9. Creating Effective Health Promotion Messages: Using Eye Tracking Technology Coupled with Masked Recall to Determine the Effectiveness of Loss and Gain Framed Osteoporosis Advertisements

2017 ◽  
Author(s):  
Jordanne Dalgleish
Keyword(s):  
Eye Tracking ◽  
Dwell Time ◽  
Message Framing ◽  
Persuasive Communication ◽  
Communication Tool ◽  
Active Lifestyle ◽  
Change Perceptions ◽  
Eye Fixations ◽  
Vitamin D Supplements ◽  
Tracking Technology

Osteoporosis is a debilitating disease which afflicts over 25 percent of Canadian women over the age of 50, and can lead to serious fractures.(Osteoporosis Canada, 2009) What is the most startling about this disease is that osteoporosis is largely preventable by taking calcium and vitamin D supplements and enjoying a healthy, active lifestyle. The challenge then, is to figure out ways to effectively communicate prevention related health messages. By framing messages either by naming or showing the consequences (loss framed) naming or showing the benefits (gain framed) or simply stating the facts (neutral framed), message framing can be a persuasive communication tool to affect changes in behaviour (Pelletier & Sharp, 2008) Using eye tracking technology‐ which is a device used to measure a participant’s attention to advertisements ‐ data will be collected to monitor the number of eye fixations, and the dwell time, or total amount of time looking at a particular advertisement. This information will be used to determine what types of messages (loss, gain, or neutral framed) garner more audience attention. The eye tracking data will be coupled with an exercise after the eye tracking experiment where participants are asked to recall what was written in the health advertisement messages. This exercise will provide information on whether loss, gain or neutral framed messages were more effective for audience recollection, which is significant because the messages recalled more easily are more likely to change perceptions, attitudes and behaviours.

The Use of Eye Tracking Technology in Aesthetic Surgery: Analyzing Changes in Facial Attention Following Surgery

2020 ◽  
Vol 40 (12) ◽  
pp. 1269-1279
Author(s):  
Russell S Frautschi ◽  
Nadeera Dawlagala ◽  
Eric W Klingemier ◽  
Hannah S England ◽  
Nicholas R Sinclair ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Quantitative Data ◽  
Dwell Time ◽  
Assessment Tool ◽  
Aesthetic Surgery ◽  
Facial Rejuvenation ◽  
Fixation Time ◽  
Postoperative Changes ◽  
Areas Of Interest ◽  
Tracking Technology

Abstract Background The ability to quantitatively analyze how we look at a face and determine if this changes following facial surgery should be of interest to the plastic surgeon. Eye tracking technology (ETT) provides the ability to record where observers fixate when viewing a facial image, enabling quantitative data to be obtained comparing pre- and postoperative changes. Objectives The authors sought to investigate ETT as a novel outcome assessment tool, determining if facial rejuvenation surgery shifts attention away from the prominent signs of aging, and if so, where this attention shifts. Methods Twenty-five volunteers viewed 32 randomized frontal, oblique, and lateral images of 11 patients pre- and post-facelift. An eye movement monitoring system recorded the observer’s eye position, net dwell time, fixation count, fixation time, and revisits into predefined areas of interest. Data were grouped and analyzed by angle and areas of interest. Paired t tests were employed to detect significant differences in pre- and post-images. Results On frontal images, less dwell time, fixations, and revisits were noted on the bottom third, forehead, perioral region, and neck (P < 0.05). On the lateral view, less visual attention was given to the neck, upper third, and perioral region, with more time in the cheek, nose, and middle third (P < 0.05). On oblique images, less attention was given to the neck and upper lid with more aimed at the middle third of the face (P < 0.05). Conclusions ETT provides quantitative data post-facial rejuvenation. Facial aesthetic surgery does alter where observers look when viewing a face, decreasing the time spent inspecting the prominent signs of aging.

scholarly journals Evaluating Eye Tracking Technology for Assessment of Students with Profound and Multiple Learning Difficulties

2021 ◽  
pp. 269-308
Author(s):  
Rajvir Gill ◽  
Sarah Younie
Keyword(s):  
Eye Tracking ◽  
Cognitive Abilities ◽  
Qualitative Methodology ◽  
Assessment Tool ◽  
Learning Difficulties ◽  
Teacher Assessment ◽  
Innovative Technology ◽  
Communication Tool ◽  
Gaze Tracking ◽  
Tracking Technology

Eye-Gaze Tracking Technology (EGTT) is used most commonly as a communication tool for learners with profound and multiple learning difficulties (PMLD). This research investigates the use of EGTT as an assessment tool to provide additional evidence to confirm teacher assessment. The paper contributes to how teachers can address the barriers faced upon assessing students with PMLD through the use EGTT. Data was obtained from a sample of four students with PMLD and physical disabilities located within a special needs school. The qualitative methodology ensured a triangulation of data collection, which included analysis of learners’ heat maps, parent questionnaires and observations of teaching via video capture. It was found that the eye-tracking data provided information on individual learner’s engagement with the learning objectives, which otherwise could not have been communicated. The innovative technology provided an independent data source to inform the teacher’s assessment of the learner’s cognitive abilities. Overall EGTT enabled a more accurate method of teacher assessment of PMLD students’ abilities, giving teachers more confidence with their judgements by providing robust evidence to underpin their professional practice. Where schools want to invest in tools which deliver, this research can guide SEN leaders/schools in deciding potential investment in EGTT equipment and how to use it as an assessment tool.

