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Abstract

This thesis investigates the complex interplay between visual discrimination and emotional context in perceptual decision-making processes. Through a series of six studies, the research progressed from abstract stimuli to real-world applications, particularly in marketing and advertising contexts. The studies used various methodologies, including online experiments, virtual reality, and eye-tracking technology, to examine how emotional backgrounds influence the processing of visual stimuli such as colours, textures, and product images. The main objectives of this thesis are: 1) To investigate how emotional contexts affect visual discrimination and perceptual decision-making processes; 2) To examine the influence of emotional backgrounds on the processing of abstract stimuli (colours and textures) and real-world stimuli (product images); 3) To explore the applications of these findings in marketing and advertising contexts.

The initial experiments established a foundational understanding of how emotional contexts affect basic visual discrimination processes using abstract stimuli. These studies were conducted both online and in lab-based virtual reality environments. The virtual reality study revealed significant effects of background arousal and valence on performance, highlighting the importance of immersive environments in eliciting pronounced emotional responses.

Transitioning to real-world applications, the latter experiments focus on consumer behaviour and advertising. To support these studies, a comprehensive database of AI-generated background images and product categorisations is created. The final experiments utilised eye-tracking technology to investigate how emotional contexts influence visual discrimination and decision-making, revealing complex interactions between product types, background arousal, and valence.

Key findings include the modulating effects of emotional backgrounds on colour and texture processing, the impact of arousal and valence on reaction times and visual attention, and the complex nature of pupillary responses in consumer contexts. The thesis contributes to our understanding of human cognition in emotionally charged environments and offers practical implications for fields such as user interface design, marketing, and psychology. Because previous research has explored visual discrimination and emotional influences separately, there is a lack of comprehensive understanding regarding their interplay in perceptual decision-making. This study aims to bridge this gap by examining how emotional contexts modulate visual processing across various stimuli and environments. Additionally, by progressing from abstract to real-world stimuli, this research seeks to enhance the ecological validity of findings and their applicability to practical domains such as marketing and user interface design. This research addresses questions such as: How do emotional backgrounds with varying levels of arousal and valence impact reaction times and accuracy in visual discrimination tasks? What are the effects of immersive environments (virtual reality) on emotional responses and subsequent decision-making processes? How do emotional contexts influence consumer behaviour and product perception in advertising scenarios? The studies found that emotional backgrounds significantly modulated colour and texture processing, with high arousal and positive valence generally leading to improved performance. Virtual reality experiments revealed more effects, highlighting the importance of immersive environments. In advertising contexts, emotional backgrounds showed complex interactions with product types, influencing categorisation and preferences. These findings contribute to our understanding of human cognition in emotionally charged environments and offers practical implications for fields such as user interface design, marketing, and psychology.

Publication Type:	Thesis (Doctoral)
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Departments:	School of Health & Medical Sciences > Psychology School of Health & Medical Sciences > School of Health & Medical Sciences Doctoral Theses Doctoral Theses

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