1. Eye Movements Study on Reading Behaviors of Automobile Advertisements Published in Mobile Phone Newspaper Zheng Yuan Min Zhang Qing Tang

2. 1 234 The experimental design Eye tracking data analysis Conclusion Introduction

3. In this study we try to exploring the difference in reading behaviors between subjects of different genders. The experiment is based on the eye tracker and mobile newspaper advertisements. By controlling the mobile newspaper advertisements' area, place, colors, display mode, recording the subjects‘ eyes move process of reading mobile newspaper advertisements,we analyze the behavior of readers and the exogenous factors of mobile newspaper advertisements.

4. The experimental design a. The choice of subjects In this experiment, we selected 10 college students, 5 male and 5 female; age around 21 years old with normal vision or corrected visual acuity above 1.0. They have no eye diseases such as color blindness or color weakness. b. The experimental variables Variable A advertising colors:A1- cool colors,A2- warm colors,A3-dark colors; Variable B advertising area:B1-25% ， B2-50% ， B3-75%; Variable C advertising posotion:C1-upper,C2-middle,C3-bottom; Variable D main information display mode:D1-flashing,D2-non-flashing.

5. c. Design of the experiment We randomly selected an advertisement from 12580 live broadcast in 2010 as the experimental material, which is a ad of Dodge.

6. According to the Uniform design method, we design six different ads. Table 1 show the experimental program. Table 1 Uniform design of the experimental program U6(33  2)

8. Data analysis In order to exploring how the variables(the mobile newspaper advertisements' area, place, colors, display mode)affecting the behavior of readers, we use statistical methods to analyze the data of eye movement trajectory of the mobile newspaper advertisements, the primary visual region, the time to first fixation, fixation counts, etc. Then establish the regression model of the time to first fixation, the observation length, the fixation count about the colors, place, size, display mode. A Advertising Colors variables B Advertising Area C Advertising Position D Main Information Display Mode

9. In order to establish regression models of first fixation duration(explained variable) about variables A,B,C,D(explanatory variables), We need to introduce corresponding dummy variables. (1)Dummy variableX1(advertising colors): X1(1)  1 refers to warm color, X1(1)=0 refers to not warm color; X1(2)=1,refers to cool color, X1(2)=0 refers to not cool color; thus, X1(1)=0 and X1(2)=0 refers to dark color. (2)Dummy variableX2(advertising position): X2(1)=1refers to upper, X2(1)=1refers to not upper, X2(2)=1 refers to bottom, X2(2)=0refers to not bottom, X2(1)=0 and X2(2)=0 refers to middle; (3)Variable X3(advertising area):ration variable(numerical value) (4)Dummy variableX4 (main information display mode): X4=1 refers to flashing, X4=0 refers to non-flashing.

10. a. First Fixation Duration

11. Regression model- Time to First Fixation of female readers coefficients model Non-standardized coefficients Standardized coefficients TSig. B Standard error (constant)0.4310.302 1.4270.165 X2(2)1.3660.5230.4432.6120.014 explanatory variables: Y 11 Time to First Fixation of female readers

12. Regression model - Time to First Fixation of male readers coefficients model Non-standardized coefficients Standardized coefficients TSig. B Standard error (constant)1.5370.386 3.9820.000 X4-1.1450.546-0.368-2.0970.045 explanatory variables: Y 12 Time to First Fixation of male readers

13. By using gradual regression method of multiple regression analysis, we establish models of Y 11 about X2 （ 2 ） and Y 12 about X4: Y11=0.431+1.366X2(2) ………… （ 1 ） Y12=1.537 -1.145X4 ………… （ 2 ）

14. b. Fixation Duration Regression model - Fixation Duration of female readers coefficients model Non-standardized coefficients Standardized coefficients TSig. B Standard error (constant) 0.7920.584 1.3570.186 X3X3 2.5391.0810.4062.3480.026 explanatory variables:Y 21 Fixation Duration of female readers

15. Regression model - Fixation Duration of male readers coefficients model Non-standardized coefficients Standardized coefficients TSig. B Standard error (constant)-0.2120.547 -0.3880.701 X3X3 2.5440.9470.3932.6860.012 X4X4 1.3720.3870.5193.5480.001 explanatory variables: Y 22 Fixation Duration of male readers

16. The gradual regression model has deleted the variables that have no significant effect. So the regression model about Y 21 (Fixation Duration of male readers) and X3 is Y 21 =0.792+2.539X3 ………… （ 3 ） The regression model about Y22 and X3 、 X4 is Y 22 =-0.212+2.544X3+1.372X4 ………… （ 4 ）

17. c. Fixation Count Regression model - Fixation Count of female readers coefficients model Non-standardized coefficients Standardized coefficients TSig. B Standard error (constant)3.6500.557 6.5580.000 X2（1）X2（1） 2.4500.9640.4332.5420.017 explanatory variables:Y 31 Fixation Count of female readers

18. Regression model - Fixation Count of male readers coefficients model Non-standardized coefficients Standardized coefficients TSig. BStandard erro (constant)0.1331.094 0.1220.904 X3X3 6.0001.8950.4773.2670.004 X4X4 2.0670.7730.4022.6720.013 explanatory variables: Y 32 Fixation Count of male readers

19. The gradual regression model has deleted the variables that have no significant effect. So the regression model about Y 31 (Fixation Count of female readers) and X 2 （ 1 ） is Y31=3.650+2.45X2 （ 1 ） ………… （ 5 ） The regression model about Y 32 and X 3 、 X 4 is Y32=0.133+6X3+2.067X4………… （ 6 ）

20. 2000 conclusions 1. Automobile ads displayed in flashing manner were more attractive and gained better disseminative effects. As for male readers, the main information display mode have great effect on fixation duration and time to first fixation. 2.For female readers, advertising position has great influence on advertising disseminative effects.Automobile ads located at the top of mobile newspaper were more attractive. While for male readers, advertising area influenced their reading behaviors.

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