Mood, self-awareness, and willingness to help.

Berkowitz, Leonard

doi:10.1037/0022-3514.52.4.721

Cited by 94 publications

(64 citation statements)

References 28 publications

(42 reference statements)

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“…The reliabilities of the positive-affect scale (a ¼ .79) and negative-affect scale (a ¼ .67) 2 were satisfactory and comparable to the reliabilities obtained by other researchers using similar sets of adjectives designed to measure positive and negative affect (Berkowitz, 1987;Watson et al, 1988).…”

Section: Resultssupporting

confidence: 80%

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Why mood affects help giving, but not moral courage: Comparing two types of prosocial behaviour

Kayser

Greitemeyer

Fischer

et al. 2010

Euro J Social Psych

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A long tradition in the help giving literature assumes that mood states determine the level of prosocial behaviour shown by individuals. Most research in this area has been conducted in the context of low cost prosocial behaviour, whereas research has been neglected in which participants were confronted with situations involving potential severe and dangerous negative consequences (i.e., high cost situations) with the help-giver risking his moral integrity and social disapproval (i.e., moral courage). To address this gap in the literature, the present studies investigate differential effects of positive and negative compared with neutral mood states on help giving versus moral courage. Study 1 shows that in situations requiring low cost helping, participants were more likely to help in positive and negative moods than those in a neutral mood, whereas in situations requiring moral courage (high cost), participants were comparably likely to help in each of the three mood conditions. In Study 2, we find that salience of moral norms mediates the interaction between type of prosocial behaviour and mood. Finally, Study 3 investigates whether the apparent discrepancy between help giving and moral courage as established by the differential impact of mood states can be determined still differently. It reveals that justice sensibility, civil disobedience, resistance to group pressure, moral mandates, and anger lead to moral courage, but not to help giving. Differences between these two types of prosocial behaviour are discussed. Copyright # 2009 John Wiley & Sons, Ltd.The largest part of research on prosocial behaviour has focused on cases of need that imply no or low costs for the help giver when getting involved (e.g., reading a number of statements, collecting donations, assembling a pile of papers). There is, however, a growing body of evidence pertaining to the costs and moral aspects of prosocial behaviour, particularly for the case of moral courage, a more costly type of prosocial behaviour. For instance, a person who supports a colleague who presses for investigation into possible corporate corruption may do so despite the risk to lose his job.

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Section: Resultssupporting

confidence: 80%

“…Positive relative to neutral moods increase the amount of attention individuals pay to their feelings and values versus the world around them. Because most people value helping and because good mood increases their attention to this value, good moods increase helping behaviour (Berkowitz, 1987;Salovey & Rodin, 1985).…”

Section: Mood and Prosocial Behaviourmentioning

confidence: 99%

Why mood affects help giving, but not moral courage: Comparing two types of prosocial behaviour

Kayser

Greitemeyer

Fischer

et al. 2010

Euro J Social Psych

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“…Advertising researchers have a common view that different types of television programs produces different effects on viewers' mood (e.g., happy / sad mood) which ultimately influence their assessment of the advertisements that they watch during the program (Kamins, Marks & Skinner, 1991;Berkowitz, 1987;Yinon & Landan, 1987;Goldberg & Gorn, 1987;Bower, 1981). Hence, to control the effects of the television program in which the experimental advertisements were to be embedded, three television programs; talk show, News in Urdu and English documentary were judgmentally selected.…”

Section: Control Variablesmentioning

confidence: 99%

An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

Ahmad¹,

Mahmood²

2011

IJMS

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The importance of creativity in advertising as one of the primary factor for advertising effectiveness has been much advocated by advertising professionals and academicians particularly in a cluttered media. Industry experts argue that advertisements have to be more creative to break through the greater media clutter and develop an impression for the brand. This study examines the potential effectiveness of award winning television advertisements in Pakistan in both single and three advertising exposures. To ensure a real life advertising situation, both creative and control advertisements were embedded in a television program which were shown to two separate groups of research subjects with single and three advertising exposures respectively. Based on recall of the experimental advertisements in single and three exposures, subjects' tapped their responses about brand and advertisement attitude and lastly purchase intent. Contrary to expectations, the finding of this study in single exposure does not verify the superior performance of creative advertising in terms of recall, brand and advertisement attitude and purchase intent. However, in three exposures, creative advertisements developed significantly more favorable brand and advertisement attitude and greater unaided brand recall than control advertisements. Creative advertisements developed greater mean purchase intent for the advertised brands than control group of advertisements; however, it just slipped from attaining significance. Being an optimum and more mature response of research participants in three exposures as compared to single exposure, the results of this study in three exposures conclude that creative advertisements are really more effective than conventional advertisements and bestow value to the advertised brands.

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“…Trait variables were self-esteem, self-consciousness, and body consciousness; the placebo was ostensibly arousing or relaxing.In the arousing placebo condition, people scoring high on private body consciousness stayed awake longer than those 4 Many experiments are relevant to this hypothesis but are not reviewed here. Some studies simply failed to show effects on self-reported emotion (Berkowitz, 1987;Scheier, Carver, & Gibbons, 1981, Study 1). Others induced an emotion by creating a self-discrepancy (Carver, Blaney, & Scheier, 1979;Scheier, 1976).…”

Section: Footnotesmentioning

confidence: 99%

On Introspection and Self-Perception: Does Self-Focused Attention Enable Accurate Self-Knowledge?

Silvia

Gendolla

2001

Review of General Psychology

155

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How is introspection related to accurate self-perception? Self-focused attention is said to facilitate accurate judgments of cognitive aspects (attitudes, standards, and attributions) and somatic aspects (sensations, arousal, physical symptoms, emotions) of self. The present skeptical review concludes that the “perceptual accuracy hypothesis” is unsupported. There is simply little direct evidence, and the indirect evidence is better explained by objective self-awareness theory's core tenet: Self-focus increases consistency motivation. Most studies have also failed to appreciate the complexity of establishing the accuracy of self-judgment. The authors discuss some conceptual issues that future work should recognize, such as the logics of accuracy research, the role of honesty standards in accurate self-reports, differences in self-perception and object perception, and the implications of different self-theories for accuracy.

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Mood, self-awareness, and willingness to help.

Cited by 94 publications

References 28 publications

Why mood affects help giving, but not moral courage: Comparing two types of prosocial behaviour

Why mood affects help giving, but not moral courage: Comparing two types of prosocial behaviour

An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

On Introspection and Self-Perception: Does Self-Focused Attention Enable Accurate Self-Knowledge?

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