Seatbelts and raincoats, or banks and castles: Investigating the impact of vaccine metaphors.

While metaphors are frequently used to address misconceptions and hesitancy about vaccines, it is unclear how effective they are in health messaging. Using a between-subject, pretest/posttest design, we investigated the impact of explanatory metaphors on people's attitudes toward vaccines. We recruited participants online in the US (N = 301) and asked them to provide feedback on a (fictional) health messaging campaign, which we organized around responses to five common questions about vaccines. All participants completed a 24-item measure of their attitudes towards vaccines before and after evaluating the responses to the five questions. We created three possible response passages for each vaccine question: two included extended explanatory metaphors, and one contained a literal response (i.e., no explanatory metaphors). Participants were randomly assigned to receive either all metaphors or all 'literal' responses. They rated each response on several dimensions and then described how they would answer the target question about vaccines if it were posed by a friend. Results showed participants in both conditions rated most messages as being similarly understandable, informative, and persuasive, with a few notable exceptions. Participants in both conditions also exhibited a similar small-but significant-increase in favorable attitudes towards vaccines from pre- to posttest. Notably, participants in the metaphor condition provided longer free-response answers to the question posed by a hypothetical friend, with different metaphors being reused to different extents and in different ways in their responses. Taken together, our findings suggest that: (a) Brief health messaging passages may have the potential to improve attitudes towards vaccines, (b) Metaphors neither enhance nor reduce this attitude effect, (c) Metaphors may be more helpful than literal language in facilitating further social communication about vaccines.

Why Is Mother Earth on Life Support? Metaphors in Environmental Discourse.

From mother nature and carbon footprints to greenhouse gasses and the race against global warming, popular discourse on environmental issues is saturated with metaphor. Some people view these metaphors as obfuscating or ineffective, while others believe they are crucial for improving climate communications and environmental attitudes. In this paper, we provide a systematic overview and evaluation of the use of English metaphors in Anglo environmental discourse, drawing on a range of empirical and popular media sources. We begin by discussing the role of metaphor in language in thought. Next, we introduce a range of metaphors used to frame discussions of (1) our relationship to nature (e.g., the earth is our common home), (2) our impact on the environment (e.g., we are knocking the climate off balance), and (3) how we should address this impact (e.g., reduce our ecological footprint). We classify these metaphors along several dimensions, including how conventional they are, how systemic they are, how emotionally impactful they are, and how aptly they capture the topics they are used to describe. From this analysis, we derive several promising candidate metaphors that may help increase public understanding and engagement with environmental issues. However, we note that such claims must be tested empirically in future research; currently, there are few large, systematic, replicable experiments in the literature assessing the impact of environmental metaphors. We conclude by offering general recommendations for using metaphors in communications about climate change and sustainability.

Things are looking up: Vertical eye gaze in the environment affects perceptions of emotional valence in sad faces.

Successful social interactions depend on the ability to quickly evaluate emotional facial expressions. Research has shown that head orientation and eye gaze are informative affective signals. Across four experiments, we explored a novel eye-gaze cue grounded in a consideration of English spatial metaphors, where up connotes positive feelings ("I'm flying high") and down connotes negative feelings ("I'm feeling low"). Participants either rated the valence of or categorised a set of sad and happy faces gazing in different directions along the vertical axis. We expected to find a spatial-valence congruency effect, where valence ratings and reaction times would be moderated by whether or not the face was gazing in a metaphor-consistent direction. The results partially supported this hypothesis: sad faces gazing upwards (as opposed to downwards) were rated as happier or more positive (Experiments 1 and 2) and classified slower (Experiments 3 and 4). This was true whether the looking direction was cued by eye gaze in front-view faces (Experiment 1) or by the orientation of profile faces (Experiments 2-4). In addition, this spatial-valence congruency effect was only reliable in the environmental frame of reference (Experiment 4). We found little evidence for a comparable effect of gaze direction on judgements of happy faces, suggesting that eye gaze along the vertical axis may differentially affect judgements of approach and avoidance-related emotional expressions. This has implications for the inferences scholars draw about underlying cognitive representations from observations of conventional metaphorical language.

Even simple framing effects are rational.

Bermúdez persuasively argues that framing effects are not as irrational as commonly supposed. In focusing on the reasoning of individual decision-makers in complex situations, however, he neglects the crucial role of the social-communicative context for eliciting certain framing effects. We contend that many framing effects are best explained in terms of basic, rational principles of discourse processing and pragmatic reasoning.

