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- Holmberg, Nils, et al.
(författare)
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Animated adverts impair children’s online reading and text comprehension
- 2015
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Ingår i: Journal of Eye Movement Research. - : University of Bern. - 1995-8692. ; 8:4, s. 98-98
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Konferensbidrag (refereegranskat)abstract
- In this study we examined the effects of animated adverts on children’s online reading. We conducted an eye-tracking experiment with authentic web pages to assess whether (1) advert animation primarily affects overt visual attention, or (2) animated adverts primarily affect text comprehension, or (3) both eye movements and comprehension are affected. 59 children in third grade (9-year-olds) participated in the study. The stimulus material con- sisted of 6 factual texts that were presented on a news website. Online banner adverts were presented in a column on the right side of the texts. The adverts were presented in two conditions: static and animated. After reading each text the children provided answers to multiple choice comprehension questions. The results showed that advert animation af- fected several text processing measures, such as fixation duration and regressive saccades. This effect was stronger among children with poor gaze control (as measured with an anti- saccade task). More importantly, however, the present study showed that animated adverts had a significant negative effect on children’s text comprehension. The study discusses how these findings could be used to regulate commercial content on children’s websites. Also, suggestions for using individual differences in eye movement measures to predict reading comprehension are explored.
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| 3. |
- Gidlöf, Kerstin, et al.
(författare)
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The use of eye-tracking and retrospective interviews to study teenagers' exposure to online advertising
- 2012
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Ingår i: Visual Communication. - : SAGE Publications. - 1470-3572 .- 1741-3214. ; 11:3, s. 329-345
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Tidskriftsartikel (refereegranskat)abstract
- This study investigated (1) potential exposure, (2) actual exposure, and (3) perceived exposure to online advertising in Swedish 15-year-olds. Eye movements of these teenagers were measured while they surfed on the internet for 15 minutes. The results show that the teenagers were potentially exposed to 132 advertisements during this time. The actual exposure was 10 per cent of all potential advertisements. A mixed effect model analysis indicates that position and size of advertisements are important factors influencing the teenagers’ visual attention to advertising, whereas subject gender did not have any significant effect. A retrospective interview based on previously recorded eye-tracking data revealed that there was a substantial difference between the teenagers’ actual and perceived exposure to advertisements, and that they were mainly unaware of their actual exposure. The retrospective interviews also showed that the subjects had difficulties in identifying the advertisements and advertised product, as well as the advertiser.
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| 10. |
- Holsanova, Jana, et al.
(författare)
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Method for tracking reflected reading and multimodal learning of pupils with various abilities
- 2012
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Ingår i: Proceedings of the Designs for Learning conference. - 9788799532803 ; , s. 92-94
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Konferensbidrag (refereegranskat)abstract
- We present a novel method for tracing reflected reading and multimodal learning, based on a combination of eye tracking and cued retrospective verbal protocols. With the help of this method, we can trace pupils’ problem solving, their integration of text, pictures and graphics, connect the process of reflected reading to the product (scores, learning outcomes) and uncover pupils' reading strategies.
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