The current studies examined the effect of aesthetic appeal on performance. According to one hypothesis, appeal would lead to overall decrements or enhancements in performance [e.g. Sonderegger & Sauer, (Applied Ergonomics, 41, 403-410, 2010)]. Alternatively, appeal might influence performance only in problem situations, such as when the task is difficult [e.g. Norman, (2004)]. The predictions ...

Three studies were conducted to ascertain how quickly people form an opinion about web page visual appeal. In the first study, participants twice rated the visual appeal of web homepages presented for 500 ms each. The second study replicated the first, but participants also rated each web page on seven specific design dimensions. Visual appeal was found to be closely related to most of these. S...

Despite the expected value of online customer reviews as an emerging advertising medium, the manner of enforcing its effectiveness on customers’ purchase behavior is still a question not well answered. To address the question, we propose a new central route cue called “advertising appeal” to examine attitude and intention to purchase a product or service based on the reasoning of the elaboratio...

Two research syntheses evaluate the effects on attitudes of forewarning of an influence appeal. In general, warnings appeared to threaten people's attitudes or their self-images, and warning impact depended on which aspect of the self was threatened. When the topic of the appeal was involving and concerned immediate outcomes or when the appeal was actually delivered, recipients appeared to focu...