The Influence of Familiarity on Affective Responses to ... - J-Stage

Kansei Engineering International Journal Vol.11 No.2 pp.81-89 (2012)

ORIGINAL ARTICLE

The Influence of Familiarity on Affective Responses to Natural Scenes – A Study of Kansei in Japanese Advertising – Jorge C. SANABRIA Z.*, Youngil CHO** and Toshimasa YAMANAKA* * Department of Kansei, Behavioral, and Brain Sciences, University of Tsukuba, Advanced Research Building D-211, 1-1-1 Tennodai, Tsukuba-shi, Ibaraki 305-8577, Japan ** Department of Information Design, Hiroshima Kokusai Gakuin University, 6-20-1 Akiku Nakano, Hiroshima-shi, Hiroshima 739-0321, Japan Abstract: This kansei study explored how familiarity with image-word combinations influences affective states. Stimuli were obtained from Japanese print advertisements (ads), and consisted of images (e.g., natural-scene backgrounds) and their corresponding headlines (advertising copy). Initially, a group of subjects evaluated their level of familiarity with images and headlines independently, and stimuli were filtered based on the results. In the main experiment, a different group of subjects rated their pleasure and arousal to, and familiarity with, image-headline combinations. The Self-Assessment Manikin (SAM) scale was used to evaluate pleasure and arousal, and a bipolar scale was used to evaluate familiarity. The results showed a high correlation between familiarity and pleasure, but low correlation between familiarity and arousal. The characteristics of the stimuli, and their effect on the variables of pleasure, arousal and familiarity, were explored through ANOVA. It is suggested that, in the case of natural-scene ads, familiarity with image-headline combinations may increase the pleasure response to the ads, and that certain components in the images (e.g., water) may increase arousal levels. Keywords: Image, Headline, Familiarity, Combination, Kansei

The purpose of this research was to explore Japanese subjects’ affective responses to natural-scene ad element combinations (i.e., images and headlines), by analyzing the effect of familiarity on pleasure and arousal. Furthermore, the independent influence of a given image’s components (e.g., water, mountains, etc.) on affective responses was investigated. A pre-experimental assessment and a main experiment were carried out on a Japanese university campus, using award-winning print ads as the source of stimuli.

1. INTRODUCTION In the field of marketing communications (marcoms), consumers’ affective responses to advertisements (ads) have been found to influence many aspects of behavior, such as attitude toward the advertisement (Aad) or purchase intention, and are of great importance in advertising research [1, 2]. A single ad exposure to a target consumer may transmit various messages, whose communicational effectiveness is difficult to measure. Many attributes of the ad (e.g., color, size or brand) can influence its impact on the consumer, and elicit recognition, familiarity, emotion, etc. An ad may induce affective responses that are difficult to identify, even with the use of biometric devices. Affective responses can be classified into Type 1 (lowerorder) and Type 2 (higher-order) [3]. Type 1 affective responses are immediate and involuntary, and reflect the evolutionary experience of the species (i.e., pleasure and arousal [4]). Type 2 affective responses are specific to the individual, and reflect past experiences in similar or related situations, as well as judgments and predilections to act based on those experiences (e.g., the feeling of familiarity). In an attempt to understand ads’ effects from a kansei perspective, the authors investigated how humans perceive natural scenarios and react to them, and the attitudinal implications to advertising. Received 2011.08.30 Accepted 2012.02.17

2. BACKGROUND 2.1 Marcoms-Effects Models Evolving ‘marcoms effects’ models (also known as ‘hierarchy of effects’ models) have dominated the field for over a hundred years, in the search for better integrative approaches to understanding how advertising works, and to measuring its effectiveness in communicating strategic messages. Fundamentally, marcoms-effects models involve fixed and non-fixed sequences of cognitive-affectivebehavioral stages (think-feel-do), which are the basis for the effectiveness of advertising [5]. For instance, such models might explain how awareness of a product is followed by liking/preference and finally purchasing. The Aad, usually measured according to marcoms-effects models, is defined as “a pre-disposition to respond in a favorable or unfavorable manner to a particular advertis-

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Kansei Engineering International Journal Vol.11 No.2

ing stimulus during a particular exposure occasion” [6], and is considered a specific type of affective response [7]. Some models of marcoms effects state that before an Aad develops, a primary affective response may be the first step in processing information [8]. This same pattern was found, for products and brands, by Vakratsas and Ambler in their extensive study on advertising models, which concluded that attitudes can be based on emotions [9]. Moreover, there is evidence that the attitudes and emotions elicited by ads carry over to products and brands [10] (e.g., the attitude of liking a car ad may be carried over to liking the advertised car as well).

