探討知覺突顯性對於喜好度判斷的影響

Examining the Effect of Perceptual Saliency on the Liking Judgment

正所謂物以稀為貴，人們會被突顯的事物所吸引，且往往會給予其較高的評價。然而，過去沒有研究直接探討知覺突顯性對於評價判斷的影響。因此，本研究藉由操弄學習刺激的知覺突顯性以證實此現象，並進一步探討評價判斷與記憶之間的關係。參與者首先被要求記憶一連串的物體圖片，其中少數為顏色上突顯的圖片。之後，參與者需要針對測試項目進行喜好度判斷和再認。結果發現當參與者有足夠時間登錄學習刺激，且在再認時有充分的時間進行回想（實驗一與三A），他們會偏愛知覺上突顯的刺激，且知覺突顯性可以提升再認記憶表現和回答記得的反應比率。反之，當參與者無足夠時間進行登錄（實驗二）和回想（實驗三B）時，他們便不會偏愛知覺上突顯的刺激，且記憶上的獨特性效果消失。此外，當參與者回答記得時，對於測試項目的喜好度高於回答知道時的喜好度；對於被他們主觀判斷為曾經出現過的測試項目的喜好度也較高。以上結果皆支持不確定性降低假說：知覺突顯性可以加深記憶，使得參與者在再認時可以回憶較多的刺激細節和脈絡訊息，降低再認時的不確定性，進而提高參與者對於測試項目的評價。

Humans tend to be attracted by stimuli with more salient features, and hence tend to value them more highly. No prior research, however, has investigated the effects of perceptual salience on value judgments. In this study, we manipulated the perceptual salience of the study stimuli in order to verify the aforementioned tendency. Participants were asked to memorize a list of objects, a few of which were printed in distinctive colors. Afterwards, they were asked to recognize the test stimuli and make the preference judgment. The results showed that when there was sufficient time to encode the study stimuli and to retrieve details regarding the stimuli (Experiment 1 and 3A), the more salient test stimuli were valued more highly. In addition, the participants' memory performance and probability of recollection were higher. On the other hand, with insufficient time for encoding (Experiment 2) or retrieval (Experiment 3B), the participants did not show any preferences for the salient stimuli, and the distinctiveness effect on memory was not present. In addition, the participants indicated preference for a stimulus when they responded “remember” as opposed to responding “know.” They also preferred a stimulus when it had been subjectively perceived at the study phase. Taken together, these results are consistent with the uncertainty reduction hypothesis. Perceptual salience can enhance memory performance, reduce uncertainty in memory recognition, and therefore affect value judgments.