scholarly journals The Impact of Visual Art and High Affective Arousal on Heuristic Decision-Making in Consumers

2020 ◽  
Vol 11 ◽  
Author(s):  
Yaeri Kim ◽  
Kiwan Park ◽  
Yaeeun Kim ◽  
Wooyun Yang ◽  
Donguk Han ◽  
...  
Keyword(s):  
Decision Making ◽  
Visual Arts ◽  
Stroop Task ◽  
Visual Art ◽  
Abstract Art ◽  
Cognitive Resources ◽  
Affective Valence ◽  
Product Packaging ◽  
Affective Arousal ◽  
The Impact

In marketing, the use of visual-art-based designs on products or packaging crucially impacts consumers’ decision-making when purchasing. While visual art in product packaging should be designed to induce consumer’s favorable evaluations, it should not evoke excessive affective arousal, because this may lead to the depletion of consumer’s cognitive resources. Thus, consumers may use heuristic decision-making and commit an inadvertent mistake while purchasing. Most existing studies on visual arts in marketing have focused on preference (i.e., affective valence) using subjective evaluations. To address this, we applied a neuroscientific measure, electroencephalogram (EEG) to increase experimental validity. Two successive tasks were designed to examine the effects of affective arousal and affective valence, evoked by visual artwork, on the consecutive cognitive decision-making. In task 1, to evaluate the effect of visual art, EEG of two independent groups of people was measured when they viewed abstract artwork. The abstract art of neoplasticism (AbNP) group (n = 20) was showing Mondrian’s artwork, while the abstract art of expressionism (AbEX) group (n = 18) viewed Kandinsky’s artwork. The neoplasticism movement strove to eliminate emotion in art and expressionism to express the feelings of the artist. Building on Gallese’s embodied simulation theory, AbNP and AbEX artworks were expected to induce lower and higher affect, respectively. In task 2, we investigated how the induced affect differentially influenced a succeeding cognitive Stroop task. We anticipated that the AbEX group would deplete more cognitive resources than AbNP group, based on capacity limitation theory. Significantly stronger affect was induced in the AbEX group in task 1 than in the AbNP group, especially in affective arousal. In task 2, the AbEX group showed a faster reaction time and higher error rate in the Stroop task. According to our hypotheses, the higher affective arousal state of the AbEX group might deplete more cognitive resources during task 1 and result in poorer performance in task 2 because affect impacted their cognitive resources. This is the first study using neuroscientific measures to prove that high affective arousal induced by visual arts on packaging may induce heuristic decision-making in consumers, thereby advancing our understanding of neuromarketing.

scholarly journals Changes in the themes, aesthetics and functions of public images in Kyiv due to the influence of socio-cultural processes in the society of 1990-2010

2021 ◽  
pp. 183-194
Author(s):  
Mariia Ospishcheva-Pavlyshyn
Keyword(s):  
Contemporary Art ◽  
Visual Arts ◽  
Public Art ◽  
Visual Art ◽  
Rapid Development ◽  
Practical Aspect ◽  
Cultural Processes ◽  
The Impact ◽  
Theoretical Developments

On the back of the rapid development in public art in recent decades, and in particular graffiti and muralism, interest in them has grown significantly among cultural studies scholars, art critics, architects, sociologists, and urban planners. Numerous works that have appeared in the West and in Ukraine are devoted to various aspects of the visual public art existence. This theme continues to be one of the most relevant for contemporary visual art. This article complements the bunch of acquired knowledge with a detailed study of the impact of socio-cultural processes in society on the changes that took place in monumental painting, graffiti and muralism in Kyiv during 1990–2010, i.e. during the most important changes in politics and society in recent decades. The peculiarities of each historical stage of this influence are analysed and outlined in the study, and the theoretical analysis is displayed by the description of the most characteristic works. Most of them are researched in detail. In addition, the process of decline of monumental painting in the late 1980s and early 1990s is analysed, the factors of graffiti flourishing in the 1990s are identified and highlighted, and the origins of the rapid development of muralism after 2004 and especially after 2014 are explored. At each stage, changes in the themes, aesthetics and functions of public images are traced. The definitions, such as muralism and graffiti, are updated in this paper, taking into account changes in art and the latest achievements in its analysis. The manifestations of the national-patriotic themes in the contemporary art of muralism are considered in detail, the classification of art work on this subject is given, the corresponding examples are given. Such concepts as public art, synthesis of arts, monumental painting, graffiti, muralism are attentively aligned. The study of the nature of the socio-cultural processes and visual arts correlations is promising for further scientific and theoretical developments and the practical aspect for better understanding of the specific works

scholarly journals Using Primary Reinforcement to Enhance Translatability of a Human Affect and Decision-Making Judgment Bias Task

2021 ◽  
pp. 1-13
Author(s):  
Vikki Neville ◽  
Peter Dayan ◽  
Iain D. Gilchrist ◽  
Elizabeth S. Paul ◽  
Michael Mendl
Keyword(s):  
Decision Making ◽  
Affective State ◽  
Lapse Rate ◽  
Prediction Errors ◽  
Affective Valence ◽  
Behavioral Measures ◽  
Judgment Bias ◽  
Affective Arousal ◽  
Nonhuman Animals ◽  
Positive Valence

