The Impact of Gestalt Principles on Mobile Game Preference: An AHP-Based Evaluation

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dc.contributor.authorÇakmak, Başak
dc.contributor.authorCekmis, Asli
dc.date.accessioned2026-04-04T18:44:22Z
dc.date.available2026-04-04T18:44:22Z
dc.date.issued2024
dc.departmentİstanbul Bilgi Üniversitesi
dc.description.abstractThis study explores the role of Gestalt principles in optimizing Cost-Per-Install (CPI) estimation for mobile game advertising. Focusing on continuity, closure, and proximity, alongside sub-criteria such as color variation, geometric arrangement, and text layout, we evaluated the effectiveness of CPI videos. Using the Analytical Hierarchy Process (AHP), decision-makers first evaluated the principles’ effect on video attractiveness and visual appeal, then relative weights were combined with expert ratings to get a Utility degree for three alternative videos of 20 mobile games. Results showed that the combination of Gestalt principles and AHP enhances user engagement in CPI videos, achieving high accuracy in identifying the most effective videos when compared with actual CPI values. The research contributes to the role of Gestalt principles in mobile app design and provides a robust and systematic approach for evaluating and improving the design of CPI videos in the mobile gaming industry.
dc.identifier.doi10.47613/reflektif.2024.194
dc.identifier.endpage878
dc.identifier.issn2717-9842
dc.identifier.issn2718-0344
dc.identifier.issue3
dc.identifier.startpage859
dc.identifier.trdizinid1271941
dc.identifier.urihttps://doi.org/10.47613/reflektif.2024.194
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1271941
dc.identifier.urihttps://hdl.handle.net/11411/10112
dc.identifier.volume5
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofReflektif Sosyal Bilimler Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR-Dizin_20260402
dc.subjectAhp, Design, Cpi, Mobile Games, Gestalt Principles
dc.titleThe Impact of Gestalt Principles on Mobile Game Preference: An AHP-Based Evaluation
dc.typeArticle

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