The effect of user control on the cognitive and emotional processing of pictures

This paper explores psychology related to the moment that control is exercised dur-ing interactions with media. What is the difference in the thoughtful and emotional engagement of viewers with the content presented between reacting to media versus controlling its onset? Subjects viewed pictures on a computer as part of a 2 (control) × 2 (picture type) × 16 (repetitions) × 2 (order) within-subjects experiment (N = 22). In one condition, subjects controlled the picture onset with a computer mouse. In the other condition, the computer controlled the picture onset. Heart rate and skin con-ductance were collected as indicators of the automatic attention and arousal elicited by each manipulation of control. Results showed that subjects exhibited a cardiac ori-enting response when the computer controlled the onset of emotional pictures. Sub-jects failed to orient when they had control over picture onset. Physiological arousal, as measured by skin conductance, was higher when subjects had control over picture onset. Subjects gave higher subjective ratings on valence and arousal for pictures that were presented by the computer. These results are discussed in relation to current as-sumptions about interactive media and audience activity. Media experiences often start with a mouse click. Interactive technology allows people to control experiences by deciding for themselves when information will be presented. Products on a website, news in a blog and pictures in a slide show all ap-pear milliseconds after an exact moment when information is selected with an in-put device attached to a computer. This control, exercised several times per view