To Scroll or Not to Scroll…

GROUP 1:

ABHISHEK TRIPATHY

AISHWARYA KRISHNA

ANUPMA JAYA SANGA

PREETI KUMARI

RASHMI HANSDA

SAURAV MUKHOPADHYAY

ABHISHEK SRIVASTAVA (FPM)

RAJ IV KUMAR (FPM)

Objectives Effect of scrolling on retention ( working Memory )

Horizontal vs Vertical scrolling

Effect of Background noise

Effect of complexity of Fonts (Disfluency )

Primacy and recency effect

Traditional Model of Memory

Atkinson & Shiffrin (1968) 3 Stage Model

Information Processing Model

StimuliSensory registers

Short Term Memory (STM)

Long Term Memory (LTM)

Literature review A recent study has reported that nearly 91% of Web pages now include a scroll bar (ClickTale, 2006)

scrolling enables more efficient skimming or scanning behaviors on visual search tasks (Bernard,Baker, & Fernandez, 2002; Duchnicky & Kolers, 1983; Monk, Walsh, & Dix, 1988; Spool, Scanlon, Schroeder, Snyder, & DeAngelo, 1999)

one study has provided some suggestion that scrolling

might harm learning. In Piolat, Roussey, and Thunin (1997),

Literature review contd… Much prior research has shown that those who have higher WMC are better able to focus their attention on relevant task information, maintain goals, and otherwise ignore irrelevant information (Conway, Kane, & Engle, 2003)

WMC has shown a positive relationship to successful performance on a myriad of complex tasks, including reading comprehension Conway et al., 2005).

scrolling negatively affects learning from text, and this effect is most pronounced in learners who have lower WMC (Sanchez et al., 2009)

Experimental setup Total 16 webpages were made

8 with horizontal text and 8 with vertical text

Each had 4 simple font and 4 complex

So each scenario was tested on- ◦ Blank Static

◦ Blank Scrolling◦ Blurred Background with scrolling ◦ Full Background noise with scrolling

Total 48 respondents ( IIM Ranchi students )

Each page was shown to 3 respondents to average out the Working memory capacity

Results

Exposure Type #1 #2 #3 Average

1 Static_left 6 7 4 5.67

2 Blank_left (moving) 4 3 6 4.33

3 Blur_Left (moving) 5 5 4 4.67

4 Full-Left (moving) 8 4 5 5.67

5 Complex_Static_Left 3 4 4 3.67

6 Complex_Blank_left 4 6 5 5

7 Complex_Blur_Left 3 5 3 3.67

8 Complex_Full_Left 5 3 5 4.33

Number of words recalled by each person -Horizontal Exposure

Results(Contd…)

Number of words recalled by each person –Vertical Exposure

Exposure Type #1 #2 #3 Average

1 Static_left 4 2 3 3

2 Blank_left (moving) 6 6 6 6

3 Blur_Left (moving) 4 4 5 4.33

4 Full-Left (moving) 5 5 7 5.67

5 Complex_Static_Left 4 6 6 5.33

6 Complex_Blank_left 3 6 3 4

7 Complex_Blur_Left 3 4 4 3.67

8 Complex_Full-Left 6 5 4 5

Results(Contd…)Words recalled -Vertical Vs Horizontal

Exposure Type Average(Horizontal) Average(Vertical)

1 Static_left 5.67 3

2 Blank_left (moving) 4.33 6

3 Blur_Left (moving) 4.67 4.33

4 Full_Left (moving) 5.67 5.67

AVERAGE 5.085 4.75

5 Complex_Static_Left 3.67 5.33

6 Complex_Blank_left 5 4

7 Complex_Blur_Left 3.67 3.67

8 Complex_Full_Left 4.33 5

AVERAGE 4.1675 4.5

Observations

Reading speed less with vertical orientation◦ Not the natural way of reading◦ Smaller visual span

Complex font needs more time to be processed◦ Complex font should be vertical◦ Simple font should be horizontal

Average in Horizontal exposure◦ Simple= 5.085◦ Complex= 4.1675

Average in Vertical exposure◦ Simple= 4.75◦ Complex= 4.5

More recall in case of Full webpage scenario◦ More distractions competing for

attention◦ Brain works harder to read and so

retains things better

Strong primacy effect observed

Results(Contd…)Words recalled

WORDSAvg(Simple-Horizontal)

Average(Complex-Horizontal)

Avg(Simple-Vertical)

Avg(Complex-Horizontal)

Scribble 0.9167 0.67 0.9167 0.75

Torque 0.9167 0.75 0.67 0.583

Encapsulate 0.75 0.583 0.25 0.5

Class 0.4167 0.75 0.33 0.5

India 0.833 0.67 0.9167 0.583

Business 0.4167 0.33 0.5 0.4167

Abysmal 0.25 0.25 0.583 0.25

Retrograde 0.167 0.083 0.25 0.4167

Arcane 0.4167 0.083 0.33 0.5

Marketing implications Website Ad design

◦ Portrait vs Landscape devices◦ Where to place ad ?◦ Static ad or moving ad ?

Retail store design for men’s products

Logo design

Package designing

TV Ad design

Warning on products