Psychologically

Targeted

Persuasive

Advertising

and

Product

Information

in

E-Commerce

In

this

paper

we

describe

a

framework

for

a

personalization

system

to

systematically

induce

desired

emotion

and

attention

related

states

and

promote

information

processing

in

viewers

of

online

advertising

and

e-commerce

product

information

Psychological

Customization

entails

personalization

of

the

way

of

presenting

information

-LRB-

user

interface

visual

layouts

modalities

structures

-RRB-

per

user

to

create

desired

transient

psychological

effects

and

states

such

as

emotion

attention

involvement

presence

persuasion

and

learning

Conceptual

foundations

and

empiric

evidence

for

the

approach

are

presented

H.

-LSB-

User/machine

systems

-RSB-

Human

factors

human

information

processing

software

psychology

Performance

Design

Human

Factors

Theory

Advertising

and

presentation

of

product

information

is

done

both

to

inform

people

about

new

products

and

services

and

to

persuade

them

into

buying

them

Persuasion

can

be

thought

of

as

influencing

peoples

attitudes

and

behavior

Advertising

done

in

a

mass

medium

such

as

television

or

magazines

can

be

segmented

to

desired

audiences

However

there

is

a

possibility

to

personalize

or

mass

customize

advertising

in

the

internet

and

for

instance

in

mobile

phones

Similarly

in

the

internet

also

product

information

of

various

items

for

sale

can

be

personalized

to

desired

users

These

two

areas

are

introduced

here

together

as

they

represent

interesting

opportunities

for

personalization

Consequently

personalization

may

turn

out

to

be

an

important

driver

for

future

commercial

applications

and

services

in

a

one-to-one

world

in

which

automatic

and

intelligent

systems

tailor

the

interactions

of

users

contexts

and

systems

in

real-time

This

paper

describes

the

foundations

of

information

personalization

systems

that

may

facilitate

desired

psychological

states

in

individual

users

of

internet

based

advertising

and

product

information

presentation

in

e-commerce

thereby

creating

psychologically

targeted

messages

for

users

of

such

systems

It

is

preliminarily

hypothesized

that

such

personalization

may

be

one

way

to

more

efficient

persuasion

When

perceiving

information

via

media

and

communications

technologies

users

have

a

feeling

of

presence

In

presence

the

mediated

information

becomes

the

focused

object

of

perception

while

the

immediate

external

context

including

the

technological

device

fades

into

the

background

-LSB-

-RSB-

Empirical

studies

show

that

information

experienced

in

presence

has

real

psychological

effects

on

perceivers

such

as

emotional

responses

based

on

the

events

described

or

cognitive

processing

and

learning

from

the

events

-LSB-

see

-RSB-

It

is

likely

that

perceivers

of

advertisements

and

product

information

experience

presence

that

may

lead

to

various

psychological

effects

For

instance

an

attitude

may

be

hold

with

greater

confidence

the

stronger

the

presence

experience

Personalization

and

customization

entails

the

automatic

or

semiautomatic

adaptation

of

information

per

user

in

an

intelligent

way

with

information

technology

-LSB-

see

-RSB-

One

may

also

vary

the

form

of

information

-LRB-

modality

for

instance

-RRB-

per

user

profile

which

may

systematically

produce

amplify

or

shade

different

psychological

effects

-LSB-

-RSB-

Permission

to

make

digital

or

hard

copies

of

all

or

part

of

this

work

for

personal

or

classroom

use

is

granted

without

fee

provided

that

copies

are

not

made

or

distributed

for

profit

or

commercial

advantage

and

that

copies

bear

this

notice

and

the

full

citation

on

the

first

page

To

copy

otherwise

or

republish

to

post

on

servers

or

to

redistribute

to

lists

requires

prior

specific

permission

and/or

a

fee

ICEC

Sixth

International

Conference

on

Electronic

Commerce

Edited

by

Marijn

Janssen

Henk

G.

Sol

and

Ren

W.

