Effects of online advertising on children's visual attention and task performance during free and

215 Pages·2016·8.47 MB·English

Effects of online advertising on children's visual attention and task performance
during free and goal-directed internet use
A media psychology approach to children's website interaction and advert distraction
Holmberg, Nils
DOI:
10.13140/RG.2.2.34031.64168
2016
Document Version:
Publisher's PDF, also known as Version of record
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Citation for published version (APA):
Holmberg, N. (2016). Effects of online advertising on children's visual attention and task performance during free
and goal-directed internet use: A media psychology approach to children's website interaction and advert
distraction. [Doctoral Thesis (compilation), Department of Communication and Media]. Lund University.
https://doi.org/10.13140/RG.2.2.34031.64168
Total number of authors:
1
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LUND UNIVERSITY
PO Box 117
221 00 Lund
[phone]
Download date: 16. Jan. 2023
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Faculty of Social Sciences 527 et u
Department of Communication and Media 530 se
ISBN 978-91-7753-052-7 7
7
ISSN 1104-4330 91
8
Lund Studies in Media and Communication 21 7 21
9

Effects of online advertising on children’s visual attention and task
performance during free and goal-directed internet use

Effects of online advertising on children’s visual
attention and task performance during free and
goal-directed internet use
A media psychology approach to
children’s website interaction and advert distraction
byNilsHolmberg
ThesisforthedegreeofDoctorofPhilosophy
Thesisadvisors: Assoc. Prof.HelenaSandberg,Prof.KennethHolmqvist
Facultyopponent: Assoc. Prof.JessicaTaylorPiotrowski
Tobepresented,withthepermissionoftheFacultyofSocialSciencesofLundUniversity,
forpubliccriticisminthePufendorfInstituteAuditorium(Hörsalen,Pufendorfinstitutet)
onFriday,the9thofDecember2016at10:15.
Organization Documentname
LUNDUNIVERSITY DOCTORALDISSERTATION
DepartmentofCommunicationandMedia Dateofdisputation
Box117 2016-12-09
SE–22100LUND Sponsoringorganization
Sweden TheCrafoordFoundation
TheSwedishResearchCouncil
Author(s)
NilsHolmberg
Titleandsubtitle
Effectsofonlineadvertisingonchildren’svisualattentionandtaskperformanceduringfreeandgoal-directed
internetuse:Amediapsychologyapproachtochildren’swebsiteinteractionandadvertdistraction
Abstract
Thisdissertationconsistsoffoureye-trackingstudiesthatinvestigatehowsalientonlineadvertisingandchildren’s
levelofexecutivefunctioncontributestotheiradvertdistraction. InStudy1,childrenaged9wereinstructedto
surffreelyontheinternetwhilealladvertmaterialappearingon-screenwasregistered. Theanalysesexamined
howperceptualprominenceineachonlineadvertwasrelatedtochildren’svisualattention.InStudy2,amock-up
advergamewebsitewasdesignedwithcontrolledadvertconditions,andchildrenaged9and12wereinstructed
tosolveanumberofin-gametasks. Thisstudyinvestigatedthecombinedeffectsofperceptualprominence(e.g.
abruptonset)andcontentrelevance(e.g.personalizedcontent)onchildren’sadvertdistraction.Theresultsofthe
firsttwostudiesshowedsignificantpositiveeffectsofadvertsaliencyonchildren’svisualattention. Duetothe
task-orientedresearchdesignusedinthesecondstudy,itwaspossibletointerprettheseeffectsonvisualattention
intermsofadvertdistraction.Bothstudiesshowedthathigherlevelsofinhibitorycontrolinchildrensignificantly
decreasedtheeffectsofadvertsaliencyonvisualattentionandadvertdistraction.
