Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS

Anika Nissen, Gabriele Obermeier, Nadine R. Gier, Reinhard Schütte, Andreas Auinger

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung

Abstract

Visual designs of digital signage (DS) content shape and influence consumers’ decisions. Understanding the effect of DS design on consumer behavior requires a fundamental understanding of human reasoning and decision-making. This research explores the effect of different visual design cues of DS on a neural level and through the lens of Fuzzy-Trace Theory (FTT). The FTT suggests that humans have both a verbatim-based and a gist-based information processing. To explore the effect of FTT-based visual design, an experiment using functional near-infrared spectroscopy is conducted. DS are tested on three design levels: (1) verbatim: text, (2) verbatim: photographs, and (3) gist-based. Results show that only the gist-based design resulted in significantly higher self-reported results and activated brain areas in the medial prefrontal cortex, which are associated with emotional and rewarding processing. These results challenge the manifest differentiation only between image and text elements.

OriginalspracheEnglisch
TitelInformation Systems and Neuroscience - NeuroIS Retreat, 2021
Redakteure/-innenFred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Gernot Müller-Putz
Herausgeber (Verlag)Springer
Seiten148-161
Seitenumfang14
ISBN (Print)9783030888992
DOIs
PublikationsstatusVeröffentlicht - 2021
VeranstaltungNeuroIS Retreat 2021 : Virtual Conference - Online, Online
Dauer: 1 Juni 20213 Juni 2021
http://www.neurois.org

Publikationsreihe

NameLecture Notes in Information Systems and Organisation
Band52 LNISO
ISSN (Print)2195-4968
ISSN (elektronisch)2195-4976

Konferenz

KonferenzNeuroIS Retreat 2021
KurztitelNeuroIS
OrtOnline
Zeitraum01.06.202103.06.2021
Internetadresse

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