The stability of emotional associations of basic image attributes A Kuzinas |
|---|
Department of Psychology, Mykolas Romeris University, Lithuania
|
| It is widely accepted in art, marketing and other areas that single image attributes can evoke specific emotions: black colour is associated with sadness, round shapes are more positive than angular, etc. One of explanations of such effect is the link between particular image attribute and some emotionally laden stimulus, which formed during individual experience. A simple demonstration of this is the affective priming procedure – the presentation of an emotional prime has an effect on reaction to later presented neutral target stimulus. However, the use of neutral target is limited in revealing the changes of already existing associations. That is why current study uses prime and target which evoke opposite emotional reactions, in addition to only neutral target. For example, photos depicting positive content are paired with image attributes that are considered as evoking negative emotions (grey colour, triangle shape). This will allow testing the stability and strength of single image attribute associations. It is expected that neutral targets will be more prone to change compared to those which are already associated with specific emotions. Nevertheless, all targets should be subject to change depending on the prime. The implications of these results will be discussed further. |
| Up Home |
|---|