Factors Related to Burnout in Arab Social and Community Development Workers
subject: personal emotional regulation burnout
description: The nature of social and community development work leaves the workers at the risk of experiencing burnout and emotional difficulties. The aim of this study was to explore the relationships between burnout and empathy, emotional dissonance, self-compassion and type of work (voluntary, paid) amongst social and community development workers. We hypothesised that high levels of empathy, high levels of self-compassion, low levels of emotional dissonance and fewer hours of paid work would be significant predictors of low levels of burnout. The sample consisted of 315 participants from Syria, Egypt, Lebanon, Jordan and Tunisia. Participants completed an online survey that includes the following measures: Maslach Burnout Inventory, Interpersonal Reactivity Index, Self-compassion Scale, and Emotional Dissonance Subscale from Frankfurt Emotion Work Scale. Correlation and regression analyses were performed to examine the relationships between the variables. The findings showed that empathy was not significantly correlated to burnout, however a positive correlation was observed between personal accomplishment and perspective taking. Self-compassion was strongly and negatively correlated with burnout. Emotional dissonance was negatively correlated with burnout, and it was the strongest predictor of burnout amongst the studied variables. Paid work hours were positively related to emotional exhaustion, depersonalisation and personal accomplishment while voluntary work hours were not related to any of burnout components. The present study indicates novel findings, and contributes to the literature by highlighting the key role of personal emotional regulation in predicting burnout amongst social and community development workers.
creator: Bshr Dayani
source: Participants completed an online Qualtrics-based survey which includes the following four measures: Burnout. The scores of burnout were assessed by the Maslach Burnout Inventory Human Services Survey (MBI-HSS). The MBI-HSS is a 22-item self-reported measure that comprises three subscales: Emotional Exhaustion (9 items), Depersonalisation (5 items) and Personal Accomplishment (8 items). Emotional Exhaustion (EE) refers to the feeling of being drained emotionally and physically. Depersonalisation (DP) stands for the negative inordinately attitude towards job-related aspects. Personal Accomplishment (PA) refers to the feelings of efficiency, productivity and competence achievements in the job. (Maslach et al., 2001; Maslach, & Jackson, 1996). All answers are rated on a seven-point scale that ranges from 0 “never” to 6 “every day”. Subscales produce separate scores that are calculated as the following: for EE and DP scores the high scores represent high levels of burnout. For PA the high scores represent low levels of burnout (Maslach & Jackson, 1981). Empathy. The scores of empathy were assessed by Interpersonal Reactivity Index (IRI) scale. The IRI is a multidimensional scale that has 28 items rated on a 5-point Likert scale that ranges from 1 “Does not describe me well” to 5 “Describes me very well”. The measure comprised of four 7-item sub-scales. Only three subscales were used for the study. These subscales are Perspective Taking (PT) which represents the ability to conceive the psychological perspective of others. Empathic Concern (EC) measures the feelings of warmth and compassion and towards others. Personal Distress (PD) looks into "self-oriented" feelings of stress and apprehension as a reaction to the miserable conditions of others (Davis, 1980). Previous studies have reported high levels of validity and reliability of the scale (Davis, 1983; 1994; Fernández, Dufey, & Kramp, 2011). Emotional dissonance. The scores of emotional dissonance were measured using t…
publisher: Lancaster University
date: 2017
contributor: John Towse
rights: Open
format: data/SPSS.sav
language: English
type: data
coverage: LA1 4YF

Gender identity, attitudes, and bystander intervention
subject: Gender prejudice Feminist identity Feminist theory three partite model of violence.
