Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State
When reading interesting content or searching for information on a website, the appearance of a pop-up advertisement in the middle of the screen is perceived as irritating by a recipient. Interrupted cognitive processes are considered unwanted by the user but desired by advertising providers. Divert...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-01-01
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| Series: | Sensors |
| Subjects: | |
| Online Access: | https://www.mdpi.com/1424-8220/22/2/547 |
| _version_ | 1797490560558170112 |
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| author | Anna Lewandowska Izabela Rejer Kamil Bortko Jarosław Jankowski |
| author_facet | Anna Lewandowska Izabela Rejer Kamil Bortko Jarosław Jankowski |
| author_sort | Anna Lewandowska |
| collection | DOAJ |
| description | When reading interesting content or searching for information on a website, the appearance of a pop-up advertisement in the middle of the screen is perceived as irritating by a recipient. Interrupted cognitive processes are considered unwanted by the user but desired by advertising providers. Diverting visual attention away from the main content is intended to focus the user on the appeared disruptive content. Is the attempt to reach the user by any means justified? In this study, we examined the impact of pop-up emotional content on user reactions. For this purpose, a cognitive experiment was designed where a text-reading task was interrupted by two types of affective pictures: positive and negative ones. To measure the changes in user reactions, an eye-tracker (for analysis of eye movements and changes in gaze points) and an iMotion Platform (for analysis of face muscles’ movements) were used. The results confirm the impact of the type of emotional content on users’ reactions during cognitive process interruptions and indicate that the negative impact of cognitive process interruptions on the user can be reduced. The negative content evoked lower cognitive load, narrower visual attention, and lower irritation compared to positive content. These results offer insight on how to provide more efficient Internet advertising. |
| first_indexed | 2024-03-10T00:33:46Z |
| format | Article |
| id | doaj.art-c41c12fb1da44ff893fa482613bc75f4 |
| institution | Directory Open Access Journal |
| issn | 1424-8220 |
| language | English |
| last_indexed | 2024-03-10T00:33:46Z |
| publishDate | 2022-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Sensors |
| spelling | doaj.art-c41c12fb1da44ff893fa482613bc75f42023-11-23T15:20:30ZengMDPI AGSensors1424-82202022-01-0122254710.3390/s22020547Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional StateAnna Lewandowska0Izabela Rejer1Kamil Bortko2Jarosław Jankowski3Computer Science and Information Technology, West Pomeranian University of Technology, 70-310 Szczecin, PolandComputer Science and Information Technology, West Pomeranian University of Technology, 70-310 Szczecin, PolandComputer Science and Information Technology, West Pomeranian University of Technology, 70-310 Szczecin, PolandComputer Science and Information Technology, West Pomeranian University of Technology, 70-310 Szczecin, PolandWhen reading interesting content or searching for information on a website, the appearance of a pop-up advertisement in the middle of the screen is perceived as irritating by a recipient. Interrupted cognitive processes are considered unwanted by the user but desired by advertising providers. Diverting visual attention away from the main content is intended to focus the user on the appeared disruptive content. Is the attempt to reach the user by any means justified? In this study, we examined the impact of pop-up emotional content on user reactions. For this purpose, a cognitive experiment was designed where a text-reading task was interrupted by two types of affective pictures: positive and negative ones. To measure the changes in user reactions, an eye-tracker (for analysis of eye movements and changes in gaze points) and an iMotion Platform (for analysis of face muscles’ movements) were used. The results confirm the impact of the type of emotional content on users’ reactions during cognitive process interruptions and indicate that the negative impact of cognitive process interruptions on the user can be reduced. The negative content evoked lower cognitive load, narrower visual attention, and lower irritation compared to positive content. These results offer insight on how to provide more efficient Internet advertising.https://www.mdpi.com/1424-8220/22/2/547affective picturesemotionseye-trackingface emotion recognitionadvertisements |
| spellingShingle | Anna Lewandowska Izabela Rejer Kamil Bortko Jarosław Jankowski Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State Sensors affective pictures emotions eye-tracking face emotion recognition advertisements |
| title | Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State |
| title_full | Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State |
| title_fullStr | Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State |
| title_full_unstemmed | Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State |
| title_short | Eye-Tracker Study of Influence of Affective Disruptive Content on User’s Visual Attention and Emotional State |
| title_sort | eye tracker study of influence of affective disruptive content on user s visual attention and emotional state |
| topic | affective pictures emotions eye-tracking face emotion recognition advertisements |
| url | https://www.mdpi.com/1424-8220/22/2/547 |
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