Children's attention management on commercial websites: Effects of task type and advert prominence
Holmberg, Nils LU
(2017)
19th European Conference on Eye Movements
In Journal of Eye Movement Research
10(6).
p.153-154
- Abstract
- This experiment was designed to investigate how children cope with salient online advertising while engaging in task-oriented website interaction. 57 children in 3rd grade (9-year-olds) participated in the experiment. Each participant was introduced to a mock-up website and was instructed to solve two types of online tasks: reading for comprehension and information search. The web pages used by the children contained both task-relevant textual information as well as task-irrelevant online display advertising. The adverts were presented in two saliency conditions: static and animated. Eye movement data were used to differentiate task types in terms of cognitive load, and to construct an advert distraction measure. Pupil dilation data were... (More)
- This experiment was designed to investigate how children cope with salient online advertising while engaging in task-oriented website interaction. 57 children in 3rd grade (9-year-olds) participated in the experiment. Each participant was introduced to a mock-up website and was instructed to solve two types of online tasks: reading for comprehension and information search. The web pages used by the children contained both task-relevant textual information as well as task-irrelevant online display advertising. The adverts were presented in two saliency conditions: static and animated. Eye movement data were used to differentiate task types in terms of cognitive load, and to construct an advert distraction measure. Pupil dilation data were used to measure children's cognitive load and fixation location data were used to measure attentional advert distraction. The results of the study showed that animated online adverts caused increases in both task-related cognitive load and advert-related fixations compared to static adverts. However, the results also showed that children's level of advert distraction differed between task types, such that advert distraction was higher during task types associated with lower cognitive load (reading for comprehension). The results are discussed in relation to existing cognitive load theory, as well as current media and communication research. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/a6d603fa-c71c-4724-bc0a-9e812df6273d
- author
- Holmberg, Nils
LU
- organization
- publishing date
- 2017-12-23
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- eye-tracking
- in
- Journal of Eye Movement Research
- volume
- 10
- issue
- 6
- pages
- 1 pages
- publisher
- European Group for Eye Movement Research
- conference name
- 19th European Conference on Eye Movements
- conference location
- Wuppertal, Germany
- conference dates
- 2017-08-20 - 2017-08-24
- ISSN
- 1995-8692
- DOI
- 10.16910/jemr.10.6
- language
- English
- LU publication?
- yes
- id
- a6d603fa-c71c-4724-bc0a-9e812df6273d
- date added to LUP
- 2019-10-07 13:21:41
- date last changed
- 2020-11-12 02:18:05
@misc{a6d603fa-c71c-4724-bc0a-9e812df6273d,
abstract = {{This experiment was designed to investigate how children cope with salient online advertising while engaging in task-oriented website interaction. 57 children in 3rd grade (9-year-olds) participated in the experiment. Each participant was introduced to a mock-up website and was instructed to solve two types of online tasks: reading for comprehension and information search. The web pages used by the children contained both task-relevant textual information as well as task-irrelevant online display advertising. The adverts were presented in two saliency conditions: static and animated. Eye movement data were used to differentiate task types in terms of cognitive load, and to construct an advert distraction measure. Pupil dilation data were used to measure children's cognitive load and fixation location data were used to measure attentional advert distraction. The results of the study showed that animated online adverts caused increases in both task-related cognitive load and advert-related fixations compared to static adverts. However, the results also showed that children's level of advert distraction differed between task types, such that advert distraction was higher during task types associated with lower cognitive load (reading for comprehension). The results are discussed in relation to existing cognitive load theory, as well as current media and communication research.}},
author = {{Holmberg, Nils}},
issn = {{1995-8692}},
keywords = {{eye-tracking}},
language = {{eng}},
month = {{12}},
note = {{Conference Abstract}},
number = {{6}},
pages = {{153--154}},
publisher = {{European Group for Eye Movement Research}},
series = {{Journal of Eye Movement Research}},
title = {{Children's attention management on commercial websites: Effects of task type and advert prominence}},
url = {{http://dx.doi.org/10.16910/jemr.10.6}},
doi = {{10.16910/jemr.10.6}},
volume = {{10}},
year = {{2017}},
}