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The effects of the anthropological race, gender and location of verbal-pictorial stimuli on the usability of visual information conveyance

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  • Joanna Koszela-Kulinska
  • Rafal Michalski

Abstract

The usability of information conveyance is influenced by various factors. It has already been confirmed that verbal stimuli to be more effective should be presented on the right-hand side while non-verbal stimuli on the left-hand side. The aim of this paper is to analyze the impact of three factors: the race, gender and location of the human model picture in relation to a text on people’s perception of visual information promoting social campaign for tolerance. A total of 31 students from the Wrocław Academy of Art and Design took part in this study. Participants were shown a series of visual banners containing a picture of a human along with the campaign slogan. The subjective evaluation of experimental conditions was conducted by the AHP method involving pairwise comparisons. The obtained results revealed significant effects of the race, gender and the interaction between them.

Suggested Citation

  • Joanna Koszela-Kulinska & Rafal Michalski, 2015. "The effects of the anthropological race, gender and location of verbal-pictorial stimuli on the usability of visual information conveyance," WORking papers in Management Science (WORMS) WORMS/15/01, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms1501
    DOI: 10.1007/978-3-319-21006-3_42
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_15_01.pdf
    File Function: Final version, 2015
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Rafal Michalski & Joanna Koszela-Kulinska, 2020. "Eye-tracking examination of the anthropological race, gender and verbal-pictorial relative positions on ergonomics of visual information presentation," WORking papers in Management Science (WORMS) WORMS/20/10, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.

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    More about this item

    Keywords

    Display design; Brain lateralization; Digital signage; Ergonomics; Subjective preferences; AHP;
    All these keywords.

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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