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

Author(s):  
Clarinda Rodrigues ◽  
Amélia Maria Pinto da Cunha Brandão ◽  
António Filipe Teixeira Macedo ◽  
Karthikeyan Baskaran

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.

2018 ◽  
Vol 36 (6) ◽  
pp. 1027-1042 ◽  
Author(s):  
Quan Lu ◽  
Jiyue Zhang ◽  
Jing Chen ◽  
Ji Li

Purpose This paper aims to examine the effect of domain knowledge on eye-tracking measures and predict readers’ domain knowledge from these measures in a navigational table of contents (N-TOC) system. Design/methodology/approach A controlled experiment of three reading tasks was conducted in an N-TOC system for 24 postgraduates of Wuhan University. Data including fixation duration, fixation count and inter-scanning transitions were collected and calculated. Participants’ domain knowledge was measured by pre-experiment questionnaires. Logistic regression analysis was leveraged to build the prediction model and the model’s performance was evaluated based on baseline model. Findings The results showed that novices spent significantly more time in fixating on text area than experts, because of the difficulty of understanding the information of text area. Total fixation duration on text area (TFD_T) was a significantly negative predictor of domain knowledge. The prediction performance of logistic regression model using eye-tracking measures was better than baseline model, with the accuracy, precision and F(β = 1) scores to be 0.71, 0.86, 0.79. Originality/value Little research has been reported in literature on investigation of domain knowledge effect on eye-tracking measures during reading and prediction of domain knowledge based on eye-tracking measures. Most studies focus on multimedia learning. With respect to the prediction of domain knowledge, only some studies are found in the field of information search. This paper makes a good contribution to the literature on the effect of domain knowledge on eye-tracking measures during N-TOC reading and predicting domain knowledge.


2021 ◽  
Vol 26 (3) ◽  
pp. 718-726
Author(s):  
Jin Hui Lee ◽  
Ji Young Na ◽  
Su Hyang Lee ◽  
Bong Won Yi

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.


2020 ◽  
Author(s):  
Julia Velten ◽  
Sonia Milani ◽  
Jürgen Margraf ◽  
Lori Anne Brotto

Attending to sexual stimuli is an important means to facilitate sexual arousal and is thereby relevant for healthy sexual functioning. Studies suggest that sexual dysfunction is associated with less attention towards sexual stimuli. The goal of this study was to use an eye-tracking-based free-viewing paradigm to investigate whether women with sexual dysfunction visually attend to the genital area in dynamic sexual stimuli (i.e., erotic videos) differently than women with subclinical sexual function or those with normal sexual functioning. A total of 69 women (Mage = 27.77, SD = 8.00) with clinical (n = 30), subclinical (n = 23), and normal (n = 16) levels of sexual functioning watched four 1-min video clips depicting heterosexual couples engaging in vaginal intercourse or cunnilingus while the total fixation duration on the genital area as well as their subjective and genital sexual arousal were recorded. As hypothesized, the clinical group fixated on the genital area less than women with normal sexual functioning. A longer total fixation duration on the genital area was followed by increases in subjective arousal and genital arousal. The relationship between attention and arousal was not moderated by sexual functioning group. This study provides first evidence of the role of sustained visual attention for facilitating sexual arousal in women with and without sexual dysfunction.


2016 ◽  
Vol 5 (6) ◽  
pp. 1
Author(s):  
Rupert Andrew Hurley ◽  
Julie Christine Rice ◽  
David Cottrell ◽  
Drew Felty

In today’s market there are a growing number of packaged goods on the shelves that consumers have to sift through in order to make purchasing decision. To stand out from the competition, companies often times change a product’s packaging to revolutionize the product or add important information to the package. Changing the package design can be risky for repeated customers because they become conditioned to the old package design. A private canning company worked with our researchers to conduct an eye tracking study in CUshop™ at PackExpo (tradeshow) 2014 in Chicago, Il to examine the effect of newly added labels on canned creole. Through a collaborative study at this trade show, quantitative and qualitative data was collected on three different canned creole packaging. A total of 272 participants took place in this study to evaluate if adding “can facts” to the package label and litho printing the ends of the cans had an effect on consumer attention compared to the control can. Three eye tracking metrics were tested and statistical analysis yielded significant results for the can facts and litho ends compared to the control for the Total Fixation Duration (TFD) metric. Participants viewed the can fact cans and litho end cans significantly longer than the control. Survey findings found that participants preferred the litho ends 75% compared to the control and the can facts 53% compared to the control. 


2021 ◽  
Author(s):  
Kritika Nayar ◽  
Frederick Shic ◽  
Molly Winston ◽  
Molly Losh

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.


PLoS ONE ◽  
2021 ◽  
Vol 16 (5) ◽  
pp. e0252398
Author(s):  
Janosch A. Priebe ◽  
Claudia Horn-Hofmann ◽  
Daniel Wolf ◽  
Stefanie Wolff ◽  
Michael Heesen ◽  
...  

