Javascript är avstängt eller blockerat i din webbläsare. Detta kan leda till att vissa delar av vår webbplats inte fungerar som de ska. Sätt på javascript för optimal funktionalitet och utseende.

Webbläsaren som du använder stöds inte av denna webbplats. Alla versioner av Internet Explorer stöds inte längre, av oss eller Microsoft (läs mer här: * https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Var god och använd en modern webbläsare för att ta del av denna webbplats, som t.ex. nyaste versioner av Edge, Chrome, Firefox eller Safari osv.

nils holmberg

Nils Holmberg

Universitetslektor

nils holmberg

Children's attention management on commercial websites: Effects of task type and advert prominence

Författare

  • Nils Holmberg

Summary, in English

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.

Avdelning/ar

  • Institutionen för strategisk kommunikation

Publiceringsår

2017-12-23

Språk

Engelska

Sidor

153-154

Publikation/Tidskrift/Serie

Journal of Eye Movement Research

Volym

10

Issue

6

Dokumenttyp

Konferensbidrag: abstract

Förlag

European Group for Eye Movement Research

Ämne

  • Applied Psychology

Nyckelord

  • eye-tracking

Conference name

19th European Conference on Eye Movements

Conference date

2017-08-20 - 2017-08-24

Conference place

Wuppertal, Germany

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1995-8692