scholarly journals STUDY ON DEVELOPING AND APPLYING EYE-TRACKING TECHNIQUE TO FOOD CONSUMER BEHAVIOR IN VIETNAM: A STUDY ON MOONCAKES

2018 ◽  
Vol 55 (5A) ◽  
pp. 1
Author(s):  
Thi Minh Hang Vu
Keyword(s):  
Consumer Behavior ◽  
Eye Tracking ◽  
Food Choice ◽  
Choice Behavior ◽  
Decision Making Process ◽  
Eye Tracker ◽  
Tracking Technique ◽  
Visit Duration ◽  
And Behavior ◽  
The Relationship

Eye-tracking method has been increasingly used for studying food consumer behavior in the last few years because of its objectivity. This study applied eye-tracking technique to investigate the food choice behavior of Vietnamese consumers: from gazing, and expected liking to perceived liking. The Tobii T60 eye-tracker was used for recording and analysing the gazing behavior of consumers. Four traditional mooncakes with different ingredients were tested by 70 Vietnamese participants: 1) Product pictures were shown on a screen. Participants had to choose the product they liked the most. During this process, gazing behavior was recorded with an eye-tracker; 2) Product samples were served for tasting. Participants had to rated their perceived liking using conventional 9-point hedonic scale.Results showed that the investigated gazing behavior parameters (fixation count, fixation duration, visit duration and visit count) correlated significantly in a positive way with the “wanting to try” choice. Moreover, this choice is in compliance with “perceived liking”. Results have been discussed considering the relationship between eye-movements, decision making process and choosing behavior. This study applied a new objective technique to study food consumer behavior. Moreover, it opens preliminarily a multiple-tool approach in improving the understanding of consumers’ food choice perception and behavior.

scholarly journals Best Thing Is Always in the Middle? An Investigation of Centrality Preference By Eye-Tracking Technique and Memory Recall

2018 ◽  
Vol 12 ◽  
Author(s):  
Lap-Yan Lo ◽  
Cheuk-Yu Tsang
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Recall Test ◽  
Number Line ◽  
Mental Number Line ◽  
Horizontal Line ◽  
Memory Recall ◽  
Tracking Technique ◽  
Fixation Points ◽  
The Relationship

An object located in the centre position is believed to be the most attended and well remembered, which increases its likelihood of being chosen (i.e., centrality preference). However, the literature has yielded inconsistent evidence. With the support of an eye-tracking technique, this study tried to provide another means of examining the relationship between preference and attention. Thirty undergraduates were asked to choose one of five similar items presented on a horizontal line. The findings on eye fixation points and looking duration positively related to the probability of an item being chosen as the preferred item. Yet performance in a recall test revealed an independence between preference and remembering. Furthermore, an unexpectedly large proportion of the participants also preferred the items on the leftmost side of the array. The mental number line and social norms, together with centrality preference, were used to provide an explanation of our implicit preference in decision making.

Modern Furniture Color Image Based on Eye Tracking

2012 ◽  
Vol 157-158 ◽  
pp. 410-414 ◽  
Author(s):  
Ji Feng Xu ◽  
Han Ning Zhang
Keyword(s):  
Eye Tracking ◽  
Eye Movement ◽  
Color Image ◽  
Vision System ◽  
Human Vision ◽  
Relative Importance ◽  
Human Vision System ◽  
Eye Tracker ◽  
Color Features ◽  
The Relationship

The relationship between modern furniture color image and eye tracking has been of interest to academics and practitioners for many years. We propose and develop a new view and method exploring these connections, utilizing data from a survey of 31 testees’ eye tracking observed value. Using Tobii X120 eye tracker to analyze eye movement to furniture samples in different hue and tones colors, we highlight the relative importance of the effect of furniture color on human vision system and show that the connections between furniture color features with color image.

scholarly journals Consumer Food-Choice Behaviour Model

2011 ◽  
pp. 87-97
Author(s):  
Dileep Kumar M. ◽  
Normala S Govindarajo
Keyword(s):  
Food Choice ◽  
Choice Behavior ◽  
Longitudinal Design ◽  
Food Choices ◽  
World Music ◽  
Specific Reference ◽  
Music Festival ◽  
Causative Factors ◽  
Research Philosophy ◽  
And Behavior