description: Identifying as a feminist and demonstrating a commitment to feminist activism has suggested an increased likelihood of engaging in bystander interventions in sexist situations in women university students (Brinkman et al., 2015), and awareness about gender prejudices as a result of undertaking women studies and/or diversity courses seems to relate to an increased involvement in feminist activity (Stake & Hoffmann, 2001). Together with this, confrontational responses to prejudicial attitudes can be perceived as a means for decreasing stereotypic responding (Mallett, Ford & Woodzicka, 2016;; Czopp, & Monteith, 2003). For this research levels of exposure to feminist research and self- identification as feminist were examined to determine its effect on sexism levels, and the ability to identify sexism on given hostile and benevolent sexist scenarios. Likewise, the responses participants have given in the past when witnessing sexism was also recorded, and then analyzed to determine correlations between a confrontational response, exposure to feminism, and the strength of feminist identity participants self-identify with. Gender differences were also analysed. Results revealed that participants with high levels of exposure to feminist had significant lower levels of only benevolent sexism. Further analysis also suggests that those with exposure to feminist theory are significantly more likely to identify sexism in hostile sexist scenarios than are those with no exposure. Exposure to feminist theory also increases the likelihood to have a stronger feminist identity. Significant gender differences were also found. Application of these findings and recommendations for future research is further discussed.
creator: Adriana Vivas Zurita
source: Measurements Vignettes Exercise. The vignettes exercise presented participants with 15 scenarios, of which 5 were hostile sexism scenarios, 5 were benevolent sexism scenarios, and 5 were neutral scenarios. The participants were asked 3 questions after reading each vignette. First, they were asked if the scenario presented involved sexism, which was evaluated with a 5 point Likert scale from “strongly disagree” to “strongly disagree”. Secondly, the participants were asked to rate the seriousness of the event, with a 6 point Likert scale which rated from “not applicable”, “not at all serious” to “very serious”. The third question asked participants to pick the type of phenomena that best described the scenario from 8 different choices, which included “hostile or negative comments about women”, “reproduction of the idea that women are not complete without a significant other”, and “the scenario does not describe a situation that involves sexism”, among others that derived from Glick and Fiske ́s (1996) definitions of sexism. Examples for the vignettes (see Appendix A) were taken from Mallett, Ford, and Woodzicka (2016), McCarty, and Kelly (2015), Durán, Moya, & Megías, (2011), Kato et al. (2011), Expósito, Herrera, Moya, and Glick (2010), and Sibley and Wilson (2004). Experiences of Gender Prejudices Instrument. Past experiences of gender prejudice were measured using Brinkman et al’s (2015) Experience of Gender Prejudices Instrument. Participants were asked to identify the last time they were in a situation in which they witnessed a woman being the target of sexism (see Appendix B). They were asked to pick which scenario best described the type of sexism witnessed from 7 options that included “hostile or negative comments about women” and “reproduction of the idea that women are not complete without a significant other”. They were then asked how they reacted to the situation, and if they intervened what their motivation had been. The participant ́s reactions to the se…
publisher: Lancaster University
date: 2017
contributor: John Towse
rights: Open
format: data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

Carer adaptation to childhood epilepsy: The role of the Epilepsy Specialist Nurse.
description: Positive carer adaptation to childhood epilepsy is essential as poor adaptation can be detrimental to child behaviour outcomes. Fulfilment of carer psycho social and informational need is important to facilitate successful adaptation to childhood epilepsy. The role of the Epilepsy Nurse Specialists (ESN) is well suited to meet psychosocial need and so ESNs are hypothesised to improve carer adaptation and in turn child behaviour. This study investigated carer adaptation in geographical areas in the north of England with and without ESN provision using telephone interviews with carers of children with epilepsy. It was found that ESN provision had no significant effect on carer adaptation, psycho social needs of the carer, or child behaviour. Reasons for why no effect was found is attributed to the significant difference in condition severity and comorbidity between the groups that require more complex care needs. Limitations and future research directions are discussed.
creator: Kate Greene
source: 1. Parent Response to Child Illness (PRCI). Participants were assessed in three outcome measures. 2. Parent Report of Psychosocial Care Scale (PRPCS). The second area of assessment was carers' perceived need for information and support. 3. Child Behaviour Checklist (CBCL). The third measure is a measure of child behaviour using the CBCL (Achenbach & Rescorla, 2001). 4. Hague Seizure Severity Scale (HASS). Participants were also asked to provide information relating to their child's seizure severity, their mental health and demographic information so intergroup comparisons could be made. 5. General Health Questionnaire (GHQ). Mental health of the carer was assessed using the short form of the GHQ (Goldberg & Hillier, 1979). 6. Demographic Information. Additionally participants were asked to complete a questionnaire containing demographic information, and also information relating to age of seizure onset, time of last seizure, seizure frequency, anti-epileptic drug (AED)therapy and adherence to this medication.
