How can they remember it? : the effect of presentation format and information density on mulitmedia message processing

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] This study explores how presentation format and information density affect resource allocation and memory. A psychological experiment was conducted in the PRIME lab where resource allocation and memory were measured using secondary task reaction times (STRTs) during message presentation and recognition accuracy, response latency, sensitivity, and criterion bias in a yes-no recognition test. The project used the Limited Capacity Model of Motivated Mediated Message Processing and Signal Detection Theory as its theoretical framework. It looked into STRTs, recognition accuracy, response latency, sensitivity, and criterion bias. Ten hypotheses was proposed to investigate how presentation format and information density would affect the resource allocation and information processing of multimedia messages. Significant effects of presentation format were found on recognition accuracy, response latency, sensitivity, and criterion bias data. The analysis also revealed significant effects of information density on recognition accuracy, sensitivity, and criterion bias. Results from this study may clarify understanding of how viewers process messages in different presentation formats and offer insights for future studies. Also, it may help media professionals choose the most appropriate presentation format to communicate the message most effective.