The Effects of Life-Likeness on Persuasion and Attention-Drawing in a Mobile Digital Signage

In this paper, we examined the effects of life-like movements on persuasion and attention-drawing in a Mobile Digital Signage (MDS). The study employed a one-factor three-level between-participants design where we manipulated the life-likeness of movement of the MDS (life-like movement vs. simple movement vs. no-movement). We set up the three versions of the MDS at our department building for eight days in rotation, and collected the data of the number of users and the percentage of the users who answered YES at the end of the interactions. As the results of our analysis on the data of the number of users, we found that there was a main effect in the movements of MDS and the MDS with life-like movement had higher than the MDS with no movement. In addition, the analysis on the percentage of the users who answered Yes showed that there were statistically significant differences between the MDS with life-like movements and the MDS with sim ple movement, and the MDS with life-like movement and the MDS with no movement. The results indicated that the power of persuasion and attention drawing increased when the MDS performed life-like movement.