• DOI:10.1037/A0030198
• Corpus ID: 15652656

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}
}

• T. Ramsøy, Morten Friis-Olivarius, +2 authors Martin Skov
• Published 1 November 2012
• Psychology, Art
• Journal of Neuroscience, Psychology, and Economics

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 for abstract art paintings. Finally, Study 3 demonstrates that the negative effect of unpredictable sounds on preference is associated with a stronger arousal response, as indexed by pupil dilation responses. These results suggest that unpredictable sounds engage an emotional response that affects the first impression of a concurrently presented visual object. We discuss these findings in light of the basic psychology and neuropsychology of preference formation.