Editing Face perception (section)

===Frequency-of-exposure issue===
Another factor that has to be controlled in order for the results to be reliable is the frequency of exposure.<ref name=seed />

If we take the example of celebrities, people are exposed to celebrities' faces more often than their voices because of the mass media.<ref name="seed" /> Through magazines, newspapers and the Internet, individuals are exposed to celebrities' faces without their voices on an everyday basis rather than their voices without their faces.<ref name="seed" /> Thus, someone could argue that for all of the experiments that were done until now the findings were a result of the frequency of exposure to the faces of celebrities rather than their voices.<ref>{{cite book|editor-last=Ethofer|editor2=Belin Pascal|editor3=Salvatore Campanella|editor-first=Thomas|title=Integrating face and voice in person perception|publisher=Springer|location=New York|isbn=978-1-4614-3584-6|date=21 August 2012}}</ref>

To overcome this problem researchers decided to use personally familiar individuals as stimuli instead of celebrities.<ref name=seed /> Personally familiar individuals, such as participant's teachers, are for the most part heard as well as seen.<ref name="barsics and bredart and hanley 2009">{{cite journal|last1=Brédart|first1=Serge|last2=Barsics|first2=Catherine|last3=Hanley|first3=Rick|title=Recalling semantic information about personally known faces and voices|journal=European Journal of Cognitive Psychology|date=November 2009|volume=21|issue=7|pages=1013–21|doi=10.1080/09541440802591821|hdl=2268/27809|s2cid=1042153|url=http://orbi.ulg.ac.be/handle/2268/27809|access-date=5 February 2019|archive-date=2 June 2021|archive-url=https://web.archive.org/web/20210602121625/https://orbi.uliege.be/handle/2268/27809|url-status=live|hdl-access=free}}</ref> Studies that used this type of control also demonstrated the face advantage.<ref name="barsics and bredart and hanley 2009"/> Students were able to retrieve semantic information more readily when recognizing their teachers faces (both normal and blurred) rather than their voices.<ref name="Barsics & Bredart 2011" />

However, researchers over the years have found an even more effective way to control not only the frequency of exposure but also the content of the speech extracts, the [[Learning|associative learning]] paradigm.<ref name=seed /> Participants are asked to link semantic information as well as names with pre-experimentally unknown voices and faces.<ref name="barsics and bredart 2012b">{{cite journal|last1=Barsics|first1=Catherine|last2=Brédart|first2=Serge|title=Recalling semantic information about newly learned faces and voices|journal=Memory|date=July 2012|volume=20|issue=5|pages=527–534|doi=10.1080/09658211.2012.683012|pmid=22646520|s2cid=23728924 }}</ref><ref name="Associative learning paradigm">{{cite encyclopedia|title=Learning.|url=http://www.credoreference.com/entry/estinsects/learning|encyclopedia=Encyclopedia of Insects.|publisher=Oxford: Elsevier Science & Technology|access-date=6 December 2013|date=|archive-date=2 June 2021|archive-url=https://web.archive.org/web/20210602121638/https://search.credoreference.com/content/entry/estinsects/learning/0|url-status=live}}</ref> In a current experiment that used this paradigm, a name and a profession were given together with, accordingly, a voice, a face or both to three participant groups.<ref name="barsics and bredart 2012b" /> The associations described above were repeated four times.<ref name="barsics and bredart 2012b" />

The next step was a [[Recall (memory)|cued recall]] task in which every stimulus that was learned in the previous phase was introduced and participants were asked to tell the profession and the name for every stimulus.<ref name="barsics and bredart 2012b" /><ref name="cued recall task">{{cite encyclopedia|title=Memory, Explicit and Implicit.|url=http://www.credoreference.com/entry/esthumanbrain/memory_explicit_and_implicit|encyclopedia=Encyclopedia of the Human Brain.|publisher=Oxford: Elsevier Science & Technology|access-date=6 December 2013|date=|archive-date=2 June 2021|archive-url=https://web.archive.org/web/20210602121639/https://search.credoreference.com/content/entry/esthumanbrain/memory_explicit_and_implicit/0|url-status=live}}</ref> Again, the results showed that semantic information can be more accessible to retrieve when individuals are recognizing faces than voices even when the frequency of exposure was controlled.<ref name="seed" /><ref name="barsics and bredart 2012b" />