By Stephen Bitgood
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Extra resources for Attention and Value: Keys to Understanding Museum Visitors
Exhibit efficiency is the time and effort it takes to process a display’s content. Effective exhibits must be processed quickly if they are to communicate their messages. Summary and Critique Screven included most of the elements identified by our definition of visitor attention. He provided an excellent review of the educational and psychological literature that must be considered in formulating a theory of visitor attention. His concept of “exhibit efficiency” is particularly noteworthy since it emphasizes the importance of time and effort required to process exhibit information.
143). 1. Continuum of attention. Screven recognized the importance of a continuum of attention, repeatedly emphasizing that attention must first be captured and engaged as part of the learning process. However, his writing tended to focus on learning and the engagement of attention. 2. Response-impact measures. Screven argued for multiple measures of attention. He noted that percentages of stopping and viewing time tell us little about a visitor’s degree of involvement. He emphasized the quality of attention (active-passive, focused-unfocused) at each exhibit element, making his approach more diagnostic than Lakota’s.
While he also recognized the importance of capturing and focusing visitor attention as a prerequi- Review of Visitor Attention Theories and Models ◁ 39 site to learning, he had not addressed the specific mechanisms of attention, but has nevertheless recognized that these psychological processes are important. 5. Inferred outcomes. Shettel focused on learning as the major outcome of concern for exhibitions. Summary and Critique Shettel was one of the first to recognize the importance of viewing attention as a continuum, arguing for three measures appropriate for the three stages of attention (attracting power for capture, viewing time for focus, and learning assessment for engagement).