Wagenaar

Copyright

ACM

Media

and

communication

technologies

as

special

cases

of

information

technology

may

be

considered

as

consisting

of

three

layers

-LSB-

-RSB-

At

the

bottom

is

a

physical

layer

that

includes

the

physical

technological

device

and

the

connection

channel

that

is

used

to

transmit

communication

signals

In

the

middle

is

a

code

layer

that

consists

of

the

protocols

and

software

that

make

the

physical

layer

run

At

the

top

is

a

content

layer

that

consists

of

multimodal

information

The

content

layer

includes

both

the

substance

and

the

form

of

multimedia

content

-LSB-

-RSB-

Substance

refers

to

the

core

message

of

the

information

Form

implies

aesthetic

and

expressive

ways

of

organizing

the

substance

such

as

using

different

modalities

and

structures

of

information

-LSB-

-RSB-

With

the

possibility

of

real-time

customization

and

adaptation

of

information

for

different

perceivers

it

is

hypothesized

that

one

may

vary

the

form

of

information

within

some

limits

per

the

same

substance

of

information

For

instance

the

same

substance

can

be

expressed

in

different

modalities

or

with

different

ways

of

interaction

with

the

user

and

technology

This

may

produce

a

certain

psychological

effect

in

some

perceivers

or

shade

or

amplify

a

certain

effect

In

Figure

the

interaction

of

media

and

communications

technology

and

the

user

in

context

with

certain

types

of

tasks

is

seen

as

producing

transient

psychological

effects

thereby

creating

various

archetypal

technologies

that

systematically

facilitate

desired

user

experiences

-LSB-

see

-RSB-

Media

and

communication

technology

is

divided

into

the

physical

code

and

content

layers

The

user

is

seen

as

consisting

of

various

different

psychological

profiles

such

as

individual

differences

related

to

cognitive

style

personality

cognitive

ability

previous

knowledge

-LRB-

mental

models

related

to

task

-RRB-

and

other

differences

such

as

pre-existing

mood

-LSB-

-RSB-

Media

and

communication

technologies

may

be

called

Mind-Based

if

they

simultaneously

take

into

account

the

interaction

of

three

different

key

components

i

-RRB-

the

individual

differences

and/or

user

segment

differences

of

perceptual

processing

and

sense

making

ii

-RRB-

the

elements

and

factors

inherent

in

information

and

technology

that

may

produce

psychological

effects

-LRB-

physical

code

and

content

layers

-RRB-

and

iii

-RRB-

the

consequent

transient

psychological

effects

emerging

based

on

perception

and

processing

of

information

at

the

level

of

each

individual

-LSB-

see

-RSB-

This

definition

can

be

extended

to

include

both

context

and

at

least

short-term

behavioral

consequences

Regarding

context

a

Mind-Based

system

may

alter

its

functionalities

depending

on

type

of

task

of

the

user

physical

location

social

situation

or

other

ad-hoc

situational

factors

that

may

have

a

psychological

impact

Behavioral

consequences

of

using

a

Mind-Based

system

may

be

thought

of

especially

in

the

case

of

persuasion

as

facilitating

desired

instant

behaviors

such

as

impulse

buying

Of

course

if

a

Mind-Based

system

builds

a

positive

image

and

schema

of

a

product

over

longer

periods

of

time

reflected

in

product

and

brand

awareness

that

may

the

influence

user

behaviors

later

on

As

the

task

of

capturing

and

predicting

users

psychological

state

in

real

time

is

highly

complex

one

possible

realization

for

capturing

users

psychological

state

is

to

have

the

user

linked

to

a

sufficient

number

of

measurement

channels

of

various

i

-RRB-

psychophysiological

signals

-LRB-

EEG

EMG

GSR

cardiovascular

activity

other

-RRB-

ii

-RRB-

eye-based

measures

-LRB-

eye

blinks

pupil

dilation

eye

movements

-RRB-

and

iii

-RRB-

behavioral

measures

-LRB-

response

speed

response

quality

voice

pitch

analysis

etc.

-RRB-

An

index

based

on

these

signals

then

would

verify

to

the

system

whether

a

desired

psychological

effect

has

been

realized

Fig.

