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

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Information Systems and Neuroscience (NeuroIS 2021)

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 52))

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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.

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Acknowledgements

Part of this work was funded by the European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie grant agreement No. 765395.

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Authors and Affiliations

  1. Institute for Computer Science and Business Information Systems, University of Duisburg-Essen, Essen, Germany

    Anika Nissen & Reinhard Schütte

  2. School of Business and Management, University of Applied Sciences Upper Austria, Steyr, Austria

    Gabriele Obermeier & Andreas Auinger

  3. Faculty of Business Administration and Economics, Heinrich Heine University Düsseldorf, Düsseldorf, Germany

    Nadine R. Gier

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  1. Anika Nissen
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  2. Gabriele Obermeier
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  3. Nadine R. Gier
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  4. Reinhard Schütte
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  5. Andreas Auinger
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Correspondence to Anika Nissen .

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Editors and Affiliations

  1. Texas Tech University, Lubbock, TX, USA

    Fred D. Davis

  2. University of Applied Sciences Upper Austria and University of Linz, Steyr/Linz, Austria

    René Riedl

  3. University of Liechtenstein, Vaduz, Liechtenstein

    Jan vom Brocke

  4. HEC Montréal, Montréal, QC, Canada

    Pierre-Majorique Léger

  5. Kennesaw State University, Kennesaw, GA, USA

    Adriane B. Randolph

  6. Graz University of Technology, Graz, Austria

    Gernot Müller-Putz

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Nissen, A., Obermeier, G., Gier, N.R., Schütte, R., Auinger, A. (2021). Consumers Prefer Abstract Design in Digital Signage: An Application of Fuzzy-Trace Theory in NeuroIS. In: Davis, F.D., Riedl, R., vom Brocke, J., Léger, PM., Randolph, A.B., Müller-Putz, G. (eds) Information Systems and Neuroscience. NeuroIS 2021. Lecture Notes in Information Systems and Organisation, vol 52. Springer, Cham. https://doi.org/10.1007/978-3-030-88900-5_17

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