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Viewer Evaluations of Simulated Teleshopping Presentations: Effects of Image Complexity and Image Completion Time

An experiment examined the effects of image complexity (high-detail color photograph or low-detail black and white line drawing) and image completion time (0, 45, or 90 s) on viewer evaluations of simulated teleshopping presentations. Viewers rated utility, object identifiability, image fidelity, and annoyance at image completion delay. In utility ratings, viewer reactions were most favorable for high-complexity images displayed instantaneously; delayed image completion and simplified imagery led to reduced incidence of “useful” ratings. Other viewer responses suggested that utility judgments were combined opinions of image fidelity and of annoyance at completion delay rather than reflections of the identifiability of the objects shown. The implications of the results for service design and assessment were explored.