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STAKO @CSE340

Participate: tinyurl.com/stako-cse340

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STAKO @CSE340

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STAKO @CSE340

Participate: tinyurl.com/stako-cse340

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A brief conversation about Science “in the Wild”!

Nigini A. Oliveira

@nigini

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Citizen Science

and

Research “intheWild”

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Another model: Paying for participation

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A case for scientific diversity

W estern

E ducated

I ndustrialized

R ich

D emocratic

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LabintheWild: Volunteer-based online experiments

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LabintheWild: Volunteer-based online experiments

Call

Experiment

Results

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Labinthewild: How to…

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Do Cross-Cultural Differences in Visual Attention Patterns Affect Search Efficiency on Websites?

Amanda Baughan* + Nigini Oliveira*

Tal August

Naomi Yamashita

Katharina Reinecke

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CHI’2021

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Westerners and East Asians have different attention patterns

Westerners

focus on foreground elements

East Asians

focus on contextual elements

Source: Nisbett (2003) “Culture and Point of View”

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Westerners and East Asians have different attention patterns

Westerners

East Asians

Source: Nisbett (2003) “Culture and Point of View”

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Westerners and East Asians have different attention patterns

Westerners

East Asians

Source: Nisbett (2003) “Culture and Point of View”

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How do visual differences impact website use?

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How quickly can you find how to “start learning” on this site?

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Now answer the following questions:

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What image is featured on the screen?

(a) A globe (b) A crystal ball (c) I don’t know

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Do cross-culture differences in visual attention patterns affect search efficiency on websites?

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H1: Japanese find information in the periphery of a website faster than US Americans and vice versa for a website’s main content area

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H2: Japanese will more accurately recall information in the periphery of a website, while US Americans are more accurate in the foreground

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Do cross-cultural differences in visual attention affect information search on websites?

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Yes

  • Americans tended to be faster and recall more information, regardless of information position and site complexity

No replication of scene-based experiments!

  • Can language reading speed explain the difference?
  • Or rapid non-targeted eye movement (used by East Asians)?

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Japanese seem to be taking the extra step of holistically making sense of a website before engaging in a primary search task.

  1. Websites need to be adapted to allow for cultural-differences in structure navigation;
  2. Time cannot be the sole metric to compare information processing in a website in cross-cultural studies.

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  • Websites need to be adapted to allow for cultural-differences in structure navigation;
  • Time cannot be the sole metric to compare information processing in a website in cross-cultural studies.

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  • Websites need to be adapted to allow for cultural-differences in structure navigation;

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Request: Would you play a game for me?

http://cook.moralai.org/litw

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What is behind the game?

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