Positive Words Research Articles

Green choices and brand happiness: A recipe for brand evangelism

AbstractTo date, research has predominantly focused on identifying the antecedents of sustainable consumption, but little work has been done to understand the impact of the consumption of sustainable brands on consumer emotions and behaviours thereof and how it varies across generations. This study attempts to analyse the relationship between consumption of sustainable brands and brand happiness, and the likelihood of it resulting in brand evangelism. We used the mall intercept method to collect responses from 564 respondents. We used structural equation modelling (SEM) to verify the research model and hypotheses and Hayes Process macro to test mediation and moderation impact. The study concludes that the consumption of sustainable brands triggers a positive emotional response in the consumer by evoking a feeling of happiness, which leads them to evangelise the brand. Thus, evangelists disseminate positive word of mouth and repurchase the brand, as well as engage in oppositional brand referrals to strengthen their relationship with the brand. The study further confirms the moderating role of generation cohorts in the relationship between brand happiness and brand evangelism. Gen Z is more likely to be an evangelist for sustainable brands as compared to other cohorts. The results corroborate with the self‐perception theory, which has been used as a theoretical base. In addition, managers should prioritise sustainability as a driver of brand happiness to effectively engage consumers, especially Generation Z, while aligning marketing strategies for consumer behaviour.

Boosting Resilience Attentional Bias in Previously Bullied University Students with Low Post-Traumatic Growth: A Transcranial Direct Current Stimulation Study

Background/Objectives: Post-traumatic growth (PTG) has the potential to draw positive consequences from trauma. Hence, there is interest in finding ways to promote PTG. Research has identified an attentional bias towards positive resilience-related words (e.g., “persistence”, “purpose”) in university students who report high PTG after experiencing adversities. Although people can respond to these experiences by showing low PTG, this bias seems to help with their struggle by making purposeful contents more accessible. Therefore, boosting attentional bias towards positive resilience-related words could help people with low PTG. Methods: In this study, the participants were thirty-six university students who had experienced bullying before entering university. Using a Stroop emotional task, they identified the color of resilience and neutral words, either positive or negative, before and after being submitted to transcranial direct current stimulation. Stimulation was targeted at the right temporal area involved in intentionality processing. Results: In the anodal condition, the results support a stimulation effect on the resilience attentional bias that could benefit participants with low PTG. A significant moderation of approach motivation for this effect was also found. Specifically, only when participants had medium or high approach motivation did stimulation boost the attentional bias in students with low PTG. Conclusions: These results support that tDCS stimulation in this brain area is effective in enhancing resilience attentional bias in low-PTG students. However, for this effect to occur it is necessary to have approach motivation, which is motivation related to goals.

The effect of congruent emotional context on semantic memory during discourse comprehension

ABSTRACT This study examined the effect of emotional context on the semantic memory of subsequent emotional words during discourse comprehension in two eye-tracking experiments. Four-sentence discourses were used as experimental materials. The first three sentences established an emotional or neutral context, while the fourth contained an emotional target word consistent with the preceding emotional context's valence. The discourses were presented twice using the text change paradigm, where the target words were replaced with strongly - or weakly-related words during the second presentation. Thus, four conditions were included in the present study: Emotional-strongly-related, Emotional-weakly-related, Neutral-strongly-related and Neutral-weakly-related. In Experiment 1, negative contexts and negative target words were used, whereas in Experiment 2, positive contexts and positive target words were used. The results revealed a semantic relatedness effect, whereby the strongly-related words have lower change detection accuracy, longer reading times and more fixations in both Experiments 1 and 2. Furthermore, across both experiments, the magnitude of the semantic relatedness effect was greater in the emotionally congruent contexts than in the neutral contexts. These results suggest that emotional context could increase efforts to change the discrimination of subsequent words and demonstrate an important role of emotional context on semantic memory during discourse processing.

