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Eye-Tracking Examination of the Anthropological Race, Gender and Verbal-Pictorial Relative Positions on Ergonomics of Visual Information Presentation

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Advances in Ergonomics in Design (AHFE 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 955))

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Abstract

Information on how to present visual content in an ergonomic way is crucial in various fields. The current study examines how the gender, race of a person, and picture-slogan relative location influence subjects’ perceived effectiveness about a social advertisement. Relative scores of 45 participants from Wrocław University of Science and Technology were measured by binary pairwise comparisons and formally analyzed by the loglinear model for frequency data. While making comparisons, subjects’ visual activity was recorded by an eye-tracking system. Mean fixation durations were comprehensively analyzed in the context of examined factors by a standard, five-way analysis of variance: Picture race (black, yellow, white) × Picture gender (man, woman) × Picture location (left, right) × Stimulus location (left, right) × Subject gender (male, female). Subjective results regarding perceived effectiveness of the advertisement variants were compared with objective fixation durations.

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Acknowledgments

The research was partially financially supported by Polish National Science Centre Grant No. 2017/27/B/HS4/01876.

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Authors and Affiliations

  1. Faculty of Computer Science and Management, Wrocław University of Science and Technology, 27 Wybrzeże Wyspiańskiego st., 50-370, Wrocław, Poland

    Rafał Michalski & Joanna Koszela-Kulińska

Authors
  1. Rafał Michalski
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  2. Joanna Koszela-Kulińska
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Corresponding author

Correspondence to Rafał Michalski .

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Editors and Affiliations

  1. Faculdade de Arquitetura, Universidade de Lisboa, Lisbon, Portugal

    Francisco Rebelo

  2. School of Design, Hunan University, Changsha, Hunan, China

    Marcelo M. Soares

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Michalski, R., Koszela-Kulińska, J. (2020). Eye-Tracking Examination of the Anthropological Race, Gender and Verbal-Pictorial Relative Positions on Ergonomics of Visual Information Presentation. In: Rebelo, F., Soares, M. (eds) Advances in Ergonomics in Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 955. Springer, Cham. https://doi.org/10.1007/978-3-030-20227-9_3

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  • DOI: https://doi.org/10.1007/978-3-030-20227-9_3

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-20226-2

  • Online ISBN: 978-3-030-20227-9

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