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.     

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.     

Children's relative number judgments: One-to-one correspondence,recognition of noncorrespondence,and the influence of cue conflict

Although one-to-one correspondence can be seen as a component of successful counting, number conservation, and relative number judgments, there is evidence of considerable discrepancies between children's competencies in these different tasks. Concerning relative number judgments there are strikingly different claims concerning the ability of young children to make one-to-one correspondence-based judgments. In part these discrepancies reflect differences in criteria. Four experiments are reported in which 5-year-olds' relative number judgments of small and large number displays with and without perceptual aids were studied. Children were found to respond to local rather than global density differences and to benefit from the provision of perceptual aids on both small and large number displays with one exception, namely, large number displays where the longer row is less numerous.     

AN ALTERNATING TREATMENTS COMPARISON OF ORAL AND TOTAL COMMUNICATION TRAINING WITH MINIMALLY VERBAL RETARDED CHILDREN

This study was a comparison of the effects of oral speech with total communication (speech plus sign language) training on the ability of mentally retarded children to repeat 4-word sentences. Three children were chosen who used single words to communicate but who did not combine words into complete sentences. Three sentence pairs were trained, with each pair having one sentence trained using oral methods and an equivalent one trained using the total communication approach. Both training procedures involved chaining sentence parts, reinforcement, and prompting. Oral methods involved presenting vocal stimuli and requiring vocal responses whereas total communication methods involved presenting vocal and signed stimuli and requiring vocal and signed responses. For the initial sentence pair with each child, an alternating treatments design was used to determine the relative efficacy of the two language training approaches. This was repeated with a second and third sentence pair using a multiprobe technique within a multiple baseline design. Results pointed to the superiority of the total communication approach in facilitating sentence repetition. Possible explanations of these results are offered and the utility of the alternating treatments experimental design is discussed.     

A comparison of monocular and binocular depth perception in 5- and 7-month-old infants

Monocular depth perception was compared with binocular depth perception in 5- and 7-month-old infants. Reaching was used as the dependent measure. Two objects, identical except in size, were presented simultaneously to each infant. The smaller object was within reach for the infants while the larger object was just beyond reach. The two objects subtended equal visual angles from the infants' observation point. With binocular presentation, 96% of the 7-month-olds' reaches and 89% of the 5-month-olds' reaches were for the nearer object. With monocular presentation, 58% of the 7-month-olds' reaches and 65% of the 5-month-olds' reaches were for the nearer object. The reaching preferences observed in the monocular condition indicated sensitivity to monocular depth information (motion parallax, accommodation, and relative size information were available). Binocular viewing, however, resulted in a far more consistent tendency to reach for the nearer object. This result suggests that the infants' perception of the objects' distances was more veridical in the binocular condition than in the monocular condition.     

More precisely defining and measuring the order-irrelevance principle

R. Gelman and C. Gallistel (1978, Young Children's Understanding of Number, Cambridge, MA: Harvard Univ. Press) use two definitions of the order-irrelevance principle interchangeably: (1) count tags do not have to be assigned in a fixed order and (2) the order in which elements of a set are enumerated does not affect the cardinal designation of the set. A study involving 107 kindergarten and first grade children indicates that the two are actually distinct concepts. Apparently, a willingness to arbitrarily assign tags is a developmentally less sophisticated ability than--and hence does not necessarily imply--an ability to predict that differently ordered counts produce the same cardinal designation. Thus it appears that evidence of the second ability is necessary to infer a full understanding of the order-irrelevance principle. The first ability alone implies what might better be termed an "order-indifferent tagging scheme." Suggestions for measuring and further researching the order-irrelevance principle are discussed.     

Stimulus context and infant orientation discrimination

In three experiments, the effect of additional "contextual" elements on the discrimination of the orientation of linear and curvilinear segments was investigated with 4-month-old infants. In Experiment 1, paired visual matrices (one which contained some irregularity in orientation of internal elements, vs one which contained no irregularities) were presented. Infants detected irregular matrices significantly better than chance, but such detection was not aided by contextual elements. Discrimination of orientation in Experiment 2 was assessed with a paired-comparison familiarization-novelty paradigm. It was found that the addition of elements here significantly aided discrimination of linear segment orientation, but not curvilinear segment orientation. Experiment 3 investigated why this effect was not found for curvilinear segments; after equating the curvilinear stimuli to linear ones used in Experiment 2 with respect to the closedness of figure, discrimination of curvilinear orientation was observed.     

Further evaluation of prompt density,rate of reinforcement,and the persistence of manding

Previous research has evaluated the effects of prompt rates on the rate of communicative behavior. More recent research has suggested that dense prompting can result in communicative behavior that is more resistant to change. However, existing research has not considered the impact that higher response rates had on reinforcement rate, a variable known to impact response persistence. The current study systematically replicated previous research by evaluating communicative responding in contexts associated with dense- and lean-prompt schedules and extended existing research by (a) holding reinforcement rates similar across the two prompting schedules (lean and dense), and (b) evaluating the persistence of communicative responding in the contexts associated with each prompting schedule. The results for Experiment 1 clearly replicated and extended previous research. The results for Experiment 2 were equivocal and suggested that previous reinforcement history and response class size impacted outcomes.     

Affection deprivation is more aversive than excessive affection: A test of affection exchange theory

Affection exchange theory predicts that both excessive affection and affection deprivation are associated with poorer health, compared with receiving the level of affectionate communication that one desires. A similar yet-untested prediction is that affection deprivation is more aversive than excessive affection. This preregistered study tested both hypotheses on a battery of mental and physical health outcomes, including depression, loneliness, stress, physical pain, frequency of nightmares, and sleep quality, using a Census-matched sample of U.S. American adults (N = 827). As hypothesized, receiving the right amount of affection was associated with more health-supportive scores on all outcomes than either excessive or deficient affection. Similarly, excessive affection was associated with lower depression, loneliness, stress, and pain, and higher sleep quality, than affection deprivation.