Effects of Picture Modification on Emotional Impact

Schneider, Anke and Leitenbauer, Markus (2019) Effects of Picture Modification on Emotional Impact. WU Vienna University of Economics and Business, Vienna.

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Abstract

The aim of the study was to find out if there are features of an image which influence the emotional output to improve the affective pictorial stimuli for advertisements especially in tourism. The present study bases upon emotional pictures of the IAPS which were modified in several ways. In a first step the 18 most desperate images according to Russell's affective space were selected. The second step was the modification from an original picture to a grayscale picture, to a low luminance picture, to a high luminance picture, to a vertical reflected picture, to a high chroma picture and to a blurred picture. In a third step participants were asked to fill out a questionnaire and to rate the evoked emotions using SAM. Results show, that there are important factors of an image which influence the emotional reaction and which could be used to improve the pictorial stimuli for marketing.

Item Type: Paper
Keywords: pictures, emotion, IAPS, SAM, tourism marketing
Divisions: Departments > Marketing > Service Marketing und Tourismus
Depositing User: ePub Administrator
Date Deposited: 24 May 2019 12:21
Last Modified: 24 May 2019 13:22
Related URLs:
URI: https://epub.wu.ac.at/id/eprint/6970

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