Table 1. Recall and eye tracking...

Table 1.

Recall and eye tracking measures for the banner located in the four positions (mean ± standard deviation)

Measure^*	Bottom-right	Bottom-left	Top-left	Top-right
Recall (0–3)	0.88 ^{a, b} ± 0.91	0.50 ^a ± 0.67	0.50 ^a ± 0.64	1.38 ^b ± 0.93
FC	12.8^a ± 10.8	15.5^{a, b} ± 9.7	20.8^{a, b} ± 11.4	25.9^b ± 16.8
FD (ms)	189.0^a ± 33.0	183.3^a ± 35.5	217.6^{a, b} ± 61.7	245.1^b ± 58.3
DT (s)	3.296^a ± 3.014	3.963^a ± 2.460	6.332^{a, b} ± 3.671	7.972^b ± 6.379
TFF (s)	14.080^b ± 12.692	5.114^{a, b} ± 2.963	4.576^a ± 7.542	6.142^{a, b} ± 6.859

Measure^*	Bottom-right	Bottom-left	Top-left	Top-right
Recall (0–3)	0.88 ^{a, b} ± 0.91	0.50 ^a ± 0.67	0.50 ^a ± 0.64	1.38 ^b ± 0.93
FC	12.8^a ± 10.8	15.5^{a, b} ± 9.7	20.8^{a, b} ± 11.4	25.9^b ± 16.8
FD (ms)	189.0^a ± 33.0	183.3^a ± 35.5	217.6^{a, b} ± 61.7	245.1^b ± 58.3
DT (s)	3.296^a ± 3.014	3.963^a ± 2.460	6.332^{a, b} ± 3.671	7.972^b ± 6.379
TFF (s)	14.080^b ± 12.692	5.114^{a, b} ± 2.963	4.576^a ± 7.542	6.142^{a, b} ± 6.859

Notes:

*FC – fixation count; FD – average fixation duration (milliseconds); DT – dwell time (seconds); TFF – time for the first fixation (seconds); Means sharing the same superscript letters are not statistically different (Tukey HSD, p < 0.05, except for FC where p = 0.061)

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