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    Time critical? Does exposure time and brand information change users’ evaluations of website appeal?

    HCI 2016 - Fusion!

    Proceedings of the 30th International BCS Human Computer Interaction Conference (HCI 2016)

    Bournemouth University, Poole, UK, 11 - 15 July 2016


    Daniel Bradley & Prof. Siné McDougall


    First impressions have been deemed important when making evaluations of website appeal. However, little is known about the long term nature of decision-making with respect to judgements of website appeal and how these may be shaped by other information available to us. This research aims to examine (a) how users’ evaluations of website may change over time, (b) how brand information may change appeal evaluations (as opposed to judgements of products shown on a website) and (c) whether combining eye tracking with traditional subjective measures of appeal can inform us about the information used in making decisions about website appeal. Research outcomes will help to shape the formation of guidelines for future website development.


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