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Purpose – In recent decades, some sociologists have turned to evolutionary biology, neuroscience, and cognitive science to support, modify, and reconfigure existing social psychological theory. In this chapter, we build on this momentum by considering the relevance of current work in affective and cognitive neuroscience for understanding emotions and the self. Our principal aim is to enlarge the range of phenomena currently considered by sociologists who study emotion while showing how affective dynamics play an important role across most outcomes and processes of interest to social scientists.

Approach – We focus on the ways external social objects become essential to, and emotionally significant for, the self. To that end, we draw on ideas from phenomenology, pragmatism, classic symbolic interactionism, and dramaturgy. We show how basic affective systems graft on, build from, and extend current social psychological usages of emotions as well as the important sociological work being done on self, from both symbolic interactionist (SI) and identity theory (IT) perspectives. Finally, we turn to the promising directions in studying emotional biographies and various aspects related to embodiment.

Findings – Affective systems consist of brain networks whose connections deepen when activated, with interesting variations observable at the neural, individual, and social levels in which one or more system is more salient than others. Affective systems may come to saturate the construction and maintenance of an autobiography or collective biography, with consequences for self-projection, self-other attunement, and embodied action. In turning to embodiment, however, we consider aspects of cognitive neuroscience that can contribute to ongoing work in neurosociology building on symbolic interactionism.

Practical Implications – The focus on affective systems suggests new research agendas in leveraging emerging neurosociological methods in the laboratory, while pushing for novel, naturalistic observational strategies. The latter, in particular, may be key to deepening sociology's contributions to neuroscience, better positioned to bring the full disciplinary toolkit to bear on these questions.

Social Implications – In considering the embodied and projective aspects of the self, we show how work examining convergence and divergence between embodied and linguistic pathways opens up new insights into how the self develops or acquires behavioral repertoires. As such, this chapter points to the need for holistic approach to understanding the social actor and, thereby, how political, economic, historical, and cultural factors shape self as much as biogenetic and psychological.

Originality of the Chapter – Sociologists think of emotions as either dependent or intervening variables: (1) signaling identity or situational incongruence, (2) states to be managed, and (3) structural dimensions of superordinate–subordinate relationships. Our integration of the theory of affective systems emphasizes the causal primacy emotions have over other behavioral and cognitive functions, clarifying how they play into the construction and maintenance of self and social experience.

How does the human brain absorb information and turn it into skills of its own in psychotherapy? In an attempt to answer this question, the authors will review the intricacies of processing channels in psychotherapy and propose the term transprocessing (as in transduction and processing combined) for the underlying mechanisms. Through transprocessing the brain processes multimodal memories and creates reparative solutions in the course of psychotherapy. Transprocessing is proposed as a stage-sequenced mechanism of deconstruction of engrained patterns of response. Through psychotherapy, emotional-cognitive reintegration and its consolidation is accomplished. This process is mediated by cellular and neural plasticity changes.

The purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence influences consumers’ engagement intentions via the interaction of self-related congruence constructs. Additionally, ad intrusiveness was studied as a mediator of the relationship between ad–media congruence and consumers’ behavioral engagement intention.

An online 2 (Ad appeal: hedonic vs utilitarian) × 2 (Brand type: hedonic vs utilitarian) between-subject experiment was conducted with four versions of mock-up Instagram in-feed native ads.

Results showed that hedonic advertising appeals contributed to ad–media congruence on Instagram, which yielded a lower level of ad intrusiveness and further resulted in higher consumer behavioral engagement intentions. The brand type did not significantly influence participants’ perceptions of ad–media congruence. Moreover, the findings indicate individuals’ brand-self congruence and ad-self congruence were significant moderators in interactions with ad–media congruence in influencing consumers’ behavioral engagement intentions.

Both brand managers and social media providers can leverage this study’s findings to improve ad effectiveness and consumer experiences in their respective social media landscapes. Specifically, knowing what kind of ad is more congruent and less intrusive, as well as how to better tailor targeting strategies in digital media spaces by building higher ad self- and brand self-congruence, can help them achieve persuasive effects when complying with the Federal Trade Commission disclosure guideline.

The current study advances extant literature on native advertising by examining the core characteristic of ad–media congruence and its relation to the key metric of social media marketing success – consumer engagement intentions. The findings also extend the congruence theory by examining the interaction effect of media- and self-related congruence constructs.

