The “straw man” prior expectation of the dominant social psychology paradigm is that humans should behave with perfect rationality and high ethical standards. The more modest claim of evolutionary psychologists is that humans have evolved specific adaptations for adaptive problems that were reliably present in the ancestral environment. Outside that restricted range of problems, one should not expect optimal behavior.

Many corporate logos use pictorial metaphors to influence consumer attitudes. Priming concrete concepts—by means of logo exposure or other procedures—changes attitudes toward dissimilar abstract targets in metaphor-consistent ways. It is assumed, however, that observers apply a logo’s metaphor externally to interpret the company and its service. This research examined the possibility that observers may instead apply that metaphor internally to interpret their current condition and hence their need for the company’s service. We hypothesized that the same logo can have divergent (...) effects on company liking depending on the direction of metaphor application. To test this possibility, we built on evidence that people apply available metaphors especially when they feel unsure about the target. We predicted that observers would apply a logo’s metaphor externally when unsure about the company, but internally when unsure about themselves. Three experiments provide convergent support for hypotheses. We discuss impli.. (shrink)

In America, White and affluent middle-school students outperform minority students and those of low socioeconomic status on measures of academic performance. This achievement gap is partly attributable to differences in academic engagement. A promising strategy for engaging students is to elicit an academic possible identity: an image of oneself in the future as an accomplished student. Tests of this strategy’s efficacy show mixed results, however. According to Identity-Based Motivation Theory, this is because a salient possible identity enhances goal engagement when (...) it is perceived to be strongly connected to one’s current identity. Still, the connection between temporally remote identities is an abstract concept that students may have difficulty grasping. According to Conceptual Metaphor Theory, this connection may be easier to conceptualize metaphorically in terms of a dissimilar concrete experience – in particular, a physical journey between locations. Integrating these theories, prior studies show that priming a journey-metaphoric framing of an academic possible identity increased academic engagement among college students. The current study tested whether this prime would similarly motivate middle-school students in an economically disadvantaged school setting. Results show that students framing their academic possible identity as a destination on a physical path, versus without a provided metaphor, reported higher academic engagement. This finding extends metaphor priming effects to low-income and minority adolescents, a crucial population in educational research, and points to low-cost, theoretically grounded interventions for boosting academic engagement. (shrink)

Terror management theory and research can rectify shortcomings in Atran & Norenzayan's (A&N's) analysis of religion. (1) Religious and secular worldviews are much more similar than the target article supposes; (2) a propensity for embracing supernatural beliefs is likely to have conferred an adaptive advantage over the course of evolution; and (3) the claim that supernatural agent beliefs serve a terror management function independent of worldview bolstering is not empirically supported.