|
Title:
|
JUDGING WEB PAGE VISUAL APPEAL: DO EAST AND WEST REALLY DIFFER? |
|
Author(s):
|
Gitte Lindgaard , Justyna Litwinska , Cathy Dudek |
|
ISBN:
|
978-972-8924-59-1 |
|
Editors:
|
Katherine Blashki |
|
Year:
|
2008 |
|
Edition:
|
Single |
|
Keywords:
|
visual appeal, mere exposure effect, cultural differences, first impression |
|
Type:
|
Full Paper |
|
First Page:
|
157 |
|
Last Page:
|
164 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
Two studies exploring potential cultural difference in taste are presented in which visual appeal is rated for a set of North
American and Taiwanese/Chinese web pages each seen for either 500- or 50 milliseconds. Study 1 confirmed the
universality of the mere exposure effect, reflecting a physiologically-based more or less intense feeling of pleasure.
Chinese/Taiwanese participants rated visual appeal significantly more highly than Canadians when judging web pages
representing their native culture, but no differences emerged in visual appeal ratings of North American web pages. The
results are ambivalent with respect to the issue of localization vis à vis globalization of web pages. The studies identify a
preliminary set of attributes of visually appealing web pages. |
|
|
|
|
|
|
