Emotional Impact of Environments

The Basic Emotional Impact of
Environments
Albert Mehrabian, James A. Russell
University of California, Los Angels
Perceptual and Motor Skills, 1974, 38, 283 - 301

2013年3月14日木曜日

Authors

• Dr. Albert Mehrabian(1939-)

• Best known for the role of non-verbal communication

• “7%-38%-55% rule”
Total Liking = 7% Verbal Liking + 38% Vocal Liking + 55% Facial
Liking


Authors

• Dr. James A. Russell (UCLA)

• Research on human emotion

• Facial Expression


Reason for the choice

• Their model for emotion evaluation, the PAD model,
widely used for an evaluation of places services, events

• I’ll use this model in the next evaluation test for motion
graphics

• To check the development process of PAD model for
conﬁrmation its reliability


Outline of this Paper

• Hypothesis :
Human various emotional reactions have basic
dimensions, Pleasure - Arousal - Dominance

• Supporting Evidences:
Review of the relevant literature from studies of
synesthesia, physiological reactions, and semantic
differential

• Development of Self-Report Measure:
Conducting thrice studies (total subjects are 511)
With factor analysis


Background : Environment Psychology
How to assess a environment psychologically?

assessment
stimulus with all perceptual
response

environments Cost Lots!!

perceptual
response


???
stimulus
×
???
environments

perceptual basic dimension verbal
response in emotion expression



possibility
to assess
??? emotional
stimulus
× quality
???
via
environments verbal
expression
perceptual basic dimension verbal
response in emotion expression


Supporting Evidences from Synesthesia
Is there a common core among modalities?

• Hazzard(1930)
Describing test of 14 different odors :
A large percentage of the adjectives used in other
modality
ex) light, bright, lively, heavy, rough...

• Karwoski & Odbett (1938), Karwoski, Odbett
& Osgood(1942)
Music & adjective:
Exiting music - bright forms or sharp and angler ﬁgures
Slow music - rounder forms
All Ss agreed in associating color-name and mood
adjective with the music



• Holt-Hansen(1968)
Beer taste & tone pitch :
16 Ss were asked to identify the “pitch of ﬁt” while
drinking two different kinds of beer.
Beer1 - 510 ~ 520cps(Hz)
Beer2 - 640 ~ 670cps

• Ziet(1931)
Tones of various frequencies and afterimage
200cps - darker, warmer, softer and duller colors, and
vague contours
550cps - shaper contours, brighter, colder, clearer, harder
colors
1100cps - squish forms



• Lundholm(1921)
feeling tones of lines:
SAD - large, downward-directed curves
MERRY - small, upward-directed curves
GENTLE - large, horizontal-directed curves

• Osgood(1960)
Tested “feeling tones of lines” within non english
language group including Navojo, Japanese, Mexican-
spanish
Approximately 90% of the relationships probed to be in
the same direction.



• Osgood’s discussion
Synesthesia may be either innate to the species or
developed by learning under similar condition.

example of innate:
the common association of the red end of the spectrum
with warmth and activity and blue end with coldness and
passivity

example of learning:
the common association of visually large with auditorily
loud

Expressed in language but are independent of the structure
of any particular language

Supporting Evidences from Physiology
physiological mechanism of basic dimensions

• Pleasant - Pain centers in the mid-brain

Pleasant response :
stimulation of area of the hypothalamus and certain mid-
brain nuclei

Pain response :
stimulation of lower parts of the midline system

The experience of pleasure - pain and this mechanism is
common to all the sensory modalities


• Arousal Mechanism

Lindsley(1951):
the concept of arousal as a basic response which is
independent of the sense modality stimulated

Malmo(1959):
arousal of the entire organism as activation of the ascending
reticular activating system

It can be measured by
fast EEG activity with concomitant decrease in alpha waves,
respiratory activity, oxygen consumption, pulse rate,
muscle tension, thermal properties of the skin



• Arousal Mechanism

Berlyne’s deﬁnition of arousal(1960):
It is a measure of how wide awake the organism is, of how
ready it is to react.
The lower pole - sleep or coma
The upper pole - frantic excitement

Thayer(1967, 1970):
High correlation between physiological arousal and verbal
self reports arousal state


Supporting Evidences
from Semantic differential

• Osgood, Suci, et. al (1957)

Characterize human reaction to stimuli regardless to
modality with the semantic differential;

The activity factor ( arousal )
The evaluation factor ( pleasure)
The potency factor ( dominance)


• Tucker (1955)
artists and non-artists judged various kinds of paintings and rated
them on SD scale.

