Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This experiment uses the limited capacity model of mediated message processing to examine the effects of sudden audio disappearance and audio complexity on viewers’ attention and message recognition. 59 participants viewed 20 commercials, 10 low and 10 high in audio complexity. Half commercials in each audio complexity category had an audio fragment cut out from them. The participants’ heart rate (HR) was used as a physiological index of mental effort and attention. Their overall attention was also assessed using a self-report measure. Results showed that compared to HR during messages with continuous audio, sudden audio disappearance elicited greater orienting responses resulting in greater HR deceleration. However, the participants did not report paying greater attention to the messages with sudden audio disappearance. Results showed that the participants paid more attention to the messages low in audio complexity than to the messages high in audio complexity. Self-reported data did not reveal significant difference in attention paid to the two audio complexity categories. The participants reported paying more attention to sudden audio disappearance in the messages low in audio complexity than in the messages high in audio complexity. Recognition memory decreased after sudden audio disappearance and did not recover later. However, recognition memory increased steadily for the messages with continuous audio indicating negative impact of sudden audio disappearance on the message encoding. Unlike what was predicted, the participants’ recognition memory was better for the messages that were low in audio complexity than for the messages that were high in audio complexity.

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study investigates how audio-video redundancy and emotional valence (positive/negative) affects the allocation of cognitive resources to encoding a story into working memory.

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The purpose of this study was to examine observers’ perception of credibility toward foreign language speakers under various audio and visual translation modes. American observers were asked to view a series of video clips of speakers telling a story from their own life in Korean and English, and then rate the truthfulness of speakers. The Korean version of a story was translated into English by voice-over and subtitles. Observers were randomly assigned into three conditions: 1) English voice-over of Korean-speaking, 2) English subtitles over Korean-speaking and 3) English-speaking only. The results showed that observers tended to be sensitive to different audiovisual modes for credibility judgment; that is, Korean speakers in English subtitles and voice-over condition were judged as more truthful than English-speaking condition. The issue of media modality and credibility related to translation modes was discussed.

Publication Type: Extended Abstract
Abstract: Please Note: I'm having losing the superscript font when I upload. I2 should be "I-squared" as in "Information Introduced." Thanks.

Please see uploaded extended abstract

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Political advertisements are composed of multiple elements that help convey candidates’ persuasive arguments aimed at target audiences, including a visual channel and an audio channel. The purpose of this manuscript was to examine the effects of visual and audio modalities on viewers’ attention and retention of information contained in political advertising. Results of a 2 (positive video/negative audio vs. negative video/positive audio) X 2 (video-only or audio-only) X 6 (number of each message type/cue sequence exposure during attention) X 4 (4 exposure sequences) indicated that participants had higher rates of attention for visual information than for audio information. While there was no difference in the amount of visual versus audio information participants retained from the ad stimuli, they did recall more negative information than positive information from the political advertising.