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Attention web designers: You have 50 milliseconds to make a good first impression! Behaviour and Information Technology, 25(2), 115-126
Behaviour & Information Technology
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.
... In e-commerce, Kamoun and Halaweh identified UI design factors that enhance perceived security, including, permanent working links, demonstrations and help tools, information accuracy and easy navigation [55] Well-designed storefronts that follow usability guidelines can strengthen user trust and encourage purchasing behavior. Consistent with this, Shneiderman emphasized the role of intelligibility and transaction transparency in improving trust, without compromising aesthetic and minimalist design principles [21], [42], [43], [44]. Domain-specific usability evaluations, such as those conducted in e-commerce or healthcare systems, highlight the importance of tailored usability metrics and methods [72][78] [81]. ...
... • Aesthetic design: Clean, minimalist interfaces are often perceived as more secure [21], [44]. ...
... [21], [42], [43], [44], [77], [78], [79], [80] 10 UIDF24 ...
The increasing complexity of the digital world has amplified the importance of both security and usability in user interface design. While numerous approaches address these issues separately, there is a lack of perception-oriented evaluation models that integrate usability and perceived security into a single framework. This paper proposes the Usability and Perceived Security Evaluation Model (UPSEM), which enables developers to assess both dimensions simultaneously during the early stages of interface design. UPSEM incorporates hierarchical criteria based on design factors and groups that influence users’ look-and-feel-driven perceptions of usability and security. The model employs the Analytical Hierarchy Process, a multi-criteria decision-making method, to evaluate interfaces systematically. Expert evaluations were conducted to validate the model, resulting in a final version that includes 25 design factors categorized into three groups. Notably, the study found no consensus among experts on the existence of a trade-off between usability and perceived security, challenging previous assumptions in the literature. The findings demonstrate that UPSEM provides a practical and scientifically grounded metric for identifying interface features requiring improvement. By offering a structured approach to measure usability and perceived security together, UPSEM supports developers in designing user interfaces that are both usable and secure from the outset.
... Because the visual appeal of a website plays a crucial role in the consumer's decision process (Lindgaard et al. 2006), we further include the following set of control variables that allow us to capture the quality signals of the campaign presentation: ...
Sustainability has emerged as a critical element in entrepreneurial finance, yet its role in reward‐based crowdfunding (RBC) remains underexplored. Existing studies on sustainability and crowdfunding primarily focus on equity‐based models, specific project types, or single‐country analyses, leading to mixed findings and limited generalizability. To address this gap, we conducted a cross‐country study assessing how sustainability disclosure influences RBC crowdfunding success. Using a novel machine learning approach, we objectively classify campaign sustainability orientation, overcoming the subjectivity of traditional keyword‐based methods. Analyzing 1838 Kickstarter campaigns across Europe, we find that sustainability disclosure increases funds raised by 70.4% and success probability by 10%, accounting for several control variables. These results provide empirical evidence that sustainability serves as a quality signal, mitigating information asymmetry and significantly increasing campaign success. Our study advances the entrepreneurial finance literature by demonstrating the positive impact of sustainability disclosure in crowdfunding and introducing a machine learning–based methodology for objective sustainability classification. Beyond theoretical contributions, the findings offer practical implications for entrepreneurs and platform regulators, emphasizing the strategic importance of transparent sustainability communication to ensure crowdfunding success.
... Görsel kullanıcı araştırmalarında, sıklıkla kullanılan "5 saniye testi" (the five-second test) katılımcıların görsele ilişkin ilk etkisini ölçmek için yeterli bir süre ve iyi bir araçtır (Lindgaard et al. 2006;Perfetti, 2007;Rohrer, 2008;Whitenton, 2018). Bu çalışmada da katılımcılara 31 Mart 2024 yerel seçiminin tanıtımı yapılmak üzere seçim başlangıç afişleri olarak kullanılan "Tam Yol İleri" ve "Sadece İstanbul" afişleri gösterilmiştir (CHP Ataşehir İlçe Başkanlığı, 2024; Kurum, 2024). ...
