A Research Tool to Increase Attention to Experimental Materials: Manipulating Presentation Format

Experimental approaches require researchers in a variety of applied business disciplines to design experimental materials. This research is often busy and difficult to secure high-level professionals; thus, researchers must ensure sufficient attention to experimental materials to provide usable data. The current study suggests an experimental design feature to encourage participants to thoroughly process information contained in experimental materials. Based on Reynolds' (1992) selective attention strategy (SAS) model, variations in presentation format were expected to influence the relative salience of information presented. Two aspects of presentation format were manipulated to increase salience: display (paragraph vs. bullet point) and typeface (standard vs. bold underlined). Results indicate display improved ability to retrieve information, but typeface did not. Implications for the design of experimental materials are discussed.