The Role of Visual Complexity in Affective Reactions to Webpages: Subjective, Eye Movement, and Cardiovascular Responses

Author

Tuch, Alexandre N. ; Kreibig, Sylvia D. ; Roth, Sandra P. ; Bargas-Avila, Javier A. ; Opwis, Klaus ; Wilhelm, Frank H.

Author_Institution

Dept. of Cognitive Psychol. & Methodology, Univ. of Basel, Basel, Switzerland

Volume

2

Issue

4

fYear

2011

Firstpage

230

Lastpage

236

Abstract

In this study, we tested whether the visual complexity (VC) of webpages influences viewer´s affective reactions. In a laboratory experiment, 48 students viewed 36 webpages varying in VC while subjective feelings, behavioral, and cardiovascular responses were recorded. Less complex webpages were associated with more positive affect, decreased eye movements (specifically in the first few seconds of viewing), a triphasic heart rate response, and increased finger pulse amplitude. Results suggest that affective responses to webpage viewing differ as a function of VC and that webpage displaying could be made adaptive to the user´s emotions.

Keywords

Web sites; behavioural sciences; Webpage; behavioral response; cardiovascular response; eye movement; finger pulse amplitude; subjective feeling; triphasic heart rate response; visual complexity; Behavioral science; Complexity theory; Electrooculography; Psychology; Testing; Web and internet services; Web pages; Psychophysiology; affective computing; arousal; multicomponent approach; valence.;

fLanguage

English

Journal_Title

Affective Computing, IEEE Transactions on

Publisher

ieee

ISSN

1949-3045

Type

jour

DOI

10.1109/T-AFFC.2011.18

Filename

5959153