Effect of Metal Can Labels on Consumer Attention through Eye Tracking Methodology

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.

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Predicting readers’ domain knowledge based on eye-tracking measures

The Electronic Library ◽

10.1108/el-05-2017-0108 ◽

2018 ◽

Vol 36 (6) ◽

pp. 1027-1042 ◽

Cited By ~ 1

Author(s):

Quan Lu ◽

Jiyue Zhang ◽

Jing Chen ◽

Ji Li

Keyword(s):

Logistic Regression ◽

Eye Tracking ◽

Information Search ◽

Domain Knowledge ◽

Fixation Duration ◽

Baseline Model ◽

Content Type ◽

Knowledge Based ◽

Total Fixation ◽

Negative Predictor

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.

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Eye-tracking research

10.18559/978-83-8211-079-1/ii1 ◽

2021 ◽

pp. 39-60

Author(s):

Sylwester Białowąs ◽

Adrianna Szyszka

Keyword(s):

Eye Movements ◽

Eye Tracking ◽

Internal Model ◽

Research Method ◽

Fixation Duration ◽

Fixation Time ◽

Total Fixation ◽

Depth Analysis ◽

Areas Of Interest

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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Korelasi Antara Fixation Eye Tracking Metric dengan Performance Measurement Usability Testing

JUSS (Jurnal Sains dan Sistem Informasi) ◽

10.22437/juss.v2i2.8409 ◽

2021 ◽

Vol 2 (2) ◽

pp. 25-34

Author(s):

Yogie Ajie Purnomo ◽

Tri Suratno ◽

Mauladi Mauladi

Keyword(s):

Eye Tracking ◽

Fixation Duration ◽

Qualitative Data ◽

Usability Testing ◽

Time On Task ◽

Basic Principles ◽

Measuring Methods ◽

Qualitative Approaches ◽

Significance Levels ◽

Mean Time

Not all websites have fulfilled basic principles such as accessible and easy to use (usable). There are several measuring methods that already exist. In this research, the measurement is done by combining 2 measuring methods namely usability testing and eye tracking because the measurement is done with props that are eye tracking, so that at the same time we can measure the indicator usability testing and eye tracking metrics. So researchers to know the level of relationship or correlation between usability testing indicators and eye tracking metrics. The type of research conducted is a type of associative research with quantitative and qualitative approaches. Where both of these methods will result in quantitative data such as time on task, difficulty ratings, fixation duration mean and time to first fixation. Qualitative Data is obtained from playing the recorded results and conducting interviews to examine the results of eye movements when testing is the same as the opinions or perceptions of each participant. Results of a correlation test Pearson product moment acquired correlation or relationship between time on task with fixation duration mean, time on task with time to first fixation, difficulty ratings with fixation duration mean, difficulty ratings with time to First fixation. There are two possibilities of usability measurement performance indicators with eye tracking proving a significant correlation means measurement of usability using eye tracking can be used as an alternative in doing more usability measurement Accurate with significance levels > 2.048 in subsequent studies.

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

Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-7998-2220-2.ch002 ◽

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.

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Effects of Image Segmentation and Target Number on Visual Search: An Eye-Tracking Study

Proceedings of the Human Factors and Ergonomics Society Annual Meeting ◽

10.1177/1541931218621450 ◽

2018 ◽

Vol 62 (1) ◽

pp. 1987-1991

Author(s):

Kaifeng Liu ◽

Calvin Ka-lun Or

Keyword(s):

Image Segmentation ◽

Visual Search ◽

Eye Tracking ◽

Repeated Measures ◽

Fixation Duration ◽

Search Time ◽

Search Performance ◽

Target Number ◽

Lower Accuracy ◽

Time Accuracy

This is an eye-tracking study examining the effects of image segmentation and target number on visual search performance. A two-way repeated-measures computer-based visual search test was used for data collection. Thirty students participated in the test, in which they were asked to search for all of the Landolt Cs in 80 arrays of closed rings. The dependent variables were search time, accuracy, fixation count, and average fixation duration. Our principal findings were that some of the segmentation methods significantly improved accuracy, and reduced search time, fixation count, and average fixation duration, compared with the no-segmentation condition. Increased target number was found to be associated with longer search time, lower accuracy, more fixations, and longer average fixation duration. Our study indicates that although visual search tasks with multiple targets are relatively difficult, the visual search accuracy and efficiency can potentially be improved with the aid of image segmentation.

