This dissertation explores the role of social context in advertisement responses, specifically focusing on how the interaction between the social identities to which a person ascribes influence the manner in which they respond to advertisements. The first essay explores how social context and social identity influence perceptions of an advertisement's authenticity. A multi-method, four-study inquiry into perceptions of advertising authenticity combining depth interview, survey, and experimental techniques finds consumer perceptions of authenticity play a key role in attitudes toward advertisements. Findings show consumers naturally assess ads in terms of authenticity and that these perceptions are entwined with self-referencing. In addition, other-referencing is shown to also be linked to authenticity perceptions and ad liking. Finally, a boundary condition on the relationship between authenticity perceptions, self-referencing, and ad liking is discussed, where consumers' reflected appraisals of how they think others will view an advertisement moderates the relationship between self-referencing and attitude towards the ad.The second essay explores, using three experiments, the relationship between reflected appraisals, self-referencing, and ad liking in more detail. Specifically, this essay determines the conditions under which negative reflected appraisals do and not decrease attitude towards the ad. First, this essay shows that when identity and self-referencing are primed, consumers resist negative appraisals about an identity congruent advertisement such that negative appraisals do not decrease ad attitudes. This effect however, does not hold when the target market for an advertisement is external to the social identity and negative appraisals are attributed to out-group members. Here, consumers pay attention to the negative appraisals and decease their attitude toward the ad. This effect, referred to as the dirty laundry effect, occurs because consumers conceptualize identity congruent advertisements as a type of self-presentation. Thus, instead of engaging in defensive behaviors in the face of negative appraisals, consumers become concerned with how they think other people will view them based on the content of the advertisement.

Gender differences in salaries are prominent in most fields. Several laws exist to decrease the amount of pay discrimination and provide remedies for discriminatory organizational behaviors, yet these laws have proven insufficient to eradicate pay inequities. One source for such discrimination in pay stems from the evaluation of employee performance. Performance appraisal systems can be biased in very small ways that yield larger negative effects on later employment-related decisions, such as compensation. The goal of this study was to examine decision-making processes and conclusions raters make during the evaluation of employees. It was expected that the type of presentation and the content of the ratings of performance sub-dimensions would affect gender differences in composite ratings, salary increases, and merit bonuses. Specifically, women were expected to be rated lower when employee performance information was presented sequentially, where it would be harder to directly compare one employee with another and thus not mitigate sex bias. Comparatively, when employee performance information was presented in aggregate form, where comparisons among employees would be easier, no sex bias was expected. It was also hypothesized that in the sequential condition, participants would provide casuistry-based reasoning for their decisions such that explanations for men's better performance would be justified by their performance on the sub-dimension on which the male candidate was rated highly. No effect was found for target gender on any of the outcomes. There was a significant difference for participant gender in the amount of salary increases and merit bonuses assigned. Male participants assigned significantly higher raises and bonuses than female participants to employees. There was also a strong main effect for task-related skills across all outcomes. Employees who were higher in the task dimension were rated higher, awarded higher pay, and given larger bonuses. There were no gender differences in the task ratings. Qualitative data analyses support these conclusions. Although participants provided lengthy reasons for their decisions, none showed or explained a gender difference. Limitations and recommendations for future studies are discussed.

abstract: This study examined the mediating role of children's self-reported appraisals in the relation between interparental conflict intensity and child adjustment. Both parent-reported and child-reported conflict intensity were used as predictor variables. Findings suggested that children's total appraisals mediated the relationship between child-reported conflict intensity and all four outcome variables (conduct disorder, depression, anxiety, and total adjustment). Additionally, children's appraisals of negative evaluation by others mediated the relationship between child-reported conflict intensity and depression, and both rejection and negative evaluation by others mediated the relationship between child-reported conflict intensity and anxiety. Only one mediational relationship was established when assessing conflict intensity through parent report, with children's appraisals of harm to others mediating the relationship between parent-reported conflict intensity and anxiety. Findings from this study outline the importance of assessing conflict and appraisals from the child's perspective as results indicated a higher level of mediating effects of child appraisals in the relation between conflict and child outcomes when assessing conflict from the child's perspective. / Dissertation/Thesis / Ph.D. Educational Psychology 2014

The area of performance appraisal of the handicapped individual is a relatively uncharted domain. Previous studies have tended to either lump categories of handicaps together or to concentrate their performance appraisal on simplistic performance criteria. This dissertation focused upon the performance of a group of physically impaired workers and their non-impaired co-workers. Central to this research endeavor was a comparison of the aggregate performances of both groups of workers through the use of parametric factor and discriminant techniques as well as the non-parametric sign test.

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Three experiments integrated insights from achievement goal theory, social identity threat, and stress and coping research, to develop a theory-based strategy individuals can use to navigate social identity threat in high stakes achievement settings. In all experiments women were asked to adopt a mastery goal (focus on learning and building skills) or a performance goal (perform well; avoid errors) before a mock job interview. In Experiment 1, women expected their interviewer to be either sexist (creating identity threatening situation) or not sexist (a non-threatening situation). Women who focused on mastery rather than performance goals felt more challenged and less threatened while anticipating a job interview in an identity threatening situation; goals did not affect their appraisals of a non-threatening interview. Moreover, women who focused on mastery rather than performance intended to be more assertive (Experiment 2) and ultimately performed better in the interview (Experiment 3). Mediational analyses showed that a focus on mastery led women to appraise the identity threatening situation as a challenge they could overcome rather than a threat they were helpless to combat; challenge, in turn, enhanced performance.

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