ANALYZING THE EFFECTIVENESS OF VERBAL-VISUAL LEARNING STYLE RATING (VVLSR) USING EYE-TRACKING TECHNOLOGY

The study aims to analyze the effects of visual and verbal learning with the help of eye-tracking technology. A quantitative research design is adopted to assess verbal/visual performance using eye-tracking technology. The study recruited sixty-two students. The responses of participants were collected regarding the verbal-visual learning style rating (VVLSR). This study used eyetracking technology and assessed the verbal/visual performance of the participants. Fixation count on the map (FCm), Fixation count on the text (FCt), fixation duration on the map (FDm), and fixation duration on the text (FDt) were involved in the measures. Statistical analysis was performed through one-way analysis of variance (ANOVA) and Pearson correlation. Data were gathered with the Tobii X120 and collected with Tobii Studio. The findings revealed a significant relationship between text duration and verbal score (r = 0.543, p < 0.001). One-way ANOVA findings showed a significant impact of learning style on the visual test [F (2.59) = 6.26, p = 0.003]. No significa nt effect of learning style was reported on the verbal test [F (2.59) = 0.957, p = 0.390)]. The study has provided evidence of the effectiveness of visuals in multimedia learning environments. The participants' perceptions varied about the learning procedure. The study found a significant positive impact of using visual and verbal information for better learning and knowledge retention. In the future, the VVLSR will add value to the research in applied cognitive psychology as it will help the psychologist to identify the effects of different verbal/visual learning styles via eye-tracking technology.