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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 14 with a higher score indicating a greater preference for visual learning. The two scales were slightly negatively correlated (r = -.10; p < .56), though not significantly, meaning they are independent measures. Perception scales: A principal component factor analysis using Varimax rotation resulted in four factors. The first factor, the interest scale (similar to Berlyne’s hedonic factor), contained interest, pleasingness and liking (Cronbach’s alpha = .68). The second factor, activity (similar to Berlyne’s arousal factor), was made up of the activity and emotionality items (r = .59; p < .001; Cronbach’s alpha = .74). The third factor, complexity (similar to Berlyne’s complexity factor), was made up of the complexity and organization items (r = .49 ; p < .002; Cronbach’s alpha = .65). The fourth factor, typicality, was made up of the surprising, informativeness and typicality items (Cronbach’s alpha = .72). Mediation Model (see Table 1a, b for regression results): To analyze the mediation model (H1-H4; see Figure 1), a series of regressions were run; in each analysis gender, age and parent’s income were entered first and, thus, statistically controlled (Baron & Kenny, 1986). First, H1 predicted that visualizing would be positively related to the amount of time spent viewing the photos (attention). To test this, the mean viewing time for all 36 photos was calculated for each person. On average, people viewed each of the pictures for 7.6 seconds. The regression results indicate that neither the visualizer scale nor the verbalizer scale was significantly related to viewing time (R 2 change = .045; p < .23). Thus, H1, and the first requirement for mediation, was not supported. H2 stated that the visualizing cognitive style would predict recall for the photos. Participants on average recalled just over 20 of the 36 images. Only visualizing significantly predicted recall (R 2 change = .15; p = .034). A person’s visualizer level was positively related

Authors: Mendelson, Andrew.
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Processing of news photos
14
with a higher score indicating a greater preference for visual learning. The two scales were
slightly negatively correlated (r = -.10; p < .56), though not significantly, meaning they are
independent measures.
Perception scales: A principal component factor analysis using Varimax rotation resulted
in four factors. The first factor, the interest scale (similar to Berlyne’s hedonic factor), contained
interest, pleasingness and liking (Cronbach’s alpha = .68). The second factor, activity (similar
to Berlyne’s arousal factor), was made up of the activity and emotionality items (r = .59; p <
.001; Cronbach’s alpha = .74). The third factor, complexity (similar to Berlyne’s complexity
factor), was made up of the complexity and organization items (r = .49 ; p < .002; Cronbach’s
alpha = .65). The fourth factor, typicality, was made up of the surprising, informativeness and
typicality items (Cronbach’s alpha = .72).
Mediation Model (see Table 1a, b for regression results): To analyze the mediation
model (H1-H4; see Figure 1), a series of regressions were run; in each analysis gender, age and
parent’s income were entered first and, thus, statistically controlled (Baron & Kenny, 1986).
First, H1 predicted that visualizing would be positively related to the amount of time spent
viewing the photos (attention). To test this, the mean viewing time for all 36 photos was
calculated for each person. On average, people viewed each of the pictures for 7.6 seconds. The
regression results indicate that neither the visualizer scale nor the verbalizer scale was
significantly related to viewing time (R
2
change = .045; p < .23). Thus, H1, and the first
requirement for mediation, was not supported.
H2 stated that the visualizing cognitive style would predict recall for the photos.
Participants on average recalled just over 20 of the 36 images. Only visualizing significantly
predicted recall (R
2
change = .15; p = .034). A person’s visualizer level was positively related


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