Table A1. Independent variable codes,...

Table A1.

Independent variable codes, means and standard deviations

Independent variable	Definition	M^a	SD
Static salience variables
Size	Area of interest (AOI) size (area) in pixels as a percentage of total screen area (0–1)	0.22	0.30
Brightness	Brightness histogram median [0-255 (transformed to 0–1 for the regression analyses)]	103.8	56.53
Clutter	4 or more (maximum = 6) foreground AOIs = 1, else 0	0.62	0.49
Colour variables^b
Red	Red (R 255, G 0, B 0) as a % of AOI area (0–1, centred)	0.003	0.03
Dark red	R128, G 0, B 0 (0–1, centred)	0.02	0.07
Orange	R 255, G 165, B 0 (0–1, centred)	0.02	0.1
Dark orange	R 128, G 83, B 0 (0–1, centred)	0.16	0.16
Yellow	R 255, G 255, B 0 (0–1, centred)	0.002	0.02
Dark yellow	R 128, G 128, B 0 (0–1, centred)	0.01	0.04
Green (including dark green)	R 0, G 128 or 255, B 0 (0–1, centred)	0.003	0.03
Blue	R 0, G 0, B 255 (0–1, centred)	0.002	0.02
Dark blue	R 0, G 0, B 128 (0–1, centred)	0.03	0.1
Purple (including dark purple)	R 128 or 255, G 0, B 128 or 255 (0–1, centred)	0.005	0.03
Grey	R 128, G 128, B 128 (0–1, centred)	0.39	0.26
White	R 255, G 255, B 255 (0–1, centred)	0.13	0.21
Location
Central location	Fixation in middle ninth of screen = 1, else 0	0.39	0.49
Motivational relevance^c
Animal	AOI is animal = 1, else 0	0.01	0.08
Face	AOI is face = 1, else 0	0.12	0.33
Eyes	AOI is eye(s) = 1, else 0	0.04	0.20
Task relevance
Graphic	AOI is graphic = 1, else 0	0.04	0.20
Text	AOI is text = 1, else 0	0.12	0.33
Product	AOI is product = 1, else 0	0.15	0.36
Visual branding	AOI is visual branding = 1, else 0	0.01	0.09
Logo	AOI is logo = 1, else 0	0.02	0.14
Stability
Movement	Area of interest [AOI] is moving/changing size = 1, else 0	0.70	0.46
Time	Time on-screen in seconds [short = 1 (less than mean), long = 0]	1.71	0.97
Interacting with product	AOI is interacting with product = 1, else 0	0.04	0.19
Speaking	AOI speaking = 1, else 0	0.05	0.21

Independent variable	Definition	M^a	SD
Static salience variables
Size	Area of interest (AOI) size (area) in pixels as a percentage of total screen area (0–1)	0.22	0.30
Brightness	Brightness histogram median [0-255 (transformed to 0–1 for the regression analyses)]	103.8	56.53
Clutter	4 or more (maximum = 6) foreground AOIs = 1, else 0	0.62	0.49
Colour variables^b
Red	Red (R 255, G 0, B 0) as a % of AOI area (0–1, centred)	0.003	0.03
Dark red	R128, G 0, B 0 (0–1, centred)	0.02	0.07
Orange	R 255, G 165, B 0 (0–1, centred)	0.02	0.1
Dark orange	R 128, G 83, B 0 (0–1, centred)	0.16	0.16
Yellow	R 255, G 255, B 0 (0–1, centred)	0.002	0.02
Dark yellow	R 128, G 128, B 0 (0–1, centred)	0.01	0.04
Green (including dark green)	R 0, G 128 or 255, B 0 (0–1, centred)	0.003	0.03
Blue	R 0, G 0, B 255 (0–1, centred)	0.002	0.02
Dark blue	R 0, G 0, B 128 (0–1, centred)	0.03	0.1
Purple (including dark purple)	R 128 or 255, G 0, B 128 or 255 (0–1, centred)	0.005	0.03
Grey	R 128, G 128, B 128 (0–1, centred)	0.39	0.26
White	R 255, G 255, B 255 (0–1, centred)	0.13	0.21
Location
Central location	Fixation in middle ninth of screen = 1, else 0	0.39	0.49
Motivational relevance^c
Animal	AOI is animal = 1, else 0	0.01	0.08
Face	AOI is face = 1, else 0	0.12	0.33
Eyes	AOI is eye(s) = 1, else 0	0.04	0.20
Task relevance
Graphic	AOI is graphic = 1, else 0	0.04	0.20
Text	AOI is text = 1, else 0	0.12	0.33
Product	AOI is product = 1, else 0	0.15	0.36
Visual branding	AOI is visual branding = 1, else 0	0.01	0.09
Logo	AOI is logo = 1, else 0	0.02	0.14
Stability
Movement	Area of interest [AOI] is moving/changing size = 1, else 0	0.70	0.46
Time	Time on-screen in seconds [short = 1 (less than mean), long = 0]	1.71	0.97
Interacting with product	AOI is interacting with product = 1, else 0	0.04	0.19
Speaking	AOI speaking = 1, else 0	0.05	0.21

Notes:

(a) Mean (M) represents the percentage of scenes with the variable present for binary (present/absent) variables; (b) screenshots were reduced to 15 colours [six primary, six secondary (darker) and three neutral] and the area occupied by each colour was divided by total AOI area, represented as a percentage; (c) for motivational relevance, task relevance and stability, the presence of any of the variables associated with the dimension indicated that the dimension was present

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