When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors

Giuseppe Gruttad'Auria; Michael Puntiroli; Adrian Bangerter; Adrian Holzer; Valéry Bezençon

When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors

Giuseppe Gruttad'Auria
, Michael Puntiroli
, Adrian Bangerter
, Adrian Holzer
, Valéry Bezençon

Department of Intelligent Operations and Marketing

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

Abstract

Consumers routinely encounter data visualizations in everyday life. In a survey-based study (N = 1,016) evaluating 130 visualizations, we estimate how features shape perceptions, attitudes, and behaviors. Visual complexity is broadly harmful, whereas information accessibility and visual heterogeneity are broadly beneficial. Greater visual information load reduces reading of associated articles.

Original language	English
Title of host publication	When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors
Publication status	Published - 2026
Event	Association for Consumer Research - Chicago (USA) Duration: 24 Sept 2026 → 26 Sept 2026

Conference

Conference	Association for Consumer Research
Abbreviated title	ACR
Period	24/09/26 → 26/09/26

Cite this

@inproceedings{a9903fa001e74167ac32fa2a9946cc65,

title = "When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors",

abstract = "Consumers routinely encounter data visualizations in everyday life. In a survey-based study (N = 1,016) evaluating 130 visualizations, we estimate how features shape perceptions, attitudes, and behaviors. Visual complexity is broadly harmful, whereas information accessibility and visual heterogeneity are broadly beneficial. Greater visual information load reduces reading of associated articles.",

author = "Giuseppe Gruttad'Auria and Michael Puntiroli and Adrian Bangerter and Adrian Holzer and Val{\'e}ry Bezen{\c c}on",

year = "2026",

language = "English",

booktitle = "When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors",

note = "Association for Consumer Research, ACR ; Conference date: 24-09-2026 Through 26-09-2026",

}

When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors. / Gruttad'Auria, Giuseppe; Puntiroli, Michael; Bangerter, Adrian et al.
When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors. 2026.

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

TY - GEN

T1 - When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors

AU - Gruttad'Auria, Giuseppe

AU - Puntiroli, Michael

AU - Bangerter, Adrian

AU - Holzer, Adrian

AU - Bezençon, Valéry

PY - 2026

Y1 - 2026

N2 - Consumers routinely encounter data visualizations in everyday life. In a survey-based study (N = 1,016) evaluating 130 visualizations, we estimate how features shape perceptions, attitudes, and behaviors. Visual complexity is broadly harmful, whereas information accessibility and visual heterogeneity are broadly beneficial. Greater visual information load reduces reading of associated articles.

AB - Consumers routinely encounter data visualizations in everyday life. In a survey-based study (N = 1,016) evaluating 130 visualizations, we estimate how features shape perceptions, attitudes, and behaviors. Visual complexity is broadly harmful, whereas information accessibility and visual heterogeneity are broadly beneficial. Greater visual information load reduces reading of associated articles.

M3 - Conference Proceeding

BT - When More Complexity Means Less: How Data Visualization Features Shape Perceptions, Attitudes, and Online Behaviors

T2 - Association for Consumer Research

Y2 - 24 September 2026 through 26 September 2026

ER -