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S105--This is Your Brain on Media

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Rob Potter
Rob Potter

This document summarizes an experiment that tested how different types of color changes in movies affect a viewer's attention. The experiment had two independent variables: full color change vs spot color change, and measured attention using heart rate data collected from subjects as they watched clips with different color change conditions. The hypothesis was that full color changes would elicit greater attention than spot color changes. The results supported this hypothesis and showed orienting responses in subjects during color changes, with responses stronger for full versus spot color changes.

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The Attention GroupJeffery RichardsonMatt SchererSam MillerPayton Conley-DavisConor CaseyOlivia Sears
IntroductionDoes color change in a movie affect the attention of the viewer?
HypothesisWhen a full color change occurs, the subject will pay greater attention than when a single object in a black and white clip appears in color.
ProcedureDecide on question.Conceptually define conceptsOperationally define conceptsPrepare ideas to measure attentionPrepare self reportDecide on independent variables (this is a 2x3x4 experimental design)Prepare messages to show subjectsPrepare ICR lab for use of experimentRun experiment on classmatesDiscuss results
Subjects Procedure1. Be hooked up by researchers to electrodes2. Follow on screen instructions3. Watch first message4. Respond to self-report measures of attention and arousal 5. Repeat steps 2-4 five more times6. Allow researchers to remove electrodes7. Were free to go
Definition of Color ChangeFull Color ChangeA full color change will occur when an entire scene switches from black and white to full colorSpot Color ChangeIn a spot color change, a single item or items will be colored while the rest of the scene is black and white
Definitions of AttentionConceptualA subject’s automatic orienting response to a change in there environmentOperationalThis was measured using Inter beat intervals (IBI), an orienting response would consist of a lowering of the heart rate 6-10s after a color change
Data
Data
SummaryIn summary, the experiment seems to have proven our hypothesis. It is the amateur opinion of this group that orienting responses occurred in the subjects during times of color change. It is also the opinion of this group that these responses were created, not by cuts, but by the color changes. This conclusion was reached through the use of only colorized items and not actually cuts.

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S105--This is Your Brain on Media

  • 1. The Attention GroupJeffery RichardsonMatt SchererSam MillerPayton Conley-DavisConor CaseyOlivia Sears
  • 2. IntroductionDoes color change in a movie affect the attention of the viewer?
  • 3. HypothesisWhen a full color change occurs, the subject will pay greater attention than when a single object in a black and white clip appears in color.
  • 4. ProcedureDecide on question.Conceptually define conceptsOperationally define conceptsPrepare ideas to measure attentionPrepare self reportDecide on independent variables (this is a 2x3x4 experimental design)Prepare messages to show subjectsPrepare ICR lab for use of experimentRun experiment on classmatesDiscuss results
  • 5. Subjects Procedure1. Be hooked up by researchers to electrodes2. Follow on screen instructions3. Watch first message4. Respond to self-report measures of attention and arousal 5. Repeat steps 2-4 five more times6. Allow researchers to remove electrodes7. Were free to go
  • 6. Definition of Color ChangeFull Color ChangeA full color change will occur when an entire scene switches from black and white to full colorSpot Color ChangeIn a spot color change, a single item or items will be colored while the rest of the scene is black and white
  • 7. Definitions of AttentionConceptualA subject’s automatic orienting response to a change in there environmentOperationalThis was measured using Inter beat intervals (IBI), an orienting response would consist of a lowering of the heart rate 6-10s after a color change
  • 10. SummaryIn summary, the experiment seems to have proven our hypothesis. It is the amateur opinion of this group that orienting responses occurred in the subjects during times of color change. It is also the opinion of this group that these responses were created, not by cuts, but by the color changes. This conclusion was reached through the use of only colorized items and not actually cuts.