Impact of Product Design Representation on Customer Judgment With Associated Eye Gaze Patterns

2012 ◽  
Author(s):  
Tahira N. Reid ◽  
Erin F. MacDonald ◽  
Ping Du
Keyword(s):  
Eye Gaze ◽  
Analysis Procedure ◽  
Purchase Decisions ◽  
Two Dimensional ◽  
Eye Tracker ◽  
Side View ◽  
Design Representation ◽  
Customer Preferences ◽  
Ordering Effects ◽  
Gaze Patterns

Researchers often use simplified product form representations, such as silhouettes, sketches, and other two-dimensional representations of products, to examine customer preferences. While these simplified representations make the analysis procedure tractable, for example linking certain design manipulations to certain preferences, the reality is that people evaluate more sophisticated product representations during purchase decisions. This paper presents the results of a study where two groups of people were shown either computer sketches and front/side view (FSV) silhouettes or simplified renderings and realistic renderings of cars and coffee carafes. Human judgments measured included opinions, objective evaluations, and inferences. Results show a variety of phenomena including preference inconsistences and ordering effects. Data collected from an eye-tracker help to elucidate these findings.

Impact of Product Design Representation on Customer Judgment

2013 ◽  
Vol 135 (9) ◽  
Author(s):  
Tahira N. Reid ◽  
Erin F. MacDonald ◽  
Ping Du
Keyword(s):  
Product Form ◽  
Eye Tracker ◽  
Side View ◽  
Front Side ◽  
Additional Insight ◽  
Design Representation ◽  
Ordering Effects ◽  
Constructed Preferences ◽  
Insight Into ◽  
Associated Data

When researchers ask customers to judge product form during the design process, they often manipulate simplified product representations, such as silhouettes and sketches, to gather information on which designs customers prefer. Using simplified forms, as opposed to detailed realistic models, make the analysis of gathered information tractable and also allows the researcher to guide customer focus. The theory of constructed preferences from psychology suggests that the product form presented will influence customer judgments. This paper presents a study in which subjects were shown computer sketches, front/side view silhouettes, simplified renderings, and realistic renderings to test the extent to which a variety of judgments including opinions, objective evaluations, and inferences are affected by form presentation. Results show a variety of phenomena including preference inconsistencies and ordering effects that differed across type of judgment. For example, while inferences were consistent across form, opinions were not. An eye tracker identified differences in viewing strategies while making decisions. Associated data, such as fixation times and fixation counts, provide additional insight into findings.

Eye Tracker

2019 ◽  
pp. 125-152 ◽  
Author(s):  
Tanu Wadhera ◽  
Deepti Kakkar
Keyword(s):  
Autism Spectrum Disorder ◽  
Deep Learning ◽  
Cognitive Abilities ◽  
New Technologies ◽  
Eye Gaze ◽  
Autism Spectrum ◽  
Learning System ◽  
Eye Tracker ◽  
Gaze Patterns ◽  
High Prevalence

The high prevalence of autism spectrum disorder (ASD) has provided a spectrum of diagnostic methodologies ranging from screening scales to technological techniques. The technology-based techniques, especially eye trackers, are shifting the traditional subjective approaches to objective, leading to early ASD screening and intervention. The eye gaze deficits marked by eye trackers are the valid biomarkers of ASD, but the trackers are not clinically available. Another reason for non-availability is the limited number of methodologies which can meaningfully analyze gaze data. The assistance of new technologies into eye tracker system explored here can (1) detect gaze patterns and cognitive abilities of individuals at the single platform and (2) analyze eye movements and events automatically using deep learning system rather than manual interpretation of raw data. These types of systems, if implemented, have the potential to assist clinicians for better ASD diagnosis and intervention approaches.

scholarly journals INVESTIGATING THE EFFECT OF A RAISED CYCLE TRACK, PHYSICAL SEPARATION, LAND USE AND NUMBER OF PEDESTRIAN ON CYCLISTS’ GAZE BEHAVIOR

2019 ◽  
Vol 43 (1) ◽  
pp. 112-122
Author(s):  
Gukhwa Jang ◽  
Saehoon Kim
Keyword(s):  
Land Use ◽  
Eye Gaze ◽  
Eye Tracker ◽  
Gaze Behavior ◽  
Environmental Characteristics ◽  
Physical Separation ◽  
The Gaze ◽  
Gaze Patterns ◽  
Horizontal Gaze ◽  
Fixation Points

