Abstract
The experiment examined: (1) the effects of different types of processing of the alcohol beverage warning label on memory for the label content, (2) potential measures of memory for the alcohol warning label, and (3) whether cues to the alcohol warning label increase memory for the content of the label. We hypothesized that the warning label may be processed in three ways: (1) persons may read the label, (2) persons may read the label and describe its content to others, and (3) persons may see the label but not cognitively process the label. Processing effects were operationalized as three orienting tasks to the label (read, paraphrase, and count) which were compared to a control condition (no experimental exposure to the warning label). Four tests (free recall, recognition, word-stem completion, and controlled association) were compared. In one additional condition, subjects were cued to the warning label without prior experimental exposure. The free recall test was the most sensitive measure to different levels of processing. Average memory scores for the paraphrase and read conditions were higher than the count and control conditions. Average memory performance in the cued condition was superior to the control condition, suggesting that subjects remember the content of the warning from exposure to the label outside this experiment.
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