Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style

Wang, Man-Ying; Tang, Da-Lung; Kao, Chih-Tung; Sun, Vincent

doi:10.1007/978-3-642-39241-2_16

Cited by 10 publications

(13 citation statements)

References 13 publications

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“…On that basis, researchers began to focus on the basic meaning of zhongyong thinking and investigate the relationship between zhongyong thinking or tendency and behavior. The results converge to show that high zhongyong thinkers tend to adopt a more holistic and flexible cognitive processing strategy to interact with the external world (Chang & Yang, 2014; Wang, Tang, Kao, & Sun, 2013). For example, Wang et al (2013) adopted the ZhongYong Belief‐Value Scale (Huang, Lin, & Yang, 2012) to evaluate the propensity for zhongyong thinking and examined whether the zhongyong thinking style might affect the viewing of banner ads.…”

Section: Introductionmentioning

confidence: 55%

The Effects of Zhongyong Thinking Priming on Creative Problem‐Solving

Zhou

Zhang

Ming-zhu

et al. 2020

Journal of Creative Behavior

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Zhongyong thinking is a common approach adopted by Chinese people to solve problems encountered in life and work. Based on the four modes of zhongyong thinking proposed by Pang (Social Sciences in China, 1, 1980, 75), this study chooses the “neither A nor B” form, which represents the “mean” (中) characteristics of zhongyong thinking, called eclectic thinking, and the “both A and B” form, which reflects the “harmony” (和) feature, called integrated thinking. This study primed eclectic thinking and integrated thinking, respectively, through self‐compiled problem situations, and 150 college students and postgraduates students were the participants. Experiment 1 explored the role of the priming of zhongyong thinking in three classic creative thinking tasks: a divergent thinking test, remote association test, and insight problem‐solving test. Experiment 2 further examined the effect of priming of zhongyong thinking on “market investment problems” with higher ecological validity. The findings show that priming integrated thinking can improve remote associates test performance and promote creative solutions to market investment problems, but there is no significant impact on the scores of divergent thinking test and insight problem‐solving; priming eclectic thinking has no significant impact on any of the subsequent creative tasks. This study shows that integrated thinking primes cognitive processing related to information association and information integration, promoting subsequent creative tasks.

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Section: Introductionmentioning

confidence: 55%

The Effects of Zhongyong Thinking Priming on Creative Problem‐Solving

Zhou

Zhang

Ming-zhu

et al. 2020

Journal of Creative Behavior

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“…In regard to middle-way thinking, or Zhong-Yong, Chinese culture has long regarded middle-way thinking as one of the most important meta-cognitive factors that regulate one's emotions and attitudes (Ji et al, 2010 ; Yang, 2010 ). People who have a strong Zhong-Yong tendency can be characterized by their global and flexible cognitive processing styles (Wang et al, 2013 ; Huang et al, in press ). In addition, a recent study showed that Zhong-Yong can moderate the relationship between perceived creativity and innovation behavior in Chinese companies (Yao et al, 2010 ).…”

Section: Discussionmentioning

confidence: 99%

“…The present study adopted both parametric (LBA model) and non-parametric (SFT) mathematical modeling approaches to study individual differences in perceptual processing capacity, and both levels of analyses showed similar patterns of results. Compared to previous research that tested mean reaction time by aggregating the data of each group (Wang et al, 2013 ; Huang et al, in press ), this study considered the reaction time distribution and inferred the information processing characteristics individually. In addition, SFT and the LBA model have compensatory advantages in analyzing reaction time distributions (Eidels et al, 2010 ).…”

Section: Discussionmentioning

confidence: 99%

“…These results also imply that Zhong-Yong, served as an emotional regulator, affected an individual's cognitive processing strategy; this emotion regulation mechanism has not been reported in the previous models of emotion. In another study, Wang et al ( 2013 ) examined how Zhong-Yong tendency is correlated with behavioral aspects of viewing banner ads. Participants were presented with banner ads of different levels of information complexity.…”

Section: Introductionmentioning

confidence: 99%

“…In addition, high middle-way thinkers started to fixate on the banner ads of lower complexity at earlier time points. Wang et al ( 2013 ) interpreted these findings as evidence that high middle-way thinkers were more efficient and flexible in switching from global processing (e.g., processing banner ads' gist) to local processing (e.g., processing banner ads' details).…”

Section: Introductionmentioning

confidence: 99%

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Individual differences in Zhong-Yong tendency and processing capacity

Chang¹,

Yang²

2014

Front. Psychol.

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The present study investigated how an individual's Zhong-Yong tendency is related to his/her perceptual processing capacity. In two experiments, participants completed a Zhong-Yong Thinking Style Scale and performed a redundant-target detection task. Processing capacity was assessed with a non-parametric approach (systems factorial technology, SFT) and a parametric (linear ballistic accumulator model, LBA) approach. Results converged to suggest a positive correlation between Zhong-Yong tendency and processing capacity. High middle-way thinkers had larger processing capacity in multiple-signal processing compared with low middle-way thinkers, indicating that they processed information more efficiently and in an integrated fashion. Zhong-Yong tendency positively correlates with the processing capacity. These findings suggest that the individual differences in processing capacity can account for the reasons why high middle-way thinkers tend to adopt a global and flexible processing strategy to deal with the external world. Furthermore, the influence of culturally dictated thinking style on cognition can be revealed in a perception task.

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A Review of Empirical Intercultural Usability Studies

Böhm

Wolff

2014

Lecture Notes in Computer Science

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Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style

Cited by 10 publications

References 13 publications

The Effects of Zhongyong Thinking Priming on Creative Problem‐Solving

The Effects of Zhongyong Thinking Priming on Creative Problem‐Solving

Individual differences in Zhong-Yong tendency and processing capacity

A Review of Empirical Intercultural Usability Studies

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