Exploratory Discoveries from Eye-Tracking Tests of Wertheimer’s Gestalt Patterns

Leonardo ◽  
2020 ◽  
pp. 1-11
Author(s):  
Xinran Hu ◽  
Dinko Bačić
Keyword(s):  
Visual Perception ◽  
Visual Attention ◽  
Eye Tracking ◽  
Closure Principle ◽  
Critical Difference ◽  
Gestalt Principles ◽  
Fundamental Distinction ◽  
Attention And Perception ◽  
Tracking Technology

In this study, we use a novel eye-tracking technology to determine how viewing behavior complies with Wertheimer’s descriptions of Gestalt principles of similarity, proximity, continuation, and closure. Our results show that viewers respond predictably to the most Gestalt principles, while discovering important nuances when it comes to our better understanding of the role of visual attention in closure principle and competing principles. In addition, our results revealed a fundamental distinction between visual attention and visual perception. By grasping this critical difference between attention and perception, designers may become more successful in applying Gestalt principles to their design.

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.

scholarly journals Covert Attention to Gestures Is Sufficient for Information Uptake

2021 ◽  
Vol 12 ◽  
Author(s):  
Kendra Gimhani Kandana Arachchige ◽  
Wivine Blekic ◽  
Isabelle Simoes Loureiro ◽  
Laurent Lefebvre
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Information Extraction ◽  
Sentence Context ◽  
Covert Attention ◽  
Speech Comprehension ◽  
Video Clips ◽  
Degraded Speech ◽  
Different Types ◽  
Tracking Technology

Numerous studies have explored the benefit of iconic gestures in speech comprehension. However, only few studies have investigated how visual attention was allocated to these gestures in the context of clear versus degraded speech and the way information is extracted for enhancing comprehension. This study aimed to explore the effect of iconic gestures on comprehension and whether fixating the gesture is required for information extraction. Four types of gestures (i.e., semantically and syntactically incongruent iconic gestures, meaningless configurations, and congruent iconic gestures) were presented in a sentence context in three different listening conditions (i.e., clear, partly degraded or fully degraded speech). Using eye tracking technology, participants’ gaze was recorded, while they watched video clips after which they were invited to answer simple comprehension questions. Results first showed that different types of gestures differently attract attention and that the more speech was degraded, the less participants would pay attention to gestures. Furthermore, semantically incongruent gestures appeared to particularly impair comprehension although not being fixated while congruent gestures appeared to improve comprehension despite also not being fixated. These results suggest that covert attention is sufficient to convey information that will be processed by the listener.

scholarly journals Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis

2018 ◽  
Vol 10 (9) ◽  
pp. 3038 ◽  
Author(s):  
Tsai Wang ◽  
Chia Tsai ◽  
Ta Tang
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Behavioral Intention ◽  
Performing Arts ◽  
Advertising Effectiveness ◽  
Order Effects ◽  
Attention Restoration ◽  
Experimental Findings ◽  
Experimental Group ◽  
Tracking Technology

The beautiful, natural environment in a tourist hotel’s marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels’ performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel’s (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

scholarly journals Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study

2019 ◽  
Vol 32 (2) ◽  
pp. 161-179
Author(s):  
Patrícia Monteiro ◽  
João Guerreiro ◽  
Sandra Maria Correia Loureiro
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Monitoring Method ◽  
Content Type ◽  
Quality Perceptions ◽  
Consumption Situation ◽  
The Impact

Purpose Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators.. Design/methodology/approach The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions. Originality/value By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.

Social Perception of Facial Feminization Surgery Outcomes: Does Gender Identity Alter Gaze?

2020 ◽  
Author(s):  
Shanique A Martin ◽  
Shane D Morrison ◽  
Viren Patel ◽  
Fermín Capitán-Cañadas ◽  
Anabel Sánchez-García ◽  
...  
Keyword(s):  
Gender Identity ◽  
Eye Tracking ◽  
Social Perception ◽  
Objective Measure ◽  
Multivariate Regression Analysis ◽  
Fixation Time ◽  
Aesthetic Appearance ◽  
Significant Difference ◽  
Attention And Perception ◽  
Tracking Technology

