Aesthetics, affect and user preference - Finding objective measures for subjective experiences

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.authorLipponen, Satu 
dc.contributor.departmentDepartment of Information and Service Economyen
dc.contributor.departmentTieto- ja palvelutalouden laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2013-12-18T11:19:21Z
dc.date.available2013-12-18T11:19:21Z
dc.date.dateaccepted2013-12-02 
dc.date.issued2013 
dc.description.abstractObjectives of the study The Human-Computer Interaction (HCI) field has long concentrated on easily measured variables such as effectiveness, adoption and ease of use to study technology usage. In order to study user preference in particular, the inclusion of more socio-cognitive variables such aesthetics and emotions is necessary. However, these subjective experiences are intrinsically harder to measure: using subjective measures like questionnaires give results that are colored by cognitive processing, whereas subjective evaluations are formed instantly after exposure. The objective is to find what the effect of aesthetics and emotions are to user preference, and to test whether eye movement could provide an objective measure to support and validate subjective measures. Academic background and methodology Based on previous literature and studies, a model predicting user preference is developed. For eye movement tracking, modern abstract and representative art are used as test material. It is hypothesized that user preference is predicted by aesthetics, fixations (static eye movement), valence, arousal and dominance (emotions). The direct effect of these variables as well as the mediating effect of emotions is studied. The direct effect is tested by regression analysis, and the results are used for modify the model accordingly. The results are verified by path analysis which is also used to test the mediation effect of emotions and group differences of abstract and representative images. Findings and conclusions The research hypotheses were mainly confirmed by the study. It was found that aesthetics, valence and arousal explain and predict preference. Only dominance did not significantly predict preference. Aesthetic and affect reactions are formed instantly after viewing an object, they are involuntary in nature and the effect of these rapid evaluations is long lasting. Measuring such swift decisions is challenging, but it was found that eye movement and fixations in particular predict preference. In practical terms, it means fixations can be used along with self-reported measures to corroborate subjective evaluations.en
dc.ethesisid13407 
dc.format.extent65 
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/11869
dc.identifier.urnURN:NBN:fi:aalto-201312198148
dc.language.isoenen
dc.locationP1 I
dc.programme.majorInformation Systems Scienceen
dc.programme.majorTietojärjestelmätiedefi
dc.subject.helecontietojärjestelmät 
dc.subject.heleconinformation systems 
dc.subject.helecondesign management 
dc.subject.helecondesign management 
dc.subject.heleconkäytettävyys 
dc.subject.heleconusability 
dc.subject.heleconkokemus 
dc.subject.heleconexperience 
dc.subject.heleconvisuaalinen 
dc.subject.heleconvisual 
dc.subject.heleconkuluttajakäyttäytyminen 
dc.subject.heleconconsumer behaviour 
dc.subject.keywordaesthetics 
dc.subject.keywordaffect 
dc.subject.keywordemotions 
dc.subject.keywordvalence 
dc.subject.keywordarousal 
dc.subject.keyworddominance 
dc.subject.keyworduser preference 
dc.subject.keywordeye movement 
dc.subject.keywordfixations 
dc.titleAesthetics, affect and user preference - Finding objective measures for subjective experiencesen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.dcmitypetexten
dc.type.ontasotMaster's thesisen
dc.type.ontasotPro gradu tutkielmafi
local.aalto.idthes13407
local.aalto.openaccessyes
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