University of Twente Student Theses


First Impression Website Attractiveness : a Consumer Neuroscience Approach

Rotshuizen, Leander (2018) First Impression Website Attractiveness : a Consumer Neuroscience Approach.

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Abstract:This study examines whether it is possible to make well-founded first impression attractiveness judgements of websites in only 50ms by comparing it to a 500ms exposure duration. Visual complexity (VC) and prototypicality (PT) are important factors when making first impression attractiveness judgements according to Leder et al. (2004) and are therefore included in this study. This study examined besides the effect of VC and PT on attractiveness also the effect of both factors on visual attention, as visual attention is expected to be related to the choice of a website. The experiment displayed two webpages (with different VC and PT properties) at a time and the participants had to indicate which website they found the most attractive. Presentation time of the websites was varied (500ms vs 50ms) in order to compare the effect of VC and PT at both durations. Moreover, electroencephalogram (EEG) and electrooculogram (EOG) data was collected in order to measure visual attention and eye movements. Results showed that there is a negative effect of high VC and positive effect of high PT on first impression visual appeal judgements of websites in both the 500ms and 50ms condition. The effect of high PT is positive in the behavioural data but negative in the EEG data, suggesting that atypical websites draw visual attention but are not perceived as visually appealing. Finally, results suggest that the effect of VC is as fast and strong as PT in both exposure durations. The findings in this paper are in particular important for web designers to take into account when developing or optimizing web designs, as adaptation of the findings in this study will increase first impression attractiveness judgements of their websites.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Business Administration MSc (60644)
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