scholarly journals Assessing Consumer Attention and Arousal Using Eye-Tracking Technology in Virtual Retail Environment

2021 ◽  
Vol 12 ◽  
Author(s):  
Nayeon Kim ◽  
Hyunsoo Lee
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Emotional Arousal ◽  
Retail Environment ◽  
Consumer Responses ◽  
Design Elements ◽  
Total Fixation ◽  
Service Areas ◽  
Visual Merchandising

This study aims at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we experimentally recorded and analyzed the visual attention and emotional arousal of the consumers in a test setting and examined the influence of various elements as well as gender differences in the recorded consumer responses. We conducted an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examined real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants were used for the analysis of total dwell time (TDT), total fixation count (TFC), and average pupil diameter (APD). The visual attention and emotional arousal of consumers showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.

scholarly journals Visual Attention Patterns in Adults According to the Use of Things in Aided AAC VSDs: An Eye-tracking Study

2021 ◽  
Vol 26 (3) ◽  
pp. 718-726
Author(s):  
Jin Hui Lee ◽  
Ji Young Na ◽  
Su Hyang Lee ◽  
Bong Won Yi
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Target Object ◽  
Visual Scene ◽  
Partial Group ◽  
Area Of Interest ◽  
Total Fixation ◽  
Object Usage ◽  
The Difference ◽  
Tracking Technology

Objectives: This study aims to investigate patterns of visual attention on a target object in VSDs (Visual Scene Displays) when they are designed with/without an action of usage of the object. We used eye-tracking technology to evaluate how the action of usage of an object in still photographs influenced the visual attention of adults without disabilities. We tried to examine visual attention on the contents of visual scene displays (VSDs).Methods: 25 college students participated in the study. Eye-tracking technology recorded point-of-gaze while participants viewed 20 photographs. Data from eye-tracking provided information on where participants were visually fixated and paid more attention on the presented VSDs including a target object.Results: Both total fixation duration and average fixation count were statistically significant. Participants visually fixated on the target object longer and more often when the object was being used in the presented VSDs. For AOI (Area Of Interest) time of the first fixation, after analyzing only a partial group that had the data match due to the difference in gaze pattern per subject, the average AOI time of the first fixation was shown to be faster when using an object in 6 out of 10 objects.Conclusion: This study supports the inclusion of an action of an object usage in VSDs suggesting that the act of object usage can partially influence the visual attention pattern of a user.

scholarly journals Optimizing Fixation Filters for Eye-Tracking on Small Screens

2021 ◽  
Vol 15 ◽  
Author(s):  
Julia Trabulsi ◽  
Kian Norouzi ◽  
Seidi Suurmets ◽  
Mike Storm ◽  
Thomas Zoëga Ramsøy
Keyword(s):  
Social Media ◽  
Eye Tracking ◽  
Eye Gaze ◽  
Methodological Approach ◽  
Detection Algorithm ◽  
Validity And Reliability ◽  
Consumer Responses ◽  
Detection Algorithms ◽  
Total Fixation ◽  
Fixation Detection

The study of consumer responses to advertising has recently expanded to include the use of eye-tracking to track the gaze of consumers. The calibration and validation of eye-gaze have typically been measured on large screens in static, controlled settings. However, little is known about how precise gaze localizations and eye fixations are on smaller screens, such as smartphones, and in moving feed-based conditions, such as those found on social media websites. We tested the precision of eye-tracking fixation detection algorithms relative to raw gaze mapping in natural scrolling conditions. Our results demonstrate that default fixation detection algorithms normally employed by hardware providers exhibit suboptimal performance on mobile phones. In this paper, we provide a detailed account of how different parameters in eye-tracking software can affect the validity and reliability of critical metrics, such as Percent Seen and Total Fixation Duration. We provide recommendations for producing improved eye-tracking metrics for content on small screens, such as smartphones, and vertically moving environments, such as a social media feed. The adjustments to the fixation detection algorithm we propose improves the accuracy of Percent Seen by 19% compared to a leading eye-tracking provider’s default fixation filter settings. The methodological approach provided in this paper could additionally serve as a framework for assessing the validity of applied neuroscience methods and metrics beyond mobile eye-tracking.

