THE EFFECTS OF AESTHETIC ATTRIBUTESON RESPONSE TIME AND AESTHETIC JUDGEMENTIN A MULTIATTRIBUTE BINARY AESTHETIC CHOICE TASK

摘要

A systematic and quantitative study of aesthetics for both theoretical understanding andhuman factors application is needed to answer questions such as, “How do people makeaesthetic judgments?” and “How do people perceive individual aesthetic attributes, andwhat effect does this perception have on performance?” This paper reports a binaryaesthetic choice experiment whose objective was to examine the effect of the number ofdifferent aesthetic attributes on aesthetic perception of advertisements. A methodology ispresented that quantitatively distinguishes displays based upon their individual aestheticattributes and utilizes the performance measure of response time to examine the processof aesthetic judgment. Results show that when comparing two stimuli, an increaseddifference among aesthetic stimuli decreases processing and response time. Additionally,there is a limit in the number of different attributes participants consider when makingaesthetic judgments.