...study of music and colour Fei-Fei Chenga, Chin-Shan Wub and David C. Yenc* a Department of Information Management, Southern Taiwan University of Technology, Yung-Kang, Tainan, Taiwan, Republic of China; bDepartment of Electronic Commerce, WuFeng Institute of Technology, Ming-Hsiung, Chia-yi, Taiwan, Republic of China; cDepartment of Decision Sciences and Management Information Systems, Miami University, Oxford, OH, USA (Received February 2007; final version received October 2007) The current study is a convergence of two research orientations: the effect of ambient factors (e.g. music and colour) in physical stores and the website design in cyber context. The former emphasises the influence of sensory stimuli on the shoppers’ responses; whereas the latter address the relationship between website design factors (e.g. usability) and the performance of a virtual store. This article aims to bridge the gap between the above research orientations and explores the impact of two environmental elements – music and colour – of an online store on the consumers’ emotions – considered as direct antecedents to shopping behaviours – by employing a laboratory experiment. The results indicated that both music and colour reveal significant effects on respondents’ emotional responses. To be more specific, participants felt more aroused and pleasant when they were under fast music and warm colour conditions than those who were exposed to an environment with slow music and cool colour. In addition, the...
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...Psychological report on the Stroop effect By Thomas Silk Abstract The aim of this experiment is to study autonomic processes by replicating the previously carried out Stroop effect by using numbers. My hypothesis was that participants will be slower to properly identify the colour of ink when the ink used to produce colour names different from the ink. That is, observers were slower to identify red ink when it spelled the word blue. A number of 20 random participants aged in between 17-18 were recruited to participate in this experiment. Participants were presented with one condition for 10 participants and a second for the other 10.The first condition had the words of colours and were printed in a different colour ink, and the second condition the words were printed in the corresponding colour. Based on the results, participants took a considerably longer time to say the number of number in the incongruent condition than in the congruent condition. This corresponds to the earlier research carried out by Stroop. Therefore, it can be said that the powerfully autonomic nature of reading words is as same as reading numbers, as it is such a well-learned automatic activity it does interfere with the task. Introduction When you first learned to tie shoelaces you needed to carefully think through each step of the process. Now, you probably do not even seem to think about the steps, but simply initiate a series of movements that seem to proceed without any further influence. When a...
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...VISUAL COMMUNICATION CA1 CORPORATE IDENTITY PROGRESS JOURNAL : “JOMENTS” VISUAL COMMUNICATION CA1 CORPORATE IDENTITY PROGRESS JOURNAL : “JOMENTS” JUDY TING PING CHU (1632082) [DMC/FT/1A/02] 1632082 1632082 JUDY TING PING CHU (1632082) [DMC/FT/1A/02] 1632082 1632082 COMPANY NAME: Joments Slogan: priceless little moments Products: watches Target audiences(age): both males and females, about the age of 12(teens) to 35(young adults) Competitor 1: Daniel Wellington * Selling Price: (price range: $200+ to $300+) For leather straps, the bigger face (40mm) costs $319 while the smaller face (36mm) costs $269 For NATO straps, the bigger face (40mm) costs $279 while the smaller face (36mm) costs $229 * Logo: -simplistic, yet clean looking, easy to remember and recognize too -bold fonts. * Unique Selling Proposition: Daniel Wellington (DW) believe that the traditional, yet crisp design blends together perfectly with the colourful NATO strap and elegant leather strap who will appeal to almost everyone with a sense for classic and timeless design. Minimalistic designs of the watches appeal to many of the teens worldwide. * Famous Products: -Classic St Mawes -Classic Sheffield -Classic Durham Competitor 2: Casio * Selling Price: (price range: $99 to $200+) * Logo: -simple, font is very bold * Unique Selling Proposition: ...
