The Beholder's Eye: Vision and Perception in Afterimage Studies of Attitude Change



Prominent studies using the afterimage in attitude change were reviewed and critiqued using a closer understanding of the physiology of the eye. Given the way that the eye creates afterimages, it is suggested that Moscovici and Personaz’ (1980) original findings could be re-interpreted. Using evidence from subsequent work on the afterimage effect, the author suggests a re-interpretation using Nemeth's (1986) divergent thinking hypothesis. Possible explanations of blue-green afterimage experiments and opportunities for future research are explored.