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.     

Reported prevalence of attentional difficulties in a general sample of college students

The present study investigated the self-reported prevalence of attention-deficit hyperactivity disorder (ADHD)symptoms in 770 college students using the Adult Rating Scale and the Wender Utah Rating Scale. Psychometric properties of these scales were explored. The study also investigated the performance of students with ADHD symptoms, relative to students without ADHD symptoms, on a battery of neuropsychological tasks. Results revealed that 7 and 8% of the students reported significant symptoms (i.e., 1.5 SD above the mean) on the Adult Rating Scale and the Wender Utah Rating scale, respectively, and 2.5% reported significant symptoms on both the Adult Rating Scale and the Wender Utah Rating Scale. Using more stringent criteria (two standard deviations), fewer (i.e, 4, 3.8%, and 0.5%) subjects reported significant symptoms associated with ADHD. Between-group differences were found on one of the neuropsychological tasks. The construct validity of the rating scales was supported. Limitations and implications for future research are advanced.Presented at the International Neuropsychological Society's Sixteenth European Conference, Angers, France, June 1994, and the Annual Convention of the American Psychological Association, Los Angeles, CA, August 1994.     

Children's language acquisition

Child language acquisition has only recently become an important research topic for developmental psychologists, although the universal appearance of language during the second year of life has long fascinated philosophers. For normally developing children, language emerges spontaneously as a means of talking about what they know so that they can accomplish social goals important to them. Some children, however, need to be taught. This article reviews current issues in child language acquisition and suggests a research agenda for helping those children who have difficulty mastering the fundamentals of language.     

Response to Requests for Abortion: The Influence of Guilt and Knowledge1

Participants who varied in their levels of sex guilt and sexual knowledge indicated the extent of their approval for abortion in response to 10 case histories of abortion applicants. The case histories were varied in terms of the circumstances under which conception had occurred. Sex guilt was significantly related to abortion decisions while sexual knowledge registered little effect. Low sex guilt students were more favorable toward abortion requests than were high sex guilt students, but both groups were more favorable toward abortion when conception was the result of failure of a contraceptive method than when it was due to the applicant's inconsistent use of the method. In addition, high sex guilt students' abortion decisions were significantly influenced by the relationship of the applicant to her coital partner. When the relationship was “steady,” they approved the request, whereas abortion was denied to the applicant who conceived with a casual partner. The results were discussed within the context of the debate over the morality of abortion and the problem of unwanted adolescent pregnancy. It was suggested that sex guilt may play a larger role in these issues than has been previously recognized, and that presenting the “facts” (sexual knowledge) may have little impact in abortion related decisions.     

Cognitive masking in rapid sequential processing: The effect of an emotional picture on preceding and succeeding pictures

This experiment assessed the effect of an emotional pictorial input on the processing of preceding and succeeding pictorial inputs. Thirty-nine individual pictures were successively presented for 165 msec, with a 500-msec dark interval between each item. The 20th input item was either an emotional or a neutral picture; the remaining 38 items were neutral sketches. Postinput recognition data indicated a processing disruption of several pictorial items following the emotional as compared to the neutral input and a possible processing disruption of the item immediately preceding the emotional stimulus. The outcome suggests nonindependence in the processing of separate picture inputs in rapid sequential presentations.     

The New York Jewish Student Syndrome: Stereotype and Facts

Psychiatric professionals at a midwestern university outpatient clinic consistently describe certain symptom characteristics for New York Jewish (NY-J) students. All student applicants during 1966-67 completed pre-intake questionnaires, which included a previously validated 20-item symptom checklist. Neither NY-J male or female students could be distinguished on stated symptoms from urban non-Jews or other Jewish students more than expected by chance. Differences obtained were mainly in expressive style, including a search for “meaning” by the NY-J students; however, the forces inherent in “studenthood” appeared to make the various ethnic and demographic groups more similar than different.     

The Effects of Participation in Decision-Making on Worker Satisfaction and Productivity: An Organizational Simulation1

Although correlational evidence of a positive relationship between participation in decision-making and satisfaction is relatively consistent, whether participation in decision-making has a causal effect on satisfaction remains unclear. The present research examined, through an organizational simulation in which high and low levels of participation in decision-making were manipulated, the causal effect of participation on satisfaction and productivity. The subjects were 128 male undergraduates randomly assigned to 32 four-person groups. Results of the experiment showed that participation in decision-making had a significant positive effect on satisfaction. In addition, the correlation between perceived influence and satisfaction was positive (r= .31). Contrary to theoretically derived predictions, participation had no impact on productivity.     

Crisis prevention and intervention training for psychiatric hospital staff

A 5-day course designed to train psychiatric hospital staff verbal and physical methods of preventing violence and injury when dealing with upset patients was taught to 89 staff from maximum and less secure wards. Compared to no-treatment controls, experimental subjects improved significantly on four tests of crisis-related tests and knowledge. Questionnaire and self-report measures from staff and patients on the training wards also indicated positive course effects. Assault frequencies decreased immediately after the course and staff injuries on experimental wards were reduced after the course relative to control wards.