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Advert saliency distracts children's visual attention during task-oriented internet use.

Holmberg N, Sandberg H, Holmqvist K - Front Psychol (2014)

Bottom Line: The results provide evidence about cognitive and behavioral distraction effects in children's task-oriented internet use caused by visual saliency in online adverts.The experiment suggests that children to some extent are able to compensate for behavioral effects caused by distracting visual stimuli when solving prospective memory tasks.Suggestions are given for further research into the interdiciplinary area between media research and cognitive science.

View Article: PubMed Central - PubMed

Affiliation: Department of Communication and Media, Lund University Lund, Sweden ; Lund University Humanities Lab, Lund University Lund, Sweden.

ABSTRACT
The general research question of the present study was to assess the impact of visually salient online adverts on children's task-oriented internet use. In order to answer this question, an experimental study was constructed in which 9- and 12-year-old Swedish children were asked to solve a number of tasks while interacting with a mockup website. In each trial, web adverts in several saliency conditions were presented. By both measuring children's task accuracy, as well as the visual processing involved in solving these tasks, this study allows us to infer how two types of visual saliency affect children's attentional behavior, and whether such behavioral effects also impacts their task performance. Analyses show that low-level visual features and task relevance in online adverts have different effects on performance measures and process measures respectively. Whereas task performance is stable with regard to several advert saliency conditions, a marked effect is seen on children's gaze behavior. On the other hand, task performance is shown to be more sensitive to individual differences such as age, gender and level of gaze control. The results provide evidence about cognitive and behavioral distraction effects in children's task-oriented internet use caused by visual saliency in online adverts. The experiment suggests that children to some extent are able to compensate for behavioral effects caused by distracting visual stimuli when solving prospective memory tasks. Suggestions are given for further research into the interdiciplinary area between media research and cognitive science.

No MeSH data available.


Related in: MedlinePlus

Children's age and gender plotted against trial accuracy (left) and trial duration (right).
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Figure 3: Children's age and gender plotted against trial accuracy (left) and trial duration (right).

Mentions: Task performance was measured as two product measures, trial accuracy (whether the task was answered correctly or not) and trial duration (the time taken to provide a solution to the tasks). All 36 trials contained valid performance data for all 45 participants. The overall trial accuracy was high (95.9% correct), but there was significant differences between 9-year-olds (93.4%) and 12-year-olds (97.6%), as well as between boys (95.1%) and girls (96.6%). Looking at trial duration, the average time to complete a task was just over 10 s (11558 ms). There was no significant difference in trial duration depending on age, but girls were about one second faster than boys on average. Trial number had a significant negative effect on trial duration, but no effect on trial accuracy, meaning that the children became faster to solve tasks toward the end of the experiment. Figure 3 shows the effect of children's age and gender on task performance.


Advert saliency distracts children's visual attention during task-oriented internet use.

Holmberg N, Sandberg H, Holmqvist K - Front Psychol (2014)

Children's age and gender plotted against trial accuracy (left) and trial duration (right).
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC3921552&req=5

Figure 3: Children's age and gender plotted against trial accuracy (left) and trial duration (right).
Mentions: Task performance was measured as two product measures, trial accuracy (whether the task was answered correctly or not) and trial duration (the time taken to provide a solution to the tasks). All 36 trials contained valid performance data for all 45 participants. The overall trial accuracy was high (95.9% correct), but there was significant differences between 9-year-olds (93.4%) and 12-year-olds (97.6%), as well as between boys (95.1%) and girls (96.6%). Looking at trial duration, the average time to complete a task was just over 10 s (11558 ms). There was no significant difference in trial duration depending on age, but girls were about one second faster than boys on average. Trial number had a significant negative effect on trial duration, but no effect on trial accuracy, meaning that the children became faster to solve tasks toward the end of the experiment. Figure 3 shows the effect of children's age and gender on task performance.

Bottom Line: The results provide evidence about cognitive and behavioral distraction effects in children's task-oriented internet use caused by visual saliency in online adverts.The experiment suggests that children to some extent are able to compensate for behavioral effects caused by distracting visual stimuli when solving prospective memory tasks.Suggestions are given for further research into the interdiciplinary area between media research and cognitive science.

View Article: PubMed Central - PubMed

Affiliation: Department of Communication and Media, Lund University Lund, Sweden ; Lund University Humanities Lab, Lund University Lund, Sweden.

ABSTRACT
The general research question of the present study was to assess the impact of visually salient online adverts on children's task-oriented internet use. In order to answer this question, an experimental study was constructed in which 9- and 12-year-old Swedish children were asked to solve a number of tasks while interacting with a mockup website. In each trial, web adverts in several saliency conditions were presented. By both measuring children's task accuracy, as well as the visual processing involved in solving these tasks, this study allows us to infer how two types of visual saliency affect children's attentional behavior, and whether such behavioral effects also impacts their task performance. Analyses show that low-level visual features and task relevance in online adverts have different effects on performance measures and process measures respectively. Whereas task performance is stable with regard to several advert saliency conditions, a marked effect is seen on children's gaze behavior. On the other hand, task performance is shown to be more sensitive to individual differences such as age, gender and level of gaze control. The results provide evidence about cognitive and behavioral distraction effects in children's task-oriented internet use caused by visual saliency in online adverts. The experiment suggests that children to some extent are able to compensate for behavioral effects caused by distracting visual stimuli when solving prospective memory tasks. Suggestions are given for further research into the interdiciplinary area between media research and cognitive science.

No MeSH data available.


Related in: MedlinePlus