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  • Users may search for specific ratings depending of the global rating valence

    In a study conducted in 2021, researchers investigated the interaction between aggregated rating and personal rating on consumers’ perception of online consumer reviews. In the primary task, some participants had to making judgments about the usefulness of online reviews while their neural responses were measured. The analytical approach involved comparing brain response of participants while judging individual reviews in different conditions, such as positive aggregated reviews or negative aggregated reviews. Confounders like (not explicited) were controled. Among other hypothesis, the primary hypothesis which posited that a high personal rating would be perceived as less useful when the aggregated rating is low, but this effect may be mitigated when the aggregated rating is high, was supported by the results with a not found effect size. Unfortunately, there is no free access to the original article. This overview provides a concise synthesis of the most relevant results. For more details, please refer to the article page.

    Unfortunately, there is no free access to the original article.

    When designing ratings, if the global rating is low, consider displaying more negative ratings as they are more useful for users.

    Liu, J., Mo, Z., Fu, H., He, J., & Liang, Z. (2021). Aggregated rating moderates the effect of personal rating on perceived review usefulness: An event-related potentials study. Journal of Neuroscience, Psychology, and Economics, 14(4), 222–233. https://doi.org/10.1037/npe0000149

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  • Users may be less efficient scanning complex interfaces when a peer is present

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    In a study conducted in 2020, researchers investigated if presence of others influences attention, eye movements, and decision-making processes. In the primary task, 79 participants had to fixate a dot cue on the screen center and find a target among distractors in the screen, while a familiar partner may or may not be present in the room. Authors used an eye-tracking device to measure eye movements. The analytical approach involved comparing comparing means of reaction times for saccades, visual search and continuous performance, with different factors like condition and difficulty in ANOVAS. Confounders like vision and neurologic or psychiatric history were controled. Among other hypothesis, the primary hypothesis which posited that presence of a mere family member would influence visual reaction times, was supported by the results with a large (p. 9) effect size. The results indicated that peer presence did not have a significant influence on the visual search and continuous performance tasks. This overview provides a concise synthesis of the most relevant results. For more details, please refer to the article page.

    Consider how users’ scanning of an interface might change—either getting better or worse—when they’re working on a task with a friend nearby.

    Tricoche, L., Ferrand-Verdejo, J., Pélisson, D., & Meunier, M. (2020). Peer presence effects on eye movements and attentional performance. Frontiers in Behavioral Neuroscience, 13. https://doi.org/10.3389/fnbeh.2019.00280

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  • Young users may experience rewards more intensely when peers are observing

    In a study conducted in 2015, researchers investigated how peer observation affects the processing of rewards in adolescents and adults. In the primary task, 40 participants had to play a card game on a computer, where they had to guess if the number behind a card would be lower or higher than 5. Brain activity data was recorded using a fMRI device, and participants may or may not be with a peer. The analytical approach involved comparing brain activity for different ages and social context, using repeated measures GLM and ANOVAs. Confounders like differences in reward history for each participant were controled. Among other hypothesis, the primary hypothesis which posited that reward system becomes more active for adolescents when friends are around, pushing them to more engagement, was supported by the results with a large (p. 81) effect size. Authors relate to litterature to explain how adolescent engagement can lead to positive or risky behaviors. This overview provides a concise synthesis of the most relevant results. For more details, please refer to the article page.

    If you create an experience that provides rewards for adolescent users, think about allowing peers of the same age and gender to witness those rewards, but keep in mind that it may have implications for both positive and risky behaviors.

    Smith, A. R., Steinberg, L., Strang, N. M., & Chein, J. (2015). Age differences in the impact of peers on adolescents’ and adults’ neural response to reward. Developmental Cognitive Neuroscience, 11, 75–82. https://doi.org/10.1016/j.dcn.2014.08.010

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  • Users may perceive virtual characters as more emotionally expressive when idle animations are active

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    In a study conducted in 2021, researchers investigated the influence of idle motion on the perception of emotion expressed by virtual characters. In the primary task, 32 participants had to watch ten visual-only video clips of a virtual character showing different intensities of pain, with or without body neutral animation, and assess that pain perception by choosing one of two labels “Mild pain” or “Very intense pain”. Authors created the video-clips with the 3D software Blender and the facial expressions with the Paul Ekman FACS framework. They used motion capture to recreate a natural oscillation of the body. The analytical approach involved comparing perceived intensity of the pain expression in the idle and still condition, using a two-tailed paired t-test. Confounders like vision level were controled. Among other hypothesis, the primary hypothesis which posited that the presence of subtle movements would affect how intensely the virtual character’s facial expression of pain is perceived, was supported by the results with a moderate (p. 4) effect size. This overview provides a concise synthesis of the most relevant results. For more details, please refer to the article page.

    Add natural postural oscillations to a virtual character as it may enhances the perception of its emotions, evoking a greater empathic response from users.

    Treal, T., Jackson, P. L., Jeuvrey, J., Vignais, N., & Meugnot, A. (2021). Natural human postural oscillations enhance the empathic response to a facial pain expression in a virtual character. Scientific Reports, 11(1). https://doi.org/10.1038/s41598-021-91710-5

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