The influence of trait and physical-feature-based orienting strategies on aspects of facial memory.

This paper describes a series of incidental learning experiments in which facial memory is assessed following either a 'connotative feature' task (how likable is this person?) or a 'distinctive feature task' (what is the most prominent physical feature of this face?). Subjects saw each target face in a different environmental setting (e.g. pub, carpark) and their memory was tested in two ways: an old/new recognition test, in which each target face was presented in mugshot form (i.e. devoid of the original context), and a second context recall or recognition test in which subjects' ability to remember the environmental context in which each face had appeared was examined. The results showed five important findings: (1) subjects performed the connotative task significantly faster than the distinctive features task; (2) recognition accuracy measured in various ways was identical in the two orienting conditions; (3) recognition latencies to targets and distractors in the yes/no recognition test were significantly faster following connotative processing; (4) recognition latencies to target faces presented in context during learning were significantly faster than targets initially presented devoid of context following connotative processing but not following distinctive features orientation; and (5) context recall and recognition were significantly and substantially higher following connotative processing. These data are discussed in terms of Winograd's (1981) assertion that connotative and physical-feature-based orienting tasks induce the same type of encoding.