Using an Eye-Tracking Approach to Explore Gender Differences in Visual Attention and Shopping Attitudes in an Online Shopping Environment

2017 ◽  
Vol 34 (1) ◽  
pp. 15-24 ◽  
Author(s):  
Yoon Min Hwang ◽  
Kun Chang Lee
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Online Shopping

scholarly journals Gender differences: visual attention and attitude toward advertisements

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Juliana Cristina Boscolo ◽  
Jorge Henrique Caldeira Oliveira ◽  
Vishwas Maheshwari ◽  
Janaina de Moura Engracia Giraldi
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Content Type ◽  
Print Advertisements ◽  
Significant Difference ◽  
Quota Sampling ◽  
Tracking Device ◽  
Insight Into ◽  
Structured Questionnaire

PurposeThis study examines the differences between genders in visual attention and attitudes toward different types of advertisements.Design/methodology/approachAn experimental design using a structured questionnaire and six print advertisements with a male, female and neutral focus was used to evaluate gender differences. In total, 180 students from a public university in Brazil participated in the study. An eye-tracking device was employed, using the Tobii Studio software, to get the visual attention metrics for this study.FindingsIn the case of the female advertisements, no significant difference between visual attention and attitude was found; however, differences were found in the case of male visual attention to the image and their relative attitudes toward the advertisements.Research limitations/implicationsBecause it is a laboratory experiment using quota sampling, mainly Latin consumers, the potential for broader generalization may be limited. Besides, since they are real image advertisement images, there may be some interference in the respondents' responses from previous interactions with the brand or product exposed or even from a prior observation of this advertisement.Originality/valueThis study provides deeper insight into Latin consumers' preferences and associations, who have a different cultural and national context. This study contributes to the use of the eye-tracking tool as a neuromarketing technique to evaluate and analyze visual attention.

scholarly journals The cognitive processing of an educational app with EEG and ’Eye Tracking’

Comunicar ◽  
2017 ◽  
Vol 25 (52) ◽  
pp. 41-50 ◽  
Author(s):  
Ubaldo Cuesta-Cambra ◽  
José-Ignacio Niño-González ◽  
José Rodríguez-Terceño
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Cognitive Processing ◽  
Visual Fixation ◽  
Men And Women ◽  
Visual Activity ◽  
Subsequent Recall ◽  
Emotional Value ◽  
Content Design

The use of apps in education is becoming more frequent. However, the mechanisms of attention and processing of their contents and their consequences in learning have not been sufficiently studied. The objective of this work is to analyze how information is processed and learned and how visual attention takes place. It also investigates the existence of gender differences. The responses to 15 images are analyzed using 'Eye Tracking' and EEG in a sample of 22 young students. The recall and liking of the stimuli is also analyzed. The characteristics of the images are evaluated by experts. The results indicate that there is a different pattern of visual activity between men and women which does not affect subsequent recall. The recall is determined by the emotional value of the image and its simplicity: more complex images demand more time of visual fixation but are less remembered. EEG responses confirm the importance of the playful component of the memory and low involvement processing. The conclusion is that the behavior against an app of this type resembles the low commitment behavior of advertising itself. Finally, some considerations for the app content design are proposed. El empleo de apps en educación es cada vez más frecuente. Sin embargo, no se han estudiado suficientemente los mecanismos de atención y procesamiento de sus contenidos y sus consecuencias en el aprendizaje. El objetivo de este trabajo es analizar cómo se procesa y aprende la información y qué tipo de atención visual se le presta. También se investiga la posible existencia de diferencias de género. Sobre un total de 22 jóvenes se analizan las respuestas de «Eye Tracking» y electroencefalograma (EEG) frente a 15 estímulos de una app de educación en salud. También se analiza el recuerdo y agrado de los estímulos por parte de los sujetos. Las características de las imágenes son evaluadas por expertos. Los resultados indican que existe un patrón de actividad visual diferente entre hombres y mujeres el cual no incide sobre el recuerdo posterior. El recuerdo viene determinado por el valor emocional de la imagen y su simplicidad: las imágenes más complejas absorben más tiempo de fijación visual pero son recordadas menos. Las respuestas del EEG confirman la importancia del aspecto lúdico sobre el recuerdo. La conclusión es que la conducta frente a una app de este tipo se asemeja a la conducta de bajo compromiso propio de la publicidad.

scholarly journals Assessing Consumer Attention and Arousal Using Eye-Tracking Technology in Virtual Retail Environment

