Learning and Individual Differences 20 (2010) 197–202 Contents lists available at ScienceDirect Learning and Individual Differences j o u r n a l h o m e p a g e : w w w. e l s ev i e r. c o m / l o c a t e / l i n d i f Cognitive styles and instructional design in university learning Patrick R. Thomas a,⁎, Jacinta B. McKay b a b School of Education and Professional Studies, Griffith University, Brisbane, Australia School of Psychology, Griffith University, Brisbane, Australia a r t i c l e i n f o Article history: Received 8 August 2008 Received in revised form 18 December 2009 Accepted 7 January 2010 Keywords: Cognitive style Verbalizer Visualizer Presentation format Matching a b s t r a c t Changes in conceptualization and measurement of the verbalizer–visualizer dimension led us to re-examine the hypothesis that students learn best when instructional material matches their cognitive style. First-year psychology university students (n = 41) studied information on three personality theories presented in text only, text+picture, or text+schematic diagram format, demonstrated recall and comprehension of each theory, and completed an adapted cognitive styles questionnaire. Spatial and object visual scale scores were not correlated, but the latter showed a significant though relatively weak negative correlation with verbal scale scores. Recall could be predicted from students' verbal and object visual scores when presentation format matched these cognitive styles. All three styles significantly predicted students' comprehension, but only when they matched the presentation format. The results support the distinction between spatial and object visual styles, and provide evidence that learning outcomes improve when instructional material is matched to students' cognitive styles. © 2010 Elsevier Inc. All rights reserved. Paivio's (1971) dual-code theory underpins substantial research on verbalizer–visualizer cognitive styles. Verbalizers tend to use verbal-logical strategies whereas visualizers show a preference for using imagery to process information (Kozhevnikov, Hegarty, & Mayer, 2002; Mayer & Massa, 2003; Plass, Chun, Mayer, & Leutner, 1998; Sadler-Smith & Riding, 1999). These styles are often measured using self-report instruments such as Richardson's (1977) Verbalizer– Visualizer Questionnaire (VVQ), whereas computer-presented tests such as Riding's (1991) Cognitive Styles Analysis (CSA) provide behavioral measures. There is mixed evidence regarding the validity and reliability of the VVQ (Antonietti & Giorgetti, 1998; Boswell & Pickett, 1991; Mayer & Massa, 2003) and the CSA (Massa & Mayer, 2005; Parkinson, Mullally, & Redmond, 2004; Peterson, Deary, & Austin, 2003), but both approaches are used to measure individual differences and their effects on learning outcomes. 1. Matching Researchers have long been interested in whether matching instructional mode to the individual's cognitive style improves learning outcomes. Einstein initially failed the entrance examination to the Swiss Polytechnic Institute, but subsequently achieved the ⁎ Corresponding author. School of Education and Professional Studies, Mt Gravatt Campus, Griffith University, Mt Gravatt, Queensland 4122, Australia. Tel.: + 61 7 3735 5634; fax: + 61 7 3735 5991. E-mail address: p.thomas@griffith.edu.au (P.R. Thomas). 1041-6080/$ – see front matter © 2010 Elsevier Inc. All rights reserved. doi:10.1016/j.lindif.2010.01.002 highest grade average in his class after switching to a preparatory school that emphasized visual thinking (Miller, 1996). In some studies using the CSA, imagers preferred and learned best from pictorial information, whereas verbalizers preferred and learned best from verbal information (Riding & Ashmore, 1980; Riding, Buckle, Thompson, & Hagger, 1990; Riding & Douglas, 1993; Riding & Watts, 1997). Plass et al. (1998) recorded students' preferences for verbal or visual annotations in a second-language multimedia learning task and reported better comprehension test performances after students used their preferred mode. Other studies found no differences in learning between verbalizers and visualizers, and failed to replicate significant interactions between verbalizer–visualizer styles and presentation mode (Massa & Mayer, 2006; Sadler-Smith & Riding, 1999). Some researchers have argued that mismatching could be more beneficial to the learning process than matching (Ford & Chen, 2001). Learning situations that are unsuited to students' cognitive style strengths may have long term benefits in developing areas of weakness and promoting versatility (Hayes & Allinson, 1996). Others, however, are sceptical that such versatility can be developed in stylistically specialized individuals, and caution that it may be psychologically