Effects of Picture Modification on Emotional Impact

Anke Schneider, Markus Leitenbauer

Publication: Working/Discussion Paper


The aim of the study was to find out if there are features of an image which influence the
emotional output to improve the affective pictorial stimuli for advertisements especially in tourism. The
present study bases upon emotional pictures of the IAPS which were modified in several ways. In a first
step the 18 most desperate images according to Russell's affective space were selected. The second step
was the modification from an original picture to a grayscale picture, to a low luminance picture, to a high
luminance picture, to a vertical reflected picture, to a high chroma picture and to a blurred picture. In a
third step participants were asked to fill out a questionnaire and to rate the evoked emotions using SAM.
Results show, that there are important factors of an image which influence the emotional reaction and
which could be used to improve the pictorial stimuli for marketing.
Original languageEnglish
Place of PublicationVienna
PublisherWU Vienna University of Economics and Business
Publication statusPublished - 1 Mar 2019

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