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.

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.

Evaluations That Matter: Customer Preferences Using Industry-Based Evaluations and Eye-Gaze Data

2016 ◽  
Author(s):  
Priya Seshadri ◽  
Youyi Bi ◽  
Jaykishan Bhatia ◽  
Ross Simons ◽  
Jeffrey Hartley ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Facial Expressions ◽  
Research Program ◽  
Galvanic Skin Response ◽  
Eye Gaze ◽  
Fixation Time ◽  
Customer Preferences ◽  
Skin Response ◽  
Stimulus Format ◽  
2D And 3D

This study is the first stage of a research program aimed at understanding differences in how people process 2D and 3D automotive stimuli, using psychophysiological tools such as galvanic skin response (GSR), eye tracking, electroencephalography (EEG), and facial expressions coding, along with respondent ratings. The current study uses just one measure, eye tracking, and one stimulus format, 2D realistic renderings of vehicles, to reveal where people expect to find information about brand and other industry-relevant topics, such as sportiness. The eye-gaze data showed differences in the percentage of fixation time that people spent on different views of cars while evaluating the “Brand” and the degree to which they looked “Sporty/Conservative”, “Calm/Exciting”, and “Basic/Luxurious”. The results of this work can give designers insights on where they can invest their design efforts when considering brand and styling cues.

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

scholarly journals Waterpipe Warning Placement and Risk Perceptions: An Eye Tracking Study

2021 ◽  
Vol 45 (1) ◽  
pp. 186-194
Author(s):  
Elizabeth G. Klein ◽  
Mahmood A. Alalwan ◽  
Michael L. Pennell ◽  
David Angeles ◽  
Marielle C. Brinkman ◽  
...  
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Repeated Measures ◽  
Risk Perceptions ◽  
Fixation Time ◽  
Comparable Amount ◽  
Health Warning ◽  
Within Subjects ◽  
The One

Objectives: The purpose of this study was to select a health warning message location on a waterpipe (WP) that both attracted visual attention and conveyed the risks associated with WP smoking. Methods: During June through November 2019, we conducted a within-subjects randomized experiment (N = 74) using eye tracking equipment to examine visual attention to 3 placements of a health warning on the WP (stem, water bowl, hose). We asked young adult ever WP users 3 questions about WP harm perceptions. We used generalized linear mixed models to examine the amount of fixation time spent on the placement locations; we used repeated measures ANOVA to model changes in harm perceptions. Results: There were statistically significant differences across all 3 placement locations; regardless of place, all HWLs attracted a comparable amount of visual attention. Absolute WP harm perceptions significantly increased following the experiment and remained significantly higher at the one-week follow-up, compared to baseline. Conclusions: Warnings on WPs attracted visual attention and increased harm perceptions, and those harm perceptions remained high one week after the experiment. Findings indicate the value of including a warning on the WP device, and underscore the necessity and effectiveness of those health warnings to combat WP harm misperceptions.

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 Using Eye Tracking to Explore Visual Attention in Adolescents With Autism Spectrum Disorder

2021 ◽  
Vol 10 (1) ◽  
pp. 1-18
Author(s):  
Anne M. P. Michalek ◽  
Jonna Bobzien ◽  
Victor A. Lugo ◽  
Chung Hao Chen ◽  
Ann Bruhn ◽  
...  
Keyword(s):  
Autism Spectrum Disorder ◽  
Visual Attention ◽  
Eye Tracking ◽  
Eye Gaze ◽  
Visual Image ◽  
Autism Spectrum ◽  
Spectrum Disorder ◽  
Social Story ◽  
Adolescents With Autism ◽  
Adolescents With Asd

Video social stories are used to facilitate understanding of social situations for adolescents with autism spectrum disorder (ASD). This study explored the use of eye tracking technology to understand how adolescents with and without ASD visually attend to video social story content and whether visual attention is related to content comprehension. Six adolescents, with and without ASD, viewed a video social story of visiting a dental office. Eye gaze metrics, including fixation duration and count, and visit duration were collected to measure visual attention, and a knowledge assessment was administered for comprehension. Results indicated adolescents with ASD fixated and maintained visual attention at rates lower than peers without ASD. Adolescents with ASD scored higher (M=77.78) than peers without ASD (M=72.22) on the assessment indicating no relationship between eye gaze metrics and knowledge accuracy. Impact and implications of visual image type on frequency and duration of visual attention generated by participants is discussed.

scholarly journals The Study of Gaze Movement Patterns in Identifying Toilet Sign Pictorial Forms Using Eye Tracking

2019 ◽  
Vol 1 (1) ◽  
pp. 116-122
Author(s):  
Gundara Tiara Maharany ◽  
Martinus Pasaribu ◽  
Andar Bagus Sriwarno
Keyword(s):  
Eye Tracking ◽  
Universal Design ◽  
Eye Gaze ◽  
The Body ◽  
Central Visual Field ◽  
Related Data ◽  
Sign System ◽  
The People ◽  
Different Shapes ◽  
Tracking Device

People’s confusion in interpreting the gender of the toilet sign has caused a hesitation to the people in determining the toilet’s cubicle. In this study, the toilet’s pictorial sign were examined and depicted as stylized forms of men and women. The aim of this research is to collect the data of the people’s eye gaze movement in order to identify the toilet’s sign system. Other related data were also collected through literature to obtain the theories that support the study. Three volunteers were participated in this study. In the first experiment, they had to identify 6 signs with different shapes presented at the same location with their central visual field using an “Eye-tracking” device without being told in advance. In the second experiment, they had to mention the type of gender in the three pairs of 6 toilet signs displayed. The result of the study indicated a difference between the pattern of human’s eyes movements in observing the sign unconsciously and the zoning at the middle represented as the “body” was the most viewed part. This research is expected to provide informations and references for academics, designers and governments in order to create sign system and universal design services. 

scholarly journals Integration of gaze information during online language comprehension and learning

2019 ◽  
Author(s):  
Kyle Earl MacDonald ◽  
Elizabeth Swanson ◽  
Michael C. Frank
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Language Processing ◽  
Language Comprehension ◽  
Visual Information ◽  
Eye Gaze ◽  
The Other ◽  
Face To Face ◽  
Social Partners ◽  
Processing Mechanisms

Face-to-face communication provides access to visual information that can support language processing. But do listeners automatically seek social information without regard to the language processing task? Here, we present two eye-tracking studies that ask whether listeners’ knowledge of word-object links changes how they actively gather a social cue to reference (eye gaze) during real-time language processing. First, when processing familiar words, children and adults did not delay their gaze shifts to seek a disambiguating gaze cue. When processing novel words, however, children and adults fixated longer on a speaker who provided a gaze cue, which led to an increase in looking to the named object and less looking to the other object in the scene. These results suggest that listeners use their knowledge of object labels when deciding how to allocate visual attention to social partners, which in turn changes the visual input to language processing mechanisms.

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