Kuzinas, Arvydas

Šio darbo tikslas – nustatyti vartotojų emocijų ir reklamos šūkio emocijų atitikimo įtaką prekės vertinimui. Tyrime dalyvavo 54 respondentai: 14 vyrų ir 40 moterų, kurių amžius – nuo 18 iki 64 metų. Tyrimui atlikti buvo pasirinktas eksperimentas. Tyrime analizuojama, ar emocijų ir reklamos šūkio malonumo atitikimas turi įtakos prekės vertinimui, kokybei ir norui ją įsigyti. Per eksperimentą dalyviams buvo taikomi emociniai dirgikliai, susiję su tiriamųjų nuotaika – teigiama arba neigiama, kuri buvo sukelta prisiminimų užduotimi. Lingvistiniai dirgikliai pasireiškė per reklamos šūkius, pateiktus su skirtinga emocija: teigiama, neigiama, neutralia. Kognityviniai dirgikliai buvo susiję su prekės vertinimo užduotimis, kurias dalyviai atliko po kiekvieno reklamos šūkio įvertinimo. Eksperimento rezultatai: nustatyta, kad, kai teigiamas reklamos šūkio malonumas sutapo su vartotojo emocijų malonumu, prekės kokybė buvo vertinama teigiamiau; kai neigiamas reklamos šūkio malonumas sutapo su vartotojo emocijų malonumu, prekės kokybė taip pat buvo vertinama teigiamiau.

Proportions are one of the primary components of successful image composition during the visual art creation process, which, in turn, is determinant of the variety of effects of images on the viewer, including emotional reactions, attention, and aesthetic preference. The importance of image width and height ratio is especially visible in the current trend to adopt the widest possible screens in a variety of modern creative media applications: photo, video, computer games, etc. In the present study emotional and aesthetic evaluations of the three most popular aspect ratios that are used in digital media devices were compared. This was achieved by assessing emotional arousal and valence ratings together with the interest and appeal evaluations of realistic photos presented in 4:3, 16:9, and 21:9 aspect ratios. The results demonstrated that the widest images did not have an inherent advantage – photos presented in the mid-wide aspect ratio of 16:9 could be considered as more effective, because they were rated as evoking the most positive emotional reactions and as the most liked pictures. This demonstrated that single design features can have an independent emotional effect, which needs to be considered in visual design aiming to evoke emotional reactions to the viewer.

This paper presents the results of an experiment that aimed to analyze whether the presence of an olfactory stimulus within a controlled environment influenced the learning process. Additionally, it was investigated whether exposure to the olfactory stimulus during the encoding and storing of knowledge activated cognitive connections that facilitated the retrieval process. Finally, it was examined whether perceiving this stimulus during a test led to the recall of more specific memories, including semantic, episodic, or implicit memory. Fourteen students, comprising 3 men and 11 women, were recruited and divided equally into a control group and an experimental group. The experiment took place in a controlled laboratory environment on two different days, labelled Day 1 and Day 2, with each group experiencing different conditions. While no significant diffe rences were observed between the groups, self-assessment reports emphasized the perceived importance of the olfactory sense. The author recommends further research on a larger scale to elucidate the complex relationship between olfactory stimuli and memory processes. Despite its limitations, this study underscores the significance of investigating the role of smell in memory formation, offering a promising avenue for future research in psychology.

Images are an integral part of any visual advertisement, regardless of medium. Whether online banner, digital screen, or wall poster, the decisions of professional designers on how to compose those images are often based on specific rules of composition that describe proper cropping or object placement techniques. However, existing research shows that even individual visual elements can affect the complexity of an image and influence cognitive processing, which, in turn, can affect not only attention or memory, but also the emotional reaction of the viewer. This study aims to explore the influences of some popular composition techniques on the perceived complexity of an image, and their possible impacts on the effectiveness of visual advertisements – specifically, public service announcements (PSAs) promoting pro-environmental behavior. To this end, two experiments were conducted. The first experiment explored the role of image composition characteristics on the perceived complexity of a picture, and evoked emotions by manipulating the level of cropping and object merging in images. The results of this experiment demonstrated that composition affected image complexity ratings, and at the same time that simplicity correlated with the positive valence of the emotional reaction evoked. The second experiment assessed the impact of image complexity on the effectiveness of PSAs. After observing PSAs containing more complex images, participants demonstrated significantly higher intentions to behave pro-environmentally. This effect was not influenced by the different types of text-based messages used in the PSAs. These findings demonstrate that composition is an important factor that can have a significant impact on the effectiveness of visual advertisements by influencing the attention, emotions, and intentions of viewers of advertisements.

Three field studies using norm-based public service announcements were carried out in a university context. The studies yielded inconclusive results, pointing toward the need to investigate the contextual and individual effectiveness of persuasive communication based on making social norms salient. The presented studies are discussed as the first steps in introducing persuasive pro-environmental communication in a specific university context and some ways forward are proposed.