Karim Ahmed A, Lützenkirchen Britta, Khedr Eman, Khalil Radwa
Department of Prevention and Health Psychology, SRH Fernhochschule - The Mobile UniversityRiedlingen, Germany.
Department of Psychiatry and Psychotherapy, University of TübingenTübingen, Germany.
Front Psychol. 2017 Aug 23;8:1410. doi: 10.3389/fpsyg.2017.01410. eCollection 2017.
Have you ever noticed that in watch advertisements the time is usually set at 10:10? The reasons and psychological effects of this default time setting are elusive. In Experiment 1, we hypothesized that watches showing a time setting resembling a smiling face (10:10) would enhance emotional valence and intention to buy compared to a neutral time setting (11:30), whereas a time setting resembling a sad face (8:20) would have the opposite effect. Moreover, we investigated a possible interaction effect with the gender of the participants. In Experiment 2, we directly tested the hypotheses that watches set at 10:10 resemble a smiling face, whereas watches set at 8:20 resemble a sad face. The data of the first experiment reveal that watches set at 10:10 showed a significant positive effect on the emotion of the observer and the intention to buy. However, watches set at 8:20 did not show any effect on the emotion or the intention to buy. Moreover, watches set at 10:10 induced in women significantly stronger ratings of pleasure than in men. The data of the second experiment show that participants consistently perceive high resemblance between watches set at 10:10 and a smiling face as well as high resemblance between watches set at 8:20 and a sad face. This study provides for the first time empirical evidence for the notion that using watches with a time setting resembling a smiling face (like 10:10) can positively affect the emotional response of the observers and their evaluation of a seen watch, even though they are not aware of the fact that the shown time setting is inducing this effect. Practical implications of the observed findings and alternative explanations are discussed.
你是否注意到，在手表广告中，时间通常设定为10:10？这种默认时间设置的原因和心理影响难以捉摸。在实验1中，我们假设，与中性时间设置（11:30）相比，显示类似笑脸时间设置（10:10）的手表会增强情感效价和购买意愿，而类似哭脸的时间设置（8:20）则会产生相反的效果。此外，我们还研究了与参与者性别的可能交互作用。在实验2中，我们直接测试了以下假设：设置为10:10的手表类似笑脸，而设置为8:20的手表类似哭脸。第一个实验的数据表明，设置为10:10的手表对观察者的情绪和购买意愿有显著的积极影响。然而，设置为8:20的手表对情绪或购买意愿没有任何影响。此外，设置为10:10的手表在女性中引起的愉悦评分明显高于男性。第二个实验的数据表明，参与者一致认为设置为10:10的手表与笑脸高度相似，设置为8:20的手表与哭脸高度相似。这项研究首次为以下观点提供了实证证据：使用具有类似笑脸时间设置（如10:10）的手表可以对观察者的情绪反应及其对所见手表的评价产生积极影响，即使他们没有意识到所显示的时间设置正在产生这种效果。本文讨论了观察结果的实际意义和其他解释。