damaging if the specialization serves to protect the individual from anxiety (Miller, 1991). Research has prompted a reconceptualization of verbalizer–visualizer styles and their measurement. Rather than regarding these styles as unidimensional or mutually exclusive categories, they may be considered independent factors, with individuals having different predispositions for both verbalizing and visualizing. All individuals possess some degree of each cognitive style (Sternberg & Grigorenko, 198 P.R. Thomas, J.B. McKay / Learning and Individual Differences 20 (2010) 197–202 1997). Rather than using dichotomous true/false questions to categorize participants, researchers use rating scales to obtain both verbalizer and visualizer measures for each individual. Using an adapted VVQ, Mendelson and Thorson (2004) investigated how these cognitive styles influenced responses to photos and text in a newspaper story. They reported a significant positive correlation between the verbalizer and visualizer scales, but their sample size was small. Individuals high in verbalizing recalled more about newspaper stories than those with low verbalizer scores. However, individuals high in verbalizing performed relatively poorly when presented with a text+photo condition, providing evidence of a distraction process. Visually oriented individuals were expected to show increases in comprehension and interest in a newspaper story presented with a congruent photo, but no significant effects were found for the visualizing style. 2. Spatial and object imagery Kozhevnikov et al. (2002) examined why some research failed to find evidence linking the visualizer style to performance on imagery tasks or spatial ability tests. They argued that the tendency to equate the visualizer style to vivid imagery and imagery abilities without acknowledging spatial skills or preferences may explain nonsignificant effects. Kozhevnikov et al. (2002) provided convincing evidence for two types of visualizers who “process visual–spatial information, generate mental images, and solve visually presented problems in different ways” (p. 48). This revised conceptualization of visualizer style recognizes that imagery consists of two independent components, spatial and object/ pictorial. Some individuals use spatial imagery to “create images that represent spatial relations between objects that facilitate the imagination of spatial transformations such as mental rotation” (Kozhevnikov et al., 2002, p. 48). Others use object imagery to “construct vivid, concrete, and detailed images of individual objects in a situation” (Kozhevnikov et al., 2002, p. 48). The spatial–object distinction is supported by cognitive psychology and neuroscience research (Kozhevnikov et al., 2002). Neurophysiological research has identified functionally and anatomically separate systems for the two modes of processing (Haxby et al., 1991; Kosslyn, Ganis, & Thompson, 2001; Kozhevnikov, Kosslyn, & Shephard, 2005; Kozhevnikov et al., 2002). Object imagery is linked to the temporal lobe and the ventral system, which is activated when participants imagine faces and colours (Uhl, Goldenberg, Lang, & Lindinger, 1990). Spatial imagery is linked to the parietal lobe and dorsal system, which is activated when participants engage in a spatial task such as visualizing a route map (Kozhevnikov et al., 2005). Furthermore, lesions in the temporal lobe are associated with disrupted performance on object imagery tasks but not spatial tasks, whereas the opposite effects are found with lesions in the parietal lobe (Kozhevnikov et al., 2005). The purpose of this study was to further investigate the matching hypothesis given recent conceptual changes to verbalizer–visualizer styles. Specifically it was anticipated that individual differences in cognitive style would moderate relationships between the method of presentation and students' recall and comprehension of information. 3. Method 3.1. Participants The 41 first-year psychology university students recruited from the university subject pool received one credit point for 1 hr of voluntary research participation. There were 33 females aged 17 to 42 years (M = 20.88, SD = 4.05), and 8 males aged 18 to 28 years (M = 21.13, SD = 4.67). University ethics committee approval was obtained and participants signed informed consent before they were tested. 