NDLI: Attention and selection in online choice tasks

Content Provider	ACM Digital Library
Author	Kumar, Ravi Li, Lihong Sivakumar, D. Navalpakkam, Vidhya
Abstract	The task of selecting one among several items in a visual display is extremely common in daily life and is executed billions of times every day on the Web. Attention is vital for selection, but the end-to-end process of what draws and sustains attention, and how that influences selection, remains poorly understood. We study this in a complex multi-item selection setting, where participants selected one among eight news articles presented in a grid layout on a screen. By varying the position, saliency, and topic of the news items, we identify the relative importance of these visual and semantic factors in attention and selection. We present a simple model of attention that predicts many key features such as attention shifts and dwell time per item. Potential applications of our findings include optimizing visual displays to drive user attention.
Starting Page	200
Ending Page	211
Page Count	12
ISBN	9783642314537
ISSN	03029743
DOI	10.1007/978-3-642-31454-4_17
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2012-07-16
Publisher Place	Berlin, Heidelberg
Access Restriction	Subscribed
Content Type	Text
Resource Type	Article
Subject	Theoretical Computer Science Computer Science

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

Attention and selection in online choice tasks