Nils Holmberg
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
2016 | 210 p. | English

ISBN: 978-91-7753-053-4, 978-91-7753-052-7

Eye-tracking gives us a rare opportunity to look at the world through someone else’s eyes. In this dissertation we are looking at online advertising through the eyes of children aged 9 and 12 years. These children are surfing the world wide web to gather information, to play games, or to visit their favorite websites. In this environment, online advertising is omnipresent, waiting for the moment to capture someone’s visual attention through a sudden movement or a seductive motif. If the commercial internet keeps getting smarter, maybe one day, adverts will look back at us?

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