Eye-Tracking Information Processing in Choice-Based Conjoint Analysis

This study investigates how online dating profiles, consisting of both pictures and texts, are visually processed, and how both components affect impression formation. The attractiveness of the profile picture was varied systematically, and texts either included language errors or not. By collecting eye tracking and perception data, we investigated whether picture attractiveness determines attention to the profile text and if the text plays a secondary role. Eye tracking results revealed that pictures are more likely to attract initial attention and that more attractive pictures receive more attention. Texts received attention regardless of the picture’s attractiveness. Moreover, perception data showed that both the pictorial and textual cues affect impression formation, but that they affect different dimensions of perceived attraction differently. Based on our results, a new multimodal information processing model is proposed, which suggests that pictures and texts are processed independently and lead to separate assessments of cue attractiveness before impression formation.

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Influence of cognitive style on information processing and selection of yogurt labels: Insights from an eye-tracking study

Food Research International ◽

10.1016/j.foodres.2015.04.023 ◽

2015 ◽

Vol 74 ◽

pp. 1-9 ◽

Cited By ~ 38

Author(s):

Franco Mawad ◽

Marcela Trías ◽

Ana Giménez ◽

Alejandro Maiche ◽

Gastón Ares

Keyword(s):

Information Processing ◽

Eye Tracking ◽

Cognitive Style ◽

Selection Of

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Schematic influences of rape myth acceptance on visual information processing: An eye-tracking approach

Journal of Experimental Social Psychology ◽

10.1016/j.jesp.2011.12.005 ◽

2012 ◽

Vol 48 (3) ◽

pp. 660-668 ◽

Cited By ~ 17

Author(s):

Philipp Süssenbach ◽

Gerd Bohner ◽

Friederike Eyssel

Keyword(s):

Information Processing ◽

Eye Tracking ◽

Visual Information ◽

Visual Information Processing ◽

Rape Myth Acceptance ◽

Rape Myth ◽

Myth Acceptance

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Presentational format and financial consumers’ behaviour: an eye-tracking study

International Journal of Bank Marketing ◽

10.1108/ijbm-02-2018-0041 ◽

2019 ◽

Vol 37 (3) ◽

pp. 821-837 ◽

Cited By ~ 3

Author(s):

Maria Gabriella Ceravolo ◽

Vincenzo Farina ◽

Lucrezia Fattobene ◽

Lucia Leonelli ◽

GianMario Raggetti

Keyword(s):

Information Processing ◽

Eye Tracking ◽

Neural Mechanisms ◽

Financial Disclosure ◽

Sources Of Information ◽

Cross Sectional ◽

Content Type ◽

Nonprofessional Investors ◽

Cross Sectional Design ◽

Practical Implications

Purpose The purpose of this paper is to examine whether financial consumers are sensitive to presentational format of financial disclosure documents and whether this influences the financial attractiveness of products. Design/methodology/approach In order to observe and measure consumers’ attention, the authors exploit the unobtrusive methodology of eye tracking on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design. Findings The analysis reveals that financial information processing and attention distribution are influenced by the way the information is conveyed. Moreover, some layouts induce individuals to rate the products as less financially attractive, independent of the information content. This suggests the importance of studying the neural mechanisms of investors’ behaviour in the scrutiny of financial product documents. Practical implications The results lead to recommend regulators and managers to study how investors respond to financial disclosure documents by exploiting neuroscientific techniques. Moreover, there is a role for the search of any benefit coming from emphasising specific sources of information inside documents. Originality/value This research investigates the influence of presentational format on consumers’ information processing measuring the underlying neurophysiological processes; the consequent perception of financial attractiveness is also explored.

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Eye Gazes Based on Associative Relevance Assist in Decision Making Processes during Scene Perception

International Journal of Marketing Studies ◽

10.5539/ijms.v8n2p74 ◽

2016 ◽

Vol 8 (2) ◽

pp. 74

Author(s):

Gufran Ahmad

Keyword(s):

Decision Making ◽

Information Processing ◽

Eye Movements ◽

Visual Perception ◽

Eye Tracking ◽

Scene Perception ◽

Cognitive Dynamics ◽

Movement Data ◽

Business Applications ◽

Decision Making Processes

<p>Research studies on eye movements in area of information processing task, such as scene perception have recently advanced towards understandings of underlying visual perception mechanism and human cognitive dynamics. Besides, business applications of eye tracking are endlessly revealing groundbreaking trends based on practical scenarios. In this study, we conducted a number of eye tracking experiments to establish our hypothesis that the eye gazes based on the associative relevance found within the contexts of scenes during scene perception significantly supported the processes of decision making. The collected eye movement data from participants who viewed artistic scenes discovered that the tracks of eye gazes traversed along the existing associative relevance among the elements of scenes for decision making processes. These experimental evidences confirmed our hypothesis that the eye gazes based on associative relevance assisted in decision making processes during scene perception.</p>

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How Do Reverse-keyed Items in Inventories Affect Measurement Quality and Information Processing?

Field Methods ◽

10.1177/1525822x19890827 ◽

2019 ◽

Vol 32 (2) ◽

pp. 140-158

Author(s):

Natalja Menold

Keyword(s):

Information Processing ◽

Eye Tracking ◽

Reliability And Validity ◽

The Other ◽

Factorial Structure ◽

Potential Bias ◽

Randomized Experiments ◽

Measurement Quality ◽

Structure Reliability ◽

Heterogeneous Samples

In randomized experiments, inventories with reverse-keyed items are compared with inventories in which all the items are either positively or negatively associated with the underlying concept. The results show that with reverse keying, a control of the potential bias was not sufficient; likewise, the factorial structure, reliability, and validity were negatively affected. An eye-tracking study revealed that respondents did not process information more deeply with the reverse-keyed items than with the other forms. Respondents seemed to find it difficult to process reverse keying mentally so that it is not sufficient to use it in heterogeneous samples and with short inventories.

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