International Festivals are common in all countries. However countries hosting international festivals are unaware of the expectations and behavior of travellers related to their food choice behavior before their visit. A study was conducted with specific reference to Rainforest World Music Festival (RWMF), Sarawak, Malaysia, to explore the food choice behavior of international travellers relating to neophobic behavior. The study followed interpretive research philosophy and exploratory study design with phenomenological interpretations, case studies and Delphi method. The research design integrated a longitudinal design during 2016 to 2017 period to develop a food choice consumer behavior model with triangulated tools and methods, identified causative factors related to consumer food choices. The study followed purposive sampling with a sample of 148travelers during the festival and data collection was done with the triangulated tools of indepth interviews, content analysis and observation following phenomenology method. The investigators came up with a thematic model in relation to food choice behavior of RWMF travelers, by extending theoretical and practical contributions.

Using eye-tracking to examine the role of first and second language glosses

2020 ◽  
pp. 136216882092856
Author(s):  
Hyeonah Kang ◽  
Soo-Ok Kweon ◽  
Sungmook Choi
Keyword(s):  
Second Language ◽  
Eye Tracking ◽  
Vocabulary Test ◽  
Eye Tracker ◽  
Reading Behaviors ◽  
Word Forms ◽  
Comprehensive Picture ◽  
L1 And L2 ◽  
The Relationship

This study employs eye-tracking to investigate how first (L1) and second language (L2) glosses affect lexical uptake and reading behaviors in L2 learners of English. The study also explores the relationship between lexical uptake and reading behaviors as a function of gloss type. To investigate this, 81 Korean university students were asked to read a baseline passage with no gloss or the same passage with glosses in the study’s L1 (Korean) or L2 (English). Their eye movements were recorded with an eye tracker as they read, and they were subsequently asked to respond to two vocabulary tests. Analyses of eye-tracking data and vocabulary test scores revealed that the presence or absence of L1 and L2 glosses might produce differences in lexical uptake and dissimilar attentional mechanisms. For instance, the study found that L1 and L2 glosses failed to significantly enhance the acquisition of visual word forms, whereas both types of glosses were significantly effective in consolidating form–meaning associations. Additionally, correlation analyses indicated that the relationship between reading behaviors and lexical acquisition might differ depending on gloss type. Ultimately, our findings provide a more comprehensive picture of L1 and L2 gloss effects, and have significant implications for L2 pedagogy.

scholarly journals Emotional Expression Processing and Depressive Symptomatology: Eye-Tracking Reveals Differential Importance of Lower and Middle Facial Areas of Interest

2020 ◽  
Vol 2020 ◽  
pp. 1-7 ◽  
Author(s):  
Laurie Hunter ◽  
Laralin Roland ◽  
Ayesha Ferozpuri
Keyword(s):  
Depressive Symptoms ◽  
Eye Tracking ◽  
Depressive Symptomatology ◽  
Emotional Expressions ◽  
Eye Tracker ◽  
Area Of Interest ◽  
Visit Duration ◽  
The Face ◽  
Areas Of Interest ◽  
Expression Processing

The current study explored the eye-tracking patterns of individuals with nonclinical levels of depressive symptomatology when processing emotional expressions. Fifty-three college undergraduates were asked to label 80 facial expressions of five emotions (anger, fear, happiness, neutral, and sadness) while an eye-tracker measured visit duration. We argue visit duration provides more detailed information for evaluating which features of the face are used more often for processing emotional faces. Our findings indicated individuals with nonclinical levels of depressive symptomatology process emotional expressions very similarly to individuals with little to no depressive symptoms, with one noteworthy exception. In general, individuals in our study visited the “T” region, lower and middle AOIs (Area of Interest), more often than upper and noncore areas, but the distinction between the lower and middle AOIs appears for happiness only when individuals are higher in depressive symptoms.