situation”, and “is thought to be produced by a highly advanced function of the human brain” [18]. 2.3 Advertisement Elements The focus of this research was on image-word combinations 2 from natural-scene ad elements. The words composed a ‘headline’, a phrase that draws a reader into an advertisement. The impression from an ad’s imageheadline combination was studied as a whole, with no particular focus on headline semantics. Natural scenes are typically viewed as a meaningful whole (Gestalt). They can be recognized in a single glance, as quickly as recognizing a single component object [19, 20]. Nature has been a source of inspiration in life and art for centuries, and has been associated with beauty in various cultures. In Eastern Asia, the tradition of landscape art began in China where one of the primary aims of the artists was to represent nature as it is [21]. Even contemporary Eastern Asian artists are strongly influenced by nature, and this influence is reflected throughout society. For instance, recent research in advertising shows that ads displaying natural scenes tend to be more successful in Japan than in Western countries [22].

2.2 Familiarity and Kansei ‘Familiarity’ 1 may be defined as the frequency with which one has been exposed to an item in the past [11]. Zajonc’s ‘mere exposure’ theory [12] indicates that human beings inherently tend to generate favorable affective responses in relation to things with which they feel familiar. Some advertising models supporting Zajonc’s theory suggest that elements induced by the ads, including familiarity and affect, are the basis for generating preference [8, 13]. For instance, recent research by Kusumi et al. [14] reveals that frequent repetition of an ad increases familiarity and likeability, and that the developed attitude may facilitate intention to purchase. However, according to Mandler’s seminal essay on the judgment of value [15], familiarity is a “cold value” that although positive “is devoid of passion or fire”, and thus lacks strength to influence affective responses. Mandler suggests that autonomic nervous system (ANS) activity is what determines the intensity of emotion or affect, and that an interruption of expectations and/or predictions (e.g., an unexpected or incongruent event) is necessary to evoke ANS activity. As noted above, it is recognized that affective responses, even if negative, influence the attitude of consumers. However, many research methods still have unknown predictive validity. Poels & Dewitte, in their article on measuring emotions [16], suggest that multidisciplinary studies combining neuroscience and marketing should generate improved research with more accurate and creative methodology for experiments. In Japan, multidisciplinary research on kansei has become an important scientific focus. As defined by Harada, “kansei is a terminology which unifies concepts such as sensitivity, sense, sensibility, feeling, aesthetics, emotion, affection and intuition” [17]. It is unique to each person and often relates to experience. It may be described as an “ability of the human mind to determine how one feels in a particular

2.4 Self-Assessment Reports Verbal self-reports have been extensively used to measure affective responses to ads, although, because they involve cognitive processing, they are not reliable for measuring Type 1 affective responses (immediate and involuntary). This study applied a pencil-and-paper version of the Self-Assessment-Manikin (SAM) [23], a non-verbal self-report instrument whose main attribute is its reduction of the cognitive processing bias when measuring Type 1 affective responses. SAM is a 9-point picture-scale assessment instrument that directly measures three bipolar dimensions (pleasure, arousal and dominance) associated with a wide variety of stimuli, such as objects or events. According to the dimensional approach, the three bipolar dimensions adequately define affective states, and comprehend the full spectrum of human emotions [24]. Numerous studies have proven the validity and reliability of the SAM method, generating high correlations with a number of physiological measures [23, 25, 26]. The pictorial images (illustrations) for the pleasure dimension range from extremely pleasant to extremely unpleasant; for the arousal dimension, from extremely aroused to extremely calm; and for the dominance dimension, from totally controlled to totally in control. Dominance is often dismissed due to its weak independent 2

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‘Familiarity’ was translated into Japanese as shitashimi.

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‘Combination’ was translated into Japanese as kumiawaseru (“to combine; to join, put, or group together”).

The Influence of Familiarity on Affective Responses to Natural Scenes

effect [23], and such is the case in this study, wherein the scales applied were those that represent the two most commonly cited dimensions of affect: pleasure and arousal [4] (see Figure 1).

