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    TitleBanner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
    Year101
    Semester2
    Publish Date2013/06/01
    Journal NameBanner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
    All AuthorWang, Man-Ying, Tang, Da-Lun, Kao, Chih-Tung, & Sun, Vincent
    Unit淡江大學大眾傳播學系
    PublisherHeidelberg: Springer
    VolumeLecture Notes in Computer Science 8013, pp.129-138
    SummaryThe current study examined whether and how the Chinese culture rooted median thinking style may affect banner ad viewing and evaluation. Eye tracking performance was recorded as participants viewed banner ads of different information complexity. High median thinking participants were characterized by a flexible perceptual processing style. Their eye tracking performance showed that they responded to information complexity of the banner ads and attempted to integrate information spatially for low complexity banners. Less effortful (and more fluent) eye tracking performance was associated with more positive banner evaluation and the relationship was mediated by experienced fluency in high median thinkers. Information complexity also guided eye tracking. These findings demonstrated the potential of eye tracking measures in predicting effects of culture (and design) related factors on banner evaluation.
    Keywordbanner advertisements; eye tracking; median thinking; ZhongYong; information complexity
    Use LangEnglish
    ISSN(ISBN)0302-9743;1611-3349
    Journalnature國外
    Level,EI
    Reviewsystem是
    CountryDEU
    PublicationStyle電子版,紙本