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Visualization of user’s attention on objects in 3D environment using only eye tracking glasses

Journal of Computational Design and Engineering ◽

10.1093/jcde/qwaa019 ◽

2020 ◽

Vol 7 (2) ◽

pp. 228-237

Author(s):

Ting-Hao Li ◽

Hiromasa Suzuki ◽

Yutaka Ohtake

Keyword(s):

Eye Tracking ◽

3D Model ◽

Digital Model ◽

Web Page ◽

Package Design ◽

Web Page Design ◽

Gaze Fixation ◽

3D Objects ◽

Page Design ◽

Tracking Technology

Abstract Eye tracking technology is widely applied to detect user’s attention in a 2D field, such as web page design, package design, and shooting games. However, because our surroundings primarily consist of 3D objects, applications will be expanded if there is an effective method to obtain and display user’s 3D gaze fixation. In this research, a methodology is proposed to demonstrate the user’s 3D gaze fixation on a digital model of a scene using only a pair of eye tracking glasses. The eye tracking glasses record user’s gaze data and scene video. Thus, using image-based 3D reconstruction, a 3D model of the scene can be reconstructed from the frame images; simultaneously, the transformation matrix of each frame image can be evaluated to find 3D gaze fixation on the 3D model. In addition, a method that demonstrates multiple users’ 3D gaze fixation on the same digital model is presented to analyze gaze distinction between different subjects. With this preliminary development, this approach shows potential to be applied to a larger environment and conduct a more reliable investigation.

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An eye tracking study of minimally branded products: hedonism and branding as predictors of purchase intentions

Journal of Product & Brand Management ◽

10.1108/jpbm-07-2016-1282 ◽

2018 ◽

Vol 27 (2) ◽

pp. 146-157 ◽

Cited By ~ 8

Author(s):

Juan Mundel ◽

Patricia Huddleston ◽

Bridget Behe ◽

Lynnell Sage ◽

Caroline Latona

Keyword(s):

Eye Tracking ◽

Online Survey ◽

Product Category ◽

Purchase Intentions ◽

Product Type ◽

Content Type ◽

Attentional Processes ◽

Potted Plants ◽

Total Fixation ◽

The Relationship

Purpose This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey. Findings The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality. Practical implications The findings of this research provide guidelines for marketing minimally branded products. Originality/value The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).

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From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice

Food Quality and Preference ◽

10.1016/j.foodqual.2019.103839 ◽

2020 ◽

Vol 81 ◽

pp. 103839 ◽

Cited By ~ 12

Author(s):

Svetlana Bialkova ◽

Klaus G. Grunert ◽

Hans van Trijp

Keyword(s):

Eye Tracking ◽

Consumer Attention

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Gaze Behavior in Basketball Free Throws Developed in Constant and Variable Practice

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph16203875 ◽

2019 ◽

Vol 16 (20) ◽

pp. 3875 ◽

Cited By ~ 1

Author(s):

Stanisław H. Czyż ◽

Martin Zvonař ◽

Zbigniew Borysiuk ◽

Jiří Nykodým ◽

Piotr Oleśniewicz

Keyword(s):

Effect Size ◽

Fixation Duration ◽

Mixed Model ◽

Linear Mixed Model ◽

Test Group ◽

Repeated Measure ◽

Gaze Behavior ◽

Total Fixation ◽

Variable Practice ◽

Constant Practice

There are a limited number of studies focusing on the mechanisms explaining why variable practice gives an advantage in a novel situation and constant practice in performance in trained conditions. We hypothesized that this may be due to the different gaze behavior that is developed under different conditions. Twenty participants, randomly assigned to two different groups, practiced basketball free throws for three consecutive days, performing 100 throws per day. The constant group (n = 10) practiced at a free throw distance (4.57 m) only. The variable practice group (n = 10) randomly performed 20 shots per five throw distances (3.35, 3.96, 4.57, 5.18, and 5.79 m) on each day, also accumulating 100 shots per day. We analyzed the total gaze fixation duration, a number of fixations, and the average fixation duration on a basketball rim in a pretest and posttest at the 4.57 m distance. We computed a linear mixed model with test (pretest–posttest), group (constant–variable), and test × group interaction in order to analyze the total fixation duration and number of fixations. The average fixation duration was analyzed with a repeated measure two-way ANOVA, with practice conditions as a between-participants factor and test type as a within-participants factor. We found that the total fixation duration increased significantly in the posttest, regardless of the practice conditions (p < 0.001, effect size = 0.504). The number of fixations also increased significantly in the posttest (p = 0.037, effect size = 0.246). The average fixation duration increased in both groups; however, insignificantly. We also did not find any significant differences between groups. Our results suggest that variable and constant practice conditions may lead to the development of similar gaze behavior.

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