COMBINING VISUAL AND VERBAL INFORMATION IN AN IMPRESSION-FORMATION TASK.
LAMPEL, ANITA K.; ANDERSON, NORMAN H.
[Article] Journal of Personality & Social Psychology. 9(1):1-6, May 1968.

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40 FEMALE STUDENTS RATED MALES USING A PHOTOGRAPH AND 2 PERSONALITY-TRAIT ADJECTIVES IN TERMS OF DESIRABILITY AS A DATE, TO TEST INTEGRATION OF THESE 3 PIECES OF INFORMATION TO FORM THE OVERALL IMPRESSION. RESULTS SUPPORTED THE HYPOTHESIS THAT THE 2 ADJECTIVES WERE SIMPLY AVERAGED TOGETHER, BUT THERE WAS A STRONG INTERACTION BETWEEN ADJECTIVES AND PHOTOGRAPH. THE ADJECTIVES HAD LESS EFFECT IN THE CONTEXT OF LESS DESIRABLE PHOTOGRAPHS, WHICH WORKED AS A DISCOUNTING EFFECT. IT WAS NOTED THAT THE AVERAGING MODEL WOULD BE CONSISTENT WITH THE INTERACTION IF DISCOUNTING PRODUCED LOWER VALUES OF THE WEIGHT PARAMETERS OF THE ADJECTIVES. THE AVERAGING FORMULATION WAS ALSO CONSISTENT WITH THE COMPARISONS BETWEEN RATINGS OF PHOTOGRAPHS ALONE AND PHOTOGRAPHS PLUS ADJECTIVES. (PsycINFO Database Record (c) 2006 APA, all rights reserved)

(C) 1968 by the American Psychological Association