business ethics, ethical decision-making, implicit association test (IAT), implicit attitudes, implicit social cognition, mental processes, moral judgements,
Studies of the microgenesis of perception led to the hypothesis that global aspects of objects are processed faster than their details. If one starts with the assumption that low-frequency information of objects corresponds to the global, and high-frequency information to the local aspects, recognising objects should rely at first on information from the low-frequency channels and afterwards from that of the high-frequency channels. The priming paradigm provides a mean of investigating experimentally the temporal availability of low-frequency and high-frequency information in object perception. In the experiments subjects had to respond to target objects preceded either by related or by unrelated priming stimuli, which consisted of low-pass-filtered and high-pass-filtered versions of the objects. With the influence of stimulus complexity controlled, pictures of objects were chosen that varied in the number of intensity changes in the high-frequency components, with those of the low-frequency components kept constant. The exposure duration of each prime was varied between 40 and 100 ms. The results indicated that target identification only profits more from low-frequency than from high-frequency primes if the high-frequency information has a high level of complexity. If the number of intensity changes in the high-frequency components of the prime is low, target identification is most strongly facilitated. The results are discussed in terms of models which focus on organising principles at different scales.
Attention is crucial as a fundamental prerequisite for perception. The measurement of attention in viewing and recognizing the images that surround us constitutes an important part of eye movement research, particularly in advertising-effectiveness research. Recording eye and gaze (i.e. eye and head) movements is considered the standard procedure for measuring attention. However, alternative measurement methods have been developed in recent years, one of which is mouse-click attention tracking (mcAT) by means of an on-line based procedure that measures gaze motion via a mouse-click (i.e. a hand and finger positioning maneuver) on a computer screen.Here we compared the validity of mcAT with eye movement attention tracking (emAT). We recorded data in a between subject design via emAT and mcAT and analyzed and compared 20 subjects for correlations. The test stimuli consisted of 64 images that were assigned to eight categories. Our main results demonstrated a highly significant correlation (p<0.001) between mcAT and emAT data. We also found significant differences in correlations between different image categories. For simply structured pictures of humans or animals in particular, mcAT provided highly valid and more consistent results compared to emAT. We concluded that mcAT is a suitable method for measuring the attention we give to the images that surround us, such as photographs, graphics, art or digital and print advertisements.
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