The Influence of the Brain Lateralization on Preferences Related to the Simple Digital Signage Message

Abstract: This paper presents research concerned with how people perceive and subjectively assess various digital signage messages consisting of a simple image and one word text. Three independent factors were manipulated including: the background color (white and black), the text font size (36 and 72 points), and, finally, the image location (to the left and right hand side of the text). The examination involved 70 participants – 40 women and 30 men. The pairwise comparisons based on Analytic Hierarchy Process developed by Saaty were employed to produce the subjects’ preferences. The obtained results indicated considerable differences in relative weights towards examined factors. However, the consistency indices occurred to be significant and suggested that probably participants had difficulties in specifying coherent likings.

Keywords: Digital signage, Consumers’ preferences, Analytic Hierarchy Process, Brain lateralization

DOI: 10.54941/ahfe100096

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