D-Optimal Split-plot Designs With Random Whole Plot Factor and Fixed Sub-plot Factor

This study examines design preference in Completely Randomized (CR) split-plot experiments involving random whole plot factor effect and fixed sub-plot factor effect. Many previous works on optimally designing split-plot experiments assumed only factors with fixed levels. However, the cases where interests are on random factors have received little attention. These problems have similarities with optimal design of experiments for fixed parameters of non-linear models because the solution rely on the unknown parameters.  Design Space (DS) containing exhaustive list of balanced designs for a fixed sample size were compared for optimality using the product of determinants of derived information matrices of the Maximum Likelihood (ML) estimators equivalent to random and fixed effect in the model. Different magnitudes of components of variance configurations where variances of factor effects are larger than variances of error term were empirically used for the comparisons. The results revealed that the D-optimal designs are those with whole plot factor levels greater than replicates within each level of whole plot.

The relationship between user types and gamification designs

Gamification has been discussed as a standout approach to improve user experience, with different studies showing that users can have different preferences over game elements according to their user types. However, relatively less is known how different kinds of users may react to different types of gamification. Therefore, in this study ($$N=331$$ N = 331 ) we investigate how user orientation (Achiever, Disruptor, Free Spirit, Philanthropist, Player, and Socializer) is associated with the preference for and perceived sense of accomplishment from different gamification designs. Beyond singular associations between the user orientation and the gamification designs, the findings indicate no comprehensive and consistent patterns of associations. From the six user orientations, five presented significant associations: Socializer orientation was positively associated with Social, Fictional, and Personal designs, while negatively associated with Performance design; Player orientation was positively associated with Social (Accomplishment), Personal, and Ecological designs, while negatively associated with the Social design (Preference); Disruptor orientation was positively associated with Social design; Achiever orientation was positively associated with Performance and Social designs; and Free Spirit orientation was negatively associated with Social design. Based on the results, we provide recommendations on how to personalize gamified systems and set further research trajectories on personalized gamification.

Looking behind eye-catching design: an eye-tracking study on wine bottle design preference

Purpose The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how attention is related to subjective evaluations of interest and value in the perception of wine bottle design choices. Design/methodology/approach The experiment combined implicit eye-tracking observations and a quantitative measurement on the assessment on wine bottle designs. In total, 37 participants rated eight different wine bottle designs based on their interest and assumed value, without any given information about the wines’ original price classification. Findings There is a significant difference between the perception of wine bottle designs. Eye-catchy designs do not automatically transform into a higher perception of value and interest towards the product. The unconscious perception of bottles and the conscious reaction differentiate. Research limitations/implications The greatest limitation, as with many other implicit studies, is the limited number of subjects and the associated limited validity. In addition, eight bottles in four categories were studied, which is adequate, but does not fully reflect the complexity of the wine market supply. Practical implications Manufacturers and wine label designers should challenge existing pre-disposition towards certain wine bottle design choices. Originality/value To the best of the authors’ knowledge, this is the first German consumer study that focusses on unconscious perception (measured by implicit eye movement behaviour) and conscious reactions in the context of explicit value and interest evaluation.