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Perceptual Fluency and Affect: Physiological Evidence The authors replicated a study from Reber et al. (1998) which demonstrated effects of perceptual.

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Presentation on theme: "Perceptual Fluency and Affect: Physiological Evidence The authors replicated a study from Reber et al. (1998) which demonstrated effects of perceptual."— Presentation transcript:

1 Perceptual Fluency and Affect: Physiological Evidence The authors replicated a study from Reber et al. (1998) which demonstrated effects of perceptual fluency – manipulated by presentation time – on affective judgments.Reber et al. (1998) judgments In addition, they measured elektromyographic activity of the Zygomaticus Major which indicates expression of a positive affective reaction. Zygomaticus Major The study of Winkielman and Cacioppo (2001): Additional evidence that perceptual fluency is affectively positive (see Reber, 2004) may come from physiological data which reveals affective reactions to perceptual fluency.affectively Contributor© POSbase 2005

2 Perceptual Fluency and Affect: Physiological Evidence 01234567891011Time (s) 4 s Judgment 6 s Dependent variables were judgment of liking and activity of the Zygomaticus Major (t2 - t1). Hypothesis: The longer the exposure duration, the more positive the affective judgment, and the higher the activity of the Zygomaticus Major.Zygomaticus Major t1: 3 st2: 2 s EMG-Measurement Picture © POSbase 2005

3 Perceptual Fluency and Affect: Physiological Evidence (Winkielman & Cacioppo, 2001) Liking judgment Activity of Zygomaticus © POSbase 2005

4 Perceptual Fluency and Affect: Physiological Evidence The authors were able to replicate the judgmental findings by Reber et al. (1998).Reber et al. (1998). More importantly, they found that muscular activity of the Zygomaticus Major increased with increasing presentation time.Zygomaticus Major This finding shows that perceptual fluency has an impact on physiological measures of affective preference, suggesting that high perceptual fluency is affectively positive.affective preferenceaffectively © POSbase 2005

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