HEDONIC ASSIMILATION WITH SIMULTANEOUS PRESENTATION

  • Debra A. Zellner
  • Jennifer Cobuzzi

Abstract

A target painting was rated as less hedonically positive when simultaneously presented with hedonically negative context paintings and subjects were given instructions to view the paintings as a group than when the target was viewed alone (i.e., assimilation occurred). This is unlike what happens with sequential presentation which produces hedonic contrast. The hedonic assimilation was not diminished by having subjects compare the context and target stimuli, contrary to the ideas of Stapel and colleagues.

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