Talks and Poster Presentations (with Proceedings-Entry):
M. Bernhard, L. Zhang, M. Wimmer:
"Manipulating Attention in Computer Games";
Talk: IEEE Pacific Visualization,
- 2011-06-17; in: "Proceedings of the IEEE IVMSP Workshop on Perception and Visual Signal Analysis",
In computer games, a user´s attention is focused on the current task, and task-irrelevant details remain unnoticed. This behavior, known as inattentional blindness, is a main problem for the optimal placement of information or advertisements. We propose a guiding principle based on Wolfe´s theory of Guided Search, which predicts the saliency of objects during a visual search task. Assuming that computer games elicit visual search tasks frequently, we applied this model in a "reverse" direction: Given a target item (e.g., advertisement) which should be noticed by the user, we choose a frequently searched game item and modify it so that it shares some perceptual features (e.g., color or orientation) with the target item. A memory experiment with 36 participants showed that in an action video game, advertisements were more noticeable to users when this method is applied.
Electronic version of the publication:
Created from the Publication Database of the Vienna University of Technology.