Levels of Processing Effects of Pictures and Age

Introduction �Craik & Tulving (1975): LOP effect �Do pictures and age alter ability of

Hypotheses �Null Hypothesis Main effect of age: μ 1=μ 2= μ 3 Main effect

Participants � 60 participants N = 20 age 18 N = 20 age 40

Levels of Processing �Independent Variables: Age of adults � Levels: Young, Middle-aged, Older adults

Procedure �Program computer with software �Study Phase Participants are shown a total of 45

Levels of Processing: Study Phase Low Apple Medium Deep Lemonade Toothpaste http: //philspector. files.

Results �Main effect of age: A significant difference in recall between age groups Older

Results: Test Phase 9 Number Recalled 8 7 Shallow Medium 6 Deep 5 4

Discussion �Two-Phase experiment �Hypothesis Younger > Middle-aged > Older Deep > Medium > Low

References �Craik, F. I. M. & Tulving, E. (1975). Depth of processing and the

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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) Integration of product with picture �LOP and age (Ramponi &Richardson-Klavehn, 2004) Younger and Older adults

Hypotheses �Null Hypothesis Main effect of age: μ 1=μ 2= μ 3 Main effect of condition: μ 1=μ 2= μ 3 No interaction of condition x age �Alternative Hypotheses Main effect of age: μ 1≠ μ 2 ≠ μ 3 � As age increases, accuracy decreases Main effect of condition: μ 1≠ μ 2 ≠ μ 3 � Deeper processing=deeper retention Interaction of condition x age � Deeper processing helps older adults more than younger adults

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

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

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

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

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

Results: Test Phase 9 Number Recalled 8 7 Shallow Medium 6 Deep 5 4 18 40 Age 64

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

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.