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The Implicit Aesthetic Preference for Mobile Marketing Interface Layout-An ERP Study.

Shu Wang1,2,3, Chonghuan Xu2,3,4, Liang Xiao1,2,3

  • 1School of Management and E-Business, Zhejiang Gongshang University, Hangzhou, China.

Frontiers in Human Neuroscience
|October 18, 2021
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Summary
This summary is machine-generated.

Mobile marketing interface layout significantly impacts user aesthetic preferences. This study used event-related potentials (ERPs) to show rapid, implicit preferences for visually appealing mobile marketing designs.

Keywords:
ERPsLPPP2aesthetic preferencecognitive neuroscienceinterface layoutneuroaestheticsneuromarketing

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Area of Science:

  • Cognitive Neuroscience
  • Psychology
  • Human-Computer Interaction
  • Marketing

Background:

  • Optimizing mobile marketing interfaces is crucial for business success.
  • Interface layout is a key factor in aesthetic appeal, but its effect on user preference in mobile marketing is understudied.

Purpose of the Study:

  • To investigate whether mobile marketing interface layouts trigger rapid, implicit aesthetic preferences in users.
  • To explore the cognitive and psychological underpinnings of aesthetic preferences in mobile marketing design.

Main Methods:

  • Empirical study using event-related potentials (ERPs) and behavioral data.
  • Participants viewed mobile marketing interfaces with varying layouts and recorded their preferences.
  • Electroencephalography (EEG) was used to measure brain activity.

Main Results:

  • Significant differences in ERP components (P2 and LPP) were observed between liked and disliked interfaces.
  • P2 component differences were noted in the frontal-central area (200-400 ms).
  • LPP component differences were found in frontal-central and parietal-occipital areas (400-600 ms).

Conclusions:

  • Humans exhibit rapid, implicit aesthetic preferences for interface layouts.
  • Mobile marketing interface layouts eliciting high emotional arousal attract user attention and influence aesthetic preferences, even in free browsing contexts.