Who's the "Real" Victim? How Victim Framing Shapes Attitudes Toward Sexual Assault.

People accused of sexual assault are often described as the "real" victim by their defenders, but the impact of "victim framing" on public opinion is unknown. We investigated this issue across four experiments (N = 2,614). Online U.S. adult participants read a report about an alleged sexual assault that framed the female accuser as the victim (of assault), framed the male alleged perpetrator as the victim (of false accusations), or was neutral about victimhood (baseline). Relative to those in the baseline condition, participants in the assault- and allegation-victim conditions generally expressed more support for the victim-framed protagonist and less support for the other protagonist. The consistency of these effects varied with how often the victim frame was instantiated and whether the report described a fictionalized or real-world case. Across all contexts, however, participants who identified the victim-related language as influencing their evaluations exhibited strong framing effects. This suggests that social-pragmatic reasoning is a key mechanism by which victim framing shapes moral judgments.

Compound Words Reflect Cross-Culturally Shared Bodily Metaphors.

Parts of the body are often embedded in the structure of compound words, such as heartbreak and brainchild. We explored the relationships between the semantics of compounds and their constituent body parts, asking whether these relationships are largely arbitrary or instead reflect deeper metaphorical mappings shared across languages and cultures. In three studies, we found that U.S. English speakers associated the English translation equivalents of Chinese compounds with their constituent body parts at rates well above chance, even for compounds with highly abstract meanings and even when accounting for the semantic relatedness of the compounds and body parts. English speakers in India and Chinese speakers in Hong Kong showed similar intuitions about these associations. Our results suggest that the structure of compound words can provide insight into cross-culturally shared ways of connecting meaning to the body.

Narratives for Obesity: Effects of Weight Loss and Attribution on Empathy and Policy Support.

Despite an urgent need to address the issue of obesity, little research has examined the psychological factors that influence support for obesity-related policy initiatives, which represent an important tool for addressing this complex health issue. In the present study, we measured the degree to which people supported obesity-related policy interventions and empathized with a person struggling with obesity after reading a personal account of his or her situation. The narrative described an obese individual who was portrayed as either successfully losing weight or not, and as attributing his or her weight-loss outcome to personal or environmental factors. We found that protagonists who successfully lost weight and/or took personal responsibility for their situation elicited more empathy from participants, which was associated with support for societal policy interventions for obesity. These findings suggest that specific features of personal narratives influence support for obesity-related policies and highlight empathy as a mechanism through which such narratives affect obesity-related attitudes.

Metaphorical Accounting: How Framing the Federal Budget Like a Household's Affects Voting Intentions.

Political discourse is saturated with metaphor, but evidence for the persuasive power of this language has been hard to come by. We addressed this issue by investigating whether voting intentions were affected by implicit mappings suggested by a metaphorically framed message, drawing on a real-world example of political rhetoric about the federal budget. In the first experiment, the federal budget was framed as similar to or different from a household budget, though the information participants received was identical in both conditions. When the federal budget was described as similar to a household's, people considered the personal finances of a presidential candidate more relevant-a finding we replicated in a larger, pre-registered study. In a follow-up experiment, we presented participants with a more explicit rhetorical argument and found a similar effect, moderated by political affiliation. These studies illuminate how metaphorical comparison affects cognition for important real-world issues, sometimes in unintended ways.

The metaphor police: A case study of the role of metaphor in explanation.

While many scholars have pointed to the role of metaphor in explanation, relatively little experimental research has examined whether and how metaphors are used and understood in everyday explanatory discourse. Across 3 experiments, we investigated the nature and function of metaphor in explanation by drawing on a real-world example where the terms guardian and warrior were used to metaphorically explain the role of police officers. We found, first, that the associations participants brought to mind for these concepts differed depending on whether they had previously answered questions about law enforcement (e.g., associations for warrior emphasized aggression and violence rather than strength and bravery when participants had previously answered questions about policing). Second, people were almost evenly split in their judgment of which metaphor was more appropriate to explain the role of law enforcement; this preference was highly predictive of beliefs related to policing and the criminal justice system. Third, and most important, using these metaphors to explain the job of policing causally influenced attitudes toward law enforcement in a metaphor-congruent manner (i.e., exposure to the guardian metaphor led to more positive attitudes), a finding that could not be accounted for by basic lexical priming. These studies complement existing work that has identified metaphor as a mechanism for representing abstract concepts, but also highlight the communicative and explanatory, rather than representational, functions of metaphor by showing that metaphors can encapsulate and convey an array of structured attitudes and beliefs.

