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The limits of the foreign language effect on decision-making: The case of the outcome bias and the representativeness heuristic.

ABSTRACT: Language context (native vs. foreign) affects people's choices and preferences in a wide variety of situations. However, emotional reactions are a key component driving people's choices in those situations. In six studies, we test whether foreign language context modifies biases and the use of heuristics not directly caused by emotional reactions. We fail to find evidence that foreign language context modifies the extent to which people suffer from outcome bias (Experiment 1a & 1b) and the use of the representativeness heuristic (Experiment 2a & 2b). Furthermore, foreign language context does not modulate decision-making in those scenarios even when emotion is brought into the context (Experiment 1c & 2c). Foreign language context shapes decision-making, but the scope of its effects might be limited to decision-making tendencies in which emotion plays a causal role.

SUBMITTER: Vives ML

PROVIDER: S-EPMC6128570 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature

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The limits of the foreign language effect on decision-making: The case of the outcome bias and the representativeness heuristic.

Vives Marc-Lluís ML Aparici Melina M Costa Albert A

PloS one 20180907 9

Language context (native vs. foreign) affects people's choices and preferences in a wide variety of situations. However, emotional reactions are a key component driving people's choices in those situations. In six studies, we test whether foreign language context modifies biases and the use of heuristics not directly caused by emotional reactions. We fail to find evidence that foreign language context modifies the extent to which people suffer from outcome bias (Experiment 1a & 1b) and the use o ...[more]

PMID: 30192841

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Project description:In marketing, the use of visual-art-based designs on products or packaging crucially impacts consumers' decision-making when purchasing. While visual art in product packaging should be designed to induce consumer's favorable evaluations, it should not evoke excessive affective arousal, because this may lead to the depletion of consumer's cognitive resources. Thus, consumers may use heuristic decision-making and commit an inadvertent mistake while purchasing. Most existing studies on visual arts in marketing have focused on preference (i.e., affective valence) using subjective evaluations. To address this, we applied a neuroscientific measure, electroencephalogram (EEG) to increase experimental validity. Two successive tasks were designed to examine the effects of affective arousal and affective valence, evoked by visual artwork, on the consecutive cognitive decision-making. In task 1, to evaluate the effect of visual art, EEG of two independent groups of people was measured when they viewed abstract artwork. The abstract art of neoplasticism (AbNP) group (n = 20) was showing Mondrian's artwork, while the abstract art of expressionism (AbEX) group (n = 18) viewed Kandinsky's artwork. The neoplasticism movement strove to eliminate emotion in art and expressionism to express the feelings of the artist. Building on Gallese's embodied simulation theory, AbNP and AbEX artworks were expected to induce lower and higher affect, respectively. In task 2, we investigated how the induced affect differentially influenced a succeeding cognitive Stroop task. We anticipated that the AbEX group would deplete more cognitive resources than AbNP group, based on capacity limitation theory. Significantly stronger affect was induced in the AbEX group in task 1 than in the AbNP group, especially in affective arousal. In task 2, the AbEX group showed a faster reaction time and higher error rate in the Stroop task. According to our hypotheses, the higher affective arousal state of the AbEX group might deplete more cognitive resources during task 1 and result in poorer performance in task 2 because affect impacted their cognitive resources. This is the first study using neuroscientific measures to prove that high affective arousal induced by visual arts on packaging may induce heuristic decision-making in consumers, thereby advancing our understanding of neuromarketing.

Dataset Information

The limits of the foreign language effect on decision-making: The case of the outcome bias and the representativeness heuristic.

Publications

The limits of the foreign language effect on decision-making: The case of the outcome bias and the representativeness heuristic.

Similar Datasets

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