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.     

Why Reading? Because it's there

Three papers (V. A. Mann, Reading skill and language skill. Developmental Review, 1984, 4, 1–15; G. Wolford & C. A. Fowler, Differential use of partial information by good and poor readers. Developmental Review, 1984, 4, 16–35; F. J. Morrison, Reading disability: A problem in rule learning and word decoding. Developmental Review, 1984, 4, 36–47) are critiqued from the standpoint of their adequacy in advancing our understanding of a problem as complex as reading disability. Experimenters should be explicit about their guiding theoretical assumptions, and should think through the relations, if any, between their laboratory tasks and the actual processes of reading. The reading protocol of a dyslexic child is provided, and is interpreted within the frameworks of the Mann, Wolford and Fowler, and Morrison viewpoints.     

The effects of empathic instructions upon donating behavior: Sex differences in young children

First-grade children were given either empathy instructions (in which they were told to imagine themselves in the target person's place) or neutral instructions (in which they were told to listen to what the target person did). For half the subjects, the target person was of the same sex; for the other half, the target person was of the opposite sex. Subjects were then given a chance to anonymously donate money to the target child, who was presented as being in need. Liking for the target child, subject's perceptions of the target child's emotional state, and subjects' report of their own emotional states were also assessed. Empathic instructions increased donating behavior for males, but not for females. Accuracy of perception of the target person's state was generally high. Self-reports of emotional states congruent with that of the target tended to be associated with increased donating behavior only for males, but these self-reports were greater for females than males, and greater for both sexes with same-sex target persons. Liking also was enhanced by gender similarity. These results are discussed in terms of a proposed relationship among empathy, prosocial behavior, sex, and age.We wish to express our gratitude to the staff and students of Wannamaker and North Fairview Elementary Schools of Topeka, Kansas, for their assistance in carrying out this research, and also thank C. Daniel Batson for his helpful suggestions and comments.     

Odor recognition: familiarity, identifiability, and encoding consistency

The investigation examined the association between the perceived identity of odorous stimuli and the ability to recognize the previous occurrence of them. The stimuli comprised 20 relatively familiar odorous objects such as chocolate, leather, popcorn, and soy sauce. Participants rated the familiarity of the odors and sought to identify them. At various intervals up to 7 days after initial inspection, the participants sought to recognize the odors among sets of distractor odors that included such items as soap, cloves, pipe tobacco, and so on. The recognition response entailed a confidence rating as to whether or not an item had appeared in the original set. At the time of testing, the participants also sought to identify the stimuli again. The results upheld previous findings of excellent initial recognition memory for environmentally relevant odors and slow forgetting. The results also uncovered, for the first time, a strong association between recognition memory and identifiability, rated familiarity, and the ability to use an odor label consistently at inspection and subsequent testing. Encodability seems to enhance rather than to permit recognizability. Even items identified incorrectly or inconsistently were recognized at levels above chance.     

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.     

Item-specific and relational encoding effects in children's recall and recognition memory for words

This study tests the hypothesis that children's deficiency in encoding itemspecific and relational information in episodic events contributes to age differences in recall and recognition. In two experiments, grade school children and college adults were presented with word triplets varying in categorical relatedness. The processing of the item-specific and relational information in the triplets was independently manipulated. Experiment 1 assessed cued recall, and Experiment 2 assessed recognition of both the central target and incidental contextual members of each triplet. The results showed that the processing manipulations had independent and different effects on recall and recognition, on memory for the members of the different kinds of triplets, on the use of the retrieval cues, and on memory for target and incidental words. Developmental differences were found in both recall and recognition, and of both target and incidental words, that varied with triplet type and the processing manipulations and that were attributable to differences in the encoding of item-specific and relational information in the triplets. The discussion contrasts alternative accounts of children's encoding deficiency, and suggests that the distinction between automatic, age-invariant, and strategic age-sensitive encoding processes needs to be redrawn.     

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.     

Five-month-old infant recall and utilization of temporal organization

The ability of 5-month-old infants to recall temporal information and utilize temporal organization was investigated in two experiments. Infants were trained to fixate a hierarchically structured or an unstructured sequence of stimuli which appeared in four spatial positions. In the first study, the number of infants who demonstrated correct recall through the third serial position of a sequence was significantly better then would occur by chance. In the second study, infants given structured sequences showed a significant increase in the number of correct fixations across trials, and they recalled across serial positions better in structured sequences. Also, accuracy of recall in both studies for the middle serial positions was related to hierarchical organization following 8-unit structured sequence training but was at chance level following unstructured sequence training. Results of both studies were interpreted within a temporal organizational framework: Infants appear to utilize organization within sequences of information.     

The Ramsay Family in Virginia Woolf''s To the Lighthouse: A Study of Arrest at Stage Three of Family Development as Delineated in Solomon''s "A Developmental, Conceptual Premise for Family Therapy"

The five stages of family development and their phase-specific tasks as delineated by Michael A. Solomon in an article that appeared in this journal (1973) are given dramatic representation by Virginia Woolf in her novel To the Lighthouse (1927). The novel begins with the Ramsay family system arrested at the third stage of development; and it is only after the death of Mrs. Ramsay that the remaining family members begin to attend to the phase-specific tasks of stages four and five, and family development commences.