The Visual Priming Template in SennsLab
The visual priming template is used to measure the strength of the relative association between two categories and a series of visual attributes that are used to "prime" the choice.
During a visual priming test, the participant will be asked to assign one of two images into two defined categories after viewing an attribute displayed as a priming image. The algorithm will look at the response time as a way of determining unconscious association that image attribute and the category/brand/etc.
The semantic priming test is an Implicit Response template.
To set up a visual priming experiment:
- Define Categories - This test will compare two categories against each other (i.e. two brands, products, etc). These are defined in the text boxes labeled "Category 1" and "Category 2"
- Stimuli in each category - Upload an image for each category. The images should be of equal quality and both immediately recognizable to the participants. Use the button to upload an image for each. The participant will have to categorize each of these images into the categories defined in #1.
- Priming stimuli count - Set here the total number of priming stimuli images attributes that will be displayed to the participant, between 2 and 10. These are the images that will appear immediately before the participant classifies the stimuli (except in the familiarization phases).
- Define stimuli - The icon is used to define each of the priming attribute stimuli on the right side. These are the priming images that you want to use to test the association with the images and brands in #1 and #2 above. The test can not be run until each of these is defined. Attribute images should be clear and sharp, and should not be redundant. The participant must understand the content of the attribute images or the test will not be valid.
- Duration - This is defined automatically by the software, and generally will be between 5-10 minutes. Remember to pilot the test.
- Sequence - This is also defined automatically. The test will consist of four blocks:
- Block 1 is a familiarization block where the participant has to categorize the images into the two groups, no priming
- Block 2 is the actual test where the images are classified after a priming image
- Block 3 is another familiarization task but with the categories reversed, no priming
- Block 4 is the test again, with priming before each image, with the categories reversed.
Note: For more information about implicit response tests in general, see our entry here.