Mind-Based

Technologies

as

a

framework

for

producing

psychological

effects

Adapted

from

-LSB-

-RSB-

Another

approach

would

be

to

conduct

a

large

number

of

user

studies

on

certain

tasks

and

contexts

with

certain

user

groups

psychological

profiles

and

content-form

variations

and

measure

various

psychological

effects

as

objectively

as

possible

Here

both

subjective

methods

-LRB-

questionnaires

and

interviews

-RRB-

and

objective

measures

-LRB-

psychophysiological

measures

or

eye-based

methods

-RRB-

may

be

used

as

well

interviews

-LSB-

for

a

review

on

the

use

of

psychophysiological

methods

in

media

research

see

-RSB-

This

would

constitute

a

database

of

design-rules

for

automatic

adaptations

of

information

per

user

profile

to

create

similar

effects

in

highly

similar

situations

with

real

applications

Naturally

a

hybrid

approach

would

combine

both

of

these

methods

for

capturing

and

facilitating

the

users

likely

psychological

state

Capturing

context

and

short-term

user

behavior

is

a

challenge

Computational

approach

to

context

utilizes

a

mass

of

sensors

that

detect

various

signals

in

an

environment

AI-based

software

then

massively

computes

from

the

signal

flow

significant

events

either

directly

or

with

the

help

of

some

simplifying

rules

and

algorithms

Capturing

user

behavior

in

context

is

easier

if

the

user

is

using

an

internet

browser

to

buy

an

item

for

instance

In

this

case

action

or

behavior

can

be

captured

by

the

system

as

the

user

clicks

his

mouse

to

buy

an

item

If

the

user

is

wondering

around

in

a

supermarket

with

a

mobile

phone

that

presented

a

persuasive

message

to

buy

the

item

on

aisle

it

may

be

difficult

to

verify

this

other

than

cross-reference

his

checkout

bill

with

the

displayed

adverts

inside

the

store

However

it

is

beyond

the

scope

of

this

paper

to

fully

elaborate

on

the

contextual

and

behavioral

dimensions

of

Mind-Based

Technologies

Description

of

a

Psychological

Customization

System

Psychological

Customization

is

one

possible

way

of

implementing

of

Mind-Based

Technologies

in

system

design

It

can

be

applied

to

various

areas

of

HCI

such

as

Augmentation

Systems

-LRB-

augmented

and

context

sensitive

financial

news

-RRB-

Notification

Systems

-LRB-

alerts

that

mobilize

a

suitable

amount

of

attention

per

task

or

context

of

use

-RRB-

Affective

Computing

-LRB-

emotionally

adapted

games

-RRB-

Collaborative

Filtering

-LRB-

group-focused

information

presentation

-RRB-

Persuasive

Technology

Media

and

Communications

Technology

Substance

Form

modalities

visual

layout

structure

other

Type

of

device

Ways

of

interaction

User

interface

Technologies

influencing

subjective

experience

Emotion

Technologies

Flow

Technologies

Presence

Technologies

Technologies

influencing

subjective

experience

Emotion

Technologies

Flow

Technologies

Presence

Technologies

Technologies

influencing

change

of

knowledge

Knowledge

Technologies

Technologies

influencing

change

of

knowledge

Knowledge

Technologies

Mind

Psychological

profiles

cognitive

style

personality

mental

models

other

Results

of

processing

Results

of

processing

Physical

Content

Code

Context

and

Task

-LRB-

advertising

for

persuasion

e-commerce

persuasion

-RRB-

Computer

Mediated

Social

Interaction

Systems

-LRB-

collaborative

work

social

content

creation

templates

-RRB-

Messaging

Systems

-LRB-

emotionally

adapted

mobile

multimedia

messaging

and

email

-RRB-

and

Contextually

Sensitive

Services

-LRB-

psychologically

efficient

adaptation

of

presentation

of

information

sensitive

to

physical

social

or

situational

context

such

as

available

menus

to

control

a

physical

space

available

information

related

to

a

particular

situation

such

as

social

interaction

or

city

navigation

with

a

mobile

device

-RRB-

It

can

be

hypothesized

that

the

selection

and

manipulation

of

substance

of

information

takes

place

through

the

technologies

of

the

various

application

areas

of

Psychological

Customization

Underlying

the

application

areas

is

a

basic

technology

layer

for

customizing

design

This

implies

that

within

some

limits

one

may

automatically

vary

the

form

of

information

per

a

certain

category

of

substance

of

information

The

design

space

for

Psychological

Customization

is

formed

in

the

interaction

of

a

particular

application

area

and

the

possibilities

of

the

technical

implementation

of

automated

design

variation

Initially

Psychological

Customization

includes

modeling

of

individuals

groups

and

communities

to

create

psychological

profiles

and

other

profiles

based

on

which

customization

may

be

conducted

In

addition

a

database

of

design

rules

is

needed

to

define

the

desired

cognitive

and

emotional

effects

for

different

types

of

profiles

Once

these

components

are

in

place

content

management

technologies

can

be

extended

to

cover

variations

of

form

and

substance

of

information

based

on

psychological

profiles

and

design

rules

to

create

the

desired

psychological

effects

-LSB-

see

-RSB-

At

the

technically

more

concrete

level

a

Psychological

Customization

System

is

a

new

form

of

middleware

between

applications

services

content

management

systems

and

databases

It

provides

an

interface

for

designing

desired

psychological

effects

and

user

experiences

for

individual

users

or

user

groups

The

most

popular

framework

for

building

customized

Web-based

applications

is

Java

Enterprise

Edition

implementation

of

the

Psychological

Customization

System

for

Web-based

applications

is

depicted

in

Figure

The

basic

three-tiered

architecture

consisting

of

databases

application

servers

and

presentation

servers

has

been

extended

with

three

middleware

layers

content

management

layer

customer

relationship

management

layer

and

psychological

customization

layer

The

profiles

of

the

users

and

the

communities

are

available

in

the

profile

repository

-LSB-

see

-RSB-

The

Content

Management

System

is

used

to

define

and

manage

the

content

repositories

This

typically

is

based

on

metadata

descriptions

of

the

content

assets

The

metadata

of

the

content

repositories

is

matched

against

the

user

and

community

profiles

by

the

Customer

Relationship

Management

-LRB-

CRM

-RRB-

system

The

CRM

system

includes

tools

for

managing

the

logic

behind

content

application

and

service

customization

Rules

can

be

simple

matching

rules

or

more

complex

rule

sets

A

special

case

of

a

rule

set

are

scenarios

which

are

rule

sets

involving

sequences

of

the

interactions

on

the

Web

site

The

Customer

Relationship

Management

layer

also

includes

functionality

for

user

and

community

modeling

This

layer

can

also

perform

automated

customer

data

analysis

such

as

user

clustering

-LSB-

see

-RSB-

The

Psychological

Customization

System

layer

performs

the

optimization

of

the

form

of

the

content

as

selected

by

the

Customer

Relationship

Management

layer

This

functionality

can

be

considered

similar

to

the

device

adaptation

by

using

content

transformation

rules

-LRB-

for

example

XSL-T

-RRB-

In

the

case

of

the

psychological

customization

the

transformation

rules

are

produced

based

on

the

design

rules

for

content

presentation

variation

and

the

contents

of

the

psychological

profile

of

the

user

After

this

optimization

the

content

is

passed

to

the

Web

presentation

layer

Community

Profiles

Content

Rules

and

Scenarios

Application

Server

User

User

User

User

profile

Community

profile

Content

Management

System

Customer

Relationship

Management

Web

Presentation

Layer

Psychological

Customization

System

Figure

implementation

of

the

Psychological

Customization

System

-LSB-

-RSB-

Even

though

a

working

prototype

of

Psychological

Customization

has

not

been

built

yet

several

empirical

studies

support

the

feasibility

of

a

user-experience

driven

system

that

matches

the

form

of

information

to

the

psychologically

relevant

properties

and

other

profile

factors

of

individual

users

and

user

groups

For

instance

there

are

individual

differences

in

cognitive

processes

such

as

attention

working

memory

capacity

general

intelligence

perceptual-motor

skills

and

language

abilities

These

individual

differences

have

a

considerable

effect

on

computer-based

performance

and

may

product

sometimes

quite

large

variance

in

the

intensity

or

type

of

psychological

effects

such

as

depth

of

learning

positive

emotion

persuasion

presence

social

presence

and

other

types

of

psychological

states

and

effects

as

well

as

consequent

behavior

-LSB-

-RSB-

There

is

considerable

evidence

in

literature

and

in

our

own

experimental

research

that

varying

the

form

of

information

such

as

modality

layouts

background

colors

text

types

emotionality

of

the

message

audio

characteristics

presence

of

image

motion

and

subliminality

creates

for

instance

emotional

cognitive

and

attentional

effects

-LSB-

-RSB-

Some

of

these

effects

are

produced

in

interaction

with

individual

differences

such

as

cognitive

style

personality

age

and

gender

-LSB-

-RSB-

or

pre-existing

mood

-LSB-

-RSB-

The

role

of

hardware

should

not

be

neglected

A

device

with

a

large

screen

or

a

portable

device

with

smaller

screen

with

user-changeable

covers

may

also

influence

the

emerging

effects

-LSB-

e.g.

-RSB-

Table

Key

factors

influencing

psychological

effects

Adapted

from

-LSB-

-RSB-

Layer

of

technology

Key

factors

Physical

Hardware

large

or

small

vs.

human

scale

mobile

or

immobile

close

or

far

from

body

-LRB-

intimate-personal

social

distance

-RRB-

Interaction

degree

of

user

vs.

system

control

and

proactivity

through

user

interface

Code

Visual-functional

aspects

way

of

presenting

controls

in

an

interface

visually

and

functionally

Substance

the

essence

of

the

event

described

type

of

substance

-LRB-

factual/imaginary

genre

other

-RRB-

narrative

techniques

used

by

authors

Content

Form

Modalities

text

video

audio

graphics

animation

etc.

Visual

layout

ways

of

presenting

various

shapes

colours

font

types

groupings

and

other

relationships

or

expressive

properties

of

visual

representations

ways

of

integrating

modalities

into

the

user

interface

Structure

ways

of

presenting

modalities

visual

layout

and

other

elements

of

form

and

their

relationships

over

time

linear

and/or

non-linear

structure

-LRB-

sequential

vs.

parallel

narrative

techniques

hypertextuality

-RRB-

This

empiric

evidence

partly

validates

the

possibility

for

Psychological

Customization

Systems

at

least

with

mobile

devices

and

user

interface

prototypes

used

in

our

own

research

Typical

experiments

we

have

conducted

on

the

influence

of

form

of

information

on

psychological

effects

have

included

such

manipulations

as

animation

and

movement

-LRB-

for

orientation

response

-RRB-

fonts

of

text

layout

of

text

background

colors

of

text

user

interface

navigation

element

shapes

-LRB-

round

vs.

