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Getting the Gist of Websites: Exploring the Effects of Display Duration, Size, and Resolution

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Getting the Gist of Websites: Exploring the Effects of Display Duration, Size, and Resolution GETTING THE GIST OF WEBSITES: EXPLORING THE EFFECTS OF DISPLAY DURATION, SIZE, AND RESOLUTION A Dissertation by Justin Wade Owens Master of Arts, Wichita State University, 2010 Bachelor of Business Administration, Wichita State University, 2001 Submitted to the Department of Psychology and the faculty of the Graduate School of Wichita State University in partial fulfillment of the requirements for the degree of Doctor of Philosophy May 2013 © Copyright 2013 by Justin Owens All Rights Reserved GETTING THE GIST OF WEBSITES: EXPLORING THE EFFECTS OF DISPLAY DURATION, SIZE, AND RESOLUTION The following faculty members have examined the final copy of this dissertation for form and content, and recommend that it be accepted in partial fulfillment of the requirement for the degree of Doctor of Philosophy, with a major in Psychology. _______________________________________ Barbara Chaparro, Committee Chair _______________________________________ Evan Palmer, Committee Member _______________________________________ Rui Ni, Committee Member _______________________________________ Alex Chaparro, Committee Member _______________________________________ Jim Wolff, Committee Member Accepted for the Fairmount College of Liberal Arts and Sciences __________________________________________ Ron Matson, Interim Dean Accepted for the Graduate School __________________________________________ Abu S. M. Masud, Interim Dean iii ABSTRACT Users can make judgments about web pages in a glance. Outside of a few studies, no known research has examined what semantic information can be extracted from a web page within a single fixation, but the scene perception literature provides a possible framework for understanding how viewers can extract diverse semantic information from scenes in a glance. The purpose of this dissertation was to explore whether semantic information about a web page could be extracted within a single fixation and to explore the effects of size and resolution on extracting this information. Initially, the classification of web pages was explored, which provided web page stimuli for the following two studies. Using a rapid serial visual presentation (RSVP) paradigm, the first study explored whether certain semantic categories of websites (i.e., news, search, shopping, and social networks/blogs) could be detected from stream of web page stimuli that were presented briefly. Natural scenes, which have been shown to be detectable within a single fixation in the literature, served as a baseline for comparison. The second study examined the effects of stimulus size and resolution on observers’ ability to detect the presence of a certain website category using similar methods. Results from this research showed that users have conceptual models of websites. These models allowed detection of web pages from a fixation’s worth of stimulus exposure when provided with additional time for processing information. For the website categories other than search, detection performance decreased significantly when web elements were no longer discernible due to decreases in size and/or resolution. The implications of this research are that website conceptual models rely heavily on page elements and less on the spatial relationship between these elements. iv TABLE OF CONTENTS Chapter Page I. INTRODUCTION ................................................................................................................... 1 II. RESEARCH STUDIES ............................................................................................................. 9 Study 1 – Classification Study ............................................................................................. 9 Method ................................................................................................................. 12 Results ................................................................................................................... 18 Discussion.............................................................................................................. 21 Study 2 – Perception of Scenes and Websites .................................................................. 21 Method ................................................................................................................. 24 Results ................................................................................................................... 32 Discussion.............................................................................................................. 50 Study Limitations .................................................................................................. 60 Conclusions ........................................................................................................... 61 Study 3 – Effects of Size and Resolution on the Perception of Websites ......................... 61 Method ................................................................................................................. 63 Results ................................................................................................................... 73 Discussion.............................................................................................................. 95 Study Limitations ................................................................................................ 103 Conclusion ........................................................................................................... 103 III. OVERALL DISCUSSION AND CONCLUSION ...................................................................... 105 Theories of scene perception ......................................................................................... 109 Website schemas ............................................................................................................ 111 First impressions in a glance ........................................................................................... 113 Website conventions ...................................................................................................... 114 Research implications ..................................................................................................... 115 Research limitations ........................................................................................................ 118 Future research ............................................................................................................... 119 Conclusion ....................................................................................................................... 121 IV. REFERENCES .................................................................................................................... 123 V. APPENDICES .................................................................................................................... 134 Website Listing ................................................................................................................ 135 Study I Data Screening .................................................................................................... 139 v TABLE OF CONTENTS (continued) Table Page Study 2 Data Screening ................................................................................................... 141 Study 2 Extended Participant Demographics ................................................................. 142 Post Experiment Questionnaire ...................................................................................... 144 Study Instructions ........................................................................................................... 148 General Approach for Analyses ...................................................................................... 150 Study 2 Extended Results ................................................................................................ 151 Website Usage .................................................................................................... 155 Video Game Playing ............................................................................................ 156 Accuracy Rate ...................................................................................................... 157 Study 3 Data Screening ................................................................................................... 161 Study 3 Extended Participant Demographics ................................................................. 162 Study 3 Extended Results ................................................................................................ 165 Web Usage .......................................................................................................... 165 Video Game Playing ............................................................................................ 168 Bias Measure B” .................................................................................................. 169 Study 3 planned comparisons results tables .................................................................. 180 vi LIST OF TABLES Table Page Table 1 Participant agreement for website classification ........................................................... 19 Table 2 QUEST Mean SOAs for each category across accuracy thresholds. ................................ 33 Table 3 mean number of skipped trials at 60%, 75%, and 90% accuracy thresholds. ................ 35 Table 4 Mean SOAs for each collapsed stimuli type across accuracy
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