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Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p91493_index.html Direct Link: HTML Code:

Yegiyan, Narine., Lang, Annie. and Bradley, Samuel. "How Risky Products Activate the Appetitive and Aversive Motivational Systems and How Individual Differences in Motivational Activation Modify the Effect" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p91493_index.html>

Yegiyan, N. S., Lang, A. and Bradley, S. D. , 2006-06-16 "How Risky Products Activate the Appetitive and Aversive Motivational Systems and How Individual Differences in Motivational Activation Modify the Effect" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <APPLICATION/PDF>. 2009-05-25 from http://www.allacademic.com/meta/p91493_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This paper investigates how risky products activate the appetitive and aversive motivational systems. In addition, it examines how motivational system activation, as an individual difference, modifies how people attend to risky and non risky products. The results show that risky products activate the appetitive motivational system and that this is particularly true for individuals with a highly active appetitive system (i.e. those with high positivity offset). The results further suggest that for those with a highly active aversive system (that is those with high negativity bias) there is some weak activation of the aversive system when viewing risky products. In addition, as was seen in previous research, risky products elicited more arousal (both self-reported and physiological) and were remembered better than non risky products. Finally, results also showed that those high in either positivity offset or negativity bias paid much more attention (indicated by heart rate) to risky compared to non risky products.

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