Predicting readers’ domain knowledge based on eye-tracking measures

2018 ◽  
Vol 36 (6) ◽  
pp. 1027-1042 ◽  
Author(s):  
Quan Lu ◽  
Jiyue Zhang ◽  
Jing Chen ◽  
Ji Li
Keyword(s):  
Logistic Regression ◽  
Eye Tracking ◽  
Information Search ◽  
Domain Knowledge ◽  
Fixation Duration ◽  
Baseline Model ◽  
Content Type ◽  
Knowledge Based ◽  
Total Fixation ◽  
Negative Predictor

Purpose This paper aims to examine the effect of domain knowledge on eye-tracking measures and predict readers’ domain knowledge from these measures in a navigational table of contents (N-TOC) system. Design/methodology/approach A controlled experiment of three reading tasks was conducted in an N-TOC system for 24 postgraduates of Wuhan University. Data including fixation duration, fixation count and inter-scanning transitions were collected and calculated. Participants’ domain knowledge was measured by pre-experiment questionnaires. Logistic regression analysis was leveraged to build the prediction model and the model’s performance was evaluated based on baseline model. Findings The results showed that novices spent significantly more time in fixating on text area than experts, because of the difficulty of understanding the information of text area. Total fixation duration on text area (TFD_T) was a significantly negative predictor of domain knowledge. The prediction performance of logistic regression model using eye-tracking measures was better than baseline model, with the accuracy, precision and F(β = 1) scores to be 0.71, 0.86, 0.79. Originality/value Little research has been reported in literature on investigation of domain knowledge effect on eye-tracking measures during reading and prediction of domain knowledge based on eye-tracking measures. Most studies focus on multimedia learning. With respect to the prediction of domain knowledge, only some studies are found in the field of information search. This paper makes a good contribution to the literature on the effect of domain knowledge on eye-tracking measures during N-TOC reading and predicting domain knowledge.

An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

2018 ◽  
Vol 27 (2) ◽  
pp. 146-157 ◽  
Author(s):  
Juan Mundel ◽  
Patricia Huddleston ◽  
Bridget Behe ◽  
Lynnell Sage ◽  
Caroline Latona
Keyword(s):  
Eye Tracking ◽  
Online Survey ◽  
Product Category ◽  
Purchase Intentions ◽  
Product Type ◽  
Content Type ◽  
Attentional Processes ◽  
Potted Plants ◽  
Total Fixation ◽  
The Relationship

Purpose This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey. Findings The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality. Practical implications The findings of this research provide guidelines for marketing minimally branded products. Originality/value The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).

Using the eye-tracking method to study consumer online health information search behaviour

2019 ◽  
Vol 71 (6) ◽  
pp. 739-754 ◽  
Author(s):  
Jacek Gwizdka ◽  
Yan Zhang ◽  
Andrew Dillon
Keyword(s):  
Eye Tracking ◽  
Health Information ◽  
Information Search ◽  
Online Health Information ◽  
Knowledge Gain ◽  
Unique Contribution ◽  
Search Behaviour ◽  
Content Type ◽  
Information Behaviour ◽  
Information Research

Purpose The purpose of this paper is to introduce eye tracking as a method for capturing direct and indirect measures of online human information search behaviour. The unique contribution of eye-tracking data in studying information behaviour is examined in the context of health information research. Design/methodology/approach The need for multiple methods of data collection when examining human online health information behaviour is described and summarised. The nature of human eye movements in information use and reading is outlined and the emergence and application of contemporary eye-tracking technology are explained. Findings The paper summarises key contributions and insights that eye tracking has provided across multiple studies, with examples of both direct data on fixations and gaze durations as well as theoretical assessments of relevance and knowledge gain. Originality/value The paper provides a basic introduction to the application of a unique method for information research in general and online health information search in particular and provides readers with an awareness of how such data are captured and interpreted.

How do People look at Pictures of Pigs? Analyzing Fixation Duration Depending on Pig Expression and Barn Type using Eye-Tracking

2020 ◽  
Vol 69 (4) ◽  
pp. 300-310
Author(s):  
Sarah Gauly ◽  
Gesa Busch ◽  
Achim Spiller ◽  
Ulrich Enneking ◽  
Susanne Kunde ◽  
...  
Keyword(s):  
Facial Expression ◽  
Eye Tracking ◽  
Facial Expressions ◽  
Information Search ◽  
Fixation Duration ◽  
Farm Animals ◽  
Fixation Durations ◽  
New Finding ◽  
Areas Of Interest

Using eye-tracking, this study investigates fixation duration of students viewing pictures of pigs, which systematically vary in the facial expression of the pig and in the barn setting. The aim of this study is to analyze which picture elements are viewed and for how long, as well as how fixation times vary with a change of the expression of the pig and the barn type. The results show clear effects of picture composition: pig expression and pen type affect fixation durations of different areas of interest with the influence of the pig being considerably larger. Face regions are viewed longer in the “happy” pig, while floor/bedding and the eyes are viewed longer in pictures showing the “unhappy” pig which might be a hint for information search. The power of facial expressions, also for the depiction of farm animals, is a new finding of this paper, which might be of importance when selecting agricultural pictures for different purposes.