Abstract Background The evaluation of gender-affirming facial feminization surgery (FFS) outcomes can be highly subjective, which has resulted in a limited understanding of the social perception of favorable gender and aesthetic facial appearance following these procedures. The growing use of eye-tracking technology in the assessment of surgical outcomes has introduced an objective measure of viewer subconscious gaze, which may provide more insight into how viewer characteristics may influence gaze, attention and perception of favorable FFS outcomes. Objective In this study, eye-tracking technology was used to measure attention and perception of surgery naïve cisgender female and feminized transgender faces, based on viewer gender identity. Methods Thirty-two participants (18 cisgender and 14 transgender) were enrolled and shown five photos each of surgery naïve cisgender female and feminized transgender faces. Gaze was captured using the Tobii X2 60 eye-tracking device (Tobii, Stockholm, Sweden) and participants rated the gender and aesthetic appearance of each face using Likert-type scales. Results Total image gaze fixation time did not differ by participant gender identity (6.00 vs 6.04 sec, p = 0.889), however, transgender participants spent more time evaluating the forehead/brow, buccal/mandibular regions and chin (p < 0.001). Multivariate regression analysis showed significant associations between viewer gender identity, age, race, and education and the time spent evaluating gender salient facial features. Feminized faces were rated as more masculine with poorer aesthetic appearance than surgery naïve cisgender female faces, however, there was no significant difference in the distribution of gender appearance ratings assigned to each photo by cisgender and transgender participants. Conclusions These results demonstrate that gender identity influences subconscious attention and gaze on female faces. Even so, differences in gaze distribution did not correspond to subjective rated gender appearance for either surgery naïve cisgender female or feminized transgender faces, further illustrating the complexity of evaluating social perception of favorable FFS outcomes.

Gaze Toward Naturalistic Social Scenes by Individuals With Intellectual and Developmental Disabilities: Implications for Augmentative and Alternative Communication Designs

2018 ◽  
Vol 61 (5) ◽  
pp. 1157-1170 ◽  
Author(s):  
Jiali Liang ◽  
Krista Wilkinson
Keyword(s):  
Down Syndrome ◽  
Visual Attention ◽  
Eye Tracking ◽  
Augmentative And Alternative Communication ◽  
Visual Scene ◽  
Alternative Communication ◽  
Social Content ◽  
Reporting Practices ◽  
The Social ◽  
Tracking Technology

Purpose A striking characteristic of the social communication deficits in individuals with autism is atypical patterns of eye contact during social interactions. We used eye-tracking technology to evaluate how the number of human figures depicted and the presence of sharing activity between the human figures in still photographs influenced visual attention by individuals with autism, typical development, or Down syndrome. We sought to examine visual attention to the contents of visual scene displays, a growing form of augmentative and alternative communication support. Method Eye-tracking technology recorded point-of-gaze while participants viewed 32 photographs in which either 2 or 3 human figures were depicted. Sharing activities between these human figures are either present or absent. The sampling rate was 60 Hz; that is, the technology gathered 60 samples of gaze behavior per second, per participant. Gaze behaviors, including latency to fixate and time spent fixating, were quantified. Results The overall gaze behaviors were quite similar across groups, regardless of the social content depicted. However, individuals with autism were significantly slower than the other groups in latency to first view the human figures, especially when there were 3 people depicted in the photographs (as compared with 2 people). When participants' own viewing pace was considered, individuals with autism resembled those with Down syndrome. Conclusion The current study supports the inclusion of social content with various numbers of human figures and sharing activities between human figures into visual scene displays, regardless of the population served. Study design and reporting practices in eye-tracking literature as it relates to autism and Down syndrome are discussed. Supplemental Material https://doi.org/10.23641/asha.6066545

scholarly journals Visual Attention Patterns in Adults According to the Use of Things in Aided AAC VSDs: An Eye-tracking Study

2021 ◽  
Vol 26 (3) ◽  
pp. 718-726
Author(s):  
Jin Hui Lee ◽  
Ji Young Na ◽  
Su Hyang Lee ◽  
Bong Won Yi
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Target Object ◽  
Visual Scene ◽  
Partial Group ◽  
Area Of Interest ◽  
Total Fixation ◽  
Object Usage ◽  
The Difference ◽  
Tracking Technology

