Doctoral Dissertations

Mary K. Tims

Date of Award

12-1984

Degree Type

Dissertation

Degree Name

Doctor of Philosophy

Major Professor

Mary Frances Drake

Committee Members

Jacquelun DeJonge, Imogene M. Ford, Gerald D. Sentell

Abstract

The purpose of this research was to investigate the effect that changing eyesight has on readability of printed consumer information and on shopping behavior. The research instrument was a self-administered questionnaire composed of a readability instrument for testing accuracy and ease of reading of retail printed items and a survey instrument for data regarding eyesight condition, shopping behavior, social activities, and demographics.

The research hypotheses were in five major groups: readability, self-assessment of eyesight, shopping behavior specific to eyesight condition, general shopping behavior, and use of information sources. The independent variable was age and the dependent variables were the concepts named in each hypothesis statement.

A judgemental sample of two hundred and four socially active women ranging in age from 26 to 89 years was used. Testing was accomplished in a controlled lighting situation of 20-30 footcandles.

Accuracy and ease were tested using the general linear models procedure. A regression equation was generated for predicting accuracy and ease by age. Chi-square analysis was used to measure differences by age group for the other hypotheses.

Age made a difference in both accuracy and ease of reading. Both accuracy and ease increased for all ages when size of type was enlarged and intensity of print was darkened. Increasing the size of type was more important than increasing the intensity. Eleven-point type of dark intensity was recommended for retail printed items.

Persons under age 45 assessed their eyesight as good or excellent, whereas, those over 45 assessed their eyesight as fair or good. Shopping behaviors specific to eyesight condition that were significant by age group were: shopping alone in familiar stores, time of day, driving a car, driving at night, and use of any type of transportation.

General shopping behaviors significant by age group were: type of store, frequency of shopping, amount of time spent, choice of companion, time of day, day of the week, method of payment, type of credit card, and expenditures on clothing. Information sources significant by age group were: observing other people, use of catalogs, fashion magazines, and TV and radio advertisements.

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