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Open AccessArticle

Semantic Priming of Colored Signs in the Peripheral Vision during Electronic Text Reading

1
Social Sciences Department, University College Roosevelt, 4331 CB Middelburg, The Netherlands
2
Academy for Games and Media, Breda University of Applied Sciences, 4817 JS Breda, The Netherlands
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Author to whom correspondence should be addressed.
Multimodal Technologies Interact. 2020, 4(2), 28; https://doi.org/10.3390/mti4020028
Received: 16 April 2020 / Revised: 3 June 2020 / Accepted: 5 June 2020 / Published: 8 June 2020
This study explores if peripheral colored ambient light or colored light can be noticed and semantically associated with text while reading a novel from an Electronic Visual Display (EVD). Additionally, it is investigated if those colored signs are perceived as supplementary to the story and result in a more immersive experience. For that purpose, a user evaluation study was performed based on attention theory (selective attention, semantic priming, and divided attention), reading behavior, and semantics of colors. Participants received a reading assignment. While reading a novel from an e-book, dynamic colored ambient light or colored light was emitted. Throughout the reading assignment, the colors were adapted to the particular scenes the participant was reading. Findings suggest that attention can be divided between reading the novel from an EVD and the ambient color signs. View Full-Text
Keywords: electronic visual displays; e-book; priming; ambient light; peripheral vision electronic visual displays; e-book; priming; ambient light; peripheral vision
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Stupar-Rutenfrans, S.; Elzes, J.; van den Elst, J. Semantic Priming of Colored Signs in the Peripheral Vision during Electronic Text Reading. Multimodal Technologies Interact. 2020, 4, 28.

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