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An investigation of miscomprehension of print advertisement using the signal detection theory

The landmark studies on miscomprehension by Jacoby and Hoyer used inadequate operationalizations of the outcomes of the comprehension process. That is, comprehension was operationalized as the percentage of correct response, miscomprehension as the percentage of incorrect response, and noncomprehension as the percentage of "Don't Know" response. These operationalizations are inadequate because every response, whether it is correct or incorrect, contains response biases. / A signal detection method was introduced to separate a subject's true performance from response biases. Under this method, three outcomes of the comprehension process are defined. First, comprehension is operationalized as the area under the receiver operating characteristic curve and this index is independent of response biases. Second, pure miscomprehension occurs when a subject responds incorrectly but he is sure that he has responded correctly. The rating scale decision matrix will be utilized to measure the pure miscomprehension rate. Insufficient comprehension occurs when a subject does not have complete understanding for correct response nor complete misunderstanding for incorrect response. If a subject has insufficient comprehension, he responds based on his response tendency. / Using an experimental design, the signal detection method and Jacoby and Hoyer's method were compared. As expected, Jacoby and Hoyer's indices were dependent on response bias such as yea-saying and the signal detection method produced indices which were independent of response biases. This establishes that the signal detection method produces more accurate measures than the Jacoby and Hoyer method. / A new way was proposed to measure comprehension, pure miscomprehension, and insufficient comprehension using the rating scale task, which is one of three data collection methods in the signal detection approach. / Source: Dissertation Abstracts International, Volume: 51-12, Section: A, page: 4202. / Major Professor: J. Dennis White. / Thesis (Ph.D.)--The Florida State University, 1990.

Identiferoai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_78382
ContributorsPak, Sukgoo., Florida State University
Source SetsFlorida State University
LanguageEnglish
Detected LanguageEnglish
TypeText
Format118 p.
RightsOn campus use only.
RelationDissertation Abstracts International

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