How Arithmetic Aptitude Impacts Attention,Memory,and Evaluation of Static Versus Dynamic Infographics in Online News

Abstract

Graphics accompanying online news articles were manipulated between static and dynamic formats. Eye gaze, perception, and memory data were collected as was participants’ arithmetic aptitude (AA). Results suggest that although dynamic graphics are negatively evaluated, high arithmetic aptitude participants attend and recall dynamic graphics more so than those with lower AA who are drawn to and recall better static visuals. Memory and attention to graphics detracted from memory and attention to story text and vice versa.

Keywords

eye tracking arithmetic aptitude web content animation experiment

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