were modified by erasing people, animals and products (e.g., vehicles), and then reconstructed. Only static objects, such as buildings, were left as part of the natural scenes. Examples of images included a view of the sea, a field with grass and trees, and a snowy landscape with a Japanese temple. Color images (14 cm x 10 cm) were printed in either vertical or horizontal planes centered on an A4-sized page, and inserted on the right side of a binder. Each image was numbered at the bottom of the page, from 1 to 34 (Times New Roman at 26 points) (see Appendix 5). An evaluation sheet for assessing familiarity with images was printed at 14 points on an A4-sized page. It contained 34 consecutively numbered bipolar scales corresponding to the 34 consecutively numbered images. The scales were rated from left to right as: 5 = having (familiarity) to 1 = not having (familiarity) (see Appendix 4). At the top of the page were fill-in blanks for the subject’s gender and age. Headlines from the ads were used without modifying their contents. Examples of headlines included the Japanese translation for: “A woman with bodily strength”; “Once upon a time, in the middle of a forest”; and “Feels like I’m drinking liberty”. Headlines were numbered from 1 to 34 and printed as a list on the left side of a page (Japanese font MS P Gothic at 14 points). For assessing familiarity, a 5-point bipolar scale was printed next to each headline, in the same manner as for the images above (see Appendix 2). At the top of the page were fill-in blanks for the subject’s gender and age.

3. OBJECTIVE & HYPOTHESIS This study’s objective was to explore how kansei operates when Japanese subjects are exposed to natural-scene ad elements. Specifically, in line with Zajonc’s research [12], and challenging Mandler’s perspective [15], the influence of familiarity on both the pleasure and arousal dimensions was investigated. Considering that familiarity with natural scenes has a positive effect on viewer affect, and that this positive effect in turn influences viewers’ attitude to an ad and its elements, the following hypothesis was tested: H1 : A high level of subjective familiarity, as demonstrated by responses to natural scene image-headline combinations, should result in positive pleasure and arousal responses to those combinations. To determine the ad elements (images and headlines) for the main experiment, as well as to allow subjects to independently rate their familiarity with the respective elements, pre-experimental assessments were performed. 4. PRE-EXPERIMENTAL ASSESSMENTS 4.1 Stimuli and Materials Images and headlines were selected from 34 print ads in recent volumes of the Advertising Copy Annual [27], and scanned in color at 300 dpi. The ads had a similar layout consisting of image, headline, and other elements such as brand name, product shot, etc. Selection criteria required that ads showed natural scenes with headlines containing 15 or less words. An image-headline pair was selected from each ad, and isolated using computer design software. Images, most of them background to a product shot,

4.2 Procedure The independent assessment of familiarity with images and headlines was carried out on a Japanese university campus; 25 Japanese students (13 men and 12 women; age 20-23) from different university departments consented to participate. Stimuli were placed 50 cm from the subject’s seated position. First, each image was shown for five seconds, and assessed without time limitation. Subsequently, subjects were given the list of 34 headlines, and assessed them without time limitation. 4.3 Results and Analysis The assessment results for the 34 images and 34 headlines were tabularized. A one-way ANOVA analysis was conducted to identify significant differences between female and male subjects regarding their familiarity with the stimuli (p < 0.05). In light of the results, images showing a significant difference between genders were removed, along with their corresponding headlines. Similarly, headlines showing a significant difference between genders were removed, along with their corresponding images. A total of 11 image-headline combinations were

Figure 1: The Self-Assessment Manikin (SAM). Pleasure (top) and arousal (bottom) scales.

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removed. The resulting 23 image-headline pairs were used as stimuli in the main experiment.

task, and the evaluation system. The explanation of the usage of the scales included a list of words that belong to each extreme of the SAM scales; this was based on the Bradley & Lang procedures [28]. After the explanation, subjects filled in a consent form and were given the evaluation sheet to assess their affective responses. Instructions on the screen asked subjects to combine each pair of stimuli (image and headline) in their mind, and then assess their pleasure and arousal to, and familiarity with, the given combination, using the evaluation form. After completing the assessment of the 23 pairs of stimuli, subjects filled in their nationality, gender and age, and were dismissed.

5. MAIN EXPERIMENT In the main experiment, image-headline combinations were assessed in terms of the viewer’s level of pleasure, arousal and familiarity. To indicate the specific use of these terms as variables describing the evaluation of image-word combinations (and not single images or words) they are deployed here in italics as pleasure, arousal and familiarity. 5.1 Stimuli and Materials The 23 image-headline pairs were arranged as a sequence and displayed on a 12-inch monitor using presentation software. The sequence was defined as follows: stimulus number (2 sec), image (5 sec), headline (5 sec), and a pause for evaluation of the stimuli (no time limit). Digitized color images measured 14 cm x 10 cm, and headlines were set at 28 points (see Figure 2). An A4size evaluation form for assessing image-headline combinations was prepared, consisting of 23 sets of consecutively numbered scales corresponding to the numbered stimuli. Each set included: a SAM scale for assessing pleasure (rated from left to right as: 9 = happy to 1 = unhappy); a SAM scale for assessing arousal (rated from left to right as: 9 = excited to 1 = relaxed); and a 5point bipolar scale to evaluate familiarity (rated from left to right as: 5 = having familiarity to 1 = not having familiarity). Two sets of 3-scales were printed on each page.

