Presentation format effects in a levels-of-processing task

Three experiments were conducted to examine better performance in long-term memory when stimulus items are pictures or spoken words compared to printed words. Hypotheses regarding the allocation of attention to printed words, the semantic link between pictures and processing, and a rich long-term representation for pictures were tested. Using levels-of-processing tasks eliminated format effects when no memory test was expected and processing was deep (El), and when study and test formats did not match (E3). Pictures produced superior performance when a memory test was expected (El & 2) and when study and test formats were the same (E3). Results of all experiments support the attenuation of attention model and that picture superiority is due to a more direct access to semantic processing and a richer visual code. General principles to guide the processing of stimulus information are discussed.