Automated urban landscape design: an AI-driven model for emotion-based layout generation and appraisal

The evolution of a city is significantly shaped by the design of its urban landscape. The advancement of artificial intelligence has substantially increased convenience for individuals. This research proposes an urban landscape layout model powered by artificial intelligence that automatically generates urban landscape design based on deep learning (URDDL) with two dimensions: emotional tendency and urban landscape appraisal. The input image represents land use and surrounding road conditions, while the output image depicts the selection of the main entrance and the internal spatial function layout. The Pix2Pix model is trained to learn the internal function layout based on varying land use and road conditions. Additionally, a domain-specific dictionary is constructed using an existing semantic resource vocabulary, where positive and negative sentiment words are compared with their corresponding sentiment values, focusing on categories such as Stimulate, Sense, and Action. Experimental results indicate that the absolute average error of the URDDL model is 91.31%, with a maximum error of 96.87%. The degree of fit is highly appropriate for evaluating the emotional prediction of urban landscapes. The findings demonstrate that the URDDL model outperforms traditional design methods regarding generated results, suggesting its potential for future applications in automated landscape design.

Exploring memorable experiences in luxury hotels

Purpose This study aims to explore memory-dominant logic (MDL) in the luxury hotel context to assess the flow of management experience decisions to memorable experiences, which lead to guest outcomes. While research into memorable experiences has gained traction, the theoretical underpinnings of what makes an experience memorable in a luxury hotel setting are not well documented. Design/methodology/approach A grounded theory, qualitative methodology was used to assess MDL value transformation. Inductive methods included conducting in-depth interviews with hotel managers and analyzing social media reviews for each hotel. Guest reviews served as an indicator of memory outcomes and the counterpoint to the managerial interviews, supporting or refuting interview findings. Findings Key dimensions emerged, emphasizing the importance of managerial inputs to experience design, service experience attributes and memorable experience creation, demonstrating a sequence of memory-based value creation and outcomes such as positive word of mouth/electronic word of mouth (WOM/eWOM). Sentiment analysis identified attributes that appear to be a “must-have” to avoid dissatisfaction, as well as areas at risk for negative memories. Dimensions were developed into a framework using themes derived from MDL value transformation, management and consumer inputs that influence memorable experience outcomes in this context. Research limitations/implications The study supported the MDL theoretical framework by illustrating the flow from managerial inputs to the service experience, to elements of experience co-creation, and through to the guests’ WOM/eWOM and experience memories. The findings highlighted the symbiotic relationship between firm culture and service experience design, providing guidance for managerial practice going forward. Originality/value This paper uncovers major themes and dimensions identified by guests and managers as necessary in creating memorable experiences in a luxury setting and develops a framework that serves as a foundation for further study, including anteceding factors and their impact on hedonic consumption across experience domains.

The influence religiosity as a moderating patient satisfaction and positive word of mouth in Indonesian hospitals

The aim of this study was to fill a gap that is critical to developing strategies to increase positive word of mouth in health settings. Understanding the mediating role of patient satisfaction can provide insight into the areas of hospital service quality that most directly influence patient perception and subsequent recommendations. By forming clearer connections between these variables, healthcare providers can tailor their services to improve patient satisfaction and in turn stimulate positive word of mouth. The moderate role of religiosity can provide insight into whether and how religious beliefs influence patients' likelihood of spreading positive information by word of mouth based on their satisfaction with the healthcare experience. The research method used Causal Explanatory Research with a sample of 297 respondents in hospitals with religious ideology in Indonesia. Data management is done using SEM. Religiosity as a moderator of the relationship between patient satisfaction and positive women shows a C.R value of 6.075 and a significant probability (ρ) of 0.000 is obtained which is smaller than the required significance level of 0.05. Religiosity is able to significantly moderate the influence of Patient Satisfaction on Positive WOM.

EXPRESS: Exploring the differences in processing between Chinese emotion and emotion-laden words: A cross-task comparison study.

Affective words can be classified into two types: emotion words (EM words, e.g., "happy") and emotion-laden words (EL words, e.g., "wedding"). Several studies have shown differences in processing between EM and EL words, although results are inconclusive. These two types of words may have representational differences because affective content is an inherent part of the semantic features of EM words (i.e., denotative meaning) but not of EL words, whose affective content is part of their connotative meaning (i.e., these words do not name emotions, but are associated to emotions). In this study, we tested a set of Chinese EM and EL words. Both conditions included positive and negative words. The study involved two tasks, an implicit task, in which emotional content was not relevant (lexical decision task, LDT), and an explicit task, in which the emotional content was relevant (affective categorization task, ACT). Our results showed that participants responded faster to EM words than to EL words. This advantage was mostly observed in the ACT and with negative words. These results reveal differences in processing between EM and EL words which can be related to the greater relevance of affective content in the meaning of EM words compared to EL words.