sharp

-RRB-

user

interface

layout

directions

adding

background

music

to

reading

text

use

of

subliminal

affective

priming

in

the

user

interface

-LRB-

emotionally

loaded

faces

-RRB-

and

use

of

different

modalities

for

instance

Table

addresses

the

key

factors

that

may

influence

psychological

effects

of

processing

mediated

information

The

focus

of

this

paper

is

on

persuasion

in

advertising

and

product

information

presentation

in

e-commerce

The

key

application

area

to

realize

this

with

Psychological

Customization

is

Persuasive

Technology

It

refers

to

human-computer

interaction

in

which

there

is

an

underlying

goal

to

non-coercively

change

the

attitudes

motivation

and/or

behavior

of

the

user

-LSB-

-RSB-

For

instance

one

may

motivate

users

to

quit

smoking

via

motivating

games

However

it

is

clear

that

how

much

people

allocate

resources

to

processing

a

particular

persuasive

message

has

to

be

taken

into

account

Further

it

may

be

that

there

is

not

so

much

freedom

to

manipulate

persuasive

messages

to

produce

effects

and

the

effects

themselves

may

be

sometimes

small

Despite

this

empiric

evidence

in

personalization

as

discussed

suggests

that

statistically

significant

effects

perhaps

in

the

range

of

a

few

percentages

to

even

tens

of

percents

exist

in

the

area

of

Psychological

Customization

such

as

emotion

presence

and

efficiency

of

information

processing

Hence

it

can

be

at

least

preliminarily

assumed

that

with

persuasion

similar

level

effects

may

be

achievable

also

Persuasion

in

human

computer

interaction

has

been

researched

from

the

point

of

view

of

seeing

computers

as

tools

-LRB-

increasing

capabilities

of

the

user

-RRB-

as

a

medium

-LRB-

providing

experiences

-RRB-

and

as

a

social

actor

-LRB-

creating

a

relationship

-RRB-

-LSB-

-RSB-

For

the

purposes

of

this

article

technology

used

in

Psychological

Customization

for

presentation

of

e-commerce

product

information

and

online

advertising

is

seen

mostly

as

a

medium

and

partly

as

a

social

actor

How

then

to

model

and

explain

persuasion

in

more

detail

Evidently

no

universal

theory

of

what

is

the

process

of

persuasion

has

been

created

yet

-LSB-

-RSB-

Candidates

for

explaining

and

modeling

persuasion

include

i

-RRB-

learning

theory

-LRB-

operant

conditioning

-RRB-

ii

-RRB-

functional

paradigm

theory

-LRB-

similarity-attraction

pleasure

seeking

-RRB-

iii

-RRB-

cognitive

consistency

theory

-LRB-

new

information

creates

tension

that

needs

to

be

relieved

by

adopting

schemata

-RRB-

iv

-RRB-

congruity

principle

theory

-LRB-

interpretations

of

new

information

tend

to

be

congruent

with

existing

schemata

-RRB-

v

-RRB-

cognitive

dissonance

theory

-LRB-

certain

actions

and

information

produce

tension

that

needs

to

be

relieved

by

adopting

mental

structures

or

behavior

-RRB-

counter-attitudinal

advocacy

-LRB-

belief-discrepant

messages

are

persuasive

-RRB-

vi

-RRB-

inoculation

theory

-LRB-

combining

supportive

and

refutational

information

to

achieve

better

persuasion

-RRB-

and

vii

-RRB-

attribution

theory

-LRB-

people

make

simple

models

to

predict

events

of

the

world

and

behaviors

of

other

people

-RRB-

-LSB-

for

a

review

see

-RSB-

Some

contemporary

models

of

persuasion

are

i

-RRB-

social

learning

theory

-LRB-

environmental

learning

is

the

source

of

persuasion

such

as

social

relationships

-RRB-

ii

-RRB-

the

elaboration

likelihood

model

-LRB-

a

specific

and

limited

model

on

how

a

piece

of

information

may

influence

the

attitudes

of

the

receiver

-RRB-

and

iii

-RRB-

the

communication/persuasion

model

-LRB-

the

source

the

message

content

and

form

the

channel

the

properties

of

the

receiver

and

the

immediacy

of

the

communication

influence

persuasion

-RRB-

-LSB-

-RSB-

The

latter

approach

partly

resembles

the

approach

of

Mind-Based

Technologies

as

a

way

of

finding

out

the

values

of

relevant

parameters

in

the

layers

of

technology

the

user

and

the

transient

results

of

processing

such

as

emotion

and

cognition

Other

frameworks

have

also

been

presented

Meyers-Levy

and

Malaviya

-LRB-

-RRB-

have

presented

a

framework

introducing

several

strategies

to

process

persuasive

messages

Each

strategy

represents

a

different

amount

of

cognitive

resources

employed

during

processing

and

may

influence

the

level

of

persuasion

-LSB-

-RSB-

The

position

of

the

authors

is

that

while

various

theories

and

models

for

persuasion

have

been

presented

within

the

context

of

personalized

information

presentation

especially

by

varying

both

the

substance

of

the

message

and

the

form

of

the

message

it

is

difficult

to

know

what

types

of

persuasive

effects

may

emerge

This

is

partly

due

to

the

fact

that

especially

the

perception

of

form

of

information

is

most

likely

not

a

conscious

process

involving

in-depth

processing

and

cognitive

appraisal

but

a

rather

automatic

and

non-cognitive

process

Hence

if

one

influences

the

conditions

of

perceptual

processing

or

some

early-level

cognitive

processing

of

multimodal

information

no

clear

models

are

available

for

explaining

and

predicting

persuasion

Also

the

exact

influence

of

the

amount

of

cognitive

resources

employed

during

early

and

later

processing

of

a

persuasive

message

remains

unknown

It

is

most

evident

that

case

studies

with

particular

application

are

needed

to

verify

such

effects

However

the

authors

present

one

possible

way

of

seeing

persuasion

mostly

via

a

link

to

transient

emotional

states

and

moods

immediately

before

during

and

after

processing

information

presented

through

a

Psychological

Customization

system

Yet

based

on

this

approach

the

claim

for

more

efficient

persuasion

in

each

application

area

such

as

using

Psychological

Customization

in

advertising

or

e-commerce

product

information

remains

a

complex

task

Despite

this

difficulty

we

now

present

a

possible

selection

of

relevant

psychological

principles

related

to

perceptual

processing

and

persuasion

of

advertising

and

e-commerce

product

information

First

a

similarity-attraction

process

may

arise

between

the

presented

information

and

the

personality

of

the

user

that

may

lead

to

the

information

being

processed

more

fully

-LSB-

i.e.

trait-congruency

hypothesis

see

-RSB-

That

is

users

are

likely

to

be

attracted

to

information

with

content

and

formal

characteristics

manifesting

a

personality

similar

to

their

own

-LSB-

see

e.g.

