. Author manuscript; available in PMC: 2009 May 6.

Published in final edited form as: Appl Cogn Psychol. 2008 Jul 1;22(5):697–707. doi: 10.1002/acp.1389

Table 2.

The viewing time (in seconds) and the number of fixations on the text or the picture part of the ad in the present study and the Rayner et al. (2001) study

	Viewing time		Number of fixations
	Text	Picture	Text	Picture
Present study	3.64 (39%)	5.72 (61%)	14.7 (39%)	22.7 (61%)
Rayner et al.
Intended	5.61 (73%)	2.12 (27%)	25.2 (72%)	9.8 (28%)
Non-Intend	3.60 (71%)	1.50 (29%)	16.4 (70%)	6.9 (30%)

The values in parentheses indicate the percentage of time and the percentage of fixations in a given part of the ad. For the Rayner et al. study, Intended refers to the conditions in which viewers were looking for a car or skin care products to buy while Non-Intend refers to the other ads.