Research on cultural transmission among Americans has established a bias for transmitting stories that have disgusting elements. Conceived of as a cultural evolutionary force, this phenomenon is one type of emotional selection. In a series of online studies with Americans and Indians we investigate whether there are cultural differences in emotional selection, such that the transmission process favours different kinds of content in different countries. The first study found a bias for disgusting content among Americans but not among Indians. Four (...) subsequent studies focused on how country interacts with kind of emotional content in reactions to transmission of stories or information. Whereas Indian participants, compared to Americans, tended to be less interested in, and excited by, transmission of stories and news involving common disgust-elicitors, the opposite pattern held for transmission of happy surprises and good news. We discuss various possible explanations and implications. (shrink)

This study used urban legends to examine the effects of a cognitive bias for content which evokes higher levels of emotion on cumulative recall. As with previous research into content biases, a linear transmission chain design was used. One-hundred and twenty participants, aged 16–52, were asked to read and then recall urban legends that provoked both high levels and low levels of emotion and were both positively and negatively valenced. The product of this recall was presented to the next participant (...) in a chain of three generations. A significant effect of emotion level on transmission fidelity was found with high emotion legends being recalled with significantly greater accuracy than low emotion legends. The emotional valence of a legend was found not to have any effect on cumulative recall; thus emotional biases in recall go beyond disgust and can incorporate other emotions such as amusement, interest and surprise. This study is the first to examine an emotion bias in cultural transmission as a general phenomenon without focusing on the emotion of disgust. (shrink)

This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D (...) ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. Overall, 360-degree ads for durable products increase positive emotions, which carries the risk of non-exposure to some of the ad content. In testing four ads for durable goods and fast-moving consumer goods (FMCG) this research explains the mechanism through which 360-degree video ads outperform standard versions. (shrink)

Owing to the proliferation of rumors on social media, it is necessary to disseminate debunking information to minimize the harm caused by them. Using content analysis, sentiment analysis, and regression analysis, this study examined the mediating role of follower count in the relationship between the debunker’s identity and sharing behavior, and it explored the relationship between the text sentiment of debunking information and sharing behavior based on data on the spread of three rumors that circulated extensively on social media. Using (...) an ordinary account as a reference, we found that the mediating or suppression effect of follower count in the relationship between debunker’s identity and sharing behavior was significant. The three test identities had more followers than the ordinary account, which resulted in a significant positive effect on the number of reposts. The debunker’s identity did not have a positive effect on the sharing of debunking information when controlling for mediating variables. Debunking information with emotional overtones was shared more widely compared with information with neutral emotions, and the dominant emotional polarity was different in the three different rumors. These findings can contribute to the generation of debunking information content, which can aid in the development of effective communication strategies and improvement in the efficiency of crisis management. (shrink)