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.     

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.     

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.     

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.     

Children's understanding of conversational principles

Sixteen preschool, first-, and third-grade children were presented with short stories ending with a verbal statement by a story character. Two alternative ending statements were provided. One alternative violated a postulate (H. P. Grice, 1975, in P. Cole & J. Morgan (Eds.), Syntax and Semantics (Vol. 3), New York: Academic Press) or a reasonable request condition (D. Gordon & G. Lakoff, 1971, Conversational postulates, papers from the seventh regional meeting of the Chicago Linguistic Society, University of Chicago, Department of Linguistics), while the other alternative did not. The child's task was to choose the “funny or silly“ ending, i.e., the violation. Data analysis showed that 100% of the third-graders, 83% of the first-graders, and 19% of the preschoolers performed with significant (P < .02) accuracy. These results suggest that children's understanding of conversational principles improves considerably between preschool and first grade. There were no significant differences among four types of conversational principles examined.     

Spontaneous versus instructed use of multiple standards for evaluating comprehension: Effects of age,reading proficiency,and type of standard

Nine- and eleven-year-old children differing in reading proficiency read and commented on brief expository passages containing three different types of embedded problems (nonsense words, prior knowledge violations, and internal inconsistencies). Half of the children were specifically instructed as to the types of standards they should apply in order to detect the problems (lexical, external consistency, and internal consistency); the remaining children were simply instructed to look for problems. Both quantitative and qualitative differences in standard use were revealed by the children's comments about all parts of the passages. Older and better readers used more different standards and they used them more frequently than younger and poorer readers. The lexical standard was more likely to be adopted spontaneously than the other two standards and it was the only standard used by a substantial proportion of both younger and poorer readers. Finally, the consistent effects of instruction type indicate that children's evaluation activities were strongly influenced by the amount of guidance received.     

The role of self-produced movement and visual tracking in infant spatial orientation

In two longitudinal studies, infants were trained at 12 and 18 months to find an object hidden in one of two identical wells in a Plexiglas box. On the test trial, normal access was blocked and infants were either guided by their mother or allowed to move on their own to another opening on the opposite side. In Experiment 1 significantly more correct responding occurred after active movement than after passive at 12 months, with correct responding related to high visual tracking. In contrast, at 18 months correct search without tracking predominated among both movement conditions. A difference between the conditions in the position of the mother on the test trial was ruled out as a contributor to performance on the basis of data from Experiment 2. When opaque sides were inserted to prevent tracking in Experiment 3, active movement no longer facilitated correct search at 12 months, thus indicating that the tracking and not the active movement per se was the critical factor.     

Selective association learning in the rat: Generality of response system

Three experiments with rats examined the possibility that the cue-consequence specificity effect is not mediated by the conditioning of selective associations, but instead reflects the selective behavioral expression of taste-illness and exteroceptive-shock conditioning. Experiment 1 showed that the selective aversion performance could be obtained despite the use of locomotor withdrawal from the CS as the index of conditioning. Experiment 2 compared the response profiles of animals conditioned with footshock or illness to presentation of a saccharin or noise CS. During the test with the noise CS, lithium-conditioned subjects did not differ from control rats on any of several behavioral categories, but shock-conditioned rats showed high levels of freezing in response to the noise cue. During the saccharin test, lithium-treated rats engaged in behaviors such as chin wiping, head shaking, and gaping; these behaviors were rarely or never seen in shock-conditioned rats or controls, whose behavioral profiles during the saccharin test were almost identical. Experiment 3, using a blocking design, found that a noise-lithium pairing did not attenuate subsequent conditioning of a saline-lithium association, nor did a saccharin-shock pairing interfere with conditioning of a noise-shock association. These results confirm that the cue-consequence specificity effect is mediated by the selective associability of taste with illness and of exteroceptive cues with footshock.     

Calibration of probability assessments by professional blackjack dealers, statistical experts, and lay people

The question addressed in this study is whether experts are better calibrated than lay people. We investigated how well people are calibrated when they assess the probabilities of card combinations in the game of blackjack. Three groups of subjects were used: professional dealers, statistical experts, and control subjects. The results showed that experience and statistical expertise do not make people better calibrated in this task. It is argued that the concept of calibration is not wholly appropriate to describe the obtained deviations from the normatively correct responses. This is illustrated by a discriminant analysis performed on the signed deviation scores, which resulted in an almost perfect separation of the three groups, although they were overlapping with respect to calibration.     

Further tests of a meta-model of youthful marijuana use

This paper tests a meta-model of youthful marijuana use on students in Grades 11, 12 and 13. Although the specific models for each grade varied in detail, all followed a meta-model making the following assumptions: (1) that use or nonuse of marijuana depends primarily on attitude towards use; (2) that attitude largely reflects the perceived functional and dysfunctional consequences of use; and (3) that what people perceive as functional or dysfunctional depends on relevant personality characteristics. All three models showed satisfactory goodness-of-fit in terms of nonsignificant overidentification tests (minimum P > 0.25) and small discrepancies between observed correlations and the corresponding theoretically implied correlations. A notable feature of the Grade 13 data in contrast to those for Grade 12 and previously reported findings was the seeming unimportance of the perceived value of marijuana use for gaining acceptance from peers. It was suggested that this might reflect the selective survival into Grade 13 in the sampled community of more independently-oriented students.