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Korean Journal of Social and Personality Psychology

ISSN : 1229-0653

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Vol.26 No.2

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Effects of Priming of Cultural Dispositions and Intention of Memory on the Scene Perception

Korean Journal of Social and Personality Psychology / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2012, v.26 no.2, pp.15-34
https://doi.org/10.21193/kjspp.2012.26.2.002




& (2012). Effects of Priming of Cultural Dispositions and Intention of Memory on the Scene Perception. Korean Journal of Social and Personality Psychology, 26(2), 15-34, https://doi.org/10.21193/kjspp.2012.26.2.002

Abstract

Two experiments were conducted to investigate whether priming of either individualistic or collectivistic disposition in the same culture and race can affect perception of the natural scenes in the viewpoint of information processing approach. It was hypothesized that individualistically primed participants pay more attention to the foreground than the background, whereas collectivistically primed participants pay attention to the relation between the foreground and the background as well as the foreground during scene perception. In both experiments, a newly constructed ‘cultural priming story writing task’ was used to prime the participants to either individualism or collectivism. Also, a 2×2×2 mixed factorial design with cultural disposition(individualism vs. collectivism) as a between-subjects factor and figure-ground relevance(naturalness vs. unnaturalness) and change of scene(figure vs. ground change) as within-subject factors was used. In addition, focusing on the contradictory results of previous studies, we used different instructions in the two experiments. In Experiment 1,participants were instructed to rate the preference of the scenes in the learning phase as in Chua et al.(2005),whereas they were informed the recognition test beforehand as in Rayner et al.(2007) in Experiment 2. The results of Experiment 1 showed that the correct recognition rates of the collectivistically primed participants were better than those of the individualistically primed participants when the scenes were unnatural and when the background were changed in the recognition phase. These results were interpreted that the former having relatively holistic viewpoints pay more attention to the relation between the foreground and the background. In contrast, the differences disappeared in Experiment 2 where the recognition test was informed beforehand. These results suggest that the cultural priming effects can be elicited in the same culture and the race. Furthermore, it was suggested that intention to memorize the scenes can affect the attentional allocation to the foreground and the background regardless of the cultural dispositions. Implications and the limitations of this study were discussed in the final discussion section.

keywords
문화성향 점화, 점화효과, 장면 지각, 개인주의, 집단주의, 문화점화 글쓰기 과제, cultural priming, priming effect, scene perception, individualism, collectivism, cultural priming story writing task

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