University of Illinois Urbana-Champaign

Informing current models of time perception by looking at cognitive load during the use of short form video applications (SVAs)

Paltaratskaya, Veranika

Content Files
PALTARATSKAYA-THESIS-2023.pdf

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https://hdl.handle.net/2142/121947

Description

Title
Informing current models of time perception by looking at cognitive load during the use of short form video applications (SVAs)
Author(s)
Paltaratskaya, Veranika
Issue Date
2023-10-25
Director of Research (if dissertation) or Advisor (if thesis)
Wise, Kevin
Committee Member(s)
  • Sar, Sela
  • Fisher, Jacob
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
  • Time perception
  • cognitive load
  • LC4MP
  • eye tracking
Abstract
Short-form video applications (SVAs) such as Tik-Tok, YouTube (shorts), and Instagram (reels) are becoming increasingly popular. No research has been conducted on changes in time perceptions during and after SVA use even though the ability to correctly estimate the amount of time spent on an SVA can have downstream consequences for productivity and mental well-being of individuals (Huang et al. 2022). This study aims to determine whether people's retrospective evaluations of SVA use follow current models of time perception which predict the dependence of time estimates on attention and memory. A secondary aim is to test whether the estimate of subjective duration is correlated with people’s memory for individual videos as well as the cognitive load they experience during SVA use. For this study, 53 participants watched a series of Tik Tok videos while an eye tracker recorded their visual attention, then reported their time perception and memory for the videos. Results showed that while participants perceive time to be passing faster than usual while watching Tik Tok videos, they tend to overestimate the actual time that has elapsed. Additionally, participants experienced increased cognitive load (as measured by eye tracking measures) at the end of videos as opposed to other parts of the videos. Implications of these findings for the study of time perception and media use are discussed.
Graduation Semester
2023-12
Type of Resource
Thesis
Handle URL
https://hdl.handle.net/2142/121947
Copyright and License Information
Copyright 2023 Veranika Paltaratskaya

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