THE EFFECT OF ATTENTIONAL BIAS TOWARD SHOP FACADE ON PREFERENCE JUDGEMENT

Abstract

The previous studies have indicated that attentional biases performed at an unintentional level could affect preferences. In this study, the hypothesis that unintentional attentional bias toward shop facade images affects preference judgments was formulated, and the hypothesis was verified based on a two-way forced preference judgment task. The results showed that the more unintentional attention is biased toward the shop facade image, the more likely participants judge the shop facade image that caused the attention bias as preferred. In particular, the attentional bias effect appeared in the presentation condition where the two shop facade images had the same kind of preference.