An objective evaluation of the beholder's response to abstract and figurative art based on construal level theory

The role of audiovisual congruence in aesthetic appreciation of contemporary music and visual art

Does congruence between auditory and visual modalities affect aesthetic experience? While cross-modal correspondences between vision and hearing are well-documented, previous studies show conflicting results regarding whether audiovisual correspondence affects subjective aesthetic experience. Here, in collaboration with the Kentler International Drawing Space (NYC, USA), we depart from previous research by using music specifically composed to pair with visual art in the professionally-curated Music as Image and Metaphor exhibition. Our pre-registered online experiment consisted of 4 conditions: Audio, Visual, Audio-Visual-Intended (artist-intended pairing of art/music), and Audio-Visual-Random (random shuffling). Participants (N = 201) were presented with 16 pieces and could click to proceed to the next piece whenever they liked. We used time spent as an implicit index of aesthetic interest. Additionally, after each piece, participants were asked about their subjective experience (e.g., feeling moved). We found that participants spent significantly more time with Audio, followed by Audiovisual, followed by Visual pieces; however, they felt most moved in the Audiovisual (bi-modal) conditions. Ratings of audiovisual correspondence were significantly higher for the Audiovisual-Intended compared to Audiovisual-Random condition; interestingly, though, there were no significant differences between intended and random conditions on any other subjective rating scale, or for time spent. Collectively, these results call into question the relationship between cross-modal correspondence and aesthetic appreciation. Additionally, the results complicate the use of time spent as an implicit measure of aesthetic experience.

The role of memory in counterfactual valuation

Value-based decisions are often guided by past experience. If a choice led to a good outcome, we are more likely to repeat it. This basic idea is well-captured by reinforcement-learning models. However, open questions remain about how we assign value to options we did not choose and which we therefore never had the chance to learn about directly. One solution to this problem is proposed by policy gradient reinforcement-learning models; these do not require direct learning of value, instead optimizing choices according to a behavioral policy. For example, a logistic policy predicts that if a chosen option was rewarded, the unchosen option would be deemed less desirable. Here, we test the relevance of these models to human behavior and explore the role of memory in this phenomenon. We hypothesize that a policy may emerge from an associative memory trace formed during deliberation between choice options. In a preregistered study (n = 315) we show that people tend to invert the value of unchosen options relative to the outcome of chosen options, a phenomenon we term inverse decision bias. The inverse decision bias is correlated with memory for the association between choice options; moreover, it is reduced when memory formation is experimentally interfered with. Finally, we present a new memory-based policy gradient model that predicts both the inverse decision bias and its dependence on memory. Our findings point to a significant role of associative memory in valuation of unchosen options and introduce a new perspective on the interaction between decision-making, memory, and counterfactual reasoning. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

Neural mechanisms underlying the hierarchical construction of perceived aesthetic value

Little is known about how the brain computes the perceived aesthetic value of complex stimuli such as visual art. Here, we used computational methods in combination with functional neuroimaging to provide evidence that the aesthetic value of a visual stimulus is computed in a hierarchical manner via a weighted integration over both low and high level stimulus features contained in early and late visual cortex, extending into parietal and lateral prefrontal cortices. Feature representations in parietal and lateral prefrontal cortex may in turn be utilized to produce an overall aesthetic value in the medial prefrontal cortex. Such brain-wide computations are not only consistent with a feature-based mechanism for value construction, but also resemble computations performed by a deep convolutional neural network. Our findings thus shed light on the existence of a general neurocomputational mechanism for rapidly and flexibly producing value judgements across an array of complex novel stimuli and situations.

What ugly and beautiful photographs reveal about COVID-19 lockdown experiences, everyday aesthetics and photography aesthetics

Against the backdrop of the COVID-19 pandemic, which restricted our daily (visual) experiences, we asked people to take an ugly and beautiful photograph from within their homes. In total, 284 photographs (142 ugly and 142 beautiful) and accompanying statements were submitted and brought to light an intimate portrait of how participants were experiencing their (lockdown) home environment. Results revealed an aesthetic preference for (living) nature. Beauty and ugliness were also connected to good versus bad views, mess versus cosiness, unflattering versus flattering portraits and positive versus negative (COVID-19) emotions. In terms of photography strategies, editing and colour were important for beautiful photographs, whereas a lack of effort and sharpness showed up relatively more in ugly photographs. A follow-up study revealed that other viewers' (n = 86) aesthetic judgements of the photographs were largely in line with the original submissions, and confirmed several of the themes. Overall, our study provides a unique photographic window on our everyday aesthetic experiences at home during the COVID-19 lockdown.

Cross-modal associations between paintings and sounds: Effects of embodiment

The present study investigated cross-modal associations between a series of paintings and sounds. We studied the effects of sound congruency (congruent vs. non-congruent sounds) and embodiment (embodied vs. synthetic sounds) on the evaluation of abstract and figurative paintings. Participants evaluated figurative and abstract paintings paired with congruent and non-congruent embodied and synthetic sounds. They also evaluated the perceived meaningfulness of the paintings, aesthetic value and immersive experience of the paintings. Embodied sounds (sounds associated with bodily sensations, bodily movements and touch) were more strongly associated with figurative paintings, while synthetic sounds (non-embodied sounds) were more strongly associated with abstract paintings. Sound congruency increased the perceived meaningfulness, immersive experience and aesthetic value of paintings. Sound embodiment increased immersive experience of paintings.

Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis

With the growing consumption market of yogurt products, the continuous innovation of packaging design has become the major means of enterprise marketing for fast-moving consumer goods. Because different combinations of packaging design elements affect the consumers in different ways, the contradiction between the product packaging design and consumer demand has impacted the further development of these products’ marketing. To explore the relationship between the constituent elements of yogurt packaging design and consumer preferences, four kinds of factors to the purchased products’ attributes were selected from the packaging design, including the graphics, packaging colors, packaging shapes and label texts. The consumers’ preferences for different attributes of yogurt packaging design were quantitatively evaluated by the Conjoint Analysis Method (CAM). Consumers showed the strongest preference for yogurt packaging shapes (39.017%), and were the most satisfied with the concrete graphics of cool colors (31.330%); the level combination of attributes most preferred by consumers is that of concrete graphics, cool colors, gable-top boxes and simple labels. The packaging design satisfying consumer preferences gave rise to positive purchase attitudes. Such research results facilitated the understanding of the consumption market and provided the theoretical support necessary for the development of yogurt packaging design to match the consumers’ preferences.

Memory and decision making interact to shape the value of unchosen options

The goal of deliberation is to separate between options so that we can commit to one and leave the other behind. However, deliberation can, paradoxically, also form an association in memory between the chosen and unchosen options. Here, we consider this possibility and examine its consequences for how outcomes affect not only the value of the options we chose, but also, by association, the value of options we did not choose. In five experiments (total n = 612), including a preregistered experiment (n = 235), we found that the value assigned to unchosen options is inversely related to their chosen counterparts. Moreover, this inverse relationship was associated with participants' memory of the pairs they chose between. Our findings suggest that deciding between options does not end the competition between them. Deliberation binds choice options together in memory such that the learned value of one can affect the inferred value of the other.