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.     

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.     

Evaluation and recall of evidence: Authoritarianism and the Patty Hearst case

By using the Patricia Hearst case as the stimulus material, two experiments were conducted to examine the relationship between authoritarianism and recall of evidence. In Experiment I it was found that high authoritarians recall more prosecution evidence than defense evidence. This was not the case for the low authoritarians. Results concerning the hypothesis that high authoritarians would recall more character information than low authoritarians were equivocal. In Experiment II a trend indicating that high authoritarians draw more direct inferences from incriminating evidence than do low authoritarians or an attorney was obtained. The results are discussed in terms of previous findings, authoritarian theory, and characteristics of the Patricia Hearst case.     

Suppression and substitution in the treatment of nailbiting

The effectiveness of a package treatment for reducing nailbiting was studied. The package was composed of both positive procedures aimed at teaching adaptive behavior to substitute for nailbiting and negative procedures aimed at advancing skills for suppressing nailbiting. The design of the study permitted an analysis of the contributions of both positive and negative components of the package. Subjects assigned to combined, positive, negative and placebo groups received four weekly treatment sessions, and changes in their nailbiting behavior were compared with untreated controls. As in previous studies, nonspecific factors such as demand and attention to ones nails were found to be important determinants of outcome. In addition, positive procedures were found to be substantially more important than negative procedures in the maintenance of reductions in nailbiting over a 4-month follow-up period.     

Exercise, changes in aerobic capacity, and changes in self-perceptions: An experimental investigation

Subjects in an exercise training condition participated in a 10-week aerobic exercise class, whereas subjects in waiting-list control and independent control conditions did not. The results indicated that subjects in the training condition evidenced reliably greater improvements in physical fitness (aerobic capacity) and reported reliably greater improvements in their abilities and confidence in both the physical area (e.g., ability to run distances) and nonphysical area (e.g., frustration tolerance) than did subjects in the control conditions. On the other hand, improvements in physical fitness were not related to reported improvements in abilities and confidence. These findings are of interest because they indicate that some of the important personal changes that are associated with physical fitness training are not due to changes in fitness, but appear to be due to other factors (e.g., group participation and expectancies).     

The self-serving attributional bias: Beyond self-presentation

An experiment was conducted to provide empirical support for the notion that asymmetrical causal attributions for favorable and unfavorable outcomes result from a self-serving attributional bias that occurs independently of self-presentational concerns. Subjects did either well or poorly on an ego-involving test for which their performance, attributions, and evaluations of the test were either public or private. A pattern of self-serving responses for subjects' attributions and evaluations of the test was found in the private conditions, thus providing evidence of the influence of outcome favorability on individuals' perceptions of causality. Theoretical and practical implications of these finding are discussed and suggestions for future research are offered.     

Conservation training in four-year-old children

In Experiment 1 two training procedures were used to teach four-year-olds to conserve. Verbal rule instruction consisted of providing verbal rules and demonstrations of the operations referred to by the rules. Feedback consisted of providing verbal feedback contingent upon the children's responses. One week after training on conservation of number and length the children were given a posttest which included tests of conservation of number, length, and mass. Children who were given verbal rule instruction conserved significantly more on the number and length posttest problems than children who were not. However, this learning did not transfer to the mass problems, possibly because mass is not naturally acquired until some time after conservation of number and length. The feedback training procedure had no effect on conservation performance. In Experiment 2, the verbal rule instruction procedure was used to train four-year-olds on conservation of length and mass. One week after training the children were tested on both conservation of number, which is typically acquired before length and mass, and conservation of weight, which is typically acquired after length and mass, as well as on conservation of length and mass. Children who were given training conserved more on all four types of problems than children in the control group.     

Developmental auditory agnosia in retarded adolescents: A preliminary investigation

Four mentally retarded adolescents who showed little or no expressive or receptive language were given a series of tests to determine if they could respond to meaningful nonlinguistic sounds. The tests required the subjects to respond to sounds on the basis of meaning by classifying the sounds according to the objects which produced them, i.e., the sound sources. The results show that the subject could not classify the sounds on the basis of their source although they could discriminate between them. These results are in contrast to the near perfect classification by another retarded subject who lacked speech due to a motor disorder but, nevertheless, showed good understanding of language. The finding that some nonverbal children have difficulty in responding to the meaning of nonlinguistic sounds suggests the possibility that the failure of these children to develop language may have been due to an agnosia not unlike that found in adult stroke patients.     

Effects of schedule and magnitude of reinforcement under conditions of thirst motivation

In contrast to a recent finding (Macdonald, G. E., & De Toledo, L. Learning and Motivation, 1974, 5, 288–298.) the results of three experiments investigating various partial reinforcement (PRF) manipulations under conditions of thirst motivation demonstrated strong similarity to analogous manipulations involving food reward. Specifically, for animals receiving water reinforcement, PRF was shown to generate greater resistance to extinction than continuous reinforcement (Expt 1 & 3), the schedule of reinforcement was shown to interact with level of acquisition (Expt 1 and 2), and the magnitude of the partial reinforcement extinction effect was shown to be a function of reward magnitude (Expt 3). These results provide strong evidence that mechanisms which operate in partial reinforcement situations are highly similar, regardless of the type of appetitive reinforcement.