Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory
Purpose The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR). Design/methodology/approach Using an eye...
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| Veröffentlicht in: | The Journal of consumer marketing 2017-01, Vol.34 (1), p.1-10 |
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| container_title | The Journal of consumer marketing |
| container_volume | 34 |
| creator | Hernandez, Monica D. Wang, Yong Sheng, Hong Kalliny, Morris Minor, Michael |
| description | Purpose
The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR).
Design/methodology/approach
Using an eye-tracking approach combined with traditional verbal measures, the authors compared attention and memory measures from a sample composed of bidirectional (Arab/English) readers and unidirectional readers.
Findings
The findings reveal that unidirectional and bidirectional readers differ in attention patterns. Compared to bidirectional readers, unidirectional readers pay less attention to the logo on the bottom right corner of the webpage based on verbal measures. The eye-tracking data of the two groups further identify differences based on total hits and duration time. Unidirectional LTR readers demonstrate higher fluency in feature-based attention whereas bidirectional readers show higher fluency in spatial attention.
Originality/value
The authors expand on scarce research on reading direction bias effect on location-driven stimuli placement in online settings. They contribute to the understanding of the differences between unidirectional and bidirectional readers in their cognitive responses (attention and memory) to organization of marketing stimuli. |
| doi_str_mv | 10.1108/JCM-02-2016-1710 |
| format | Article |
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The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR).
Design/methodology/approach
Using an eye-tracking approach combined with traditional verbal measures, the authors compared attention and memory measures from a sample composed of bidirectional (Arab/English) readers and unidirectional readers.
Findings
The findings reveal that unidirectional and bidirectional readers differ in attention patterns. Compared to bidirectional readers, unidirectional readers pay less attention to the logo on the bottom right corner of the webpage based on verbal measures. The eye-tracking data of the two groups further identify differences based on total hits and duration time. Unidirectional LTR readers demonstrate higher fluency in feature-based attention whereas bidirectional readers show higher fluency in spatial attention.
Originality/value
The authors expand on scarce research on reading direction bias effect on location-driven stimuli placement in online settings. They contribute to the understanding of the differences between unidirectional and bidirectional readers in their cognitive responses (attention and memory) to organization of marketing stimuli.</description><identifier>ISSN: 0736-3761</identifier><identifier>EISSN: 2052-1200</identifier><identifier>DOI: 10.1108/JCM-02-2016-1710</identifier><language>eng</language><publisher>Santa Barbara: Emerald Group Publishing Limited</publisher><subject>Academic marketing ; Advertising ; Audiences ; Bias ; Consumers ; Eye movements ; Influence ; Information processing ; Internet ; Language ; Logos ; Memory ; Preferences ; Reading ; Social networks ; Writing systems</subject><ispartof>The Journal of consumer marketing, 2017-01, Vol.34 (1), p.1-10</ispartof><rights>Emerald Publishing Limited</rights><rights>Emerald Publishing Limited 2017</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c342t-bbaddaf6b04cf024018f09511a26687da58ab4e9c8dd42558ab8fece75eedd343</citedby><cites>FETCH-LOGICAL-c342t-bbaddaf6b04cf024018f09511a26687da58ab4e9c8dd42558ab8fece75eedd343</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktohtml>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/JCM-02-2016-1710/full/html$$EHTML$$P50$$Gemerald$$H</linktohtml><link.rule.ids>314,780,784,967,11635,27924,27925,52689</link.rule.ids></links><search><creatorcontrib>Hernandez, Monica D.</creatorcontrib><creatorcontrib>Wang, Yong</creatorcontrib><creatorcontrib>Sheng, Hong</creatorcontrib><creatorcontrib>Kalliny, Morris</creatorcontrib><creatorcontrib>Minor, Michael</creatorcontrib><title>Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory</title><title>The Journal of consumer marketing</title><description>Purpose
The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR).
Design/methodology/approach
Using an eye-tracking approach combined with traditional verbal measures, the authors compared attention and memory measures from a sample composed of bidirectional (Arab/English) readers and unidirectional readers.
Findings
The findings reveal that unidirectional and bidirectional readers differ in attention patterns. Compared to bidirectional readers, unidirectional readers pay less attention to the logo on the bottom right corner of the webpage based on verbal measures. The eye-tracking data of the two groups further identify differences based on total hits and duration time. Unidirectional LTR readers demonstrate higher fluency in feature-based attention whereas bidirectional readers show higher fluency in spatial attention.
