Using eye-tracking technology to investigate the redundant effect of multimedia web pages on viewers’ cognitive processes

2011 ◽  
Vol 27 (6) ◽  
pp. 2410-2417 ◽  
Author(s):  
Han-Chin Liu ◽  
Meng-Lung Lai ◽  
Hsueh-Hua Chuang
Keyword(s):  
Eye Tracking ◽  
Cognitive Processes ◽  
Web Pages ◽  
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.

The Use of Eye-Tracking in Spatial Thinking Research

2019 ◽  
pp. 588-609
Author(s):  
Alina Nazareth ◽  
Rosalie Odean ◽  
Shannon M. Pruden
Keyword(s):  
Eye Tracking ◽  
Language Processing ◽  
Cognitive Processes ◽  
Response Times ◽  
Eye Gaze ◽  
Cognitive Strategy ◽  
Spatial Thinking ◽  
Educational Pedagogy ◽  
Spatial Tasks ◽  
Tracking Technology

This chapter highlights the benefits of eye-tracking technology in spatial thinking research, specifically in the study of complex cognitive processes used to solve spatial tasks including cognitive strategy selection, cognitive strategy flexibility and spatial language processing. The consistent sex differences found in spatial thinking research (i.e., mental rotation), with males outperforming females, is concerning given the link between spatial ability and success in the STEM fields. Traditional methods like self-reports, checklists and response times methods may not be sufficient to study complex cognitive processes. Advances in eye-tracking technology make it possible to efficiently record and analyze voluminous eye-gaze data as an indirect measure of underlying cognitive processes involved in solving spatial tasks. A better understanding of the cognitive processes underlying spatial thinking will facilitate the design of effective training and educational pedagogy that encourages spatial thinking across both males and females.

Using Eye-Tracking Technology to Understand How Graphic Organizers Aid Student Learning

2017 ◽  
pp. 220-238 ◽  
Author(s):  
Linlin Luo ◽  
Kenneth A. Kiewra ◽  
Markeya S. Peteranetz ◽  
Abraham E. Flanigan
Keyword(s):  
Eye Tracking ◽  
Student Learning ◽  
Cognitive Processes ◽  
Graphic Organizers ◽  
Graphic Organizer ◽  
Future Research ◽  
Research Directions ◽  
The Past ◽  
Future Research Directions ◽  
Tracking Technology

In the past three decades, several studies have found an achievement advantage for studying graphic organizers such as a hierarchy or matrix over studying linear displays such as a text or outline (e.g., Dye, 2000; Guri-Rosenblit, 1989; Kauffman & Kiewra, 2010). However, little was learned about how students study graphic organizers and the cognitive processes involved. Recently, the advancement of eye-tracking technology has provided a means to examine how students actually study graphic organizers and the types of processing that occur. The purpose of this chapter is to explore how eye-tracking technology can be used to understand how graphic organizers aid student learning. Specifically, this chapter introduces graphic organizer research and theory, reviews recent research that used eye-tracking technology to study graphic organizers, and offers future research directions.

scholarly journals Exploring Applications of Eye Tracking in Operational Meteorology Research

2016 ◽  
Vol 97 (11) ◽  
pp. 2019-2025 ◽  
Author(s):  
Katie A. Wilson ◽  
Pamela L. Heinselman ◽  
Ziho Kang
Keyword(s):  
Data Collection ◽  
Eye Tracking ◽  
Real Time ◽  
Cognitive Processes ◽  
Eye Gaze ◽  
Decision Processes ◽  
The Future ◽  
Types Of Information ◽  
Research Domains ◽  
Tracking Technology

Abstract Eye-tracking technology can observe where and how someone’s eye gaze is directed, and therefore provides information about one’s attention and related cognitive processes in real time. The use of eye-tracking methods is evident in a variety of research domains, and has been used on few occasions within the meteorology community. With the goals of Weather Ready Nation in mind, eye-tracking applications in meteorology have so far supported the need to address how people interpret meteorological information through televised forecasts and graphics. However, eye tracking has not yet been applied to learning about forecaster behavior and decision processes. In this article, we consider what current methods are being used to study forecasters and why we believe eye tracking is a method that should be incorporated into our efforts. We share our first data collection of an NWS forecaster’s eye gaze data, and explore the types of information that these data provide about the forecaster’s cognitive processes. We also discuss how eye-tracking methods could be applied to other aspects of operational meteorology research in the future, and provide motivation for further exploration on this topic.