5.3 Results and Analysis The 5-point scale familiarity results were normalized to the 9-point SAM scale (see Appendix 1). Means and standard deviations for each of the three variable results were calculated (see Table 1). In general, the means of the three variables (pleasure, arousal and familiarity) showed values close to the center of the 9-point assessment scale (center = 5), with the pleasure and familiarity values above the center. Familiarity showed a larger standard deviation than pleasure or arousal. The means corresponding to the 23 stimuli were standardized. Subsequently, a regression analysis was conducted in order to understand how the explanatory variable familiarity related to the dependent variables arousal and pleasure. Familiarity showed significant positive correlation with pleasure: RSquare Adj = .737; F Ratio = 62.83; p < .0001 (see Figure 3). However, no significant correlation was found between familiarity and arousal: RSquare Adj = –0.043; F Ratio = 0.085; p = 0.7733 (see Figure 4). At this point, the question arose whether individual components of the image might have a stronger relation to the affective responses than familiarity. With this concern in mind, an additional analysis was performed. Several

5.2 Procedure The sessions for assessing the image-headline combinations took place on a university campus. Students were invited to participate in a marketing communications study. The experiment was carried out with ethnic Japanese subjects in the Japanese language. Fifty students from various university departments participated (25 men and 25 women; age 20-23), who were different from the subjects in the pre-experimental assessments. Subjects sat 50 cm from the monitor. They were given the instructions, including the objective of the study, the explanation of the

Table 1: Means and Standard Deviations for explanatory and dependent variables

Figure 2: Experiment sequence: image followed by headline* *Simulated headline (‘Sense the beauty of the sea’)

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pleasure, but not for arousal. The positive correlation between familiarity and pleasure demonstrated by the results confirms Zajonc’s theoretical account describing how humans generate favorable affective responses to familiar things [12]. This outcome suggests that there is a clear relationship between the subject’s previous experience—which originates the feeling of familiarity—and the positive attitude that familiarity induces. On the other hand, no correlation was found between familiarity and arousal, and this result suggests that even combining images and words with the highest familiarity level will not produce a significant effect on consumers’ arousal. This outcome supports Mandler’s claim that familiarity is a value that does not elicit ANS activity [15]. In order to elicit arousal, and thus intensity of experienced affect, a different treatment of the stimuli characteristics may be needed. For instance, following Mandler’s theoretical framework, incongruity among the characteristics of the conjoined images and headlines should elicit an interruptive effect in contrast to familiarity. In the second investigation, concerning the influence on affect of individual components in a given ad, a significant relation was found between ‘water’ and arousal. This result indicates that even though familiarity did not correlate significantly with arousal in the case of the whole image-headline combination, there might be a direct relationship between arousal and familiarity with individual components of images. The method proposed to analyze the relationship between ad components and affective responses may shed new light on affect-research in advertising. By identifying the influence of associations between nature components and affective responses, it may explain the success of certain advertisements in Japan. In summary, the positive correlation identified in the study, between familiarity and one of the two tested variables (pleasure), suggests that natural scenes rated as highly familiar may be significant contributors to generating a pleasant experience in Japanese consumers. Consequently, based on the marcoms effects, the pleasure induced by the image-headline combination may carry over to the attitude toward the (Aad) and attitude toward the brand/product [10]. Although this study provided valuable insights into the relation between familiarity and affective states of pleasure and arousal, some limitations must be noted: • Complete ads were not used as stimuli; hence the influence of other ad components (e.g., product shots) was not considered. • The mere exposure of similar scenes may have increased familiarity with certain landscapes at an unconscious level [12].

