Attention web designers: You have 50 milliseconds to make a good first impression!
TL;DR: It is found that visual appeal can be assessed within 50 ms, suggesting that web designers have about 50 ms to make a good first impression.
Abstract: Three studies were conducted to ascertain how quickly people form an opinion about web page visual appeal. In the first study, participants twice rated the visual appeal of web homepages presented for 500 ms each. The second study replicated the first, but participants also rated each web page on seven specific design dimensions. Visual appeal was found to be closely related to most of these. Study 3 again replicated the 500 ms condition as well as adding a 50 ms condition using the same stimuli to determine whether the first impression may be interpreted as a 'mere exposure effect' (Zajonc 1980). Throughout, visual appeal ratings were highly correlated from one phase to the next as were the correlations between the 50 ms and 500 ms conditions. Thus, visual appeal can be assessed within 50 ms, suggesting that web designers have about 50 ms to make a good first impression.
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TL;DR: In this paper, a multidimensional scale to measure user engagement in online shopping environments is presented, based on a theory of engagement and a core set of attributes that operationalized this construct.
Abstract: Facilitating engaging user experiences is essential in the design of interactive systems. To accomplish this, it is necessary to understand the composition of this construct and how to evaluate it. Building on previous work that posited a theory of engagement and identified a core set of attributes that operationalized this construct, we constructed and evaluated a multidimensional scale to measure user engagement. In this paper we describe the development of the scale, as well as two large-scale studies (N=440 and N=802) that were undertaken to assess its reliability and validity in online shopping environments. In the first we used Reliability Analysis and Exploratory Factor Analysis to identify six attributes of engagement: Perceived Usability, Aesthetics, Focused Attention, Felt Involvement, Novelty, and Endurability. In the second we tested the validity of and relationships among those attributes using Structural Equation Modeling. The result of this research is a multidimensional scale that may be used to test the engagement of software applications. In addition, findings indicate that attributes of engagement are highly intertwined, a complex interplay of user-system interaction variables. Notably, Perceived Usability played a mediating role in the relationship between Endurability and Novelty, Aesthetics, Felt Involvement, and Focused Attention. © 2010 Wiley Periodicals, Inc.
541 citations
TL;DR: The results indicate that website quality influences consumers' perceptions of product quality, which subsequently affects online purchase intentions, and signal credibility strengthens the relationship between website quality and product quality perceptions for a high quality website.
Abstract: An electronic commerce marketing channel is fully mediated by information technology, stripping away much of a product's physical informational cues, and creating information asymmetries (i.e., limited information). These asymmetries may impede consumers' ability to effectively assess certain types of products, thus creating challenges for online sellers. Signaling theory provides a framework for understanding how extrinsic cues ᾢ signals ᾢ can be used by sellers to convey product quality information to consumers, reducing uncertainty and facilitating a purchase or exchange. This research proposes a model to investigate website quality as a potential signal of product quality and consider the moderating effects of product information asymmetries and signal credibility. Three experiments are reported that examine the efficacy of signaling theory as a basis for predicting online consumer behavior with an experience good. The results indicate that website quality influences consumers' perceptions of product quality, which subsequently affects online purchase intentions. Additionally, website quality was found to have a greater influence on perceived product quality when consumers had higher information asymmetries. Likewise, signal credibility was found to strengthen the relationship between website quality and product quality perceptions for a high quality website. Implications for future research and website design are examined.
500 citations
Cites background from "Attention web designers: You have 5..."
...In fact, consumers have demonstrated a high degree of confidence in assessing certain aspects of website quality, with one study demonstrating that the visual appeal of a website is often assessed in less than one second (Lindgaard et al. 2006)....
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01 Oct 2010-International Journal of Human-computer Studies \/ International Journal of Man-machine Studies
TL;DR: The present research suggests that the VisAWI appears to be a sound measure of visual aesthetics of websites comprising facets of both practical and theoretical interest.
