Visual salience can co-exist with dilution during visual selection.

2014 ◽  
Vol 40 (1) ◽  
pp. 7-14 ◽  
Author(s):  
Adam T. Biggs ◽  
Bradley S. Gibson
Keyword(s):  
Visual Selection ◽  
Visual Salience

Visual selection during covert visual search in the human cortex

2008 ◽  
Vol 39 (01) ◽  
Author(s):  
M Olma ◽  
T Donner ◽  
A Kettermann ◽  
A Kraft ◽  
W Sommer ◽  
...  
Keyword(s):  
Visual Search ◽  
Visual Selection ◽  
Human Cortex

scholarly journals Does the visual salience of credit card features affect choice?

2021 ◽  
pp. 1-18
Author(s):  
Matthew D. Hilchey ◽  
Matthew Osborne ◽  
Dilip Soman
Keyword(s):  
Interest Rates ◽  
Random Sample ◽  
Credit Card ◽  
Credit Cards ◽  
Salient Feature ◽  
The Other ◽  
Visual Salience ◽  
Product Features ◽  
Hypothetical Scenario

Abstract Regulators require lenders to display a subset of credit card features in summary tables before customers finalize a credit card choice. Some jurisdictions require some features to be displayed more prominently than others to help ensure that consumers are made aware of them. This approach could lead to untoward effects on choice, such that relevant but nonprominent product features do not factor in as significantly. To test this possibility, we instructed a random sample of 1615 adults to choose between two hypothetical credit cards whose features were shown side by side in tables. The sample was instructed to select the card that would result in the lowest financial charges, given a hypothetical scenario. Critically, we randomly varied whether the annual interest rates and fees were made visually salient by making one, both, or neither brighter than other features. The findings show that even among credit-savvy individuals, choice tends strongly toward the product that outperforms the other on a salient feature. As a result, we encourage regulators to consider not only whether a key feature should be made more salient, but also the guidelines regarding when a key feature should be displayed prominently during credit card acquisition.

scholarly journals Salience-based object prioritization during active viewing of naturalistic scenes in young and older adults

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Antje Nuthmann ◽  
Immo Schütz ◽  
Wolfgang Einhäuser
Keyword(s):  
Older Adults ◽  
Mixed Models ◽  
Age Groups ◽  
The Elderly ◽  
Unique Contribution ◽  
Visual Salience ◽  
Unit Of Analysis ◽  
Scientific Debate ◽  
Object Based ◽  
Image Patches

AbstractWhether fixation selection in real-world scenes is guided by image salience or by objects has been a matter of scientific debate. To contrast the two views, we compared effects of location-based and object-based visual salience in young and older (65 + years) adults. Generalized linear mixed models were used to assess the unique contribution of salience to fixation selection in scenes. When analysing fixation guidance without recurrence to objects, visual salience predicted whether image patches were fixated or not. This effect was reduced for the elderly, replicating an earlier finding. When using objects as the unit of analysis, we found that highly salient objects were more frequently selected for fixation than objects with low visual salience. Interestingly, this effect was larger for older adults. We also analysed where viewers fixate within objects, once they are selected. A preferred viewing location close to the centre of the object was found for both age groups. The results support the view that objects are important units of saccadic selection. Reconciling the salience view with the object view, we suggest that visual salience contributes to prioritization among objects. Moreover, the data point towards an increasing relevance of object-bound information with increasing age.

scholarly journals Glimpse: A Gaze-Based Measure of Temporal Salience

Sensors ◽  
2021 ◽  
Vol 21 (9) ◽  
pp. 3099
Author(s):  
V. Javier Traver ◽  
Judith Zorío ◽  
Luis A. Leiva
Keyword(s):  
Visual Attention ◽  
Computational Models ◽  
Temporal Evolution ◽  
Temporal Consistency ◽  
Visual Salience ◽  
Temporal Dimension ◽  
Spatial Perspective ◽  
Spatio Temporal ◽  
Scoring Algorithms ◽  
Over Time

Temporal salience considers how visual attention varies over time. Although visual salience has been widely studied from a spatial perspective, its temporal dimension has been mostly ignored, despite arguably being of utmost importance to understand the temporal evolution of attention on dynamic contents. To address this gap, we proposed Glimpse, a novel measure to compute temporal salience based on the observer-spatio-temporal consistency of raw gaze data. The measure is conceptually simple, training free, and provides a semantically meaningful quantification of visual attention over time. As an extension, we explored scoring algorithms to estimate temporal salience from spatial salience maps predicted with existing computational models. However, these approaches generally fall short when compared with our proposed gaze-based measure. Glimpse could serve as the basis for several downstream tasks such as segmentation or summarization of videos. Glimpse’s software and data are publicly available.

scholarly journals The Mode Heuristic in Service Consumers’ Interpretations of Online Rating Distributions

2021 ◽  
pp. 109467052110124
Author(s):  
Sarah Köcher ◽  
Sören Köcher
Keyword(s):  
Empirical Evidence ◽  
Graphical Display ◽  
Visual Salience ◽  
Graphical Displays ◽  
Volume Average ◽  
Online Rating ◽  
Process Level ◽  
Shed Light

In this article, the authors demonstrate a tendency among consumers to use the arithmetic mode as a heuristic basis when drawing inferences from graphical displays of online rating distributions in such a way that service evaluations inferred from rating distributions systematically vary by the location of the mode. The rationale underlying this phenomenon is that the mode (i.e., the most frequent rating which is represented by the tallest bar in a graphical display) attracts consumers’ attention because of its visual salience and is thus disproportionately weighted when they draw conclusions. Across a series of eight studies, the authors provide strong empirical evidence for the existence of the mode heuristic, shed light on this phenomenon at the process level, and demonstrate how consumers’ inferences based on the mode heuristic depend on the visual salience of the mode. Together, the findings of these studies contribute to a better understanding of how service customers process and interpret graphical illustrations of online rating distributions and provide companies with a new key figure that—aside from rating volume, average ratings, and rating dispersion—should be incorporated in the monitoring, analyzing, and evaluating of review data.

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