The role of sensation seeking and need for cognition on Web‐site evaluations: A resource‐matching perspective

The role of sensation seeking and need for cognition on Web‐site evaluations: A... The Internet theoretically enables marketers to personalize a Web site to an individual consumer. This article examines optimal Website design from the perspective of personality trait theory and resource‐matching theory. The influence of two traits relevant to Internet Web‐site processing—sensation seeking and need for cognition —were studied in the context of resource matching and different levels of Web‐site complexity. Data were collected at two points of time: personality‐trait data and a laboratory experiment using constructed Web sites. Results reveal that (a) subjects prefer Web sites of a medium level of complexity, rather than high or low complexity; (b) high sensation seekers prefer complex visual designs, and low sensation seekers simple visual designs, both in Web sites of medium complexity; and (c) high need‐for‐cognition subjects evaluated Web sites with high verbal and low visual complexity more favorably. © 2005 Wiley Periodicals, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

The role of sensation seeking and need for cognition on Web‐site evaluations: A resource‐matching perspective

Loading next page...
 
/lp/wiley/the-role-of-sensation-seeking-and-need-for-cognition-on-web-site-9iDHxhF6NG
Publisher
Wiley
Copyright
© 2005 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.20050
Publisher site
See Article on Publisher Site

Abstract

The Internet theoretically enables marketers to personalize a Web site to an individual consumer. This article examines optimal Website design from the perspective of personality trait theory and resource‐matching theory. The influence of two traits relevant to Internet Web‐site processing—sensation seeking and need for cognition —were studied in the context of resource matching and different levels of Web‐site complexity. Data were collected at two points of time: personality‐trait data and a laboratory experiment using constructed Web sites. Results reveal that (a) subjects prefer Web sites of a medium level of complexity, rather than high or low complexity; (b) high sensation seekers prefer complex visual designs, and low sensation seekers simple visual designs, both in Web sites of medium complexity; and (c) high need‐for‐cognition subjects evaluated Web sites with high verbal and low visual complexity more favorably. © 2005 Wiley Periodicals, Inc.

Journal

Psychology & MarketingWiley

Published: Feb 1, 2005

References

  • The effects of download delay on performance and end‐user satisfaction in an Internet tutorial
    Davis, Davis; Hantula, Hantula
  • Optimal foraging online: Increasing sensitivity to delay
    DiClemente, DiClemente; Hantula, Hantula
  • Personality and art preferences
    Furnham, Furnham; Bunyan, Bunyan
  • A comparative analysis of four scales of consumer involvement
    Mittal, Mittal

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month