scholarly journals Effect of Metal Can Labels on Consumer Attention through Eye Tracking Methodology

2016 ◽  
Vol 5 (6) ◽  
pp. 1
Author(s):  
Rupert Andrew Hurley ◽  
Julie Christine Rice ◽  
David Cottrell ◽  
Drew Felty
Keyword(s):  
Eye Tracking ◽  
Fixation Duration ◽  
Qualitative Data ◽  
Collaborative Study ◽  
Package Design ◽  
Trade Show ◽  
Packaged Goods ◽  
Total Fixation ◽  
Control Survey ◽  
Consumer Attention

In today’s market there are a growing number of packaged goods on the shelves that consumers have to sift through in order to make purchasing decision. To stand out from the competition, companies often times change a product’s packaging to revolutionize the product or add important information to the package. Changing the package design can be risky for repeated customers because they become conditioned to the old package design. A private canning company worked with our researchers to conduct an eye tracking study in CUshop™ at PackExpo (tradeshow) 2014 in Chicago, Il to examine the effect of newly added labels on canned creole. Through a collaborative study at this trade show, quantitative and qualitative data was collected on three different canned creole packaging. A total of 272 participants took place in this study to evaluate if adding “can facts” to the package label and litho printing the ends of the cans had an effect on consumer attention compared to the control can. Three eye tracking metrics were tested and statistical analysis yielded significant results for the can facts and litho ends compared to the control for the Total Fixation Duration (TFD) metric. Participants viewed the can fact cans and litho end cans significantly longer than the control. Survey findings found that participants preferred the litho ends 75% compared to the control and the can facts 53% compared to the control. 

scholarly journals The effects of Ponzi schemes and revocation of licences of some financial institutions on financial threat in Ghana

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Edmond Ofori
Keyword(s):  
Logistic Regression ◽  
Health Information ◽  
Financial Institutions ◽  
Information Search ◽  
General Health ◽  
Job Loss ◽  
Binary Logistic Regression ◽  
Research Approach ◽  
Content Type ◽  
Financial Threat

Purpose The purpose of this study was to assess the effects of the Ponzi schemes and revocation of licences of some financial institutions in Ghana on financial threat. Design/methodology/approach The study adopted a quantitative research approach. Convenient sampling method was used to select 435 individuals from three regions in Ghana. Standardize questionnaire developed by the researcher was used as the main data collection instrument. The binary logistic regression was used to test the relationship between the dependent variable and the independent variables. Findings The results of the study showed a positive relationship between financial threat and job loss, general health, information search and loss of investment. However, negative relationship was identified between financial threat and total debt, stress, economic hardship and anxiety. Findings from this study imply that job loss, general health, information search and loss of investment are major factors that determined financial threat in Ghana. Practical implications This indicates that individuals in Ghana have become uncertain regarding the use of current and future financial services in Ghana because most individuals have lost their jobs in the financial institutions, cannot get access to safe drinking water and education, need to gather more information before investing in financial institutions in Ghana and losing of funds invested. Originality/value This study is the first to test the effects of the Ponzi schemes and the revocation of licences of some financial institutions in Ghana on financial threat using binary logistic regression.

Show products or show people: an eye-tracking study of visual branding strategy on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lijie Zhou ◽  
Fei Xue
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Fixation Duration ◽  
First Person ◽  
Optical Elements ◽  
Content Type ◽  
Brand Recognition ◽  
Third Person ◽  
The Impact ◽  
Fixation Frequency

Purpose This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored. Design/methodology/approach The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition. Findings Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration. Originality/value This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).

scholarly journals Eye-tracking research

2021 ◽  
pp. 39-60
Author(s):  
Sylwester Białowąs ◽  
Adrianna Szyszka
Keyword(s):  
Eye Movements ◽  
Eye Tracking ◽  
Internal Model ◽  
Research Method ◽  
Fixation Duration ◽  
Fixation Time ◽  
Total Fixation ◽  
Depth Analysis ◽  
Areas Of Interest

Eye movements provide information on subconscious reactions in response to stimuli and are a reflection of attention and focus. With regard to visual activity, four types of eye movements—fixations, saccades, smooth pursuits and blinks—can be distinguished. Fixations—the number and distribution, total fixation time or average fixation duration are among the most common measures. The capabilities of this research method also allow the determination of scanpaths that track gaze on the image as well as heat- and focus maps, which visually represent points of gaze focus. A key concept in eye-tracking that allows for more in-depth analysis is areas of interest (AOI)—measures can then be taken for selected parts of the visual stimulus. On the other hand, the area of gaze outside the scope of analysis is called white space. The software allows for comparisons of static and non-static stimuli and provides a choice of template, dataset, metrics or data format. In conducting eye-tracking research, proper calibration is crucial, which means that the participant’s gaze should be adjusted to the internal model of the eye-tracking software. In addition, attention should be paid to such aspects as time and spatial control. The exposure time for each participant should be identical. The testing space should be well-lit and at a comfortable temperature.