Study on the event-related potential in recognition of emotional words between typical “five-state personality”

Objective: To explore the event-related potential (ERP) differences of people with typical traditional Chinese medicine (TCM) “five-state personality” in the task of judging the emotional attributes (positive, neutral, and negative) of Chinese words. Methods: The “five-state personality test” was applied to screen the typical TCM “five-state personality”, and three groups were established including positive personality, negative personality, and atypical personality. The differences of electroencephalogram (EEG) components in the task of judging the emotional attributes of Chinese words were collected using ERPs. The 3 personality groups ×3 words with emotional attributes were analyzed by two-way analysis of variance (ANOVA). Results: The N1 and P300 components were induced successfully. The analysis on the mean values of corresponding electrodes in left frontal lobe, right frontal lobe, frontal lobe and parietal lobe showed that in the typical negative personality group, the absolute value of N1 amplitude was smaller in the prefrontal and frontal lobes, and the latency was shorter in the left frontal lobe, while in the typical positive personality group, the absolute value of N1 amplitude was larger in the left frontal lobe. In the prefrontal and frontal lobes, the N1 peak absolute value of negative words was higher and the latency was longer, and the N1 latency of neutral words was shorter. The N1 latency of positive words was shorter in the parietal lobe. In the right frontal and frontal lobes, the P300 peak of negative words was higher and the latency was longer, while the latency of positive words was longer in the parietal lobe. In addition, there was some interaction between personality groups and emotional attributes of words. Conclusion: When people with typical “five-state personality” judge the emotional attributes of words, the absolute value of N1 amplitude in left prefrontal lobe of typical positive personality group is high, while that of typical negative personality group was small and the latency is short. The P300 latency of negative words is longer in the right frontal and frontal lobes, and that of positive words is longer in the parietal lobes, with more significant difference in the positive personality group.

Semantic Foundation and Evolution Mechanism of the “好不X” (haobu X) Structure

In Chinese, the “好不X” (haobu X) structure expresses three types of meanings (negation, affirmation, and both affirmation-negation), where X exhibits differences in semantic symmetry. So far, no systematic explanatory theory has been proposed to account for these differences. Therefore, this paper presents and argues for an explanatory hypothesis that progresses through four stages: “很不X” (henbu X) => “好不X” (haobu X) (negation) => [ironic use] “好不X” (haobu X) (affirmation) => expansion and obstruction of affirmative “好不” (haobu). Specifically, (1) the basis of the negation “好不X” (haobu X) is attributed to “很不X” (henbu X), and the semantic asymmetry of X (excluding negative words) is explained using politeness principles, irony, and the semantic valence of negation results; (2) the ironic use of the negation “好不X” (haobu X) gives rise to the affirmation “好不X” (haobu X); (3) the grammaticalization and expansion of the positive meaning of “好不” (haobu) extend to X, which cannot appear in the negative meaning “好不__” structure (including words with opposite meanings and high polarity positive words). This explains the semantic symmetry of X in the positive meaning “好不X” (haobu X) structure; (4) when the affirmation “好不” (haobu) expands to the negation “好不X” (haobu X), it encounters both obstacles (X includes neutral and some positive words) and compatibility (X is some other positive words), thus explaining the semantic asymmetry of X in the affirmation-negation “好不X” (haobu X) (i.e., X is positive words).