Abstract Good translatability of behavioral measures of affect (emotion) between human and nonhuman animals is core to comparative studies. The judgment bias (JB) task, which measures “optimistic” and “pessimistic” decision-making under ambiguity as indicators of positive and negative affective valence, has been used in both human and nonhuman animals. However, one key disparity between human and nonhuman studies is that the former typically use secondary reinforcers (e.g., money) whereas the latter typically use primary reinforcers (e.g., food). To address this deficiency and shed further light on JB as a measure of affect, we developed a novel version of a JB task for humans using primary reinforcers. Data on decision-making and reported affective state during the JB task were analyzed using computational modeling. Overall, participants grasped the task well, and as anticipated, their reported affective valence correlated with trial-by-trial variation in offered volume of juice. In addition, previous findings from monetary versions of the task were replicated: More positive prediction errors were associated with more positive affective valence, a higher lapse rate was associated with lower affective arousal, and affective arousal decreased as a function of number of trials completed. There was no evidence that more positive valence was associated with greater “optimism,” but instead, there was evidence that affective valence influenced the participants' decision stochasticity, whereas affective arousal tended to influence their propensity for errors. This novel version of the JB task provides a useful tool for investigation of the links between primary reward and punisher experience, affect, and decision-making, especially from a comparative perspective.

scholarly journals The MOTIVATIONAL IMPACT OF VISUAL ARTS EDUCATION THROUGH THE 'ARTISTS IN SCHOOLS' (AIS) COLLABORATION PROGRAM AMONG SECONDARY SCHOOL STUDENTS IN MALAYSIA

2019 ◽  
Vol 4 (1) ◽  
pp. 94-97
Author(s):  
WAN JULIANA EMEIH Juliana WAHED
Keyword(s):  
Secondary School ◽  
Conceptual Framework ◽  
Case Studies ◽  
Research Design ◽  
Visual Arts ◽  
Visual Art ◽  
Secondary School Students ◽  
School Students ◽  
Visual Arts Education ◽  
The Impact

The aim of the paper is to highlight some of the findings on the study on the impact of the 'Artist in Schools' (AiS) collaboration on the motivation of students of selected secondary schools in Malaysia in visual art education. AiS is aimed at establishing a collaboration between the students of nine schools and nine Malaysian artists in order to share their experiences, skills, and knowledge consecutively. The research design of multi-case studies or multisite studies was selected and Keller’s ARCS Motivational Theory has been used for assessment purposes and as the main conceptual framework. The open-ended questionnaires were distributed to obtain the data of the students’ motivation, and the collaboration between the AiS program and the students.

What is the Lady Really Smiling About? Mona Lisa's Secret Admirers

1988 ◽  
Vol 6 (1) ◽  
pp. 13-33
Author(s):  
John Langerholc
Keyword(s):  
Visual Art ◽  
Art Criticism ◽  
Da Vinci ◽  
Simple Technique ◽  
Modern Art ◽  
Leonardo Da Vinci ◽  
Abstract Art ◽  
Feature Detectors ◽  
The Impact ◽  
Unconscious Mind

The world's most famous work of art owes its subtle fascination, usually held to be inexplicable, to the subliminal embedding of a large number and variety of male faces in the Mona Lisa's clothes and hair as well as in the surrounding land and cloudscape. This is not an isolated instance of an unconscious or accidental process, but shows all the wit, craftsmanship and sophistication we have by other means come to expect of Leonardo da Vinci. Although all the great masters seem to have clearly recognized and imitated this trick, it seems to have completely escaped the notice of academic art criticism, which generally begins recognizing facial alternatives in Arcimboldi and then skips over the centuries to Picasso or Dali. The father of modern art was impressed by a painting full of embedded faces and, realizing the extent to which practically all visual art owes its “ineffable” fascination to this simple technique, evolved the notion of “abstract art” by the simple expedient of gradually eliminating the main Gestalt. Having the key to artistic success within their grasp, Freudians vastly underestimated the extent of its use as well as its relevance to the impact of an art work. Their insistence on interpreting it as an automatic manifestation from the secret recesses of the artist's unconscious mind prevented them from seeing it as a calculated toying with one of the beholder's principal higher order feature detectors, the specialist face processor.

Quota Women Are Threatening to Men

2017 ◽  
Vol 76 (3) ◽  
pp. 107-116 ◽  
Author(s):  
Klea Faniko ◽  
Till Burckhardt ◽  
Oriane Sarrasin ◽  
Fabio Lorenzi-Cioldi ◽  
Siri Øyslebø Sørensen ◽  
...  
Keyword(s):  
Decision Making ◽  
Organizational Performance ◽  
Gender Stereotypes ◽  
Perceived Threat ◽  
Preferential Treatment ◽  
Public Sector Employees ◽  
Different Types ◽  
Low Levels ◽  
Women In Decision Making ◽  
The Impact

Abstract. Two studies carried out among Albanian public-sector employees examined the impact of different types of affirmative action policies (AAPs) on (counter)stereotypical perceptions of women in decision-making positions. Study 1 (N = 178) revealed that participants – especially women – perceived women in decision-making positions as more masculine (i.e., agentic) than feminine (i.e., communal). Study 2 (N = 239) showed that different types of AA had different effects on the attribution of gender stereotypes to AAP beneficiaries: Women benefiting from a quota policy were perceived as being more communal than agentic, while those benefiting from weak preferential treatment were perceived as being more agentic than communal. Furthermore, we examined how the belief that AAPs threaten men’s access to decision-making positions influenced the attribution of these traits to AAP beneficiaries. The results showed that men who reported high levels of perceived threat, as compared to men who reported low levels of perceived threat, attributed more communal than agentic traits to the beneficiaries of quotas. These findings suggest that AAPs may have created a backlash against its beneficiaries by emphasizing gender-stereotypical or counterstereotypical traits. Thus, the framing of AAPs, for instance, as a matter of enhancing organizational performance, in the process of policy making and implementation, may be a crucial tool to countering potential backlash.

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