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...P3 How top man, Tiger, Vodafone use psychology to attract their customers. There are two different types of psychology which are tangible and intangible Tangible techniques Window display - Top man Top man do have a window display which is where they will advertise their big sales and new items and they cover almost the whole window with these posters and signs and this is a great psychology technique they use because they make the poster that big that you can’t see through much of the shop and this makes it impossible to miss the sign so when you read it you get attracted by the “sale” “discount” word which are on the posters which create an excitement for the customers and it makes you have to walk in and see what they have to offer and you can’t window shop as the posters cover up all the items so the psychology drags you into the store - Vodafone Vodafone window display is really basic and simple they have a clear big glass Company name/ branding - Top man Top man also have another shop in there shop which is called “Topshop” which is a female clothing shop and the psychology behind this is that they both have their company names the same as they are the same company and in the branding they have top man name first and Topshop next to it and Topshop is up stairs which you have to go through top man before you go Topshop and they do this so when females go with their boyfriends/male friends/ husbands they end up staying in top man looking through there before...
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...conditions involving moral and immoral words appearing in either black or white. They also wanted to see if the time taken to name a colour differs when it black which connects to immorality or in white which relates to morality. In addition to this they added in 2 conditions which took place before naming the colours. They used a series of metaphors in order to explain many of their concepts. Their first study was based on an experiment done by Meier et al (2004) using the Stroop colour- word task (1935). They used the same words and found that immorality-blackness associations operate quickly and automatically. These associations influenced performance on the Stroop task, so a task that requires identifying colours does not require any moral evaluation and can be performed quickly. The second study was the same as the first but used a new set of words, in order to test whether the moral Stroop effect is susceptible to conditions that make immorality more prominent, this was similar to a study by Zhong and Liljenquist (2006). Alongside this task another small task was introduced where they had to read a story which either had a morally wrong or right answer. After analysis of the results they found that people, who showed no Stroop effect initially, were affected by simply being exposed to unethical behaviour, so they started to associate colour with the morally relevant words. However participants who had shown the Stroop effect at first, decreased this time round, which suggests...
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...Barangay Commonwealth, Quezon City Campus _________________________________________ “How Color Psychology affects Consumer Behavior” Term Paper in General Psychology _________________________________________ Submitted to Prof. Artemus Cruz _________________________________________ Submitted by Michelle P. Garcia BSBA MM 3-1 _________________________________________ March 26, 2013 I. Introduction Colors play an important role in our lives. It gives meaning to everything we see. As Human our color vision influences everything from our art and poetry to the colors we paint our homes and the clothing we choose to buy. Colors distinguish a thing from the other. Colors determine our emotions. Pablo Picasso once quoted, “Colors like features follow the changes of the emotions”. Do you feel happy in a yellow room? Does the color blue make you feel calm and relaxed? Artist and interior designers have already proven how color can dramatically affect moods, feelings and emotions. Color is a powerful tool when it comes to communication and can be used to signal action, influence mood and cause physiological reactions. How color affects the effectiveness of the business? Marketing is a science of satisfying human wants and needs. When this filed acquires the principles of color psychology, it would be a great help for the marketers influence consumer behavior. Since color is an n important factor...
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...Kyoto, the company changed its business and has become well-known all over the world for its numerous innovations in interactive entertainment. Nintendo has been manufacturing and selling hardware and software for systems such as Wii, Nintendo DS and Nintendo DSi from the 1980’s. Mario, Donkey Kong, Pokémon, or Zelda for the most famous characters from Nintendo’s video games, still are great classic nowadays and are recognisable by most of people. The corporation is now one of the most popular and the leader of the video games market. It could be argued that its continued success as a gaming company is due attributable to an understanding of the psychology of marketing and consumer behaviour. This assignment will evaluate the extent to which Nintendo have successfully applied the theories and topics studied as part of the module of Psychology of Marketing. Each part of this assignment will consider a different aspect of the consumer behaviour: perception, attitude, motivation and involvement. “Customer perception is reality” (Piercy, 2009) “What is the first thing that pops into your head?” This is the question asked by Brand tags, a website which registers words or phrases sent by internet users who answer this question about brands. Thus, this website can provide the way people think about brands. When users were asked about Nintendo, many words or expressions have been answered. Here are the most common and repeated words: “Super Mario”, “games”, “fun”, “Wii”, “old school”...