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 A Constellation of Eye-Tracking Measures Reveals Social Attention Differences in ASD and the Broad Autism Phenotype

2021 ◽  
Author(s):  
Kritika Nayar ◽  
Frederick Shic ◽  
Molly Winston ◽  
Molly Losh
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Autism Spectrum ◽  
Social Attention ◽  
Group Differences ◽  
Factor Scores ◽  
Total Fixation ◽  
Parent Groups ◽  
And Control ◽  
Over Time

Abstract Background: Social attention differences, expressed through gaze patterns, have been documented in autism spectrum disorder (ASD), with subtle differences also reported among first-degree relatives, suggesting a shared genetic link. Findings have mostly been derived from standard eye-tracking methods (total fixation count or total fixation duration). Given the dynamics of visual attention, these standard methods may obscure subtle, yet core, differences in visual attention mechanisms, particularly those presenting sub-clinically. This study applied a constellation of eye-tracking analyses to gaze data from individuals with ASD and their parents. Methods: This study included n=156 participants across groups, including ASD (n=24) and control (n=32) groups, and parents of individuals with ASD (n=61) and control parents (n=39). A complex scene with social/non-social elements was displayed and gaze tracked via an eye tracker. Eleven analytic methods from the following categories were analyzed: 1) standard variables, 2) temporal dynamics (e.g., gaze over time), 3) fixation patterns (e.g., perseverative or regressive fixations), 4) first fixations, and 5) distribution patterns. MANOVAs, growth curve analyses, and Chi-squared tests were applied to examine group differences. Finally, group differences were examined on factor scores derived from a principal component analysis (PCA) that reduced variables to distinct dimensions.Results: No group differences emerged among standard, first fixation, and distribution pattern variables. Both the ASD and ASD parent groups demonstrated reduced social attention over time and atypical perseverative fixations. Lower social attention factor scores derived from PCA strongly differentiated the ASD and ASD parent groups from controls, with parent findings driven by the subset of parents demonstrating the broad autism phenotype.Limitations: To generalize these findings, larger sample sizes, extended viewing contexts (e.g., dynamic stimuli), and even more eye-tracking analytical methods are needed. Conclusions: Fixations over time and perseverative fixations differentiated ASD and the ASD parent groups from controls, with the PCA most robustly capturing social attention differences. Findings highlight their methodological utility in studies of the (broad) autism spectrum to capture nuanced visual attention differences that may relate to clinical symptoms in ASD, and reflect genetic liability in clinically unaffected relatives. This proof-of-concept study may inform future studies using eye tracking across populations where social attention is impacted.

scholarly journals The cognitive processing of an educational app with EEG and ’Eye Tracking’

Comunicar ◽  
2017 ◽  
Vol 25 (52) ◽  
pp. 41-50 ◽  
Author(s):  
Ubaldo Cuesta-Cambra ◽  
José-Ignacio Niño-González ◽  
José Rodríguez-Terceño
Keyword(s):  
Gender Differences ◽  
Visual Attention ◽  
Eye Tracking ◽  
Cognitive Processing ◽  
Visual Fixation ◽  
Men And Women ◽  
Visual Activity ◽  
Subsequent Recall ◽  
Emotional Value ◽  
Content Design

