Method for guiding a user to a predetermined target

An information processing apparatus that determines a direction to browsed next as a guiding direction with a location of content displayed by a display of the information processing apparatus as a reference location; determines a perceptual strength of each of a plurality of active elements disposed in different locations on or within a casing of the information processing apparatus based on the guiding direction; and controls each of the plurality of active elements based on the perceptual strengths.