Visuelles Orientierungsverhalten bei der Betrachtung von Internetseiten

Ollermann, Frank; Hamborg, Kai‐Christoph; Reinecke, Stefan

doi:10.1524/9783486598773.85

Cited by 3 publications

(7 citation statements)

References 8 publications

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“…H1a: As suggested by findings of Ollermann et al (2004) we expected increasing fixation durations over time while observing a web page as well as a decrease of saccade length. Longer saccades are necessary to extensively scan the web page in the initial phase of observation.…”

Section: Within Web Page Hypotheses (H1)mentioning

confidence: 70%

“…However, the type of webpage (e.g. news, web search engines, or shopping) was found to significantly affect viewing behavior (Ollermann, Hamborg and Reinecke, 2004;Pan, Hembrooke, Gay, Granka, Feusner & Newman, 2004), but research also showed that web users can form an impression of a Web site in as little as 50 milliseconds (Lindgaard, Fernandes, Dudek, & Brown, 2006) and that users even rapidly adapt to an unexpected screen layout (McCarthy, Sasse, & Riegelsberger, 2003).…”

Section: Introductionmentioning

confidence: 99%

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Time-Dependent Changes In Viewing Behavior On Similarly Structured Web Pages

Kaspar

Ollermann

Hamborg

2011

JEMR

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This article focuses on the impact of observation time and web page structure on viewing behavior. 63 subjects observed similarly structured pages of a popular commercial internet shop. Eye movements were recorded and analyzed regarding several saccade parameters, the individual fixation distribution by means of a progressive entropy approach, and the within- as well as between-subject congruency of fixation distributions. Our results show that viewing behavior significantly changed while subjects observed individual web pages. In contrast, we only found little evidence for a change in eye movements across web pages and hence for an attention-related schema building. In this context, we also provide an example of the impact of web page elements’ position on fixation probability.

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Section: Within Web Page Hypotheses (H1)mentioning

confidence: 70%

Section: Introductionmentioning

confidence: 99%

Time-Dependent Changes In Viewing Behavior On Similarly Structured Web Pages

Kaspar

Ollermann

Hamborg

2011

JEMR

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“…Whereas initial scanning and orientation might be the same in all content variations, fixations of text elements accumulate with longer website exposure (Ollermann et al, 2004). Between 10 and 20 s of website exposure, significant differences in percentage of time between the completely congruent and the incongruent website indicate a deeper processing of contextual information, but only when both visual and textual context information is congruent.…”

Section: Discussionmentioning

confidence: 99%

“…Merely computing mean values for both phases may lead to misinterpretation (Bente et al, 2007). For instance, analyzing navigation behaviors, Ollermann, Hambourg, and Reinecke (2004) differentiated between e-shops (e.g., Amazon.de), online magazines (e.g., Spiegel-online.de, a German news portal), and online newspapers (e.g., Faz.de, a German newspapers). They could show that elements of textual information are mostly viewed in online newspapers, whereas elements containing navigation information were viewed dominantly for e-shops.…”

Section: Visual Vs Textual Informationmentioning

confidence: 99%

Reintegrating the Ad

Rieger

Bartz

Bente

2015

Journal of Media Psychology

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Banner ads – often placed on the right-hand side of a website – are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner’s impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

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“…Phasen der Rezeption wie Orientierung, Scannen oder Lesen Ollermann, Hamborg, & Reinecke, 2004;Bucher & Schumacher, 2006) 5. von Prozessen der visuellen Wahrnehmung und kognitiven Informationsverarbeitung bei der Rezeption von komplexen visuellen bzw. hypertextuellen Angeboten (vgl.…”

Section: Der Zeitlichen Und Räumlichen Eigenschaften Funktional Unterunclassified

Eyetracking in der Kommunikations- und Medienwissenschaft: Theorie, Methode und kritische Reflexion

Geise¹

2011

SC|M

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Although eye tracking does not yet represent a standard instrument of communication and media science, it has been used more and more frequently in the last years as single method or in method combination. The fascination of the reconstruction of the human gaze is "eye catching": as an apparative, physiological, reception-accompanying observation method eye tracking captures the majority of the genuine eye movement and allows a description and analysis qualitatively as well as quantitatively. In this way, eye tracking provides a fairly accurate reference point, with regards to what content is foveally fixated by recipients during the visual perception process of the visual stimulus, with what intensity recipients visually turn towards the content or information, in what temporal and contextual order the observation happens and where no visual attention is attributed. In contrast, eye tracking alone provides no or only little potential for answering questions such as what content recipients perceive of the visual stimulus in the peripheral or para-foveal perception space, why or with what intention or motivation they turn towards the stimulus, what the recipients think or feel while observing the visual stimulus or what subsequent emotional or cognitive processes are attached to the perception of the respective visual detail.

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Visuelles Orientierungsverhalten bei der Betrachtung von Internetseiten

Cited by 3 publications

References 8 publications

Time-Dependent Changes In Viewing Behavior On Similarly Structured Web Pages

Time-Dependent Changes In Viewing Behavior On Similarly Structured Web Pages

Reintegrating the Ad

Eyetracking in der Kommunikations- und Medienwissenschaft: Theorie, Methode und kritische Reflexion

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