[Autom. eng. transl.] The link between cognitive styles and multimedia has been widely discussed in the literature (see, for example: Buch & Bartley, 2002; Fiorina et al., 2006; Graff, 2003; Palmquist & Kim, 2000). The study presented here is aimed at investigating this connection from a new and wider perspective, trying to investigate the influence of the level of spontaneous tendency to the use of mental images during the use of a multimedia artifact (text and images) on the visual exploration modalities (recorded through the use of Eye tracker), incidental comprehension and memorization of contents and emotional response. The stimuli (presented in computerized format to 30 individuals) were made starting from the catalog of a photographic exhibition which included, for each image presented, an explanatory text and a brief caption evocative with respect to the content of the image. The experimental conditions have been varied assuming as independent variables the respect of the multimedia principles proposed by Mayer (2001; 2005) and the background music (activating, relaxing, no music). Participants were also asked to complete some self report questionnaires aimed at investigating: - the spontaneous tendency to use mental visualization (USOIMM77: Antonietti & Colombo, 1996-1997); - the preference for a right / left thinking style (SOLAT: Torrance, 1978) The understanding of stimuli and incidental memorization was also measured with a self report questionnaire, as well as the self-assessment of emotional activation. The data collected through Eye-tracker have highlighted the importance of the principle of continuity (Mayer, 2005) to promote an optimal fruition of the multimedia artefact. Respect for this principle, in fact, seems to promote a better understanding, a more precise memory and a more positive emotional evaluation. Music has also influenced the use of multimedia artefacts: activating music has facilitated a more coherent and active exploration of stimuli, and has increased the intensity of fixations. People classified as "high viewers" have explored images more carefully and have been more influenced by background music. The degree of tendency to spontaneous use of mental images has also influenced the emotional activation of the participants during the use of the multimedia product. The theoretical and practical implications of the results are discussed.
|Translated title of the contribution||[Autom. eng. transl.] The influence of the spontaneous tendency to use mental visualization on the exploration and understanding of multimedia stimuli|
|Title of host publication||La comprensione: aspetti cognitivi, metacognitivi ed emotivi|
|Editors||Doudin P-D , Fiorilli C, Frechette S , Lafortune L , Sorin N Albanes O|
|Number of pages||11|
|Publication status||Published - 2011|
- Eye tracker
- immagini mentali