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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 11 H3: The longer a participant views the photographs the better his/her recall memory will be. H4: The relationship between visualizing and recall will be mediated by attention, such that there will be a nonsignificant relationship between visualizing and recall when controlling for attention. Because of the nature of the task, viewing and recalling news photographs, it is predicted that a person’s verbalizing level will not be a factor. By finding significant effects for the visualizing cognitive style on memory (and attention), we will be able to know that, while a person’s verbalizing level predicted learning from newspaper content (Mendelson & Thorson, 1997), a person’s visualizing level predicts learning from a completely visual task, such as processing news photographs. Certainly this is not a natural viewing situation, but the goal is to attempt to isolate the process involved in processing pictures. Finally, to understand how visualizing and verbalizing cognitive styles affect picture perception, participants will evaluate the viewed news photographs. Because there really is limited literature on how people differing in these styles “see” photographs, a series of research questions are proposed. It is likely that high visualizers, due to their preference for visual information, will rate the images as more interesting, more active, more complex and more typical. RQ1a-d: What will be the effect of visualizing and verbalizing levels on the four perceptual scales: interest, activity, complexity, and typicality? Method A study was conducted to examine the effects of the visualizer and verbalizer cognitive styles on attention, recall memory, and perceptual ratings.

Authors: Mendelson, Andrew.
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background image
Processing of news photos
11
H3: The longer a participant views the photographs the better his/her recall
memory will be.
H4: The relationship between visualizing and recall will be mediated by attention,
such that there will be a nonsignificant relationship between visualizing and
recall when controlling for attention.

Because of the nature of the task, viewing and recalling news photographs, it is predicted
that a person’s verbalizing level will not be a factor. By finding significant effects for the
visualizing cognitive style on memory (and attention), we will be able to know that, while a
person’s verbalizing level predicted learning from newspaper content (Mendelson & Thorson,
1997), a person’s visualizing level predicts learning from a completely visual task, such as
processing news photographs. Certainly this is not a natural viewing situation, but the goal is to
attempt to isolate the process involved in processing pictures.
Finally, to understand how visualizing and verbalizing cognitive styles affect picture
perception, participants will evaluate the viewed news photographs. Because there really is
limited literature on how people differing in these styles “see” photographs, a series of research
questions are proposed. It is likely that high visualizers, due to their preference for visual
information, will rate the images as more interesting, more active, more complex and more
typical.
RQ1a-d: What will be the effect of visualizing and verbalizing levels on the four
perceptual scales: interest, activity, complexity, and typicality?
Method
A study was conducted to examine the effects of the visualizer and verbalizer cognitive
styles on attention, recall memory, and perceptual ratings.


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