing demands of a balance activity, for example in standing compared to sitting. The traditional approach for analyzing balance control using posturography with a force plate integrates across relative long trial periods of up to several minutes, which blends any balance adjustments and cognitive operations within this period. In the present study, we pursued an event-related approach to assess if single cognitive operations resolving response selection conflict in the Simon task interfere with concurrent balance control in quiet standing. In addition to traditional outcome measures (response latency, error proportions) in the cognitive Simon task, we investigated the effect of spatial congruency on measures of sway control. We expected that conflict resolution in incongruent trials would alter short-term progression of sway control. Our results demonstrated the expected congruency effect on performance in the cognitive Simon task and the mediolateral variability of balance control within 150 ms before the onset of the manual response was reduced to a greater degree in incongruent compared to congruent trials. In addition, mediolateral variability before and after the manual response was generally reduced compared to variability following target presentation, where no effect of congruency was observed. Assuming that response conflict in incongruent conditions requires suppression of the incorrect response tendencies, our results may imply that mechanisms of cognitive conflict resolution may also carry over to intermittent balance control mechanisms in a direction-specific manner.

Effects of emotional congruency and task complexity on decision-making.

The heuristic approach to decision-making holds that the selection process becomes more efficient when part of the information available is ignored. One element involved in selecting information is emotional valence. If emotional congruency is related to simplified decision-making strategies, then the interaction of this factor with task complexity should exist. The present study explored how factors of this nature influence decision-making efficiency. We hypothesized that emotional congruency would have a positive effect on task execution and that the magnitude of that effect would increase with greater task complexity because in that condition the amount of information to be processed is greater, meaning that a heuristic approach to the problem would be more efficient. We design a decision in browser decision-making task in which participants had to select emotional images to gain points. Depending on the correlation between emotional valence and in-task image value, we defined three emotional congruency conditions: direct, null, and inverse. Our results show that distinct types of emotional congruency have differential effects on behavior. While direct congruency-enhanced overall decision-making performance, inverse congruency interacted with task complexity to modify the pace at which task feedback affected behavior.

Is there a cognitive link between the domains of deictic time and number?

This study reports the results of 4 experiments that addressed whether the domains of deictic time and number exert a cross-domain link. Such a link would be consistent with A Theory of Magnitude (i.e., ATOM). In contrast, no link between the two domains would support the conceptual metaphor theory (CMT), which assumes that each domain is only linked to space. In Experiment 1, participants made speeded decisions about temporal stimuli referring either to the past or to the future (e.g., tomorrow). In the spatial response condition, they vocally responded either with the word "left" or "right," whereas, in the number response condition, they responded with the word "1" or "9". A strong congruency effect was observed with spatial responses, but only a small one (in error rates) concerning number responses. In Experiment 2, the stimuli were the numbers 1 and 9. In the spatial response condition, participants responded again with the words "left" or "right," whereas, in the deictic time condition, they responded with "past" and "future." As before, a strong congruency effect was observed for the spatial condition; no or even a reversed congruency effect was obtained for the deictic time condition. Experiment 3 replicated this unexpected result, and Experiment 4 assessed whether this reversed congruency effect in the deictic time condition of Experiments 2 and 3 could be attributed to short versus long utterance duration. It is concluded that CMT provides the most parsimonious account for the obtained pattern of results, suggesting no direct link between deictic time and number processing. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

The Influence of Emotional Experience on Semantic Processing of Concrete Concepts.

Parallel distributed processing theory (PDP theory) holds that all brain regions involved in conceptual representation perform a series of activities at the same time. However, the role of emotional experience information in concrete conceptual representation is still unknown. This study further explores whether the emotional experience will also affect the semantic processing of concrete concept representations. This study used the emotion priming paradigm and semantic judgment task to explore whether emotion priming impacts the processing of animal concepts with different emotional experiences through two experiments. In Experiments 1a and 1b, pleasant or disgusted faces were used as emotional priming stimuli to explore whether the explicit processing of emotions would affect the semantic processing of animal concepts. Experiments 2a and 2b used positive or negative scenery pictures as emotional priming stimuli to explore whether the implicit processing of emotions would affect the semantic processing of animal concepts. The Experiment 1 results showed that the perception of faces promotes the processing of animal words, showing the "word-emotion congruence effect". Experiment 2a did not show the expected results, while Experiment 2b showed that the general negative perception of scenery pictures could significantly promote the processing of disgusted animal words. The results further proved the "word-emotion congruence effect" shown in the results of Experiment 1 from the perspective of implicit emotion processing. Combining the results of two experiments, it can be proven that emotional experience affects the semantic processing process of concrete concepts. Both Experiment 1 and Experiment 2b of this study show the "word-emotion congruence effect". PDP theory believes that conceptual representation is represented by the activity patterns of billions of neurons distributed in many areas of the brain, and related semantic processing and sensory processing will occur simultaneously. The results of this experiment well support PDP theory.

Effect of colour-shape associations on visual feature discrimination.

Non-synesthetes exhibit a tendency to associate specific shapes with particular colours (i.e., circle-red, triangle-yellow, and square-blue). Here, we used two Go/No-go tasks to examine the congruency priming effect of colour-shape associations on recognition efficiency of colour and shape features. At the beginning of each trial, a target colour or shape word was introduced, followed by a coloured-shape visual stimulus. Participants were required to press a key to a target stimulus ("go" cues), while withholding their responses to a non-target stimulus ("no-go" cues). The targets were presented either visually (visual word, Experiment 1) or auditorily (spoken word, Experiment 2). Results showed a congruency effect of colour-shape associations on recognition efficiency for colour and shape features in both experiments. Response times were shorter in congruent than in incongruent conditions, that a target could be recognised faster when it was presented with the congruent visual features than with incongruent ones, irrespective of the presentation form (visual or auditory). These results suggest that colour-shape associations can be strong to influence visual recognition of colour and shape features.