The Interplay between Classical Aesthetics, Expressive Aesthetics and Persuasiveness in Behavior Modeling

Research has shown that visual aesthetics plays a key role in the persuasiveness of behavior change support systems. However, there is limited knowledge on how much each of the two dimensions of visual aesthetics ( classical and expressive ) contributes to the aesthetics-persuasiveness relationship. To bridge this gap, we conducted an empirical study among 669 subjects in North America to investigate: (1) the interrelationships among all three design constructs--- classical aesthetics, expressive aesthetics and persuasiveness ---using fitness apps featuring exercise behavior models as a case study; and (2) the moderating effect of the gender, race and exercise-type characteristics of the behavior model. Our Structure Equation Model (SEM) analysis shows that, regardless of the gender, race and exercise-type characteristics of the behavior model, both classical aesthetics and expressive aesthetics significantly impact persuasiveness. Overall, our path model explains 41% of the variance of persuasiveness , with expressive aesthetics having a stronger direct influence and mediating the influence of classical aesthetics on persuasiveness. Our findings underscore the need for designers of persuasive apps to leverage both dimensions of visual aesthetics ---especially expressive aesthetics ---in the design of behavior models to increase their persuasiveness as change agents.