publisher: Lancaster University
date: 2013
contributor: Chen, Jhih-Ying
rights: Open
format: data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

Testing The Validity of Videogame Modifications for Psychological Research
description: An experiment consisting of 40 participants sampled from both Lancaster University and the Sefton area investigated the validity of using video game modifications (Mods) to construct more reliable testing methods for video game research. Mods are additions to video game code that allow the manipulation of various otherwise unattainable features. It is typical of research in this area to use two different games when attempting to manipulate one variable, this often results in a failure to compare like for like leaving various extraneous variables unaccounted for. Building upon the work of Böche (2009), this present research uses a program Garry’s Mod to construct identical variations that were relatable to popular current games while attempting to manipulate a single variable, violence. Participants played both an antisocial and prosocial variation of the same game and were asked to fill out a survey documenting their opinions on the game and its traits. It was predicted that while features such as graphics, maps, difficulty and the player’s performance in the game would not differ, the self reported violence participants experienced between variations would significantly differ. Predicted trends were observed in ratings of violence t(39) = -22.06, p < .001 and whether the player character’s actions were perceived as prosocial t(39) = -14.64, p < .001. Contrary to predictions, participant’s reported enjoyment t(39) = -4.55, p< 0.001 and the similarity of the game mission to the current game market t(39) = -6.37, p < 0.001 also differed significantly between variations. The implications are discussed throughout the paper.
creator: Matthew McArthur
source: Participants were randomly allocated into two groups. The first group (“antisocial first”) played and answered questions concerning the antisocial version before then playing and answering questions concerning the prosocial version. The order was reversed for participants in the second group (“prosocial first”). Antisocial first. The group that played as soldiers first consisted of 14 males and 6 females. The ages of this sample ranged from 18 to 31 years with a mean of 22.25 and a standard deviation of 2.49. Prosocial first. A group of 14 males, 5 females and one individual who abstained from recording gender played the medic scenario first. The ages ranged from 19 to 26 years, with a mean of 22.3 standard deviation of 1.87. Task, Materials and Apparatus Several specialized items were required to set up and conduct this research. In order to attract participants, an email was sent to the Psychology students of Lancaster University as well as several flyers positioned around the department (See Appendix). These adverts offered a chance to win a £20 Amazon gift card for participation and provided individuals with the e-mail of researchers in order to set up meetings. Hardware. Data was collected using a Macbook Pro with a 13 inch screen. The laptop had a 2.5 GHz (Gigahertz) dual core processor, 4 GB (Gigabytes) of RAM (Random Access Memory), 500 GB Hard Drive memory space and an Intel HD Graphics 4000 graphics card. As well as the Macbook, an apple MagSafe power adapter, a wired optical mouse, a mouse mat and a USB powered laptop cooling pad were used (See Appendix). Software. The Macbook Pro operated the Mountain Lion operating system by Apple and several programs were required to run this experiment. Questionnaires concerning demographic information and perceptions of video games were created using an online research suite, Qualtrics. The questionnaire consisted of three sections (See Appendix). Firstly, participants were asked to input their demographic informatio…
publisher: Lancaster University
contributor: Lizzie Wardman
format: .csv file
language: English
type: Data
coverage: LA1 4YF

National Identity of chinese overseas student
description: Since 21st century, with the development of global and China’s economy, an increasing number of Chinese students preferred study abroad. Chinese oversea students are very special group. They were influenced by the traditional Chinese culture and education. They also accept Western education and thought. This research aims to investigate whether the study-abroad experience will affect Chinese oversea students’ national identity. 35 Chinese students who are studying in UK and 35 Chinese students who are studying in China completed the questionnaire which assessed national identity. All questionnaires sent to the participants by email. According to the results of this study, Chinese students who are studying in UK did not show significant differences in national identity by compared with the Chinese students who are studying in China. Results of current study also indicated that Chinese students’ ethnocentrism scores were marginally higher than Chinese oversea students.
