Publications
With our publications we cover the most diverse research areas that arise in the field of man, task and technology. In addition to traditional Business Information Systems topics such as knowledge management and business process management, you will also find articles on current topics such as blended learning, cloud computing or smart grids. Use this overview to get an impression of the range and possibilities of research in Business Information Systems at the University of Duisburg-Essen.
Type of Publication: Article in Collected Edition
Oh, What a Cognitive Relief! A NeuroIS Study on Visual Designs of Digital Signages
- Author(s):
- Nissen, Anika; Obermeier, Gabriele; Gier, Nadine R.; Auinger, Andreas
- Title of Anthology:
- International Conference on Information Systems (ICIS)
- pages:
- 1-17
- Publication Date:
- 2021
- Link to complete version:
- https://www.researchgate.net/publication/355704367_Oh_What_a_Cognitive_Relief_A_NeuroIS_Study_on_Visual_Designs_of_Digital_Signages
- Citation:
- Download BibTeX
Abstract
Digital signages are the most diffused instore technologies with their effects on perceived store atmospherics and behavioral outcomes relying heavily on their visual design and context. To further inform and understand the effects of visual design, this research investigates the effect of digital signage designs from the lens of FuzzyTrace Theory which differentiates between a verbatim and gistbased processing of (visual) information. The designs were embedded within a store environment and without this context to validate the design’s effect in context. The results of our study using functional nearinfrared spectroscopy show activated brain areas in the medial prefrontal cortex (PFC) accompanied by a lateral PFC deactivation, which indicates cognitive relief and increased emotional processing for gistbased designs. In store context, the cognitive relief is no longer found, yet the emotional attribution was still found. These results provide several theoretical and practical implications for the visual design of digital signages.