Emily Balcetis

See what you want to see: Motivational influences on visual perception

Peoples motivational states--their wishes and preferences--influence their processing of visual stimuli. In 5 studies, participants shown an ambiguous figure (e.g., one that could be seen either as the letter B or the number 13) tended to report seeing the interpretation that assigned them to outcomes they favored. This finding was affirmed by unobtrusive and implicit measures of perception (e.g., eye tracking, lexical decision tasks) and by experimental procedures demonstrating that participants were aware only of the single (usually favored) interpretation they saw at the time they viewed the stimulus. These studies suggest that the impact of motivation on information processing extends down into preconscious processing of stimuli in the visual environment and thus guides what the visual system presents to conscious awareness.

Wishful Seeing More Desired Objects Are Seen as Closer

Although people assume that they see the surrounding environment as it truly is, we suggest that perception of the natural environment is dependent upon the internal goal states of perceivers. Five experiments demonstrated that perceivers tend to see desirable objects (i.e., those that can fulfill immediate goals—a water bottle to assuage their thirst, money they can win, a personality test providing favorable feedback) as physically closer to them than less desirable objects. Biased distance perception was revealed through verbal reports and through actions toward the object (e.g., underthrowing a beanbag at a desirable object). We suggest that seeing desirable objects as closer than less desirable objects serves the self-regulatory function of energizing the perceiver to approach objects that fulfill needs and goals.

Affective Signals of Threat Increase Perceived Proximity

Do stimuli appear to be closer when they are more threatening? We tested people’s perceptions of distance to stimuli that they felt were threatening relative to perceptions of stimuli they felt were disgusting or neutral. Two studies demonstrated that stimuli that emitted affective signals of threat (e.g., an aggressive male student) were seen as physically closer than stimuli that emitted affective signals of disgust (e.g., a repulsive male student) or no affective signal. Even after controlling for the direct effects of physiological arousal, object familiarity, and intensity of the negative emotional reaction, we found that threatening stimuli appeared to be physically closer than did disgusting ones (Study 2). These findings highlight the links among biased perception, action regulation, and successful navigation of the environment.

Cognitive Dissonance and the Perception of Natural Environments

Two studies demonstrated that the motivation to resolve cognitive dissonance affects the visual perception of physical environments. In Study 1, subjects crossed a campus quadrangle wearing a costume reminiscent of Carmen Miranda. In Study 2, subjects pushed themselves up a hill while kneeling on a skateboard. Subjects performed either task under a high-choice, low-choice, or control condition. Subjects in the high-choice conditions, presumably to resolve dissonance, perceived the environment to be less aversive than did subjects in the low-choice and control conditions, seeing a shorter distance to travel (Study 1) and a shallower slope to climb (Study 2). These studies suggest that the impact of motivational states extends from social judgment down into perceptual processes.

Political partisanship influences perception of biracial candidates' skin tone

People tend to view members of their own political group more positively than members of a competing political group. In this article, we demonstrate that political partisanship influences peoples visual representations of a biracial political candidates skin tone. In three studies, participants rated the representativeness of photographs of a hypothetical (Study 1) or real (Barack Obama; Studies 2 and 3) biracial political candidate. Unbeknownst to participants, some of the photographs had been altered to make the candidates skin tone either lighter or darker than it was in the original photograph. Participants whose partisanship matched that of the candidate they were evaluating consistently rated the lightened photographs as more representative of the candidate than the darkened photographs, whereas participants whose partisanship did not match that of the candidate showed the opposite pattern. For evaluations of Barack Obama, the extent to which people rated lightened photographs as representative of him was positively correlated with their stated voting intentions and reported voting behavior in the 2008 Presidential election. This effect persisted when controlling for political ideology and racial attitudes. These results suggest that peoples visual representations of others are related to their own preexisting beliefs and to the decisions they make in a consequential context.

Wishful Seeing How Preferences Shape Visual Perception

People assume that they perceive the world as it really is. In this article, we review research that questions this assumption and instead suggests that people see what they want to see. We discuss classic and current research demonstrating wishful seeing across two perceptual tasks, showing that people categorize ambiguous visual information and represent their environments in ways that align with their desires. Further, we outline when and how wishful seeing occurs. We suggest directions for future research in light of historical trends and contemporary revisions of the study of wishful seeing.

Do collectivists know themselves better than individualists? Cross-cultural studies of the holier than thou phenomenon.

Collectivists know themselves better than individualists do, in that collectivists provide more accurate self-predictions of future behavior in situations with moral or altruistic overtones. In 3 studies, respondents from individualist cultures overestimated the likelihood that they would act generously in situations involving redistributing a reward (Study 1), donating money (Study 2), or avoiding rude behavior (Study 3), whereas collectivists were, in general, more accurate in their self-predictions. Both groups were roughly accurate in predicting the behavior of their peers. Collectivists were more accurate in their self-predictions than were individualists, even when both groups were sampled from the same cultural group (Study 4). Discussion centers on culturally specific motivations that may bias the accuracy of self-insight and social insight.

A Mile in Moccasins: How Situational Experience Diminishes Dispositionism in Social Inference

In four studies, this article investigates the impact of situational experience on social inference. Participants without firsthand experience of a situation made more extreme and erroneous inferences about the personalities of people behaving in that situation than did participants with firsthand experience. Firsthand experience, thus, appears to diminish dispositionism in social inference because it informs people about the situational constraints that guide behavior. Across all studies, participants also displayed holier-than-thou biases, overpredicting how generously they would act relative to predictions about their peers and also relative to how they actually acted when the situation came.

Conceptual set as a top - down constraint on visual object identification

Four studies are reported which demonstrate that indirectly, loosely related information, otherwise known as conceptual set, modulates object identification. Studies 1A and 1B demonstrate the impact of indirect, nonspecific, non-perceptual, conceptual primes on the interpretation of ambiguous visual figures. Study 2 demonstrates that indirect, conceptual information (category of farm animals) biases identification without requiring the activation of direct perceptual information (here the image of a horse). Study 3 uses a non-linguistic dependent measure to address the alternative explanation that language and not perception mediates the relationship between incidental conceptual prime and biased object identification. These results suggest that conceptual set constrains object identification.

Approach and Avoidance as Organizing Structures for Motivated Distance Perception

Emerging demonstrations of the malleability of distance perception in affective situations require an organizing structure. These effects can be predicted by approach and avoidance orientation. Approach reduces perceptions of distance; avoidance exaggerates perceptions of distance. Moreover, hedonic valence, motivational intensity, and perceiver arousal cannot alone serve as organizing principles. Organizing the literature based on approach and avoidance can reconcile seeming inconsistent effects in the literature, and offers these motives as psychological mechanisms by which affective situations predict perceptions of distance. Moreover, this perspective complements functional models of perception claiming perceptions of distance serve adaptive responding, and in so doing suggests why perceptions of distance respond to affective situations. This review contributes to the building of a broader theory of motivated distance perception.