Marketers often select unique color names for products to heighten shopper interest. The purpose of this study is to use self-referencing as the foundation for assessing how a product color name that involves the self impacts product evaluation. This paper also investigates the salient element that might moderate consumers’ responses, in particular for product categories where color serves mainly as decoration and is of secondary importance.

Two between-subjects experiments examined how self-referencing mediates the influence of generic versus identity color names on product evaluation (Study 1) and also tested whether the effect of naming product colors in identity terms is limited to the scenario where cognitive load is low rather than high (Study 2).

The results of this study show that identity color names are more persuasive than generic color names. Self-referencing mediates the results, and the favorable effect of identity color names is diminished in the case of high cognitive load. Such evidence suggests that consumers might face impediments for self-referenced processing when factors exhaust their cognitive resources. The decreased elaboration results in less favorable evaluation.

This research enriches knowledge of how an element as modest as a creative product color name influences consumer evaluation, with suggestions for approaches to color naming.

Drawing upon the feedback intervention theory, this study aims to focus on the concept of negative feedback change (increase or decrease) to analyze the dynamics of performance feedback and its relationships with goal orientation, feedback utility and task performance.

The authors conducted a two-wave survey by tracking 195 employees and their supervisors from two representative semiconductor-related equipment companies in China for one month.

Results showed that learning goal orientation positively moderates, and performance-approach goal orientation negatively moderates the indirect relationship between negative feedback change and employees’ task performance through employees’ perceptions of feedback utility.

This study provides new directions for performance feedback research by treating negative feedback from a dynamic perspective and addressing the mediating and moderating mechanisms. Furthermore, the findings also remind managers to not only consider feedback actions at a single moment but also manage it as a series of actions in the ongoing stream of time.

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors investigate how the self-congruence between consumer self-concept and AI and the integration of the conversational AI agent into consumer self-concept might influence such relationships. Second, the authors examine whether these links with self-concept have implications for mental well-being.

This study conducted in-depth interviews with 20 consumers who regularly use popular conversational AI agents for functional or emotional tasks. Based on a thematic analysis and an ideal-type analysis, this study derived a taxonomy of consumer–AI relationships, with self-congruence and self–AI integration as the two axes.

The findings unveil four different relationships that consumers forge with their conversational AI agents, which differ in self-congruence and self–AI integration. Both dimensions are prominent in replacement and committed relationships, where consumers rely on conversational AI agents for companionship and emotional tasks such as personal growth or as a means for overcoming past traumas. These two relationships carry well-being risks in terms of changing expectations that consumers seek to fulfil in human-to-human relationships. Conversely, in the functional relationship, the conversational AI agents are viewed as an important part of one’s professional performance; however, consumers maintain a low sense of self-congruence and distinguish themselves from the agent, also because of the fear of losing their sense of uniqueness and autonomy. Consumers in aspiring relationships rely on their agents for companionship to remedy social exclusion and loneliness, but feel this is prevented because of the agents’ technical limitations.

Although this study provides insights into the dynamics of consumer relationships with conversational AI agents, it comes with limitations. The sample of this study included users of conversational AI agents such as Siri, Google Assistant and Replika. However, future studies should also investigate other agents, such as ChatGPT. Moreover, the self-related processes studied here could be compared across public and private contexts. There is also a need to examine such complex relationships with longitudinal studies. Moreover, future research should explore how consumers’ self-concept could be negatively affected if the support provided by AI is withdrawn. Finally, this study reveals that in some cases, consumers are changing their expectations related to human-to-human relationships based on their interactions with conversational AI agents.

This study enables practitioners to identify specific anthropomorphic cues that can support the development of different types of consumer–AI relationships and to consider their consequences across a range of well-being aspects.

This research equips marketing scholars with a novel understanding of the role of self-concept in the relationships that consumers forge with popular conversational AI agents and the associated well-being implications.

This study aims to examine the effects of self-image congruities (i.e. the match between the image of a product or brand and a customer’s image of themselves) as an affective psychological process in the context of a restaurant setting. The study proposed that a customer’s perception of congruity between his or her self-image and a restaurant could be a salient antecedent for eliciting positive affects toward restaurants, which may influences customers’ evaluations of the functional attributes of a restaurant. The relative effects of actual versus ideal self-image congruity on positive affects, along with the moderating effect of the type of restaurant, were also investigated.