creator: Yisu Hu
source: The national identity was assessed using the National Identity Scale. The National Identity Scale has five factors: membership, private, public, Identity and comparison. On a 7-point Liker Scale, participants reported their agreement (1 = strongly disagree, 7 = strongly agree) with items. Ethnocentrism was measured with the Revised Ethnocentrism Scale, on a 5-point Liker scale, participants indicated their agreement (1 = strongly disagree, 5 = strongly agree) with statements.
publisher: Lancaster University
date: 2013
contributor: Eleni Sevastopoulou
language: English
type: Data

Recalling Memories of Childhood Bullying: Links Between Early Victimisation and Anxiety in Adulthood
description: Objectives: This study investigated the relationship between retrospective reports of bullying (primary school, secondary school and general experiences of bullying) with social anxiety (SAD), generalised anxiety (GAD) and grit (perseverance). Method: Demographic information was obtained from participants (n=147) as well as measures from primary school bullying, secondary school bullying and general bullying experiences utilising the Retrospective Bullying Questionnaire (RBQ; Schafer et al., 2004). The Social Phobia Inventory (Connor et al., 2000) measured social anxiety in participants, the Penn State Worry Questionnaire (Meyer et al., 1990) assessed general anxiety and the Grit Test (Duckwoth et al., 2007) evaluated participant’s determination. Results: There was evidence that primary school bullying was associated with higher levels of GAD whilst higher levels of SAD were associated with general bullying experiences. There was no evidence to suggest that the individual difference measure of grit impacted upon anxiety for participants. The results support previous studies which have linked anxiety disorders in adulthood to earlier experiences of bullying
creator: Jenna Rayner
source: In the Retrospective Bullying Questionnaire (RBQ) (Schafer et al., 2004), there are a number of sections, three of which were used in this study. The first looks at bullying in primary school, the second at bullying in secondary school and the third section at general bullying behaviour. The general bullying behaviour section concentrated on the long-term effects of any bullying the participants had experiences of in primary or secondary school. This section asked such questions as “Do you ever have dreams or nightmares about the bullying events?” and “Do you ever feel distressed in situations which remind you of the bullying event(s)?” (appendix A). This questionnaire was subject to intensive pilot studies by Schafer et al. (2004) and insight was gained from the success of Rivers (2001) study which also utilised a retrospective measure. Reliability of the RBQ was assessed in the Schafer et al. study, which found a good level of test-retest reliability (Spearman correlation coefficients, primary school r=.88, secondary school r=.87). The Social Phobia Inventory is a 17-item self-report questionnaire (Connor et al., 2000) that screens for social anxiety disorder and assesses the acuteness of such a disorder. The measure has three subsections which evaluate key symptoms of SAD: fear of social situations, avoidance of social situations and physiological discomfort within social situation. Each item is rated on a scale from zero to four. Scores ranged from 0 to 68, and a cut off score of 19 or above distinguishes between healthy controls and SAD sufferers. The SPIN has previously demonstrated good internal consistency as well as suitable test-retest reliability. The Penn State Worry Questionnaire (Meyer, Miller, Metzger & Borkovec, 1990) is a 16-item questionnaire which has been considerably utilised in existing studies to measure generalised anxiety disorder in participants. This questionnaire has been shown to differentiate between different anxiety disorders, e.g. Ge…
publisher: Lancaster University
date: 2014
contributor: Anamarija Veic
language: English
type: Data and a form

Assessing Inference Making in Listening Comprehension in Children in Special Education
subject: Developmental Disorders
description: Successful listening comprehension involves making accurate inferences to interpret the meaning of a story. We assessed inference making in listening comprehension of children in special education in years 4, 5, and 6 (n=12). Children listened to short stories and answered questions to assess local and global coherence inference after each story. Analysis of variance (ANOVA) revealed no significant main effects for children’s first responses for presentation type (whole, segmented) and inference type (local, global). However, after children had received prompts a significant main effect of inference type was shown with children performing better on global than local coherence inferences. Correlational analysis revealed no significant correlations between IQ and inference type but there was a stronger correlation between verbal IQ and inference type than non-verbal IQ and inference type. An independent t-test revealed no significant effect of diagnostic group on IQ or inference type but children in the Autism group performed better than children in the MLD group on both IQ measures and the MLD group scored better on both inference types. We conclude that inference type is important to consider when setting and asking comprehension questions along with the use of prompts to portray and assess children’s full comprehension ability.
