Computer users enjoy releasing control

Jul 07, 2006

A University of Missouri study finds that computer users react more positively to images that they do not control.

"What we found -- contrary to the assumption -- was that people actually paid more attention if they didn't have control and, for the most part, rated those pictures as more arousing and pleasant," said Kevin Wise, an assistant professor of advertising.

Wise and Byron Reeves, a professor at Stanford University, studied the reactions of 22 students to images they controlled with a mouse and to images that appeared on screen unexpectedly.

They found that the students rated the unexpected images more positively. They also found that after the unexpected images appeared, the students demonstrated "heart orienting," a slowing down of heartbeat that is a sign that someone is concentrating.

Wise said "heart orienting" is a hard-wired response, presumably because early humans needed to focus on the unexpected in their environment. He said people generally like routine and control with a mix of the unexpected.

Copyright 2006 by United Press International

Explore further: Social Security spent $300M on 'IT boondoggle'

add to favorites email to friend print save as pdf

Related Stories

Lighting for photography with drones

Jul 11, 2014

Lighting is crucial to the art of photography. But lights are cumbersome and time-consuming to set up, and outside the studio, it can be prohibitively difficult to position them where, ideally, they ought ...

Emerging trends in social media

Jul 03, 2014

Who knows what's hot in social media? Here at MIT, Chris Peterson can tell you a thing or two (or three). As Senior Counselor for Web Communications in MIT's Undergraduate Admissions Office, Peterson oversees ...

Recommended for you

Social Security spent $300M on 'IT boondoggle'

3 hours ago

(AP)—Six years ago the Social Security Administration embarked on an aggressive plan to replace outdated computer systems overwhelmed by a growing flood of disability claims.

Six charged in global e-ticket hacking scheme

4 hours ago

Criminal charges were filed Wednesday against six people in what authorities said was a global cyber-crime ring that created fraudulent e-tickets for major concerts and sporting events.

User comments : 0