The experimental bias in person perception as results of presentation method of stimulus

The purpose of this study was (1) to identify the experimental bias which could appear person perception as results of presentation methods (2) to find out the most desirable method in presentation of stimulus. The research was a quasi experiment and the subjects were 773 male and female undergraduate students. The experimental instruments consisted of a set of stimulus and semantic differential scales of 7- point hi-polar adjectives. The collected data were analyzed by Factor Analysis, ANOVA(analysis of variance), Scheffe＇s multiple range test. The independent variables were presentation orders and presentation time of stimulus. The results were as follows: First, five factors which were potency, sociality, appearance, evaluation, activity impression dimensions emerged to account for the methods of development of stimulus. Second, the presentation order of stimulus in the combination of four stimuli sets had significant effects on the 3 impressional factors(sociality, appearance, evaluation). The presentation order of stimuli in the combination of eight stimuli set had significant effects on the 3 impressional factors(potency, sociality, appearance) and the presentation order of stimuli in the combination of eight stimuli set showed a significant effect on memorization of stimulus and the results support the recency effect. Third, the presentation time of stimuli had significant effects on the 2 impressional factors(potency, activity). 30 seconds presentation as well as free duration time resulted less experimental bias than 3 seconds presentation.

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