... The study of consumers' emotional responses to marketing stimuli has long been a key focus, particularly in today's digital landscape. On the internet, consumers tend to process images before text (Lindgaard et al., 2006), making visual elements crucial for capturing attention and fostering emotional engagement. The dynamic nature of these environments further amplifies this importance. ...
This study reviews the recent literature on Automated Emotion Recognition (AER), focusing on image and video-based methods applied in marketing research. The literature overview highlights the transformative potential of AER, including real-time, unobtrusive, and scalable applications. It identifies key tools, including Noldus' FaceReader and iMotions' Facial Expression Analysis, as significant contributors to insights in diverse contexts such as e-commerce, social media, and online platforms. The analysis also addresses theoretical challenges, such as the limitations of Ekman's basic emotion theory and the contextual dependence of facial expressions. Practical recommendations for AER use include incorporating multimodal approaches and ensuring cultural and contextual inclusivity in training datasets. Thus, the current work advances the discourse on leveraging AER for refined marketing strategies.
The aim of this study is to examine the sense of trust that the logos of applications operating in various subcategories in the field of health evoke in users. The study evaluated application logos in different categories such as health, nutrition, child health, fitness, medicines, first aid, chronic diseases, mental health, therapy, and sleep. This study is a cross-sectional survey study conducted using the quantitative research method. The aim of the study is to examine the effect of the logo designs of health applications on the perception of trustworthiness of users. Since it is known that the color in the logo directly affects user trust, all logos were converted to black and white in order to eliminate this effect. This study examined the effects of the logo designs of health applications on the perception of trustworthiness of users. Participants evaluated a total of 55 logos in 10 different categories using a Likert scale ranging from 1 to 9. The obtained data revealed that there were significant differences in terms of perception of trustworthiness among the subcategories of health applications. These differences show that the first impression and sense of trust created by logo designs on users vary according to the content and purpose of the application. ÖZ Bu çalışmanın amacı, sağlık alanında çeşitli alt kategorilerde faaliyet gösteren uygulamaların logolarının kullanıcılarda uyandırdığı güven duygusunu incelemektir. Çalışmada uygulama logoları sağlık, beslenme, çocuk sağlığı, fitness, ilaçlar, ilk yardım, kronik hastalıklar, ruh sağlığı, terapi ve uyku gibi farklı kategorilerde değerlendirilmiştir. Bu çalışma, nicel araştırma yöntemi kullanılarak yürütülen kesitsel bir anket çalışmasıdır. Çalışmanın amacı, sağlık uygulamalarının logo tasarımlarının kullanıcıların güven algısı üzerindeki etkisini incelemektir. Logodaki rengin kullanıcı güvenini doğrudan etkilediği bilindiğinden bu etkiyi ortadan kaldırmak amacıyla tüm logolar siyah beyaza dönüştürülmüştür. Bu çalışmada sağlık uygulamalarının logo tasarımlarının kullanıcıların güven algısı üzerindeki etkileri incelenmiştir. Katılımcılar toplam 55 logoyu 1'den 9'a kadar değişen Likert ölçeği kullanarak 10 farklı kategoride değerlendirmişlerdir. Elde edilen veriler, sağlık uygulamalarının alt kategorileri arasında güven algısı açısından anlamlı farklılıklar olduğunu ortaya koymuştur. Bu farklılıklar, logo tasarımlarının kullanıcılarda yarattığı ilk izlenimin ve güven duygusunun, uygulamanın içeriğine ve amacına göre farklılık gösterdiğini göstermektedir.
We test how effective a human–algorithm interaction is at stopping users from overdrawing their bank accounts. We use a randomized field experiment and draw our sample from users of a large personal financial management platform operating in the United States and Canada. We find that sending as-needed reminders is effective in and of itself, and the impact is intensified by the human response to the structure of the message. More simple messages are more effective, and the framing of the simplified message makes a difference. Users with medium to high annual incomes and users with fair to good credit scores are most likely to respond positively. We find that the investigated artificial intelligence solution reduces information-gathering costs and has a positive effect but is not sufficient in all cases. Those with challenging financial situations may find it harder to act upon the warning. For our analysis, we employ parametric identifications and time-to-event semiparametric analysis. Our work contributes to the literature on financial technology as advisors, human–computer interaction, limited attention, behavioral finance, and experimental finance.
