Table 1. Summary of results for... | Emerald Publishing

Table 1.

Summary of results for hypothesis tests

Hypothesis	Theory	Supported
H1. Static salience variables will guide visual attention (fixation and fixation duration) to dynamic video advertising. Visual attention to AOIs will be influenced positively by (a) size, (b) brightness and (c) colour but influenced negatively by the presence of (d) clutter	Salience	Partially, we found support for H1a, no support for H1b and mixed support for H1c and H1d
H2. Imminence will increase visual attention to AOIs, such that most fixations and longer fixation durations will coincide with the centre of the screen	Salience (main effect)	Partially, we found support for fixation but not for fixation duration
H3. Motivational relevance will increase visual attention (fixation and fixation duration) for AOIs representing survival threats or opportunities	Salience (main effect)	No
H4. Task relevance will have a positive effect on visual attention to AOIs, increasing fixation and fixation duration	Salience (main effect)	No
H5. Fleeting AOIs will attract more attention than stable AOIs, measured by fixation, and sustain more attention, measured by fixation duration	Salience (main effect)	No
H6. There will be an imminence (central vs peripheral) × relevance (low relevance/ motivationally relevant/task relevant) × stability (fleeting vs stable) interaction such that: (a) for fleeting information, imminence will attract more visual attention (fixation and fixation duration) regardless of relevance; and (b) for stable information, imminence will reduce visual attention (fixation and fixation duration) if this information is motivationally or task relevant	Dynamic attention	Yes

Hypothesis	Theory	Supported
H1. Static salience variables will guide visual attention (fixation and fixation duration) to dynamic video advertising. Visual attention to AOIs will be influenced positively by (a) size, (b) brightness and (c) colour but influenced negatively by the presence of (d) clutter	Salience	Partially, we found support for H1a, no support for H1b and mixed support for H1c and H1d
H2. Imminence will increase visual attention to AOIs, such that most fixations and longer fixation durations will coincide with the centre of the screen	Salience (main effect)	Partially, we found support for fixation but not for fixation duration
H3. Motivational relevance will increase visual attention (fixation and fixation duration) for AOIs representing survival threats or opportunities	Salience (main effect)	No
H4. Task relevance will have a positive effect on visual attention to AOIs, increasing fixation and fixation duration	Salience (main effect)	No
H5. Fleeting AOIs will attract more attention than stable AOIs, measured by fixation, and sustain more attention, measured by fixation duration	Salience (main effect)	No
H6. There will be an imminence (central vs peripheral) × relevance (low relevance/ motivationally relevant/task relevant) × stability (fleeting vs stable) interaction such that:(a) for fleeting information, imminence will attract more visual attention (fixation and fixation duration) regardless of relevance; and (b) for stable information, imminence will reduce visual attention (fixation and fixation duration) if this information is motivationally or task relevant	Dynamic attention	Yes