Contrast and assimilation in aesthetic judgment of visual artworks

Contrast effects occur when an individual judges a target stimulus as being further removed from its position on some dimension than it actually is, due to exposure to a context stimulus presenting an opposite value on this dimension. In assimilation effects, on the contrary, the reverse occurs such that judgment about the target is brought nearer to the context stimulus. The objective of this article is to verify whether assimilation and contrast can be observed in aesthetic evaluation of visual artworks. The results demonstrated that when the context stimulus was formally similar to one of two artworks used in the comparison (the target) but aesthetically slightly inferior to it, an assimilation effect was observed. In contrast, when the context stimulus was formally similar to the target but definitely of inferior aesthetic quality, a contrast effect was observed. These results demonstrate the impact of contextual factors on aesthetic judgment.