The Depression Schema: How Labels, Features, and Causal Explanations Affect Lay Conceptions of Depression.

Depression is a common clinical disorder characterized by a complex web of psychological, behavioral, and neurological causes and symptoms. Here we investigate everyday beliefs and attitudes about depression, as well as the factors that shape the depression schemas people hold. In each of three studies, participants read about a person experiencing several symptoms of depression and answered questions about their conception of the disorder. In some cases the symptoms were presented in isolation while in other cases the symptoms were presented with a diagnostic label and/or descriptions of its possible causes (e.g., genes versus personal experience). Results indicated that beliefs and attitudes toward depression were largely shaped by individual difference factors (e.g., personal experience, political ideology) and that the experimental manipulations primarily impacted attributions of responsibility and suggestions for a course of treatment. These findings represent an important advance in our understanding of the factors that influence the folk psychiatry of depression and help inform theories of schema formation for abstract and complex domains.

The relationship between narrative classification of obesity and support for public policy interventions.

In 2013, the American Medical Association made the controversial decision to classify obesity as a "disease" in the hopes of encouraging research, reducing stigma, and ultimately lowering the prevalence of the condition. Critics argued that the disease label would reduce feelings of personal responsibility among the obese and therefore discourage healthy self-regulation, a possibility that has received some recent support in the psychological literature. However, public health issues such as obesity are complex and depend not only on personal action, but also on wider societal trends such as social policy interventions. In the present study, we systematically investigated the relationship between four narrative classifications of obesity ("sin", "addiction", "disorder" and "environment") and support for a variety of policy interventions designed to address the issue. An initial norming study revealed that the obesity narratives differed reliably in how much they attributed blame for the condition to the individual versus the environment. A correlational study showed that participants who agreed with narratives that blamed the individual were more likely to support policy interventions that penalized people for being overweight while participants who agreed with narratives that blamed the environment were more likely to support policy interventions designed to protect people suffering from obesity. A follow-up experiment revealed that these narratives had causal power as well: participants exposed to just one of the narratives were more likely to support policy interventions consistent with the blame attribution of the narrative for both obesity as well as anorexia. Individual differences in political ideology and personal experience with weight issues also influenced agreement with the narratives and support for particular policy interventions across these studies. These findings suggest that public messaging campaigns that utilize extended narratives may be a useful tool for increasing support for effective policy interventions.

Environmental inversion effects in face perception.

Visual processing is highly sensitive to stimulus orientation; for example, face perception is drastically worse when faces are oriented inverted vs. upright. However, stimulus orientation must be established in relation to a particular reference frame, and in most studies, several reference frames are conflated. Which reference frame(s) matter in the perception of faces? Here we describe a simple, novel method for dissociating effects of egocentric and environmental orientation on face processing. Participants performed one of two face-processing tasks (expression classification and recognition memory) as they lay horizontally, which served to disassociate the egocentric and environmental frames. We found large effects of egocentric orientation on performance and smaller but reliable effects of environmental orientation. In a follow-up control experiment, we ruled out the possibility that the latter could be explained by compensatory ocular counterroll. We argue that environmental orientation influences face processing, which is revealed when egocentric orientation is fixed.

Signal detection evidence for limited capacity in visual search.

The nature of capacity limits (if any) in visual search has been a topic of controversy for decades. In 30 years of work, researchers have attempted to distinguish between two broad classes of visual search models. Attention-limited models have proposed two stages of perceptual processing: an unlimited-capacity preattentive stage, and a limited-capacity selective attention stage. Conversely, noise-limited models have proposed a single, unlimited-capacity perceptual processing stage, with decision processes influenced only by stochastic noise. Here, we use signal detection methods to test a strong prediction of attention-limited models. In standard attention-limited models, performance of some searches (feature searches) should only be limited by a preattentive stage. Other search tasks (e.g., spatial configuration search for a "2" among "5"s) should be additionally limited by an attentional bottleneck. We equated average accuracies for a feature and a spatial configuration search over set sizes of 1-8 for briefly presented stimuli. The strong prediction of attention-limited models is that, given overall equivalence in performance, accuracy should be better on the spatial configuration search than on the feature search for set size 1, and worse for set size 8. We confirm this crossover interaction and show that it is problematic for at least one class of one-stage decision models.

