Exploring the influence of visual stimulus to preference -evidence from pupillary response

• Main Authors: Hou Chih-Ming, 侯致名
• Other Authors: Tang Da-Lun
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/59463365218611029972

碩士 === 中國文化大學 === 資訊傳播研究所 === 93 === The research that the preference has never stopped all the time, the aspect discussed is quite widely, method of measurement mostly are by subjective survey, but the survey is often apt to fake or filling in carelessly, if it can find a kind of objective standard and carry on measurement, it can raise up the value of research. According previous research literature, pupil probe could response that attitude changing which quite be debated and argued in psychological field, but using the pupil changing evidence to reflect that the attitude changed, it is a new attempt in propagation field. It was mostly hearing stimulate in past research because of experiment environment and instrument, it was rarely vision stimulate experiment. The research attempt to using vision stimulate experiment, and aim to debt question in past and appropriate controlling, using improved experimented, stimulate materials and controlling the luminance way, assort with the modern advanced pupil measuring instrument to attempt to set up a set of stimulate vision experiment procedure. The result of this improve experiment measure between stabilize pupils changing and intelligence moving, and further knowing and learning pupil changes reflects strong that attitude partiality for style , and exist right relation. As for directionality（for example like - hate）those partiality attitudes will further research in the future.