When celebrities talk,children listen: An experimental analysis of children's responses to TV ads with celebrity endorsement

Two studies tested the effects of TV ads with celebrity endorsement on the product preference and understanding of 8- to 14-year-old boys. Study 1 compared two ads for a model racer. One had celebrity endorsement (by a famous race driver) and footage of real automobile racing featuring the celebrity (live action); the second had neither feature. Study 2 employed one ad for a different brand of model racer edited to generate a 2 (endorser presence) by 2 (inclusion of live racetrack action) factorial design. A total of 415 boys were exposed to one of the experimental ads or a control ad, embedded in a new animated children's adventure program. Preference for the advertised brand of model racer (pre- and postviewing) and a number of cognitive variables were assessed. Exposure to endorsement led to increased preference for the toy and belief that the celebrity was expert about the toy. Live action led to exaggerated estimates of the physical properties of the toy and the belief that the ad was not staged. The 8- to 10-year-olds associated the glamour of the endorser with the toy and were more reliant on his advice than were 11- to 14-year-olds. However, the two age groups were not differentially affected by the ads. Contrary to the speculation of many researchers, understanding about advertising intent and techniques and cynicism about ads had almost no influence on product preference after viewing.     

Perceptual and conceptual organization of facial emotions: Hemispheric differences

Patients with lesions to either the right or left hemisphere and control subjects were asked to judge the similarity of pairs of photographs of a person displaying different emotions, and of pairs of emotion words. The results were submitted to a multidimensional scaling analysis. Right-hemisphere-damaged subjects were found to be more impaired at perceiving facial emotions than were left-hemisphere-damaged subjects or controls, and this impairment was not confined to the perception of a subset of facial emotions nor to judging emotional valence (Pleasantness versus Unpleasantness). Rather, subtle impairments in perceiving a wide range of facial emotions were found, mostly concerning differentiation of the Positive-Negative and Attention-Rejection dimensions, and concerning the strategies the subjects used to make their judgments. The right-hemisphere-damaged subjects performed comparably to controls in their ratings of emotion words, suggesting that their ability to conceptualize emotional states was intact and that their impairment was strictly in the perception of emotion.     

Effects of perceptual and conceptual similarity in semantic priming

Summary The study investigates the different contributions to semantic priming of two components of the semantic representation underlying a word. The two components are perceptually based information and conceptually based information. Perceptual information is based on physical attributes such as shape or color, while conceptual information consists of more abstract elements such as functional attributes. The question asked in this study was whether both components would produce an effect in semantic priming. Pairs of words either related because of a conceptual property (banana-apple), a perceptual property (ball-apple), or both because of a perceptual and conceptual property (cherry-apple) were presented as prime and target in a lexical decision and a word-naming task. The results showed independent contributions of perceptual and conceptual attributes to semantic priming.This research was supported by a grant from the Dutch Organization for the Advancement of Pure Research (ZWO). All three authors are senior authors and have contributed to all parts of the project.     

The direct effects of compliance on health outcome

Six studies that randomized patients to drugs versus placebo and also made complaint/noncompliant determinations were reviewed to document the main effects of compliance on health outcome. While the studies varied in terms of demonstrating a main effect of drugs, in five of six cases a main statistical effect of compliance was observed. Possible mechanisms for this effect are briefly noted.     

Detection versus discrimination of visual orientation

The role of focused attention in vision is examined. Recent theories of attention hypothesize that serial search by focal attention is required for discrimination between different combinations of features. Experiments are reported which show that the mixture of a few (less than five) horizontal and vertical line segments embedded in an aggregate of diagonal line segments can be rapidly counted (also called 'subitizing') by a parallel (preattentive) process, while the discrimination between horizontal and vertical orientation requires serial search by shifting focal attention to each line segment. Thus detecting and counting targets that differ in orientation can be done in parallel by a preattentive process, whereas knowing 'what' the orientation of a target is (horizontal or vertical, ie of a single conspicuous feature) requires a serial search by focal attention.     

The influence of information redundancy upon the use of traits and persons as organizing categories

The following question is addressed: How do multiple, simultaneously present cognitive structures influence the representation and recall of social information? In an empirical study examining both free and cued recall, we found the variable information redundancy to influence both the organization and accuracy of subjects' recollections of trait-related behaviors. Redundancy was defined in terms of the degree of person/trait overlap in a social information ensemble. Some evidence indicated that this effect is attributable to an increase in the discriminability of the organizational structures during encoding. The implications of these findings for understanding the formation of integrated cognitive representations of individuals and the spontaneous use of traits in social information processing are discussed.     

On the measurement of storage and retrieval contributions to memory development

We report two free recall experiments and a cued recall experiment in which a new two-stage model was used to obtain numerical measurements of age changes in various aspects of storage and retrieval. The subjects in all three experiments were 7-year-olds (second graders) and 11-year-olds (sixth graders). The major findings in the free recall experiment were that getting a trace into storage posed less of a problem for elementary schoolers than learning how to get it out on test trials, that retrieval development is more rapid during the elementary school years than storage development, and that the superiority of older children's storage and retrieval abilities tends to become more pronounced as learning progresses. A similar pattern of results was obtained under different conditions in the cued recall experiment.     

Causal attribution and dispositional inference: Evidence of inconsistent judgments

Two experiments examined whether individuals who ascribe the disparity in the performances of two actors to situational constraints adequately adjust their dispositional inferences to reflect their own perceptions of causality. Using the quiz-game format of L. D. Ross, T. M. Amabile, and J. L. Steinmetz (1977, Journal of Personality and Social Psychology, 35, 485–494), the effects of the subjects' awareness of the role-determined, self-presentation advantage of the questioner on their dispositional inferences concerning the quiz-game participants are noted. It is hypothesized that subjects who indicated full awareness of the determining force of the situation would nevertheless draw more favorable dispositional inferences about the questioner than about the contestant. The prediction is confirmed. Although the situationally aware subjects rate the questioner and contestant more similarly than do the other subjects, they still rate the questioner higher in knowledge, memory, and education. The results of Experiment 2 indicate that increasing the salience of the subjects' assessment of the situational advantage of the questioner does not eliminate the disparity. It is proposed that the fudamental attribution error represents more a failure to adjust trait inferences for causal attributions than a misperception of causality. Implications concerning the relationship between knowledge of causality and social judgment and the utility of the distinction between “perceived causality” and “higher order causal inferences” are discussed.     

Semantic and visual memory codes in learning disabled readers

Two experiments investigated whether learning disabled readers' impaired recall is due to multiple coding deficiencies. In Experiment 1, learning disabled and skilled readers viewed nonsense pictures without names or with either relevant or irrelevant names with respect to the distinctive characteristics of the picture. Both types of names improved recall of nondisabled readers, while learning disabled readers exhibited better recall for unnamed pictures. No significant difference in recall was found between name training (relevant, irrelevant) conditions within reading groups. In Experiment 2, both reading groups participated in recall training for complex visual forms labeled with unrelated words, hierarchically related words, or without labels. A subsequent reproduction transfer task showed a facilitation in performance in skilled readers due to labeling, with learning disabled readers exhibiting better reproduction for unnamed pictures. Measures of output organization (clustering) indicated that recall is related to the development of superordinate categories. The results suggest that learning disabled children's reading difficulties are due to an inability to activate a semantic representation that interconnects visual and verbal codes.