The Role of Visual Attention on Managerial Judgment in Balanced Scorecard Performance Evaluation: Insights from Using Eye-Tracking Device

2012 ◽  
Author(s):  
Yasheng Chen ◽  
Johnny Jermias ◽  
Tota Panggabean
Keyword(s):  
Performance Evaluation ◽  
Visual Attention ◽  
Eye Tracking ◽  
Balanced Scorecard ◽  
Tracking Device

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.

Understanding Consumer Behavior Through Eye-Tracking

2020 ◽  
pp. 65-81
Author(s):  
H. Serhat Cerci ◽  
A. Selcuk Koyluoglu
Keyword(s):  
Consumer Behavior ◽  
Visual Attention ◽  
Eye Tracking ◽  
Future Research ◽  
Experimental Laboratory ◽  
The Individual ◽  
Tracking Device ◽  
Tracking Module ◽  
Individual Examination

The purpose of this chapter, which is designed to measure where and how the consumer focuses in an advertising brochure, which visual is more striking, and how much eye strain (twitch) it takes, is to measure the density and visual attention of the eyes through the eye-tracking device during the individual examination. For this study, an experimental laboratory for neuromarketing research was used. After watching the videos and images of the participants in the eye-tracking module, the general evaluations were taken to determine what they remembered, and a comparison opportunity was born. According to the findings, logos, and photographs are more effective than texts. Viewers read large text and skip small text. Suggestions for future research are presented in the chapter.

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.

scholarly journals What Do Physicians Read (and Ignore) in Electronic Progress Notes?

2014 ◽  
Vol 05 (02) ◽  
pp. 430-444 ◽  
Author(s):  
J.L. Marquard ◽  
B. Amster ◽  
M. Romoser ◽  
J. Friderici ◽  
S. Goff ◽  
...  
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Visual Analysis ◽  
Vital Signs ◽  
Patient Data ◽  
Progress Notes ◽  
Clinical Document ◽  
Laboratory Results ◽  
Tracking Device ◽  
Study Participants

Summary Objective: Several studies have documented the preference for physicians to attend to the impression and plan section of a clinical document. However, it is not clear how much attention other sections of a document receive. The goal of this study was to identify how physicians distribute their visual attention while reading electronic notes. Methods: We used an eye-tracking device to assess the visual attention patterns of ten hospitalists as they read three electronic notes. The assessment included time spent reading specific sections of a note as well as rates of reading. This visual analysis was compared with the content of simulated verbal handoffs for each note and debriefing interviews. Results: Study participants spent the most time in the “Impression and Plan” section of electronic notes and read this section very slowly. Sections such as the “Medication Profile”, “Vital Signs” and “Laboratory Results” received less attention and were read very quickly even if they contained more content than the impression and plan. Only 9% of the content of physicians’ verbal handoff was found outside of the “Impression and Plan.” Conclusion: Physicians in this study directed very little attention to medication lists, vital signs or laboratory results compared with the impression and plan section of electronic notes. Optimizing the design of electronic notes may include rethinking the amount and format of imported patient data as this data appears to largely be ignored. Citation: Brown PJ, Marquard JL, Amster B, Romoser M, Friderici J, Goff S, Fisher D. What do physicians read (and ignore) in electronic progress notes? Appl Clin Inf 2014; 5: 430–444 http://dx.doi.org/10.4338/ACI-2014-01-RA-0003

Performance Evaluation of the Gazepoint GP3 Eye Tracking Device Based on Pupil Dilation

2017 ◽  
pp. 166-175 ◽  
Author(s):  
Pujitha Mannaru ◽  
Balakumar Balasingam ◽  
Krishna Pattipati ◽  
Ciara Sibley ◽  
Joseph T. Coyne
Keyword(s):  
Performance Evaluation ◽  
Eye Tracking ◽  
Pupil Dilation ◽  
Tracking Device

scholarly journals Visual attention during the evaluation of facial attractiveness is influenced by facial angles and smile

2018 ◽  
Vol 88 (3) ◽  
pp. 329-337 ◽  
Author(s):  
Seol Hee Kim ◽  
Soonshin Hwang ◽  
Yeon-Ju Hong ◽  
Jae-Jin Kim ◽  
Kyung-Ho Kim ◽  
...  
Keyword(s):  
Young Adults ◽  
Visual Attention ◽  
Eye Tracking ◽  
Eye Gaze ◽  
Facial Attractiveness ◽  
Fixation Time ◽  
Facial Esthetics ◽  
Attractive Face ◽  
Tracking Device ◽  
Face Task

ABSTRACT Objective: To examine the changes in visual attention influenced by facial angles and smile during the evaluation of facial attractiveness. Materials and Methods: Thirty-three young adults were asked to rate the overall facial attractiveness (task 1 and 3) or to select the most attractive face (task 2) by looking at multiple panel stimuli consisting of 0°, 15°, 30°, 45°, 60°, and 90° rotated facial photos with or without a smile for three model face photos and a self-photo (self-face). Eye gaze and fixation time (FT) were monitored by the eye-tracking device during the performance. Participants were asked to fill out a subjective questionnaire asking, “Which face was primarily looked at when evaluating facial attractiveness?” Results: When rating the overall facial attractiveness (task 1) for model faces, FT was highest for the 0° face and lowest for the 90° face regardless of the smile (P < .01). However, when the most attractive face was to be selected (task 2), the FT of the 0° face decreased, while it significantly increased for the 45° face (P < .001). When facial attractiveness was evaluated with the simplified panels combined with facial angles and smile (task 3), the FT of the 0° smiling face was the highest (P < .01). While most participants reported that they looked mainly at the 0° smiling face when rating facial attractiveness, visual attention was broadly distributed within facial angles. Conclusions: Laterally rotated faces and presence of a smile highly influence visual attention during the evaluation of facial esthetics.

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 Role of Prediction in Learned Predictiveness

2020 ◽  
Author(s):  
Carla J. Eatherington ◽  
Mark Haselgrove
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Attentional Bias ◽  
Target Stimulus ◽  
Relative Strength ◽  
Human Participants ◽  
Relevant Outcome

Learning permits even relatively uninteresting stimuli to capture attention if they are established as predictors of important outcomes. Associative theories explain this “learned predictiveness” effect by positing that attention is a function of the relative strength of the association between stimuli and outcomes. In three experiments we show that this explanation is incomplete: learned overt visual-attention is not a function of the relative strength of the association between stimuli and an outcome. In three experiments, human participants were exposed to triplets of stimuli that comprised (i) a target (which defined correct responding), (ii) a stimulus which was perfectly correlated with the presentation of the target and (iii) a stimulus which was uncorrelated with the presentation of the target. Participants’ knowledge of the associative relationship between the correlated/uncorrelated stimuli and the target was always good. However, eye-tracking revealed that an attentional bias towards the correlated stimulus only developed when it AND target-relevant responding preceded the target stimulus. We propose a framework in which attentional changes are modulated during learning as a function the relative strength of the association between stimuli and the task-relevant response, rather than an association between stimuli and the task-relevant outcome.

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