Seducing consumers, evaluating emotions
نویسنده
چکیده
This article is part of an investigation in the role and value of emotion in electronic commerce. As marketing studies have shown, emotion plays a critical role in shopping. Although emotional research is emerging in human-computer interaction, practical measures of affective responses are few. SAM (Self-Assessment Manikin) originally developed by Lang, is proposed as such a tool. This study examines the suitability of using SAM for the emotional evaluation of web pages. Moreover by carrying out such an evaluation it is hoped to gain some insights in emotional design. Results suggest that SAM can be used to find the emotional value of home pages. With SAM, designers can compare solutions to find the most appropriate to a given situation. SAM could also serve to assess the suitability of designs for different cultures.
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