Passive visual behavior modifiers and consumer psychophysiology online.

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dc.contributor.advisorRavikumar, Rukmini
dc.contributor.authorGault, Adam W.
dc.contributor.committeeMemberHamlin, Mark
dc.contributor.committeeMemberHorton, Amanda
dc.date.accessioned2020-05-26T20:39:28Z
dc.date.available2020-05-26T20:39:28Z
dc.date.issued2012
dc.description.abstractThrough 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, (H2) a greater proportion of image to text, and (H3) a color system with a dominant wavelength of approximately 650nm would evoke higher average levels of amplitude (μV) 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.--Abstract.
dc.identifier.oclc(OCoLC)ocn841411276
dc.identifier.other(AlmaMMSId)9978588185202196
dc.identifier.urihttps://hdl.handle.net/11244/324738
dc.rightsAll rights reserved by the author, who has granted UCO Chambers Library the non-exclusive right to share this material in its online repositories. Contact UCO Chambers Library's Digital Initiatives Working Group at diwg@uco.edu for the permission policy on the use, reproduction or distribution of this material.
dc.subject.lcshConsumer behavior
dc.subject.lcshPsychophysiology
dc.thesis.degreeM.F.A., Design
dc.titlePassive visual behavior modifiers and consumer psychophysiology online.
dc.typeAcademic theses
thesis.degree.grantorJackson College of Graduate Studies
uco.groupUCO - Graduate Works and Theses::UCO - Theses

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