2021 ◽  
Vol 12 ◽  
Author(s):  
Nayeon Kim ◽  
Hyunsoo Lee
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Emotional Arousal ◽  
Retail Environment ◽  
Consumer Responses ◽  
Design Elements ◽  
Total Fixation ◽  
Service Areas ◽  
Visual Merchandising

This study aims at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we experimentally recorded and analyzed the visual attention and emotional arousal of the consumers in a test setting and examined the influence of various elements as well as gender differences in the recorded consumer responses. We conducted an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examined real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants were used for the analysis of total dwell time (TDT), total fixation count (TFC), and average pupil diameter (APD). The visual attention and emotional arousal of consumers showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.

scholarly journals Visual Attention Software: A New Tool for Understanding the “Subliminal” Experience of the Built Environment

2021 ◽  
Vol 11 (13) ◽  
pp. 6197
Author(s):  
Alexandros A. Lavdas ◽  
Nikos A. Salingaros ◽  
Ann Sussman
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Wearable Sensors ◽  
Computer Gaming ◽  
Geometric Patterns ◽  
Relative Design ◽  
Fixation Points ◽  
High Degree ◽  
Artificial Intelligence Application ◽  
Intelligence Application

Eye-tracking technology is a biometric tool that has found many commercial and research applications. The recent advent of affordable wearable sensors has considerably expanded the range of these possibilities to fields such as computer gaming, education, entertainment, health, neuromarketing, psychology, etc. The Visual Attention Software by 3M (3M-VAS) is an artificial intelligence application that was formulated using experimental data from eye-tracking. It can be used to predict viewer reactions to images, generating fixation point probability maps and fixation point sequence estimations, thus revealing pre-attentive processing of visual stimuli with a very high degree of accuracy. We have used 3M-VAS software in an innovative implementation to analyze images of different buildings, either in their original state or photographically manipulated, as well as various geometric patterns. The software not only reveals non-obvious fixation points, but also overall relative design coherence, a key element of Christopher Alexander’s theory of geometrical order. A more evenly distributed field of attention seen in some structures contrasts with other buildings being ignored, those showing instead unconnected points of splintered attention. Our findings are non-intuitive and surprising. We link these results to both Alexander’s theory and Neuroscience, identify potential pitfalls in the software’s use, and also suggest ways to avoid them.

Does What We See Shape History? Examining Workload History as a Function of Performance and Ambient/Focal Visual Attention

2021 ◽  
Vol 18 (2) ◽  
pp. 1-17
Author(s):  
Shannon P. Devlin ◽  
Jennifer K. Byham ◽  
Sara Lu Riggs
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Performance Measure ◽  
Task Demands ◽  
Unexpected Finding ◽  
Impact Performance ◽  
History Effects ◽  
And Performance ◽  
Workload History ◽  
Over Time

Changes in task demands can have delayed adverse impacts on performance. This phenomenon, known as the workload history effect, is especially of concern in dynamic work domains where operators manage fluctuating task demands. The existing workload history literature does not depict a consistent picture regarding how these effects manifest, prompting research to consider measures that are informative on the operator's process. One promising measure is visual attention patterns, due to its informativeness on various cognitive processes. To explore its ability to explain workload history effects, participants completed a task in an unmanned aerial vehicle command and control testbed where workload transitioned gradually and suddenly. The participants’ performance and visual attention patterns were studied over time to identify workload history effects. The eye-tracking analysis consisted of using a recently developed eye-tracking metric called coefficient K , as it indicates whether visual attention is more focal or ambient. The performance results found workload history effects, but it depended on the workload level, time elapsed, and performance measure. The eye-tracking analysis suggested performance suffered when focal attention was deployed during low workload, which was an unexpected finding. When synthesizing these results, they suggest unexpected visual attention patterns can impact performance immediately over time. Further research is needed; however, this work shows the value of including a real-time visual attention measure, such as coefficient K , as a means to understand how the operator manages varying task demands in complex work environments.

Visual attention for solving multiple-choice science problem: An eye-tracking analysis

2012 ◽  
Vol 58 (1) ◽  
pp. 375-385 ◽  
Author(s):  
Meng-Jung Tsai ◽  
Huei-Tse Hou ◽  
Meng-Lung Lai ◽  
Wan-Yi Liu ◽  
Fang-Ying Yang
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Multiple Choice ◽  
Science Problem

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.

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