Older Adults’ Perception of Online Health Webpages Using Eye Tracking Technology

2018 ◽  
pp. 531-537 ◽  
Author(s):  
Anushia Inthiran ◽  
Robert D. Macredie
Keyword(s):  
Older Adults ◽  
Eye Tracking ◽  
Tracking Technology

scholarly journals Effects of age on memory for pragmatic implications in advertising

2021 ◽  
Vol 15 ◽  
pp. 183449092110004
Author(s):  
Jing Yu ◽  
Xue-Rui Peng ◽  
Ming Yan
Keyword(s):  
Older Adults ◽  
Eye Tracking ◽  
Cognitive Processes ◽  
Time Processing ◽  
Movement Data ◽  
Processing Strategies ◽  
Health Related ◽  
Advertising Content ◽  
Inferential Processing ◽  
Tracking Technology

People employ automatic inferential processing when confronting pragmatically implied claims in advertising. However, whether comprehension and memorization of pragmatic implications differ between young and older adults is unclear. In the present study, we used eye-tracking technology to investigate online cognitive processes during reading of misleading advertisements. We found an interaction between age and advertising content, manifested as our older participants generated higher misleading rates in health-related than in health-irrelevant products, whereas this content-bias did not appear in their younger counterparts. Eye movement data further showed that the older adults spent more time processing critical claims for the health-related products than for the health-irrelevant products. Moreover, the correlations between fixation duration on pragmatic implications and misleading rates showed opposite trends in the two groups. The eye-tracking evidence novelly suggests that young and older adults may adopt different information processing strategies to comprehend pragmatic implications in advertising: More reading possibly enhances young adults’ gist memory whereas it facilitates older adults’ verbatim memory instead.

Effects of aging and noncanonical form presentation on idiom processing: Evidence from eye tracking

2020 ◽  
pp. 1-27
Author(s):  
Katja I. Haeuser ◽  
Shari Baum ◽  
Debra Titone
Keyword(s):  
Older Adults ◽  
Eye Movements ◽  
Eye Tracking ◽  
Healthy Aging ◽  
Idiom Comprehension ◽  
First Pass ◽  
Effects Of Aging ◽  
Open Question ◽  
Idiom Processing ◽  
Noncanonical Form

Abstract Comprehending idioms (e.g., bite the bullet) requires that people appreciate their figurative meanings while suppressing literal interpretations of the phrase. While much is known about idioms, an open question is how healthy aging and noncanonical form presentation affect idiom comprehension when the task is to read sentences silently for comprehension. Here, younger and older adults read sentences containing idioms or literal phrases, while we monitored their eye movements. Idioms were presented in a canonical or a noncanonical form (e.g., bite the iron bullet). To assess whether people integrate figurative or literal interpretations of idioms, a disambiguating region that was figuratively or literally biased followed the idiom in each sentence. During early stages of reading, older adults showed facilitation for canonical idioms, suggesting a greater sensitivity to stored idiomatic forms. During later stages of reading, older adults showed slower reading times when canonical idioms were biased toward their literal interpretation, suggesting they were more likely to interpret idioms figuratively on the first pass. In contrast, noncanonical form presentation slowed comprehension of figurative meanings comparably in younger and older participants. We conclude that idioms may be more strongly entrenched in older adults, and that noncanonical form presentation slows comprehension of figurative meanings.

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

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.

scholarly journals B-PO04-190 A NOVEL VISUAL DIAGNOSTIC ASSESSMENT OF EXPERT AND NOVICE GAZE PATTERNS ON PEDIATRIC ELECTROCARDIOGRAMS USING EYE TRACKING TECHNOLOGY

Heart Rhythm ◽  
2021 ◽  
Vol 18 (8) ◽  
pp. S356
Author(s):  
Heather Marie Giacone ◽  
Anne M. Dubin ◽  
Scott Ceresnak ◽  
Henry Chubb ◽  
William Rowland Goodyer ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Diagnostic Assessment ◽  
Gaze Patterns ◽  
Expert And Novice ◽  
Tracking Technology

Shared Gaze Visualizations in Collaborative Interactions: Past, Present and Future

2021 ◽  
Author(s):  
Sarah D’Angelo ◽  
Bertrand Schneider
Keyword(s):  
Eye Tracking ◽  
Social Interactions ◽  
Small Groups ◽  
Future Research ◽  
Remote Collaboration ◽  
The Past ◽  
Collaborative Interactions ◽  
Significant Step ◽  
Shared Gaze ◽  
Tracking Technology

Abstract The past decade has witnessed a growing interest for using dual eye tracking to understand and support remote collaboration, especially with studies that have established the benefits of displaying gaze information for small groups. While this line of work is promising, we lack a consistent framework that researchers can use to organize and categorize studies on the effect of shared gaze on social interactions. There exists a wide variety of terminology and methods for describing attentional alignment; researchers have used diverse techniques for designing gaze visualizations. The settings studied range from real-time peer collaboration to asynchronous viewing of eye-tracking video of an expert providing explanations. There has not been a conscious effort to synthesize and understand how these different approaches, techniques and applications impact the effectiveness of shared gaze visualizations (SGVs). In this paper, we summarize the related literature and the benefits of SGVs for collaboration, describe important terminology as well as appropriate measures for the dual eye-tracking space and discuss promising directions for future research. As eye-tracking technology becomes more ubiquitous, there is pressing need to develop a consistent approach to evaluation and design of SGVs. The present paper makes a first and significant step in this direction.

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