3.2. Materials 3.2.1. Instructional materials The instructional materials were topics from the second-year psychology subject, Personality and Individual Differences, selected from the set text Personality (Burger, 2000). As participants would take this course the following year, the subject matter was assumed to be relevant but unfamiliar to them. Participants were expected to have similar levels of prior knowledge and motivation for the topics chosen (Sadler-Smith & Riding, 1999). Instructional materials consisted of lecture-style PowerPoint presentations, each consisting of six slides on a personality theory (Freudian, Humanistic, or Cognitive). The materials were designed to match the three cognitive styles and form three experimental conditions: text only (verbal); text+picture (object visual); and text+schematic diagram (spatial visual). Thus, nine matched PowerPoint presentations were developed — one on each personality theory for each condition (see Appendix A). 3.2.2. Learning measures Participants' recall and comprehension were assessed after each presentation. Five closed questions requiring participants to insert the missing word into a sentence measured recall. Each correct answer was awarded one mark. A short-answer question was used to measure comprehension, with five marks allocated on predefined criteria. 3.2.3. Cognitive styles questionnaire Participants' cognitive styles were measured using a cognitive styles questionnaire adapted from existing validated measures. The two visual styles (object and spatial) were measured using items drawn from the Object–Spatial Imagery Questionnaire (OSIQ, Blajenkova, Kozhevnikov, & Motes, 2006). Five items with factor loadings < .40 on the spatial imagery scale, and the five items with lowest loadings on the object imagery scale (.368 to .487) were omitted, leaving 10 items per scale. Five items measuring verbal style were drawn from Kirby, Moore, and Schofield's (1988) adaptation of the VVQ used by Mendelson and Thorson (2004). Ten further items were developed for the verbal scale paralleling OSIQ items for the other styles. Preliminary scale reliability analysis identified the 10 items with highest corrected item-total correlations (.40 to .77). The cognitive styles questionnaire thus consisted of 30 items, 10 items measuring verbal, object visual, and spatial visual styles respectively. Participants responded to all items using a 5-point scale ranging from strongly disagree to strongly agree.1 3.3. Procedure All participants received standardized instructions and completed three learning and testing tasks, each presenting a different personality theory in a different instructional condition. The combination of topic and presentation condition was randomized and the order counterbalanced across participants to control for practice and fatigue effects. Each task consisted of a 5-min instructional presentation and 10 min of paper and pen testing. The PowerPoint presentations were viewed individually on personal computers. Participants completed the cognitive styles questionnaire without time constraints after finishing their third learning and testing task. 1 Instructions and verbal scale items developed for the questionnaire are available from the authors. P.R. Thomas, J.B. McKay / Learning and Individual Differences 20 (2010) 197–202 4. Results Table 2 Beta weights and standard errors of cognitive styles across presentation for recall scores. 4.1. Cognitive style data Condition Preliminary analyses of the cognitive styles questionnaire revealed no problems with missing data, skewness, or kurtosis. Each 10-item scale had good internal consistency: verbal scale α = .88; object visual scale α = .88; and spatial visual scale α = .81. There was a relatively weak negative relationship between the verbal scale (M = 33.46, SD = 7.57) and object visual scale (M = 32.0, SD = 7.07), r = −.33, p = .033. Neither correlated significantly with the spatial visual scale (M = 25.1, SD = 6.38). There were no gender differences on the scales, multivariate F(3, 37) = 0.38, p > .05. 4.2. Learning tests B Text only presentation recall Verbal style .06 Object visual style −.02 Spatial visual style .02 Text+picture presentation recall Verbal style .05 Object visual style .08 Spatial visual style .06 Text+diagram presentation recall Verbal style .02 Object visual style .01 Spatial visual style .04 4.3. Cognitive style × presentation effects Analyses of covariance (ANCOVA) with repeated measures assessed the moderation effects of cognitive styles on relationships between presentation condition and learning. In each analysis, three presentation conditions defined a within subjects factor, and the three cognitive styles were covariates. Presentation condition had three manipulated levels: text only; text+picture; and text+schematic diagram. Separate ANCOVAs were conducted in which recall and comprehension scores were dependent variables. Mauchly's test of sphericity was not significant in all analyses. 