Figure 3: Positive correlation between familiarity and pleasure

Figure 4: Lack of correlation between familiarity and arousal

components contained in the images were listed, in order to explore their effect on pleasure, arousal and familiarity, which were set as dependent variables. The components were architecture, water, grass, blue sky and mountains (see Appendix 3). Based on the premise that the presence of these components might have an effect on arousal, a one-way ANOVA was applied. It was found that among the five components, only water was statistically significant in the case of arousal (see Table 2). 5.4 Discussion and Conclusions In this study, the influence of familiarity on affective responses (pleasure and arousal) to combinations of ad elements (images and headlines) was investigated. Overall, the tested hypothesis was found to hold for the variable Table 2: ANOVA results for image components and dependent variables

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• Comparisons between natural scenes and non-natural scenes should be performed to reinforce the present findings. • The independent contribution of images/headlines to pleasure/arousal could not be measured, because the main experiment was based on image-headline combinations. • Analysis concerning the headlines’ structure (e.g., rhetorical figures) was not performed. • The sample pool should be extended to other populations, beside students, to broaden the compass and relevance of the results. The findings highlight the importance of familiarity in explaining the critical connection between human kansei and nature, a fascinating relationship to be explored in advertising-effectiveness research. Further studies may focus on (a) which characteristics of the image-word combinations (e.g., the types of vegetation in the image, or the number of verbs in the headline) tend to enhance affective responses in the pleasure and arousal dimensions, and (b) the different interactive relationships between those characteristics and the variables of pleasure, arousal and familiarity.

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ACKNOWLEDGEMENT This study received the “Best Presentation Award” at the KEER 2010 International Conference in Kansei Engineering and Emotion Research; it was presented under the name “Influence of Familiarity on Emotional Responses to Natural-Scene Ads”. The event took place at the Arts et Metiers ParisTech in Paris, France.

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Jorge C. SANABRIA Z Jorge Sanabria is a Ph.D. student (Kansei Science) in the Department of Kansei, Behavioral, and Brain Sciences at the Graduate School of Comprehensive Human Sciences of the University of Tsukuba. His work has focused on advertising effectiveness, particularly the role of familiarity and incongruity in the generation of affective responses. As a practitioner, he has worked in the marketing department of global companies such as L’Oréal and Sony, and as a marketing/design consultant for several firms and organizations in the USA, China, Mexico and Japan. As a professor, he has taught marketing for design and architecture, at the undergraduate and graduate level in Mexico City. His current interests are consumer psychology, concept combination (mental synthesis), and creative cognition. He has been a member of the Japanese Society of Kansei Engineering since 2003.

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Youngil CHO Youngil CHO is a PhD (Kansei Science) and a Prof. of Information Design of Hiroshima Kokusai Gakuin University, Japan. His current research interests focus on motion graphics in visual design. He received his B.A. from Hongik University majoring in textile art and multi-media in 2001, and his PhD from the University of Tsukuba in 2010. He worked at AD capsule Soft Inc., and ONE of N Inc., Seoul, Korea, as a project-manager in 2001-2004. He designed and managed the websites of Pepsi Korea and Sheraton Grande Walkerhill Hotel. He applies his successful work experience in the teaching of his students at University. He has been a member of the Japanese Society of Kansei Engineering since 2005. Toshimasa YAMANAKA Toshimasa YAMANAKA is a Professor in the Faculty of Art and Design and in the Doctoral Program in Kansei, Behavioral, and Brain Sciences, of the Graduate School of Comprehensive Human Sciences at the University of Tsukuba (since 2005). He received his Master’s from the Graduate School of Industrial Design at Chiba University, and his PhD in Kansei Science from University of Tsukuba. He has worked in the Industrial Design Section at the Asahi Opt. Co., Ltd. (known as PENTAX, 1982-1994), and been a Research Associate in the Design Processes Laboratory of the Illinois Institute of Technology (1990-1992). From 2002-2003, he was also a Researcher in the Studio Lab of the Faculty of Industrial Design, Delft University of Technology. He is now the President of the Japan Society for the Science of Design (JSSD) and a Board member of the International Association of the Societies of Design Research (IASDR). He is also a board member of the Japan Society of Kansei Engineering (JSKE).

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APPENDIX Appendix 1: Subjects’ response to association of visual & headline on 9-point scales

Appendix 3: Binary data used to explore the effect of visual components on affective response (1 = include; 0 = lack)

* Familiarity, originally assessed on a 5-point scale, was normalized to a 9-point scale.

* ‘Arch.’ stands for to architecture (buildings, houses, etc); ‘Mts.’ stands for mountains

Appendix 4: Sample of the bipolar scales used to evaluate familiarity to images in the pre-experimental stage (Japanese words: ‘familiarity’ (top-center); ‘having’ (top-left); ‘not having’ (top-right)

Appendix 2: Sample of headlines* and bipolar evaluation scales used at the pre-experimental stage (Japanese words on top of the scale: in the center ‘familiarity’; on the left ‘not having’; on the right ‘having’) * Simulated advertising headlines different from the copyrighted ones used in the experiment.

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Appendix 5: Sample of binder’s modified picture used in the pre-experimental stage (vertical alignment), with the corresponding number of the bipolar scale

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