Developing a Model of Organic Food Choice Behavior

2015 ◽  
Vol 43 (2) ◽  
pp. 217-230 ◽  
Author(s):  
Bo Won Suh ◽  
Anita Eves ◽  
Margaret Lumbers
Keyword(s):  
Food Choice ◽  
Choice Behavior ◽  
Behavioral Control ◽  
Organic Food ◽  
Purchase Behavior ◽  
Perceived Behavioral Control ◽  
Factors Affecting ◽  
Intention To Purchase ◽  
Original Survey ◽  
The Relationship

We investigated the purchase intentions of consumers with respect to organic food and identified the determinants of the relationship between intended and realized purchase behavior. We conducted 2 surveys with South Korean consumers and developed a new organic food choice behavior model that reflects the relationship determinants. The factors affecting intention to purchase were evaluated using a survey based on the theory of planned behavior. Realized purchases were established through follow-up interviews with a subset (n = 20) of the participants who had completed the original survey. The key influences on intention to purchase were, in descending order, consumer past experience, attitude, the subjective norm, trust, and perceived behavioral control. The determinants of actual purchase behavior were unexpected circumstances, living circumstances, and price.

scholarly journals HUBUNGAN ANTARA SELF-CONTROL DENGAN PERILAKU KONSUMTIF ONLINE SHOPPING PRODUK FASHION PADA MAHASISWA FAKULTAS KEDOKTERAN UNIVERSITAS SAM RATULANGI ANGKATAN 2011

2015 ◽  
Vol 3 (1) ◽  
Author(s):  
Regina C. M. Chita ◽  
Lydia David ◽  
Cicilia Pali
Keyword(s):  
Consumer Behavior ◽  
Online Shopping ◽  
Self Control ◽  
Shopping Behavior ◽  
Cross Sectional ◽  
Consecutive Sampling ◽  
Fashion Products ◽  
Online Shopping Behavior ◽  
And Behavior ◽  
The Relationship

Abstract: Self-control on adolescent is the capacity which can be used to control external variables that determine behavior. Conditions of unstable teenage emotions lead them to become consumerists. Teen consumer behavior on fashion products is to support their presentation. Consumer behavior is happening also more facilitated by the existence of Online Shopping. This study aimed to find out whether there was a relationship between self-control with consumer online shopping behavior of fashion products in students faculty of medicine University of Sam Ratulangi force 2011.This study was analytic with cross sectional approach. Sampling techniques are used i.e. consecutive sampling. The respondents were students of Faculty of Medicine University of Sam Ratulangi batch 2011 with a total number of 174 respondents. Data were obtained by using questionnaires self-control and behavior consumer online shopping fashion products. The technique analysis of the test data by using correlation Sperman Rank with error prediction of α = 0,05. The results showed that there was a relationship between support self-control by consumer online shopping behavior of fashion products in students faculty of medicine University of Sam Ratulangi force 2011, with test correlation value obtained Sperman Rank p = 0.000 <α = 0.05. With the value of the correlation of -0.485 which belong to the category of being. The negative sign indicates the direction of the relationship means the higher self-control then the lower consumer online shopping behavior of fashion products, otherwise the lower self-control then the higher consumer behavior online shopping fashion products. Conclusion: There was a relationship between self-control and consumer online shopping behavior of fashion products among students of Faculty of Medicine University of Sam Ratulangi batch 2011.Keywords: self-control, consumer behavior, online shopping, fashion productsAbstrak: Self-control pada remaja merupakan kapasitas dalam diri yang dapat digunakan untuk mengontrol variabel-variabel luar yang menentukan tingkah laku.Kondisi emosi remaja yang tidak stabil membuat remaja menjadi konsumtif. Perilaku konsumtif remaja pada produk fashion adalah untuk mendukung presentasi mereka. Perilaku konsumtif yang terjadi juga lebih dimudahkan dengan adanya Online Shopping. Penelitian ini bertujuan untuk mencari tahuapakah ada hubungan antara self-control dengan perilaku konsumtif online shopping produk fashion pada mahasiswa Fakultas Kedokteran Universitas Sam Ratulangi angkatan 2011. Penelitian ini bersifat analitik dengan pendekatan cross sectional. Teknik pengambilan sampel yang digunakan yaitu consecutive sampling. Subyek penelitian adalah mahasiswa Fakultas Kedokteran Universitas Sam Ratulangi angkatan 2011 dengan jumlah 174 responden. Pengambilan data dengan menggunakan kuesioner self-control dan perilaku konsumtif online shopping produk fashion. Teknik analisa data dengan menggunakan uji korelasi Sperman Rank dengan galat pendugaan α=0,05. Hasil penelitian didapatkan bahwa terdapat hubungan antara dukungan self-control dengan perilaku konsumtif online shopping produk fashion pada mahasiswa Fakultas Kedokteran Universitas Sam Ratulangi angkatan 2011, dengan uji korelasi Sperman Rank didapatkan nilai p = 0,000 < α = 0,05. Dengan nilai korelasi sebesar -0,485 yang termasuk kedalam kategori sedang. Tanda negatif menunjukan arah hubungan artinya semakin tinggi self-control maka semakin rendah perilaku konsumtif online shopping produk fashion, sebaliknya semakin rendah self-control maka semakin tinggi perilaku konsumtif online shopping produk fashion. Simpulan: Terdapat hubungan antara self-control dengan perilaku konsumtif online shopping produk fashion pada mahasiswa Fakultas Kedokteran Universitas Sam Ratulangi angkatan 2011Kata kunci: self-control, perilaku konsumtif, online shopping, produk fashion

