Same, same but different. How pictures influence emotional responses of users with different web search behaviours
Especially in the information-intensive tourism industry, searching for information is of major importance. In the context of online information search, a distinction between goal-directed and experiential searchers can be made. These two types of searchers have shown to differ in their perception of websites. As the notion "pictures are worth a thousand words" suggests, images are heavily used in advertising to convey information and trigger emotions. Besides the content of the picture, its low-level features have the power to shape the emotional quality. The purpose of this study is to link web search behaviour with emotional responses provoked by these stimulatory attributes. Following a between-subjects design, people were manipulated by randomly assigning them to one of the two search strategies. Results show that users with different web search strategies differ in their emotional responses initiated by pictures.