MARKETING DIGITAL PARA STARTUPS: MARKETING DIGITAL PARA MICROEMPRESÁRIOS, UMA IDEIA REVOLUCIONÁRIA PARA ALCANÇAR O SUCESSO

Who never faced lines to make a payment or even to buy a certain product. Some time ago we did this, wasting hours in market lines, banks, bookstores and airports. Nowadays we can do all of this, without having to queue, without leaving home or watching a movie; reducing waiting time, being able to receive at home. All of this is in the consumer's possession, through his Smartphone device. As a result, the importance of developing and working on an action plan with digital marketing grows; because every person who has a device your company will be there too. It is possible to ask scientifically how Digital Marketing is a factor influencing consumer behavior in the Brazilian economic sector, how often consumers buy over the internet. What companies face today is not a lack of inputs (raw materials and components), or service companies. And, yes, the lack of loyal customers (followers). Contemporary companies can manufacture products beyond what customers can consume. This increases the level of competition in the competitive market, and consumers are the winners. The success of an electronic business depends on many factors. It is not enough for the company to have a welltructured website, with an attractive design and the best technologies. Companies and startups must go beyond the perception of customers, they must engender a profitable reciprocal familiarity. The company needs to define its position in the market, and envision possible future scenarios. Digital Marketing is an undeniable reality that has been joining forces with traditional commerce, a versatile means of communication that integrates sales opportunities, customer relations and positive word of mouth advertising.

The effect of board of directors’ characteristics on disclosing tone in the annual reports: evidence from Amman stock exchange

PurposeThis study examines the impact of board characteristics (i.e., board independence, board size, number of board meetings, foreign directors, and representation of females on the board of directors) on the tone disclosed in the banks’ annual reports of the Jordanian banking industry.Design/methodology/approachThe sample of this study contains all banks in the Jordanian banking industry for the period 2010–2019. This study employs a quantitative research method to examine the impact of the board of directors' characteristics on the tone of disclosure. Although disclosure tone is qualitative information, it has been converted into numbers (the frequency of positive and negative words) using the NVivo program. The "tone" is measured in this study based on lists of positive and negative words developed by Loughran and McDonald’s list. Then, a pooled regression analysis is used to investigate whether the board of directors' characteristics affect the disclosure tone.FindingsThe study results show that corporate governance plays a significant role in disclosing tone in banks’ annual reports. Clearly, the results show that the number of board meetings positively impacts the emergence of tone disclosure. In addition, the presence of women on the board of directors positively impacts the tone disclosure. In contrast, the foreign directors’ existence on the board of directors has a negative effect on the tone disclosure. However, the results show no relationship between board independence, size, and tone disclosure.Originality/valueThis study contributes by providing knowledge and insights into tone disclosure in an emerging market. Based on signaling theory, tone disclosures are the mangers’ signals given to the stakeholders in their firms’ financial reports. Managers disclosing positive tones to convey good news to their stockholders, and this considered as one of the main targets for these managers. This study provides insights into the relatively under-researched area of disclosure tone in an emerging market. It sheds light critically on how board of directors’ characteristics within the banking industry in Jordan contributes to their disclosure tone in the annual reports. This contribution helps stakeholders including policymakers, CEOs, and capital market participants understand how board members’ characteristics can contribute in building a straightforward disclosure tone in their financial reports. The study's conclusions are particularly significant because they attest to the need for financial knowledge and diversity of gender. The tone disclosure presented in financial reports, along with its anticipated impact on future investor decisions, is a crucial aspect for stakeholders to comprehend.Practical implicationsOur findings suggest that banks in Jordan should carefully consider the characteristics of their boards of directors, as these are crucial to ensuring transparency in disclosures. Additionally, maintaining a consistent and clear tone in annual reports is vital, as it significantly influences investor confidence and interest. This transparency can be strengthened by the quality and effectiveness of the bank's directors.Recommendations/future researchFor future research, the current study results can be reinvestigated to other emerging countries, other sectors, other measures for the disclosure tone and the board of directors’ characteristics, and more important different periods to include the effects of COVID-19 pandemic and financial crisis.

Processing of Emotional Words in Children and Adolescents with Autism Spectrum Disorders.