This paper has been accepted by Jean-Edouard Colliard for the Special Issue on The Human–Algorithm Connection.
Funding: O. Sade acknowledges financial support for this research from the Krueger Center and the Albertson-Waltuch Chair in Business Administration.
Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2022.00304 .
The importance of behaviorally informed interventions against misinformation is increasingly acknowledged, and the concept of nudging has received attention as a promising approach to promoting conscious decision-making when confronted with online misinformation. Nudges, however, may not always produce the desired behaviors; they may lead to side effects, and even backfire. With nudges most often being studied behaviorally, this article argues for the importance of inquiring into users’ perceptions before deploying nudges in the field. We employ a semi-structured interviewing technique, the Repertory-Grid Technique, to inquire into how end-users, like citizens, journalists and policymakers, perceive six concepts of technology-mediated nudging designed to counter online misinformation. The study identifies nine construct categories, such as respectfulness, proactivity, and simplicity, which participants employed to differentiate among and evaluate the nudges. By considering these constructs during nudge design, choice architects can mitigate risks regarding their acceptance and sustained effectiveness. This study contributes to a growing body of literature on the factors that shape nudge failure.
This study investigates the role of Olympic visual identity design (OVID) in shaping national image perception among citizens of the host nation, with a focus on cognitive and emotional mechanisms. Despite extensive research on branding and national identity, few studies systematically explore how OVID influences national image perception, particularly within the host country. The study develops a conceptual framework integrating visual communication, semiotics, cognitive psychology, and nation branding to examine how OVID (stimulus) affects cognitive processing (organism), ultimately shaping national image perception and related behavioral intentions (response). Using the Stimulus-Organism-Response (SOR) model, the research identifies key design attributes—such as aesthetic quality (harmony, naturalness, elaborateness) and cultural relevance (cultural symbolism, historical relevance)—that influence attention, comprehension, memory retention, and emotional engagement. Findings reveal that culturally coherent and visually distinctive OVID strengthens national image perception by reinforcing cultural identity and fostering emotional engagement. Emotionally charged and symbolically rich designs capture attention and enhance memory retention, with emotional responses mediating the relationship between visual identity and behaviors such as tourism interest and national pride. This research contributes to the understanding of Olympic branding and national identity, offering practical insights for Olympic organizers and policymakers. The proposed framework calls for future empirical validation through quantitative modeling and cross-cultural studies.
Purpose
Consumers seeking detailed product information pose challenges to managers hoping to optimize product displays. Although additional product information may entice consumers, it may also repel them with overcrowded displays. The purpose of this paper is to propose and test a subtle method to help marketers mitigate overcrowding in information-rich product displays: visually contrasting the foreground objects in the product display.
Design/methodology/approach
The authors report one field and two lab experiments that test their hypotheses. (An additional lab experiment is included in the Web Appendix).
Findings
This study shows that visually contrasting foreground objects from one another can reduce perceived display crowdedness (mediator), increase perceived display aesthetics (mediator) and increase shopping intentions (dependent measure), effects that increase with the consumer’s aesthetics appreciation (moderator). These findings are important because managers may fear visually contrasting foreground objects in product displays, as was confirmed in a motivational study in which managers preferred a lower-contrasted display over a higher-contrasted display, even though the higher-contrasted display outperformed the lower-contrasted display in click-through-rates.
Originality/value
Prior research indicates that increasing the interstitial space among products in a display can reduce display crowdedness and improve display evaluations while increasing shopping intentions. However, the extra interstitial space takes up room and thus sacrifices the amount of product information “above the fold” on a Web page. To the best of the authors’ knowledge, this study is the first to propose increasing visual contrast between foreground objects in a product display to reduce crowdedness and increase shopping intentions.
An evolved module for fear elicitation and fear learning with 4 characteristics is proposed. (a) The fear module is preferentially activated in aversive contexts by stimuli that are fear relevant in an evolutionary perspective. (b) Its activation to such stimuli is automatic. (c) It is relatively impenetrable to cognitive control. (d) It originates in a dedicated neural circuitry, centered on the amygdala. Evidence supporting these propositions is reviewed from conditioning studies, both in humans and in monkeys; illusory correlation studies; studies using unreportable stimuli; and studies from animal neuroscience. The fear module is assumed to mediate an emotional level of fear learning that is relatively independent and dissociable from cognitive learning of stimulus relationships.
