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.     

Perceptual and conceptual organization of facial emotions: Hemispheric differences

Patients with lesions to either the right or left hemisphere and control subjects were asked to judge the similarity of pairs of photographs of a person displaying different emotions, and of pairs of emotion words. The results were submitted to a multidimensional scaling analysis. Right-hemisphere-damaged subjects were found to be more impaired at perceiving facial emotions than were left-hemisphere-damaged subjects or controls, and this impairment was not confined to the perception of a subset of facial emotions nor to judging emotional valence (Pleasantness versus Unpleasantness). Rather, subtle impairments in perceiving a wide range of facial emotions were found, mostly concerning differentiation of the Positive-Negative and Attention-Rejection dimensions, and concerning the strategies the subjects used to make their judgments. The right-hemisphere-damaged subjects performed comparably to controls in their ratings of emotion words, suggesting that their ability to conceptualize emotional states was intact and that their impairment was strictly in the perception of emotion.     

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.     

A multivariable analysis of spatial abilities by sex

This article presents a series of studies investigating the influence of experimental factors and the personological variables of age and sex upon spatial abilities. It was hypothesized that the overall equivocal findings typical of spatial research may be partially due to the use of different factors across studies. The experimental variables of spatial factor, task demands, spatial information type, information-processing mode, and response mode were systematically manipulated across the eight studies. In each individual analysis of data collected in a specific study, no significant main effect sex differences were detected. However, when a meta-analytic review of the studies was conducted, both spatial information dimensionality and information dimensionality × spatial factor assessed proved to be influential on male and female spatial performances. Female performance was superior when the dimensionality of stimulus and response variables was invariant. Males had the advantage when dimensionality crossing was necessitated. The discrepancy between the sexes was particularly dramatic when the spatial orientation factor was tapped.     

The case of the disappearing disagreements: A reply to Yussen

S. R. Yussen (1984, Developmental Review, 4, 139–144) and I have few disagreements. The major one seems to be in what the purpose of my article (R. J. Sternberg, 1984, Developmental Review, 4, 113–138) should have been. I believe the article fulfills my own purpose, if not Yussen's.     

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 influence of information redundancy upon the use of traits and persons as organizing categories

The following question is addressed: How do multiple, simultaneously present cognitive structures influence the representation and recall of social information? In an empirical study examining both free and cued recall, we found the variable information redundancy to influence both the organization and accuracy of subjects' recollections of trait-related behaviors. Redundancy was defined in terms of the degree of person/trait overlap in a social information ensemble. Some evidence indicated that this effect is attributable to an increase in the discriminability of the organizational structures during encoding. The implications of these findings for understanding the formation of integrated cognitive representations of individuals and the spontaneous use of traits in social information processing are discussed.     

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 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.