scholarly journals The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

2021 ◽  
Vol 13 (1) ◽  
pp. 18
Author(s):  
Serhat Peker ◽  
Gonca Gokce Menekse Dalveren ◽  
Yavuz İnal
Keyword(s):  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Discount Rate ◽  
Discount Rates ◽  
Brand Familiarity ◽  
Positive Attitudes ◽  
Banner Ads ◽  
Image Area ◽  
The Right

The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

Reintegrating the Ad

2015 ◽  
Vol 27 (2) ◽  
pp. 64-77 ◽  
Author(s):  
Diana Rieger ◽  
Franzisca Bartz ◽  
Gary Bente
Keyword(s):  
Information Processing ◽  
Visual Attention ◽  
Eye Tracking ◽  
Contact Time ◽  
Visual Awareness ◽  
Right Hand ◽  
Banner Ads ◽  
The Right ◽  
Banner Blindness

Banner ads – often placed on the right-hand side of a website – are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner’s impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

Grapheme–Color Synesthesia Influences Overt Visual Attention

2009 ◽  
Vol 21 (2) ◽  
pp. 246-258 ◽  
Author(s):  
Jonathan S. A. Carriere ◽  
Daniel Eaton ◽  
Michael G. Reynolds ◽  
Mike J. Dixon ◽  
Daniel Smilek
Keyword(s):  
Visual Search ◽  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Search Task ◽  
Visual Search Task ◽  
Free Viewing ◽  
Colored Target

For individuals with grapheme–color synesthesia, achromatic letters and digits elicit vivid perceptual experiences of color. We report two experiments that evaluate whether synesthesia influences overt visual attention. In these experiments, two grapheme–color synesthetes viewed colored letters while their eye movements were monitored. Letters were presented in colors that were either congruent or incongruent with the synesthetes' colors. Eye tracking analysis showed that synesthetes exhibited a color congruity bias—a propensity to fixate congruently colored letters more often and for longer durations than incongruently colored letters—in a naturalistic free-viewing task. In a more structured visual search task, this congruity bias caused synesthetes to rapidly fixate and identify congruently colored target letters, but led to problems in identifying incongruently colored target letters. The results are discussed in terms of their implications for perception in synesthesia.

scholarly journals The relationship between problem size and fixation patterns during addition, subtraction, multiplication, and division

2016 ◽  
Vol 2 (2) ◽  
pp. 91-115 ◽  
Author(s):  
Evan T. Curtis ◽  
Matthew G. Huebner ◽  
Jo-Anne LeFevre
Keyword(s):  
Eye Movements ◽  
Eye Tracking ◽  
Cognitive Processing ◽  
Mental Arithmetic ◽  
Problem Size ◽  
Single Digit ◽  
Simple Arithmetic ◽  
Division Problems ◽  
The Right ◽  
The Relationship

Eye-tracking methods have only rarely been used to examine the online cognitive processing that occurs during mental arithmetic on simple arithmetic problems, that is, addition and multiplication problems with single-digit operands (e.g., operands 2 through 9; 2 + 3, 6 x 8) and the inverse subtraction and division problems (e.g., 5 – 3; 48 ÷ 6). Participants (N = 109) solved arithmetic problems from one of the four operations while their eye movements were recorded. We found three unique fixation patterns. During addition and multiplication, participants allocated half of their fixations to the operator and one-quarter to each operand, independent of problem size. The pattern was similar on small subtraction and division problems. However, on large subtraction problems, fixations were distributed approximately evenly across the three stimulus components. On large division problems, over half of the fixations occurred on the left operand, with the rest distributed between the operation sign and the right operand. We discuss the relations between these eye tracking patterns and other research on the differences in processing across arithmetic operations.

scholarly journals Eye-tracking-based visual field analysis (EFA): a reliable and precise perimetric methodology for the assessment of visual field defects

2021 ◽  
Vol 6 (1) ◽  
pp. e000429
Author(s):  
Michael Christian Leitner ◽  
Florian Hutzler ◽  
Sarah Schuster ◽  
Lorenzo Vignali ◽  
Patrick Marvan ◽  
...  
Keyword(s):  
Eye Movements ◽  
Visual Field ◽  
Eye Tracking ◽  
Field Analysis ◽  
Visual Field Defects ◽  
Test Duration ◽  
Automated Perimetry ◽  
The Individual ◽  
The Right ◽  
Field Defects

