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Hedonic Quality: The Inference and perspective processing approach.

Boom, Q.O. (2013) Hedonic Quality: The Inference and perspective processing approach.

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Abstract:This paper replicates a study made by Tuch et al. (2012), investigating the role of visual complexity (VC) and prototypicality (PT) as website design factors, on shaping users’ hedonic quality (HQ) judgments. During this study 76 website varying in VC and PT were randomly presented and rated on perceived HQ. These 76 websites were rated four times for varying presentation-times, 17, 33, 500 and without limit. Results showed that VC and PT affected HQ judgments, even when websites were presented for 17 ms. As presentation-times increase, the effect of VC declines steadily, supporting the reasoning of the information-processing stage model of aesthetic processing (Leder et al., 2004) that information is processed in different stages. As presentation-times increase the effect of PT remains stable, contradicting the stage model by Leder et al. (2004). Websites with low VC and high PT received high HQ ratings, especially when presentation-times were higher. Overall, it seems that HQ judgment is formed in a somewhat different fashion than beauty judgment, contradicting the occurrence of an inference effect as supposed by Hassenzahl & Monk (2010).
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/64013
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