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Pervasive Advertising pp 287–307Cite as

Attentional Behavior of Users on the Move Towards Pervasive Advertising Media

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Part of the book series: Human-Computer Interaction Series ((HCIS))

Abstract

In this chapter we analyze the attention of users on the move towards pervasive advertising media. We report the findings of two multi-sensor eye tracking studies designed to provide a better understanding of the actual attentional behavior of users on the move in different public environments. In the first study 106 participants were equipped with eye tracking technology and asked to use public transportation vehicles equipped with information and advertising screens. In a second study 16 participants were asked to stroll through a shopping street for about 15 min, and during this time different indicators for their behavior and focus of attention (eye tracking, movement and pose tracking) were captured. Motion and pose data was correlated with eye tracking data to identify typical patterns of attention. We report the results of these studies, then discuss the implications of the main findings for pervasive advertising and finally reflect on the used research methodology.

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Author information

Authors and Affiliations

  1. CURE Center for Usability Research & Engineering, Vienna, Austria

    Johann Schrammel, Elke Mattheiss & Susen Döbelt

  2. JOANNEUM RESEARCH Forschungsgesellschaft mbH, Graz, Austria

    Lucas Paletta & Alexander Almer

  3. ICT&S, University of Salzburg, Salzburg, Austria

    Manfred Tscheligi

Authors
  1. Johann Schrammel
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  2. Elke Mattheiss
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  3. Susen Döbelt
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  4. Lucas Paletta
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  5. Alexander Almer
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  6. Manfred Tscheligi
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Correspondence to Johann Schrammel .

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Editors and Affiliations

  1. , Laboratories, Deutsche Telekom AG, Ernst-Reuter-Platz 7,, Berlin, 10587, Germany

    Jörg Müller

  2. University of Stuttgart, Pfaffenwaldring, Stuttgart, 70569, Germany

    Florian Alt

  3. Anhalt University of Applied Science, Strenzfelder Allee 28,, Bernburg, 06406, Germany

    Daniel Michelis

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Schrammel, J., Mattheiss, E., Döbelt, S., Paletta, L., Almer, A., Tscheligi, M. (2011). Attentional Behavior of Users on the Move Towards Pervasive Advertising Media. In: Müller, J., Alt, F., Michelis, D. (eds) Pervasive Advertising. Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-352-7_14

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  • DOI: https://doi.org/10.1007/978-0-85729-352-7_14

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  • Publisher Name: Springer, London

  • Print ISBN: 978-0-85729-351-0

  • Online ISBN: 978-0-85729-352-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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