Dataset Information

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 different effects on performance measures and process measures respectively. Whereas task performance is stable with regard to several advert saliency conditions, a marked effect is seen on children's gaze behavior. On the other hand, task performance is shown to be more sensitive to individual differences such as age, gender and level of gaze control. The results provide evidence about cognitive and behavioral distraction effects in children's task-oriented internet use caused by visual saliency in online adverts. The experiment suggests that children to some extent are able to compensate for behavioral effects caused by distracting visual stimuli when solving prospective memory tasks. Suggestions are given for further research into the interdiciplinary area between media research and cognitive science.

SUBMITTER: Holmberg N

PROVIDER: S-EPMC3921552 | biostudies-literature | 2014

REPOSITORIES: biostudies-literature

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

Holmberg Nils N Sandberg Helena H Holmqvist Kenneth K

Frontiers in psychology 20140212

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 ...[more]

PMID: 24575057

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Project description:BackgroundDuring visual exploration or free-view, gaze positioning is largely determined by the tendency to maximize visual saliency: more salient locations are more likely to be fixated. However, when visual input is completely irrelevant for performance, such as with non-visual tasks, this saliency maximization strategy may be less advantageous and potentially even disruptive for task-performance. Here, we examined whether visual saliency remains a strong driving force in determining gaze positions even in non-visual tasks. We tested three alternative hypotheses: a) That saliency is disadvantageous for non-visual tasks and therefore gaze would tend to shift away from it and towards non-salient locations; b) That saliency is irrelevant during non-visual tasks and therefore gaze would not be directed towards it but also not away-from it; c) That saliency maximization is a strong behavioral drive that would prevail even during non-visual tasks.MethodsGaze position was monitored as participants performed visual or non-visual tasks while they were presented with complex or simple images. The effect of attentional demands was examined by comparing an easy non-visual task with a more difficult one.ResultsExploratory behavior was evident, regardless of task difficulty, even when the task was non-visual and the visual input was entirely irrelevant. The observed exploratory behaviors included a strong tendency to fixate salient locations, central fixation bias and a gradual reduction in saliency for later fixations. These exploratory behaviors were spatially similar to those of an explicit visual exploration task but they were, nevertheless, attenuated. Temporal differences were also found: in the non-visual task there were longer fixations and later first fixations than in the visual task, reflecting slower visual sampling in this task.ConclusionWe conclude that in the presence of a rich visual environment, visual exploration is evident even when there is no explicit instruction to explore. Compared to visually motivated tasks, exploration in non-visual tasks follows similar selection mechanisms, but occurs at a lower rate. This is consistent with the view that the non-visual task is the equivalent of a dual-task: it combines the instructed task with an uninstructed, perhaps even mandatory, exploratory behavior.

Project description:Older adults show higher dual task performance decrements than younger adults. While this is assumed to be related to attentional capacity reductions, the precise affected functions are not specified. Such specification is, however, possible based on the "theory of visual attention" (TVA) which allows for modeling of distinct attentional capacity parameters. Furthermore, it is unclear whether older adults show qualitatively different attentional effects or whether they show the same effects as younger adults experience under more challenging conditions. By varying the complexity of the secondary task, it is possible to address this question. In our study, participants performed a verbal whole report of briefly presented letter arrays. TVA-based fitting of report performance delivered parameters of visual threshold t0, processing speed C, and visual short-term memory (VSTM) storage capacity K. Furthermore, participants performed a concurrent motor task consisting of continuous tapping of a (simple or complex) sequence. Both TVA and tapping tasks were performed under single and dual task conditions. Two groups of 30 younger adults each performed either the simple or complex tapping, and a group of 30 older adults performed the simple tapping condition. In older participants, VSTM storage capacity declined under dual task conditions. While no such effect was found in younger subjects performing the simple tapping sequence under dual task conditions, the younger group performing the complex tapping task under dual task conditions also showed a significant VSTM capacity reduction. Generally, no significant effect on other TVA parameters or on tapping accuracy was found. Comparable goodness-of-fit measures were obtained for the TVA modeling data in single and dual tasks, indicating that tasks were executed in a qualitatively similar, continuous manner, although quantitatively less efficiently under dual- compared to single-task conditions. Taken together, our results show that the age-specific effects of motor-cognitive dual task interference are reflected by a stronger decline of VSTM storage capacity. They support an interpretation of VSTM as central attentional capacity, which is shared across visual uptake and concurrent motor performance. Capacity limits are reached earlier, and already under lower motor task complexity, in older compared to younger adults.

Dataset Information

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

Publications

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

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