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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