4.3.1. Recall analyses The main effect of presentation on recall was not significant after adjusting for covariates (see Table 1). There was a main effect of verbal style on recall after the effect of presentation was controlled for, F(1, 37) = 5.66, p = .023. The other styles showed no effects on recall after controlling for presentation, although the effect for spatial style approached significance (p = .062). Cognitive styles did not significantly moderate relationships between presentation and recall. Regression analyses showed that verbal style significantly predicted recall in the text only presentation condition, t(40) = 2.13, p = .04 (see Table 2). Object visual style predicted recall in the text+ picture presentation condition, t(40) = 2.27, p = .029. Spatial visual style did not significantly predict recall in any presentation condition. t Partial η2 Power .03 .03 .03 2.13⁎ −.80 .67 .11 .02 .01 .55 .12 .10 .03 .04 .04 1.5 2.27⁎ 1.46 .06 .12 .06 .31 .60 .30 .03 .03 .03 .69 .16 1.26 .01 .00 .04 .10 .05 .23 4.3.2. Comprehension analyses A further ANCOVA investigated the effects of presentation and cognitive style on comprehension (see Table 3). After adjustment for covariates, the main effect of presentation was not significant. The effect of verbal style on comprehension was significant after controlling for presentation, F(1, 37) = 10.78, p = .002. The other cognitive styles showed no effects on comprehension after controlling for presentation, although the effect of spatial visual style approached significance (p = .069). Two interactions were significant, verbal style × presentation, F(2, 74) = 3.67, p = .03, and object visual style × presentation, F(2, 74) = 4.07, p = .02. Parameter estimates from the regression analyses for comprehension were examined to investigate patterns in the predicted scores. All three cognitive styles significantly predicted comprehension when matched to the respective presentation conditions (see Table 4). Verbal style significantly predicted comprehension in the text only presentation condition, t(40) = 4.49, p < .001. Object visual style significantly predicted comprehension in the text+picture condition, t(40) = 2.07, p = .046, and spatial visual style significantly predicted comprehension in the text+schematic diagram condition, t(40) = 2.94, p = .006. None of the cognitive styles significantly predicted comprehension in the mismatched presentation conditions. Estimated marginal means were computed to obtain predicted comprehension scores in each presentation condition for groups scoring High (+1 SD) and Low (−1 SD) on each of the three cognitive styles. The predicted scores plotted in Fig. 1 show good comprehension across all presentation conditions for students with high scores on all scales (Hi Hi Hi), and poor comprehension for students with low scores on all scales (Lo Lo Lo). Those with high scores on some scale(s) and low scores on other(s) were predicted to have better comprehension in those presentation conditions that matched their cognitive styles. Table 3 Analysis of covariance for comprehension scores. Table 1 Analysis of covariance for recall scores. df ⁎ p < .05. SE ⁎ p < .05. No floor or ceiling effects were detected in the recall and comprehension scores, which did not differ significantly across the three presentation conditions, all ts < 1.62, p > .10. A similar result was found after analysing recall and comprehension across the topic of presentation. The data were therefore collapsed across theories and the effects of presentation condition were analysed rather than topic of presentation. Covariates Verbal style Object visual style Spatial visual style Error Main Effects Presentation Interactions Verbal style × presentation Object style × presentation Spatial style × presentation Error 199 Type III SS MS F Partial η2 Power 1 1 1 37 10.43 2.29 6.85 68.11 10.43 2.29 6.85 1.84 5.66⁎ 1.24 3.72 .13 .03 .09 .64 .19 .47 2 3.68 1.84 1.12 .03 .24 2 2 2 74 1.56 9.93 .96 122.16 .78 4.97 .48 1.65 .47 3.01 .29 .01 .08 .01 .13 .57 .09 Covariates Verbal style Object visual style Spatial visual style Error Main Effects Presentation Interactions Verbal style × presentation Object style × presentation Spatial style × presentation Error ⁎ p < .05. ⁎⁎ p < .01. df Type III SS MS F Partial η2 Power 1 1 1 37 25.94 2.24 8.47 89.08 25.94 2.24 8.47 2.41 10.78⁎⁎ .93 3.52 .23 .02 .09 .89 .16 .45 2 .41 .21 .18 .01 .08 2 2 2 74 8.63 9.57 5.1 87.01 4.32 4.79 2.55 1.18 3.67⁎ 4.07⁎ 2.17 .09 .10 .06 .66 .71 .43 200 P.R. Thomas, J.B. McKay / Learning and Individual Differences 20 (2010) 197–202 Table 4 Beta weights and standard errors of cognitive styles across presentation for comprehension scores. Condition B SE t Text only presentation comprehension Verbal style .12 .03 4.49⁎⁎⁎ Object visual style −.04 .03 − 1.22 Spatial visual style .01 .03 .31 Text+picture presentation comprehension Verbal style .05 .03 1.41 Object visual style .07 .03 2.07⁎ Spatial visual style .03 .04 .87 Text+diagram presentation comprehension Verbal style .04 .03 1.29 Object visual style .03 .03 .96 Spatial visual style .09 .03 2.94⁎⁎ Partial η2 Power .35 .04 .00 .99 .22 .06 .05 .10 .02 .28 .52 .14 .04 .02 .19 .24 .16 .82 ⁎ p < .05. ⁎⁎ p < .01. ⁎⁎⁎ p < .001. 