NEUROPSYCHOLOGICAL ASPECTS OF PERCEPTION OF EMOTIONALLY LOADED AND NEUTRAL ADVERTISING ILLUSTRATIONS
Ładowanie...
Data
2017
Inny tytuł
Typ
Artykuł recenzyjny
Redaktor
dc.contributor.advisor
Dyscyplina PBN
Psychologia
Czasopismo lub seria
Acta Neuropsychologica
ISSN
1730-7503
2084-4298
2084-4298
ISBN
DOI
10.5604/01.3001.0010.2404
Strona internetowa
Wydawca
Wydawca
Wydanie
Numer
Strony od-do
Tytuł monografii
item.page.defence
Tytuł tomu
Opis
Rodzaj licencji
Abstrakt (en)
The differences between perception and the recollection of emo - tionally loaded, provocative, and neutral illustrations were mea sur ed. It was hypothesized that the provocative illustrations will be better remembered as they evoke emotions. The program SMI Experiment Center was used, with the move ments of the participants’ eye-balls being recorded on the Eye- tracker iViewX RED500. Two types of advertisements were present ed to the participants: (1) those evoking emotions, and (2) neutral ones. In consequence, six illustrations were used. Three were of a provoca - tive character and three were neutral. The neutral advertisements were modifications of the provocative ones. Forty four undergra - duate students answered questions concerning individual elements of the presented pictures. This enabled an analysis of the relation - ships between the type of the advertisement watched and the number of elements memorized. The participants were also asked to select the answer concerning: the degree of a particular adverti - se ment’s attractiveness, the strength of its emotional impact, and the types of evoked emotions (positive – neutral – negative). Emotionally loaded illustrations provoked participant interest incre - asing the amount of the information processed. However, only provocative advertisements of a positive nature were better memo - rized than their neutral counterpart. The study revealed that an examination of eye movements is a useful and desirable measure providing detailed information on the manner our brain processes perceived data. It was found that the intensity of such emotions as sadness, dis - gust, surprise, and anger were significantly higher in the experi men tal group than in the control group. No significant differences in the degree of positive emotions were noted. This leads to the con clu - sion that we should be very careful while selecting the illustration to be presented to patients.