Book | Chapter
Understanding, measuring, and designing user experience
the causal relationship between the aesthetic quality of products and user affect
pp. 340-349
Abstract
This study sought to test the often-taken-granted assumption about the causal relationship between the aesthetic quality of products and user affect by using affective priming paradigm. The results showed that when beautiful web-pages were used as primes, the discrepancy between the response latencies to positive target and negative targets was larger than when the primes were ugly-webpage. A parallel pattern was obtained when pleasant pictures and unpleasant pictures were used as primes. Such findings supported the hypothesis that visual Gestalt of products can lead to affective change independent of reflective beauty judgment. The possibility of employing affective priming procedure to measure product beauty is also discussed in the light of the experiment results.
Publication details
Published in:
Jacko Julie (2007) Human-computer interaction. Interaction design and usability: 12th international conference, hci international 2007, beijing, china, july 22-27, 2007, proceedings, part i. Dordrecht, Springer.
Pages: 340-349
DOI: 10.1007/978-3-540-73105-4_38
Full citation:
Zhou Haotian, Fu Xiaolan (2007) „Understanding, measuring, and designing user experience: the causal relationship between the aesthetic quality of products and user affect“, In: J. Jacko (ed.), Human-computer interaction. Interaction design and usability, Dordrecht, Springer, 340–349.