Psychophysiological responses to digital media

Abstract

This paper reports the frontal electroencephalographic (EEG) alpha asymmetry, an index of approach/withdrawal motivation, during natural reading of a newspaper on the traditional print medium and a tablet computer. The moderating influences of dispositional behavioral activation system (BAS) and behavioral inhibition system (BIS) sensitivities, demographics, and reading style on frontal asymmetry were examined. Reading the print newspaper induced relatively greater left frontal cortical activation, suggesting higher approach motivation during reading on paper than on a tablet in the presence of moderating effects of personality, reading style, and level of experience with a tablet. In general, higher scores of Drive and Fun Seeking were associated with higher frontal asymmetry when reading on print than on a tablet. Reading style showed also a moderating effect on frontal EEG asymmetry; focused readers experienced greater approach motivation towards the print newspaper. A higher experience with a tablet predicted a lower approach motivation in the tablet reading condition than in the print reading condition. The results show that dispositional BAS sensitivities, reading style, and level of experience with a tablet have moderating influences on approach motivation elicited during reading on digital media, and thus, these human factors should be taken into account when designing interfaces for newspaper applications.