Individuals with autism spectrum disorder (ASD) have difficulties in understanding emotional language, but little research has discussed the developmental course of the processing of emotional words in the clinical population. Previous studies have revealed distinct processing for emotion-label (e.g., happiness) and emotion-laden (e.g., birthday) words in typically developing (TD) children and adolescents. Extending these findings, the study used event-related potentials (ERPs) to explore the processing of these two types of emotional words in children and adolescents with ASD. The stimuli included two-character Chinese words with factors of word type (emotion-label versus emotion-laden) and valence (positive versus negative). The participants were 11 to 14-year-old children and adolescents with ASD (N = 23) and age-matched TD peers (N = 23). They categorized emotion valence for words while their brain responses were recorded. Both the TD and the ASD groups exhibited emotional processing for all emotional words across the N400 and late positivity component (LPC). The emotional processing was modulated by word type but varied with group and valence. A trend for group differences was observed in processing positive words at 500-600ms. In particular, the emotion effects of positive emotion-label words were positively correlated with social dysfunction across all participants. These findings suggested that children and adolescents with ASD have a selective impairment in understanding emotional concepts from language. The ERP measurements may reflect atypical emotional word processing for individuals with higher autistic severity in positive valence contexts.

The Impact of Headline Characteristics on Clicks: A Case Study of a Chinese Local Medium

ABSTRACT This paper addressed the question of whether the headline characteristics of a WeChat post affect its click counts. The research collected more than 40,000 posts from the WeChat official accounts of two local Chinese media outlets, scrutinizing headline features such as headline length, clickbait-type punctuation marks, and Arabic numeric symbols, and controlling for sharing amounts, content themes, and emotion words in titles. It found that the headline length and whether it contained clickbait-type punctuation marks had a significant impact on the number of clicks. Among them, the shorter the headline, the more likely it was to get a higher number of clicks, and the higher chance for the post to become a “100,000 + clicks” content. Moreover, an interesting finding was that headlines containing positive emotional words seemed to have a negative impact on click-through rates.

Implicit memory reduced selectively for negative words with aging.

Disproportionally better memory for positive versus negative information (mnemonic positivity effect, MPE) in older versus younger adults has been reported on tests of explicit memory (direct, intentional) as measured by recall and recognition. The purpose of this investigation was to examine whether the MPE would be observed for implicit memory (indirect, unintentional) under conditions where, based on previous research using single words, it was expected that the MPE for explicit memory would be absent. This study investigated the influence of age on explicit and implicit memory for positive, negative, and neutral single words as measured by yes/no recognition and word identification on 24 older adults (aged 66-85) and 24 younger adults (aged 18-37) recruited from community centers in South Boston, Massachusetts. Older adults had lower recognition memory accuracy for positive, negative, and neutral words than younger adults, and, consistent with most prior studies, did not exhibit an explicit memory MPE for single words. For both groups, recognition accuracy was greatest for negative words, and was similar for positive and neutral words. In contrast, older adults exhibited implicit repetition priming, as measured by superior identification performance for repeated words, that was similar to younger adults for positive and neutral words. In younger adults, implicit memory was significantly greater for negative words than for positive and neutral words, whereas in older adults there were no significant differences in implicit memory for negative, positive, and neutral words. Therefore, selectively reduced priming for negative words in older adults was found in the context of enhanced priming for negative words in the younger adults. These findings show that there was an implicit memory MPE in older adults for words even under conditions where there was no explicit memory MPE in the older adults. Dampening of negative valence implicit memory with aging expands the perimeter of the age-related positivity framework.

Metode Hypnoteaching melalui Neuro Linguistic Programming (NLP) dalam Keterampilan Berbicara Bahasa Arab

<table style="width: 688px;" border="0" cellspacing="0" cellpadding="0"><tbody><tr><td valign="top" width="501"><p>This qualitative descriptive research with a literature review design adopts the hypnoteaching method through the Neuro-Linguistic Programming (NLP) approach as an innovative effort to enhance students' motivation in speaking the Arabic language. The study's research question is if the hypnoteaching approach based on Neuro-Linguistic Programming (NLP) can boost students' motivation to speak Arabic. The study's findings suggest that the hypnoteaching method and Neuro-Linguistic Programming (NLP) are useful in educational growth, especially the Arabic language. The steps of hypnoteaching involve motivation, pacing, leading, positive words, praise, modeling, and teacher expertise. The application of NLP involves understanding students' characteristics, using outcomes, rapport, sensory acuity, and flexibility. Furthermore, the use of hypnoteaching through NLP in learning Arabic speaking can be an effort to enhance students' learning motivation, create more effective learning, overcome psychological barriers, and encourage students' motivation to actively develop Arabic speaking skills. Thus, this forms a strong foundation for the significant development of students' speaking skills.</p></td></tr></tbody></table>

The impact of stimulus format and presentation order on social working memory updating.