The role of response transformations was examined in an information integration task in which different models were supported for different response scales. In Experiment 1, one group of subjects made subjective estimates of cost in dollars (cost estimates) for a series of hypothetical trips described by varying levels of gasoline price, gas mileage, and distance and another group of subjects made comparative ratings of the relative expense of each trip. A multiplicative model was supported for the cost estimates and an additive model was supported for the comparative ratings. In Experiment 2, a single group of subjects made cost estimates and then were asked, in the absence of stimulus values, to convert these judgments to comparative ratings. A multiplicative model was supported for each response mode, indicating a linear response transformation. It was concluded that the different response patterns in Experiment 1 were due to different integration processes for different response requirements rather than a nonlinear response transformation.
This book, a member of the Series in Affective Science, is a unique interdisciplinary sequence of articles on the cognitive neuroscience of emotion by some of the most well-known researchers in the area. It explores what is known about cognitive processes in emotion at the same time it reviews the processes and anatomical structures involved in emotion, determining whether there is something about emotion and its neural substrates that requires they be studied as a separate domain. Divided into four major focal points and presenting research that has been performed in the last decade, this book covers the process of emotion generation, the functions of amygdala, the conscious experience of emotion, and emotion regulation and dysregulation. Collectively, the chapters constitute a broad but selective survey of current knowledge about emotion and the brain, and they all address the close association between cognitive and emotional processes. By bringing together diverse strands of investigation with the aim of documenting current understanding of how emotion is instantiated in the brain, this book will be of use to scientists, researchers, and advanced students of psychology and neuroscience.
This landmark volume brings together the work of the world's leading researchers in subliminal perception. This compilation marks a fundamental shift in the current study of subliminal effects: No longer in question is the notion that perception without awareness occurs. Now, the emphasis is on elucidating the parameters of subliminal effects and understanding the conditions under which stimuli perceived without awareness significantly influence affect, cognition, and behavior.
"Perception Without Awareness" firmly establishes subliminal perception within the mainstream of psychological science. Well represented here are the two main research branches that have emerged: One directly investigates the nature of subliminal effects; the other uses subliminal techniques as tools for investigating psychological phenomena such as hypnosis, dreaming, repression, social judgment and inference, psychopathology, and symptom formation.
Timely and thought-provoking, "Perception Without Awareness" is sure to be of enormous interest to all psychoanalytic clinicians and scholars, as well as cognitive, clinical, and social psychologists whose work touches upon issues relating to psychopathology, perception, cognition, and memory. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Psychophysical scaling models of the form R = f(I), with R the response and I some intensity of an attribute, all assume that people judge the amounts of an attribute. With simple biases excepted, most also assume that judgments are independent of space, time, and features of the situation other than the one being judged. Many data support these ideas: Magnitude estimations of brightness (R) increase with luminance (I). Nevertheless, I argue that the general model is wrong. The stabilized retinal image literature shows that nothing is seen if light does not change over time. The classification literature shows that dimensions often combine to produce emergent properties that cannot be described by the elements in the stimulus. These and other effects cannot be adjusted for by simply adding variables to the general model because some factors do not combine linearly. The proposed alternative is that people initially judge the entire stimulus – the object in terms of its environment. This agrees with the constancy literature that shows that objects and their attributes are identified through their relations to other aspects of the scene. That the environment determines judgments is masked in scaling studies where the standard procedure is to hold context constant. In a typical brightness study (where different lights are presented on the same background on different trials) the essential stimulus might be the intensity of the light or a difference between the light and the background. The two are perfectly confounded. This issue is examined in the case of audition. Judgments of the loudness of a tone depend on how much that tone differs from the previous tone in both pitch and loudness. To judge loudness (and other attributes) people first seem to process the stimulus object in terms of differences between it and other aspects in the situation; only then do they assess the feature of interest. Psychophysical judgments will therefore be better interpreted by theories of attention that are based in biology or psychology than those (following Fechner) that are based in classical physics.