Original scientific paper
Attraction and Recognition of Affective Material in Different Conditions of Presentation
Mario BOGDANOVIĆ
Abstract
The goal of this study was to investigate the attraction and
recognition of affective material of photographs of young
ladies' faces in different conditions of presentation. For this purpose a factorial experiment 3x2x2 was designed to allow
the investigation of the effect of attractiveness of
photographs of young ladies' faces, the duration of
exposition and frequency of presentation, on attraction and
recognition, on a sample of 80 university students. In the
dependent variable of attraction a significant main effect of
photographs of young ladies' faces and exposition was
found, but an insignificant main effect of frequency. In the
dependent variable of recognition an insignificant main
effect of photographs of young ladies' faces was found, but
significant main effect of exposition and frequency. As
regards the course of action of the investigated factors, it
was determined that the attractive photographs of young
ladies' faces and subliminal exposition (in condition of 2
miliseconds) had a significant effect on attraction in relation
to neutral and unattractive photographs of young ladies'
faces, and on supraliminal exposition (in condition of 1
second). Significantly better recognition was found in
condition of supraliminal presentation (1 second) in relation
to subliminal (2 miliseconds), and in higher frequency (five
times), but only in supraliminal condition in relation to lower
frequency of presentation (one time supraliminally). It is
concluded therefore that an ideal promotional material
should be presented with higher frequency (because of
recognition), with attractive stimuliting material (because of
attraction) in combined conditions of exposition
(consequently supraliminal because of recognition and
subliminal because of stronger effect on attraction
processes).
Keywords
Hrčak ID:
17854
URI
Publication date:
30.6.2005.
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