In short
The Picture Superiority Effect (Paivio, 1973) is a dual coding theory that demonstrates how people have better memory of pictures over words or verbal information. It's proposed that this is due to how our brains store and process visual information as opposed to verbal cues. When we encounter a word, it is encoded verbally, so there is only a single path for retrieval. Whereas, a picture is encoded through both visual and verbal pathways, so the memory trace is stronger.
The procedure
Generally, participants are presented with a selection of words and images in a random order. There is sometimes a delay interval to test retention between presentation of stimuli and the memory test. This memory test could consist of recognition tasks, cued recall or free recall. Then, the number of items correctly recalled is recorded, as well as the number of errors.
In Gorilla, either words or images appear on the screen in turn. Participants are asked to remember as many as they can. Then, a free recall screen is presented where participants type the stimuli they remember from the presentation phase.
The theory
There are a number of theories relating to the picture superiority effect. Dual coding, as mentioned previously, states that when pictures are presented, the memory is encoded both visually and verbally. Further, elaborative encoding is a system whereby memories of images are retained better because of the detailed contextual and visual analysis that occurs.
Practical applications
One interesting application of this effect is in marketing. Advertisements consist of strong visual elements so consumers are more likely to remember them. Logos and mascots are great examples of this in product branding. This is also relevant in social media campaigns and product packaging, too.
Another important application is in education. For example, textbooks are designed to provide visual representations of the content as a learning aid. Furthermore, in presentations, educators use diagrams and illustrations alongside text so that complex concepts are easier to retain.
Can I study the Picture Superiority effect in online research?
Yes, absolutely! In fact, other researchers have used a Picture Superiorty effect task to study superior recognition memory of pictures over environmental sounds (Ahmad, et al., 2023).
How does it work in Gorilla?
You can try out and clone our Picture Superiority effect task. You can also tweak this sample to use your own stimuli.
Have a look: Try a Picture Superiority Effect task in Gorilla
Are there any papers Gorilla users have written about the Picture Superiority effect?
Yes, there are!
Have a look at the following article:
References
Ahmad, F. N., Tremblay, S., Karkuszewski, M. D., Alvi, M., & Hockley, W. E. (2024). A conceptual–perceptual distinctiveness processing account of the superior recognition memory of pictures over environmental sounds. Quarterly Journal of Experimental Psychology, 77(7), 1555-1580. https://doi.org/10.1177/17470218231202986
Childers, T. L., & Houston, M. J. (1984). Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11(2), 643-654. https://doi.org/10.1086/209001
Hamilton, M., & Geraci, L. (2006). The picture superiority effect in conceptual implicit memory: A conceptual distinctiveness hypothesis. The American Journal of Psychology, 119(1), 1-20. https://doi.org/10.2307/20445315
Houston, M. J., Childers, T. L., & Heckler, S. E. (1987). Picture-word consistency and the elaborative processing of advertisements. Journal of Marketing Research, 24(4), 359-369. https://doi.org/10.1177/002224378702400403
Mintzer, M. Z., & Snodgrass, J. G. (1999). The picture superiority effect: Support for the distinctiveness model. The American Journal of Psychology, 112(1), 113. https://doi.org/10.2307/1423627
Paivio, A., & Csapo, K. (1973). Picture superiority in free recall: Imagery or dual coding?. Cognitive Psychology, 5(2), 176-206. https://doi.org/10.1016/0010-0285(73)90032-7
This page was written in collaboration with Lizzie Drury
