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.
Lecture Notes in Computer Science 8013, pp.129-138