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Perceived artefact rationality, valence and visual attention

Thörn, Ola (2003)
Cognitive Science
Abstract
The relation between the perceived rational qualities of artefacts, its visual properties, and valence based preference responses was investigated in two experiments. Perceived rationality was approached as a complex of qualities, which could be assessed, in semantic rating scales.

Experiment 1 showed that perceived rationality was largely independent of form and colour and participants tended to associate perceived rationality with high prototypicality and a low degree of articulation (i.e. amount of decoration). Experiment 2 investigated which objects participants spontaneously preferred to look at by the means of eye tracking. Participant's fixations were shown to divert from objects with high-perceived rationality. It is suggested
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The relation between the perceived rational qualities of artefacts, its visual properties, and valence based preference responses was investigated in two experiments. Perceived rationality was approached as a complex of qualities, which could be assessed, in semantic rating scales.

Experiment 1 showed that perceived rationality was largely independent of form and colour and participants tended to associate perceived rationality with high prototypicality and a low degree of articulation (i.e. amount of decoration). Experiment 2 investigated which objects participants spontaneously preferred to look at by the means of eye tracking. Participant's fixations were shown to divert from objects with high-perceived rationality. It is suggested

that perceived rationality is largely independent of preference in terms of valence but prolonged exposure to an artefact could affect valence. The current results is foremost applicable to choices where emotional and design concerns is of primary importance or to

choices between objects of similar quality and price. (Less)
Please use this url to cite or link to this publication:
author
Thörn, Ola
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
numerical analysis, Computer science, eye movement, attention, aesthetics, preference, rationality, systems, control, Datalogi, numerisk analys, system, kontroll
language
English
id
1329114
date added to LUP
2006-04-24 00:00:00
date last changed
2009-04-20 11:11:57
@misc{1329114,
  abstract     = {The relation between the perceived rational qualities of artefacts, its visual properties, and valence based preference responses was investigated in two experiments. Perceived rationality was approached as a complex of qualities, which could be assessed, in semantic rating scales.

Experiment 1 showed that perceived rationality was largely independent of form and colour and participants tended to associate perceived rationality with high prototypicality and a low degree of articulation (i.e. amount of decoration). Experiment 2 investigated which objects participants spontaneously preferred to look at by the means of eye tracking. Participant's fixations were shown to divert from objects with high-perceived rationality. It is suggested

that perceived rationality is largely independent of preference in terms of valence but prolonged exposure to an artefact could affect valence. The current results is foremost applicable to choices where emotional and design concerns is of primary importance or to

choices between objects of similar quality and price.},
  author       = {Thörn, Ola},
  keyword      = {numerical analysis,Computer science,eye movement,attention,aesthetics,preference,rationality,systems,control,Datalogi,numerisk analys,system,kontroll},
  language     = {eng},
  note         = {Student Paper},
  title        = {Perceived artefact rationality, valence and visual attention},
  year         = {2003},
}