designing service evidence for positive relational messages
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Designing Service Evidence for Positive Relational MessagesTRANSCRIPT
Displaying the Word “Yes”: Exploring the Impact on User Decision-Making within a Digital Context
Daphna Levin, ID: 014765465, [email protected]
Holon Institute of Technology – HIT, M. Design, Department of Design Dr. Cornel Lustig, Research Methods, Semester 1 April 2012
Context
Where? Digital environment, action-driving messaging
Examples:
Context
Why? Optimizing the digital user/business interface.
For Whom? Online marketers and their service providers: graphic designers, user experience designers and copywriters
Hypothesis
When a person is posed with a “Yes/No” question, if the word “Yes” is visible, the person will be more likely to decide favorably.
Survey
Group 1: Yes NOT visible
Question: Do you consider yourself a serious person?
Group 2: Yes IS visible
Yes No I don’t know
Yes No I don’t know
Subjects
Materials & Methods
• Survey conducted: March and April of 2012
• The survey was constructed & distributed online
• The survey data was collected and aggregated independently and automatically
Results
Hypothesis
When a person is posed with a “Yes/No” question, if the word “Yes” is visible, the person will be more likely to decide a favorable result.
False
Displaying the word “Yes” does not increase the chances that the person will answer in favor.
Unexpected Outcome!
When the word “Yes” was visible, more people chose the indecision option (“I don’t know”).
May lead to a new hypothesis? Or…may be explained by the age demographic (21-29) vs. (30-39).
Limitations & Suggestions for Further Research
Conduct the test again, however:
- Use a larger sample size
- Include more male participants
- Instead, visually emphasize the word “No”
- Equalize the age brackets (21-29 / 30-39)
- Explore the increased frequency of indecision, when the word “Yes” or “No” are visible