scholarly journals Effects of age on memory for pragmatic implications in advertising

2021 ◽  
Vol 15 ◽  
pp. 183449092110004
Author(s):  
Jing Yu ◽  
Xue-Rui Peng ◽  
Ming Yan
Keyword(s):  
Older Adults ◽  
Eye Tracking ◽  
Cognitive Processes ◽  
Time Processing ◽  
Movement Data ◽  
Processing Strategies ◽  
Health Related ◽  
Advertising Content ◽  
Inferential Processing ◽  
Tracking Technology

People employ automatic inferential processing when confronting pragmatically implied claims in advertising. However, whether comprehension and memorization of pragmatic implications differ between young and older adults is unclear. In the present study, we used eye-tracking technology to investigate online cognitive processes during reading of misleading advertisements. We found an interaction between age and advertising content, manifested as our older participants generated higher misleading rates in health-related than in health-irrelevant products, whereas this content-bias did not appear in their younger counterparts. Eye movement data further showed that the older adults spent more time processing critical claims for the health-related products than for the health-irrelevant products. Moreover, the correlations between fixation duration on pragmatic implications and misleading rates showed opposite trends in the two groups. The eye-tracking evidence novelly suggests that young and older adults may adopt different information processing strategies to comprehend pragmatic implications in advertising: More reading possibly enhances young adults’ gist memory whereas it facilitates older adults’ verbatim memory instead.

The Effect of Consumer Concern for the Environment, Self-Regulatory Focus and Message Framing on Green Advertising Effectiveness: An Eye Tracking Study

2021 ◽  
pp. 1-29
Author(s):  
Diego Gómez-Carmona ◽  
Francisco Muñoz-Leiva ◽  
Francisco Liébana-Cabanillas ◽  
Ana Nieto-Ruiz ◽  
Myriam Martínez-Fiestas ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Regulatory Focus ◽  
Message Framing ◽  
Advertising Effectiveness ◽  
Green Advertising

The Use of Eye Tracking to Discern the Threshold at Which Metopic Orbitofrontal Deformity Attracts Attention

2020 ◽  
Vol 57 (12) ◽  
pp. 1392-1401
Author(s):  
Mark P. Pressler ◽  
Emily L. Geisler ◽  
Rami R. Hallac ◽  
James R. Seaward ◽  
Alex A. Kane
Keyword(s):  
Surgical Treatment ◽  
Graduate Students ◽  
Eye Tracking ◽  
Dwell Time ◽  
Surgical Intervention ◽  
Three Dimensional ◽  
Average Dwell Time ◽  
Eye Tracker ◽  
Gaze Patterns ◽  
Areas Of Interest

Introduction and Objectives: Surgical treatment for trigonocephaly aims to eliminate a stigmatizing deformity, yet the severity that captures unwanted attention is unknown. Surgeons intervene at different points of severity, eliciting controversy. This study used eye tracking to investigate when deformity is perceived. Material and Methods: Three-dimensional photogrammetric images of a normal child and a child with trigonocephaly were mathematically deformed, in 10% increments, to create a spectrum of 11 images. These images were shown to participants using an eye tracker. Participants’ gaze patterns were analyzed, and participants were asked if each image looked “normal” or “abnormal.” Results: Sixty-six graduate students were recruited. Average dwell time toward pathologic areas of interest (AOIs) increased proportionally, from 0.77 ± 0.33 seconds at 0% deformity to 1.08 ± 0.75 seconds at 100% deformity ( P < .0001). A majority of participants did not agree an image looked “abnormal” until 90% deformity from any angle. Conclusion: Eye tracking can be used as a proxy for attention threshold toward orbitofrontal deformity. The amount of attention toward orbitofrontal AOIs increased proportionally with severity. Participants did not generally agree there was “abnormality” until deformity was severe. This study supports the assertion that surgical intervention may be best reserved for more severe deformity.

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 B-PO04-190 A NOVEL VISUAL DIAGNOSTIC ASSESSMENT OF EXPERT AND NOVICE GAZE PATTERNS ON PEDIATRIC ELECTROCARDIOGRAMS USING EYE TRACKING TECHNOLOGY

Heart Rhythm ◽  
2021 ◽  
Vol 18 (8) ◽  
pp. S356
Author(s):  
Heather Marie Giacone ◽  
Anne M. Dubin ◽  
Scott Ceresnak ◽  
Henry Chubb ◽  
William Rowland Goodyer ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Diagnostic Assessment ◽  
Gaze Patterns ◽  
Expert And Novice ◽  
Tracking Technology
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