Time critical? Does exposure time and brand information change users’ evaluations of website appeal?

First impressions have been deemed important when making evaluations of website appeal. However, little is known about the long term nature of decision-making with respect to judgements of website appeal and how these may be shaped by other information available to us. This research aims to examine (a) how users’ evaluations of website may change over time, (b) how brand information may change appeal evaluations (as opposed to judgements of products shown on a website) and (c) whether combining eye tracking with traditional subjective measures of appeal can inform us about the information used in making decisions about website appeal. Research outcomes will help to shape the formation of guidelines for future website development.

Content

Author and article information

Contributors

Daniel Bradley

Professor Siné McDougall

Conference

Publication date: July 2016

Publication date (Print): July 2016

Pages: 1-3

Affiliations

[0001]Bournemouth University

Fern Barrow, Poole, BH12 5BB UK

Article

DOI: 10.14236/ewic/HCI2016.90

SO-VID: a247a818-4431-476a-b7d4-8ae909a8ae89

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: Proceedings of the 30th International BCS Human Computer Interaction Conference

Conference acronym: HCI

Conference number: 30

Conference location: Bournemouth University, Poole, UK

Conference date: 11 - 15 July 2016

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Fusion

History

Product

1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2016.90

Self URI (journal page): https://ewic.bcs.org/

REFERENCES

N. ChoS. Oh 2012 The Influence of Product-brand Web Sites on Attitudes toward Brand Image. Journal of Information Technology Applications & Management 19 3 69 84
A. De AngeliJ. HartmannA. Sutcliffe 2009 The Effect of Brand on the Evaluation of Websites Human-Computer Interaction -INTERACT 2009: 12th IFIP TC 13 International Conference. Proceedings, Part II Uppsala, Sweden 24-28 August 2009 Berlin, Heidelberg Springer Berlin Heidelberg 638 651
M. R. GreeneA. Oliva 2009 The Briefest of Glances: The Time Course of Natural Scene Understanding. Psychological Science 20 4 464 472
T.C. HandyD. SmilekL. GeigerC. LiuJ.W. Schooler 2008 ERP evidence for rapid hedonic evaluation of logos. Journal of Cognitive Neuroscience 22 124 138
J. HartmannA. SutcliffeA. De Angeli 2008 Towards a theory of user judgment of aesthetics and user interface quality. ACM Transactions On Computer-Human Interaction 15 4
H. LederB. BelkeA. OeberstD. Augustin 2004 A model of aesthetic appreciation and aesthetic judgements. British Journal of Psychology 95 4 489 508
G. LindgaardG. FernandesC. DudekJ. Brown 2006 Attention web designers: You have 50 milliseconds to make a good first impression Behaviour & Information Technology 25 2 115 126
G. LindgaardC. DudekD. SenL. SumegiP. Noonan 2011 An exploration of relations between visual appeal, trustworthiness and perceived usability of homepages. ACM Transactions on Computer-Human Interaction (TOCHI) 18 1 1
M. MoshagenM. T. Thielsch 2010 Facets of visual aesthetics. International Journal of Human-Computer Studies 68 10 689 709
L. MuchnikS. AralS.J. Taylor 2013 Social influence bias: A randomized experiment. Science 341 6146 647 651
S. Nainwal 2013 Love at first sight: Using eye-tracking to design for visceral appeal. Conference on Human Factors in Computing Systems (CHI) France, Paris 27 April 2 May 2003 ACM New York, NY, USA
D. A. Norman 2004 Introduction to this special section on beauty, goodness, and usability. Human-Computer Interaction 19 4 311 318
M. ParkS. J. Lennon 2009 Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal 13 2 149 160
R. E. PettyJ. T. Cacioppo 1986 The elaboration likelihood model of persuasion 1 24 New York Springer
A.N. TuchE.E. PresslaberM. StöCklinK. OpwisJ.A. Bargas-Avila 2012 The role of visual complexity and prototypicality regarding first impression of websites: Working towards understanding aesthetic judgments. International Journal of Human-Computer Studies 70 11 794 811
N. TractinskyA. CokhaviM. KirschenbaumT. Sharfi 2006 Evaluating the consistency of immediate aesthetic perceptions of web pages. International journal of human-computer studies 64 11 1071 1083
D. T. WegenerR. E. PettyK. L. BlankenshipB. Detweiler-Bedell 2010 Elaboration and numerical anchoring: Breadth, depth, and the role of (non-)thoughtful processes in anchoring theories. Journal of Consumer Psychology 20 1 28 32

