Effects of Perceptual Uncertainty on Arousal and Preference Across Different Visual Domains

@article{Ramsy2012EffectsOP,
  title={Effects of Perceptual Uncertainty on Arousal and Preference Across Different Visual Domains},
  author={Thomas Zo{\"e}ga Rams{\o}y and Morten Friis-Olivarius and Catrine Jacobsen and Simon Boelt Jensen and Martin Skov},
  journal={Journal of Neuroscience, Psychology, and Economics},
  year={2012},
  volume={5},
  pages={212-226}
}
To what extent can simple contextual events affect preference? In this study, three tests were applied to assert whether contextual unpredictability has a negative effect on preference for novel visual items. By asking subjects to rate their first impressions of novel brand logos while playing simple sounds, Study 1 shows that brand logos coupled to unpredictable sounds were rated less favorably than logos presented with a predictable sound. In Study 2, this effect is found to be equally strong… 

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