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.
Proceedings of the 15th International Conference on Human-Computer Interaction, pp.129-138