This study investigates the use of evaluative conditioning, Evaluative conditioning is the concern on how we can come to like or dislike something through an association. If something that we have no strong feelings towards such as an object or individual becomes associated with something that we strongly dislike such as a disliked taste then our feelings to that once not felt association become changed, this showing that we can come to dislike that thing too. This can also happen when something is paired with anything that is liked through association we can come to like the pairing even more. Such as names the individual associates dislikes to names through past experiences with a person whom shares the name. (Open University 2015)
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This showing the need to replicate on some level the theory of evaluative conditioning as seen by Chen, et al (2012) cited in (Brace, 2010)
Chen et al, (2012) and the DE100 project share some differences this being that in the DE100 experiment involves less images than in the Chen et al. 's study (2012) and the images will be shown for less time this being three seconds each, instead of using the original five seconds. This is because it can reduce the potential effects of people loosing interest and will help reduce the time it takes to conduct the experiment. Where as the Chen et al, (2012) cited in (Brace, 2010) experiment shows the images being presented within a four minute slide with overall 20 images shown this will show a break of three seconds this overall experiment takes four minutes with the images being shown five …show more content…
The similarities between the two studies are that the research team for DE100 followed the same approach taken by Chen et al. (2012) and present participants with a slide show of images showing a similarity between the two, DE100 used three fictitious logos, three neutral images (this being household items, one positive image (the happy graduating students) and one image of the DE100 IPTV logo. Another similarity between both studies is that they both showed the images five times so that the individuals recognized the pictures enough times to make a direct link.
The hypothesis is that participants who viewed the experimental conditions-- who viewed the logo paired with the image of happy students-- are more likely to have a positive response to the logo. So they 're more likely to like the logo, compared to the participants in the controlled
Previous …show more content…
This showing the need to replicate on some level the theory of evaluative conditioning as seen by Chen, et al (2012) cited in (Brace, 2010)
Chen et al, (2012) and the DE100 project share some differences this being that in the DE100 experiment involves less images than in the Chen et al. 's study (2012) and the images will be shown for less time this being three seconds each, instead of using the original five seconds. This is because it can reduce the potential effects of people loosing interest and will help reduce the time it takes to conduct the experiment. Where as the Chen et al, (2012) cited in (Brace, 2010) experiment shows the images being presented within a four minute slide with overall 20 images shown this will show a break of three seconds this overall experiment takes four minutes with the images being shown five …show more content…
The similarities between the two studies are that the research team for DE100 followed the same approach taken by Chen et al. (2012) and present participants with a slide show of images showing a similarity between the two, DE100 used three fictitious logos, three neutral images (this being household items, one positive image (the happy graduating students) and one image of the DE100 IPTV logo. Another similarity between both studies is that they both showed the images five times so that the individuals recognized the pictures enough times to make a direct link.
The hypothesis is that participants who viewed the experimental conditions-- who viewed the logo paired with the image of happy students-- are more likely to have a positive response to the logo. So they 're more likely to like the logo, compared to the participants in the controlled