|
The Effect of Fractal Smartphone Wallpaper on
Aesthetic Liking and Touching
Master Thesis Defense
Msc. Marketing Management
Erza Sidhi Rangga Malela (2343797)
Supervisors: Dr. Yannick Joye and Dr. Carmen Donato
University of Groningen
|
Literature Review
•
Importance of Smartphone Design and Wallpapers
•
Smartphone design is a form of personal expression (Nordstrom, 2006).
•
Design of smartphone is the most common criterion that consumers consider
first when buying a smartphone (Osman et al., 2012)
•
Research on smartphone design:
• Colour (Nanda et al., 2008), Materials: shape, and size (Chung et al., 2001; Yun et al., 2003) • These study results were applicable in 2000s. Nowadays, design has reached saturation
•
Wallpapers are unique to each smartphone brands
• Quality perception, creates strong associations with the brand (Henderson et al., 2003) • Wallpaper can complement the smartphone design (Heimler, 2002)
• Focus on wallpaper and its hidden visual elements
| 6
|
Literature Review
•
Fractal Dimension
•
Density of edges in binarized images.
• Smooth line contains no fractal structure at all has a FD of 1, completely filled area such as a square has a FD of 2 • Increasing the amount of the fine structure in the fractal’s repeating patterns, the FD value moves closer to 2 but never exactly at 2 (Taylor & Sprott, 2008). Example: Tree branches (high FD) vs clouds (lower FD)
•
Fractal Aesthetics
•
Participants chose fractal images based on how rough the images are (Knill et
al., 1990).
•
Taylor’s research (1998) : 113 out of 120 participants preferred fractal
images over non-fractal images.
•
Sprott (1993) : images with 1.1-1.5 FD was preferred by participants.
•
Follow up research by Sprott and Aks (1996) : images with 1.3 to be
aesthetically more pleasing
•
Fractals with intermediate FD is commonly found in nature environment.
|
Literature Review
•
Neurophysiological Responses to Fractals
|
Literature Review
•
Touching
•
Touching relies on sense of sight, because we rely on our vision to observe
certain objects and products in the environment.
• Smartphone wallpaper can be used as a visual stimulus that can attract attention. • Visual stimuli enhance probability to touch the product (Kahn & Deng, 2010).
•
Wallpaper’s aesthetic : first step to attract customer, and our visual
impression will further tell us to try get closer to the product and touch it
(Ludden et al., 2006)
•
Touching and its link to Willingness to Buy
•
Smartphone Brand
•
Consumers are strongly influenced by brand when it comes to buying
smartphones (Knapman, 2014).
•
Remedios & Nathwani (2014) study on smartphone brand preference.
• Participants associated Apple and Samsung as high quality, and great design • Smartphone brand image may influence the effect of wallpapers’ aesthetics.
• The use of fractal wallpaper with mid FD should enhance more aesthetic liking, especially the high-end brand.
|
Literature Review
•
Construal Levels
•
Construal Level Theory (CLT)
•
Predict the consumer behaviour in terms of consumer’s preference,
purchasing decisions and intentions, brand representation, risk taking,
and other consumer behaviour (Fiedler, 2007)
•
Consumer preference is part of psychological-distance dimension, a
central variable of CLT.
•
Desirable attributes vs Feasible attributes
•
Dhar and Kim (2007) on consumer mindset and psychological-distance
dimension
• Moment of purchase : desirable attributes are important, while in final purchasing decision, low-level features (price) is emphasized.|
Conceptual Model
• H1: Wallpaper with intermediate fractal dimension will lead to higher aesthetic liking in comparison to wallpaper with lower or higher fractal dimensions. • H2 : Wallpaper with intermediate fractal dimension will directly influence the probability of the customers to touch the smartphone in comparison to wallpapers with low or high fractal dimension. • H3 : Wallpapers with higher aesthetic liking will increase the probability for the customers to touch the smartphone • H4 : The more customers touch the smartphone, the more they are willing to pay. • H5: Smartphone brand will directly influence the aesthetic liking of the smartphone design. • H6: The effect of fractal wallpaper towards aesthetic liking is significantly higher in Apple than OnePlus.|
2-Way ANOVA : Wallpapers and Smartphone Brand on Touching
• Main effects: • High-end smartphones were touched significantly more than the low-end smartphone, F(1, 232)= 8.78, p < .001 • Different fractal wallpaper had a significantly different effect on touching F(1, 232)= 31.14, p < .001 • Interaction effect: • No significant wallpaper by smartphone interaction for touching, F(1, 232)= 1.52, p = 0.21 • Pairwise comparison test (H2 Partially supported): • Apple • Significant in white wallpaper to low FD,mid FD, high FD • Significant in low FD to mid FD, not significant in mid FD to high FD • OnePlus• Significant only in white wallpaper to low FD,mid FD, high FD
17
Figure 4.2.2.A Figure 4.2.1.A Means of Willingness to Touch Between Fractal Wallpapers and Smartphone Brands . Error Bars 95% CI.
|
2-Way ANOVA : Wallpapers and Smartphone Brand on WTB
• Main effects: • High end smartphones are significantly have more willingness to buy than their low-end counters (F(1, 232)= 18.02, p < .001 • Different fractal wallpaper had a significantly different effect on willingness to buy F(1, 232)= 22.47, p < .001 Interaction effect: • Interaction Effect: • No significant wallpaper by smartphone interaction for willingness to buy, F(1, 232)= 1.57, p = 0.19. • Pairwise comparison test: • Apple : Significant only in low FD to mid FD • Correlation on Touching and WTB: • Highly correlated and is significant (r= 0.770, p< 0.001). • The more customers touch the smartphone, the more they willingness to buy. • H4 is supported. 18Figure 4.2.3.A Means of Fractal Wallpapers’ Willingness to Buy Between Two Smartphone Brands. Error Bars 95% CI.
| Fractal wallpaper increases aesthetic liking, willingness to touch, and willingness to buy The more customers touch the smartphone, the higher WTB Aesthetic liking mediates the effect of intermediate fractal wallpaper on touching and WTB Fractal wallpaper with intermediate value have the right amount of complexity, and number of iterations that customers find it pleasing ● This is consistent with the literature. ● Effect is higher in high-end smartphone
brand
● No moderating effect of smartphone brand.
● Only in high-end smartphone brand
● Often have symmetrical patterns, it has enough information or elements that our brain can process.
● The higher the fractal value, the more elements that our brain need to process. ● It has enough complexity and creates
arousal.
