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Web Site Design, Self‐Monitoring Style, and Consumer Preference
Author(s) -
Yates Rosemary A.,
Noyes Jan M.
Publication year - 2007
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2007.00215.x
Subject(s) - preference , persuasion , web site , context (archaeology) , style (visual arts) , the internet , world wide web , appeal , advertising , web design , computer science , matching (statistics) , psychology , human–computer interaction , social psychology , business , political science , paleontology , statistics , mathematics , law , economics , biology , microeconomics , history , archaeology
This study aims to advance understanding of Internet interactions by considering the impact of Web site design and self‐monitoring style on consumer preference. Four quasi‐commercial Web sites were constructed containing identical information presented via a context‐based (animated) or content‐based (unanimated) design, and 2 advertisements of either image‐ or information‐oriented style. Using a between‐participants design, the study found that all individuals favored context‐based over content‐based Web site design. Matching advertising appeal to individual self‐monitoring needs was found to increase Web site effectiveness of consumer preference for high self‐monitors, and within Web site satisfaction and level of persuasion for low self‐monitors. Results suggest that to reach their potential as a consumer‐sensitive tool, Web sites must be engaging in their design and tailor their communications to accommodate individual differences.