Search results for "Eye Tracking"
showing 10 items of 117 documents
Using eye-tracking to assess sourcing during multiple document reading: A critical analysis
2018
During the last 15 years, there have been some efforts to extend the use of eye - tracking to researching reading in complex contexts, such as the reading of multiple documents. The research community involved in this extension has been interested in higher - order comprehensio n processes occurring in complex reading contexts, such as sourcing, defined as the processes of attending to, representing, evaluating, and using available or accessible information about the sources of textual content. In this article, we argue that exte nding eye - tracking research to investigate more complex reading contexts has been made without critically reflecting on its validity in those contexts . Specific…
Sixth graders’ evaluation strategies when reading Internet search results : an eye-tracking study
2018
Eye-tracking technology was used to examine Internet search result evaluation strategies adopted by sixth-grade students (N = 36) during ten experimental information search tasks. The relevancy of the search result’s title, URL, and snippet components was manipulated and selection of search results as well as looking into probabilities on the search result components was analysed. The results revealed that during first-pass inspection, students read the search engine page by first looking at the title of a search result. If the title was relevant, the probability of looking at the snippet of the search result increased. During second-pass inspection, there was a high probability of students…
Don’t miss your train! Just follow the computer screen animation: Comprehension of animated public information graphics
2014
Computer graphic animated information displays have the potential to communicate public information in situations where normal announcement types are ineffective. This study used eye tracking techniques to analyze comprehension mechanism of event-related information on railway traffic disruptions presented via different graphic formats presented on computer screen. 86 participants were asked to understand series of traffic disruption messages delivered via four purely visual formats: Static simultaneous, Static sequential, Animated simultaneous and Animated sequential. Across these four conditions, and contrary to the most common materials used in the studies on animation comprehension, the…
Scanning and deep processing of information in hypertext: an eye tracking and cued retrospective think-aloud study
2016
When students solve problems on the Internet, they have to find a balance between quickly scanning large sections of information in web pages and deeply processing those that are relevant for the task. We studied how high school students articulate scanning and deeper processing of information while answering questions using a Wikipedia document, and how their reading comprehension skills and the question type interact with these processes. By analyzing retrospective think-aloud protocols and eye-tracking measures, we found that scanning of information led to poor hypertext comprehension, while deep processing of information produced better performance, especially in location questions. Thi…
Cueing complex animations: Does direction of attention foster learning processes?
2011
Abstract The time course of learners’ processing of a complex animation was studied using a dynamic diagram of a piano mechanism. Over successive repetitions of the material, two forms of cueing (standard colour cueing and anti-cueing) were administered either before or during the animated segment of the presentation. An uncued group and two other control conditions were also employed. Development of an internal representation of the movements depicted in the animation was evaluated through participant demonstrations of the mechanism’s operation on a replica piano mechanism. Eye tracking (fixation lengths) indicated that overall, conventional visuospatially-based cueing was largely ineffect…
Visual Attention in Virtual Reality Settings: An Abstract
2019
Virtual reality, VR, is challenging marketers to understand both brand interaction and the customer experience at the point of sale. In order to test the usefulness of VR in retailing, research must address how the customer’s visual attention in a VR setting affects his/her behavior. There are two main drivers for this research. First, there has been an enormous growth in recent years in the use of neurophysiological methods to measure visual attention. At the store level, previous works show that attention to products measured through eye tracking influences consumer decision. Second, VR is being increasingly adopted by brands, but research is lacking into comparisons between VR formats. W…
Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach
2021
[EN] This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. …
Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising
2017
[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In add…
Attentional biases towards emotional scenes in autism spectrum condition: An eye-tracking study.
2021
Abstract Background Different attentional processing of emotional information may underlie social impairments in Autism Spectrum Condition (ASC). It has been hypothesized that individuals with ASC show hypersensitivity to threat, which may be related to an avoidance behaviour. However, research on the attentional processing of emotional information in autism is inconclusive. Aim To examine the attentional processing biases of 27 children with ASC and 25 typically developed (TD) participants. Methods and procedures The initial orienting of attention, the attentional engagement, and the attentional maintenance to complex emotional scenes in competition (happy, neutral, threatening, sad) were …
A System for Simultaneous People Tracking and Posture Recognition in the context of Human-Computer Interaction
2005
The paper deals with an artificial-vision based system for simultaneous people tracking and posture recognition In the context of human-computer Interaction. We adopt no particular assumptions on the movement of a person and on Its appearance, making the system suitable to several real-world applications. The system can be roughly subdivided Into two highly correlated phases: tracking and recognition. The tracking phase Is concerned with establishing coherent relations of the same subject between frames. We adopted the Condensation algorithm due to Its robustness In highly cluttered environments. The recognition phase adopts a modified elgenspace technique In order to classify between sever…