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

doi:10.1007/978-3-030-88900-5_17

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/Tagungsband › Konferenzbeitrag › Begutachtung

1 Zitat (Scopus)

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.

Originalsprache	Englisch
Titel	Information Systems and Neuroscience - NeuroIS Retreat, 2021
Redakteure/-innen	Fred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Gernot Müller-Putz
Herausgeber (Verlag)	Springer
Seiten	148-161
Seitenumfang	14
ISBN (Print)	9783030888992
DOIs	https://doi.org/10.1007/978-3-030-88900-5_17
Publikationsstatus	Veröffentlicht - 2021
Veranstaltung	NeuroIS Retreat 2021 : Virtual Conference - Online, Online Dauer: 1 Juni 2021 → 3 Juni 2021 http://www.neurois.org

Publikationsreihe

Name	Lecture Notes in Information Systems and Organisation
Band	52 LNISO
ISSN (Print)	2195-4968
ISSN (elektronisch)	2195-4976

Konferenz

Konferenz	NeuroIS Retreat 2021
Kurztitel	NeuroIS
Ort	Online
Zeitraum	01.06.2021 → 03.06.2021
Internetadresse	http://www.neurois.org

UN SDGs

Dieser Output leistet einen Beitrag zu folgendem(n) Ziel(en) für nachhaltige Entwicklung

SDG 12 – Verantwortungsvoller Konsum und Produktion

Zugriff auf Dokument

10.1007/978-3-030-88900-5_17

Andere Dateien und Links

Link zur Publikation in Scopus

PERFORM - Pioneering the Digital Future for Omnichannel Retail Managers
Auinger, A. (Leitende(r) Forscher/-in), Obermayr, M. (Weitere Forschende) & Zimmermann, R. (Weitere Forschende)
MSCA - Marie Curie Actions
01.01.2018 → 31.12.2022
Projekt: Forschungsprojekt

Zitieren

Nissen, A., Obermeier, G., Gier, N. R., Schütte, R., & Auinger, A. (2021). Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS. in F. D. Davis, R. Riedl, J. vom Brocke, P.-M. Léger, A. B. Randolph, & G. Müller-Putz (Hrsg.), Information Systems and Neuroscience - NeuroIS Retreat, 2021 (S. 148-161). (Lecture Notes in Information Systems and Organisation; Band 52 LNISO). Springer. https://doi.org/10.1007/978-3-030-88900-5_17

Nissen, Anika ; Obermeier, Gabriele ; Gier, Nadine R. et al. / Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS. Information Systems and Neuroscience - NeuroIS Retreat, 2021. Hrsg. / Fred D. Davis ; René Riedl ; Jan vom Brocke ; Pierre-Majorique Léger ; Adriane B. Randolph ; Gernot Müller-Putz. Springer, 2021. S. 148-161 (Lecture Notes in Information Systems and Organisation).

@inproceedings{1d1c8e82fc464e729acdbcfe45d1f453,

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

abstract = "Visual designs of digital signage (DS) content shape and influence consumers{\textquoteright} 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.",

keywords = "Digital signage, Fuzzy-trace theory, Neural measures, Visual design, fNIRS",

author = "Anika Nissen and Gabriele Obermeier and Gier, \{Nadine R.\} and Reinhard Sch{\"u}tte and Andreas Auinger",

note = "Funding Information: Part of this work was funded by the European Union{\textquoteright}s Horizon 2020 research and innovation program under the Marie Sk{\l}odowska-Curie grant agreement No. 765395. Publisher Copyright: {\textcopyright} 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.; NeuroIS Retreat 2021 ; Conference date: 01-06-2021 Through 03-06-2021",

year = "2021",

doi = "10.1007/978-3-030-88900-5\_17",

language = "English",

isbn = "9783030888992",

series = "Lecture Notes in Information Systems and Organisation",

publisher = "Springer",

pages = "148--161",

editor = "Davis, \{Fred D.\} and Ren{\'e} Riedl and \{vom Brocke\}, Jan and Pierre-Majorique L{\'e}ger and Randolph, \{Adriane B.\} and Gernot M{\"u}ller-Putz",

booktitle = "Information Systems and Neuroscience - NeuroIS Retreat, 2021",

address = "Germany",

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}

Nissen, A, Obermeier, G, Gier, NR, Schütte, R & Auinger, A 2021, Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS. in FD Davis, R Riedl, J vom Brocke, P-M Léger, AB Randolph & G Müller-Putz (Hrsg.), Information Systems and Neuroscience - NeuroIS Retreat, 2021. Lecture Notes in Information Systems and Organisation, Bd. 52 LNISO, Springer, S. 148-161, NeuroIS Retreat 2021 , Online, 01.06.2021. https://doi.org/10.1007/978-3-030-88900-5_17

Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS. / Nissen, Anika; Obermeier, Gabriele; Gier, Nadine R. et al.
Information Systems and Neuroscience - NeuroIS Retreat, 2021. Hrsg. / Fred D. Davis; René Riedl; Jan vom Brocke; Pierre-Majorique Léger; Adriane B. Randolph; Gernot Müller-Putz. Springer, 2021. S. 148-161 (Lecture Notes in Information Systems and Organisation; Band 52 LNISO).

Publikation: Beitrag in Buch/Bericht/Tagungsband › Konferenzbeitrag › Begutachtung

TY - GEN

T1 - Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS

AU - Nissen, Anika

AU - Obermeier, Gabriele

AU - Gier, Nadine R.

AU - Schütte, Reinhard

AU - Auinger, Andreas

N1 - Funding Information: Part of this work was funded by the European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie grant agreement No. 765395. Publisher Copyright: © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - Digital signage

KW - Fuzzy-trace theory

KW - Neural measures

KW - Visual design

KW - fNIRS

UR - https://www.scopus.com/pages/publications/85119443560

U2 - 10.1007/978-3-030-88900-5_17

DO - 10.1007/978-3-030-88900-5_17

M3 - Conference contribution

SN - 9783030888992

T3 - Lecture Notes in Information Systems and Organisation

SP - 148

EP - 161

BT - Information Systems and Neuroscience - NeuroIS Retreat, 2021

A2 - Davis, Fred D.

A2 - Riedl, René

A2 - vom Brocke, Jan

A2 - Léger, Pierre-Majorique

A2 - Randolph, Adriane B.

A2 - Müller-Putz, Gernot

PB - Springer

T2 - NeuroIS Retreat 2021

Y2 - 1 June 2021 through 3 June 2021

ER -

Nissen A, Obermeier G, Gier NR, Schütte R, Auinger A. Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS. in Davis FD, Riedl R, vom Brocke J, Léger PM, Randolph AB, Müller-Putz G, Hrsg., Information Systems and Neuroscience - NeuroIS Retreat, 2021. Springer. 2021. S. 148-161. (Lecture Notes in Information Systems and Organisation). doi: 10.1007/978-3-030-88900-5_17

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

Abstract

Publikationsreihe

Konferenz

UN SDGs

Zugriff auf Dokument

Andere Dateien und Links

Fingerprint

Projekte

PERFORM - Pioneering the Digital Future for Omnichannel Retail Managers

Zitieren