Table 3.
Incidences of different categories of repeated errors in the recall of magazine advertisements, with a statistical assessment of each category
| Cue attribute | Response attribute(s) | Total trials | Number observed | 95% confidence interval | Proportion | Chance expectation | Chi-square | Significance |
|---|---|---|---|---|---|---|---|---|
| Lag 0 answer fragments | ||||||||
| B | PS | 90 | 44 | 0.489 | 0.000 | 0.000† | 0.000 | |
| P | BS | 89 | 37 | 0.416 | 0.000 | 0.000† | 0.000 | |
| S | BP | 107 | 56 | 0.523 | 0.000 | 0.000† | 0.000 | |
| Lag > 0 answer fragments | ||||||||
| B | PS | 581 | 172 | 2.444, 13.379 | 0.296 | 7.9118 | 3459.72 | 0.000 |
| P | BS | 531 | 146 | 2.132, 12.721 | 0.275 | 7.4265 | 2631.3 | 0.000 |
| S | BP | 609 | 177 | 2.923, 14.334 | 0.291 | 8.6286 | 3345.53 | 0.000 |
| Cued pairs | ||||||||
| B | P | 304 | 73 | 29.184, 52.087 | 0.240 | 40.6352 | 30.6844 | 0.000 |
| B | S | 322 | 37 | 30.588, 53.981 | 0.115 | 42.2842 | 0.7841 | 0.376 |
| P | B | 294 | 65 | 28.448, 51.091 | 0.221 | 39.7694 | 19.0774 | 0.000 |
| P | S | 273 | 80 | 25.114, 46.665 | 0.293 | 35.8895 | 64.3765 | 0.000 |
| S | B | 339 | 44 | 33.598, 57.889 | 0.130 | 45.7437 | 0.0792 | 0.778 |
| S | P | 345 | 105 | 33.998, 58.393 | 0.304 | 46.1954 | 89.2889 | 0.000 |
| Yoked pairs | ||||||||
| B | PS | 639 | 116 | 44.679, 72.857 | 0.182 | 58.7678 | 63.3878 | 0.000 |
| P | BS | 503 | 62 | 38.112, 64.326 | 0.123 | 51.2192 | 2.5988 | 0.107 |
| S | BP | 657 | 132 | 52.759, 82.807 | 0.201 | 67.7829 | 70.1813 | 0.000 |
| Yoked guesses | ||||||||
| B | PS | 639 | 63 | 32.142, 57.346 | 0.099 | 44.7439 | 0.005 | 0.005 |
| P | BS | 568 | 42 | 31.194, 56.019 | 0.074 | 43.6063 | 0.800 | 0.800 |
| S | BP | 649 | 54 | 30.731, 55.521 | 0.083 | 43.126 | 0.086 | 0.086 |
†Normal deviate from binomial test with probability 1/99