Originality/value
The authors expand on scarce research on reading direction bias effect on location-driven stimuli placement in online settings. They contribute to the understanding of the differences between unidirectional and bidirectional readers in their cognitive responses (attention and memory) to organization of marketing stimuli.</description><subject>Academic marketing</subject><subject>Advertising</subject><subject>Audiences</subject><subject>Bias</subject><subject>Consumers</subject><subject>Eye movements</subject><subject>Influence</subject><subject>Information processing</subject><subject>Internet</subject><subject>Language</subject><subject>Logos</subject><subject>Memory</subject><subject>Preferences</subject><subject>Reading</subject><subject>Social networks</subject><subject>Writing systems</subject><issn>0736-3761</issn><issn>2052-1200</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2017</creationdate><recordtype>article</recordtype><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><sourceid>GUQSH</sourceid><sourceid>M2O</sourceid><recordid>eNptkb1PwzAQxS0EEqWwM1piNj3b-ZxQVZUvFbHAbDn2maY0TnGcIf89CWVBYjq9u_fupN8Rcs3hlnMoFs-rFwaCCeAZ4zmHEzITkArGBcApmUEuMybzjJ-Ti67bAUBSinJGduvO6EPtP2jcIjVt8Bho66hFHbd3dOkpDshi0OZzMnWxt8M0D6jt1LB1QBPr1tPau32P3iAdhY4R_U9be0sbbNowXJIzp_cdXv3WOXm_X7-tHtnm9eFptdwwIxMRWVVpa7XLKkiMA5EALxyUKedaZFmRW50WukqwNIW1iUgnVTg0mKeI1spEzsnNce8htF89dlHt2j748aTiRZaAzItSji44ukxouy6gU4dQNzoMioOaiKqRqAKhJqJqIjpGFscINhj03v6X-PMD-Q3X_Hh0</recordid><startdate>20170101</startdate><enddate>20170101</enddate><creator>Hernandez, Monica D.</creator><creator>Wang, Yong</creator><creator>Sheng, Hong</creator><creator>Kalliny, Morris</creator><creator>Minor, Michael</creator><general>Emerald Group Publishing Limited</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>8FI</scope><scope>AFKRA</scope><scope>ANIOZ</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M1F</scope><scope>M2M</scope><scope>M2O</scope><scope>MBDVC</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PSYQQ</scope><scope>Q9U</scope></search><sort><creationdate>20170101</creationdate><title>Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory</title><author>Hernandez, Monica D. ; Wang, Yong ; Sheng, Hong ; Kalliny, Morris ; Minor, Michael</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c342t-bbaddaf6b04cf024018f09511a26687da58ab4e9c8dd42558ab8fece75eedd343</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2017</creationdate><topic>Academic marketing</topic><topic>Advertising</topic><topic>Audiences</topic><topic>Bias</topic><topic>Consumers</topic><topic>Eye movements</topic><topic>Influence</topic><topic>Information processing</topic><topic>Internet</topic><topic>Language</topic><topic>Logos</topic><topic>Memory</topic><topic>Preferences</topic><topic>Reading</topic><topic>Social networks</topic><topic>Writing systems</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Hernandez, Monica D.</creatorcontrib><creatorcontrib>Wang, Yong</creatorcontrib><creatorcontrib>Sheng, Hong</creatorcontrib><creatorcontrib>Kalliny, Morris</creatorcontrib><creatorcontrib>Minor, Michael</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Access via ABI/INFORM (ProQuest)</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>Hospital Premium Collection</collection><collection>ProQuest Central UK/Ireland</collection><collection>Accounting, Tax & Banking Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>Banking Information Database</collection><collection>Psychology Database</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>ProQuest One Business</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest One Psychology</collection><collection>ProQuest Central Basic</collection><jtitle>The Journal of consumer marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Hernandez, Monica D.</au><au>Wang, Yong</au><au>Sheng, Hong</au><au>Kalliny, Morris</au><au>Minor, Michael</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory</atitle><jtitle>The Journal of consumer marketing</jtitle><date>2017-01-01</date><risdate>2017</risdate><volume>34</volume><issue>1</issue><spage>1</spage><epage>10</epage><pages>1-10</pages><issn>0736-3761</issn><eissn>2052-1200</eissn><abstract>Purpose
The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR).
Design/methodology/approach
Using an eye-tracking approach combined with traditional verbal measures, the authors compared attention and memory measures from a sample composed of bidirectional (Arab/English) readers and unidirectional readers.
Findings
The findings reveal that unidirectional and bidirectional readers differ in attention patterns. Compared to bidirectional readers, unidirectional readers pay less attention to the logo on the bottom right corner of the webpage based on verbal measures. The eye-tracking data of the two groups further identify differences based on total hits and duration time. Unidirectional LTR readers demonstrate higher fluency in feature-based attention whereas bidirectional readers show higher fluency in spatial attention.
Originality/value
The authors expand on scarce research on reading direction bias effect on location-driven stimuli placement in online settings. They contribute to the understanding of the differences between unidirectional and bidirectional readers in their cognitive responses (attention and memory) to organization of marketing stimuli.</abstract><cop>Santa Barbara</cop><pub>Emerald Group Publishing Limited</pub><doi>10.1108/JCM-02-2016-1710</doi><tpages>10</tpages></addata></record> |
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| identifier | ISSN: 0736-3761 |
| ispartof | The Journal of consumer marketing, 2017-01, Vol.34 (1), p.1-10 |
| issn | 0736-3761 2052-1200 |
| language | eng |
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| source | Emerald A-Z Current Journals |
| subjects | Academic marketing Advertising Audiences Bias Consumers Eye movements Influence Information processing Internet Language Logos Memory Preferences Reading Social networks Writing systems |
| title | Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory |
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