An online survey was developed and distributed to randomly selected respondents in the USA and a total of 376 responses were used for the data analyses. Structural equation modeling (SEM) was used to examine the relationships among five constructs: actual self-image congruity, ideal self-image congruity, positive affect, evaluation of the restaurant experience and revisiting intentions. To investigate the moderating effect of the restaurant type – more specifically, to examine differences in relative importance of actual versus ideal self-image congruity based on the type of restaurant (casual dining versus fine dining) – multiple group analyses were executed.

The results showed that both actual and ideal self-image congruity significantly influence positive affect, which has a significant influence on customers’ evaluations of the functional attributes of a restaurant. Actual self-image congruity effect on positive affect was significant in casual dining restaurants, but it was not significant in fine-dining restaurants. Ideal self-image congruity effect on positive affect was significant in both casual and fine-dining restaurant.

This study provides practical implications for developing an effective marketing communication in terms of promoting different segments of restaurant (casual dining vs fine-dining) based upon the customers’ perception of self-image congruity.

This paper includes a theoretical model that explains whether self-image congruity is a salient antecedent influencing restaurant customers’ positive feelings toward a restaurant brand. It also examined the relative effects of actual versus ideal self-image congruities in different restaurant settings.

Recent neuroscience research shows that two large-scale cortical networks are involved in organizational behavior. These two networks are naturally antagonistic – when one is active the other tends to be suppressed. The focus of the chapter is to apply the opposing-domains hypothesis to problems associated with: (1) trying to balance creative thinking and global processing with analytic reasoning and focused attention; (2) avoiding ethical dangers associated with an imbalance in task positive network (TPN) and default mode network (DMN) thinking; and (3) properly motivating and incentivizing employees so as not to lead to an imbalance between the TPN and DMN. We contend that the opposing-domains hypothesis can inform organizational and leadership theory in areas where single-dimensional dual-process models are inadequate.

Organizational justice research traditionally focuses on individuals’ reactions to how they are treated by others. However, little attention has been given to why individuals choose to behave fairly or unfairly in the first place. Our chapter draws on the literature in ethical decision making (Rest, 1986) to identify five distinct factors that influence an individual's decision to treat others fairly. Using this model as a foundation, and drawing on extant research in justice, we explore five different types of roadblocks to fair behavior. We explore the implications of these roadblocks for organizations concerned with creating and maintaining a fair workplace. Finally, we discuss future research suggested by the five factors and some dilemmas, issues, and caveats relevant to the proposed model.

In the advertising strategy called pseudo-ownership advertising appeal, ownership-implying language (e.g. my, our or your) is used to induce consumers’ “ownership” of a brand. This study aims to investigate the influence of pseudo-ownership advertising appeal on brand psychological ownership and consequent brand attitude, purchase intention and choice. This study also assessed the relative effectiveness of different types of possessive pronouns in different customer segments.

Four experiments, involving both students and non-students, were conducted to test the hypotheses. Experiments 1 and 2 investigated the effects of the first-person singular and plural possessive pronouns (“my” and “our”) on psychological ownership and on brand attitude, purchase intention and choice. Experiment 3 investigated the interacting effects of self-construal (independent vs interdependent) and possessive pronoun (singular vs plural) on psychological ownership and brand attitudes. Experiment 4 investigated the interacting effects of customer type (potential vs current) and possessive pronoun (first-person vs second-person) on psychological ownership and brand attitudes.

Pseudo-ownership advertising appeal resulted in the development of brand psychological ownership, as well as inducing favorable attitudes, purchase intentions and brand choice. Furthermore, consumers with interdependent self-construal developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated plural possessive pronouns, and consumers with independent self-construal developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated singular possessive pronouns. Potential consumers developed stronger psychological ownership when pseudo-ownership advertising appeal incorporated second- vs first-person possessive pronouns, and current consumers developed the same psychological ownership for first- and second-person possessive pronouns.

Possessive pronouns used in advertising can enhance brand psychological ownership. Conditions that moderate the relative effectiveness of first- vs second-person and singular vs plural possessive pronouns on brand psychological ownership and consequential consumer responses can be identified. These findings extend research focusing solely on the self-referencing effects of second-pronoun use (“you”) in advertising on consumer attitudes and behaviors by paying attention to the “ownership” effects of possessive pronouns.