The Interplay between Classical Aesthetics, Expressive Aesthetics and Persuasiveness in Behavior Modeling

Oyibo, Kiemute; Adaji, Ifeoma; Orji, Rita; Olabenjo, Babatunde; Vassileva, Julita

doi:10.14236/ewic/HCI2018.15

Abstract

Research has shown that visual aesthetics plays a key role in the persuasiveness of behavior change support systems. However, there is limited knowledge on how much each of the two dimensions of visual aesthetics (classical and expressive) contributes to the aesthetics-persuasiveness relationship. To bridge this gap, we conducted an empirical study among 669 subjects in North America to investigate: (1) the interrelationships among all three design constructs— classical aesthetics, expressive aesthetics and persuasiveness —using fitness apps featuring exercise behavior models as a case study; and (2) the moderating effect of the gender, race and exercise-type characteristics of the behavior model. Our Structure Equation Model (SEM) analysis shows that, regardless of the gender, race and exercise-type characteristics of the behavior model, both classical aesthetics and expressive aesthetics significantly impact persuasiveness . Overall, our path model explains 41% of the variance of persuasiveness , with expressive aesthetics having a stronger direct influence and mediating the influence of classical aesthetics on persuasiveness . Our findings underscore the need for designers of persuasive apps to leverage both dimensions of visual aesthetics —especially expressive aesthetics —in the design of behavior models to increase their persuasiveness as change agents.

Content

Author and article information

Contributors

Kiemute Oyibo

Ifeoma Adaji

Rita Orji

Babatunde Olabenjo

Julita Vassileva

Conference

Publication date: July 2018

Publication date (Print): July 2018

Pages: 1-10

Affiliations

[1 ] University of Saskatchewan

Saskatoon, Canada

[2 ] Dalhousie University

Halifax, Canada

Article

DOI: 10.14236/ewic/HCI2018.15

SO-VID: bb446956-95e9-44de-b000-58ce2797e989

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 32nd International BCS Human Computer Interaction Conference

Conference acronym: HCI

Conference number: 32

Conference location: Belfast, UK

Conference date: 4 - 6 July 2018

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Human Computer Interaction Conference

History

Product

1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2018.15

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

Categories

Series title: Electronic Workshops in Computing

ScienceOpen disciplines: Applied computer science,Computer science,Security & Cryptology,Graphics & Multimedia design,General computer science,Human-computer-interaction

Keywords: persuasiveness,Classical aesthetics,expressive aesthetics,behavior model,fitness app,gender,race,exercise-type

