The effect of attribute order on judgment in Chinese and English.

The authors found that the order of attribute presentation had a stronger effect on judgment in English than in Chinese. In Experiment 1, with a sample of 102 female and 63 male bilingual Singaporeans, the authors found that participants' memory-based judgments showed a stronger primacy effect in English than in Chinese that was mediated by recall from long-term memory. In contrast, participants' online (immediate) judgments showed a primacy effect in both languages that was unmediated by recall from short-term memory. In Experiment 2, with a sample of 67 female and 53 male bilingual Singaporeans, the authors found that participants' online judgments were more influenced by the attribute order of a previously seen competitive advertisement in English than in Chinese. A cross-cultural field study in Mainland China and the United Kingdom provided external validity for the experimental results.

Selective attention determines emotional responses to novel visual stimuli.

Distinct complex brain systems support selective attention and emotion, but connections between them suggest that human behavior should reflect reciprocal interactions of these systems. Although there is ample evidence that emotional stimuli modulate attentional processes, it is not known whether attention influences emotional behavior. Here we show that evaluation of the emotional tone (cheery/dreary) of complex but meaningless visual patterns can be modulated by the prior attentional state (attending vs. ignoring) used to process each pattern in a visual selection task. Previously ignored patterns were evaluated more negatively than either previously attended or novel patterns. Furthermore, this emotional devaluation of distracting stimuli was robust across different emotional contexts and response scales. Finding that negative affective responses are specifically generated for ignored stimuli points to a new functional role for attention and elaborates the link between attention and emotion. This finding also casts doubt on the conventional marketing wisdom that any exposure is good exposure.