Abstract

ZAMBRANO R., Danilo; AGUDELO T., Julián David; JAVELA, Lady Grey  and  CRUZ, Julio Eduardo. Effects of high, medium and low facial symmetry in a classical conditioning of attitudes of logos. Divers.: Perspect. Psicol. [online]. 2016, vol.12, n.1, pp.37-53. ISSN 1794-9998.  https://doi.org/10.15332/s1794-9998.2016.0001.03.

In a sample of 34 university students (17 of each sex and on average 21 years old) at the Universidad de Ibagué, we evaluated the effect of facial symmetry (FS) in a Classical Conditioning of Attitudes experiment, using a simultaneous procedure where three logos were used as conditioned stimuli (Xua, Xue, Xuo) and faces of varying symmetry were used as unconditioned stimuli. We observed a higher rating of attractiveness of faces with high FS. We also observed a change in ratings of each logo before and after the conditioning procedure, and finally, the logo associated with a high FS obtained significantly higher scores after conditioning (than the logos associated with less FS). The impact of our study is that we operationalized physical attractiveness, identifying an unconditioned stimulus (facial symmetry as an index of physical attractiveness) and demonstrated the advantage of our conditioning procedure in establishing and changing the attitudes of consumers in persuasive communications

Keywords : Evolutionary Psychology; Classical Conditioning; attitudes of consumer; facial symmetry.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )