Eye-tracking IQ: Cognitive capacity and strategy use on a ratio-bias task

PurposeThe purpose of this paper is to understand how the context congruity effects of online product recommendations (PRs) by recommendation agents (RAs) influence consumers’ attention to and memory of recommended products in an online shopping environment.Design/methodology/approachThe study focuses on the context congruity effects of online PRs by examining consumers’ browsing patterns and attention characteristics (fixation counts and fixation duration) using an eye-tracking device and by measuring memory performance with an aided memory test. Three types of PRs (highly congruent, lowly congruent and incongruent PRs) and two degrees of involvement (high and low involvement) are considered.FindingsThe results of the gaze data show that context congruity effects can influence consumers’ PR attention, but this effect is not moderated by involvements. The results of the memory data show that PR recognition is influenced not only by context congruity effects but also by involvement. Another significant finding is that attention to a PR does not necessarily guarantee better memory performance.Practical implicationsThe study significantly contributes to deepening the understanding of how context congruity can influence consumers’ attention to and memory of PRs. The findings also have important managerial and practical implications, such that selecting and presenting PRs should be based on context congruity effects.Originality/valueFirst, introducing context congruity effects to investigate the effectiveness of online PRs by RAs not only provides an important theoretical contribution to research on recommendation effectiveness but also enriches its application. Second, the findings suggest that the relationship between visual attention and memory is not definitely positive. Third, to interpret the complex translation process from attention to memory, the authors propose a methodology that considers stimulus attributes, issue involvement, cognitive capacity and cognitive interference.

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Strategy use on bounded and unbounded number lines in typically developing adults and adults with dyscalculia: An eye-tracking study

Journal of Numerical Cognition ◽

10.5964/jnc.v4i2.115 ◽

2018 ◽

Vol 4 (2) ◽

pp. 337-359 ◽

Cited By ~ 1

Author(s):

Fae Aimée van der Weijden ◽

Erica Kamphorst ◽

Robin Hella Willemsen ◽

Evelyn H. Kroesbergen ◽

Anne H. van Hoogmoed

Keyword(s):

Eye Tracking ◽

Number Sense ◽

Number Line ◽

Strategy Use ◽

Typically Developing ◽

Target Number ◽

Gaze Patterns ◽

Pure Number ◽

Number Lines ◽

New Strategies

Recent research suggests that bounded number line tasks, often used to measure number sense, measure proportion estimation instead of pure number estimation. The latter is thought to be measured in recently developed unbounded number line tasks. Children with dyscalculia use less mature strategies on unbounded number lines than typically developing children. In this qualitative study, we explored strategy use in bounded and unbounded number lines in adults with (N = 8) and without dyscalculia (N = 8). Our aim was to gain more detailed insights into strategy use. Differences in accuracy and strategy use between individuals with and without dyscalculia on both number lines may enhance our understanding of the underlying deficits in individuals with dyscalculia. We combined eye-tracking and Cued Retrospective Reporting (CRR) to identify strategies on a detailed level. Strategy use and performance were highly similar in adults with and without dyscalculia on both number lines, which implies that adults with dyscalculia may have partly overcome their deficits in number sense. New strategies and additional steps and tools used to solve number lines were identified, such as the use of the previous target number. We provide gaze patterns and descriptions of strategies that give important first insights into new strategies. These newly defined strategies give a more in-depth view on how individuals approach a number lines task, and these should be taken into account when studying number estimations, especially when using the unbounded number line.

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An Eye-Tracking Study on the Word Order Preference and the Effect of Phrasal Length in Korean

Communication Sciences & Disorders ◽

10.12963/csd.21861 ◽

2021 ◽

Vol 26 (4) ◽

pp. 964-974

Author(s):

Yunju Nam ◽

Hyenyung Chung ◽

Youngjoo Kim

Keyword(s):

