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Eye-catcher or blind spot? The effect of photographs of faces on e-commerce sites

Riegelsberger, J; Sasse, MA; McCarthy, JD; (2003) Eye-catcher or blind spot? The effect of photographs of faces on e-commerce sites. In: Monteiro, JL and Swatman, PMC and Tavares, LV, (eds.) Towards the Knowledge Society: eCommerce, eBusiness and eGovernment The Second IFIP Conference on E-Commerce, E-Business, E-Government (I3E 2002). (pp. 383 - 398). Springer

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Abstract

E-commerce still suffers from consumers' lack of trust. Most e-commerce researchers focus on building trust through cues that appeal to rational decision-making. These cues are usually implemented as text (e.g. privacy policies). In print advertising, affective attitudes and trust are commonly built by using photographs of people. On the web, however, users as well as interface design experts believe that photos impair task performance by attracting visual attention. In this study we compared online-shoppers' gaze patterns on pages with a photo of a person to pages with a text box of the same size. Our data does not support the claim that photographs decrease task performance. In fact, users spend more time looking at the text box. We found that the photograph attracts more attention than the text box on a first time view of a particular page. However, participants quickly learn the structure of a page and ignore the photo on subsequent pages. We outline further research, incorporating physiological measurements to infer user cost and affective responses.

Type: Proceedings paper
Title: Eye-catcher or blind spot? The effect of photographs of faces on e-commerce sites
Event: 2nd IFIP Conference on E-Commerce, E-Business, E-Government (13E 2002)
Location: LISBON, PORTUGAL
Dates: 2002-10-07 - 2002-10-09
ISBN: 1-4020-7239-2
DOI: 10.1007/978-0-387-35617-4_25
Publisher version: http://dx.doi.org/10.1007/978-0-387-35617-4_25
Language: English
Additional information: This is the authors' accepted version of this published chapter. The original publication is available at www.springerlink.com.
Keywords: e-commerce, eye-tracking, trust, photographs, facial cues, re-embedding
UCL classification: UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
URI: https://discovery.ucl.ac.uk/id/eprint/20285
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