Cognitive Style and Visual Attention in Multimodal Museum Exhibitions: An Eye-Tracking Study on Visitor Experience

Abstract

Exhibition design in museum environments serves as a vital mechanism for enhancing cultural engagement, enriching visitor experience, and promoting heritage preservation. Despite the growing number of museums, improvements in exhibition quality remain limited. In this context, understanding exhibition visual content becomes fundamental to shaping visitor experiences in cultural heritage settings, as it directly influences how individuals perceive, interpret, and engage with displayed information. However, due to individual differences in cognitive processing, standardized visualization strategies may not effectively support all users, potentially resulting in unequal levels of knowledge acquisition and engagement. This study presents a quasi-experimental eye-tracking investigation examining how visualizer–verbalizer (V–V) cognitive styles influence content comprehension in a historical museum context. Participants were classified as visualizers or verbalizers via standardized questionnaires and explored six artifacts displayed through varying information modalities while their eye movements—including fixation durations and transition patterns—were recorded to assess visual processing behavior. The results revealed that participants’ comprehension performance was strongly associated with their visual attention patterns, which differed systematically between visualizers and verbalizers. These differences reflect distinct visual exploration strategies, with cognitive style influencing how individuals allocate attention and process multimodal exhibition content. Eye movement data indicated that visualizers engaged in broader cross-modal integration, whereas verbalizers exhibited more linear, text-oriented strategies. The findings provide empirical evidence for the role of cognitive style in shaping visual behavior and interpretive outcomes in museum environments, underscoring the need for cognitively adaptive exhibition design.