Unique Object Characteristics Differentially Affect Visual Attention During Viewing of Dynamic Stimuli: The Influence of Location and Luminosity

Abstract: Understanding which characteristics of dynamic stimuli affect visual attention is crucial to usability research. We explored how object location and object luminosity differentially affect visual attention. Thirty-seven American participants viewed 34 Australian commercials, which were broken down by scene (N = 606) to identify all pertinent Areas of Interest (NAOIs = 2,695). Each AOI was subsequently coded for location and median luminosity. Luminosity was positively associated with attention capture (β = .12, p < .001), but negatively associated with sustaining attention (β = −.06, p < .000). Higher (β = .04, p < .000) or lower contrast with the immediate background (β = .03, p < .000) led to longer fixations, and central location drew visual attention (β = .49, p < .001) and sustained it (β = .19, p < .001) more than other locations. Our results show that object location and luminosity affect visual attention during dynamic stimuli, and likely influence subsequent cognitive or behavioral interaction with those objects.