Beyond Eye-Tracking: EEG Evidence for Differential Attentional Processing of LED and Projected Sports Venue Signage

Authors

• Chia-Chan Chang, Shandong University of Engineering and Vocational Technology, Shandong, ChinaFollow
• Simon Chadwick, Emlyon Business School, Shanghai, ChinaFollow
• Jie Liu, Shandong University of Engineering and Vocational Technology, Shandong, ChinaFollow
• Hongying Zhang, Shandong University of Engineering and Vocational Technology, Shandong, ChinaFollow
• Jinming Zong, Shandong University of Engineering and Vocational Technology, Shandong, ChinaFollow

Abstract

Sports venue signage is a strategic broadcast asset, yet little is known about whether LED and projected formats are processed differently. In a randomized-order within-subjects study, 63 participants viewed four 60-second football clips presenting Ping An Bank and C’estbon signage in both formats while eye movements and EEG were recorded. LED produced faster initial orienting to the area of interest (AOI), whereas projected signage showed higher absolute occipital alpha power. Total fixation duration did not differ, and the projected condition’s higher aided recognition was not statistically significant. The findings show distinct visual and neural response profiles, indicating that signage format should be evaluated against specific sponsorship and broadcast communication objectives.

Recommended Citation

Chang, Chia-Chan; Chadwick, Simon; Liu, Jie; Zhang, Hongying; and Zong, Jinming, "Beyond Eye-Tracking: EEG Evidence for Differential Attentional Processing of LED and Projected Sports Venue Signage" (2026). ICEB 2026 Proceedings (Beijing, China). 19.
https://aisel.aisnet.org/iceb2026/19