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Advert saliency distracts children's visual attention during goal-directed internet use

Holmberg, Nils LU ; Sandberg, Helena LU and Holmqvist, Kenneth LU (2014) In Frontiers in Psychology 5.
Abstract
The general research question of the present study was to assess the impact of visually salient online adverts on children's task-oriented internet use. In order to answer this question as reliably as possible, an experimental study was constructed in which 9-year-old and 12-year-old Swedish children were asked to solve a number of tasks while interacting with a mockup website. In each trial, web adverts in low-level and high-level visual saliency conditions were presented. By both measuring children's task accuracy, as well as the visual processing involved in solving these tasks, this study allows us to infer how two types of visual saliency affect children's attentional behavior, and whether such behavioral effects also impacts their... (More)
The general research question of the present study was to assess the impact of visually salient online adverts on children's task-oriented internet use. In order to answer this question as reliably as possible, an experimental study was constructed in which 9-year-old and 12-year-old Swedish children were asked to solve a number of tasks while interacting with a mockup website. In each trial, web adverts in low-level and high-level visual saliency conditions were presented. By both measuring children's task accuracy, as well as the visual processing involved in solving these tasks, this study allows us to infer how two types of visual saliency affect children's attentional behavior, and whether such behavioral effects also impacts their task performance. Analyses show that low-level and high-level saliency in online adverts have different effects on performance measures and process measures respectively. Whereas task performance is stable with regard to several advert saliency conditions, a marked effect is seen on children's gaze behavior. On the other hand, task performance is shown to be more sensitive to individual differences such as age, gender and level of gaze control. The results provide evidence about cognitive and behavioral distraction effects in children's task-oriented internet use caused by visual saliency in online adverts. The experiment suggests that children to some extent are able to compensate for behavioral effects caused by distracting visual stimuli when solving prospective memory tasks, and thus discusses a possible decoupling between task performance and task processing. Suggestions are given for further research into the interdiciplinary area between media research and cognitive science. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
online advertising, children, internet use, distraction, visual saliency, visual attention
in
Frontiers in Psychology
volume
5
publisher
Frontiers
external identifiers
  • pmid:24575057
  • wos:000331278100001
  • scopus:84897631214
ISSN
1664-1078
DOI
10.3389/fpsyg.2014.00051
language
English
LU publication?
yes
id
748ec7d5-e7aa-473e-8e8c-6d3d6474b733 (old id 4180044)
date added to LUP
2013-12-02 13:46:32
date last changed
2017-05-28 03:51:07
@article{748ec7d5-e7aa-473e-8e8c-6d3d6474b733,
  abstract     = {The general research question of the present study was to assess the impact of visually salient online adverts on children's task-oriented internet use. In order to answer this question as reliably as possible, an experimental study was constructed in which 9-year-old and 12-year-old Swedish children were asked to solve a number of tasks while interacting with a mockup website. In each trial, web adverts in low-level and high-level visual saliency conditions were presented. By both measuring children's task accuracy, as well as the visual processing involved in solving these tasks, this study allows us to infer how two types of visual saliency affect children's attentional behavior, and whether such behavioral effects also impacts their task performance. Analyses show that low-level and high-level saliency in online adverts have different effects on performance measures and process measures respectively. Whereas task performance is stable with regard to several advert saliency conditions, a marked effect is seen on children's gaze behavior. On the other hand, task performance is shown to be more sensitive to individual differences such as age, gender and level of gaze control. The results provide evidence about cognitive and behavioral distraction effects in children's task-oriented internet use caused by visual saliency in online adverts. The experiment suggests that children to some extent are able to compensate for behavioral effects caused by distracting visual stimuli when solving prospective memory tasks, and thus discusses a possible decoupling between task performance and task processing. Suggestions are given for further research into the interdiciplinary area between media research and cognitive science.},
  articleno    = {51},
  author       = {Holmberg, Nils and Sandberg, Helena and Holmqvist, Kenneth},
  issn         = {1664-1078},
  keyword      = {online advertising,children,internet use,distraction,visual saliency,visual attention},
  language     = {eng},
  publisher    = {Frontiers},
  series       = {Frontiers in Psychology},
  title        = {Advert saliency distracts children's visual attention during goal-directed internet use},
  url          = {http://dx.doi.org/10.3389/fpsyg.2014.00051},
  volume       = {5},
  year         = {2014},
}