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Display blindness : the effect of expectations on attention towards digital signage

Title data

Müller, Jörg ; Wilmsmann, Dennis ; Exeler, Juliane ; Buzeck, Markus ; Schmidt, Albrecht ; Jay, Tim ; Krüger, Antonio:
Display blindness : the effect of expectations on attention towards digital signage.
In: Tokuda, Hideyuki ; Beigl, M. ; Friday, A. ; Brush, A. J. B. ; Tobe, Y. (ed.): Pervasive computing. - Berlin ; Heidelberg : Springer , 2009 . - pp. 1-8 . - (Lecture Notes in Computer Science ; 5538 )
ISBN 978-3-642-01516-8
DOI: https://doi.org/10.1007/978-3-642-01516-8_1

Abstract in another language

In this paper we show how audience expectations towards what is presented on public displays can correlate with their attention towards these displays. Similar to the effect of Banner Blindness on the Web, displays for which users expect uninteresting content (e.g. advertisements) are often ignored. We investigate this effect in two studies. In the first, interviews with 91 users at 11 different public displays revealed that for most public displays, the audience expects boring advertisements and so ignores the displays. This was exemplified by the inclusion of two of our own displays. One, the iDisplay, which showed information for students, was looked at more often than the other (MobiDiC) which showed coupons for shops. In a second study, we conducted repertory grid interviews with 17 users to identify the dimensions that users believe to influence whether they look at public displays. We propose possible solutions to overcome this “Display Blindness” and increase audience attention towards public displays.

Further data

Item Type: Article in a book
Refereed: Yes
Institutions of the University: Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science > Lehrstuhl Angewandte Informatik VIII > Lehrstuhl Angewandte Informatik VIII - Univ.-Prof. Dr. Jörg Müller
Faculties
Faculties > Faculty of Mathematics, Physics und Computer Science
Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science
Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science > Lehrstuhl Angewandte Informatik VIII
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works
Date Deposited: 15 Jan 2019 08:30
Last Modified: 06 Jun 2019 12:19
URI: https://eref.uni-bayreuth.de/id/eprint/42039