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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 29 Table 2: Hierarchical regression results for perception scales DVs> Interest scale Activity scale IV sets β Step R 2 β Step R 2 Step 1: Income .016 .034 .250 .091 Age .175 -.086 Gender -.118 -.119 Step 2: Visualizers scale .227 .192* .130 .021 Verbalizer scale .244 -.016 Step 3: Interaction between visualizer & verbalizer -.757 .003 -.192 .001 2 Total R 2 0.229 0.113 1 Beta’s are from the final model 2 Column may not add to total due to rounding *alpha < .05 DVs> Complexity scale Typicality scale IV sets β Step R 2 β Step R 2 Step 1: Income -.040 .003 -.026 .003 Age .152 -.075 Gender -.044 -.038 Step 2: Visualizers scale .529 .407* 1.413 .073 Verbalizer scale .171 1.243 Step 3: Interaction between visualizer & verbalizer -1.093 .007 -2.070 .026 2 Total R 2 0.418 0.102 1 Beta’s are from the final model 2 Column may not add to total due to rounding *alpha < .05

Authors: Mendelson, Andrew.
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background image
Processing of news photos
29
Table 2: Hierarchical regression results for perception scales
DVs> Interest
scale
Activity
scale
IV sets
β
Step
R
2
β
Step
R
2
Step 1: Income .016
.034
.250
.091
Age .175
-.086
Gender
-.118
-.119
Step 2: Visualizers scale
.227 .192*
.130
.021
Verbalizer scale
.244
-.016
Step 3: Interaction between
visualizer &
verbalizer
-.757
.003 -.192
.001
2
Total R
2
0.229
0.113
1
Beta’s are from the final model
2
Column may not add to total due to rounding
*alpha < .05
DVs> Complexity
scale
Typicality
scale
IV sets
β
Step
R
2
β
Step
R
2
Step 1: Income -.040
.003 -.026
.003
Age .152
-.075
Gender
-.044
-.038
Step 2: Visualizers scale
.529 .407* 1.413
.073
Verbalizer scale
.171
1.243
Step 3: Interaction between
visualizer &
verbalizer
-1.093
.007 -2.070
.026
2
Total R
2
0.418
0.102
1
Beta’s are from the final model
2
Column may not add to total due to rounding
*alpha < .05


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