Emotional faces and words have been extensively employed to examine cognitive emotional processing including social working memory, which plays a pivotal role in social interactions. However, it remains unclear which exact role these two stimulus formats play in updating specific emotional content, such as positive or negative information. Therefore, the current study examined the differences in working memory updating (WMU) of negative, neutral, and positive faces (Experiment 1) and words (Experiment 2), using a classic two-back paradigm with an event-related potential technique. In both experiments, emotional stimuli were presented in the same or different-valence order to further determine whether presentation order can also influence the WMU of specific emotional content. Our results showed that both stimulus format and presentation order play a role: (a) while faces showed an affective bias [larger P2 and late positive potential (LPP) for negative and positive faces than for neutral faces], words showed a negativity bias (larger LPP for negative words than both neutral and positive words); (b) While faces showed better performance with same-valence order, words showed better performance with different-valence order. Taken together, our findings indicate that, even if faces and words can contain the same emotional information, they impact social WMU differently.

Are all negative words alike? Behavioral differences in processing negative words associated and not associated with physical and social pain.

Studies examining whether stimulus valence affects cognitive processing and motor responses yield mixed results, possibly due to treating negative words as a homogeneous category. Words related to pain may hold distinct status because of their relevance to survival. Thus, they offer a unique opportunity to investigate semantic influences on cognitive processing. This study aims to determine if words related to physical and social pain elicit stronger aversion than general negative words by assessing the Affective Compatibility Effect in implicit and explicit tasks. In Experiment 1, 35 participants performed a lexical decision task on 60 positive words and 60 negative words, of which 20 not related to pain, 20 related to physical pain, and 20 related to social pain. Participants held down the central key of a keyboard and released it to press a key far from the screen (avoidance condition) or close to the screen (approach condition) for words. In Experiment 2, 43 participants performed a valence evaluation task on the same words. They held down the central key and released it to press a key close to the screen for positive words and a key far from the screen for negative words (congruent condition), or the opposite (incongruent condition). In Experiment 1, we found faster RTs for social pain-related words compared to other categories. We also found faster RTs in the approach condition than in the avoidance condition, regardless of whether valence or semantics were considered as independent variables. In Experiment 2, we found faster RTs in the congruent condition than in the incongruent condition when semantics was considered as independent variable. We also found an interaction valence*condition, with faster RTs for negative words in the congruent condition than in the incongruent condition when valence was considered as independent variable. Our findings suggest that, notwithstanding pain-related words do not affect aversive behaviors compared to negative, pain-unrelated words, they are processed faster when conveying social pain. This supports the hypothesis that the cognitive system differentiates and responds congruently not only based on general semantic categories, like pain, but also possibly based on nuances within it.

How and when internal marketing orientation affects frontline employees’ positive word of mouth: insights from a hotel in China

Purpose Drawing on the theoretical underpinnings of job crafting, this study aims to investigate how and when internal marketing orientation (IMO) promotes employees’ positive word of mouth (PWOM). Design/methodology/approach The two-wave, multisource data came from frontline employees and their supervisors in a hotel located in Eastern China. The hypothesized relationships were tested with Mplus with multilevel path analysis. Findings The results reveal that IMO encourages frontline employees to change the task, cognitive and relational boundaries of their jobs. Nevertheless, it is through relational crafting that IMO ultimately affects employees’ PWOM, especially when they work with supervisors high in felt responsibility for constructive change (FRCC). Research limitations/implications To the best of the authors’ knowledge, this study is one of the first studies to investigate how organizations and supervisors can work together to encourage frontline employees’ PWOM. Practical implications The findings carry important implications for practitioners on how to encourage frontline employees’ PWOM in the service sector. Originality/value First, this research adds to the limited knowledge of how organizations and supervisors can work together to promote frontline employees’ PWOM in the service sector. Second, by proposing job crafting as a key intermediary mechanism underlying IMO’s impact on employee PWOM, this research not only offers a new theoretical perspective to understand how to promote frontline employees’ PWOM but also sheds new light on the underlying mechanisms through which IMO exerts its influence on frontline employees. Third, supervisors’ FRCC as a boundary condition of IMO can help service organizations more effectively capitalize on IMO to motivate frontline employees’ engagement in job crafting and subsequent PWOM.

