Prototypicality in this context refers to a person’s expectations about what a website should look like. The study discovered that pages that were less complex were judged to be more visually ...

The authors adopt a recently developed morphing technique to measure a product's aesthetic design and investigate its effect on consumer preference. Drawing upon categorization theory, the authors ...

Entitled “Integrating the Bright and Dark Sides of Leadership: An Investigation of the Intragroup and Intergroup Effects of Leader Group Prototypicality”, the study was conducted by Prof. Law ...