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Levels of Processing: Effects of Pictures and Age on Word Retention

Levels of Processing: Effects of Pictures and Age on Word Retention. Names of presenters. Introduction. Craik & Tulving (1975 ): LOP effect Do pictures and age alter ability of memory? Imagery-Processing in Advertisements ( Unnava & Burnkrant , 1991)

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Levels of Processing: Effects of Pictures and Age on Word Retention

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  1. Levels of Processing:Effects of Pictures and Age on Word Retention Names of presenters

  2. Introduction • Craik & Tulving (1975): LOP effect • Do pictures and age alter ability of memory? • Imagery-Processing in Advertisements (Unnava & Burnkrant, 1991) • Integration of product with picture • LOP and age (Ramponi &Richardson-Klavehn, 2004) • Younger and Older adults

  3. Hypotheses • Null Hypothesis • Main effect of age: μ1=μ2= μ3 • Main effect of condition: μ1=μ2= μ3 • No interaction of condition x age • Alternative Hypotheses • Main effect of age: μ1≠ μ2 ≠ μ3 • As age increases, accuracy decreases • Main effect of condition: μ1≠ μ2 ≠ μ3 • Deeper processing=deeper retention • Interaction of condition x age • Deeper processing helps older adults more than younger adults

  4. Participants Materials • 60 participants • N = 20 age 18 • N = 20 age 40 • N = 20 age 65 • Age: between-subjects • Condition: within-subjects • Randomized selection and assignment • Consent form • Lab room • Computer • Software • Pictures of varying complexity • Measure: • Time viewing of pictures • Accuracy at test

  5. Levels of Processing • Independent Variables: • Age of adults • Levels: Young, Middle-aged, Older adults • Question type (condition) • Shallow, Medium, Deep Processing • Dependent Variables • Number of words correctly recalled • Trials • 15 Picture-Word Combinations for each condition • Counterbalance • Randomize LOP order

  6. Procedure • Program computer with software • Study Phase • Participants are shown a total of 45 pictures w/ words • Shallow processing • Medium amount of processing • Deep processing • Shown each picture for 5 seconds • Test Phase • Participants take a recall test • Write all remembered words

  7. Levels of Processing: Study Phase Low Medium Deep Apple Lemonade Toothpaste http://philspector.files.wordpress.com/2009/09/apple.jpg http://www.discountstationers.com/images/Can_CountryTimeLemonade.jpg http://mrmops.co.uk/aquafresh%20fresh%20n%20minty%2050ml.jpg

  8. Results • Main effect of age: • A significant difference in recall between age groups • Older < Middle-aged < Younger • Main effect of condition: • LOP effect • Shallow < Medium < Deep • Interaction of age x condition • No interaction found

  9. Results: Test Phase

  10. Results: Test Phase

  11. Discussion • Two-Phase experiment • Hypothesis • Younger > Middle-aged > Older • Deep > Medium > Low • Potential limitations • Equal control group? • Importance and future use • Useful for advertising • Useful to facilitate learning and improve memory

  12. References Craik, F. I. M. & Tulving, E. (1975). Depth of processing and the retention of words in episodic memory. Journal of Experimental Psychology: General, 104, 268-294. Ramponi, Cristina; Richardson-Klavehn, Alan; Gardiner, John M. (2004). Level of processing and age affect involuntary conceptual priming of weak but not strong associates. Journal of Experimental Psychology,51(3), 159-164. Unnava, H. Rao; Burnkrant, Robert E. (1991). An imagery-processing view of the role of pictures in print advertisements. Journal of Marketing Research, 28(2), 226-231.

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