How Does the Personalization Principle in Multimedia Learning Work? An Eye-Tracking Study

• In Event: 61.070 - Instructional Design and Multimedia Principles in Instructional Technology

Abstract

The personalization principle states that multimedia presentations using personalized language promote learning better than those using formal language. Formal texts can be personalized by directly addressing learners using for instance personal pronouns instead of indefinite articles. Although different explanation models exist, the question of why personalization effects occur is not yet clear. Systematic studies on the processes underlying personalization effects are rare. To gain further insights into the impact of language style on learning, an eye-tracking experiment with 37 participants was conducted. They received either a personalized or formal multimedia learning program. We examined whether personalized in comparison to formal learning material results in different patterns of fixation, motivation and learning outcomes. First results will be discussed at the conference.

Authors

• Steffi Zander, Bauhaus-Universität Weimar

• Maria Reichelt, University of Erfurt

• Stefanie Wetzel

• Sven Bertel