The Impact of Cognitive Style on User Preference Based on Usability and Aesthetics for Computer-Based Systems

Abstract

Understanding target users is a crucial issue in establishing design and marketing strategies for computer-based applications. To contribute to the comprehension of target users, this study examines the effect of cognitive style (imagers vs. verbalizers) on user preference based on perceived usability and perceived aesthetics through an experiment using four simulated systems with different levels of usability and aesthetics. Forty-two imagers and 31 verbalizers participated in the experiment. The results of the analyses of variance indicated that, before actual use, the effect of the aesthetics factor on user preference was significantly different between imagers and verbalizers but that of the usability factor was not. The difference between imagers and verbalizers with respect to the effect of the aesthetics/usability factor on time performance was not sufficiently demonstrated, nor was the difference between the two cognitive styles with regard to the effect of the aesthetics/usability factor on user preference after actual use. For the combined experimental data of users' responses before and after actual use, the interaction effect between cognitive styles and actual use on user preference was not significant. Some possible reasons for these results and the possibilities of an important role of cognitive style in users' preference making are discussed here. Further studies are necessary to better examine the impact of cognitive style.