Measuring Processing Fluency: One versus Five Items

While there is an ample amount of consumer behavior research that recruits processing fluency as an explanatory construct, the question how to best measure the fluency experience has received little attention. Therefore, there is a lack of consistency in measuring the construct, particularly with regard to the use of single‐item versus multi‐item measures. The current research, thus, aims to investigate how processing fluency can be consistently measured across different experimental fluency manipulations and which type of measure has the highest validity. Based on classic scale development procedures, we propose a reliable and valid multi‐item measure and compare this measure against a single‐item measure in terms of predictive validity. We show that both measures mediate the effect of five established fluency manipulations and that the single‐item measure is sufficient. In addition to providing a measure for future research that can be adapted to different empirical settings, we provide empirical evidence on the replicability of fluency effects and on the theoretical conjecture that people have a uniform fluency experience across different manipulations of fluency.     

Age of acquisition and the recognition of brand names: On the importance of being early

Research in cognitive psychology has shown that words, objects and faces learned early in life are recognized more fluently than similar items learned later. Experiment 1 shows that early acquired brand names are recognized more quickly than later acquired brands. Experiment 2 shows that the age of acquisition effect extends to accessing semantic knowledge about brands. In Experiment 3, older participants were faster at recognizing early learned brands that are now extinct than more recent, active brand names. Early surviving brands were recognized quickest of all. The significance of these effects for manufacturers and marketing are discussed.     

Hippocampal activation of immediate early genes Zenk and c-Fos in zebra finches (Taeniopygia guttata) during learning and recall of a spatial memory task

Zebra finches (Taeniopygia guttata) are able to learn the position of food by orienting on spatial cues in a ‘dry water maze’. In the course of spatial learning, the hippocampus shows high expression of the immediate early genes (IEGs) Zenk and c-Fos, indicating high activation of this area during learning. In contrast, the IEG activity is nearly absent if the birds do not have to rely on spatial cues. In the present experiment it was investigated whether hippocampal activation can also be observed if the learned spatial task is recalled. For this purpose, the hippocampal Zenk and c-Fos activation of birds in an early learning stage was compared with that of others having well reached their maximal performance. The results show that the avian hippocampus is also active during recall of a learned spatial task, but the activation is significantly lower than in animals learning actually. As in previous experiments, hippocampal IEG expression showed strong variation not only in the position of the active patches of neurons, but also in size and cell density. The observed difference contributes to the view that immediate early genes may not be indicators of activation alone, but may be due to a combination of activation and plastic changes.     

Disseminating a sun safety program to zoological parks: the effects of tailoring.

Previous research found that a sun safety program for visitors at 1 zoo increased sun safety behaviors. This randomized study compared the effects of tailored dissemination materials plus 2 brief follow-up phone calls (tailored group) versus generic materials (basic group) on implementation by other zoos of the previously evaluated sun safety program. Education directors of 126 zoos completed surveys several months following initial dissemination and 1 year later. During Summer 1, 40% of tailored group zoos and 24% of basic group zoos offered visitors at least 1 sun safety activity (odds ratio=2.2, 95% confidence interval=1.0-4.8). During Summer 2, these rates were 34% and 44%, respectively (ns). The pattern of findings suggests that tailoring had no incremental long-term impact and that the generic materials produced a good level of dissemination.     

Typical hierarchical processing in autistic adults

ABSTRACT

Previous research suggests that autistic individuals exhibit atypical hierarchical processing, however, most of these studies focused solely on children. Thus, the main aim of the current study was to investigate the presence of atypical local or global processing in autistic adults using a traditional divided attention task with Navon’s hierarchical figures. Reaction time data of 27 autistic and 25 neurotypical (NT) adults was analysed using multilevel modelling and Bayesian analysis. The results revealed that autistic, like NT, adults experienced a global precedence effect. Moreover, both autistic and NT participants experienced global and local interference effects. In contrast to previous findings with children, the current study suggests that autistic adults exhibit a typical, albeit unexpected, processing of hierarchical figures.