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The role of sensation seeking and need for cognition on web-site evaluations : a resource-matching perspective

Martin, Brett, Sherrard, Michael, & Wentzel, Daniel (2005) The role of sensation seeking and need for cognition on web-site evaluations : a resource-matching perspective. Psychology and Marketing, 22(2), pp. 109-126.

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Abstract

The Internet theoretically enables marketers to personalize a Website to an individual consumer. This article examines optimal Website design from the perspective of personality trait theory and resource-matching theory. The influence of two traits relevant to Internet Web-site processing—sensation seeking and need for cognition— were studied in the context of resource matching and different levels of Web-site complexity. Data were collected at two points of time: personality-trait data and a laboratory experiment using constructed Web sites. Results reveal that (a) subjects prefer Web sites of a medium level of complexity, rather than high or low complexity; (b)high sensation seekers prefer complex visual designs, and low sensation seekers simple visual designs, both in Web sites of medium complexity; and (c) high need-for-cognition subjects evaluated Web sites with high verbal and low visual complexity more favourably.

Impact and interest:

68 citations in Scopus
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52 citations in Web of Science®

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ID Code: 28057
Item Type: Journal Article
Additional URLs:
Keywords: website design, personality, animation, attitudes, resource matching
DOI: 10.1002/mar.20050
ISSN: 0742-6046
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2005 Wiley Periodicals, Inc.
Deposited On: 20 Oct 2009 09:13
Last Modified: 29 Feb 2012 23:56

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