Abstract: Visual aesthetics has been shown to critically affect a variety of constructs such as perceived usability, satisfaction, and pleasure. Given the importance of visual aesthetics in human-computer interaction, it is vital that it is adequately assessed. The present research aimed at providing a precise operational definition and to develop a new measure of perceived visual aesthetics of websites. Construction of the Visual Aesthetics of Website Inventory (VisAWI) was based on a comprehensive and broad definition of visual aesthetics so that the resulting instrument would completely describe the domain of interest. Four interrelated facets of perceived visual aesthetics of websites were identified and validated in a series of seven studies. Simplicity and Diversity have repeatedly been treated as formal parameters of aesthetic objects throughout the history of empirical aesthetics, Colors are a critical property of aesthetic objects, and Craftsmanship addresses the skillful and coherent integration of the relevant design dimensions. These four facets jointly represent perceived visual aesthetics, but are still distinguishable from each other and carry unique meaning. The subscales contained in the VisAWI demonstrate good internal consistencies. Evidence for the convergent, divergent, discriminative, and concurrent validity of the VisAWI is provided. Overall, the present research suggests that the VisAWI appears to be a sound measure of visual aesthetics of websites comprising facets of both practical and theoretical interest.
449 citations
Cites background from "Attention web designers: You have 5..."
...Second, it is difficult to explain why the item ‘‘aesthetic’’ only loads on the classic aesthetic scale, as both scales should represent dimensions of visual aesthetics (see also, Lindgaard et al., 2006)....
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...For example, the stability of the evaluation of visual aesthetics over time has been investigated repeatedly (Lindgaard et al., 2006; Tractinsky et al., 2006; van Schaik and Ling, 2009) and there are various experimental studies targeted at identifying characteristics of user-interfaces that influence perceived visual aesthetics....
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...Albeit evidence suggests that the initial aesthetic response to briefly presented websites only marginally differs from a more elaborate aesthetic response after viewing a website for a longer period of time (Lindgaard et al., 2006; Tractinsky et al., 2006), it may also be possible that the cognitive representation of an immediate aesthetic response is not accurate or that automatic and conscious processes disagree with respect to the aesthetic evaluation of a stimulus (Leder et al....
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...For example, the stability of the evaluation of visual aesthetics over time has been investigated repeatedly (Lindgaard et al., 2006; Tractinsky et al., 2006; van Schaik and Ling, 2009) and there are various experimental studies targeted at identifying characteristics of user-interfaces that…...
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TL;DR: The results show that the empirical evaluation methods employed as regards usability could be improved by the adoption of automated mechanisms, and the evaluation processes should also be revised to combine more than one method.
Abstract: The release of smartphones and tablets, which offer more advanced communication and computing capabilities, has led to the strong emergence of mHealth on the market. mHealth systems are being used to improve patients' lives and their health, in addition to facilitating communication between doctors and patients. Researchers are now proposing mHealth applications for many health conditions such as dementia, autism, dysarthria, Parkinson's disease, and so on. Usability becomes a key factor in the adoption of these applications, which are often used by people who have problems when using mobile devices and who have a limited experience of technology. The aim of this paper is to investigate the empirical usability evaluation processes described in a total of 22 selected studies related to mHealth applications by means of a Systematic Literature Review. Our results show that the empirical evaluation methods employed as regards usability could be improved by the adoption of automated mechanisms. The evaluation processes should also be revised to combine more than one method. This paper will help researchers and developers to create more usable applications. Our study demonstrates the importance of adapting health applications to users' need.
415 citations
TL;DR: The results showed that participants using the highly appealing phone rated their appliance as being more usable than participants operating the unappealing model, and the visual appearance of the phone had a positive effect on performance, leading to reduced task completion times for the attractive model.
397 citations
Cites background from "Attention web designers: You have 5..."
...The initial attitude (which is formed very early during user-product interaction; (Lindgaard et al., 2006)) may have become more extreme due to biased information assimilation (MacCoun,1998)....
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...in about 50 ms) during userproduct interaction (Lindgaard et al., 2006), which exemplifies the importance of the very first impression....
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...Similarly, in usability testing the user’s attitude towards a product is formed very rapidly (i.e. in about 50 ms) during userproduct interaction (Lindgaard et al., 2006), which exemplifies the importance of the very first impression....