Activity ( dynamic - static, active - passive, vibrant - still)
Evaluation (smooth - rough, profound - superﬁcial, meaningful - no
nsence )
Potency ( hard - soft, strong - weak)

• Solomon(1954)
SD on sonar signal:

Activity (busy - resting, violent - gentle)
Evaluation ( pleasant - unpleasant, good - bad, pleasing - annoying)
Potency ( large - small, heavy - light)



• Bush (1973)
The three factors in SD with 264 adjectives:
Pleasantness - Unpleasantness
Level of activation
Level of aggression

• Osgood (1966), other investigators
same three factor in nonverbal cues:
facial, vocal expressions, postures, movements


Assuming evidences

suggests existence of a limited set of
Synesthesia basic emotional to all stimulus
situation independent of the sensory
Physiological modality involved.
reactions
Hypothesis - PAD model
Basic dimension 1 : Pleasure
Semantic Basic dimension 2 : Arousal
Differential Basic dimension 3 : Dominance


Assuming evidences

Freedom of choice,
unrestricted or free to act insuggests existence of a limited set of
a variety of ways.
Synesthesia which are rated more intense,to all stimulus
Physical stimuli basic emotional
more ordered and powerful independent of the sensory
situation
Physiological modality involved.
are associated with submissive feeling
reactions
Hypothesis - PAD model
Basic dimension 1 : Pleasure
Semantic Basic dimension 2 : Arousal
Differential Basic dimension 3 : Dominance


factor scores for an S who rates his emotions in a situation using the scales of
Table 4, a simple and satisfactory approach is to average his responses to all six
items of each scale.

Development of TABLE 4report Measures
Self
DIFFERENTIAL
SEMANTIC MEASURES EMOTIONAL
OF RESPONSE E N V I R O ~ E N T S : ~ ~
TO
Conducting thrice studies
Instructions to Ss

• Take about two minutes to really get into the mood of the situation; then rate your feelings
the ﬁnal version of the measures the pairs might seem unusual,
in the situation with the adjective pairs below. Some of
but you'll probably feel more one way than the other. So, for each pair, put a check mark
(Example: -----:--J--:-----) to the 6 bipolar adjective measures feelings
Each dimension has adjective which closer vou out vour check mark to it.
closer you believe to describe your
better. The more ao~rooriate chat adiective seems. the
Pleasure
----- .----- .----. . ----- .----- ,----- .----.
,----- ,
. . . .----- Unhappy
Happy .----. . . . . . .
, ,
Pleased ----- , . . Annoyed
Satisfied ___ _
--.-- .--.-. ,- - , _., _ _ _,_ _ ,_____
.----- .--.-- . - - .
. Unsatisfied
Contented ----- .----- .----. . . .- _ -._____ ._-___ Melancholic
. .----- ._____, _ _
._____
Hopeful --..- .--.-. .._____._____._____
..----- .----- . . ,._____ ,. _____ Despairing
Relaxed ----- . . . . . . .--.-_ Bored . ,--_-_
.
Arousal
Stimulated --.-- :--.-- -----: ..----. ..---- Relaxed
:--.-- :--.--: .-.--. .
Excited .---- . . . . . . .
.----- .----- ,---------- .----- .----- .----- .----- Calm
. .
Frenzied .--.- .---.- .----- .---.- .----- ..----Sluggish
.----- . .----- . . .-.-.- .
. . . .
Jittery ---.-.----- .---.- . ---.- 1-.-._ .-.-._
. . .----- . :_____. ._.___Dull
. .
Wide awake ---.-:-----:---.-:---.-:-----:-----:-.-.-:---.-: -.--- Sleepy
Aroused ---.- . . . .-.--- .-----. -----. .----- Unaroused
.-.--- .-.--- .-----: .-----.
.
Dominance
Controlling --.--I --.--: --.-.: --..-: --.-.: .---.: --.--:
--.-.: .-.-.
Influential ----.. .---.. .----- . . ._____ ._____ Controlled
.----- Influenced
..----- .-----
In control .-.-- .----. .----- , . ,-_.-.
. ,_-_-_ Cared for
.
. . . .
Important ---.-,-----,-----,-----,-----: Awed-----. . _.-___
.-_-___.__-_.
Dominant .--.- .----- .----- .----- ..---- .
.----- . . . . .-_.__,.______.___
. . . Submissive
Autonomous .----: ---.-: ---.-:
---.-: -----: ---.-: ---.-: :-----
----. Guided
*A numerical scale of $4 to -4 is used for each dimension (e.g., + 4 is assigned for
extremely happy, and -4 for extremely unhappy). Ss' responses are averaged across the

Development of Self report Measures

• Study 1.

Measure : using 28 adjective pairs
Subjects : 134 undergraduate Students

Stimulus : 8 situations selected from 40 verbally described situations
ex) You are water skiing behead a speed boat on a mountain lake.
As you go by you watch the sun glinting on the water....


etc.) the room is almost barren.
It is evening and you are sitting at a window looking out over the lights of the city.
It is a misty, cold night and everything looks small and far away.
In this first study, 134 University of California undergraduates served as Ss.
Each of t h e m was presented w i t h a r a n d o m selection of 8 situations a n d was

asked to describe h o w h e would feel i n each o n e by using t h e 28 adjective pairs
i n T a b l e 1. T h e s e items were randomly ordered; half of t h e m w e r e reversed
i n direction; a n d t h e entire set was presented ro Ss i n a format similar to that
s h o w n in T a b l e 4. T h e accompanying instructions t o Ss are also given in T a b l e 4.

