Sociological Images

A couple of months back I posted a video that illustrated the way that our expectations shape our perceptions. In it, Jimmy Kimmel gave people an iPhone 4 but told them it was an iPhone 5. Believing they were holding a neat new Apple product, they identify a range of features that make it clearly superior — often holding it up to their identical iPhone 4s and perceiving significant differences between the two.

Following up on this theme, Kimmel followed up by asking people on the street to try two cups of coffee and tell him which one had the new $7-per-cup premium coffee from Starbucks and which had a cheap brand. Except both cups of coffee were actually full of the same, non-premium, non-Starbucks coffee. Nonetheless, a number of testers immediately identify striking differences in taste between the two options, providing specific differences in quality that they think distinguish the coffees. It’s a fun illustration of a basic aspect of human cognition — that what we expect to see or experience affects how we interpret the sensory information we encounter:

Thanks to Dmitriy T.C. for the tip!

Cross-posted at Montclair Socioblog.

Try not to think about an Oldsmobile.

I’ve been thinking about Oldsmobile.  I mentioned it in passing in the previous post, and since then I’ve been wondering about “Not Your Father’s Oldsmobile” – the brand’s swan song.  Matthew Yglesias at Slate thinks that the campaign alienated the regular customers, the ones who bought a new Olds every few years, saying to them in effect, “You’re a geezer, an Oldster, and have been for a while – sans youth, sans sex, sans taste, sans everything except your crummy car.”

The tag that completed the famous set-up line was, “The new generation of Olds.”

The target of the campaign was to attract young car buyers, but it missed badly.  Why?  My guess is the futility of negation.  Saying what something is not doesn’t give people a clear picture of what that something actually is.  But that’s not the problem here.  The message was clear, especially with that tag about generations.

The problem is that direct negation can reinforce the idea you are trying to deny – as in the paradoxical command to not think about an elephant. “I am not a crook,” said Richard Nixon in his televised address about Watergate.  It’s his most remembered line, and when he spoke it, the TV screen might as well have had an overlay flashing the words “Game Over.”

If the denial contradicts general perceptions (i.e., the brand), people might not hear it at all, or worse, they might hear the opposite.  Ever since fact-checking went public in a big way a few years ago, we’ve seen corrections to the lies that politicians have told about one another.  But as Brendan Nyhan and Jason Reifler have shown, corrections can boomerang, especially when they clash with ideas the reader already has.

Can these false or unsubstantiated beliefs about politics be corrected? … Results indicate that corrections frequently fail to reduce misperceptions among the targeted ideological group. We also document several instances of a “backfire effect” in which corrections actually increase misperceptions among the group in question.

Cross-posted at Family Inequality.

People don’t know how much they’re eating.

A recent experiment found that people eat more when the container is larger, even when the portion size is not. They gave Belgian college students a container of M&Ms and parked them in front of a TV, with some cover story. The students were randomly assigned to three groups, medium-portion/small-container, medium-portion/large-container, and large-portion/large-container. These were the results: The ones who got the large container ate more, whether it was full or not (the difference between the two wasn’t significant).

These kinds of experiments continuously suggest that distractions, distortions and other apparently irrelevant information and events routinely have large effects on people’s eating practices (here’s an extensive review). One infamous study showed that even people served 14-day-stale popcorn at the movies ate 34% more when it was served in a large container. In an earlier popcorn study, researchers found that people given large containers not only ate more, but were less able to report how much they ate. They concluded:

When a food is eaten from a large container, it appears easy to lose track of how much one eats. Even if the food were to taste relatively unfavorable, eating it from a large container may cause one to overeat because they lose track of how much they have consumed.