The Use of Eye-Tracking in Spatial Thinking Research

2017 ◽  
pp. 239-260
Author(s):  
Alina Nazareth ◽  
Rosalie Odean ◽  
Shannon M. Pruden
Keyword(s):  
Eye Tracking ◽  
Language Processing ◽  
Cognitive Processes ◽  
Response Times ◽  
Eye Gaze ◽  
Cognitive Strategy ◽  
Spatial Thinking ◽  
Educational Pedagogy ◽  
Spatial Tasks ◽  
Tracking Technology

This chapter highlights the benefits of eye-tracking technology in spatial thinking research, specifically in the study of complex cognitive processes used to solve spatial tasks including cognitive strategy selection, cognitive strategy flexibility and spatial language processing. The consistent sex differences found in spatial thinking research (i.e., mental rotation), with males outperforming females, is concerning given the link between spatial ability and success in the STEM fields. Traditional methods like self-reports, checklists and response times methods may not be sufficient to study complex cognitive processes. Advances in eye-tracking technology make it possible to efficiently record and analyze voluminous eye-gaze data as an indirect measure of underlying cognitive processes involved in solving spatial tasks. A better understanding of the cognitive processes underlying spatial thinking will facilitate the design of effective training and educational pedagogy that encourages spatial thinking across both males and females.

Using an Eye Tracker to Measure Information Processing According to Need for Cognition Level

2018 ◽  
Vol 46 (11) ◽  
pp. 1869-1880 ◽  
Author(s):  
Di Wu ◽  
Yuntao Gao ◽  
Danmin Miao
Keyword(s):  
Information Processing ◽  
Eye Movements ◽  
Eye Tracking ◽  
Cognitive Processes ◽  
Fixation Duration ◽  
Reading Speed ◽  
Need For Cognition ◽  
Eye Tracker ◽  
Persuasive Messages ◽  
Tracking Technology

The need for cognition (NC) refers to the tendency for people to vary in the extent to which they engage in, and enjoy, cognitively effortful activities. However, few studies on NC have been conducted to investigate cognitive processes by using eye-tracking technology. Thus, we measured differences in eye movement between individuals high versus low in NC. We presented 43 undergraduates with persuasive messages on postponed retirement. Meanwhile, their eye movements were recorded using eye-tracking technology. Additionally, participants completed measures of attitude and recall of arguments. Our findings showed that participants high in NC recalled more arguments but did not form more favorable attitudes than did those low in NC. Furthermore, compared to those low in NC, those with high NC recorded longer eye fixation duration, more fixations, slower reading speed, and shorter saccade (movement) lengths. Finally, there were no differences between the two groups concerning the distribution (short, medium, and long fixations) and the proportion of regressions. Eye-tracking technology contributes to further understanding of characteristics of individuals high versus low in NC during reading.

If Eyes are the Window to Our Soul, What Role does Eye-Tracking Play in Accounting Research?

2018 ◽  
Vol 31 (2) ◽  
pp. 107-133 ◽  
Author(s):  
Edward J. Lynch ◽  
Lindsay M. Andiola
Keyword(s):  
Eye Tracking ◽  
Cognitive Processes ◽  
Research Tool ◽  
Future Research ◽  
Behavioral Accounting ◽  
Research Directions ◽  
Psychological Constructs ◽  
Instructional Resource ◽  
Future Research Directions ◽  
Research Domains

ABSTRACT Recent advances in technology have increased the accessibility and ease in using eye-tracking as a research tool. These advances have the potential to benefit behavioral accounting researchers' understanding of the cognitive processes underlying individuals' judgments, decisions, and behaviors. However, despite its potential and wide use in other disciplines, few behavioral accounting studies use eye-tracking. The purpose of this paper is to familiarize accounting researchers with eye-tracking, including its advantages and limitations as a research tool. We start by providing an overview of eye-tracking and discussing essential terms and useful metrics, as well as the psychological constructs they proxy. We then summarize eye-tracking research across research domains, review accounting studies that use eye-tracking, and identify future research directions across accounting topics. Finally, we provide an instructional resource to guide those researchers interested in using eye-tracking, including important considerations at each stage of the study. JEL Classifications: M41; C91.

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