In turn, higher levels of image appeal and perceived social presence were predicted to result in trust. It was expected that human images with facial features would induce a user to perceive the website as more appealing, having warmth or social presence, and as more trustworthy. Three conditions of human images were created including human images with facial features, human images without facial features, anda control condition with no human images.
To gain insight into how Internet users perceive human images as one element of website design, a controlled experiment was conducted using a questionnaire, interviews, and eye-tracking methodology. Our conceptualization of IS use patterns is useful because it addresses important questions (such as why negative IT perceptions persist) and clarifies that it is how (rather than how much) people use IT that is pertinent for performance.Įffective visual design of e-commerce websites enhances website aesthetics and emotional appeal for the user. Further, automatic patterns result in enhanced short-term performance, while adjusting ones do not. Most interactions are automatic, and adjusting patterns, triggered by discrepant IT events, fade over time and transition into automatic ones. The synergistic properties of the two studies demonstrate the existence of two IS use patterns, automatic and adjusting. In order to test our hypotheses, we conducted two studies, one qualitative and the other quantitative, that combined different methods (e.g., open-ended questions, physiological data, videos, protocol analysis) to study the influence of expected and discrepant events. By combining two novel perspectives-the affect–object paradigm and automaticity-with coping theory, we theorize how different patterns appear and disappear as a result of different IT events-expected and discrepant-as well as over time, and how these patterns influence short-term performance. In this article, we develop a rich conceptualization of IS use patterns as individuals’ emotions, cognition, and behaviors while employing an information technology to accomplish a work-related task. Information systems use represents one of the core concepts defining the discipline. These results are interpreted as support for Panksepp's (1998) model and as an indicator of a semantic foundation of affective dimensions.
Tertiary-level processes, in contrast, relied predominantly on frontal neocortical structures such as the left inferior frontal and medial frontal gyri. In accordance with the model predictions, evidence for a double dissociation was found in the brain activation patterns: Secondary-level processes engaged parts of the limbic system-specifically, the right hemispheric amygdala. In the present fMRI study, we manipulated happiness and positivity, which are assumed to rely on secondary- and tertiary-level processes, respectively, to test these assumptions in a word recognition task. The hierarchical emotion model proposed by Panksepp (1998) predicts that affective processing will rely on three functionally and neuroanatomically distinct levels, engaging subcortical networks (primary level), the limbic system (secondary level), and the neocortex (tertiary level).
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