Objectives: This study aims to investigate patterns of visual attention on a target object in VSDs (Visual Scene Displays) when they are designed with/without an action of usage of the object. We used eye-tracking technology to evaluate how the action of usage of an object in still photographs influenced the visual attention of adults without disabilities. We tried to examine visual attention on the contents of visual scene displays (VSDs).Methods: 25 college students participated in the study. Eye-tracking technology recorded point-of-gaze while participants viewed 20 photographs. Data from eye-tracking provided information on where participants were visually fixated and paid more attention on the presented VSDs including a target object.Results: Both total fixation duration and average fixation count were statistically significant. Participants visually fixated on the target object longer and more often when the object was being used in the presented VSDs. For AOI (Area Of Interest) time of the first fixation, after analyzing only a partial group that had the data match due to the difference in gaze pattern per subject, the average AOI time of the first fixation was shown to be faster when using an object in 6 out of 10 objects.Conclusion: This study supports the inclusion of an action of an object usage in VSDs suggesting that the act of object usage can partially influence the visual attention pattern of a user.

scholarly journals Students' Processing of Differently Structured Text Materials Focused on Agricultural Waste Disposal Using Eye-tracking

2021 ◽  
Vol 13 (4) ◽  
pp. 85-99
Author(s):  
Kristýna Mudrychová ◽  
Martina Houšková Beránková ◽  
Tereza Horáková ◽  
Milan Houška ◽  
Jitka Mudrychová
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Success Rate ◽  
Waste Disposal ◽  
Agricultural Waste ◽  
Reading Process ◽  
Structured Knowledge ◽  
Textual Form ◽  
Positive Effect ◽  
Tracking Technology

This study was focused on agricultural waste disposal (AWD) textual materials. Two educational texts are compared: designed texts traditionally with no purposeful design and structured knowledge texts, including the textual form of knowledge units. Eye-tracking technology is employed for retrieving the values of critical indicators specifying the way of reading the texts. We analysed users' visual attention and looking behaviour during the reading process. Thirty-three students worked with 45 pieces of educational texts accompanied by a didactic test. Statistical analyses show statistically significant differences neither in any indicator within studying the texts nor in the users' success rate in the didactic test. The users can work with the knowledge structured texts equivalently with the designed texts in the traditional way. The positive effect for AWD is that users can process knowledge structured texts with better results.

DISCUSSION OF VISUAL ATTENTION FOR SOLVING MULTIPLE CHOICE SCIENCE PROBLEM: AN EYE-TRACKING ANALYSIS

2015 ◽  
Author(s):  
Miroslawa Sajka ◽  
◽  
Roman Rosiek ◽  
Keyword(s):  
Problem Solving ◽  
Visual Attention ◽  
Eye Tracking ◽  
Physics Education ◽  
New Technology ◽  
Multiple Choice ◽  
Science Problem ◽  
Scientific Expertise ◽  
Tracking Technology ◽  
Mathematics And Physics

Eye-tracking technology was used to analyze the participants’ visual attention while solving a multiple-choice science problem. The research encompassed 103 people of varying levels of knowledge, from pupils to scientists. The respondents in general devoted more time to analyze the chosen fields. However, the trend is reversed for people with high scientific expertise and criticism and with extreme motivation to solve a problem. The trend depends also on the strategies of solving a problem and conviction about the correctness of the answer. Key words: eye-tracking, mathematics and physics education, problem solving, new technology in didactics of science.

The Importance of Visual Attention and Perception in Journalism

2021 ◽  
pp. 53-86
Author(s):  
Catherine Thompson ◽  
Sharon Coen
Keyword(s):  
Visual Perception ◽  
Visual Attention ◽  
Emotional Processing ◽  
Emotional State ◽  
Visual Images ◽  
Limited Capacity ◽  
Audience Engagement ◽  
Psychological Theories ◽  
Attention And Perception ◽  
The Way

In this chapter, psychological theories of visual perception and attention are considered in relation to journalism. First, the chapter discusses so-called limited capacity processing—that is, humans are limited in the amount of information they can process at any one time. Next, journalists’ use of visual images is discussed. Although a picture ‘may be worth a thousand words’ (or more), journalists also need to take account of so-called ‘wishful seeing’—that people may see only what they want to see. The chapter then considers the phenomenon of ‘priming’ in relation to the way in which a story is framed, which may trigger particular concepts or stereotypes (positive or negative). Finally, the chapter considers emotional processing within journalism—how an individual’s emotional state may impact on their perceptions of a story, and how journalists may utilize emotion to influence audience engagement and comprehension.

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