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...to three tests, one test included testing time taken to read colour words which had the same colour as the word stated, the second test was to record the time taken to read words colour words that had different colours as the colour word stated and the third and final test was to test the time taken for the individual to read neutral words containing different colours. The study was undertaken to determine whether there was a reduction in the stroop effect which was to be based on the time taken to accomplish the three tasks, it was found out that indeed the stroop effect reduced ands this was noted due to the reduction in the time taken in reading the third task. Introduction: The stroop effect is viewed as the interference when undertaking a task; this effect was first coined by Ridley Stroop in 1935. his findings were that there was usually a delay when naming a colour name which is written in a different colour, example writing the word RED in colour red would result into much easier to read than if RED is written in blue, this is due to the stroop effect. Some theorists have come up with explanation of this effect and this includes the speed to process theory and the selective attention theory. According to the speed of process theory the stroop effect is viewed as an interference which occurs because the words are read faster than colour naming, this theory states that words are easily read than the colours and for this reason the effect occurs. The selective attention...
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...LEARNING UNIT: Critical Studies: Interior Design, 3rd Year. MODULE TITLE: Environmental Psychology (Psychology Of Space) SEMESTER: One TERM: One STUDENT NAME: Natasha Millar STUDENT NUMBER: 13-015 | | Environmental Psychology examines the interrelationship between environments and human effect, cognition and behaviour (Bechtel & Churchman 2002:187). The environment in which we are situated influences our behaviour and correspondingly our behaviour influences our environment (Kopec 2012:1). Using Kopec’s Cognitive, Socio-cultural and Neurobiology perspectives, I will be analysing four spaces within Section 4 of Constitution Hill, and how these environments have psychologically impacted on the prisoners by visually analysing the prison through the use of illustrations and research. The Socio-Cultural perspective explores behavioural and learning perspectives. Our daily social conditions such as status, gender norms and expectations, operate in conjunction with cultural traits such as tradition, ethnicity and our religious beliefs, in order to produce certain behaviours (Kopec 2012:5). The Cognitive behavioural theory focuses on the way in which we process information and how that information then affects our behaviour (Kopec 2012:5). This particular perspective will focus on how a prisoner gains knowledge, or becomes aware of events or objects within his environment...
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...“SCIENCE FICTION OR SCIENCE FACT” ARE WHITES INHERENTLY MORE INTELLIGENT THAN BLACKS ? ( Delroy Constantine-Simms University of Essex (UK) & Marciea Monique McMillian University of North Carolina at Chapel Hill (USA) ABSTRACT The publication of Hernstein & Murray’s (1994) “The Bell Curve” appears to be the latest expression of pseudo scientific theories with respect to race and intelligence. This paper gives an historical and ideological insight behind the development and application of intelligence tests by citing examples of their impact on legislation, social policy and intervention programmes in relation to Blacks. More importantly, a discussion of cultural bias in test design focuses on the response of Black psychologists who developed Black intelligence tests that portray whites as intellectually inferior in the same manner that Blacks are portrayed as intellectually inferior on tests devised by white psychologist. Furthermore, The hereditary perspective of intelligence is challenged by empirical evidence that centres on children with white ancestry to assess whether white genes influence intelligence while citing several sources that support the environmental explanation of the race gap in test scores. Consequently, this discussion questions the reliability and validity of intelligence tests that are used to reinforce the Black intellectual inferiority myth. The conclusive argument suggests in no uncertain terms that the Bell Curve is nothing more than the repackaging...
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...people to decipher the colour when it was not linked to the word. When a behaviour or skill seems to no longer require direct interaction, cognitive psychologists say it is automatized. Many behaviours can become automatized: typing, reading, writing to name just a few. To explore properties of automatized behaviours cognitive psychologists often put observers in a situation where an automatized response is in conflict with the desired behaviour. This allows researchers to test the behind-the-scenes properties of automatized behaviours by noting their influence on more easily measured behaviours. This demonstration explores a well-known example of this type of influence, the Stroop effect. Stroop (1935) noted that observers were slower to properly identify the colour of ink when the ink was used to produce colour names different from the ink. That is, observers were slower to identify red ink when it spelled the word blue. This is an interesting finding because observers are told to not pay any attention to the word names and simply report the colour of the ink. However, this seems to be a nearly impossible task, as the name of the word seems to interfere with the observer's ability to report the colour of the ink. A common explanation for the Stroop effect is that observers have automatized the process of reading. Thus, the colour names of the words are always processed very quickly, regardless of the colour of the ink. On the other hand, identifying colours is...