creator: Rebecca Hindle
source: Participants The participants were 12 children from years 4, 5 and 6 aged between 8 and 11 (N=12, 3 girls and 9 boys, M=9.67, SD=0.99) from a special needs school in the North West of England. All children had a statement of special educational needs including; Autism, Foetal Alcohol Syndrome, Moderate Learning Disability, Nonans Syndrome, Fetal Vulprate Syndrome and Speech and Language Impairment. All children were verbal with English as their first language. Consent was provided by parents/ carers, the Head of School and each class Teacher. Measures IQ Task The WISC IV was used to determine children’s IQ levels. Children completed one verbal and one non-verbal measure of IQ. The verbal measure was a vocabulary task, children were first shown pictures of items and asked what this is, progressing onto words asking, what does this mean? Children could score either 0, 1 or 2 points depending on the accuracy of their definitions according to the WISC IV manual. There were 36 items, increasing in difficulty, and testing stopped when children answered 5 questions incorrectly in a row. The non-verbal measure was a block design task, this comprised of 14 items starting with simple designs progressing to more difficult designs. Children had to copy patterns either demonstrated by the experimenter for the first 3 patterns or presented in picture format for the following items. There were time constraints for each pattern starting with 30s progressing in length for the more difficult items to 120s. Once children had failed to complete 3 patterns in a row, testing ended. Listening comprehension task The listening comprehension task was taken from Freed and Cain (2016) devised by the Language and Reading Research Consortium (LARRC) (2015). The full set of materials comprised 6 short stories however, for the current study only 4 stories were used: Grandma’s Birthday, The Game, New Pet and A Family Day Out. The stories were all topics appropriate to this age group. There were 8 q…
publisher: Lancaster University
date: 2018
contributor: Ellie Ball
rights: Open
relation: None
format: Data/SPSS.sav
language: English
type: Data
coverage: La1 4YF

Accessing Cortical Hyperexcitatbility and Its Predisposition Using Two Types of Measurements
description: This study aimed to explore in depth about the cortex hyperexcitability. In order to do so, the study will use the pattern glare task and three questionnaires. These three questionnaires include the Cortex Hyperexcitability Index II, Cardiff Anomalous Perceptions scale, and the Multi-Modality Unusual Sensory Experiences Questionnaire. The pattern glare task induces on-spot hallucinations and distortions, while the questionnaires measure the long-term daily unusual sensory experiences one may have experienced. In this study, both the questionnaires and the task measured the same underlying factor, the cortex hyperexcitability. In the sense that it was hypothesized that the predisposition of seizure-like hallucinations and distortions and of daily-based hallucinations and anomalous experiences should be associated in a particular way. The pattern glare task had two blocks in the experiment, one with a blindfold and the other without. They were presented to participants in different orders to counterbalance the order effect. In between the two blocks, the participants answered the three questionnaires. The result of the study showed no significant effect of the blindfold, suggesting that wearing the blindfold for five minutes neither increased the sensitivity of the eyes nor the visual cortex. Most of the relationships between the pattern glare and questionnaires failed to be significant. The investigation on the association between the predispositions of the two types of hallucinations also failed to show any significance, only MUSEQ and pattern glare has a significant correlation. The migraine and migraine with aura groups appeared to be more sensitive to the phosphene phenomena. Their sensitivity, though the results were not significant, could be clearly observed through descriptive statistics. Although the results and findings failed to prove the research hypothesis, probably due to the main limitation of the poorly presented stimuli, the current study to some exte…
