ウェブページにおける周辺手がかりが閲覧者の態度に与える効果 : トピックへの興味の個人差を用いた検討

概要

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The present study investigated the effects of the decoration for a web page on the observer's attitude toward its topic. Previous studies suggested that peripheral cues could change the attitude of the observer who has little motivation for processing information in the direction of the message. The study took the observer's interest in the topic of the web page as his or her motivation for processing information. Decoration for the web page should serve as a peripheral cue and should change the attitude of the observer not interested in the topic of the web page. Results were consistent with this prediction. Furthermore, the message of the web page without decoration was processed more deliberatively than that with decoration. The implications for the theories about attitude change and for the application in the real world were discussed.
2006-02-01