Static and dynamic seductive illustration effects on text‐and‐graphic learning processes,perceptions, and outcomes: Evidence from eye tracking

This study aimed to examine how different forms (still pictures vs. animations) of seductive illustrations impact text‐and‐graphic learning processes, perceptions, and outcomes. An eye‐tracking experiment of three groups (static, dynamic, and control) was conducted with 60 college and graduate students while learning with PowerPoint slides about infant motor development milestones. Prior knowledge, learning performance, learning perception, and visual attention were assessed by achievement tests, self‐rated scales, and eye‐tracking measures. Analysis of variance and t test results showed that, under a low task‐load condition, no seductive details effect was found for learning achievement but was found for learning process and perception. Decreased attention was found in the relevant pictures in both experimental groups. With more deeply and intensively processing on the seductive animations, the dynamic group perceived more distractions than the static group. Lag sequential analysis results revealed different visual transitional patterns for the groups, providing deep understandings about the process of seductive details effects.