DRS2012 Bangkok Proceedings Vol 4 - Design Research Society

1912 Conference Proceedings
3.3 Experimental set-up
Masked Aversion – Walking and Staring behavior towards Stigmatizing Products
Figure 1
Male and female confederate in the three conditions
The experiment was set up in a spacious hall with no visual or physical obstructions. The
hall had a length of 20m and a width of 2,7m. The confederate was placed, leaning
against the wall, at a distance of 12m from the entrance. Five overhead cameras were
positioned in a lighting rail, 4m above the confederate. To avoid distortion we made sure
that there was enough overlap between the video images of the overhead cameras.
Combining the five images enabled us to monitor the passers-by over a distance of 15m,
10m before and 5m after passing the research confederate. Prior to the actual
experiment we interrogated 35 passers-by and asked them whether they had noticed
anything unusual in the empty hallway; none of them reported noticing the overhead
cameras.
Figure 2
The hall in which the experiment was set up