Article: Mobile app: evidence from eye-tracking and neurophysiological measures Journal: International Journal of Advanced Media and Communication (IJAMC) 2024 Vol.8 No.1 pp.1 - 11 Abstract: Mobile applications represent a digital environment where users can interact with heterogeneous content and advertising stimuli. In this study, we focused on the impact on the user of the content category, considered in three macro-themes (current news, health, and environment), and the features of animation and interactivity in the ad stimulus. Eye-tracking (number-of-fixations, time-to-first fixation) and autonomic parameters were considered to assess attentional processes, cognitive workload, and arousal. Subjects (<i>n</i> = 18) used an app programmed by the research team, exposing themselves to different content categories while randomised ad stimuli were occurring. Ad stimuli were 4, obtained by considering animation and interactivity. Results showed higher visual attention, in terms of number-of-fixations, towards animated stimulus, confirming the effectiveness of animation. Conversely, animated-interactive stimuli seemed to have elicited a visual-avoidance behavior. Furthermore, higher SCR was observed in health and current news content. Insights regarding user experience and communication efficacy are derived and discussed. Inderscience Publishers - linking academia, business and industry through research

Title: Mobile app: evidence from eye-tracking and neurophysiological measures

Authors: Federico Cassioli; Michela Balconi

Addresses: International Research Center for Cognitive Applied Neuroscience (IrcCAN), Università Cattolica del Sacro Cuore, Largo A. Gemelli 1, 20123, Milano, Italy; Research Unit in Affective and Social Neuroscience, Department of Psychology, Università Cattolica del Sacro Cuore, Largo A. Gemelli 1, 20123, Milano, Italy ' International Research Center for Cognitive Applied Neuroscience (IrcCAN), Università Cattolica del Sacro Cuore, Largo A. Gemelli 1, 20123, Milano, Italy; Research Unit in Affective and Social Neuroscience, Department of Psychology, Università Cattolica del Sacro Cuore, Largo A. Gemelli 1, 20123, Milano, Italy

Abstract: Mobile applications represent a digital environment where users can interact with heterogeneous content and advertising stimuli. In this study, we focused on the impact on the user of the content category, considered in three macro-themes (current news, health, and environment), and the features of animation and interactivity in the ad stimulus. Eye-tracking (number-of-fixations, time-to-first fixation) and autonomic parameters were considered to assess attentional processes, cognitive workload, and arousal. Subjects (n = 18) used an app programmed by the research team, exposing themselves to different content categories while randomised ad stimuli were occurring. Ad stimuli were 4, obtained by considering animation and interactivity. Results showed higher visual attention, in terms of number-of-fixations, towards animated stimulus, confirming the effectiveness of animation. Conversely, animated-interactive stimuli seemed to have elicited a visual-avoidance behavior. Furthermore, higher SCR was observed in health and current news content. Insights regarding user experience and communication efficacy are derived and discussed.

Keywords: mobile app; content; eye-tracking; neurophysiological measures; advertising.

DOI: 10.1504/IJAMC.2024.140637

International Journal of Advanced Media and Communication, 2024 Vol.8 No.1, pp.1 - 11

Received: 28 Jan 2021
Accepted: 04 Feb 2022
Published online: 29 Aug 2024 *

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Title: Mobile app: evidence from eye-tracking and neurophysiological measures

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