Abstract
The Gestalt effect suggests that the effect of organized whole elements exceeds the sum of their parts. The visual element placement of advertisements reflects this effect and is vital to determine what consumers recall, especially in the mobile marketing environment. Scholars, however, are divided as to the theoretical explanations of the Gestalt effect in consumer behavior and user experience domains. To address this issue, the authors analyze consumers’ neural activities in response to mobile food delivery service advertisements in different visual element placements, testing the influence of the Gestalt effect on consumers’ purchasing preferences. The current study adopts the event-related potentials (ERP) technique derived from the electroencephalogram (EEG) paradigm. The findings deepen the understanding of the application of the Gestalt effect in the marketing and advertising domain, which benefits the digital graphical user interface designs of mobile and other forms of e-businesses.
- Received February 2, 2023.
- Received (in revised form) November 1, 2023.
- Accepted November 14, 2023.
- Copyright © 2024 ARF. All rights reserved.
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Vol 64 Issue 4
