Multi-criteria Evaluation of Recommending Interfaces towards Habituation Reduction and Limited Negative Impact on User Experience

The growing intensity of visual marketing content may result in limited user attention and dropping performance. The main reason is a habituation effect observed for repeated stimuli causing the banner blindness phenomenon. To overcome that marketers resort to various techniques based on visual effects, such as animations or vividness, with possible side effects like negative brand perception. The same can be observed for recommending systems and the presented study investigates varying visual intensity in a recommending interface with the use of eye tracking. Multi-criteria analysis is performed to evaluate results from the perspective of user experience, attention allocated to visual objects and their intensity with the main goal to recommend the most viable solutions. (C) 2019 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses)/by-nc-nd/4.0/) Peer-review under responsibility of KES International.