The role of visual attention in dyslexia: Behavioral and neurobiological evidence

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

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What Is Going on with Visual Attention in Reading and Dyslexia? A Critical Review of Recent Studies

Brain Sciences ◽

10.3390/brainsci12010087 ◽

2022 ◽

Vol 12 (1) ◽

pp. 87

Author(s):

Conrad Perry ◽

Heidi Long

Keyword(s):

Visual Attention ◽

Critical Review ◽

Reading Ability ◽

Reading Performance ◽

Span Task ◽

Causal Effects ◽

Future Research ◽

Different Types ◽

Visual Tasks

This critical review examined current issues to do with the role of visual attention in reading. To do this, we searched for and reviewed 18 recent articles, including all that were found after 2019 and used a Latin alphabet. Inspection of these articles showed that the Visual Attention Span task was run a number of times in well-controlled studies and was typically a small but significant predictor of reading ability, even after potential covariation with phonological effects were accounted for. A number of other types of tasks were used to examine different aspects of visual attention, with differences between dyslexic readers and controls typically found. However, most of these studies did not adequately control for phonological effects, and of those that did, only very weak and non-significant results were found. Furthermore, in the smaller studies, separate within-group correlations between the tasks and reading performance were generally not provided, making causal effects of the manipulations difficult to ascertain. Overall, it seems reasonable to suggest that understanding how and why different types of visual tasks affect particular aspects of reading performance is an important area for future research.

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Visually driven reading deficits: The role of object perception and visual attention

Journal of Vision ◽

10.1167/19.10.172c ◽

2019 ◽

Vol 19 (10) ◽

pp. 172c

Author(s):

Heida M Sigurdardottir ◽

Alexandra Arnardottir ◽

Eydis T Halldorsdottir ◽

Hilma R Omarsdottir ◽

Anna S Valgeirsdottir

Keyword(s):

Visual Attention ◽

Object Perception ◽

Reading Deficits

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The role of simulated motion on visual attention

Journal of Vision ◽

10.1167/6.6.946 ◽

2010 ◽

Vol 6 (6) ◽

pp. 946-946

Author(s):

M. Deller ◽

J. McAuliffe ◽

M. Johnson ◽

B. Weaver ◽

T. Wilson

Keyword(s):

Visual Attention ◽

Simulated Motion

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Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study

International Journal of Wine Business Research ◽

10.1108/ijwbr-03-2019-0017 ◽

2019 ◽

Vol 32 (2) ◽

pp. 161-179

Author(s):

Patrícia Monteiro ◽

João Guerreiro ◽

Sandra Maria Correia Loureiro

Keyword(s):

Visual Attention ◽

Eye Tracking ◽

Purchase Intention ◽

Purchase Intentions ◽

Monitoring Method ◽

Content Type ◽

Quality Perceptions ◽

Consumption Situation ◽

The Impact

Purpose Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators.. Design/methodology/approach The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions. Originality/value By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.

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Anticipatory Defocusing of Attention and Contextual Response Priming but No Role of Aesthetic Appreciation in Simple Symmetry Judgments when Switching between Tasks

Symmetry ◽

10.3390/sym12040577 ◽

2020 ◽

Vol 12 (4) ◽

pp. 577

Author(s):

Svantje T. Kähler ◽

Thomas Jacobsen ◽

Stina Klein ◽

Mike Wendt

Keyword(s):

Visual Attention ◽

Aesthetic Appreciation ◽

Response Priming ◽

Strong Response ◽

Task Requirements ◽

Anticipatory Adjustment ◽

The Aesthetic ◽

Response Congruency

Visual attention can be adjusted to task requirements. We asked participants to switch between judging the symmetry of vertically presented three-letter strings and identifying the central stimulus (i.e., Eriksen task) to investigate anticipatory adjustment of attention. Our experiments provide evidence for anticipatory adjustment of visual attention, depending on the cued task (i.e., focusing and defocusing of attention after the Eriksen task cue and after the symmetry task cue, respectively). Although, symmetry judgments were, overall, considerably slower than the identification of the central letter, the effects of response congruency between tasks were comparable in the two tasks, which suggested strong response priming from concurrent symmetry judgment in Eriksen task trials. Symmetry judgment performance was best for homogeneous letter strings (e.g., HHH), worst for strings that were symmetrical and inhomogeneous (e.g., XHX), and intermediate for asymmetrical strings (e.g., HHX). The difficulty of categorizing symmetrical-inhomogeneous items markedly deviated from the aesthetic ratings of the stimuli, displaying a pronounced preference for symmetrical strings, but only little difference among the symmetrical items, and might be accounted by conflict with response priming based on inhomogeneity detection. Although our study provides little evidence for an effect of aesthetic appreciation in simple symmetry judgments, it demonstrates the strong role of contextual dependencies.

