The automatic aesthetic evaluation of different art and architectural styles.

Abstract

The subject under discussion concerns the existence of an automatic aesthetic evaluation. When we encounter an object like an artwork or an architectural structure that activates an aesthetic response, does the associated evaluation appear in our mind as an automatic process? From the broad field of aesthetic appraisal, we will be considering a specific aspect that refers only to the positive and negative affects related to an individual's preference between two art styles (figurative vs. abstract) and two architectural styles (classic vs. contemporary). The hypothesis is that there is a preexistent preference within the visual arts and architecture that can clearly be identified using implicit measurements. Results from two experiments that were conducted with the use of the Implicit Association Test (IAT) showed that participants' reaction times were faster in associating positive words to figurative art and classical architecture (the so-called compatible task) than to abstract art and contemporary architecture (the so-called incompatible task). The results are in line with the hypothesis that aesthetic preferences can also be experienced automatically. Prototypicality (i.e., the degree to which an object is representative of a general class of object), familiarity and the relative simplicity of figurative art and classical architecture (compared to abstract art and modern architecture) can explain the shorter reaction time and as a consequence, an implicit aesthetic preference for these kinds of stimuli.

Visits to figurative art museums may lower blood pressure and stress

“…Psychophysiological indicators can be considered implicit measures of the individual reaction to art stimuli. Previous studies have shown differences in the implicit evaluation of different art, architecture and design styles; classical stimuli were more appreciated than modern ones, but not in an explicit evaluation (Mastandrea, Bartoli, & Carrus, 2011;Mastandrea & Maricchiolo, 2014).…”

The IAT shows no evidence for Kandinsky's color-shape associations

“…In the current work, we test correspondence theory using the Implicit Association Test (IAT, Greenwald et al, 1998; Nosek et al, 2007), which has been used in thousands of experiments, often revealing associations between dimensions which people are either explicitly unaware of, or even explicitly reject. Recently, the IAT has been used to answer various questions in empirical aesthetics (Gattol et al, 2011; Mastandrea et al, 2011; Makin et al, 2012a,b; Bertamini et al, 2013b). Importantly, the IAT procedure requires participants to classify all stimuli.…”

Implicit Association of Symmetry with Positive Valence, High Arousal and Simplicity

“…Implicit preference, on the other hand, was consistent with the speed of visual processing, with consistent preferences for the more rapidly Implicit association of symmetry with positive valence, high arousal and simplicity detected patterns. It is clear that the IAT is a useful tool in experimental aesthetics (Gattol, Sääksjärvi, & Carbon, 2011;Makin, Pecchinenda, & Bertamini, 2012b;Mastandrea et al, 2011). For instance, Pavlović and Marković (2012) found that positive paintings were paired with positive words and hedonically negative ones with negative words.…”

“…Makin, Pecchinenda, and Bertamini (2012a) used the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998;Nosek, Greenwald, & Banaji, 2007) to explore implicit preference for symmetry. Other authors have used the IAT for buildings (Mastandrea, Bartoli, & Carrus, 2011) or for paintings (Pavlović & Marković, 2012). This technique is designed to detect the strength of a person's automatic association between two categories.…”