5. Discussion 5.1. Cognitive styles Relationships among the three cognitive styles were of interest in the present study given the reconceptualization of the verbalizer– visualizer dimension. All three scales demonstrated good internal consistency. Spatial visual scores were not correlated with either verbal or object visual scores. The independence of spatial and object visual scores provides support for reconceptualizing the visualizer style (Blajenkova et al., 2006; Blazhenkova & Kozhevnikov, 2009; Kozhevnikov et al., 2002; Kozhevnikov et al., 2005). The significant but relatively weak negative correlation between verbal and object visual scores contrasts with the positive correlation between verbalizer and visualizer scores, r = .33, p = .0002, reported by Mendelson and Thorson (2004). Distinguishing between two independent components of the visual style may explain differences from previous results. The sample size in the present study was quite small, so the results should be viewed with caution. However, the within subjects design and absence of missing data provided sufficient observations per cell for the analyses conducted. They identified clear differences in how cognitive styles moderated the relationships between method of presentation and learning. This provides further evidence that these cognitive styles should be conceptualized and measured independently rather than as mutually exclusive categories or as opposite ends of the same dimension. The CSA (Riding, 1991) classifies individuals on a verbal–imagery dimension according to the ratio of their response times to statements about conceptual categories (verbal) and item appearance (imagery). Conceptualizing these styles on a single dimension and calculating the ratio of scores may have contributed to their questionable reliability (Parkinson et al., 2004; Peterson et al., 2003). The revised conceptualization may lead to improvement in measurement reliability, addressing style researchers' major concern (Peterson, Rayner, & Armstrong, 2009). 5.2. Cognitive style effects on learning The prediction that individual differences in cognitive style would moderate relationships between method of presentation and students' recall and comprehension was partially supported. No moderating effects were found for recall, perhaps due to the method of measurement. A different format for measuring recall such as multiple-choice questions might improve the ecological validity of the learning test and provide evidence of moderating effects. A delayed test of recall may also provide more information about individual differences in cognitive style. Individual differences in cognitive style had significant moderating effects on comprehension. Verbal and object visual scale scores moderated the relationships between presentation and comprehension. Observed power was lower in the spatial visual style analysis, increasing the likelihood of Type II error. This effect may also have been significant with a larger sample size. Verbal scale scores had a significant effect on recall and comprehension. Individuals with high verbal scores may have benefited because all learning presentations were verbally based, using text only or text+picture/diagram conditions. To maintain consistency across conditions, the learning tests assessed information presented in the text of the instructional material, and verbal tests were used to measure recall and comprehension. This design was used by other researchers (Mendelson & Thorson, 2004; Plass et al., 1998; Riding & Douglas, 1993), but the limitation should be addressed in future research. Fig. 1. Predicted comprehension scores for combinations of verbal, object visual, and spatial visual styles. Hi = 1 standard deviation above the mean of the respective style score, and Lo = 1 standard deviation below the mean score. Error bars omitted for clarity. P.R. Thomas, J.B. McKay / Learning and Individual Differences 20 (2010) 197–202 5.3. Matching and mismatching The regression analyses revealed significant trends in students' predicted recall and comprehension. Cognitive styles clearly predicted learning scores only when they matched presentation conditions. This effect was evident for verbal and object visual styles in recall and for all three styles in comprehension. These results provide further evidence that the three styles operate independently and have systematic effects on learning when students are presented with different modes of instructional