Technological novelty and open‐endedness: Two characteristics of interactive exhibits that contribute to the holding of visitor attention in a science museum

This study was undertaken to isolate characteristics of interactive exhibits that are particularly effective in attracting and holding the attention of visitors in a science museum. Forty‐seven visitors were tracked through two adjacent exhibitions, comprising a total of 61 interactive exhibits. Four exhibit characteristics were identified and examined: technological novelty, user‐centeredness, sensory stimulation, and open‐endedness. Regression analyses show that two of these characteristics, technological novelty and open‐endedness, help to account for the variance in average visitor holding time; these characteristics have positive correlations with the amount of time spent by visitors at exhibits. Nonsignificant results are explained in terms of mitigating environmental and exhibit‐related factors. In addition, topics for future study are suggested.