Eye-tracking examination of the anthropological race, gender and verbal-pictorial relative positions on ergonomics of visual information presentation

Rafał Michalski () and Joanna Koszela-Kulinska

No WORMS/20/10, WORking papers in Management Science (WORMS) from Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology

Abstract: Information on how to present visual content in an ergonomic way is crucial in various fields. The current study examines how the gender, race of a person, and picture-slogan relative location influence subjects’ perceived effectiveness about a social advertisement. Relative scores of 45 participants from Wrocław University of Science and Technology were measured by binary pairwise comparisons and formally analyzed by the loglinear model for frequency data. While making comparisons, subjects’ visual activity was recorded by an eye-tracking system. Mean fixation durations were comprehensively analyzed in the context of examined factors by a standard, five-way analysis of variance: Picture race (black, yellow, white) × Picture gender (man, woman) × Picture location (left, right) × Stimulus location (left, right) × Subject gender (male, female). Subjective results regarding perceived effectiveness of the advertisement variants were compared with objective fixation durations.

Keywords: Eye tracking; Subjective preferences; Display design; Brain lateralization; Digital signage; Visual information ergonomics; Pairwise comparisons (search for similar items in EconPapers)
JEL-codes: C00 D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37 (search for similar items in EconPapers)
Pages: 12 pages
Date: 2020-08-16
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Published in Michalski R., Koszela-Kulinska J. (2020). Eye-tracking examination of the anthropological race, gender and verbal-pictorial relative positions on ergonomics of visual information presentation. [in:] F. Rebelo & M. M. Soares (Ed.), Advances in Ergonomics in Design, LNCS, Springer, pp. 23–34. http://dx.doi.org/10.1007/978-3-030-20227-9_3

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https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_20_10.pdf Final version, 2020 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:ahh:wpaper:worms2010

DOI: 10.1007/978-3-030-20227-9_3

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