How Different Presentation Modes of Graphical Icons Affect Viewers’ First Fixation and Attention

Lin, Hsiao-Yi; Lin, Wei; Tsai, Wang Chin; Hsieh, Yu Chen; Wu, Fang-Tzu

doi:10.1007/978-3-319-20681-3_21

Cited by 8 publications

(4 citation statements)

References 15 publications

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“…Consequently, when people need to cross a dividing line to process items on the bottom (or the right), they might mistakenly perceive it as a signal of "stop" and discontinue paying attention to these items. This possibility is echoed by a couple of prior findings that people generally tend to stop processing information when they sense a signal of "stop" (e.g., a border, or merely performing the acts of closure) (Burris & Branscombe, 2005;Gu et al, 2013;Hou et al, 2018;Lin et al, 2015).…”

Section: Dividing Line In Attentional Biasmentioning

confidence: 99%

“…Once they are conscious of the orientation, they would automatically locate their eyes' first fixation on the items on the top (or on the left), because the top-tobottom (or left-to-right) eye movement is more consistent with their reading or writing habits (Bulf et al, 2016;Lohse, 1997;Wedel & Pieters, 2008;Zhang et al, 2019). The areas where people's eyes first fixate (i.e., on the top or left), however, attract more attention than other areas (Lin et al, 2015;van der Laan et al, 2015). Consequently, people would first fixate on the top (or the left) and pay more attention to the items in that area when a dividing line is present but would process total items as a whole, and their eyes might first fixate anywhere depending on the visual salience of individual items when the dividing line is not available (Rayner, 1978(Rayner, , 2009Wedel & Pieters, 2008).…”

Section: Dividing Line In Attentional Biasmentioning

confidence: 99%

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The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

Ouyang

Jia

Guo

2022

Psychology and Marketing

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Many retailers use seemingly innocuous dividing lines to separate product alternatives on their websites or product catalogs. Although previous research on advertising design has focused on the impact of dividing lines on symbolic meanings or perceived categorization, the present research argues that, beyond symbolic or categorical functions, a dividing line can influence consumers' perceived quantity of the product alternatives displayed. Across 10 studies (including an eye-tracking study and three additional studies reported in the Supporting Information Appendix), our results show that consumers perceive a smaller number of products displayed on a page when these products are separated by a dividing line compared to when they are not. This effect occurs because the dividing line separates the products into top versus bottom (or left vs. right) segments, such that participants' visual attention is largely drawn to the top (or the left) where their eyes first fixate. Consequently, participants tend to estimate the total number of items based on the subset they pay attention to. In addition, the effect is attenuated when participants' attention is directly drawn to the segment they have previously neglected and can hold regardless of line orientation. Finally, it can have several marketing outcomes, such as higher willingness to buy and lower post-choice satisfaction.

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Section: Dividing Line In Attentional Biasmentioning

confidence: 99%

Section: Dividing Line In Attentional Biasmentioning

confidence: 99%

The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

Ouyang

Jia

Guo

2022

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Once they are aware of the orientation, they would automatically locate their first fixation to the left/top area ( Kaufman and Richards, 1969 ), because left-to-right (or top-to-bottom) eye movement is more consistent with their reading or writing habits ( Lohse, 1997 ; Bulf et al, 2016 ; Zhang et al, 2019 ). The locations where people’s eyes first fixate, however, attract more attention than other locations ( Lin et al, 2015 ). For examples, consumers tend to allocate more attention to the middle option that they first look at, than the right or the left options ( Atalay et al, 2012 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing

Ouyang

Jia

2022

Front. Psychol.

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Marketers often use a visual line to divide the product information on an advertisement into left-right (or top-bottom) segments for aesthetic or categorization purposes. The present research examined the effect of the dividing line on the consumer memory. Across three studies (including an eye-tracking study and a field one), we showed that the presence of a dividing line enhances consumers’ memory about the products displayed on the left/top of an advertisement. This effect occurs because the dividing line orients participants’ first eye fixation to the left/top area of the advertisement, such that their visual attention is largely restricted to that area and they could better remember the contents displayed on that area. The theoretical contributions and implications for marketers and consumers are discussed.

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“…Hence, a re-design process has been employed to homogenize the collected dataset. Analyzing the current state of the art related to icon design [57]- [59], one of the most effective representation of a 2D icon can be achieved using:…”

Section: A 2d Icon Designmentioning

confidence: 99%

An Augmented Reality System to Support Fault Visualization in Industrial Robotic Tasks

et al. 2019

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The digitalization is transforming the very nature of factories, from automated systems to intelligent ones. In this process, industrial robots play a key role. Even if repeatability, precision and velocity of the industrial manipulators enable reaching considerable production levels, factories are required to face an increasingly competitive market, which requires being able to dynamically adapt to different situations and conditions. Hence, facilities are moving toward systems that rely on the collaboration between humans and machines. Human workers should understand the behavior of the robots, placing trust in them to properly collaborate. If a fault occurs on a manipulator, its movements are suddenly stopped for security reasons, thus workers may not be able to understand what happened to the robot. Therefore, the operators' stress and anxiety may increase, compromising the human-robot collaborative scenario. This work fits in this context and it proposes an adaptive Augmented Reality system to display industrial robot faults by means of the Microsoft HoloLens device. Starting from the methodology employed to identify which virtual metaphors best evoke robot faults, an adaptive modality is presented to dynamically display the metaphors in positions close to the fault location, always visible from the user and not occluded by the manipulator. A comparison with a non adaptive modality is proposed to assess the effectiveness of the adaptive solution. Results show that the adaptive modality allows users to recognize faults faster and with fewer movements than the non adaptive one, thus overcoming the limitation of the narrow field-of-view of the HoloLens device.

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How Different Presentation Modes of Graphical Icons Affect Viewers’ First Fixation and Attention

Cited by 8 publications

References 15 publications

The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

The Presence of a Visual Dividing Line Increases Consumer Memory Through Attention Grabbing

An Augmented Reality System to Support Fault Visualization in Industrial Robotic Tasks

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