Effects of Preceding Context on Aesthetic Preference

Abstract

Two experiments were conducted to examine sequential context effects on judgments of liking for artistic photographs. In Experiment 1, target photographs were preceded in a sequence by context photographs prerated for liking. The results showed that viewing time and response time for targets increased when preceded by highly liked context photographs. However, ratings of liking for targets were unaffected. In Experiment 2, target photographs were preceded by pleasant or unpleasant context photographs. An assimilation effect on target ratings was produced by unpleasant context, with targets rated lower for liking. Both pleasant and unpleasant context photographs affected viewing time and response time for targets. Overall, the results from both experiments show that the presence of an artwork that immediately precedes another artwork in a sequence can affect the processing of the subsequent artwork. This suggests that the positioning of artworks in sequences can produce context effects on art appreciation.