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

Author

Listed:
  • Rafal Michalski
  • Joanna Koszela-Kulinska

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.

Suggested Citation

  • Rafal Michalski & Joanna Koszela-Kulinska, 2020. "Eye-tracking examination of the anthropological race, gender and verbal-pictorial relative positions on ergonomics of visual information presentation," WORking papers in Management Science (WORMS) WORMS/20/10, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms2010
    DOI: 10.1007/978-3-030-20227-9_3
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_20_10.pdf
    File Function: Final version, 2020
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    File URL: https://libkey.io/10.1007/978-3-030-20227-9_3?utm_source=ideas
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    References listed on IDEAS

    as
    1. Joanna Koszela-Kulinska & Rafal Michalski, 2015. "The effects of the anthropological race, gender and location of verbal-pictorial stimuli on the usability of visual information conveyance," WORking papers in Management Science (WORMS) WORMS/15/01, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    2. Jerzy Grobelny & Rafal Michalski, 2017. "Applying hidden Markov models to visual activity analysis for simple digital control panel operations," WORking papers in Management Science (WORMS) WORMS/17/06, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Eye tracking; Subjective preferences; Display design; Brain lateralization; Digital signage; Visual information ergonomics; Pairwise comparisons;
    All these keywords.

    JEL classification:

    • C00 - Mathematical and Quantitative Methods - - General - - - General
    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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