Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS

Anika Nissen (), Gabriele Obermeier (), Nadine R. Gier (), Reinhard Schütte () and Andreas Auinger ()
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Anika Nissen: University of Duisburg-Essen
Gabriele Obermeier: University of Applied Sciences Upper Austria
Nadine R. Gier: Heinrich Heine University Düsseldorf
Reinhard Schütte: University of Duisburg-Essen
Andreas Auinger: University of Applied Sciences Upper Austria

A chapter in Information Systems and Neuroscience, 2021, pp 148-161 from Springer

Abstract: Abstract Visual designs of digital signage (DS) content shape and influence consumers’ decisions. Understanding the effect of DS design on consumer behavior requires a fundamental understanding of human reasoning and decision-making. This research explores the effect of different visual design cues of DS on a neural level and through the lens of Fuzzy-Trace Theory (FTT). The FTT suggests that humans have both a verbatim-based and a gist-based information processing. To explore the effect of FTT-based visual design, an experiment using functional near-infrared spectroscopy is conducted. DS are tested on three design levels: (1) verbatim: text, (2) verbatim: photographs, and (3) gist-based. Results show that only the gist-based design resulted in significantly higher self-reported results and activated brain areas in the medial prefrontal cortex, which are associated with emotional and rewarding processing. These results challenge the manifest differentiation only between image and text elements.

Keywords: Digital signage; Visual design; Fuzzy-trace theory; fNIRS; Neural measures (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-88900-5_17

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DOI: 10.1007/978-3-030-88900-5_17

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