Altered attentional processing of pain-associated stimuli–which might take the form of either avoidance or enhanced vigilance–is thought to be implicated in the development and maintenance of chronic pain. In contrast to reaction time tasks like the dot probe, eye tracking allows for tracking the time course of visual attention and thus differentiating early and late attentional processes. Our study aimed at investigating visual attention to emotional faces in patients with chronic musculoskeletal pain (N = 20) and matched pain-free controls (N = 20). Emotional faces (pain, angry, happy) were presented in pairs with a neutral face for 2000 ms each. Three parameters were determined: First fixation probabilities, fixation durations (overall and divided in four 500 ms intervals) and a fixation bias score as the relative fixation duration of emotional faces compared to neutral faces. There were no group differences in any of the parameters. First fixation probabilities were lower for pain faces than for angry faces. Overall, we found longer fixation duration on emotional compared to neutral faces (‘emotionality bias’), which is in accord with previous research. However, significant longer fixation duration compared to the neutral face was detected only for happy and angry but not for pain faces. In addition, fixation durations as well as bias scores yielded evidence for vigilant-avoidant processing of pain faces in both groups. These results suggest that attentional bias towards pain-associated stimuli might not generally differentiate between healthy individuals and chronic pain patients. Exaggerated attentional bias in patients might occur only under specific circumstances, e.g., towards stimulus material specifically relating to the specific pain of the patients under study or under high emotional distress.


Nutrients ◽  
2021 ◽  
Vol 13 (9) ◽  
pp. 2915
Author(s):  
Saar Bossuyt ◽  
Kathleen Custers ◽  
José Tummers ◽  
Laura Verbeyst ◽  
Bert Oben

Research on front-of-pack labels (FOPLs) demonstrated that Nutri-Score is one of the most promising FOPLs regarding healthfulness estimation accuracy. Nevertheless, as consumers are exposed to both the Nutri-Score and the mandatory Nutrition Facts Panel (NFP) in the supermarket, it is key to understand if and how both labels interact. This study investigates the contribution of Nutri-Score and NFP regarding healthfulness estimation accuracy, whether this impact differs depending on the product, and what role visual attention plays. We set up an eye-tracking experiment in a controlled setting in which 398 participants rated the healthfulness of 20 products. The results confirmed the positive impact of the Nutri-Score on healthfulness estimation accuracy, though the impact was larger for equivocal (i.e., difficult to judge) products. Interestingly, NFP either had no effect (compared to a package without Nutri-Score or NFP) or a negative effect (compared to a package with Nutri-Score alone) on healthfulness estimation accuracy. Eye-tracking data corroborated that ‘cognitive overload’ issues could explain why consumers exposed to Nutri-Score alone outperformed those exposed to both Nutri-Score and NFP. This study offers food for thought for policymakers and the industry seeking to maximize the potential of the Nutri-Score.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lijie Zhou ◽  
Fei Xue

Purpose This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored. Design/methodology/approach The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition. Findings Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration. Originality/value This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).


Author(s):  
Melinda Knuth ◽  
Bridget K. Behe ◽  
Patricia T. Huddleston

Retail signage provides information from the marketer to facilitate product purchase. An increase in sign information creates greater sign complexity, which raises the question: for consumer product choices, what quantity of information is helpful versus overwhelming? We hypothesize that consumers would allocate more visual attention to complex signs and that sign complexity would be a predictor of likeliness to buy (LTB). Five experts rated 105 real garden center signs for complexity and five low, moderate, and highcomplexity signs were selected for the study. Signs were incorporated into Tobii X1 Light Eye Tracker software, where 85 non-student subjects rated sign attractiveness and LTB from a display containing that sign. Subjects allocated greater visual attention (higher fixation count and longer total fixation duration) to more complex signs, which were also rated as most attractive. Initial regression results showed sign attractiveness and fixation count were positive predictors of LTB, while complexity and total fixation duration were inversely related to LTB. Mediation analysis showed that fixation duration fully mediates fixation count impact on purchase intention. Results suggest that informationrich messaging in high complexity signs, while seen as attractive, may give consumers too much information and higher cognitive load, which makes decision-making more difficult.


2021 ◽  
pp. 39-60
Author(s):  
Sylwester Białowąs ◽  
Adrianna Szyszka

Eye movements provide information on subconscious reactions in response to stimuli and are a reflection of attention and focus. With regard to visual activity, four types of eye movements—fixations, saccades, smooth pursuits and blinks—can be distinguished. Fixations—the number and distribution, total fixation time or average fixation duration are among the most common measures. The capabilities of this research method also allow the determination of scanpaths that track gaze on the image as well as heat- and focus maps, which visually represent points of gaze focus. A key concept in eye-tracking that allows for more in-depth analysis is areas of interest (AOI)—measures can then be taken for selected parts of the visual stimulus. On the other hand, the area of gaze outside the scope of analysis is called white space. The software allows for comparisons of static and non-static stimuli and provides a choice of template, dataset, metrics or data format. In conducting eye-tracking research, proper calibration is crucial, which means that the participant’s gaze should be adjusted to the internal model of the eye-tracking software. In addition, attention should be paid to such aspects as time and spatial control. The exposure time for each participant should be identical. The testing space should be well-lit and at a comfortable temperature.


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