scholarly journals USING EYE-TRACKING TO SUPPORT BIG DATA DRIVEN PROPERTY VALUATION TOOLS

2021 ◽  
Vol XLVI-4/W1-2021 ◽  
pp. 111-114
Author(s):  
B. Soundararaj ◽  
C. Pettit
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Large Scale ◽  
Decision Making Process ◽  
Eye Tracker ◽  
Hedonic Price ◽  
Property Valuation ◽  
Valuation Process ◽  
Collecting Methods

Abstract. Building and using large scale, Automated Valuation Models (AVM) is one of the key multi-disciplinary pursuits in the study of cities and their economies. The methods used in building these AVMs such as ‘hedonic price modelling’ require a ‘co-design’ approach which needs significant collaboration and feedback between the modellers and the users of these models. The success of this collaborative approach depends crucially on our ability to capture the inputs and feedback from users without the bias and uncertainties present in traditional data collecting methods. In this paper, we explore and demonstrate the use of ‘eye-tracking’ technology in devising an objective methodology for collecting user feedback for co-design exercises. We employed a remote eye tracker in conjunction with traditional questionnaires to capture the decision making process of participants as buyers while selecting a property among a set of available options. We then compared the factors they reported to be important in their decision-making process to the factors they actually considered when looking at property listings. In our experiments, we found that pictures and maps captured more than 95% of the attention from buyers compared to the descriptive or statistical information showing the significance of the interface and medium of the valuation process. When responding to questionnaires, participants as property buyers reported that the attributes of a property such as number of beds, baths, quality of construction from pictures and location are equally important in selecting one over others. In contrast, when measured by an eye-tracker, we found that the participants gave significantly more attention to the quality of construction and location of the property compared to other factors. These preliminary results, though not definitive, demonstrate the value and usefulness of eye-tracking as a technique for capturing and measuring the factors that influence the desirability and in turn the price of a property. This methodology when controlled for characteristics of the participants, the properties and the medium of communication has the potential to help us to identifying and quantifying the relevance of parameters during property valuation and hence improve the accuracy and effectiveness of the corresponding hedonic price models.

Eye tracker as a tool for special teachers - An example of application in deaf education

2020 ◽  
Vol LXXXI (4) ◽  
pp. 255-263
Author(s):  
Jolanta Zielińska
Keyword(s):  
Eye Tracking ◽  
Information Search ◽  
Eye Gaze ◽  
Cognitive Activity ◽  
Cognitive Strategies ◽  
Deaf Education ◽  
Eye Tracker ◽  
Hearing Impairments ◽  
Tracking Technique ◽  
The One

The introduction discusses the distinctive difficulties with reading comprehension of texts in school textbooks experienced by students with hearing impairments in the light of the literature on the subject. Then, the basics of eye tracking are outlined - a technique that was used in the author's research - including such fundamental terms as fixation and saccades. The main part of the article is a report on the author’s research whose aim was to determine the effectiveness of reading short educational texts in the field of science where different types of infographics were used, and to compare the cognitive process specific to information search in students with hearing impairments to the one in their hearing peers. A test was used as a research method. The research was conducted with the use of the eye tracking technique. Results were presented graphically and numerically. The graphical forms included: a heat map, i.e., a map showing a participant's visual fixation - and thus indirectly his or her focus of attention - and a scan path, which shows fixations and saccades following one another, thus revealing eye gaze behaviors. Conclusions from the research showed that the eye tracking technique could be used to assess a person’s cognitive activity, and in particular, to determine what information layout in an infographic is best suited to the abilities of students with hearing impairments and activates similar cognitive strategies in them to those in their hearing peers, and so should be prevalent in textbooks for this group of students.

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