Nonconscious drivers of visual attention in interactive media environments

Abstract

Many traditional models of visual perception, advertising and promotion assume passive media environments, and whether or not these models effectively transfer to highly interactive media environments such as social networks, videogames and visual websites is uncertain. Drawing on prior literature in visual psychology, consumer behavior and eye-tracker research, this article shows how key nonconscious factors shape vision in interactive environments in ways not present for passive media. User agency focuses visual attention on objects that are under user control, owing to telepresence and goal-driven perception creating a form of interactive tunnel vision. These drivers of perception guide visual attention in ways not seen in passive media, and could be operating largely outside of conscious awareness or control. This article includes implications for branded elements within interactive environments.