Abstract
This study focused on which display design of advertisement that would be able to attract most attention by measuring cognitive response and gaze behavior. Total of 15 subjects were recruited from USM undergraduate medical students. The event related potential (ERP) as a cognitive response during viewing different display design were recorded from 17 electrode sites using 128 electrode sensors net which was applied on the subject’s scalp according to the 10-20 international electrode placement system. The amplitude of the evoked N100 and P300 ERP components were identified. To determine the statistical significance, amplitude data were analyzed using one way ANOVA test and reaction time was analyzed using Independent t-test. Two out of the 15 subjects participated in the ERP recording in order to measure the fixation duration, pupil size and attention maps of eye movement as a gaze behavioral response to the different display design using Eye Tracking. The ERP and the gaze behavior results were consistent. Higher amplitudes of the N100 and the P300 ERP components during the RLG view proved that participants had larger visual selective attention and visual cognitive processing during visual presentation of the RLG view. Visual interpretation of the attention map together with the fixation duration and the pupil size of gaze behavior data from two case studies revealed that the RLG view attracted more attention than its counterpart. In regards to color as a confounder, gaze performance data from two cases opened an interesting finding is that both subjects showed common interest in red color during both the LLG and the RLG view, indicating color may play a different role in the display design. The finding of this research has important information for the marketers to design their advertisement making it cost-effective and limited space advertising. And on that case, RLG view is the most prioritize display design.
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