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Affective priming as a tool to judge the beauty of a product

Peterkamp, M.S. (2014) Affective priming as a tool to judge the beauty of a product.

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Abstract:Affective priming is an elaborately studied psychological construct where the reaction time on a target word is influenced by a preceded prime. This phenomenon works unconscious for the participant of such a task. This study explores the possibilities of using the affective priming task as an implicit tool to judge the beauty of websites. Implicit testing can be of great value for researchers and marketers because it ensures the absence of social desirability and intentional deception. The reason there is tested for beauty is because it has proven to be a valuable concept due to its link with usability, and usability is one of the major goals in the field of Human Computer Interaction (HCI). The purpose of this study was twofold: 1) to explore the possibilities of using affective priming as a tool to judge beauty and 2) to further explore the underexposed role of emotion in the affective priming paradigm. Our experiment failed to use affective priming as a tool to judge the beauty of websites, the websites probably elicited insufficient arousal for a positive result. In the discussion section, further explanations and directions for future research are provided.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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