First Impressions Matter: Emotional Primacy in Digital Learning (Stage 1, 4:56 PM)

• In Event: e-Lightning Ed-Talk Session 9 - Stage 1

Abstract

This study examines how emotional responses develop across sequential digital learning interventions, investigating primacy effects and differences between static versus dynamic formats. Using a within-subjects design with 114 participants, we tested six intervention formats (text with graphics, LLM-chatbot, LLM-voicebot, interactive windows, podcasts, and videos) measuring emotional responses via PANAS-X at three time points.
Results demonstrate significant emotional primacy effects: stronger emotional changes occurred between baseline and first intervention compared to first and second interventions (η² = .11 to .31). Static interventions showed classic primacy patterns with diminishing effects, while dynamic interventions exhibited "warm-up effects" with stronger second-exposure reactions. Findings reveal that initial learning contacts create emotional "anchors" influencing subsequent processing, emphasizing the critical importance of first impressions in digital education design.

Authors

• Nicolai Benedict Plintz, University of Mannheim

• Dirk Ifenthaler, University of Mannheim