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We analyze the effect of a smile in personas pictures on persona perceptions, including credibility, likability, similarity, and willingness to use. We conduct an online experiment with 2,400 participants using a 16-item survey and multiple persona profile treatments of which half have a smiling photo and half do not. We find that persona profiles...
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Context 1
... from changing the picture according to the experimental variables, all other information (e.g., topics of interest, most viewed content, quotes) was kept unchanged. Table 2 defines the information elements of the persona profile. ...Citations
... In this way, gender is highlighted as a demographic point of interest in both users and user perceptions of gendered personas. In [61], for instance, the authors conducted a survey measuring user perceptions of pseudopersonas, specifically in response to pairs of identical profiles where the profile features a smiling picture versus a non-smiling picture. They found gender to be an influential attribute of generated personas, wherein variation in the gender of participants resulted in perceptual variation of the gendered personas. ...
Information access research (and development) sometimes makes use of gender, whether to report on the demographics of participants in a user study, as inputs to personalized results or recommendations, or to make systems gender-fair, amongst other purposes. This work makes a variety of assumptions about gender, however, that are not necessarily aligned with current understandings of what gender is, how it should be encoded, and how a gender variable should be ethically used. In this work, we present a systematic review of papers on information retrieval and recommender systems that mention gender in order to document how gender is currently being used in this field. We find that most papers mentioning gender do not use an explicit gender variable, but most of those that do either focus on contextualizing results of model performance, personalizing a system based on assumptions of user gender, or auditing a model's behavior for fairness or other privacy-related issues. Moreover, most of the papers we review rely on a binary notion of gender, even if they acknowledge that gender cannot be split into two categories. We connect these findings with scholarship on gender theory and recent work on gender in human-computer interaction and natural language processing. We conclude by making recommendations for ethical and well-grounded use of gender in building and researching information access systems.
... This interpretation is generally in line with previous HCI research regarding the foundational impact of photos in persona profiles (Hill et al. 2017;Salminen et al. 2018d;Salminen et al. 2019b). Possibly, stock photos can appear, at times, less realistic than photos of 'real people' because they are 'too shiny, too perfect' (or 'too smiling' [Salminen et al. 2019e]). Thus, if the generator's outputs are closer to real people than stock photos in their appearance, it is possible that these pictures are deemed more realistic than stock photos. ...
We conduct two studies to evaluate the suitability of artificially generated facial pictures for use in a customer-facing system using data-driven personas. STUDY 1 investigates the quality of a sample of 1,000 artificially generated facial pictures. Obtaining 6,812 crowd judgments, we find that 90% of the images are rated medium quality or better. STUDY 2 examines the application of artificially generated facial pictures in data-driven personas using an experimental setting where the high-quality pictures are implemented in persona profiles. Based on 496 participants using 4 persona treatments (2 × 2 research design), findings of Bayesian analysis show that using the artificial pictures in persona profiles did not decrease the scores for Authenticity, Clarity, Empathy, and Willingness to Use of the data-driven personas. ARTICLE HISTORY
... Thus, researchers can focus on a subset of them. As an example, this was done in a study by Salminen et al. [123] that selected four constructs from the PPS to investigate how smiling in persona pictures affects user perceptions. ...
... How does increased persona transparency affect persona perceptions? (in review)How does using a smiling vs. non-smiling picture in the persona profile affect persona perceptions?[123,124] How does the use of toxic quotes shape persona perceptions? ...
Although used in many domains, the evaluation of personas is difficult due to the lack of validated measurement instruments. To tackle this challenge, we propose the Persona Perception Scale (PPS), a survey instrument for evaluating how individuals perceive personas. We develop the scale by reviewing relevant literature from social psychology, persona studies, and Human-Computer Interaction to find relevant constructs and items for measuring persona perceptions. Following initial pilot testing, we conduct an exploratory validation of the scale with 412 respondents and find that the constructs and items of the scale perform satisfactorily for deployment. The research has implications for both academic researchers and persona developers. Using the PPS, researchers and designers can evaluate how different persona designs affect individual perceptions of personas, for example persona users’ (e.g., designers, marketers, software developers) perceived credibility of the persona and their willingness to use it. Because persona perceptions are associated with persona acceptance and adoption, using a perceptual measurement instrument can improve the chances of persona adoption and use in real organizations.
Purpose
The “what is beautiful is good” (WIBIG) effect implies that observers tend to perceive physically attractive people in a positive light. The authors investigate how the WIBIG effect applies to user personas, measuring designers' perceptions and task performance when employing user personas for the design of information technology (IT) solutions.
Design/methodology/approach
In a user experiment, the authors tested six different personas with 235 participants that were asked to develop remote work solutions based on their interaction with a fictitious user persona.
Findings
The findings showed that a user persona's perceived attractiveness was positively correlated with other perceptions of the persona. The personas' completeness, credibility, empathy, likability and usefulness increased with attractiveness. More attractive personas were also perceived as more agreeable, emotionally stable, extraverted and open, and the participants spent more time engaging with personas they perceived attractive. A linguistic analysis indicated that the IT solutions created for more attractive user personas demonstrated a higher degree of affect, but for the most part, task outputs did not vary by the personas' perceived attractiveness.
Research limitations/implications
The WIBIG effect applies when designing IT solutions with user personas, but its effect on task outputs appears limited. The perceived attractiveness of a user persona can impact how designers interact with and engage with the persona, which can influence the quality or the type of the IT solutions created based on the persona. Also, the findings point to the need to incorporate hedonic qualities into the persona creation process. For example, there may be contexts where it is helpful that the personas be attractive; there may be contexts where the attractiveness of the personas is unimportant or even a distraction.
Practical implications
The findings point to the need to incorporate hedonic qualities into the persona creation process. For example, there may be contexts where it is helpful that the personas be attractive; there may be contexts where the attractiveness of the personas is unimportant or even a distraction.
Originality/value
Because personas are created to closely resemble real people, the authors might expect the WIBIG effect to apply. The WIBIG effect might lead decision makers to favor more attractive personas when designing IT solutions. However, despite its potential relevance for decision making with personas, as far as the authors know, no prior study has investigated whether the WIBIG effect extends to the context of personas. Overall, it is important to understand how human factors apply to IT system design with personas, so that the personas can be created to minimize potentially detrimental effects as much as possible.
There has been little research into whether a persona's picture should portray a happy or unhappy individual. We report a user experiment with 235 participants, testing the effects of happy and unhappy image styles on user perceptions, engagement, and personality traits attributed to personas using a mixed-methods analysis. Results indicate that the participant's perceptions of the persona's realism and pain point severity increase with the use of unhappy pictures. In contrast, personas with happy pictures are perceived as more extroverted, agreeable, open, conscientious, and emotionally stable. The participants’ proposed design ideas for the personas scored more lexical empathy scores for happy personas. There were also significant perception changes along with the gender and ethnic lines regarding both empathy and perceptions of pain points. Implications are the facial expression in the persona profile can affect the perceptions of those employing the personas. Therefore, persona designers should align facial expressions with the task for which the personas will be employed. Generally, unhappy images emphasize realism and pain point severity, and happy images invoke positive perceptions.
During exceptional times when researchers do not have physical access to users of technology, the importance of remote user studies increases. We provide recommendations based on lessons learned from conducting online user studies utilizing four online research platforms (Appen, MTurk, Prolific, and Upwork). Our recommendations aim to help those inexperienced with online user studies. They are also beneficial for those interested in increasing their proficiency, employing this increasingly important research methodology for studying people’s interactions with technology and information.