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Passive Visual Behavior Modifiers an...

Gault, Adam W.

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Passive Visual Behavior Modifiers and Consumer Psychophysiology Online.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Passive Visual Behavior Modifiers and Consumer Psychophysiology Online./
作者:	Gault, Adam W.
面頁冊數:	201 p.
附註:	Source: Masters Abstracts International, Volume: 50-06, page: 3465.
Contained By:	Masters Abstracts International50-06.
標題:	Design and Decorative Arts. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1510453
ISBN:	9781267338211

Passive Visual Behavior Modifiers and Consumer Psychophysiology Online.
Gault, Adam W.

Passive Visual Behavior Modifiers and Consumer Psychophysiology Online. - 201 p.

Source: Masters Abstracts International, Volume: 50-06, page: 3465.

Thesis (M.F.A.)--University of Central Oklahoma, 2012.

Through an examination of the electroencephalography (EEG) data collected from 27 university students, this study examined the efficacy of three known passive visual behavior modifiers---color, layout, and motion---in an e-commerce environment. These three variables have significant scholarly support in the context of traditional media, but their effect online is still largely unsubstantiated. Using EEG readings taken from regions of interest Fp1 and Fp2, the researcher attempted to measure and compare sustained evoked response upon exposure to six fictitious e-commerce web pages, each exhibiting a different passive visual behavior modifier. It was hypothesized that ( H1) a product in a subtle state of motion, (H 2) a greater proportion of image to text, and (H 3) a color system with a dominant wavelength of approximately 650nm would evoke higher average levels of amplitude (&mgr;V) and frequency (Hz) in the ventromedial prefrontal cortex compared to stimuli exhibiting inverse properties: a static product image, a greater proportion of text to image, and a color system with a dominant wavelength of approximately 490nm. The biofeedback measurement was supplemented by a qualitative interview. Participant responses were analyzed for key words, phrases, and trends related to consumer attitude and product preference. While no significant differences were found between the visual stimuli, this study provides insight, limitations, and direction for future psychophysiological research relating to e-commerce.

ISBN: 9781267338211Subjects--Topical Terms:

1024640
Design and Decorative Arts.

Passive Visual Behavior Modifiers and Consumer Psychophysiology Online.
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500 $a Includes supplementary digital materials.
500 $a Adviser: Rukmini Ravikumar.
502 $a Thesis (M.F.A.)--University of Central Oklahoma, 2012.
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