Two studies exploring potential cultural difference in taste are presented in which visual appeal is rated for a set of North American and Taiwanese/Chinese web pages each seen for either 500- or 50 milliseconds. Study 1 confirmed the universality of the mere exposure effect, reflecting a physiologically-based more or less intense feeling of pleasure. Chinese/Taiwanese participants rated visual appeal significantly more highly than Canadians when judging web pages representing their native culture, but no differences emerged in visual appeal ratings of North American web pages. The results are ambivalent with respect to the issue of localization vis à vis globalization of web pages. The studies identify a preliminary set of attributes of visually appealing web pages.
Proceedings of the 2008 IADIS International Conference Interfaces and Human Computer Interaction, Amsterdam, The Netherlands, 25-27 July 2008