Effect of Subliminal Lexical Priming on the Subjective Perception of Images: A Machine Learning Approach

Dhanya Menoth Mohan, Parmod Kumar, Faisal Mahmood, Kian Foong Wong, Abhishek Agrawal, Mohamed Elgendi, Rohit Shukla, Natania Ang, April Ching, Justin Dauwels and Alice H D Chan

PLOS ONE, 2016, vol. 11, issue 2, 1-22

Abstract: The purpose of the study is to examine the effect of subliminal priming in terms of the perception of images influenced by words with positive, negative, and neutral emotional content, through electroencephalograms (EEGs). Participants were instructed to rate how much they like the stimuli images, on a 7-point Likert scale, after being subliminally exposed to masked lexical prime words that exhibit positive, negative, and neutral connotations with respect to the images. Simultaneously, the EEGs were recorded. Statistical tests such as repeated measures ANOVAs and two-tailed paired-samples t-tests were performed to measure significant differences in the likability ratings among the three prime affect types; the results showed a strong shift in the likeness judgment for the images in the positively primed condition compared to the other two. The acquired EEGs were examined to assess the difference in brain activity associated with the three different conditions. The consistent results obtained confirmed the overall priming effect on participants’ explicit ratings. In addition, machine learning algorithms such as support vector machines (SVMs), and AdaBoost classifiers were applied to infer the prime affect type from the ERPs. The highest classification rates of 95.0% and 70.0% obtained respectively for average-trial binary classifier and average-trial multi-class further emphasize that the ERPs encode information about the different kinds of primes.

Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:plo:pone00:0148332

DOI: 10.1371/journal.pone.0148332

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