Table A2. Zero-order correlations of...

Table A2.

Zero-order correlations of constituent variables with dependent variables

Variable	Fixation	Fixation duration
Salience variables
Size (0–1, centred)	0.45***	0.37***
Brightness median (0–1, centred)	−0.05***	−0.04***
Clutter	−0.17***	−0.03***
Colour variables
Red percent (0–1, centred)	0.01	−0.02***
Dark red percent (0–1, centred)	−0.01	−0.03***
Orange percent (0–1, centred)	−0.02***	0.03***
Dark orange percent (0–1, centred)	−0.01***	−0.04***
Yellow percent (0–1, centred)	0.03***	0.03***
Dark yellow percent (0–1, centred)	0.03***	0.04***
Green percent (0–1, centred)	0.03***	0.05***
Blue percent (0–1, centred)	0.02***	0.004
Dark blue percent (0–1, centred)	−0.002	−0.01
Purple percent (0–1, centred)	−0.02***	−0.01*
Grey percent (0–1, centred)	−0.05***	−0.07***
White percent (0–1, centred)^a	−0.02***	0.004
Imminence
Central location	0.01	−0.20***
Motivational relevance
Animal	0.03***	0.001
Face	0.001	−0.10***
Eyes	−0.05***	−0.02***
Task relevance
Graphic	−0.08***	−0.06***
Text	−0.08***	−0.07***
Product	−0.02***	−0.10***
Visual branding	0.02***	0.003
Logo	−0.03***	−0.04***
Stability
Movement	−0.11***	−0.13***
Time on screen (seconds)	0.10***	0.31**
Interacting with product	−0.09***	−0.06***
Speaking	0.02***	−0.01

Variable	Fixation	Fixation duration
Salience variables
Size (0–1, centred)	0.45***	0.37***
Brightness median (0–1, centred)	−0.05***	−0.04***
Clutter	−0.17***	−0.03***
Colour variables
Red percent (0–1, centred)	0.01	−0.02***
Dark red percent (0–1, centred)	−0.01	−0.03***
Orange percent (0–1, centred)	−0.02***	0.03***
Dark orange percent (0–1, centred)	−0.01***	−0.04***
Yellow percent (0–1, centred)	0.03***	0.03***
Dark yellow percent (0–1, centred)	0.03***	0.04***
Green percent (0–1, centred)	0.03***	0.05***
Blue percent (0–1, centred)	0.02***	0.004
Dark blue percent (0–1, centred)	−0.002	−0.01
Purple percent (0–1, centred)	−0.02***	−0.01*
Grey percent (0–1, centred)	−0.05***	−0.07***
White percent (0–1, centred)^a	−0.02***	0.004
Imminence
Central location	0.01	−0.20***
Motivational relevance
Animal	0.03***	0.001
Face	0.001	−0.10***
Eyes	−0.05***	−0.02***
Task relevance
Graphic	−0.08***	−0.06***
Text	−0.08***	−0.07***
Product	−0.02***	−0.10***
Visual branding	0.02***	0.003
Logo	−0.03***	−0.04***
Stability
Movement	−0.11***	−0.13***
Time on screen (seconds)	0.10***	0.31**
Interacting with product	−0.09***	−0.06***
Speaking	0.02***	−0.01

Notes:

Fixation (N = 90,506) was dichotomous (1/0) and Duration (sum of fixations ≥ 100 ms, N = 51,358) was normalised by a natural log transformation; ^a This variable was used as the reference category in the regression analyses; *p < 0.05, **p < 0.01 and ***p < 0.001

[ViewLarge]

Sharing Unavailable