design. When each of the three cognitive styles was matched to the respective presentation condition, the predicted comprehension was better than when the cognitive style was not matched. This finding provides strong support for the matching hypothesis. When students' cognitive styles were not matched to the presentation condition, they did not significantly predict learning. The results do not support the argument for mismatching learning material, although long-term benefits should not be ruled out as they were not addressed in this study (Ford & Chen, 2001; Hayes & Allinson, 1996). Although the study's design may have advantaged individuals with high verbal scale scores, it should be noted that the Hi Lo Lo profile in Fig. 1 predicted their comprehension scores to be lower in the text+picture/diagram conditions than in the text only condition. No significant predictive relationship was found between verbal style and the two visual presentation conditions. Nevertheless, this result suggests that when those with high verbal scale scores are presented with exactly the same text in all conditions, the addition of visual material may decrease their comprehension. The volume of material presented may have impacted on the results, but Mendelson and Thorson (2004) noted a similar trend and proposed that pictures had a distraction effect on verbalizers. 5.4. Implications and applications Like previous research, this study highlights the need for a range of learning materials to accommodate various cognitive styles (Hayes & Allinson, 1996; Moreno & Mayer, 2000; Plass et al., 1998). The distinction between object and spatial visual styles emphasizes the need for pictorial and schematic diagrams accompanying instructional text. PowerPoint presentations can provide both types of visual material, not just text. The findings indicate the complexity of cognitive styles and have implications for metacognitive functioning (Kozhevnikov, 2007). Versatility should be strongly encouraged as students with high scores on all three scales showed good comprehension across all presentation conditions. Students also need help to develop strategies for coping with information presented in a format that does not match their cognitive styles. Further research with larger samples across different domains is needed to determine whether relative strength on two scales compensates for weakness on the other. Kozhevnikov (2007) provided an integrated framework for cognitive style research, but argued that the development of a general theory of cognitive styles required further study of their nature, mechanisms, and interconnections. Despite its limitations, the present study provides encouraging results for cognitive style research, not only in a university setting but also in other contexts such as schooling, training, and professional development (Evans & SadlerSmith, 2006; Hayes & Allinson, 1996; Price, 2004). There is strong support for measuring cognitive styles as separate factors using continuous scales. This is consistent with evidence presented in other investigations of verbalizer–visualizer styles (Fogarty & Burton, 1996; McGrath, O'Malley, Dura, & Beaulieu, 1989) and other cognitive styles (Epstein, Pacini, Denes-Raj, & Heier, 1996; Hodgkinson & SadlerSmith, 2003). Results also support the distinction between object and spatial visual styles, consistent with recent neurophysiological evidence. Most importantly, however, there is evidence that cognitive 201 styles moderate the effects of presentation format on learning. This finding contributes to the argument for developing and adapting learning materials for university and other students that accommodate differences in cognitive styles in order to provide optimal learning settings and achieve improved outcomes. Appendix A . Instructional Materials The same structure was used for lectures on the three theories, providing an initial overview and explanation of central concepts, before focusing on applications to therapy and approaches to assessment. Text presented for each theory was identical across the three conditions. Some examples of the two types of images follow. In the text+picture condition, the initial overview of Freud's structural theory was accompanied by his photograph, with the overview completed in the next slide accompanied by a photograph of The Thinker by Rodin. In the corresponding slides for the text+schematic diagram condition, a diagram based on Freud's (1933, p.111) model of conscious, preconscious, and unconscious levels of awareness accompanied the text (see Weiten, 1989, p.435), and in the next slide this diagram also showed the id, ego, and superego operating at different levels of awareness. 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