Contemporary cities are home to an increasing number of cyclists. The gaze behavior of cyclists has an important impact upon cyclist safety and experience. Yet this behavior has not been studied to access its potential implications for urban design. This study aims to identify the eye-gaze pattern of cyclists and to examine its potential relationships with urban environmental characteristics, such as a raised cycle track, physical separation, land use, and number of pedestrian. This study measured and analyzed 40 cyclist’s gaze patterns using an eye tracker; the results were as follows. First, cyclists presented a T-shaped gaze pattern with two spots of frequent eye fixation points; the pattern suggests that it may benefit cyclists with greater safety and better readiness of road situation to avoid crashes. Second, more active horizontal gaze dispersion within the T-shaped gaze pattern was observed when participants cycled on a shared and non-raised bikeway. This indicates that there is a more suitable gaze behavior with different gaze limitations depending on the environmental characteristics. Therefore, bicycle facilities need to be constructed according to the consideration of the T-shaped gaze area and the change in cyclists’ gaze behavior in each environment to increase the effectiveness of bicycle facilities.

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.

scholarly journals Eye gaze patterns and functional brain responses during emotional face processing in adolescents with conduct disorder

2021 ◽  
Vol 29 ◽  
pp. 102519
Author(s):  
Willeke Martine Menks ◽  
Lynn Valérie Fehlbaum ◽  
Réka Borbás ◽  
Philipp Sterzer ◽  
Christina Stadler ◽  
...  
Keyword(s):  
Conduct Disorder ◽  
Face Processing ◽  
Eye Gaze ◽  
Functional Brain ◽  
Gaze Patterns ◽  
Brain Responses ◽  
Emotional Face Processing ◽  
Emotional Face

scholarly journals Presence Effects in Virtual Reality Based on User Characteristics: Attention, Enjoyment, and Memory

Electronics ◽  
2021 ◽  
Vol 10 (9) ◽  
pp. 1051
Author(s):  
Si Jung Kim ◽  
Teemu H. Laine ◽  
Hae Jung Suk
Keyword(s):  
Virtual Reality ◽  
Emotional State ◽  
Eye Gaze ◽  
Emotional Valence ◽  
Media Content ◽  
Eye Tracker ◽  
User Characteristics ◽  
Head Mounted Display ◽  
Age Range ◽  
Different Levels

Presence refers to the emotional state of users where their motivation for thinking and acting arises based on the perception of the entities in a virtual world. The immersion level of users can vary when they interact with different media content, which may result in different levels of presence especially in a virtual reality (VR) environment. This study investigates how user characteristics, such as gender, immersion level, and emotional valence on VR, are related to the three elements of presence effects (attention, enjoyment, and memory). A VR story was created and used as an immersive stimulus in an experiment, which was presented through a head-mounted display (HMD) equipped with an eye tracker that collected the participants’ eye gaze data during the experiment. A total of 53 university students (26 females, 27 males), with an age range from 20 to 29 years old (mean 23.8), participated in the experiment. A set of pre- and post-questionnaires were used as a subjective measure to support the evidence of relationships among the presence effects and user characteristics. The results showed that user characteristics, such as gender, immersion level, and emotional valence, affected their level of presence, however, there is no evidence that attention is associated with enjoyment or memory.

scholarly journals Eye gaze patterns reveal how reasoning skills improve with experience

2018 ◽  
Vol 3 (1) ◽  
Author(s):  
Belén C. Guerra-Carrillo ◽  
Silvia A. Bunge
Keyword(s):  
Eye Gaze ◽  
Gaze Patterns ◽  
Reasoning Skills

Attention-Aware Robotic Laparoscope Based on Fuzzy Interpretation of Eye-Gaze Patterns

2015 ◽  
Vol 9 (4) ◽  
Author(s):  
Songpo Li ◽  
Xiaoli Zhang ◽  
Fernando J. Kim ◽  
Rodrigo Donalisio da Silva ◽  
Diedra Gustafson ◽  
...  
Keyword(s):  
Fuzzy Logic ◽  
Eye Movements ◽  
Visual Attention ◽  
Cognitive Load ◽  
Medical Practice ◽  
Eye Gaze ◽  
Experimental Results ◽  
Robot Interaction ◽  
Gaze Patterns ◽  
Modern Medical Practice

Laparoscopic robots have been widely adopted in modern medical practice. However, explicitly interacting with these robots may increase the physical and cognitive load on the surgeon. An attention-aware robotic laparoscope system has been developed to free the surgeon from the technical limitations of visualization through the laparoscope. This system can implicitly recognize the surgeon's visual attention by interpreting the surgeon's natural eye movements using fuzzy logic and then automatically steer the laparoscope to focus on that viewing target. Experimental results show that this system can make the surgeon–robot interaction more effective, intuitive, and has the potential to make the execution of the surgery smoother and faster.

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