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...What is Psychology? Psychology – the scientific study of the human mind, mental states, and human behaviour. History of Psychology • Like Anthropology, Psychology is not very old • Born in the late 19th Century in Germany • Root word of Psychology is “Psyche” meaning “soul” Why did it take so long for Psychology to develop and be created? • Religions stood as an obstacle to the development of psychology Psychology became divided due to the fact that people disagreed about… 1. What to study 2. Methods of study – how to study psychology (experiments/interviews) 3. What the goal of psychology was (treatment/way to understand people) Branches of Psychology 1. Psychoanalysis – studies where it all came from/originated • Believes it is unconscious thoughts that make you who you are – Helps to predict behaviour • Unconscious Thoughts – thoughts you are not aware of • Childhood is the key to life and who you are • Children have natural desires • Childhood desires get “bottled up” • Believes that childhood memories that get “bottled up” come back to haunt you later in life • Sexual desire is “bottled up” in teens • Believes that troubled adults are people who have not approved of their childhood • Not very scientific Ways of Study • Dream Interpretation • Hypnotism • Free Association 2. Behaviourism – studies conscious thoughts and actions • Also believes childhood is crucial • Takes what you say seriously • Believes that you learn to behave in a certain...
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...have selected a TV advert from Harley Davidson (see attachments). The main message they are trying to get across to the consumers is to make this year the year to do all the things you have always wanted to do. Not to let anything hold you back. My second piece is a poster from Apple; it depicts the release of their iPod Nanos (see attachments). They are announcing their new release, the iPod Nano, which is being sold in a variety of different colours. The Harley Davidson (HD) advert shows four shorts clips of four different consumers putting on HD attire and getting onto a HD motorcycle and driving away. The various spokespeople talk personally to the viewer by using personal words such as “me” and ‘I’m”. They are telling them what their goals are and that they will achieve these goals. At the end of the advertisement it flashes the phrase “Make this the year”. The advertisement starts off slowly and gathers momentum throughout by increasing the speech and the volume of the background music. People associate the colour black with sophistication, power, authority and mystery...
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...Developmental psychology Cognitive development Tests of egocentrism You are learning how to… • Compare and evaluate methods for investigating children’s thinking. In the context of… o Piaget’s pre-operational stage and tests of egocentrism. The ‘three mountains’ task (Piaget & Inhelder, 1956) In Piaget’s original test of egocentrism the child is shown a three dimensional model of three mountains. They are different sizes and colours and have different features (e.g. a cross, a house, some snow). After the child has had an opportunity to explore the model, a doll is introduced. The doll is placed so that it is ‘looking’ at the model from a different position from the child’s. The child is asked what the doll can see, and indicates its answer by choosing one from a range of pictures, each showing the mountains from a different point of view. Piaget and Inhelder (1956) found that four year-olds almost always chose a picture that represented what they could see and showed no awareness that the doll’s view would be different from this. Six year-olds frequently chose a picture different from their own view but rarely chose the correct picture for the doll’s point of view. Only at seven or eight years old did children consistently choose the picture that matched the doll’s viewpoint. The ‘turntable’ task (Borke, 1975) In Borke’s test of egocentrism the child is given two identical models of a three-dimensional scene (several different scenes were used including...
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...Color Psychology Paper Research Question: How does color affect one’s mood? Review of Literature: Colors may just seem simple and unimportant, but they affect our daily lives more than we may know. If someone is feeling angry, it could just be because they’re angry, or it could be perhaps that they are surrounded by or looking at the color red. That’s right! People’s moods can change just because they are looking at different colors! There are many theories on how just a simple color can change one’s whole mood. According to Johnson (2007), color does affect mood by producing certain chemicals and stimulating different feelings such as hunger. For example, blue can make one feel calm because it releases calming chemicals, and red can make one hungry because it is an appetite stimulant. Yellow can make one feel irritated, and it is a fact that people lose their temper most in yellow rooms. However, pink is tranquilizing and can make one feel weak. In conclusion, Johnson says that depending on the color, one’s body can do things (like producing chemicals) that cause a certain emotional reaction (mad, sad, etc.). Another idea, by Smith (2007), is that the effect color produces is based on what one’s body does in response. For example, yellow is mentally stimulating, and activates memory, whereas red increases confidence. Also, brown can make a person feel orderly and stable, while a dark blue can make one feel sad. Therefore, Smith says that different colors do in fact change...
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