The Effect of Countervailing Incentives and Law of Contagion in Behavior Desire and Expectancy Bias of Fear and Disgust for Cockroach Phobia
Date Issued
2009
Date
2009
Author(s)
Yang, Meng-Ju
Abstract
This research included two studies exploring the effects of hunger countervailing incentives and law of contagion on eating desire and expectancy bias of fear and disgust for cockroach phobia. In Study 1, a 2 (group: high &. low cockroach fear) × 3 (countervailing incentives: hungry, medium, & stuffed) × 2 (contact: direct & indirect) repeated measures ANOVA was conducted on ratings for eating desire. Participants with low (n = 33) and high (n = 39) cockroach fear completed Disgust Scale, Coackroach Fear Scale, and Eating Decision Making Scale. In Study 2, the experiment design was modified by using photographs, magnifying the contrast between different countervailing incentive conditions, adding non-cockraoch as baseline for the contact factor, and adding facial expression expectancy rating as dependent measure. A 2 (group: high &. low cockroach fear) × 2 (countervailing incentives: hungry & stuffed) × 3 (contact: direct, indirect, & non-cockroach) repeated measures ANOVA was conducted on ratings for eating desire. Participants were low (n = 41) and high (n = 47) cockroach fear individuals. Furthermore, a 2 (group: high & low cockroach fear) × 2 (countervailing incentives: hungry & stuffed) × 3 (contact: direct, indirect, & non-cockroach) × 2 (facial expression: fear & disgust) repeated measures ANOVA was conducted on ratings for expectancy rating. Participants in the further anlaysis were low (n = 17) and high (n = 16) cockroach fear individuals. The results indicated that when encountering cockroack, the emotion might occur earlier than decision making and the patterns between them were different. Both fear and disgust were influenced by law of contagion; however, disgust expectancy was also influenced by associational contamination. Nevertheless, eating desire including thinking about hunger countervailing incentives and eliminating contagion were made carefully. The implications and limitations of the present findings and future research possibilities are discussed.
Subjects
animal phobia
disgust
countervailing incentives
law of contagion
expectancy bias
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