Evaluating Communication Effectiveness Through Eye Tracking: Benefits, State of the Art, and Unresolved Questions

2020 ◽  
pp. 232948841989374 ◽  
Author(s):  
Luis-Alberto Casado-Aranda ◽  
Juan Sánchez-Fernández ◽  
José-Ángel Ibáñez-Zapata
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Cognitive Biases ◽  
Advertising Effectiveness ◽  
Current Evidence ◽  
Communication Effectiveness ◽  
Comprehensive Overview ◽  
Research Gap ◽  
Communication Calls ◽  
The Relationship

Modern eye-tracking techniques have opened a new door of opportunities for evaluating communication effectiveness in a way that minimizes cognitive biases and provides moment-by-moment insights into communication’s attention processes. The increasing body of research applying eye-tracking methodologies, together with the reorientation of the landscape of communication, calls for a comprehensive overview of the scope of research concerning audience’s visual attention to advertising. This is the first study that applies a systematic literature review approach to face this research gap by analyzing 112 papers published between 1979 and 2019 in journals indexed by the ISI Web of Science database. Based on this review, the article examines current evidence determining the visual attention to ads and the relationship between eye-tracking measures and other facets of advertising effectiveness, namely cognitive, affective, and behavioral consumer response. Finally, this article discusses the implications for business communication and proposes directions for academics and professionals intending to explore advertising effectiveness through eye tracking.

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 Back to Basic: Do Children with Autism Spontaneously Look at Screen Displaying a Face or an Object?

2013 ◽  
Vol 2013 ◽  
pp. 1-7 ◽  
Author(s):  
Marie Guimard-Brunault ◽  
Nadia Hernandez ◽  
Laetitia Roché ◽  
Sylvie Roux ◽  
Catherine Barthélémy ◽  
...  
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Children With Autism ◽  
Autism Spectrum ◽  
Constraint Condition ◽  
Autism Group ◽  
Passive Viewing ◽  
Group Time ◽  
Static Images ◽  
The Relationship

Eye-tracking studies on exploration of faces and objects in autism provided important knowledge but only in a constraint condition (chin rest, total time looking at screen not reported), without studying potential differences between subjects with autism spectrum disorder (ASD) and controls in spontaneous visual attention toward a screen presenting these stimuli. This study used eye tracking to compare spontaneous visual attention to a screen displaying a face or an object between children with autism and controls in a nonconstraint condition and to investigate the relationship with clinical characteristics in autism group. Time exploring screen was measured during passive viewing of static images of faces or objects. Autistic behaviors were assessed by the CARS and the BSE-R in autism group. In autism group, time exploring face screen and time exploring object screen were lower than in controls and were not correlated with degree of distractibility. There was no interaction between group and type of image on time spent exploring screen. Only time exploring face screen was correlated with autism severity and gaze impairment. Results highlight particularities of spontaneous visual attention toward a screen displaying faces or objects in autism, which should be taken into account in future eye-tracking studies on face exploration.

Where Children With ADHD Direct Visual Attention During Emotion Knowledge Tasks: Relationships to Accuracy, Response Time, and ADHD Symptoms

2015 ◽  
Vol 22 (8) ◽  
pp. 752-763 ◽  
Author(s):  
Verenea J. Serrano ◽  
Julie Sarno Owens ◽  
Brooke Hallowell
Keyword(s):  
Visual Attention ◽  
Response Time ◽  
Eye Tracking ◽  
Emotion Recognition ◽  
Effect Sizes ◽  
Emotion Knowledge ◽  
Adhd Symptoms ◽  
Children With Adhd ◽  
The Relationship ◽  
Tracking Technology

Objective: Inattention may contribute to emotion recognition deficits in children with ADHD. In the current study, we compared the viewing patterns for emotion stimuli between children with and without ADHD and examined the relationship between viewing patterns, emotion knowledge accuracy, response time, and ADHD symptoms. Method: Eye-tracking technology recorded viewing patterns for emotion stimuli among 45 children (60% male; control n = 26, ADHD n = 19). Results: Overall, viewing patterns of children with and without ADHD were strikingly similar; however, small to large effect sizes (Cohen’s d = −0.73 to 0.93) across emotions suggest that, for some emotions, children with ADHD spend less time viewing relevant areas of images and take longer to respond (i.e., detect an emotion) compared with children without ADHD. Conclusion: Children with ADHD view some emotions differently from children without ADHD. The results provide an important foundation for additional work in this area.

The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts

2012 ◽  
Vol 26 (6) ◽  
pp. 521-531 ◽  
Author(s):  
Christoph Breuer ◽  
Christopher Rumpf
Keyword(s):  
Information Processing ◽  
Visual Attention ◽  
Eye Tracking ◽  
Direct Effect ◽  
Network Model ◽  
Regression Models ◽  
Associative Network ◽  
Research Gap

Although enormous sums are spent on sport sponsorships, knowledge of sponsorship information processing is still limited. For a continuing growth of sponsorship as a field significant improvements in our understanding of sponsoring effectiveness are required. Whereas the direct effect of sponsor signage exposure on sponsor recall has been identified in several studies, attention to sponsor signage as the mediator of sponsorship information has not been investigated thoroughly. Based on spotlight theory and the associative network model of memory, the present paper addresses this research gap and investigates the viewer’s visual attention to sponsorship information by applying eye tracking methodology. Regression models have been estimated to analyze information reception and processing in sport telecasts. The results reveal that the capture of attention is determined by the placement of sponsor signage and by exposure variables. Furthermore, sponsor recall is found to be a function of attention and brand-related variables.

COVID-19 in children: Pathogenesis and current status

2020 ◽  
Author(s):  
Lawrence Frenkel ◽  
Fernando Gomez ◽  
Joseph A Bellanti
Keyword(s):  
Respiratory Disease ◽  
Respiratory Symptoms ◽  
Distress Syndrome ◽  
Clinical Course ◽  
Current Status ◽  
Current Evidence ◽  
Initial Description ◽  
Relationship Of ◽  
Inflammatory Syndrome ◽  
The Relationship

Background: Since its initial description in December 2019 in Wuhan, China, coronavirus disease 2019 (COVID-19) has rapidly progressed into a worldwide pandemic, which has affected millions of lives. Unlike the disease in adults, the vast majority of children with COVID-19 have mild symptoms and are largely spared from severe respiratory disease. However, thereare children who have significant respiratory disease, and some may develop a hyperinflammatory response similar to thatseen in adults with COVID-19 and in children with Kawasaki disease (KD), which has been termed multisystem inflammatory syndrome in children (MIS-C).Objective: The purpose of this report was to examine the current evidence that supports the etiopathogenesis of COVID-19 in children and the relationship of COVID-19 with KD and MIS-C as a basis for a better understanding of the clinical course, diagnosis, and management of these clinically perplexing conditions.Results: The pathogenesis of COVID-19 is carried out in two distinct but overlapping phases of COVID-19: the first triggered by the severe acute respiratory syndrome coronavirus-2 (SARS-CoV-2) itself and the second by the host immune response. Children with KD have fewer of the previously described COVID-19–associated KD features with less prominent acute respiratory distress syndrome and shock than children with MIS-C.Conclusion: COVID-19 in adults usually includes severe respiratory symptoms and pathology, with a high mortality. Ithas become apparent that children are infected as easily as adults but are more often asymptomatic and have milder diseasebecause of their immature immune systems. Although children are largely spared from severe respiratory disease, they canpresent with a SARS-CoV-2–associated MIS-C similar to KD.

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