Optimizing Product Placement Interface Design in Mobile Food Delivery Marketing
研究利用脑电事件相关电位技术，分析移动外卖广告中不同视觉元素布局对消费者购买偏好的影响，验证格式塔效应的作用，为移动电商界面设计提供参考。
The Gestalt effect suggests that the effect of organized whole elements exceeds the sum of their parts. The visual element placement of advertisements reflects this effect and is vital to determine what consumers recall, especially in the mobile marketing environment. Scholars, however, are divided as to the theoretical explanations of the Gestalt effect in consumer behavior and user experience domains. To address this issue, the authors analyze consumers’ neural activities in response to mobile food delivery service advertisements in different visual element placements, testing the influence of the Gestalt effect on consumers’ purchasing preferences. The current study adopts the event-related potentials (ERP) technique derived from the electroencephalogram (EEG) paradigm. The findings deepen the understanding of the application of the Gestalt effect in the marketing and advertising domain, which benefits the digital graphical user interface designs of mobile and other forms of e-businesses.