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.     

Phonological processing during silent reading in aphasic patients

In a task involving the detection of a predesignated letter during the silent reading of a series of passages, left-brain-damaged aphasic patients and right-brain-damaged patients showed patterns of performance consistent with those of normal individuals. Both of the brain-damaged groups were more likely to detect letters when they were pronounced in a typical way (e.g., g in "ago") than in an atypical way (e.g., g in "through"), suggesting the use of phonological recoding during silent reading. In addition, both of these groups were more likely to detect letters when they occurred in content than in function words, suggesting a differential processing of these word types. Possible differences in the strategies predominantly relied on for phonological recoding and for the differential processing of content and function words by different groups of patients are discussed.     

Ethical intuitionism and the linguistic analogy

It is a central tenet of ethical intuitionism as defended by W. D. Ross and others that moral theory should re?ect the convictions of mature moral agents. Hence, intuitionism is plausible to the extent that it corresponds to our well-considered moral judgments. After arguing for this claim, I discuss whether intuitionists o?er an empirically adequate account of our moral obligations. I do this by applying recent empirical research by John Mikhail that is based on the idea of a universal moral grammar to a number of claims implicit in W. D. Ross’s normative theory. I argue that the results at least partly vindicate intuitionism.     

Challenges to Audi's Ethical Intuitionism

Robert Audi's ethical intuitionism (Audi, 1997, 1998) deals effectively with standard epistemological problems facing the intuitionist. This is primarily because the notion of self-evidence employed by Audi commits to very little. Importantly, according to Audi we might understand a self-evident moral proposition and yet not believe it, and we might accept a self-evident proposition because it is self-evident, and yet fail to see that it is self-evident. I argue that these and similar features give rise to certain challenges to Audi's intuitionism. It becomes harder to argue that there are any self-evident propositions at all, or more than just a few such propositions. It is questionable whether all moral propositions that we take an interest in are evidentially connected to self-evident propositions. It is difficult to understand what could guide the sort conceptual revision that is likely to take place in our moral theorising. It is hard to account for the epistemic value of the sort of systematicity usually praised in moral theorising. Finally, it is difficult to see what difference the truth of Audi's ethical intuitionism would make to the way in which we (fail to) handle moral disagreement.     

Moderate Intuitionism and the Epistemology of Moral Judgment

This paper outlines and defends a moderate intuitionism. The point of departure is the intuitionism of W. D. Ross (1930) in The Right and the Good, conceived as ethically pluralist and epistemologically rationalist. The paper articulates a conception of self-evidence – including mediate as well as immediate kinds – appropriate to a moderate intuitionism, explores some of the resources and varieties of that position, and considers some problems and prospects for a rationalist version of intuitionism. The final section addresses the issue of how best to conceive the nature and grounds of prima facie duty, the problem of whether intuitionism can adequately deal with conflicts of prima facie duties, and the question of how satisfactorily a moderate intuitionism can account for the epistemic status of moral judgments of overall duty and their connection with rational action.     

On the Fulfillment of Moral Obligation

This paper considers three general views about the nature of moral obligation and three particular answers (with which these views are typically associated) concerning the following question: if on Monday you lend me a book that I promise to return to you by Friday, what precisely is my obligation to you and what constitutes its fulfillment? The example is borrowed from W.D. Ross, who in The Right and the Good proposed what he called the Objective View of obligation, from which he inferred what is here called the First Answer to the question. In Foundations of Ethics Ross repudiated the Objective View in favor of the Subjective View, from which he inferred a Second Answer. In this paper each of the Objective and Subjective Views and the First and Second Answers are rejected in favor of the Prospective View and a Third Answer. The implications of the Prospective View for another question closely related to the original question are then investigated: what precisely is your right regarding my returning the book and what constitutes its satisfaction?     

The effects of increasing familiarity on infants' reactions to adult strangers

The influence of the presence and novelty of an adult stranger on the reactions of 12-mo-old infants was investigated. Subjects were placed near their mothers in a room containing a new toy and either the same, a different, or no adult stranger for 8 4-min trials. Results indicated that the Same-Adult Group spent more time near the adult, less time near and touching their mothers, and more time near and touching the toys than the Different-Adult Group. These trends emerged as the trials progressed, and evidenced the Same-Adult Group's growing familiarity with the adult. The No-Adult Group spent less time near or touching their mothers and more time near or touching the toys than the Different-Adult Group, but did not differ from the Same-Adult Group on these responses. The findings suggest that fearful or cautious reactions to adult strangers disappear rapidly as the adult becomes familiar and point to the value of studying the process whereby the infant becomes familiar with new people.     

When what is said is important: A comparison of expert and attractive sources

Ninety-eight female subjects were presented with a statement made by an attractive or an expert source suggesting that people should sleep less than the usual eight hours. For approximately half of the subjects the source gave a simple statement of opinion, for the other half six separate supporting arguments were also presented. As predicted the manipulation of number of arguments provided had more influence on the effectiveness of the expert than the attractive source. Results were interpreted as supporting the hypothesis that quite different dynamics underly the persuasive power of attractive and expert individuals.     

Saccade latency in children and adults: Effects of warning interval and target eccentricity

Saccadic response latency to the onset of an eccentric target was studied in children (mean age = 8.7) and adults. The independent variables investigated were fixation-light offset to target-light onset warning interval (0, 100, 300, and 600 msec) and target eccentricity (5° or 15°). Both children and adults showed shorter saccade latencies under warning-interval conditions. Children were found to have longer latencies than adults with 0 or 100 msec warning intervals but to respond with as short or shorter latencies with 300 or 600 msec warning intervals. Target eccentricity effects did not interact with age, and occurred only with a lower target intensity. Children defined as poor readers could initiate a response as quickly as good readers but were less able to maintain fixation-light fixation prior to target onset.