As smartphone screen sizes are becoming bigger and bigger, larger screens are not only enhancing users’ experience but can also change customers’ buying intentions, an Indian-origin researcher has found. Participants in the study who viewed video ads on larger smartphone screens were more likely to want to purchase a product. Also Read - Smartphones to cost more with import duty hike on displays: Everything you need to knowAlso Read - How to use your smartphone camera to attend video calls instead of the webcam
“While more and more people are using smartphones, the subtle difference in screen size can affect them in ways that they may not realize, said S Shyam Sundar, co-director of the Media Effects Research Laboratory at Pennsylvania State University. “Our study sheds light on how they may be processing information on these new larger screens, he added. Also Read - The xHelper malware explained: Why it is so dangerous and how to get rid of it?
Sundar, along with Ki Joon Kim, endowed research professor of interaction science from Sungkyunkwan University in Korea, recruited 120 undergraduate students for the study. One group was assigned an Android smartphone with a 3.7-inch screen and another group accessed the web with an Android smartphone with a 5.3-inch screen.
After the session, the participants filled out a questionnaire to determine their depth of information processing, level of trust and buying intentions. People who viewed video ads on large screens tended to experience feelings of affective trust, whereas reading text ads on smaller screens created greater cognitive trust.
“A simple way to put it is that affective trust refers to how you feel about something and cognitive trust refers to what you think about it. The difference is between what you think and what you feel, Sundar explained. The feeling of immersion may prompt users who are watching videos on bigger screens to experience a media presentation as if they were inside it.
“If you feel like you’re there, you may be more inclined to trust things more. You feel like you’re almost in the environment, so it must be real, Sundar added.
“If you are using a large screen you may be more likely to trust the vendor and impulsively purchase a product, Sundar pointed out.
A frequently cited source on technology, Sundar has testified before Congress as an expert witness and delivered talks at several universities in the United States, Germany, Netherlands, Hong Kong, Korea, China, Singapore and India. He has also served on the editorial boards of 18 journals.
“Our findings can provide guidelines for wearable device designers who are challenged to use very small screens to deliver information,” Kim noted in a paper appeared in the journal Human Communication Research.