15:00 - 16:30
Tue-P3-Poster II-4
Tue-Poster II-4
Room: P3
The power of words – Our aesthetic impression of a picture can be influenced by the valence of an accompanying word
Tue-P3-Poster II-402
Presented by: Bettina Rolke
Bettina Rolke, Anna Löwe
Department of Psychology, University of Tübingen, Germany
Specific contexts in which we live and act influence our attitude towards things we have experienced within them. By means of evaluative conditioning, it has been shown that emotions caused by one stimulus can be transferred to another given simultaneous occurrence in close proximity. We investigated the question of whether the emotional content of words (positive, neutral, or negative) influence the aesthetic judgement of pictures. Therefore we used pictures of chairs, which were randomly assigned to words of different valence categories (e.g. holidays, stairs, betrayal). In the conditioning phase, a single chair picture was paired with one word and participants were instructed to look at both, pictures and words in order to memorize them. For attention control in this online-study, deviant pictures and words with orthographic errors had to be detected. Following the conditioning phase, the chair pictures were judged concerning their aesthetic impression by use of a questionnaire that captured complexity, beauty, coherence, conciseness, and aesthetic impression. At the end of the experiment, effective conditioning was checked and participants rated the valence of the pictures. Results showed that conditioning of valence was successful: Pictures of chairs paired with positive words were considered more positive than pictures paired with negative words. A similar pattern of results emerged for the aesthetic judgement: Pictures shown together with positive words were considered more aesthetically pleasing than pictures paired with negative words. The results demonstrate that valence triggered by single words affect the aesthetic impression of pictures.
Keywords: Experimental Aesthetics, Perception, Evaluative Conditioning, Words