The Interplay between Classical Aesthetics, Expressive Aesthetics and Persuasiveness in Behavior Modeling
Kiemute Oyibo, Ifeoma Adaji, Rita Orji, Babatunde Olabenjo, Julita Vassileva · Electronic workshops in computing · 2018
Research has shown that visual aesthetics plays a key role in the persuasiveness of behavior change support systems. However, there is limited knowledge on how much each of the two dimensions of visual aesthetics (classical and expressive) contributes to the aesthetics-persuasiveness relationship. To bridge this gap, we conducted an empirical study among 669 subjects in North America to investigate: (1) the interrelationships among all three design constructs— classical aesthetics, expressive aesthetics and persuasiveness —using fitness apps featuring exercise behavior models as a case study; and (2) the moderating effect of the gender, race and exercise-type characteristics of the behavior model. Our Structure Equation Model (SEM) analysis shows that, regardless of the gender, race and exercise-type characteristics of the behavior model, both classical aesthetics and expressive aesthetics significantly impact persuasiveness . Overall, our path model explains 41% of the variance of persuasiveness , with expressive aesthetics having a stronger direct influence and mediating the influence of classical aesthetics on persuasiveness . Our findings underscore the need for designers of persuasive apps to leverage both dimensions of visual aesthetics —especially expressive aesthetics —in the design of behavior models to increase their persuasiveness as change agents.