Are things that are hard to physically move also hard to imagine moving?

Are objects that are more difficult to physically manipulate also more difficult to mentally manipulate? In our study, participants interacted with wooden objects modeled after the figures from Shepard and Metzler's (1971) classic mental rotation experiment. One pair of objects was easy to physically rotate while another pair was difficult. They then completed a standard mental rotation task on images of these objects. Participants were slower to mentally rotate objects that were harder to physically rotate when they engaged in motor imagery. Further, this cost accrued with increasing angles of rotation. We verified this was the result of motor imagery by showing that the costs can be eliminated by using a strictly visual imagery strategy (imagining the objects moving on their own). These results reveal a striking constraint imposed by our real-world motor experiences on mental imagery, and also demonstrate a way that we can overcome such constraints.

A connectionist approach to embodied conceptual metaphor.

A growing body of data has been gathered in support of the view that the mind is embodied and that cognition is grounded in sensory-motor processes. Some researchers have gone so far as to claim that this paradigm poses a serious challenge to central tenets of cognitive science, including the widely held view that the mind can be analyzed in terms of abstract computational principles. On the other hand, computational approaches to the study of mind have led to the development of specific models that help researchers understand complex cognitive processes at a level of detail that theories of embodied cognition (EC) have sometimes lacked. Here we make the case that connectionist architectures in particular can illuminate many surprising results from the EC literature. These models can learn the statistical structure in their environments, providing an ideal framework for understanding how simple sensory-motor mechanisms could give rise to higher-level cognitive behavior over the course of learning. Crucially, they form overlapping, distributed representations, which have exactly the properties required by many embodied accounts of cognition. We illustrate this idea by extending an existing connectionist model of semantic cognition in order to simulate findings from the embodied conceptual metaphor literature. Specifically, we explore how the abstract domain of time may be structured by concrete experience with space (including experience with culturally specific spatial and linguistic cues). We suggest that both EC researchers and connectionist modelers can benefit from an integrated approach to understanding these models and the empirical findings they seek to explain.

Time to Guide: Evidence for Delayed Attentional Guidance in Contextual Cueing.

Contextual cueing experiments show that, when displays are repeated, reaction times (RTs) to find a target decrease over time even when the observers are not aware of the repetition. Recent evidence suggests that this benefit in standard contextual cueing tasks is not likely to be due to an improvement in attentional guidance (Kunar, Flusberg, Horowitz & Wolfe, 2007). Nevertheless, we ask whether guidance can help participants find the target in a repeated display, if they are given sufficient time to encode the display. In Experiment 1 we increased the display complexity so that it took participants longer to find the target. Here we found a larger effect of guidance than in a condition with shorter RTs. Experiment 2 gave participants prior exposure to the display context. The data again showed that with more time participants could implement guidance to help find the target, provided that there was something in the search stimuli locations to guide attention to. The data suggest that although the benefit in a standard contextual cueing task is unlikely to be a result of guidance, guidance can play a role if it is given time to develop.

Contextual cuing by global features.

In visual search tasks, attention can be guided to a target item--appearing amidst distractors--on the basis of simple features (e.g., finding the red letter among green). Chun and Jiang's (1998) contextual cuing effect shows that reaction times (RTs) are also speeded if the spatial configuration of items in a scene is repeated over time. In the present studies, we ask whether global properties of the scene can speed search (e.g., if the display is mostly red, then the target is at location X). In Experiment 1A, the overall background color of the display predicted the target location, and the predictive color could appear 0, 400, or 800 msec in advance of the search array. Mean RTs were faster in predictive than in nonpredictive conditions. However, there was little improvement in search slopes. The global color cue did not improve search efficiency. Experiments 1B-1F replicated this effect using different predictive properties (e.g., background orientation-texture and stimulus color). The results showed a strong RT effect of predictive background, but (at best) only a weak improvement in search efficiency. A strong improvement in efficiency was found, however, when the informative background was presented 1,500 msec prior to the onset of the search stimuli and when observers were given explicit instructions to use the cue (Experiment 2).