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.     

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.     

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.     

Abnormal and normal obsessions—A replication

A replication of previous work on the incidence and characteristics of intrusive cognitions in non-clinical populations was carried out. The results closely reflected those obtained previously, and further relationships between variables were found. The importance of distinguishing between- and within-S data is stressed.     

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.     

Food anticipation and lever-directed activities in rats

Three experiments are described which elaborate some of the conditions under which rats will contact and manipulate a periodically presented retractable lever. Experiment 1 demonstrated that (i) initial manipulative oral and manual contact with the lever was facilitated if the rat had previous experience of food delivery in the experimental chamber; (ii) persistence in contacting the lever on successive presentations was a function of whether food continued to be presented in the experimental environment; and (iii) food satiation significantly reduced the tendency of the rat to contact the lever even though an expectancy of food had previously been established under conditions of food deprivation. Experiment 2 suggested that the tendency to approach and contact the lever was in part a function of the local moment-to-moment conditional probability of food delivery. Experiment 3 found that the probability of contacting the lever was higher during presentation of an auditory CS signaling a high rate of food delivery than during stimuli signaling no food at all. These results are interpreted as suggesting that the food-signaling aspects of an appetitive CS and that CS's ability to generate signal-directed behaviors are experimentall separable properties.