Year: 2025
Type: preprint
Abstract: The use of animation to gain user attention has been increasing, supported by various studies on user behavior and psychology. However, excessive use of animation in interfaces can negatively impact the user. This paper deals with a specific type of animation within a specialized domain of e-commerce. Drawing upon theories such as the Zeigarnik Effect, Aesthetic-Usability effect, Peak-End rule, and Hick's law, we analyze user behavior and psychology when exposed to a dynamic price-drop animation. Unlike conventional static pricing strategy, this animation introduces movement to signify price reduction. In our theoretical study approach, we evaluate and present a user study on how such an animation influences user perception, psychology, and attention. If acquired effectively, dynamic animations can enhance engagement, spark anticipation, and subconsciously create a positive experience by reducing cognitive load.
Source: arXiv (Cornell University)
Author: Borpujari, Waaridh
Institution: MIT Art, Design and Technology University
Language: English
Subfield: Human-Computer Interaction
Field: Computer Science
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W6979362353
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