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.     

Intelligence and age as predictors of motor performance

The Yule-Oseretsky test of motor performance was administered to 10 ‘undifferentiated’ mentally-retarded adults, 10 normal children and 10 normal adults. In accordance with Denny's (1964) 3-group design, the children were matched on mental age with the retardates, the normal adults were matched on chronological age with the retardates, and the children and normal adults were matched on intelligence quotient. The results showed that mental age predicted performance on both fine and gross motor tasks, with the children and retarded adults both obtaining similar relatively-low scores.     

Development of differences in response latencies to right and left visual fields

Robust lateralization developed in right-handed adults who were asked to judge letter pairs as "same" or "different" during 4608 trials. By the end of the first two blocks (768 trials) "same" responses were favored when presented in the RVF (transmitted directly to the left hemisphere) and "different" responses were favored when presented in the LVF (transmitted direction to the right hemisphere). This gradually reversed over sessions with "same" responses becoming faster for letters presented in the LVF, and "different" responses becoming faster for stimuli presented in the RVF. The laterality acquired under these conditions was cumulative and reproducible, appeared in all 16 subjects, and was preserved between sessions a week apart. The data suggest that laterality is a flexible and reversible characteristic of the human brain even when stimulus and task remain constant.     

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.     

Sensitivity in spectral structures

Invariance of matching is shown to be necessary and sufficient for the existence of sensitivity functions that are unique up to multiplication by arbitrary positive real numbers. Examples from auditory and visual psychophysics are discussed.     

The micro-structure of tapping movements in children

In order to investigate the development of movement speed in relation to movement organization, children of 5, 6, 7, 8 and 9 years of age and adults carried out a reciprocal tapping task, in which time pressure and distance were manipulated. The duration, velocity, acceleration and accuracy of the movements were compared between age groups. Age differences appeared mainly in the homing time, not in the duration of the distance covering movement phase. Accuracy and velocity of the distance covering movement phase differed with age. Time pressure affected the homing time, but not the duration of the distance covering phase. Distance manipulation affected mainly the velocity and duration of the distance covering movement phase and the homing time. In the discussion it is contended that age differences in homing time may be related to both the accuracy of the distance covering movement phase and the rate of information processing of the subject.     

A maximum likelihood hierarchical disaggregate model for predicting choices of individuals

The absence of operational disaggregate lexicographic decision models and Tversky's observation that choice behavior is often inconsistent, hierarchical, and context dependent motivate the development of a maximum likelihood hierarchical (MLH) choice model. This new disaggregate choice model requires few assumptions and accommodates the three aspects of choice behavior noted by A. Tversky (1972, Journal of Mathematical Psychology, 9, 341–367). The model has its foundation in a prototype model developed by the authors. Unlike the deterministic prototype, however, MLH is a probabilistic model which generates maximum likelihood estimators of the aggregate “cutoff values.” The model is formulated as a concave programming problem whose solutions are therefore globally optimal. Finally, the model is applied to data from three separate studies where it is demonstrated to have superior performance over the prototype model in its predictive performance.     

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.     

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.     

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.