The effects of speaker's gaze and visibility on listeners' recall of verbal information
Date
1985
Authors
McCallum, Gregory Edward
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Abstract
The primary purpose of the study was to examine the effects of a speaker's level of gaze on listeners' recall of verbal information. This study also involved the comparison of communication efficiency across two kinds of media. Other studies report a significant relationship between higher levels of counsellors' gaze and clients' favourable impressions. On the other hand, the relationship between counsellors' level of gaze and clients' recall of verbal information has largely been ignored.
Fifty-four female undergraduate psychology students at the University of Victoria were randomly assigned to one of three treatment presentation conditions: (a) a high-gazing (HG) visible speaker on TV; (b) a low-gazing (LG) visible speaker on TV; and (c) a non-visible speaker on audiotape (A). Following the treatment, subjects completed a written Recall of Information Questionnaire (RIQ) assessing their recall of specific facts pertaining to the presentation. Data were analysed using one-way analyses of variance and the Scheffe multiple comparison of means procedure. Recall of information for the presentations resembled a classic serial position effect. Earlier material was recalled significantly better by the low gaze (LG) group than the audio (A) group but not the high gaze (HG) group. Later material was recalled significantly better by the audio (A) group than the high gaze (HG) group but not the low gaze (LG) group. Though nonsignificant, low gaze (LG) subjects tended to recall consistently more of the important information than did their high gaze (HG) counterparts. The results of this study indicate that speaker visibility, but not gaze, has a significant impact on the amount of verbal information recalled by listeners. This finding is consistent with previous studies examining the effects of various media on communication efficiency. The implications of the findings in brief information oriented conversations are discussed. Suggestions for future research and limitations of the present study are also discussed.