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198 Ghinea & Chen Copyright 2006, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. video clip was the one which field-independent users enjoyed most. It is probable that the wealth of detail present in this clip (information was conveyed through all three channels, video, audio, and text) is what makes the clip appealing to this particular type of users, who concentrated primarily on procedural details when processing information in a learning context (Pask, 1976, 1979). This is in contrast to the Most Enjoyed clip (i.e. Documentary) for the other two categories of users, in which information was only conveyed through the video and audio streams. Experiment 2 Our results indicate that clip categories, as given by their specific multimedia content matter, significantly influence participants components of QoP-IA. This shows that the information assimilation scores are significantly influenced by the content being visualised; moreover, this observation is valid irrespective of the particular cognitive style of the participant. However, closer analysis reveals that different cognitive style groups have different favourite clips. Pop Music, which displays information using multiple channels, including video, audio, and text, is the favourite clip, from an information assimilation point of view, for biomodals who combine the characteristics of both verbalisers and visualisers and are particularly adept at receiving information from either textual descriptions or graphic presentations. However, we did obtain some significant results that contradict those of previous research (Laing, 2001; Riding & Watts, 1997) (Tables 6 and 7). Although the Documentary clip does not display any text description, it is the clip in which, on average, verbalisers obtain the highest QoP-IA (F=10.592, df=5,40, p=.000). On the other hand, visualisers perform better in the Snooker clip, which, though static, includes information conveyed through video, audio, and text (F=14.8451, df=6,36, p=.000). However, irrespective of cognitive style, we found that the Rugby clip was the one in which participants obtained the lowest QoP-IA scores (F=32.743, df=15,72, p=.000). Although this clip is similar in some respects to others studied by us (such as the Snooker clip, which also has an abundance of information being portrayed through video, audio, and textual means), its main distinguishing feature is its high dynamism; there is considerable temporal variability due to the high inter-frame differences specific to clips featuring action sports. We therefore assume that the reason why participants scored so lowly in terms of QoP-IA on this clip is precisely because of its high dynamism, a hypothesis that shall be further explored in the section titled Degree of Dynamism . Field Dependent Intermediate Field Independent Most Enjoyed Documentary Forecast 3.18 2.86 3.02 Least Enjoyed Rugby Band Rugby 1.39 1.93 1.61 Table 5. Cognitive styles and QoP-LOE of clip categories

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