-RSB-

Second

the

decrease

of

cognitive

load

in

perceptual

processing

-LRB-

i.e.

high

processing

fluency

-RRB-

may

induce

a

feeling

of

pleasantness

that

may

label

the

information

processed

-LSB-

for

a

review

see

-RSB-

That

is

fluent

stimuli

are

associated

with

increased

liking

and

positive

affective

responses

as

assessed

by

facial

EMG

for

example

Third

the

creation

of

specific

emotional

reactions

and

moods

varying

in

valence

and

arousal

may

label

the

information

processed

here

the

effects

may

depend

on

the

type

of

emotion

For

instance

mood-congruency

may

provide

more

intensive

engagement

with

the

information

presented

when

the

mood

induced

by

the

information

processed

matches

a

pre-existing

mood

of

the

user

-LSB-

see

-RSB-

Fourth

the

emotional

reactions

may

induce

increased

attention

that

may

lead

to

more

in-depth

processing

of

information

-LSB-

e.g.

-RSB-

Fifth

as

suggested

by

excitation

transfer

theory

arousal

induced

by

a

processed

stimuli

influences

the

processing

of

subsequent

stimuli

-LSB-

see

-RSB-

Sixth

according

to

selective-exposure

theory

individuals

are

motivated

to

make

media

choices

in

order

to

regulate

their

affective

state

-LSB-

i.e.

to

maintain

excitatory

homeostasis

-RSB-

This

may

mean

that

people

use

also

e-commerce

product

information

to

manage

their

moods

i.e.

neutralize

an

unwanted

mood

such

as

depression

by

engaging

with

exciting

and

positive

product

information

Users

may

also

intensify

an

existing

mood

by

selecting

product

information

content

that

may

add

to

the

present

mood

Seventh

affective

priming

research

indicates

that

the

valence

of

subliminally

exposed

primes

-LRB-

e.g.

facial

expressions

-RRB-

influences

the

affective

ratings

of

subsequent

targets

-LSB-

-RSB-

including

video

messages

presented

on

a

small

screen

-LSB-

-RSB-

Eighth

the

perceived

personal

relevance

of

the

particular

information

to

the

user

exerts

a

robust

influence

on

message

processing

and

involvement

-LSB-

-RSB-

This

means

that

if

the

user

is

interested

in

the

product

described

in

the

information

presented

he

will

be

quite

involved

when

processing

the

information

and

hence

his

memory

of

the

product

will

be

enhanced

Consequently

it

has

been

shown

that

information

tailored

to

the

needs

and

contexts

of

users

often

increases

the

potential

for

attitude

and

behavior

change

-LSB-

-RSB-

Further

there

is

quite

a

lot

of

research

indicating

that

when

compared

to

video

form

text

has

a

greater

capacity

to

trigger

active

or

systematic

message

processing

and

is

perceived

as

more

involving

-LSB-

see

-RSB-

this

depends

on

the

mood

of

the

user

however

-LSB-

-RSB-

Ninth

some

emotional

states

and

moods

lead

to

secondary

effects

related

to

decision-making

judgment

and

behavior

-LSB-

-RSB-

It

then

seems

that

indeed

a

relevant

area

to

focus

on

regarding

persuasion

with

Psychological

Customization

is

emotion

-LRB-

arousal

and

valence

-RRB-

immediately

before

during

and

right

after

viewing

product

information

and

ads

One

may

focus

on

primitive

emotional

responses

or

emotions

requiring

more

extensive

cognitive

appraisal

and

processing

Both

of

these

types

of

emotions

can

be

linked

to

various

psychological

consequences

Consequently

with

emotionally

loaded

personalized

information

products

one

may

focus

on

i

-RRB-

creating

immediate

and

primitive

emotional

responses

ii

-RRB-

creating

mood

and

iii

-RRB-

indirectly

influencing

secondary

effects

of

emotion

and

mood

such

as

attention

memory

performance

and

judgment

Known

psychological

mechanisms

used

to

create

desired

emotions

or

moods

would

be

for

instance

similarity

attraction

-LRB-

trait

congruency

-RRB-

decrease

of

cognitive

load

-LRB-

high

processing

fluency

-RRB-

mood

congruency

excitation

transfer

mood

management

and

affective

priming

These

mechanisms

are

not

without

problems

as

they

may

have

also

opposite

effects

For

instance

mood

congruency

may

decrease

attention

and

hence

lessen

the

mobilization

of

cognitive

resources

in

processing

a

persuasive

message

Also

even

though

emotion

is

good

candidate

to

look

for

a

strong

link

to

persuasion

the

exact

nature

of

this

link

is

unclear

The

key

idea

of

using

emotion

as

a

hypothesized

gateway

to

persuasion

would

be

that

more

in-depth

processing

of

information

caused

by

arousal

valence

attention

or

involvement

may

lead

to

increased

memory

and

perceived

trustworthiness

of

information

and

also

influence

attitudes

towards

the

product

in

question

-LSB-

e.g.