Eye Tracking ◽

Sentence Processing ◽

Word Order ◽

Order Effect ◽

Cognitive Capacity ◽

Cognitive Mechanisms ◽

Essential Components ◽

Order Preference ◽

Canonical Order ◽

Critical Components

Objectives: Although Korean is a typical free word order language, when the same logical meaning is realized in several sentences with different word order, preference for the word order and the processibility of that sentence may vary. In this study, we investigated the word order preference on the instrumental adjunct and argument (direct object) of Korean when they were both short and when one of the two components was lengthened in the sentence using Eye-tracking technology. Additionally, the underlying cognitive mechanisms of the word order preference were discussed.Methods: Thirty-five college students were asked to read 24 sentences consisting of a condition in which both the adjunct and argument were short and one of them was lengthened, and their gaze was tracked.Results: When both components were short, the preferred word order was not confirmed. However, when one of the two components was lengthened, the canonical word order effect of putting the instrumental adjunct before the object argument and the LbS (Long before Short) effect of placing the lengthened components before the short ones were confirmed.Conclusion: The word order preference seems to reflect the strategy of keeping essential components close to the verb and minimizing the efficiency of integrated processing between critical components such as the head of an argument. However, the preference may vary depending on the burden of sentence processing or the level of the cognitive capacity of the processor. The timing at which word order preference is reflected may also vary depending on how strong the effect of the canonical order between two components is.

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An Eye-Tracking Study on Audiovisual Speech Perception Strategies Adopted by Normal-Hearing and Deaf Adults Under Different Language Familiarities

Journal of Speech Language and Hearing Research ◽

10.1044/2020_jslhr-19-00223 ◽

2020 ◽

Vol 63 (7) ◽

pp. 2245-2254 ◽

Cited By ~ 1

Author(s):

Jianrong Wang ◽

Yumeng Zhu ◽

Yu Chen ◽

Abdilbar Mamat ◽

Mei Yu ◽

...

Keyword(s):

Speech Perception ◽

Eye Tracking ◽

Normal Hearing ◽

Audiovisual Speech ◽

Audiovisual Speech Perception ◽

Allocation Pattern ◽

Deaf Adults ◽

Bilingual Speaker ◽

Primary Hypothesis ◽

Standard Chinese

Purpose The primary purpose of this study was to explore the audiovisual speech perception strategies.80.23.47 adopted by normal-hearing and deaf people in processing familiar and unfamiliar languages. Our primary hypothesis was that they would adopt different perception strategies due to different sensory experiences at an early age, limitations of the physical device, and the developmental gap of language, and others. Method Thirty normal-hearing adults and 33 prelingually deaf adults participated in the study. They were asked to perform judgment and listening tasks while watching videos of a Uygur–Mandarin bilingual speaker in a familiar language (Standard Chinese) or an unfamiliar language (Modern Uygur) while their eye movements were recorded by eye-tracking technology. Results Task had a slight influence on the distribution of selective attention, whereas subject and language had significant influences. To be specific, the normal-hearing and the d10eaf participants mainly gazed at the speaker's eyes and mouth, respectively, in the experiment; moreover, while the normal-hearing participants had to stare longer at the speaker's mouth when they confronted with the unfamiliar language Modern Uygur, the deaf participant did not change their attention allocation pattern when perceiving the two languages. Conclusions Normal-hearing and deaf adults adopt different audiovisual speech perception strategies: Normal-hearing adults mainly look at the eyes, and deaf adults mainly look at the mouth. Additionally, language and task can also modulate the speech perception strategy.

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Activation and Persistence of Implicit Causality Information in Spoken Language Comprehension

Experimental Psychology (formerly Zeitschrift für Experimentelle Psychologie) ◽

10.1027/1618-3169/a000002 ◽

2010 ◽

Vol 57 (1) ◽

pp. 5-16 ◽

Cited By ~ 46

Author(s):

Pirita Pyykkönen ◽

Juhani Järvikivi

Keyword(s):

Eye Tracking ◽

Language Comprehension ◽

Spoken Language ◽

Visual World ◽

Implicit Causality ◽

Causality Information ◽

Spoken Language Comprehension

A visual world eye-tracking study investigated the activation and persistence of implicit causality information in spoken language comprehension. We showed that people infer the implicit causality of verbs as soon as they encounter such verbs in discourse, as is predicted by proponents of the immediate focusing account ( Greene & McKoon, 1995 ; Koornneef & Van Berkum, 2006 ; Van Berkum, Koornneef, Otten, & Nieuwland, 2007 ). Interestingly, we observed activation of implicit causality information even before people encountered the causal conjunction. However, while implicit causality information was persistent as the discourse unfolded, it did not have a privileged role as a focusing cue immediately at the ambiguous pronoun when people were resolving its antecedent. Instead, our study indicated that implicit causality does not affect all referents to the same extent, rather it interacts with other cues in the discourse, especially when one of the referents is already prominently in focus.

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