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...(Lindgaard et al., 2006)) may have become more extreme due to biased information assimilation (MacCoun,1998)....
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References
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Book•
01 Jan 1974TL;DR: The authors described three heuristics that are employed in making judgements under uncertainty: representativeness, availability of instances or scenarios, and adjustment from an anchor, which is usually employed in numerical prediction when a relevant value is available.
Abstract: This article described three heuristics that are employed in making judgements under uncertainty: (i) representativeness, which is usually employed when people are asked to judge the probability that an object or event A belongs to class or process B; (ii) availability of instances or scenarios, which is often employed when people are asked to assess the frequency of a class or the plausibility of a particular development; and (iii) adjustment from an anchor, which is usually employed in numerical prediction when a relevant value is available. These heuristics are highly economical and usually effective, but they lead to systematic and predictable errors. A better understanding of these heuristics and of the biases to which they lead could improve judgements and decisions in situations of uncertainty.
31,082 citations
7,489 citations
TL;DR: This work has shown that not only the intensity of an emotion but also its direction may vary greatly both in the amygdala and in the brain during the course of emotion regulation.
Abstract: Emotions are viewed as having evolved through their adaptive value in dealing with fundamental life-tasks. Each emotion has unique features: signal, physiology, and antecedent events. Each emotion ...
7,167 citations
"Attention web designers: You have 5..." refers background in this paper
...In the marketing research literature this long-term effect of a first impression is sometimes referred to as a ‘halo effect’, which carries over that first impression to the evaluation of other attributes of products (Bryant 1997)....
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Book•
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TL;DR: Key issues in affective computing, " computing that relates to, arises from, or influences emotions", are presented and new applications are presented for computer-assisted learning, perceptual information retrieval, arts and entertainment, and human health and interaction.
Abstract: Computers are beginning to acquire the ability to express and recognize affect, and may soon be given the ability to " have emotions. " The essential role of emotion in both human cognition and perception, as demonstrated by recent neurological studies, indicates that affective computers should not only provide better performance in assisting humans, but also might enhance computers' abilities to make decisions. This paper presents and discusses key issues in " affective computing, " computing that relates to, arises from, or influences emotions. Models are suggested for computer recognition of human emotion, and new applications are presented for computer-assisted learning, perceptual information retrieval, arts and entertainment, and human health and interaction. Affective computing, coupled with new wear-able computers, will also provide the ability to gather new data necessary for advances in emotion and cog-nition theory. Nothing in life is to be feared. It is only to be understood. – Marie Curie Emotions have a stigma in science; they are believed to be inherently non-scientific. Scientific principles are derived from rational thought, logical arguments, testable hypotheses, and repeatable experiments. There is room alongside science for " non-interfering " emotions such as those involved in curiosity, frustration, and the pleasure of discovery. In fact, much scientific research has been prompted by fear. Nonetheless, the role of emotions is marginalized at best. Why bring " emotion " or " affect " into any of the deliberate tools of science? Moreover, shouldn't it be completely avoided when considering properties to design into computers? After all, computers control significant parts of our lives – the phone system, the stock market, nuclear power plants, jet landings, and more. Who wants a computer to be able to " feel angry " at them? To feel contempt for any living thing? In this essay I will submit for discussion a set of ideas on what I call " affective computing, " computing that relates to, arises from, or influences emotions. This will need some further clarification which I shall attempt below. I should say up front that I am not proposing the pursuit of computerized cingulotomies 1 or even into the business of building " emotional computers ". 1 The making of small wounds in the ridge of the limbic system known as the cingulate gyrus, a surgical procedure to aid severely depressed patients. Nor will I propose answers to the difficult and intriguing questions , " …
5,700 citations
"Attention web designers: You have 5..." refers methods in this paper
...For each squared correlation, one variable was the mean homepage visual appeal rating by each of the 31 participants collapsed across all 50 homepages and the other the mean rating by the same 31 participants for a visual characteristic....
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Book•
01 Jan 1980
4,611 citations
"Attention web designers: You have 5..." refers background in this paper
...Thus, visual appeal can be assessed within 50ms, suggesting that web designers have about 50 ms to make a good first impression....
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