C. AbrahamS. Michie 2008 A taxonomy of behavior change techniques used in interventions. Health psychology?: official journal of the Division of Health Psychology, American Psychological Association 27 3 379 87 Available at: http://www.ncbi.nlm.nih.gov/pubmed/18624603
D. ConroyC. YangJ.P. Maher 2014 Behavior Change Techniques in Top-Ranked Mobile Apps for Physical Activity. Am. J. Prev. Med. 46 6 649 652
B.J. Fogg 2003 Persuasive Technology: Using Computers to Change What We Think and Do Morgan Kaufmann
H. Ginsborg 2014 Kant’s Aesthetics and Teleology. The Stanford Encyclopedia of Philosophy Available at: http://plato.stanford.edu/archives/fall2014/entries/kant-aesthetics/%5Cninternal-pdf://0.0.0.169/kant-aesthetics.html
J.F. Hair 2014 A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Sage Publications, Inc Washington DC
P. Hekkert 2006 Design aesthetics: principles of pleasure in design. Psychology science 48 2 157
J. HenselerG. HubonaP.A. Ray 2016 Using PLS path modeling in new technology research?: updated guidelines. Emerald 116 1 2 20
J. HenselerC.M. RingleM. Sarstedt 2014 A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science 43 1 115 135
T. LavieN. Tractinsky 2004 Assessing dimensions of perceived visual aesthetics of web sites. International journal of human-computer studies 60 3 269 298
J. Leaviss 2010 The role of usability, usefulness and frame in persuasive health communication Available at: http://etheses.nottingham.ac.uk/1986/
T. LehtoH. Oinas-KukkonenF. Drozd 2012 Factors affecting perceived persuasiveness of a behavior change support system. Thirty Third International Conference on Information Systems October 2015 1 15 Available at: http://aisel.aisnet.org/icis2012/proceedings/HumanBehavior/18/
L. Mastin 2008 The Basics of Philosophy 1 2 Available at: http://www.philosophybasics.com/branch_aesthetics.html [Accessed September 23, 2017]
H. Oinas-kukkonenM. Harjumaa 2009 Persuasive Systems Design Key Issues, Process Model, and System Features. Communications of the Association for Information Systems 24 28 485 500
R. OrjiK. Moffatt 2016 Persuasive technology for health and wellness: State-of-the-art and emerging trends. Health Informatics Journal 1 26 Available at: http://www.ncbi.nlm. nih.gov/pubmed/27245673
K. OyiboY.S. AliJ. Vassileva 2016 An empirical analysis of the perception of mobile website interfaces and the influence of culture In CEUR Workshop Proceedings 44 56
K. OyiboJ. Vassileva 2017a The Interplay of Aesthetics, Usability and Credibility in Mobile Website Design and the Moderation Effect of Gender SBC Journal on Interactive Systems 8 2 4 19
K. OyiboJ. Vassileva 2016 The Interplay of Aesthetics, Usability and Credibility in Mobile Websites and the Moderation by Culture In Proceedings of the 15th Brazilian Symposium on Human Factors in Computer Systems - IHC ’16 1 10 Available at: http://dl.acm.org/citation.cfm?doid=3033701.3033711
K. OyiboJ. Vassileva 2017b What Drives Perceived Usability in Mobile Web Design?: Classical or Expressive Aesthetics? In 19th International Conference on Human-Computer Interaction Vancouver 445 462
A.C. van RielR. 2017 Estimating hierarchical constructs using consistent partial least squares. Industrial Management & Data Systems 117 3 459 477 Available at: http://www.emeraldinsight.com/doi/10.1108/IMDS-07-2016-0286
A. SondereggerJ. SauerJ. Eichenberger 2014 Expressive and classical aesthetics: two distinct concepts with highly similar effect patterns in user–artefact interaction. Behaviour & Information Technology 33 11 1180 1191 Available at: http://dx.doi.org/10.1080/0144929X.2013.853835
W.R. Thompson 2014 Worldwide survey of fitness trends for 2015: What’s Driving the Market. ACSM’s Health and Fitness Journal 18 6 8 17
W.R. Thompson 2015 Worldwide survey of fitness trends for 2016 ACSM s Health & Fitness Journal 19 6 9 18 Available at: http://www.researchgate.net/publication/283311113_WORLDWIDE_SURVEY_OF_FITNESS_TRENDS_FOR_2016_10th_Anniversary_Edition
W.R. Thompson 2016 Worldwide survey of fitness trends for 2017 ACSM’s Health and Fitness Journal 20 6 8 17
N. Tractinsky 2002 Visual Aesthetics. Interaction-Design 1 71
K.K. Wong 2013 Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin 24 1 1 32 Available at: http://marketing-bulletin.massey.ac.nz/v24/mb_v24_t1_wong. pdf

Comments

[1] C. AbrahamS. Michie 2008 A taxonomy of behavior change techniques used in interventions. Health psychology?: official journal of the Division of Health Psychology, American Psychological Association 27 3 379 87 Available at: http://www.ncbi.nlm.nih.gov/pubmed/18624603

[2] D. ConroyC. YangJ.P. Maher 2014 Behavior Change Techniques in Top-Ranked Mobile Apps for Physical Activity. Am. J. Prev. Med. 46 6 649 652

[3] B.J. Fogg 2003 Persuasive Technology: Using Computers to Change What We Think and Do Morgan Kaufmann

[4] H. Ginsborg 2014 Kant’s Aesthetics and Teleology. The Stanford Encyclopedia of Philosophy Available at: http://plato.stanford.edu/archives/fall2014/entries/kant-aesthetics/%5Cninternal-pdf://0.0.0.169/kant-aesthetics.html

