Evaluative conditioning is defined as a change in liking, which occurs due to an association with a positive or negative stimulus (De Houwer et al, 2001). An example of how evaluative conditioning is used in the real world is positive association, for example, in influencing our food likes and dislikes. A previous study by Hollands et al (2011) looked at whether pairing images of energy-dense snack foods such as cakes and biscuits, with images of potential effects such as obese people could affect people’s attitudes towards food and food choices. Another real-world example could be the use of negative images being shown on tobacco products to influence people to reconsider smoking.
A study by Chen et al (2012), the one on which the DE100 project …show more content…
The question that we were aiming to answer was whether or not positive image association would result in the DE100 IPTV logo being liked more than when it was shown alongside neutral images. Although this study is based on the one by Chen et al, there are some differences between the two. The main difference is that we were less concerned about whether the image related to our logo, more so just that it was a positive image. An image associated with education was chosen (smiling students at graduation) was chosen over celebrity images as used in the previous study. It is known that smiling faces illicit a natural positive response which is an added bonus for the DE100 project. In most studies on evaluative conditioning (including the study by Chen et al, 2012), the images in question are embedded with other pictures to prevent it becoming too obvious. Rather than using landscapes, we used mock-up logos which were paired with neutral images. These neutral images included keys, pens etc. on the same, and so familiar background as the graduating students. The length of time in which participants were exposed to the images was altered in order to prevent boredom or fatigue. Each image was shown for 3 seconds and the slideshow was repeated 5 times. Due to the face that previous research has shown that it is necessary, the number of repetitions (five) was kept the same as the study by Chen et
A study by Chen et al (2012), the one on which the DE100 project …show more content…
The question that we were aiming to answer was whether or not positive image association would result in the DE100 IPTV logo being liked more than when it was shown alongside neutral images. Although this study is based on the one by Chen et al, there are some differences between the two. The main difference is that we were less concerned about whether the image related to our logo, more so just that it was a positive image. An image associated with education was chosen (smiling students at graduation) was chosen over celebrity images as used in the previous study. It is known that smiling faces illicit a natural positive response which is an added bonus for the DE100 project. In most studies on evaluative conditioning (including the study by Chen et al, 2012), the images in question are embedded with other pictures to prevent it becoming too obvious. Rather than using landscapes, we used mock-up logos which were paired with neutral images. These neutral images included keys, pens etc. on the same, and so familiar background as the graduating students. The length of time in which participants were exposed to the images was altered in order to prevent boredom or fatigue. Each image was shown for 3 seconds and the slideshow was repeated 5 times. Due to the face that previous research has shown that it is necessary, the number of repetitions (five) was kept the same as the study by Chen et