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Using Rapid Serial Visual Presentation to Measure Set-Specific Capture, a Consequence of Distraction While Multitasking

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Published on: August 29, 2018

Advert saliency distracts children's visual attention during task-oriented internet use.

Nils Holmberg¹, Helena Sandberg², Kenneth Holmqvist³

¹Department of Communication and Media, Lund University Lund, Sweden ; Lund University Humanities Lab, Lund University Lund, Sweden.

Frontiers in Psychology

|February 28, 2014

Summary

Visually salient online adverts significantly impact children's internet use by affecting their gaze behavior, not task accuracy. Children can partially compensate for these distractions during task completion.

Keywords:

children distraction internet use online advertising visual attention visual saliency

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Area of Science:

Cognitive Science
Media Research
Human-Computer Interaction

Background:

Online advertising is pervasive and increasingly visually complex.
Children's cognitive processes and susceptibility to distraction differ from adults.
Understanding the impact of visual saliency in digital environments on children is crucial.

Purpose of the Study:

To investigate how visually salient online advertisements affect children's task-oriented internet use.
To differentiate the effects of visual saliency on children's attentional behavior versus task performance.
To explore the influence of age and individual differences on children's responses to online adverts.

Main Methods:

An experimental study involving 9- and 12-year-old Swedish children.
Children completed tasks on a mockup website with varying online advert saliency conditions.
Measured task accuracy and visual processing (gaze behavior) to assess distraction effects.

Main Results:

Low-level visual features and task relevance in adverts had differential impacts on performance and process measures.
Task performance remained stable across different advert saliency conditions.
Children's gaze behavior was significantly affected by advert saliency, indicating attentional shifts.

Conclusions:

Visually salient online adverts cause cognitive and behavioral distraction in children's internet use.
Children demonstrate some ability to compensate for visual distractions when performing prospective memory tasks.
Findings highlight the need for interdisciplinary research in media and cognitive science regarding child-computer interaction.