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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/90187


    Title: Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
    Authors: 唐大崙
    Contributors: 淡江大學大眾傳播學系
    Keywords: banner advertisements;eye tracking;median thinking;ZhongYong;information complexity
    Date: 2013-07-21
    Issue Date: 2013-06-02 23:08:17 (UTC+8)
    Publisher: Springer-Verlag Berlin Heidelberg
    Abstract: 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.
    Relation: Proceedings of the 15th International Conference on Human-Computer Interaction, pp.129-€“138
    Appears in Collections:[大眾傳播學系暨研究所] 會議論文

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