The impact of luminance contrast on attention and memory

• Main Authors: Su, Ling Yap, Xiu, Boon Tan, Chee, Seng Tan
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2017
• Online Access: http://journalarticle.ukm.my/21484/1/265-1093-1-PB.pdf; http://journalarticle.ukm.my/21484/; https://spaj.ukm.my/ppppm/jpm/issue/view/28
• Institution: Universiti Kebangsaan Malaysia

Previous studies have found that luminance contrast may enhance attention and attention is positively correlated with memory. However, little attention has been given to understand the impact of luminance contrast on memory. The present study attempts to address this gap by examining the effect of luminance contrast on attention and memory. A total of 159 undergraduates were randomly assigned to three luminance contrast conditions (high vs. moderate vs. low) and were administered a modified d2 test and modified words memory test. Multivariate analysis of variance showed significant effect of luminance contrast on memory performance. Participants in the high and moderate luminance contrast groups recalled more words than counterparts in the low contrast group. However, the effect of luminance contrast on attention was not significant, though planned comparison found that high contrast group scored higher than low contrast group. The findings not only shed light on improvement of memory but also have implication for design and marketing and consumer behaviours study.