creator: Flora Zuo
source: Along with the pattern glare task, there were three more questionnaires used in the study, these are MUSEQ (Mitchell et al., 2017), CAPS (Bell et al., 2006), and CHI II (Fong et al., in press). This study has been ethically approved by the Department of Psychology in Lancaster University on 11th May 2018. Participants The current study screened participants before they could take part in the experiment, the screening standard is whether they have been diagnosed with photosensitive epilepsy, epilepsy, or that they recently had a brain or eye surgery. This criterion was created as the viewing of the striped pattern of particular spatial frequencies may induce seizures in patients with photosensitive epilepsy (Wilkins et al., 1984). It turned out none were excluded due to disease or had a history of diseases. There was a total of 43 participants who took part in the study. Among them, 15 were males and 28 were females. The age ranged from 19 to 36, with a standard deviation of 2.92, and around half of the participants were native English speakers. The six participants who self-reported having a migraine or a migraine with aura were noted before the study, as the pattern glare task may induce or intensify their symptoms, which can cause visual discomfort, visual distortions, or a headache. Among the six participants who reported they had migraineur, three of them were migraineurs with aura. Stimuli and Procedure The current study used stimuli that were printed onto cards, and the stimuli were presented to the participants from around 50 cm away at eye level. The patterns were the same size at 20mm * 15 mm, all in black and white, and with the shape of the ellipse. According to the given conditions, the visual angle was calculated to be 12.84 degrees. The three questionnaires were all printed on paper, and the participants were asked to read aloud their answers instead of writing it down. The plain black blindfold which participants were asked to wear during the study wa…
publisher: Lancaster University
date: 2015
contributor: Ellie Ball
rights: Open
relation: None
format: data/SPSS.sav data/.JASP
language: English
type: Data
coverage: LA1 4YF

Investigating the Effects of Challenging Behaviour on the Sibling Relationship: Influenced by Behaviour Topography and Shaped by Attributions of Controllability?
description: Challenging behaviour (CB) displayed by individuals with an intellectual disability (ID) is consistently identified as a stressor on the relationship that they have with their typically developing (TD) sibling. Given the potentially damaging effects of CB on the quality of the sibling relationship and the wellbeing of the TD sibling, understanding the cognitions that underpin TD siblings’ emotional and behavioural responses to CB is essential to direct sibling-targeted psychoeducational interventions. This study considered whether siblings’ responses to CB vary according to behavioural topography. Further, the study considered whether any effects detected were shaped by attributions made by TD individuals regarding the controllability of their siblings’ CB. Thirty-eight siblings of individuals with ID, and 36 participants with a nondisabled sibling, completed a web-based questionnaire measuring participants’ positive and negative affect towards their sibling, the nature of their sibling’s CB, and controllability perceptions regarding their sibling’s CB. The results of this study reiterate that CB is a stressor on the sibling relationship, with externally directed CB (i.e. aggression, destruction) eliciting greater negative affect in siblings compared to internally directed behaviours (i.e. self-injury). However, it could not be concluded with an appropriate level of significance (i.e. p<.05) that this was due to participants perceiving their siblings as more in control of their externally directed behaviours. These findings may have resulted from the diverse nature of the participant group. Further research is required to examine specific differences in the emotional impact of each type of challenging behaviour (and then subsequently, whether any differences detected arise due to contrasting perceptions of behaviour controllability).