About that Yogurt Tub…

All this occurred to me when I visited one of our many local Frozenyo franchise outlets. It’s a self-serve frozen yogurt place where you pay one price by weight no matter what you put in your bucket. The trick that impressed me is the bucket — there is only one size, and it’s very large. But you can’t judge how big it is because there’s nothing to compare it with — no sizes or prices on the wall, no mini cup for kids — just one stack of identical buckets. So the person who posted this picture on Yelp probably thought she had a reasonable size serving, since the thing is barely half full:

There are three possible ways to judge your self-served serving size. You can go by the tub (“I filled it half way”), you can go by the person next to you (“sheesh!”), or you can look at the cartoon penguins on the wall:

How much is the penguin eating? I took home one of the buckets, and measured the volume of water it holds: 18 ounces. In comparison, a standard kid-sized serving bowl, the kind some people use to give their kids ice cream at home, holds 12 ounces:

An innocent child used to half a bowl of ice cream — in the bowl on the left — might be pretty steamed if you served her this:

According to the serving size information on the back wall of Frozenyo, I think that’s about 1.5 servings, or 150 calories of the nonfat variety, before toppings. The penguin’s overflowing bowl is 5.0 servings. With no toppings that’s 500 calories. If you pile it with M&Ms, sprinkles, hot fudge, Captain Crunch, coconut topping and fresh kiwis, who knows. It’s not really that many calories to consume — the same number as a single slice of banana bread at Starbucks.

But the point is you don’t know how much you’re eating. One Yelp reviewer cautioned that you can get a stomach ache after eating at Frozenyo, because “your eyes are bigger than your stomach.” I think it’s because the dump-truck sized delivery vehicle you eat it out of is bigger than your stomach.

But most reviewers love it for the individual control over serving size and toppings, and the reasonable price ($.39 per ounce by weight, or $5-$6 for a typical load).* I think it’s a winning business model, with low labor costs, because all you need is one person to pour the mix into the machines and another to weigh the tubs and swipe credit cards. According to the company’s ambitious map, there are still 46 states with “territory available.”

If I were them, I would increase the bucket size by 5% per year. I doubt anyone would notice.

* Paging George Ritzer: it’s the irrationality of rationality.

Cross-posted at Neuroskeptic.

“Personality differences” between people from different countries may just be a reflection of cultural differences in the use of “extreme” language to describe people.

That’s according to a very important paper just out from an international team led by Estonia’s René Mõttus.

There’s a write up of the study here. In a nutshell, they took 3,000 people from 22 places and asked them to rate the personality of 30 fictional people based on brief descriptions (which were the same, but translated into the local language). Ratings were on a 1 to 5 scale.

It turned out that some populations handed out more of the extreme 1 or 5 responses. Hong Kong, South Korea and Germany tended to give middle of the road 2, 3 and 4 ratings, while Poland, Burkina Faso and people from Changchun in China were much more fond of 1s and 5s.

The characters they were rating were the same in all cases, remember.

Crucially, when the participants rated themselves on the same personality traits, they tended to follow the same pattern. Koreans rated themselves to have more moderate personality traits, compared to Burkinabés who described themselves in stronger tones.

Whether this is a cultural difference or a linguistic one is perhaps debatable; it might be a sign that it is not easy to translate English-language personality words into certain languages without changing how ‘strong’ they sound. However, either way, it’s a serious problem for psychologists interested in cross-cultural studies.

I’ve long suspected that something like this might lie behind the very large differences in reported rates of mental illness across countries. Studies have found that about 3 times as many people in the USA report symptoms of mental illness compared to people in Spain, yet the suicide rate is almost the same, which is odd because mental illness is strongly associated with suicide.

One explanation would be that some cultures are more likely to report ‘higher than normal’ levels of distress, anxiety — a bit like how some make more extreme judgements of personality.

So it would be very interesting to check this by comparing the results of this paper to the international mental illness studies. Unfortunately, the countries sampled don’t overlap enough to do this yet (as far as I can see).

Source: Mõttus R, et al (2012). The Effect of Response Style on Self-Reported Conscientiousness Across 20 Countries. Personality and Social Psychology Bulletin PMID: 22745332

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Neuroskeptic blogs anonymously here.  You can also follow him on Twitter.

