Cognitive conflict is considered to represent a psychologically negative signal. Indeed, a recent publication showed that cognitive conflict emerging from the Stroop task influences evaluations for neutral shapes that had become associated with conflict and non-conflict, respectively. Building on these findings, the present research investigates the degree to which Stroop conflict influences evaluations of actual products. In an experimental study, participants performed a Stroop task in which they responded to conflict trials (e.g., the word red presented in a blue font) as well as non-conflict trials (e.g., the word red presented in a red font). Participants were also presented with two pictures featuring bottled water brands: One brand was consistently presented after non-conflict trials; the other brand was consistently presented after conflict trials. When participants evaluated the products, the results showed they rated the product associated with Stroop conflict less favorably than the product associated with non-conflict; however, this effect only emerged when participants were thirsty. When participants were not thirsty, no differences emerged. The present findings add to the literature on cognitive conflict and negativity, suggesting that Stroop conflict can influence product evaluations when those products are goal relevant.

中文翻译：

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Stroop 任务影响产品评估。

认知冲突被认为是一种心理上的负面信号。事实上，最近的一份出版物表明，Stroop 任务中出现的认知冲突会影响对分别与冲突和非冲突相关的中性形状的评估。基于这些发现，本研究调查了 Stroop 冲突对实际产品评估的影响程度。在一项实验研究中，参与者执行了一项 Stroop 任务，其中他们对冲突试验（例如，以蓝色字体呈现的红色一词）和非冲突试验（例如，以红色字体呈现的红色一词）作出反应。还向参与者展示了两张以瓶装水品牌为特色的图片：一个品牌在非冲突试验后始终呈现；另一个品牌在冲突试验后始终如一。当参与者评估产品时，结果显示他们对与 Stroop 冲突相关的产品的评价低于与非冲突相关的产品；然而，这种效果只有在参与者口渴时才会出现。当参与者不口渴时，没有出现差异。目前的研究结果增加了关于认知冲突和消极性的文献，表明当这些产品与目标相关时，Stroop 冲突会影响产品评估。没有出现差异。目前的研究结果增加了关于认知冲突和消极性的文献，表明当这些产品与目标相关时，Stroop 冲突会影响产品评估。没有出现差异。目前的研究结果增加了关于认知冲突和消极性的文献，表明当这些产品与目标相关时，Stroop 冲突会影响产品评估。