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    Seminar TitleBanner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
    Year101
    Semester2
    Meeting Start Date2013-07-21
    Seminar NameBanner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
    Seminar Name Other
    All Author唐大崙
    The Unit Of The Conference淡江大學大眾傳播學系
    PublisherSpringer-Verlag Berlin Heidelberg
    Meeting Name
    Meeting Place
    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
    Level,EI
    Nature Of The Meeting國際
    On-campus Seminar Location
    Seminar Time
    Corresponding AuthorŽmywang@scu.edu.tw
    Country
    Open Call for PapersY
    Publication style
    ProvenanceProceedings of the 15th International Conference on Human-Computer Interaction, pp.129-€“138