The Subtle Influence of Check and X Marks: How Symbolic Markings Influence Judgment

Gunwoo Yoon, Patrick T Vargas

Research output: Contribution to journalArticle

Abstract

Symbols can exert an influence on how we think, feel, and even behave. Here we examine whether symbolic markings serve as primes and influence how people make judgments. We propose that making either a check or an X mark to indicate an opinion can lead people to process the same information differently, thereby influencing the judgment people make. Across four experiments, we find that the check and X marks carry different symbolic associations; people associate check with good and X with bad. We also find downstream consequences of these mental associations. People who make positively connoted check marks (as opposed to negatively connoted X marks) to indicate their judgments are more agreeable toward familiar, controversial social policies as well as market research survey items on values and life styles. Differential symbolic markings with check and X marks seem to shape how people think and make judgments.

Original languageEnglish (US)
JournalJournal of Consumer Psychology
DOIs
StateAccepted/In press - Jan 1 2018

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Value of Life
Public Policy
Marketing
Life Style
Surveys and Questionnaires
Social policy
Market research
Lifestyle
Experiment
Symbol
Policy research

Keywords

  • Attitudes and persuasion
  • Behavioral decision theory
  • Decision making
  • Judgment
  • Social cognition

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

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