An Eye Tracking Study of the Effect of Sensory and Price In-Store Displays

2020 ◽  
pp. 23-49
Author(s):  
Clarinda Rodrigues ◽  
Amélia Maria Pinto da Cunha Brandão ◽  
António Filipe Teixeira Macedo ◽  
Karthikeyan Baskaran
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Fixation Duration ◽  
Product Choice ◽  
Message Content ◽  
Cognitive Content ◽  
Affective Stimuli ◽  
Total Fixation ◽  
Positive Feelings ◽  
Sensory Imagery

Using eye tracking, this chapter investigates if the visual attention varies according to the in-store displays message content (price, sensory, and price-sensory). Results show that participants are more responsive to cognitive content messages (price) than affective messages (sensory) alone. Nevertheless, it is demonstrated that participants are prone to devote more time processing in-store displays messages if prices (cognitive stimuli) are combined with sensory messages (affective stimuli), which increases the likelihood of choosing low involvement products. Finally, it was demonstrated that total fixation duration is predictive of low involvement product choice for all home décor products. This study suggests that shoppers might spend more time and effort searching for low involvement products if in-store displays captivate their visual attention and elicit their sensory imagery. Sensory messages can be used by retailers to highlight product intrinsic characteristics. At the same time, they are inducing positive feelings towards low-involvement products.

Knowledge transfer roles of subsidiaries in MNCs’ networks

2019 ◽  
Vol 29 (4) ◽  
pp. 329-346 ◽  
Author(s):  
Cigdem Baskici
Keyword(s):  
Knowledge Transfer ◽  
Single Case ◽  
Research Question ◽  
Hierarchical Structures ◽  
Knowledge Flows ◽  
Consumer Electronics ◽  
Knowledge Network ◽  
Content Type ◽  
Knowledge Based

Purpose Although there have been a considerable number of studies regarding subsidiary role typology in multinationals’ management literature, there appear to be few studies that consider knowledge-based role typology from the network-based perspective. The purpose of this study is to fill this gap and extend the study of Gupta and Govindarajan (1991). Thus, the study focuses on answering the following research question: Do subsidiaries have different roles in terms of knowledge flows within a multinational company (MNC)? Design/methodology/approach This empirical study has been carried out as an explorative single case study. An MNC with 15 foreign subsidiaries headquartered in Turkey, which operated in the manufacturing of household appliances and consumer electronics, has been selected as the case. Knowledge transfer is analyzed in this MNC from the network perspective. Findings Four role typologies are detected for subsidiaries of the MNC: collector transmitter, collector diffuser, converter transmitter and converter diffuser. Research limitations/implications Findings of this study are specific to this case. Testing the findings in a sample consisting of subsidiaries of MNCs producing transnational products may contribute to the generalizability of these roles. Practical implications This study offers potentially important findings for MNC managers to use. First, in this study, knowledge flows' route could be defined within MNCs’ dual network. Second, role typologies could inform MNC managers to design their MNCs’ knowledge network. Originality/value The suggested typologies are expected to more accurately define the roles of subsidiaries within contemporary MNCs which are accepted to be transformed from hierarchical structures to network-based organizations.

scholarly journals Knowledge-based Lean Six Sigma maintenance system for sustainable buildings

2017 ◽  
Vol 8 (1) ◽  
pp. 109-130 ◽  
Author(s):  
Jasim Aldairi ◽  
M.K. Khan ◽  
J. Eduardo Munive-Hernandez
Keyword(s):  
Conceptual Framework ◽  
Six Sigma ◽  
Research Work ◽  
Lean Six Sigma ◽  
Rule Base ◽  
Sustainable Buildings ◽  
Sustainable Building ◽  
Content Type ◽  
Environmentally Sustainable ◽  
Knowledge Based

Purpose This paper aims to develop a knowledge-based (KB) system for Lean Six Sigma (LSS) maintenance in environmentally sustainable buildings (Lean6-SBM). Design/methodology/approach The Lean6-SBM conceptual framework has been developed using the rule base approach of KB system and joint integration with gauge absence prerequisites (GAP) technique. A comprehensive literature review is given for the main pillars of the framework with a typical output of GAP analysis. Findings Implementation of LSS in the sustainable building maintenance context requires a pre-assessment of the organisation’s capabilities. A conceptual framework with a design structure is proposed to tackle this issue with the provision of an enhancing strategic and operational decision-making hierarchy. Research limitations/implications Future research work might consider validating this framework in other type of industries. Practical implications Maintenance activities in environmentally sustainable buildings must take prodigious standards into consideration, and, therefore, a robust quality assurance measure has to be integrated. Originality/value The significance of this research is to present a novel use of hybrid KB/GAP methodologies to develop a Lean6-SBM system. The originality and novelty of this approach will assist in identifying quality perspectives while implementing different maintenance strategies in the sustainable building context.

Sign in / Sign up

Export Citation Format

Share Document