Effects of Dual Tasking with Visual Display Terminal Work and Advertisement Presentation on Workers' Interest and Emotions

Abstract: In recent years, the use of visual-display terminals (VDTs) such as PCs and cell phones, for work, is proliferating. To perform efficiently, workers must be able to concentrate on and become immersed in their work. Most VDT work is performed while connected to the Internet and unintended distractions such as Internet advertisements (that appear on the display during work) can interfere with concentration. Distracting advertisements are generally considered disturbing and socially problematic. Previous studies have reported that visually disturbing stimuli presented in the peripheral-visual field reduce the ability to concentrate on tasks that are performed using central vision and have suggested that Internet advertisements may adversely affect work efficiency and accuracy. In-feed advertisements that blend into the timeline of articles and SNS, and recommendation-widget advertisements at the bottom of certain articles have been attracting attention recently, and their market is rapidly expanding. These native advertisements deliver value in line with the interests of workers in a natural flow. They promote consumption and fulfil their fundamental role as advertisements. In this context, we plan to investigate appropriate advertisement-presentation conditions, for inclusion in the worker's field of vision, in which the advertisements are recognizable, and worker concentration is unaffected. We aim to consider advertisements that benefit both advertisers and workers. Our objective is to investigate the nature of the interest and emotions generated by the advertisements in the workers. A cognitive memory task will be created, and during its execution the system will place simulated advertisements on the monitor for effect analysis. Task results, subjective evaluation, and eye-gaze information will be used to investigate advertising-element effects (such as color and movement) on worker interest and emotion and the corresponding impact on work concentration. Therefore, this study will provide an in-depth understanding of advertisement impact on worker interests and emotions while examining advertisement presentation conditions that are beneficial to both advertisers and workers. The study will explore the benefits that Internet-advertising optimization can bring to individuals and will contribute to the development of more effective and acceptable advertising strategies.

Keywords: Concentration, Interest, emotion, Advertisement, Peripheral vision, Gaze

DOI: 10.54941/ahfe1004675

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