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<p>This study investigates the effects of integrating visual and textual stimuli within online experiences, specifically addressing gaps in how these elements influence emotions across the customer journey. An experimental approach was implemented on the Uber Eats application, employing a between-subjects design to manipulate visual elements and textual communication styles at various stages of the journey: awareness, consideration, intent to purchase, and conversion. Emotional responses were assessed through arousal and valence metrics, using the Noldus FaceReader software to analyze participants’ facial expressions. Results indicate that social-oriented communication alone tends to induce more negative emotions compared to neutral communication. However, when visual design elements are combined with social-oriented communication, there is a significant improvement in both emotional valence and arousal across all stages of the customer journey.</p>

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More than words: consumers’ emotional responses to visual and textual stimuli in online applications

  • 期刊论文

  • 发表日期：

    2025年8月9日

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  • Frédéric Prévot,
  • Kathleen Desveaud,
  • Giulia Pavone,
  • Anna Beliakova

摘要

This study investigates the effects of integrating visual and textual stimuli within online experiences, specifically addressing gaps in how these elements influence emotions across the customer journey. An experimental approach was implemented on the Uber Eats application, employing a between-subjects design to manipulate visual elements and textual communication styles at various stages of the journey: awareness, consideration, intent to purchase, and conversion. Emotional responses were assessed through arousal and valence metrics, using the Noldus FaceReader software to analyze participants’ facial expressions. Results indicate that social-oriented communication alone tends to induce more negative emotions compared to neutral communication. However, when visual design elements are combined with social-oriented communication, there is a significant improvement in both emotional valence and arousal across all stages of the customer journey.