The aim of psychology is to understand the human mind and behavior. In contemporary psychology, the method of choice to accomplish this incredibly complex endeavor is the experiment. This dominance has shaped the whole discipline from the self-concept as an empirical science and its very epistemological and theoretical foundations, via research practice and the scientific discourse to teaching. Experimental psychology is grounded in the scientific method and positivism, and these principles, which are characteristic for modern thinking, are still upheld. Despite (...) this apparently stalwart adherence to modern principles, experimental psychology exhibits a number of aspects which can best be described as facets of postmodern thinking although they are hardly acknowledged as such. Many psychologists take pride in being “real natural scientists” because they conduct experiments, but it is particularly difficult for psychologists to evade certain elements of postmodern thinking in view of the specific nature of their subject matter. Postmodernism as a philosophy emerged in the 20th century as a response to the perceived inadequacy of the modern approach and as a means to understand the complexities, ambiguities, and contradictions of the times. Therefore, postmodernism offers both valuable insights into the very nature of experimental psychology and fruitful ideas on improving experimental practice to better reflect the complexities and ambiguities of human mind and behavior. Analyzing experimental psychology along postmodern lines begins by discussing the implications of transferring the scientific method from fields with rather narrowly defined phenomena—the natural sciences—to a much broader and more heterogeneous class of complex phenomena, namely the human mind and behavior. This ostensibly modern experimental approach is, however, per se riddled with postmodern elements: creating phenomena in an experimental setting, including the hermeneutic processes of generating hypotheses and interpreting results, is no carbon copy of “reality” but rather an active construction which reflects irrevocably the pre-existing ideas of the investigator. These aspects, analyzed by using postmodern concepts like hyperreality and simulacra, did not seep in gradually but have been present since the very inception of experimental psychology, and they are necessarily inherent in its philosophy of science. We illustrate this theoretical analysis with the help of two examples, namely experiments on free will and visual working memory. The postmodern perspective reveals some pitfalls in the practice of experimental psychology. Furthermore, we suggest that accepting the inherently fuzzy nature of theoretical constructs in psychology and thinking more along postmodern lines would actually clarify many theoretical problems in experimental psychology. (shrink)

The majority of the world’s population now lives an urban existence, spending as much as 95% of their lives indoors. The olfactory atmosphere in the built environment has been shown to exert a profound, if often unrecognized, influence over our mood and well-being. While the traditionally malodorous stench to be found indoors (i.e., prior to the invention of modern sanitation) has largely been eliminated in recent centuries, many of the outbreaks of sick-building syndrome that have been reported over the last (...) half century have been linked to the presence of a strange smell in the environment. At the same time, however, there is also growing evidence that consumer behavior can be manipulated by the presence of pleasant ambient odors, while various aromatherapy scents are said to improve our mood and well-being. This Anglophone review focuses primarily on indoor western urban developed spaces. Importantly, the olfactory ambience constitutes but one component of the multisensory atmosphere and ambient odors interact with the visual, auditory, and haptic aspects of the built environment. Surprisingly, the majority of published studies that have deliberately chosen to combine ambient scent with other sensory interventions, such as, for example, music, have failed to increase store sales, or to enhance people’s mood and/or well-being, as might have been expected. Such negative findings therefore stress the importance of considering multisensory congruency while, at the same time, also highlighting the potential dangers that may be associated with sensory overload when thinking about the effect of ambient smell on our well-being. (shrink)

The study aims to investigate visual attention and perceived attractiveness to known versus unknown products above and beyond self-report applying physiological methods. A cross-cultural exploratory approach allows for comparing results gathered in the United States and China. We collected field data on physiological parameters accompanied by behavioral data. Mobile eye-tracking was employed to capture attention by measuring gaze parameters and electrodermal activity serves as indicator for arousal at an unconscious level. A traditional scale approach measuring perceived attractiveness of known versus (...) novel products provide insights at a conscious level. US-American and Chinese consumers in our sample indeed process novel products differently. This can be observed at an unconscious and conscious level. Different gaze movements and arousal levels are observed at an unconscious level. Regarding behavioral data, the level of vertical orientation shapes the perceived attractiveness of novel products at a conscious level. The study showcases how physiological methods complement behavioral ones when investigating visual attention to products. It underlines varying conscious as well as unconscious visual attention and attractiveness ratings comparing known versus novel products, driven by cultural differences. Data from a field setting further enrich the implications derived for new product development and applied marketing. (shrink)

Recently, researchers have expanded the investigation into attentional biases toward positive stimuli; however, few studies have examined attentional biases toward positive auditory information. In three experiments, the present study employed an emotional spatial cueing task using emotional sounds as cues and auditory stimuli or visual stimuli as targets to explore whether auditory or visual spatial attention could be modulated by positive auditory cues. Experiment 3 also examined the temporal dynamics of cross-modal auditory bias toward positive natural sounds using event-related potentials. (...) The behavioral results of the three experiments consistently demonstrated that response times to targets were faster after positive auditory cues than they were after neutral auditory cues in the valid condition, indicating that healthy participants showed a selective auditory attentional bias and cross-modal attentional bias toward positive natural sounds. The results of Experiment 3 showed that N1 amplitudes were more negative after positive sounds than they were after neutral sounds, which further provided electrophysiological evidence that positive auditory information enhances attention at early stages in healthy adults. The results of the experiments performed in the present study suggest that humans exhibit an attentional bias toward positive natural sounds. (shrink)