-RSB-

This

in

turn

may

lead

to

instant

behavior

such

as

buying

online

clicking

through

an

ad

or

purchasing

the

item

later

in

a

department

store

based

on

long-term

memory

schemata

It

should

be

noted

that

this

view

is

based

on

empiric

evidence

of

the

psychological

effects

and

their

consequences

in

general

but

they

have

not

yet

been

validated

with

the

use

of

e-commerce

systems

that

personalize

the

form

of

information

for

persuasion

Hence

it

would

be

most

beneficial

to

capture

the

users

emotional

states

or

mood

before

the

user

starts

to

browse

a

particular

piece

of

product

information

to

be

able

to

automatically

realize

various

effects

with

adaptation

of

the

form

of

information

and

track

the

changes

of

the

online

behavior

of

the

user

Persuasive

Advertising

The

effectiveness

of

persuasion

in

advertisements

in

general

is

a

complex

issue

Subliminal

priming

use

of

commonly

known

symbols

matching

the

advertisement

to

basic

biological

needs

such

as

food

shelter

and

sex

maximizing

the

credibility

of

the

message

telling

a

compelling

story

creating

a

desirable

image

of

the

perceiver

with

the

product

placing

TV-ads

immediately

after

emotional

-LRB-

arousal

-RRB-

and

attentional

peaks

of

TV-programming

and

other

approaches

have

been

widely

used

However

research

into

effectiveness

of

the

form

of

presentation

of

advertising

is

not

widely

available

in

the

scientific

community

Moreover

little

research

has

been

done

to

understand

the

psychological

effectiveness

of

online

advertising

It

should

be

also

noted

that

advertising

may

be

mostly

a

creative

and

design-driven

high-speed

field

of

industrial

production

in

which

various

types

of

authors

and

artists

collaborate

like

in

film-production

to

make

the

advertisement

rather

than

a

field

filled

with

scientists

attempting

to

analyze

the

advertisements

and

their

effects

in

great

detail

In

internet-based

advertising

the

advertisement

is

typically

presented

on

a

web

page

as

a

banner

The

banner

is

embedded

in

editorial

content

such

as

the

front

page

of

a

magazine

or

online

newspaper

The

banners

are

often

placed

according

to

the

number

and

demography

of

the

visitors

on

a

particular

section

of

editorial

content

This

means

a

best

guess

is

taken

as

to

what

may

be

the

most

efficient

and

visible

way

of

placing

the

banner

based

on

previous

knowledge

of

the

behavior

of

desired

user

segments

on

the

website

It

seems

that

ads

placed

in

context

work

best

also

online

This

means

that

an

ad

that

is

related

to

the

editorial

content

it

is

displayed

with

is

more

efficiently

persuasive

-LSB-

-RSB-

Another

issue

is

that

text-based

ads

online

may

work

better

than

only

graphics

This

implies

that

most

ads

contain

text

based

over

a

graphical

surface

Overall

very

simple

principles

-LRB-

larger

is

better

etc.

-RRB-

seem

to

guide

people

's

choices

e.g.

larger

ads

are

thought

to

be

more

appealing

and

affective

Further

in

mobile

contexts

personalized

advertising

has

been

studied

from

the

point

of

view

of

targeting

users

by

emotions

in

addition

to

location

and

other

relevant

factors

-LSB-

-RSB-

However

the

exact

transient

psychological

influence

of

a

particular

piece

of

editorial

content

the

online

advertisement

is

displayed

with

remains

unknown

It

is

possible

that

the

editorial

content

repels

the

user

and

the

advertisement

is

also

labeled

by

this

emotion

It

is

also

possible

that

the

editorial

content

induces

a

positive

emotion

and

the

advertisement

gets

an

advantage

based

on

this

emotional

state

The

emotional

tone

of

the

advertisements

and

editorial

content

may

also

interact

For

example

Kamins

Marks

and

Skinner

-LRB-

-RRB-

showed

that

commercials

that

are

more

consistent

in

emotional

tone

with

the

TV

program

perform

better

as

measured

by

likeability

and

purchase

intention

ratings

than

those

that

are

inconsistent

in

tone

Sometimes

advertisements

are

changed

in

real-time

per

type

of

user

as

the

system

recognizes

a

user

segment

to

which

a

certain

banner

has

been

targeted

However

what

is

lacking

here

is

i

-RRB-

more

detailed

information

of

the

type

of

user

-LRB-

such

as

what

may

be

the

most

efficient

way

to

influence

him

psychologically

-RRB-

and

ii

-RRB-

what

may

be

the

psychological

impact

on

the

same

user

of

the

editorial

content

within

which

the

banner

is

placed

-LSB-

-RSB-

With

a

Psychological

Customization

system

some

of

these

gaps

may

be

at

least

indirectly

addressed

as

presented

in

Table

Table

Technological

possibilities

of

persuasive

advertising

with

Psychological

Customization

Layer

of

Technology

Adaptations

of

Advertising

Banners

Physical

multimedia

PC

or

mobile

device

The

advertisement

substance

and

form

may

be

matched

to

the

technology

used

by

lifestyle

segments

or

other

means

of

segmentation

-LRB-

hip

ads

for

mobile

phones

etc.

-RRB-

Mobile

device

user

changeable

covers

in

colors

and

shapes

that

facilitate

emotion

Code

Windows-type

user

interface

Mouse

pen

speech

The

user

interface

elements

-LRB-

background

color

forms

shapes

directions

of

navigation

buttons

etc.

-RRB-

may

be

varied

in

real-time

per

page

per

user

in

which

a

certain

advertisement

is

located

to

create

various

emotions

and

ease

of

perceptual

processing

audio

channel

may

be

used

to

create

emotional

effects

-LRB-

using

audio

input/output

sound

varying

pitch

tone

background

music

audio

effects

etc.

-RRB-

Content

A.

Substance

Fixed

multimedia

content

The

editorial

content

may

be

matched

with

the

ad

The

content

of

the

ad

may

be

matched

to

the

users

based

on

various

factors

-LRB-

interests

use

history

demography

personality

etc.

-RRB-

Adding

subliminal

extra

content

to

create

emotion

B.

