An aesthetic hedonic contrast paradox

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Abstract
A paradox in the relative hedonic evaluation of pictures was reported, and 2 forms of the paradox, strong and weak, were distinguished. Sequences of gradually changing pictures were valued by 48 Ss on a scale from 1 to 100 relative to the first member of the sequence with a fixed value of 10. Pooled results showed the last picture in a sequence was always valued more highly than the first, even if the identity of the pictures involved was reversed, whereas individual analyses revealed a less consistent and more complex pattern of responses. The paradox may be resolved by an explanation in terms of individual Ss shifting their frames of reference with successive stimuli.

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