search query: @freeterm attention / total: 4
reference: 3 / 4
| Author: | Geske, J. Bellur, S. |
| Title: | Differences in brain information processing between print and computer screens |
| Journal: | International Journal of Advertising
2008 : VOL. 27:3, p. 399-423 |
| Index terms: | research |
| Freeterms: | brain information processing attention print materials computer screens |
| Language: | eng |
| Abstract: | Based on testing 34 subjects, this study explores if reading differs between print materials and the same information (here as: info.) delivered through computer screen. Looked at are both the early visual processing stream, or bottom-up (as: b-up.) attention, and later top-down (as: t-d.) processing after the brain has had time to respond to the info. There are significant differences observed in both b-up. and t-d. measures, with print establishing attention better than computer screen. Based on previous research, it is indicates that a 'flicker' effect can affect brain processing, being the possible reason for the found differences. |
SCIMA