Abstract
Forty subjects responded to a set of 64 different combinations of linear displays and rotary controls presented by photographic slides. The subject's task was to rotate a control to increase the numerical value on the display. It was expected that response time for an arrangement having a strong stereotype would be faster than one with a weaker stereotype. Data showed there a strong relationship between these two measures of compatibility for horizontal displays with controls either on the top or bottom of the display; there was no significant relationship for any of the vertical layouts. Comparing horizontal and vertical displays, the average response times were 1.25 and 1.55 seconds and average stereotype strengths were .86 and .73, respectively. Thus on both criteria, horizontal displays were superior to vertical displays. Response time was found to be dependent on the magnitude of the component principle making the greatest contribution to the strength of the overall stereotype. In the case of horizontal displays this was the clockwise-to-right principle; for vertical displays it was Warrick's principle or, if this was not applicable, the scale-side principle.
Published Version
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