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Comment on this article

[1] N. ChoS. Oh 2012 The Influence of Product-brand Web Sites on Attitudes toward Brand Image. Journal of Information Technology Applications & Management 19 3 69 84

[2] A. De AngeliJ. HartmannA. Sutcliffe 2009 The Effect of Brand on the Evaluation of Websites Human-Computer Interaction -INTERACT 2009: 12th IFIP TC 13 International Conference. Proceedings, Part II Uppsala, Sweden 24-28 August 2009 Berlin, Heidelberg Springer Berlin Heidelberg 638 651

[3] M. R. GreeneA. Oliva 2009 The Briefest of Glances: The Time Course of Natural Scene Understanding. Psychological Science 20 4 464 472

[4] T.C. HandyD. SmilekL. GeigerC. LiuJ.W. Schooler 2008 ERP evidence for rapid hedonic evaluation of logos. Journal of Cognitive Neuroscience 22 124 138

[5] J. HartmannA. SutcliffeA. De Angeli 2008 Towards a theory of user judgment of aesthetics and user interface quality. ACM Transactions On Computer-Human Interaction 15 4

[6] H. LederB. BelkeA. OeberstD. Augustin 2004 A model of aesthetic appreciation and aesthetic judgements. British Journal of Psychology 95 4 489 508

[7] G. LindgaardG. FernandesC. DudekJ. Brown 2006 Attention web designers: You have 50 milliseconds to make a good first impression Behaviour & Information Technology 25 2 115 126

[8] G. LindgaardC. DudekD. SenL. SumegiP. Noonan 2011 An exploration of relations between visual appeal, trustworthiness and perceived usability of homepages. ACM Transactions on Computer-Human Interaction (TOCHI) 18 1 1

[9] M. MoshagenM. T. Thielsch 2010 Facets of visual aesthetics. International Journal of Human-Computer Studies 68 10 689 709

[10] L. MuchnikS. AralS.J. Taylor 2013 Social influence bias: A randomized experiment. Science 341 6146 647 651

[11] S. Nainwal 2013 Love at first sight: Using eye-tracking to design for visceral appeal. Conference on Human Factors in Computing Systems (CHI) France, Paris 27 April 2 May 2003 ACM New York, NY, USA

[12] D. A. Norman 2004 Introduction to this special section on beauty, goodness, and usability. Human-Computer Interaction 19 4 311 318

[13] M. ParkS. J. Lennon 2009 Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal 13 2 149 160

[14] R. E. PettyJ. T. Cacioppo 1986 The elaboration likelihood model of persuasion 1 24 New York Springer

[15] A.N. TuchE.E. PresslaberM. StöCklinK. OpwisJ.A. Bargas-Avila 2012 The role of visual complexity and prototypicality regarding first impression of websites: Working towards understanding aesthetic judgments. International Journal of Human-Computer Studies 70 11 794 811

[16] N. TractinskyA. CokhaviM. KirschenbaumT. Sharfi 2006 Evaluating the consistency of immediate aesthetic perceptions of web pages. International journal of human-computer studies 64 11 1071 1083

[17] D. T. WegenerR. E. PettyK. L. BlankenshipB. Detweiler-Bedell 2010 Elaboration and numerical anchoring: Breadth, depth, and the role of (non-)thoughtful processes in anchoring theories. Journal of Consumer Psychology 20 1 28 32

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