creator: Lauren Laverick-Brown
source: Participants Seventy-four TD individuals who had a sibling completed this study. Participants were allocated to one of two conditions according to whether they had a sibling with an ID, or did not (i.e. their sibling was TD). There were 38 participants who had a sibling with ID (82% female, Mage=27.32, SD=9.65) and 36 participants with a TD sibling (92% female, Mage=28.61, SD=10.81); ranging between 13 to 60 years old. Siblings diagnoses are reported in Table 1. Table 1: Diagnoses of participants' siblings Participants were recruited on a voluntary basis through social media advertisements posted by the researcher and by disability organisations (who also sent emails to their followers), and through word of mouth. The researcher developed a digital research flyer summarising study’s purpose and procedure, distributed as described above. To incentivise participation, participants had the option to enter themselves in a prize draw for a £20 Amazon voucher upon completion of the study. A minimum participation age was determined after inputting the text of each questionnaire included in the study into Coh-Metrix (Version 3.0; Graesser, McNamara, Louwerse & Cai, 2004): a web-based software tool assessing the cohesion and coherence of a text. Coh Metrix provides an index of readability by generating the reading age of a piece of text, and the reading age determined of the questionnaires was “grade six”; indicating that 10/11-year-olds should have the ability to comprehend and respond to questions. Thus, it was decided that the questionnaires were suitable for TD individuals aged 12 or above. Consent was gained from all those over 16 years of age, and parental consent for and assent from those aged 12-15 years of age (see “Ethical Considerations” below for further information). Design The study was of a correlational design, investigating the relationship between the following continuous variables: the quality of the sibling relationship, CB displayed by the sibling with I…
publisher: Lancaster University
date: 2018
contributor: Rebecca James
rights: Open
relation: None
format: Data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF

A Match Made in Heaven? The Effect of Congruency Between Accent and Promoted Product in Radio Adverts
subject: None
description: Research consistently shows that accents are powerful social cues used in our everyday interactions as well as in advertisements; they can change how we perceive others and potentially also associated products or brands. Recent studies have explored the effect of congruency between the accent of the speaker in adverts and the country-of-origin of the advertised products. Yet the findings from research on the congruency effect is mixed and sparse. Therefore, this study investigated further into the effect of congruency. Participants were randomly assigned to one of four experimental conditions. The study employed a 2 (Accent: Northern English vs. Italian) x 2 (Product: fish and chips vs. pizza) between participant design. In doing this, two adverts had a congruent accent-product pair (e.g., Northern English speaker advertising a fish and chips brand) and two ads were accent-product incongruent (e.g., Northern English speaker advertising a pizza brand). After listening to the ads, participants then completed a questionnaire which measured participants’ brand memory, attention to the ad, purchase intentions, perceived similarity to the speaker and evaluations of the brand, advert and speaker. The results showed no congruency effect, however other striking findings were revealed that will be discussed in this paper.
creator: Samantha Trow
source: This study used a 2 (Accent: Northern English vs. Italian) x 2 (Product: fish and chips vs. pizza) between subject design. The dependant variables were participants’ attention to the ad, memorability of the advertised brand name, purchase intentions, evaluations of the speaker, and attitude towards the ad and brand. Additionally, the evaluations of the speaker included their perceived warmth, competence, sociointellectual status, aesthetic qualities, and dynamism traits. Participants Through opportunity sampling, 82 participants were recruited. This sample comprised of 29 males and 53 females. Participants were randomly assigned to one of the four conditions. The participants’ age ranged from 19 to 65 (Mage = 25.5 years, SDage = 10.8). All but one participant were native speakers of English. Materials Radio Advertisements. For this experiment, four radio adverts were created (see Appendix A). Two ads were accent-product congruent (Italian accent and pizza, Northern English accent and fish and chips) and two ads were accent-product incongruent (Italian accent and fish and chips, Northern English accent and pizza). In order to create the adverts, two male speakers were recruited. One of the speakers spoke with an authentic Northern English accent and one of the speakers spoke with an authentic Italian accent, both spoke at similar paces with no major differences in their tone of voice. Questionnaire. The questionnaire used in the experiment was created via the survey software, Qualtrics. The questionnaire took approximately 10 minutes to complete. The items and scales used to measure the dependent variables are discussed below. Brand attitude. Participants’ attitude towards the advertised brand was measured using a 4-item, 7-point bipolar scale used in Liu, Wen, Wei. and Zhao’s (2013) study (ɑ = .92). See Appendix B for the full subscale. Ad attitude. Participants’ attitude towards the advert subscale was taken from Lalwani, Lwin, and Li’s (2005) study. The participan…
publisher: Lancaster University
date: 2018
contributor: Rebecca James
rights: Open
relation: None
format: Data/SPSS.sav
language: English
type: Data
coverage: LA1 4YF