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Author(s): Elena Horská, Jakub Berčík, Johana Paluchová, Jana Gálová, Ekky Bayu Pramana

Title: Consumer Neuroscience as a Tool for Finding an Effective Cultural Markers for Visual Design

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 624-636

Published on-line: 2018-11-09

Language: eng

Abstract: By determining icon image attributes that correspond with Hofstede’s five cultural dimension index of the state of Slovakia, and by harnessing both neuroimaging and biometric sensor on the participants, whether the app’s icon design choice has any impact value over the consumer’s purchasing decision can be determined. This in turn can give an insight to the best strategy on utilizing digital visual merchandising over Android apps. The experiment showed support on Hofstede’s model on cultural distinction which tells that every culture has biased preferences on design and usability. The experiment suggested that it is possible to induce iconography with the elements from Hofstede’s cultural index with proper adjustments to reproduce a better design and overall a better usability.

Keywords: Android; biometric; cultural dimension; Google Play Store, neuroimaging, visual merchandising

JEL Classification: M31, M39, M81

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.