• Study 1. ROTATEDFACTOR OF
Emotional Response
TABLE 1
MATRIX THE PRELIMINARY OF EMOTIONAL
SET RESPONSE
Factor 1:
SCALES*
Factor 2 : Factor 3 :
4 factors were Happy-unhappy
Pleasure Arousal Dominance

extracted, but fourth Pleased-annoyed
Satisfied-unsatisfied
Contented-melancholic
factor consisted only of Hopeful-despairing
Relaxed-bored
a single item. Comfortable-uncomfortable
Excited-irritated
Secure-insecure
Stimulated-relaxed
Oblique rotation yield Excited-calm
Frenzied-sluggish
Jittery-dull
the loadings for the ﬁrst Wide awake-sleep
*roused-unarousec!
three factors Alert-peaceful
Excited-soothed
Vigilant-uninterested
Irritated-depressed
Controlling-controlled
Correlation: Powerful-overpowered
In control-cared for
Factor 1 & 2 -0.02 Important-awed
Dominant-submissive
Autonomous-guided
Factor 1 & 3 0.19 Influential-reverent
Domineeri ne- hel~less
Factor 2 & 3 0.05 ~arin~-cauti%us
0/0 Variance
A .29
27
.12
21
.39
12
*The correlations used to compute this factor analysis were based on 1072 observations.


• Study 2.

Measure : using 23 adjective pairs ( 18 from Study1, and 5 additional )
Subjects : new 163 undergraduate Students



of environments. Based on the results of the first study, 18 adjective pairs w
selected from Table 1 that best measured the respective emotional dimensio
Five additional adjective pairs, designed to measure dominance, were writt
This final set of 23 items is presented in Table 2.
A new sample of 163 University of California undergraduates each ra
approximately 20 situations that were randomly selected from the set of 65 s
ations. They used the adjective pairs of Table 2 in a rearranged random or
•
TABLE 2
Study 2. ROTATED FACTOR
MATRIX OF THE SECONDSETOF EMOTIONAL RESPONSESCALE
Emotional Response Factor 1: Factor 2 : Factor 3 :
Pleasure Arousal Dominance
3 factors were
extracted.

Oblique rotation yield Stimulated-relaxed
Excited-calm
the loadings for the Frenzied-sluggish
Jittery-dull
three factors Wide awake-sleepy
Aroused-unaroused

Correlation:
Factor 1 & 2 0.05 Important-awed
Autonomous-guided
Factor 1 & 3 0.26 In control-cared for
Powerful-overpowered
Factor 2 & 3 0.13 Bold-cautious
Protecting-protected
Free-restrained
.
Unim~ressed-imaressed
% ~kiance
~~

32 17 12
*The correlations used to compute this factor analysis were based on 3261 observation


• Study 3.

Measure : using best six items for each dimension
Subjects : 214 undergraduate Students



study. The best six icems for each dimension, listed in Table 2, were selected
the final scales. These 18 icems were randomly ordered and three items wi
each of the three scales were inverted to control response bias. Ss were 214 U
versity of California undergraduares, each of whom rated a different subset
sit~iacionsselected from the list of 65 situations.
The resulting 18 X 18 matrix of correlations was factor analyzed and a p
cipal component solution was obtained. Once again, there were three factors
eigenvalues exceeding unity. Oblique rotation of these factors yielded the l

• Study 3.
ings that are shown in Table 3. The factorial composition in all respects w

TABLE 3
3 factors were MATRIX rn FINALSET OF EMOTIONAL RESPONSE
ROTATEDFACTOR OF SCALE
extracted. Emotional Response Factor 1:
Pleasure
Factor 2 :
Arousal
Factor 3:
Dominance

Oblique rotation yield
Contented-melancholic
the loadings for the Hopeful-despairing
Relaxed-bored
three factors Stimulated-relaxed
Excited-calm
Frenzied-sluggish
Correlation: Jittery-dull
Wide awake-sleepy
Factor 1 & 2 -0.07 Aroused-unaroused
Factor 1 & 3 0.03 Controlling-controlled
Dominant-submissive
Factor 2 & 3 0.18 Influential-influenced
Important-awed
Autonomous-guided
I n control-cared for .-

96 Variance 27 23 14
* T h c correlations used to compute this factor analysis were based on 1284 observation



• Discussion

The inter correlation among three emotional response dimension
ranged from -0.07 ~ 0.26. These low correlations provided support for
the hypothesis

The ﬁnal scales can be used to assign exact coefﬁcient to any
emotional state.

Three emotional factors can also be used to categorize environments.


Emotional Impact of Environments

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