Elizabeth sent in a link to a long and judicious New York Times article about biologically-male, gender-variant children, written by Ruth Padawer.  It’s well done, laying out the struggles even liberal-minded parents go through, including the mixed messages they get from “experts.”  It also briefly addresses the hormonal and genetic research, but acknowledges that the measures of femininity and masculinity used in these studies — and in daily life — are socially constructed.  That is, what is considered masculine or feminine is different across cultures and changes over time.

I thought this picture of three boys at a camp for gender-variant children, waiting for their turn in a fashion show, was particularly interesting (photo by Lindsay Morris):

I was struck by not just the emphasis on the dress/skirt, but the nail polish, jewelry, and high heels (on at least two of the children).  Their poses are also striking, for their portrayal of not just femininity, but sexualized femininity. It’s hard to say, but these boys look pretty young to me, and yet their (or their camp counselors?) idea of what it means to be a girl seems very specific to an adult hyperfemininity.  (After all, even most biological girls don’t dress/act this way most of the time and lots of girls explicitly reject femininity; Padawer comments that 77% of women in Generation X say they were tomboys as kids.)

In contrast, girls, when they enact a tomboy role — and now I’m off into speculation-land — don’t seem to go so far into the weeds.  We don’t see girls dressing up like lumberjacks or business men in suits and ties.  They don’t do tomman, they do tomboy.  There’s something more woman about how some of these boys perform femininity.

Some research on tomboys shows that girls who adopt it are sometimes, in part, trying to put off the sexual attention that comes with growing up.  So perhaps tomboyism is a way of rejecting one’s maturing body.  In contrast, perhaps femininity appeals to some boys because we adultify and sexualize young girls; it’s a form of grown up play as well as gender deviance?

Who knows.  The truth is — and the article does a good job of communicating this – we have no idea what’s going on here.

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Lisa Wade is a professor of sociology at Occidental College.  You can follow her on Twitter and Facebook.

Earlier this week I wrote a post asking Is the Sky Blue?, discussing the way that culture influences our perception of color.  In the comments thread Will Robertson linked to a fascinating 8-minute BBC Horizon clip.  The video features an expert explaining how language changes how children process color in the brain.

We also travel to Namibia to visit with the Himba tribe.  They have different color categories than we do in the West, making them “color blind” to certain distinctions we easily parse out, but revealing ways in which we, too, can be color blind.

Cross-posted at Global Policy TV.

A great story at the New York Times, sent in by Katrin, reveals how the evolving science of marketing is creating its own set of challengers for advertisers.  Target, like many companies, tracks its customers purchases and uses the data to send packets of coupons tailored to individuals and households.  In this way, they tempt us into the store by offering us deals on things they know we want.

Target is also in the business of predicting what a person will want.  So the marketing company decided to try to use costumer shopping habits in order to predict pregnancy.  If they could start sending the woman baby-related before she started shopping for them in earnest, the company figured, she might end up always thinking of Target when she needed to spend money on the baby.

Using an algorithm that considered the purchasing patterns typical of newly pregnant women — e.g., prenatal vitamins, scent-free instead of scented lotion, a sudden uptick in the acquisition of cotton balls — they were able to make a pretty good guess as to whether a female customer was expecting.  Suddenly these women were getting coupons like this:

This caused two problems.

First was the father of the teenage girl who started getting coupons for diapers in the mail.  This led to an angry phone call to Target and, later, a chagrined apology by the stunned grandpa-to-be (story here).

The second was the reaction of the intended target, the expectant moms.  Some were pretty freaked out that Target knew they were pregnant!  It’s one thing, it turns out, for Target to know you like vanilla better than chocolate ice cream, or you fancy scented candles; it’s different, perhaps, to suddenly realize that it knows your you’re having a baby.  That could feel like a serious invasion of privacy.

So Target learned that the ability to predict our needs and desires comes with the need to do some psychological management as well. Accordingly, they began sneaking baby-related coupons into coupon books that also included other things.  So far, Target reports, these women are none the wiser… and thinking of Target as their one-stop baby shop.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.