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For whom is a picture worth a thousand words? How does the visualizing cognitive style affect processing of news photos?
Unformatted Document Text:  Processing of news photos 10 type of art as more pleasant or warm, while the non-artistic group rated the popular art as more pleasant and warm but did not differentiate between the two types of art in terms of complexity. Building on these studies, in order to understand how photographs are processed by people differing in visualizing and verbalizing, I plan to explore if the cognitive styles predict different perceptions of complexity, activity (arousal), interest (hedonic value) and typicality, as an independent process from the attention and memory processes. Hypotheses As stated at the beginning of the paper, this study has three purposes: 1) to examine the role of attention as a mediator of the effects of cognitive styles on memory for news photographs; 2) to examine how visualizers and verbalizers perceive images; and 3) to isolate whether visualizing plays a role in processing news photographs when seen apart from a newspaper page. Drawing on the work of Baron and Kenny (1986), mediation occurs if the cognitive styles work through attention to predict memory (see Figure 1 for the mediation model). This can be demonstrated in a series of regression equations. First, an independent variable (visualizing cognitive style) must predict the mediating variable (attention). Second, the independent variable (visualizing cognitive style) must predict the dependent variable (memory). Third, the mediating variable must predict the dependent variable. Last, the effect of the independent variable is reduced or eliminated when controlling for the mediating variable. This leads to the following hypotheses: H1: A participant’s visualizing score will be positively related to the length of time the news photographs are viewed. H2: A participant’s visualizing score will be positively related to the number of news photographs recalled.

Authors: Mendelson, Andrew.
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background image
Processing of news photos
10
type of art as more pleasant or warm, while the non-artistic group rated the popular art as more
pleasant and warm but did not differentiate between the two types of art in terms of complexity.
Building on these studies, in order to understand how photographs are processed by
people differing in visualizing and verbalizing, I plan to explore if the cognitive styles predict
different perceptions of complexity, activity (arousal), interest (hedonic value) and typicality, as
an independent process from the attention and memory processes.
Hypotheses
As stated at the beginning of the paper, this study has three purposes: 1) to examine the
role of attention as a mediator of the effects of cognitive styles on memory for news
photographs; 2) to examine how visualizers and verbalizers perceive images; and 3) to isolate
whether visualizing plays a role in processing news photographs when seen apart from a
newspaper page.
Drawing on the work of Baron and Kenny (1986), mediation occurs if the cognitive
styles work through attention to predict memory (see Figure 1 for the mediation model). This
can be demonstrated in a series of regression equations. First, an independent variable
(visualizing cognitive style) must predict the mediating variable (attention). Second, the
independent variable (visualizing cognitive style) must predict the dependent variable (memory).
Third, the mediating variable must predict the dependent variable. Last, the effect of the
independent variable is reduced or eliminated when controlling for the mediating variable. This
leads to the following hypotheses:
H1: A participant’s visualizing score will be positively related to the length of time
the news photographs are viewed.
H2: A participant’s visualizing score will be positively related to the number of news
photographs recalled.


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