Evaluation of persons of varying ages

Dual coding theory (Paivio, 1986) suggests that communicating a stimulus person's age verbally/abstractly through words and numbers arouses little feeling and has little effect on the way others evaluate her or him, whereas communicating age nonverbally/concretely through facial photographs arouses more feeling and has a greater impact on evaluation. Two experiments reported in this article, involving U.S. students and incorporating techniques developed in prior research by Levin (1988) strongly support these theoretical expectations.