Early EEG responses indicate liking for artworks presented in rapid visual streams

When we appreciate visual art, we often take our time: We visit museums or galleries and deliberately engage with artworks and their meaning. Yet, our liking might at least partly be shaped by incidental encoding of the artworks' visual features, a process initially independent from sustained engagement. Here, we show that liking for visual art can be predicted from rapid and automatic responses in the visual brain. We recorded EEG responses while participants viewed 999 artworks from the Vienna Art Picture System (VAPS), which features complex artworks that span different categories and art styles. Artworks were shown with a 300ms stimulus-onset-asynchrony (150ms on, 150 off), and participants responded to occasional target images. Using representational similarity analysis, we predicted the geometry of neural representations from the artworks' similarity in liking (based on ratings from a different group of observers), while simultaneously controlling for similarities in other properties (category, art style, valence, arousal, and familiarity). Crucially, neural responses emerging within the first 150ms were robustly connected to liking, even though the task did not afford any liking judgments. Strikingly, this early neural correlate of liking was also observed in a second experiment, in which we presented the same 999 artworks with a 50ms stimulus-onset-asynchrony. Our results show that even under ultra-fast presentation conditions, automatic neural responses rapidly indicate liking. While fully appreciating an artwork may still need deliberate and prolonged engagement, the perceptual basis of whether we like or dislike an artwork seems to be laid in a split second.