The use of apps in education is becoming more frequent. However, the mechanisms of attention and processing of their contents and their consequences in learning have not been sufficiently studied. The objective of this work is to analyze how information is processed and learned and how visual attention takes place. It also investigates the existence of gender differences. The responses to 15 images are analyzed using 'Eye Tracking' and EEG in a sample of 22 young students. The recall and liking of the stimuli is also analyzed. The characteristics of the images are evaluated by experts. The results indicate that there is a different pattern of visual activity between men and women which does not affect subsequent recall. The recall is determined by the emotional value of the image and its simplicity: more complex images demand more time of visual fixation but are less remembered. EEG responses confirm the importance of the playful component of the memory and low involvement processing. The conclusion is that the behavior against an app of this type resembles the low commitment behavior of advertising itself. Finally, some considerations for the app content design are proposed. El empleo de apps en educación es cada vez más frecuente. Sin embargo, no se han estudiado suficientemente los mecanismos de atención y procesamiento de sus contenidos y sus consecuencias en el aprendizaje. El objetivo de este trabajo es analizar cómo se procesa y aprende la información y qué tipo de atención visual se le presta. También se investiga la posible existencia de diferencias de género. Sobre un total de 22 jóvenes se analizan las respuestas de «Eye Tracking» y electroencefalograma (EEG) frente a 15 estímulos de una app de educación en salud. También se analiza el recuerdo y agrado de los estímulos por parte de los sujetos. Las características de las imágenes son evaluadas por expertos. Los resultados indican que existe un patrón de actividad visual diferente entre hombres y mujeres el cual no incide sobre el recuerdo posterior. El recuerdo viene determinado por el valor emocional de la imagen y su simplicidad: las imágenes más complejas absorben más tiempo de fijación visual pero son recordadas menos. Las respuestas del EEG confirman la importancia del aspecto lúdico sobre el recuerdo. La conclusión es que la conducta frente a una app de este tipo se asemeja a la conducta de bajo compromiso propio de la publicidad.

An Eye Tracking Study of the Effect of Sensory and Price In-Store Displays

2020 ◽  
pp. 23-49
Author(s):  
Clarinda Rodrigues ◽  
Amélia Maria Pinto da Cunha Brandão ◽  
António Filipe Teixeira Macedo ◽  
Karthikeyan Baskaran
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Fixation Duration ◽  
Product Choice ◽  
Message Content ◽  
Cognitive Content ◽  
Affective Stimuli ◽  
Total Fixation ◽  
Positive Feelings ◽  
Sensory Imagery

Using eye tracking, this chapter investigates if the visual attention varies according to the in-store displays message content (price, sensory, and price-sensory). Results show that participants are more responsive to cognitive content messages (price) than affective messages (sensory) alone. Nevertheless, it is demonstrated that participants are prone to devote more time processing in-store displays messages if prices (cognitive stimuli) are combined with sensory messages (affective stimuli), which increases the likelihood of choosing low involvement products. Finally, it was demonstrated that total fixation duration is predictive of low involvement product choice for all home décor products. This study suggests that shoppers might spend more time and effort searching for low involvement products if in-store displays captivate their visual attention and elicit their sensory imagery. Sensory messages can be used by retailers to highlight product intrinsic characteristics. At the same time, they are inducing positive feelings towards low-involvement products.

scholarly journals A “Forbidden Fruit Effect”: An Eye-Tracking Study on Children’s Visual Attention to Food Marketing

2020 ◽  
Vol 17 (6) ◽  
pp. 1859 ◽  
Author(s):  
Alice Binder ◽  
Brigitte Naderer ◽  
Jörg Matthes
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Dwell Time ◽  
International Health ◽  
Emotional Arousal ◽  
Pupil Dilation ◽  
Food Marketing ◽  
Health Concern ◽  
Unhealthy Food ◽  
At Home

Obesity in children is an international health concern. Against this background, there is an increasing interest in understanding how healthy and unhealthy food marketing in narrative media can affect children. In particular, children’s implicit reactions, such as visual attention and emotional arousal, are far from being sufficiently understood. We conducted an eye-tracking study, presenting children one of two versions of a narrative media-stimulus, either presenting an unhealthy food (i.e., candy condition; N = 34), or a healthy food (i.e., fruit condition; N = 34). As dependent variables, we investigated dwell time (i.e., visual attention) and pupil dilation (i.e., emotional arousal). As moderators, we included children’s prohibition of candy at home and children’s level of BMI in our models. Our results indicate that mean dwell time did not differ between conditions and that the moderators did not exert any effect. Moreover, pupil dilation did not differ between conditions but was moderated by parents’ candy prohibition at home (ηp2 = 0.080). The results show that children who are not allowed to consume candy at home react with higher emotional arousal when exposed to candy placements than children allowed to eat candy at home. Thus, depending on children’s contextual factors, children react differently to unhealthy food cues.

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