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PERAN TIPE GAMBAR, TAGAR, JUMLAH LIKES DAN INFORMASI HARGA PADA INSTAGRAM TERHADAP INTENSI MEMBELI

J TI UNDIP JURNAL TEKNIK INDUSTRI ◽

10.14710/jati.14.2.71-80 ◽

2019 ◽

Vol 14 (2) ◽

pp. 71

Author(s):

Hasrini Sari ◽

Lidia Anggraeni

Keyword(s):

Visual Attention ◽

Design Method ◽

Statistic Analysis ◽

Eye Tracker ◽

Price Information ◽

Subject Design ◽

Inferential Statistic ◽

Image Type ◽

Picture Type

Penelitian ini bertujuan untuk mengetahui pengaruh desain visual post Instagram dalam hal tipe gambar, tagar, jumlah likes, dan caption berupa informasi harga, terhadap tingkat atensi visual pemirsa, dan intensi pembelian. Keempat elemen tersebut dihipotesiskan akan mempengaruhi atensi visual pemirsa, dan pada akhirnya mempengaruhi intensi membeli. Metode desain eksperimen digunakan untuk menguji hipotesis dengan alat bantu eye tracker untuk mengukur atensi visual. Instagram dari sebuah perusahaan UKM yang menjual tas tangan (pouch) digunakan sebagai objek penelitian. Delapan stimulus berpasangan (gambar produk dan konsumen) yang merupakan dummy post Instagram dirancang berdasarkan hipotesis penelitian, dan satu pasang stimulus post Instagram yang ada saat ini digunakan sebagai kontrol. Empat puluh partisipan dipaparkan kesembilan stimulus menggunakan pendekatan within subject design. Dari hasil statistik deskriptif, ditemukan bahwa partisipan lebih menyukai tipe gambar produk, dan stimulus yang paling disukai yang menampilkan caption keterangan harga, hashtag serta jumlah likes yang banyak. Uji statistik inferensial menunjukkan adanya perbedaan tipe gambar (gambar produk dan gambar konsumen) dan jumlah likes mempengaruhi tingkat atensi visual pemirsa, serta tidak ada hubungan antara tingkat atensi terhadap tampilan Instagram dengan intensi membeli. Abstract[Role Of Image Type, Hashtag, Number Of Likes And Pricing Information On Instagram Against Intensi Buying] This research is intended to investigate the influence of visual design of Instagram concerning picture type, hashtag, number of likes, and price information, on intention to buy. These elements are suggested to influence visual attention of the audience, and ultimately influence the intention to buy. Experiment design method is implemented to test the hypotheses using an eye tracker device to measure visual attention. An Instagram post from an SME offering pouch is used as a research object. Eight paired of dummy Instagram posts (the product picture and the consumer picture) are designed to test the research hypotheses, and a pair of existing Instagram post acts as a control stimulus. Forty participants are exposed to all of the stimuli using a within-subject design approach. Descriptive statistic analysis shows that participants like product picture more than consumer, and stimulus containing price information, hashtag, and many likes. Inferential statistic analysis shows that picture type and likes all influence visual attention and no significant relationship between visual attention and intention to buy.Keywords: Intention to buy; visual attention; statistic inferensia; desain eksperimen

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The Role of Strategic Visual Attention in Children's Drawing Development

Journal of Experimental Child Psychology ◽

10.1006/jecp.1997.2419 ◽

1998 ◽

Vol 68 (2) ◽

pp. 87-107 ◽

Cited By ~ 18

Author(s):

Pamela J. Sutton ◽

David H. Rose

Keyword(s):

Visual Attention

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