[5] J.F. Hair 2014 A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Sage Publications, Inc Washington DC

[6] P. Hekkert 2006 Design aesthetics: principles of pleasure in design. Psychology science 48 2 157

[7] J. HenselerG. HubonaP.A. Ray 2016 Using PLS path modeling in new technology research?: updated guidelines. Emerald 116 1 2 20

[8] J. HenselerC.M. RingleM. Sarstedt 2014 A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science 43 1 115 135

[9] T. LavieN. Tractinsky 2004 Assessing dimensions of perceived visual aesthetics of web sites. International journal of human-computer studies 60 3 269 298

[10] J. Leaviss 2010 The role of usability, usefulness and frame in persuasive health communication Available at: http://etheses.nottingham.ac.uk/1986/

[11] T. LehtoH. Oinas-KukkonenF. Drozd 2012 Factors affecting perceived persuasiveness of a behavior change support system. Thirty Third International Conference on Information Systems October 2015 1 15 Available at: http://aisel.aisnet.org/icis2012/proceedings/HumanBehavior/18/

[12] L. Mastin 2008 The Basics of Philosophy 1 2 Available at: http://www.philosophybasics.com/branch_aesthetics.html [Accessed September 23, 2017]

[13] H. Oinas-kukkonenM. Harjumaa 2009 Persuasive Systems Design Key Issues, Process Model, and System Features. Communications of the Association for Information Systems 24 28 485 500

[14] R. OrjiK. Moffatt 2016 Persuasive technology for health and wellness: State-of-the-art and emerging trends. Health Informatics Journal 1 26 Available at: http://www.ncbi.nlm. nih.gov/pubmed/27245673

[15] K. OyiboY.S. AliJ. Vassileva 2016 An empirical analysis of the perception of mobile website interfaces and the influence of culture In CEUR Workshop Proceedings 44 56

[16] K. OyiboJ. Vassileva 2017a The Interplay of Aesthetics, Usability and Credibility in Mobile Website Design and the Moderation Effect of Gender SBC Journal on Interactive Systems 8 2 4 19

[17] K. OyiboJ. Vassileva 2016 The Interplay of Aesthetics, Usability and Credibility in Mobile Websites and the Moderation by Culture In Proceedings of the 15th Brazilian Symposium on Human Factors in Computer Systems - IHC ’16 1 10 Available at: http://dl.acm.org/citation.cfm?doid=3033701.3033711

[18] K. OyiboJ. Vassileva 2017b What Drives Perceived Usability in Mobile Web Design?: Classical or Expressive Aesthetics? In 19th International Conference on Human-Computer Interaction Vancouver 445 462

[19] A.C. van RielR. 2017 Estimating hierarchical constructs using consistent partial least squares. Industrial Management & Data Systems 117 3 459 477 Available at: http://www.emeraldinsight.com/doi/10.1108/IMDS-07-2016-0286

[20] A. SondereggerJ. SauerJ. Eichenberger 2014 Expressive and classical aesthetics: two distinct concepts with highly similar effect patterns in user–artefact interaction. Behaviour & Information Technology 33 11 1180 1191 Available at: http://dx.doi.org/10.1080/0144929X.2013.853835

[21] W.R. Thompson 2014 Worldwide survey of fitness trends for 2015: What’s Driving the Market. ACSM’s Health and Fitness Journal 18 6 8 17

[22] W.R. Thompson 2015 Worldwide survey of fitness trends for 2016 ACSM s Health & Fitness Journal 19 6 9 18 Available at: http://www.researchgate.net/publication/283311113_WORLDWIDE_SURVEY_OF_FITNESS_TRENDS_FOR_2016_10th_Anniversary_Edition

[23] W.R. Thompson 2016 Worldwide survey of fitness trends for 2017 ACSM’s Health and Fitness Journal 20 6 8 17

[24] N. Tractinsky 2002 Visual Aesthetics. Interaction-Design 1 71

[25] K.K. Wong 2013 Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin 24 1 1 32 Available at: http://marketing-bulletin.massey.ac.nz/v24/mb_v24_t1_wong. pdf

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