Mobile app preferences: What role does aesthetics and emotions play?

Abstract

This research-in-progress reports on the development of a NeuroIS measurement model for studying the role of emotions in non-instrumental preferences. We aim at exploring the effects of emotions and aesthetics on users’ preferences for mobile application. The context of mobile apps is interesting because the phenomenon of high initial adoption but very low retention is still unexplained. For this, we aesthetically manipulated mobile apps, and measured subjects’ affective responses. Our approach builds on galvanic skin response (GSR) and surface electromyography of the face.