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

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 diff

SUBMITTER: Holmberg N 

PROVIDER: S-EPMC3921552 | biostudies-literature | 2014

REPOSITORIES: biostudies-literature