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.     

Representation of linear orders

Two binary classification tasks were used to explore the associative structure of linear orders. In Experiment 1, college students classified English letters as targets or nontargets, the targets being consecutive letters of the alphabet. The time to reject nontargets was a decreasing function of the distance from the target set, suggesting response interference mediated by automatic associations from the target to the nontarget letters. The way in which this interference effect depended on the placement of the boundaries between the target and nontarget sets revealed the relative strengths of individual interletter associations. In Experiment 2, students were assigned novel linear orders composed of letterlike symbols and asked to classify pairs of symbols as being adjacent or nonadjacent in the assigned sequence. Reaction time was found to be a joint function of the distance between any pair of symbols and the relative positions of those symbols within the sequence. The effects of both distance and position decreased systematically over 6 days of practice with a particular order, beginning at a level typical of unfamiliar orders and converging on a level characteristic of familiar orders such as letters and digits. These results provide an empirical unification of two previously disparate sets of findings in the literature on linear orders, those concerning familiar and unfamiliar orders, and the systematic transition between the two patterns of results suggests the gradual integration of a new associative structure.     

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.     

The effects of recency and story content on children's moral judgments

Sixteen stories were read to children at ages 4, 7, and 11 years and to college freshmen (n = 24 per age level) to investigate the effects of recency and specific story content on the development of moral reasoning. The stories consisted of either positive or negative intention and either positive or negative consequence in one of four situations: rule breaking, property damage, property damage with peer interaction, or injury to a person. At each age level, half of the subjects heard the stories with the intention first and the consequence second, and half heard them in the reverse order. Analyses confirmed that in general younger children judged on consequence, whereas older children utilized intention, and that on stories containing intentional injury to a person, the younger child took intention into account. Recency effects were evidenced for both the 4- and 7-year-olds. In the 4-year-old group, however, the recency effects failed to override the salience of negative consequence in contexts of positive intention and negative consequence. This suggests that preschool children may respond primarily to the negative aspect of the story, whether intention or consequence.     

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.     

Selecting people randomly

This article considers what justification can be found for selecting randomly and in what circumstances it applies, including that of selecting patients to be treated by a scarce medical procedure. The author demonstrates that balancing the merits of fairness, common good, equal rights, and equal chance as they apply in various situations frequently leads to the conclusion that random selection may not be the most appropriate mode of selection. Broome acknowledges that, in the end, we may be forced to conclude that the only merit of random selection is the political one of guarding against partiality and oppression.     

Attributions, beliefs about control, and adjustment to breast cancer

Attributions for cancer and beliefs about control over cancer were examined for their association with adjustment to breast cancer. Although 95% of the respondents made attributions for their cancer, no particular attribution (e.g., stress, diet) was associated with better adjustment. Analyses of attributions of responsibility for the cancer to the self, environment, another person, or chance yielded only a negative relation between adjustment and blaming another person. In contrast, both the belief that one could now control one's cancer and the belief that others (e.g. the physician) could now control the cancer were significantly associated with good adjustment. Of the different types of control, cognitive control was most strongly associated with adjustment, behavior control was less strongly associated with adjustment, and information control and retrospective control were unassociated with adjustment. The theoretical and practical implications of these results are discussed.     

Variables related to reported learning in brief experiential groups held at professional meetings

Reports of learning from 119 participants of 18 general psychodynamic groups from the 1981 and 1982 annual meetings of the Canadian Group Psychotherapy Association were investigated. Two main learning factors emerged from a factor analysis of participant ratings, learning about oneself in a small group (factor one) and learning how to be an effective leader with professional skills (factor two). Participants reported moderate to considerable learning for both factors even though the stated task of the groups did not emphasize the learning of professional skills. Relationships between several classes of variables (group, leader, demographic) and reported learning were studied. Results that were consistent with several previous investigations were found. The discovery of a participant, sex-difference finding, i.e., greater reported learning by the women, generated a number of questions that may be addressed in future investigations.This article was derived from a paper presented at the Fourth Annual Meeting of the Canadian Group Psychotherapy Association, October 27, 1983, Banff, Canada.