Form

Modality

Multimedia

Modality

may

be

matched

to

cognitive

style

or

preexisting

mood

of

the

enable

easier

processing

Background

music

audio

effects

or

ringing

tones

may

be

used

as

a

separate

modality

to

facilitate

desired

emotions

and

moods

Animated

text

can

be

used

to

create

more

efficient

processing

of

text

facilitate

some

emotional

effects

Visual

presentation

Emotionally

evaluated

and

positioned

layout

designs

and

templates

for

ads

-LRB-

colors

shapes

and

textures

-RRB-

may

be

utilized

per

type

of

user

segment

Structure

temporal

other

Offering

emotionally

evaluated

and

positioned

narrative

templates

for

creating

emotionally

engaging

stories

Based

on

Table

a

Psychological

Customization

system

may

operate

by

trying

to

optimize

desired

emotional

effects

that

may

be

related

to

persuasion

The

content

provider

such

as

a

media

company

is

able

to

set

desired

effects

per

type

of

user

group

and

advertiser

need

by

using

a

Psychological

Customization

system

Also

the

placement

of

ads

within

desired

editorial

contexts

may

be

utilized

with

a

more

developed

system

When

a

user

logs

in

with

his

profile

already

to

the

database

of

the

content

provider

the

system

will

start

real-time

personalization

of

form

of

information

As

the

user

has

logged

in

the

front

page

of

the

service

may

be

altered

for

him

according

to

advertiser

needs

As

the

user

navigates

the

system

and

consumes

information

the

system

follows

ready-set

effects

to

be

realized

to

the

user

It

is

clear

that

such

a

scenario

is

difficult

but

if

it

is

done

in

a

simple

enough

manner

it

may

be

that

the

persuasive

efficiency

of

online

advertising

may

increase

Persuasive

e-Commerce

Product

Information

Personalized

e-commerce

has

not

been

studied

widely

It

has

been

found

that

while

personalization

of

the

content

substance

displayed

to

each

user

may

provide

value

the

users

have

a

strong

motivation

to

understand

why

the

system

is

displaying

a

particular

piece

of

information

for

them

Also

users

wish

to

be

in

control

of

their

user

profiles

-LSB-

see

-RSB-

Hence

it

seems

that

users

are

at

least

partly

suspicious

to

the

system

adapting

the

substance

of

information

to

them

However

in

many

cases

it

may

be

possible

to

adapt

the

form

of

information

in

personalized

applications

in

conjunction

to

content

substance

variation

or

even

without

it

The

adaptation

of

form

of

information

to

the

user

may

even

be

a

more

transparent

way

of

personalizing

user-system

interaction

as

the

user

most

likely

does

not

question

the

form

of

a

particular

substance

Hence

there

are

emerging

possibilities

for

personalization

and

customization

in

this

area

There

are

at

least

two

different

types

of

advanced

e-commerce

systems

commonly

used

i

-RRB-

systems

using

recommendation

engines

and

other

personalization

features

to

present

information

in

a

media-like

manner

and

ii

-RRB-

systems

using

persuasive

interface

agents

creating

a

relationship

between

the

user

and

the

agent

The

focus

here

is

mostly

on

presentation

of

product

information

such

as

information

-LRB-

product

properties

comparisons

pricing

functionalities

and

other

information

-RRB-

of

a

new

car

digital

camera

computer

or

garment

Although

in

the

context

of

product

presentation

users

have

usually

been

suggested

to

prefer

a

combination

site

including

pictures

and

text

-LSB-

e.g.

-RSB-

individual

differences

in

their

preferences

are

likely

to

occur

The

technological

possibilities

for

persuasive

presentation

of

product

information

are

much

like

those

presented

for

persuasive

advertising

seen

in

Table

In

other

words

different

layers

of

technology

may

be

adapted

to

the

user

of

an

e-commerce

system

to

create

various

psychological

effects

when

presenting

product

information

With

personalized

e-commerce

systems

for

product

information

presentation

one

may

facilitate

positive

emotional

responses

for

instance

by

selecting

the

modalities

of

the

information

to

be

displayed

according

to

the

processing

styles

and

alter

visual

layouts

of

the

interface

according

to

the

personalities

of

the

users

The

ease

of

processing

information

and

the

similarity-attraction

between

visual

layouts

and

personalities

may

create

positive

emotional

states

As

for

brand

awareness

one

may

indirectly

influence

memory

with

the

facilitation

of

positive

emotion

and

increase

memory-based

performance

on

the

task

such

as

brand

recognition

and

recall

By

increasing

attention

one

may

increase

the

likelihood

of

the

user

of

an

e-commerce

system

to

learn

product

information

more

efficiently

Positive

emotion

and

mood

also

has

the

effect

of

making

the

user

adapt

a

less

risk-prone

approach

to

making

decisions

-LSB-

-RSB-

This

may

be

used

to

present

product

information

in

a

familiar

manner

creating

a

safe

atmosphere

around

the

product

to

make

it

more

desirable

when

the

user

is

making

purchasing

decisions

in

a

positive

mood

Psychological

Customization

may

be

used

for

persuasion

also

with

recommendation

systems

The

system

knows

the

users

profile

such

as

type

of

personality

and

the

desired

psychological

effect

is

set

to

positive

emotion

in

as

many

page-views

of

the

recommendations

as

possible

The

user

starts

using

the

system

and

finds

an

interesting

product

that

the

system

recommends

to

her

The

form

of

the

recommendation

information

is

tailored

to

the

users

profile

and

desired

psychological

effect

in

real-time

when

the

page

uploads

to

make

the

realization

of

positive

emotion

as

probable

as

possible

The

system

may

select

the

modality

of

recommendation

from

text

to

audio

or

from

audio

to

animation

the

system

may

change

the

background

colors

of

the

page

and

modify

the

shape

and

color

of

the

navigation

buttons

for

instance

In

this

case

the

system

will

try

to

do

everything

possible

to

facilitate

positive

emotion

but

change

the

substance

of

the

recommendation

itself

Naturally

in

some

cases

depending

on

type

of

user

and

the

type

of

recommendation

the

available

databases

of

recommendation

information

and

the

available

means

of

Psychological

Customization

of

form

of

recommendation

information

the

effect

to

be

achieved

is

more

or

less

likely

to

occur

However

even

effects

that

provide

some

percentages

or

even

tens

of

percents

of

more

targeted

positive

emotion

may

make

a

difference

in

persuasion

and

hence

attitudes

towards

the

product

and

buying

behavior

This

is

especially

true

if

the

recommendation

system

website

has

masses

of

users

and

hence

even

a

slight

increase

in

sales

effectiveness

may

add

up

to

significant

amounts

of

revenue

Further

one

may

discuss

interface

agents

for

product

information

presentation

Often

with

interface

agents

an

illusion

of

being

in

interaction

with

another

human

being

is

created

in

the

user

via

using

for

example

animated

agents

that

seemingly

exhibit

various

human

properties

such

as

gender

personality

politeness

group

membership

and

other

factors

Here

one

possible

application

would

be

to

add

an

agent

to

float

atop

of

a

page

with

product

information

to

comment

or

recommend

it

to

aid

the

user

in

navigation

and

finding

interesting

information

and

to

act

as

a

feedback

channel

for

the

user

such

as

collecting

the

users

interest

profile

or

other

situational

relevant

information

It

is

known

that

both

the

substance

of

the

interaction

-LRB-

what

is

being

sold

or

what

information

is

presented

and

what

the

agent

says

or

how

it

acts

-RRB-

and

the

form

of

interaction

-LRB-

how

information

is

presented

what

is

the

appearance

and

personality

or

other

factors

of

the

agent

-RRB-

influence

for

instance

trust

persuasiveness

emotion

and

liking

of

the

transaction

-LSB-

e.g.

