Psychological studies of art appreciation have mainly involved fixed presentation times for visual stimuli. However, participants were restricted to passively observing stimuli through experimental methods, as they could not actively engage in determining the duration of viewing. In this study, we used two types of experimental tasks, labeled ‘pay-per-view’ and ‘prolonged viewing,’ in which participants could determine how long they viewed each visual stimulus. In the pay-per-view task, participants could extend their viewing time by pressing a key repeatedly, whereas in the prolonged viewing task, they could determine the viewing time using a keypress only once per trial. For both tasks, participants continued to view each stimulus for as long as they wanted. When participants stopped viewing, they provided ratings indicating how beautiful each painting felt, using a visual analog scale (VAS). The results revealed a positive correlation in viewing time between the pay-per-view and prolonged viewing tasks; however, the average viewing time in the pay-per-view task was shorter than that in the prolonged viewing task. Interestingly, there was a high correlation in beauty ratings between the two tasks, but there was no difference in average ratings between the two tasks. In addition, both tasks showed positive correlations between the viewing time and ratings of the beauty of the paintings. Moreover, the log-transformed regression for both tasks suggested that the overall viewing time had a significant impact on the ratings, particularly in the pay-per- view task, where participants actively engaged in viewing the stimuli, relative to the prolonged viewing task.
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