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首页> 外文会议>International conference on human-computer interaction;International conference on design, user experience and usability >Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
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Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style

机译：视线追踪性能和中位数思维方式预测的横幅广告评估

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The 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.
机译：当前的研究调查了中国文化是否根植于中位数思维方式，以及如何影响其对横幅广告的观看和评估。当参与者查看了具有不同信息复杂性的横幅广告时，记录了眼动追踪性能。高中位思考参与者的特点是灵活的感知处理风格。他们的眼动追踪性能表明，他们对横幅广告的信息复杂性做出了响应，并尝试在空间上集成低复杂度横幅广告的信息。较不努力（且更流畅）的眼动追踪性能与更积极的标语评估相关，并且这种关系是由中位数高思想者的经验流利来介导的。信息的复杂性也指导了眼睛的追踪。这些发现证明了眼动追踪技术在预测文化（和设计）相关因素对标语评估的影响方面的潜力。

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