-RSB-

What

Psychological

Customization

may

add

here

may

be

more

systematic

and

efficient

personalization

of

the

way

of

presenting

information

together

with

customizing

the

selected

appearance

and

other

features

of

the

agent

in

without

actually

changing

the

substance

of

the

interaction

i.e.

what

the

agent

says

or

what

product

information

is

presented

for

instance

The

authors

believe

that

no

other

comprehensive

framework

of

varying

form

of

information

to

systematically

create

emotional

and

cognitive

effects

has

been

presented

specifically

in

persuasive

presentation

of

online

advertising

and

product

information

in

e-commerce

sites

Differences

to

other

approaches

to

influencing

user

experience

in

general

are

various

Usability

studies

traditionally

address

the

question

of

how

to

make

difficult

technology

easy

to

use

Usability

is

at

least

partly

founded

on

the

idea

of

optimal

human-machine

performance

i.e.

how

well

a

user

can

manipulate

and

control

a

machine

However

there

is

a

growing

conviction

that

in

order

to

ensure

high

user

satisfaction

usability

is

not

sufficient

-LSB-

see

-RSB-

The

approach

to

system

design

presented

in

this

paper

may

be

beneficial

to

the

fields

of

e-commerce

and

online

advertising

because

i

-RRB-

it

provides

a

possibility

to

personalize

the

form

of

information

that

may

be

more

transparent

and

acceptable

to

the

users

than

adapting

the

substance

of

information

ii

-RRB-

it

offers

a

way

of

more

systematically

accessing

and

controlling

transient

psychological

effects

of

users

of

e-commerce

and

advertisement

displaying

systems

iii

-RRB-

it

offers

possibilities

to

more

efficiently

persuade

and

consequently

influence

behavior

of

individual

users

and

iv

-RRB-

it

is

compatible

with

existing

and

new

systems

-LRB-

recommendation

engines

click-through-systems

other

-RRB-

as

an

add-on

or

a

middleware

layer

in

software

with

many

potential

application

areas

The

potential

drawbacks

of

the

framework

include

the

following

i

-RRB-

it

may

be

costly

to

build

the

design-rule

databases

and

actually

working

real-life

systems

for

creating

systematic

psychological

effects

ii

-RRB-

the

rule-databases

may

have

to

be

adapted

also

locally

and

culturally

iii

-RRB-

the

method

needed

to

create

a

rule-database

is

not

easy

to

use

and

may

be

suspect

to

ecological

validity

-LRB-

eye-tracking

behavioral

and

psychophysiological

measures

self-report

field

tests

are

needed

to

verify

laboratory

results

etc.

-RRB-

and

iv

-RRB-

if

the

system

works

efficiently

it

may

raise

privacy

issues

such

as

the

intimacy

of

a

personal

psychological

user

profile

-LRB-

personality

cognitive

style

values

other

-RRB-

Also

ethical

issues

related

to

mind-control

or

even

propaganda

may

arise

It

should

be

noted

that

to

build

a

smoothly

functioning

Psychological

Customization

system

one

should

do

much

more

research

and

gain

more

evidence

of

the

systematic

relationships

of

user

profiles

information

forms

and

psychological

effects

However

in

our

research

for

the

past

four

years

we

have

found

many

feasible

rules

for

personalization

for

psychological

effects

Regarding

future

research

content

management

technologies

should

be

elaborated

to

provide

for

the

platform

that

prototypes

can

be

built

on

Consequently

we

aim

to

build

evaluate

and

field-test

prototypes

of

Psychological

Customization

in

various

areas

specifically

in

mobile

urban

ad-hoc

contexts

and

situations

related

to

mobile

advertising

and

e-commerce

but

also

other

areas

such

as

mobile

gaming

communities

mobile

content

mobile

messaging

knowledge

work

systems

and

city

navigation

-LSB-

-RSB-

Alpert

S.

R.

Karat

J.

Karat

C-M

Brodie

C

and

Vergo

J.G.

-LRB-

-RRB-

User

Attitudes

Regarding

a

User-Adaptive

eCommerce

Web

Site

User

Modeling

and

User-Adapted

Interaction

-LRB-

-RRB-

November

-LSB-

-RSB-

Bandura

-LRB-

-RRB-

Social

learning

theory

Englewood

Cliffs

NJ

Prentice-Hall

-LSB-

-RSB-

Baudisch

P.

and

Leopold

D.

-LRB-

-RRB-

Attention

indifference

dislike

action

Web

advertising

involving

users

Netnomics

Volume

Issue

pp.

-LSB-

-RSB-

Brave

S.

and

Nass

C.

-LRB-

-RRB-

Emotion

in

human-computer

interaction

In

Jacko

J.A.

and

Sears

A.

-LRB-

Ed

-RRB-

The

Human-Computer

Interaction

Handbook

Fundamentals

Evolving

Technologies

and

Emerging

Applications

-LRB-

pp.

-RRB-

London

Lawrence

Erlbaum

Associates

-LSB-

-RSB-

Beniger

J.

R.

-LRB-

-RRB-

Personalization

of

mass

media

and

the

growth

of

pseudo-community

Communication

Research

-LRB-

-RRB-

pp

-LSB-

-RSB-

Benkler

Y.

-LRB-

-RRB-

From

Consumers

to

Users

Shifting

the

Deeper

Structures

of

Regulation

Federal

Communications

Law

Journal

-LSB-

-RSB-

Billmann

D.

-LRB-

-RRB-

Representations

In

Bechtel

W.

and

Graham

G.

-LRB-

-RRB-

A

companion

to

cognitive

science

Blackwell

publishers

Malden

MA

-LSB-

-RSB-

Biocca

F.

and

Levy

M.

-LRB-

-RRB-

Communication

in

the

age

of

virtual

reality

Lawrence

Erlbaum

Hillsdale

NJ

-LSB-

-RSB-

Cuperfain

R.

and

Clarke

T.

K.

-LRB-

-RRB-

A

new

perspective

on

subliminal

perception

Journal

of

Advertising

-LSB-

-RSB-

Clore

G.

C.

and

Gasper

K.

-LRB-

-RRB-

Feeling

is

believing

Some

affective

influences

on

belief

In

Frijda

N.H.

Manstead

A.

S.

R.

and

Bem

S.

-LRB-

Ed

-RRB-

Emotions

and

beliefs

How

feelings

influence

thoughts

-LRB-

pp.

-RRB-

Paris/Cambridge

Editions

de

la

Maison

des

Sciences

de

l

Homme

and

Cambridge

University

Press

-LSB-

-RSB-

Dijkstra

J.

J.

Liebrand

W.B.G

and

Timminga

E.

-LRB-

-RRB-

Persuasiveness

of

expert

systems

Behavior

and

Information

Technology

-LRB-

-RRB-

pp

-LSB-

-RSB-

Dillon

A.

-LRB-

-RRB-

Beyond

usability

process

outcome

and

affect

in

human

computer

interactions

Online

usability.html

-LSB-

-RSB-

Egan

D.

E.

-LRB-

-RRB-

Individual

differences

in

human-computer

interaction

In

M.

Helander

-LRB-

Ed

-RRB-

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