Text Complexity.

Legend: The level of complexity of both types of written content (psychographed: P and control task: CT) was analyzed for each volunteer separately (Experienced: Exp and Less expert: Lex). Average complexity scores for psychographed content were higher than those for control-task writing, for both the whole sample [16.8 (SD 3.33) vs 14.4 (SD 2.95) - p = 0.007] and for experienced mediums [18.4 (SD 2.30) vs 15.4 (SD 3.36) - p = 0.041]. For less expert mediums, the difference was near significance [15.2 (SD 3.63) vs 13.4 (SD 2.41) - p = 0.066]. Planning for psychography writing was, on average, more sophisticated than for the control task, and the higher level of complexity relating to the more extensive planning work during psychography would require more activity from areas involved in cognitive processing.