Wang Xiaoyi, Huang Yujing, Ma Qingguo, Li Nan
School of Management, Zhejiang University, Hangzhou, People's Republic of China.
Neuroreport. 2012 Oct 3;23(14):862-6. doi: 10.1097/WNR.0b013e3283587161.
Using event-related potential measures, the present study investigated the affective responses to aesthetic experience. To differentiate the objective aesthetic value from subjective aesthetic evaluation, an amended oddball task was used in which pendant pictures were presented as frequent nontarget stimuli, whereas the landscape pictures were presented as a rare target. The pendant pictures were chosen from the largest online store in China and divided into beautiful and less beautiful conditions by the sales ranking. A positive component, P2, was recorded for each condition on the participants' frontal, central and parietal scalp areas. Less beautiful pendants elicited greater amplitudes of P2 than the beautiful ones. This indicates that emotion arousal seems to occur at the early stage of processing of aesthetics and can be detected by the P2 component, implying that the event-related potential methodology may be a more sensitive measure of the beauty-related attention bias. From the perspective of artwork design and marketing, our finding also shows that P2 can potentially be used as a reference measure in consumer aesthetic experience.
本研究采用事件相关电位测量方法，探究了对审美体验的情感反应。为了区分客观审美价值和主观审美评价，使用了一种改良的oddball任务，其中挂件图片作为频繁出现的非目标刺激呈现，而风景图片作为罕见目标呈现。挂件图片选自中国最大的在线商店，并根据销售排名分为美观和不太美观两种情况。在参与者的额叶、中央和顶叶头皮区域记录了每种情况下的一个正向成分P2。不太美观的挂件比美观的挂件引发了更大的P2波幅。这表明情绪唤起似乎发生在审美处理的早期阶段，并且可以通过P2成分检测到，这意味着事件相关电位方法可能是一种更敏感的与美相关的注意力偏向测量方法。从艺术品设计和营销的角度来看，我们的发现还表明P2有可能用作消费者审美体验的参考测量指标。
