Facial animacy in anthropomorphised designs: Insights from leveraging self-report and facial expression analysis for multimedia learning

Abstract

Anthropomorphism is the act of attributing human-like characteristics to non-human objects and has played a key role in the field of emotional design in multimedia learning. Despite its significance, the relationship between animacy and anthropomorphism, particularly facial animacy, remains underexplored albeit its potential impact on learning engagement and emotional responses. Hence, this study aims to address this gap by examining the effects of facial animacy in anthropomorphised designs using a 3 × 2 design (none vs. static vs. animated) based on self-reported measure (SRM) and facial emotion recognition (FER) and how both measures are associated. The findings revealed discrepancies between both measures, with mostly moderate to weak correlations between hypothesised associations. SRM results indicated that face animacy decreased perceived boredom, while static and dynamic anthropomorphised designs increased curiosity. The FER results revealed notable similarities between designs without anthropomorphism and the static versions, highlighting that facial animacy led participants to express more joy and less neutral expressions. Additionally, neutral expressions were associated with lower enjoyment perception, while negative emotions, especially boredom, were linked to reduced attention.