Word learning in the wild: App-based evidence for valence and concreteness effects

Abstract Second language (L2) learners need to acquire large vocabularies to approach native-like proficiency. Many controlled experiments have investigated the factors facilitating and hindering word learning; however, few studies have validated these findings in real-world learning scenarios. We use data from the language learning app Lingvist to explore how L2 word learning is affected by valence (positivity/negativity) and concreteness of target words and their linguistic contexts. We found that valence, but not concreteness, affects learning. Users learned positive and negative words better than neutral ones. Moreover, positive words are learned best in positive contexts and negative words in more negative contexts. Word and context valence effects are strongest on the learner’s second encounter with the target word and diminish across subsequent encounters. These findings provide support for theories of embodied cognition and the lexical quality hypothesis and point to the linguistic factors that make learning words, and by extension languages, faster.

Abstract A164: Rural and religious differences in online news outlet headlines about HPV and HPV vaccines in Utah

Abstract Purpose: To evaluate the penetration of online HPV vaccine information in Utah, where HPV vaccination and completion rates are low, and uncover potential disparities by religiosity and rurality in the types of language used by news headlines in the social media ecosystem. Methods: We described the language used in local news outlets' headlines about HPV and HPV vaccines. We included headlines posted on Facebook from 23 news outlets within 6 counties (including high and low vaccination, rurality, and religiosity) from 2011-2023 to represent the public online discourse about HPV vaccination. We searched each news outlet’s Facebook page for eligible posts using 11 key terms (e.g., HPV, HPV vaccination) that were identified through literature review and refined with content experts, resulting in N=851 headlines. After removing duplicates, there were a total of n=531 unique headlines for analysis. Area-level (county) measures of rurality (2013 Rural and Urban Continuum Codes) and religiosity (Public Religion Research Institute 2020 Census) were coded for each post title based on the originating news outlet. We analyzed the language used in each headline. Differences in the valence of online discourse about HPV and HPV vaccination by rurality and religiosity were compared using summary statistics and t-tests. Linguistic analyses were conducted using Linguistic Inquiry Word Count and Stata 18. Results: Overall, urban areas were less religious than rural areas (28% unaffiliated in urban areas vs. 13-26% unaffiliated in rural areas, p<0.001). There were more headlines about HPV and HPV vaccination from news outlets in urban than rural areas (69.7% vs. 30.3%). Nearly 70% of HPV and HPV vaccine headlines came from the least religious areas—counties whose religiously unaffiliated populations ranged from 28%-32%. News outlets differed in how they disseminated information about HPV and HPV vaccines by rurality and religiosity. On average, news outlets in urban areas used more positive language than in rural areas (mean 2.04 vs. 1.28 words, p<0.01). Rural news outlets used more emotion-laden terms than those in urban areas (mean 1.2 vs. 0.6 words, p<0.01) and negative emotion was more prevalent among rural than urban headlines (mean 0.73 vs. 0.42 words, p=0.02). These observations were mirrored for areas with higher religiously unaffiliated populations demonstrating titles with more positive words (mean 2.05 vs. 1.27, p<0.01), less emotional words (mean 0.63 vs. 1.17 words, p<0.01), and less negative language (mean 0.42 vs. 0.73 words, p=0.01) compared to headlines in areas with lower proportions of religiously unaffiliated, respectively. Conclusions: The penetration of HPV and HPV vaccine information in rural and religious areas is less positive, more emotionally charged, and uses more negative emotional language than in urban areas. This may, in part, perpetuate the low HPV vaccine uptake in these regions. Citation Format: Echo L. Warner, Ida Tovar, Kaila Christini, Stephen Gubler, Becca Slagle, Jennifer Smith, Michelle Litchman, Wendy Birmingham, Deanna Kepka. Rural and religious differences in online news outlet headlines about HPV and HPV vaccines in Utah [abstract]. In: Proceedings of the 17th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2024 Sep 21-24; Los Angeles, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2024;33(9 Suppl):Abstract nr A164.