1 Thefollowingtwostudies,investigatedhowadvertanimationaffectedchildren’sonlinereadingcomprehension
2
1 andinformationsearchoncommercialwebsites.InStudy3,childrenaged9werepresentedwithfactualtextsthat
4
1 theywereinstructedtoreadinordertoanswercomprehensionquestions.Eachtextwaspresentedonawebpage
6
SIS whichalsofeaturedstaticoranimatedonlineadverts. InStudy4,childrenaged9wereinstructedtosolvetwo
nl onlinetasktypesfeaturingconcurrentonlineadvertising: readingandinformationsearch. Theresultsofthese
e
AD studiesshowedthatanimatedonlineadvertisinghadsignificantnegativeeffectsonchildren’staskperformance.
BL Inthethirdstudy,itwasfoundthatanimatedadvertshadanegativeeffectonchildren’sreadingcomprehension,
A
AT andthatthisnegativeeffectwasstrongeramongchildrenwithlowlevelsofinhibitorycontrol.Thefourthstudy
D
NT foundthatadvertanimationhadasignificantpositiveeffectonchildren’scognitiveloadacrosstasktypes.Taken
ME together,thisdissertationprojecthasstudiedchildren’sonlineadvertdistractioninawiderangeofrealisticinternet
U
OK usagesituations.
D
Keywords
onlineadvertising,children,websiteinteraction,visualattention,distraction,cognitiveload,eye-tracking,task-
orientation,mediaeffects,visualsaliency,executivefunctions,medialiteracy,inhibitorycontrol
Classificationsystemand/orindexterms(ifany)
Supplementarybibliographicalinformation Language
English
ISSNandkeytitle ISBN
1104-4330LundStudiesinMediaandCommunication21 978-91-7753-052-7(print)
978-91-7753-053-4(pdf)
Recipient’snotes Numberofpages Price
210
Securityclassification
I,theundersigned,beingthecopyrightowneroftheabstractoftheabove-mentioneddissertation,herebygrantto
allreferencesourcesthepermissiontopublishanddisseminatetheabstractoftheabove-mentioneddissertation.
Signature Date 2016-11-10
Effects of online advertising on children’s visual
attention and task performance during free and
goal-directed internet use
A media psychology approach to
children’s website interaction and advert distraction
byNilsHolmberg
ThesisforthedegreeofDoctorofPhilosophy
Thesisadvisors: Assoc. Prof.HelenaSandberg,Prof.KennethHolmqvist
Facultyopponent: Assoc. Prof.JessicaTaylorPiotrowski
Tobepresented,withthepermissionoftheFacultyofSocialSciencesofLundUniversity,
forpubliccriticisminthePufendorfInstituteAuditorium(Hörsalen,Pufendorfinstitutet)
onFriday,the9thofDecember2016at10:15.
A doctoral thesis at a university in Sweden takes either the form of a single, cohesive re-
searchstudy(monograph)orasummaryofresearchpapers(compilationthesis),whichthe
doctoralstudenthaswrittenaloneortogetherwithoneorseveralotherauthor(s).
Inthelattercasethethesisconsistsoftwoparts. Anintroductorytextputstheresearchwork
intocontextandsummarizesthemainpointsofthepapers. Then,theresearchpublications
themselves are reproduced, together with a description of the individual contributions of
theauthors. Theresearchpapersmayeitherhavebeenalreadypublishedoraremanuscripts
atvariousstages(inpress,submitted,orindraft).
Coverillustrationfront: Detailofonlineadvert(Paperiii).
Coverillustrationback: PhotoofNilsHolmberg(Credits: MajaPetersson).
Funding information: The research presented in this thesis was funded by the Crafoord Found-
ation(20100899)andtheSwedishResearchCouncil(421-2010-1982).
© NilsHolmberg2016
FacultyofSocialSciences,DepartmentofCommunicationandMedia
isbn: 978-91-7753-052-7(print)
isbn: 978-91-7753-053-4(pdf)
issn: 1104-4330LundStudiesinMediaandCommunication21
PrintedinSwedenbyMedia-Tryck,LundUniversity,Lund2016
Dedicated to Rosemarie