Search results for "Eye Tracking"

Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures

2021

Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

2016

This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, t…

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

2020

Drawing on cognitive load theory, congruence research, and dual processing models, the purpose of this study is to determine the effectiveness of online advertising in social media. To this end, three separate studies were conducted. First, using eye-tracking and electroencephalography, we examine the differences, based on whether or not an ad is embedded, in subjects’ visual attention and engagement in a TripAdvisor webpage. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, assessed the impact of congruent/incongruent ads on ad recall. A third study, using ey…

Pictorial content, sequence of conflicting online reviews and consumer decision-making: the stimulus-organism-response model revisited

2020

Abstract Conflicting online reviews challenge the consumer’s decision-making processes. Furthermore, increase in visual content, both positive and negative, adds complexity. This study analyses conflicting online reviews based on text and photos using automatic processing patterns and conscious perceptions. The study is built on the stimulus-organism-response model revisited by Jacoby (2002), and captures nonlinear eye-tracking data and a questionnaire. A fsQCA analysis suggests that the order of the positive and negative stimuli strongly influence the way respondents perceive the overall meaning of a sequence of online reviews, supporting primacy-recency effects. In addition, the visualiza…

Attentional biases toward emotional images in the different episodes of bipolar disorder: an eye-tracking study.

2014

Attentional biases toward emotional information may represent vulnerability and maintenance factors in bipolar disorder (BD). The present experimental study examined the processing of emotional information in BD patients using the eye-tracking technology. Bipolar patients in their different states (euthymia, mania, depression) simultaneously viewed four pictures with different emotional valence (happy, neutral, sad, threatening) for 20 s while their eye movements were monitored. A group of healthy individuals served as the control. The data revealed the following: (i) a decrease in attention to happy images in BD patients in their depressive episodes compared to healthy individuals, and (ii…

2018

A music reader has to “look ahead” from the notes currently being played—this has usually been called the Eye-Hand Span. Given the restrictions on processing time due to tempo and meter, the Early Attraction Hypothesis suggests that sight readers are likely to locally increase the span of looking ahead in the face of complex upcoming symbols (or symbol relationships). We argue that such stimulus-driven effects on looking ahead are best studied using a measure of Eye-Time Span (ETS) which redefines looking ahead as the metrical distance between the position of a fixation in the score and another position that corresponds to the point of metrical time at fixation onset. In two experiments of…

Chapter 12. Multimodal measurement of cognitive load during subtitle processing

2018

Sight-reading expertise: cross-modality integration investigated using eye tracking

2011

International audience; It is often said that experienced musicians are capable of hearing what they read (and vice versa). This suggests that they are able to process and to integrate multimodal information. The present study investigates this issue with an eye-tracking technique. Two groups of musicians chosen on the basis of their level of expertise (experts, non-experts) had to read excerpts of poorly-known classical piano music and play them on a keyboard. The experiment was run in two consecutive phases during which each excerpt was (1) read without playing and (2) sight-read (read and played). In half the conditions, the participants heard the music before the reading phases. The exc…

All Eyes on Me

2020

Duo musicians exhibit a broad variety of bodily gestures, but it is unclear how soloists’ and accompanists’ movements differ and to what extent they attract observers’ visual attention. In Experiment 1, seven musical duos’ body movements were tracked while they performed two pieces in two different conditions. In a congruent condition, soloist and accompanist behaved according to their expected musical roles; in an incongruent condition, the soloist behaved as accompanist and vice versa. Results revealed that behaving as soloist, regardless of the condition, led to more, smoother, and faster head and shoulder movements over a larger area than behaving as accompanist. Moreover, accompanists …

On the influence of context-based complexity on information search patterns: An individual perspective

2014

Although context-based complexity measured as the similarity and conflict across alternatives is dependent on individual preference structures, existing studies investigating the influence of context-based complexity on information search patterns have largely ignored that context-based complexity is user- and preference-dependent. Addressing this research gap, this article elicits the individual preferences of decision makers by using the pairwise-comparison-based preference measurement (PCPM) technique and records individuals' search patterns using eye tracking. Our results show that an increased context-based complexity leads to an increase in information acquisition and the use of a mor…