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

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.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2023

Author dc:creator

• Paltaratskaya, Veranika

Contributors dc:contributor

• Wise, Kevin
• Sar, Sela
• Fisher, Jacob

• Time Perception
• Cognitive Load
• Lc4mp
• Eye Tracking

Statement dc:rights

• Copyright 2023 Veranika Paltaratskaya

Language dc:language

en, eng

Handle dc:identifier

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

OAI record oai:identifier

https://www.ideals.illinois.edu/oai-pmh?verb=GetRecord&metadataPrefix=etdms&identifier=oai%3Awww.ideals.illinois.edu%3A2142%2F121947