Trade-off between memory for verbal items and their visual attributes.

Instructions to attend to the case and color in which words were presented led to improved retention of these visual attributes but depressed recognition performance. This trade-off between item and attribute memory occurred at three presentation rates (1.5, 5.5, and 10.5 sec/item), suggesting that visual attributes of verbal stimuli are rarely stored unless subjects expect that knowledge of physical form will be useful later. Visual attributes of high-imagery words were retained better than visual attributes of low imagery words by subjects instructed to attend to case and color, but not by subjects asked only to attend to word meaning. Implications of these findings for the hypothesis that visually presented verbal stimuli are stored as literal copies are discussed.