Image-Word Pairing-Congruity Effect on Affective Responses

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概要

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• The present study explores the effects of familiarity on affective responses (pleasure and arousal) to Japanese ad elements, based on the schema incongruity theory. Print ads showing natural scenes (landscapes) were used to create the stimuli (images and words). An empirical study was conducted to measure subjects' affective responses to image-word combinations that varied in terms of incongruity. The level of incongruity was based on familiarity levels, and was statistically determined by a variable called ‘pairing-congruity status’. The tested hypothesis proposed that even highly familiar image-word combinations, when combined incongruously, would elicit strong affective responses. Subjects assessed the stimuli using bipolar scales. The study was effective in tracing interactions between familiarity, pleasure and arousal, although the incongruous image-word combinations did not elicit the predicted strong effects on pleasure and arousal. The results suggest a need for further research incorporating kansei (i.e., creativity) into the process of stimuli selection.

著者

• YAMANAKA Toshimasa

  Department of Kansei, Behavioral, and Brain Sciences, University of Tsukuba

• SANABRIA Z.

  Department of Kansei, Behavioral, and Brain Sciences, University of Tsukuba

• CHO Youngil

  Department of Information Design, Hiroshima Kokusai Gakuin University

• SAMBAI Ami

  Department of Kansei, Behavioral, and Brain Sciences, University of Tsukuba

• Yamanaka Toshimasa

  Department of Chemistry, Faculty of Science, Tohoku University

関連論文

• Image-Word Pairing-Congruity Effect on Affective Responses
• The Influence of Familiarity on Affective Responses to Natural Scenes
• Isolation and circular dichroism of the isomers of dicyanobis((R,R)-1,2-cyclohexanediamine) and bis((S)-propylenediamine)cobalt(III) complexes.

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