ObjectiveSeveral studies report evidence for training-related neuroplasticity in the visual cortex, while other studies suggest that improvements simply reflect inadequate eye fixation control during perimetric prediagnostics and postdiagnostics.Methods and analysisTo improve diagnostics, a new eye-tracking-based methodology for visual field analysis (eye-tracking-based visual field analysis (EFA)) was developed. The EFA is based on static automated perimetry and additionally takes individual eye movements in real time into account and compensates for them. In the present study, an evaluation of the EFA with the help of blind spots of 58 healthy participants and the individual visual field defects of 23 clinical patients is provided. With the help of the EFA, optical coherence tomography, Goldmann perimetry and a Humphrey field analyser, these natural and acquired scotomas were diagnosed and the results were compared accordingly.ResultsThe EFA provides a SE of measurement of 0.38° for the right eye (OD) and 0.50° for the left eye (OS), leading to 0.44° of visual angle for both eyes (OU). Based on participants’ individual results, the EFA provides disattenuated correlation (validity) of 1.00 for both OD and OS. Results from patients suffering from cortical lesions and glaucoma further indicate that the EFA is capable of diagnosing acquired scotoma validly and is applicable for clinical use.ConclusionOutcomes indicate that the EFA is highly reliable and precise in diagnosing individual shape and location of scotoma and capable of recording changes of visual field defects (after intervention) with unprecedented precision. Test duration is comparable to established instruments and due to the high customisability of the EFA, assessment duration can be shortened by adapting the diagnostic procedure to the patients’ individual visual field characteristics. Therefore, the saccade-compensating methodology enables researchers and healthcare professionals to rule out eye movements as a source of inaccuracies in pre-, post-, and follow-up assessments.

THE EFFECT OF GLOSS TYPE ON LEARNERS’ INTAKE OF NEW WORDS DURING READING

2018 ◽  
Vol 40 (4) ◽  
pp. 883-906 ◽  
Author(s):  
Paul Warren ◽  
Frank Boers ◽  
Gina Grimshaw ◽  
Anna Siyanova-Chanturia
Keyword(s):  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Language Learners ◽  
Second Language Learners ◽  
Word Meaning ◽  
Reading Behaviors ◽  
New Words ◽  
Posttest Performance ◽  
Reading Experiment

AbstractA reading experiment combining online and offline data evaluates the effect on second language learners’ reading behaviors and lexical uptake of three gloss types designed to clarify word meaning. These are (a) textual definition, (b) textual definition accompanied by picture, and (c) picture only. We recorded eye movements while intermediate learners of English read a story presented on-screen and containing six glossed pseudowords repeated three times each. Cumulative fixation counts and time spent on the pseudowords predicted posttest performance for form recall and meaning recognition, confirming findings of previous eye-tracking studies of vocabulary acquisition from reading. However, the total visual attention given to pseudowords and glosses was smallest in the condition with picture-only glosses, and yet this condition promoted best retention of word meaning. This suggests that gloss types differentially influence learners’ processing of novel words in ways that may elude the quantitative measures of attention captured by eye-tracking.

scholarly journals Avoiding the Other Side?

2020 ◽  
Vol 32 (3) ◽  
pp. 158-164
Author(s):  
Desirée Schmuck ◽  
Miriam Tribastone ◽  
Jörg Matthes ◽  
Franziska Marquart ◽  
Eva Maria Bergel
Keyword(s):  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Selective Exposure ◽  
The Other ◽  
Research Attention ◽  
Political Views ◽  
Political Ads ◽  
First Time ◽  
Practical Implications

Abstract. Partisan selective exposure, the phenomenon of selectively attending to information that is in line with one’s political views, has received extensive research attention. Researchers have thus far largely neglected, however, to examine the tendency to avoid attitude-discrepant information, that is, selective avoidance. Selective avoidance can be considered a different phenomenon that is not necessarily implied by, nor only occurs simultaneously with, selective exposure. This study investigates these two separate phenomena, for the first time, using eye-tracking methodology. We exposed participants to political ads by liberal and conservative parties placed next to neutral political ads and tracked eye movements unobtrusively. Findings showed that individuals paid more visual attention to political ads that were consistent with their partisan ideology. Additionally, we found that individuals tended to avoid political ads that were inconsistent with their partisan ideology, which provides some evidence for selective avoidance processes. Theoretical and practical implications of these findings are discussed.

scholarly journals Eye-tracking analysis of leafy vegetables

2018 ◽  
Vol 6 (1-2) ◽  
pp. 32-37
Author(s):  
Ildikó Fruzsina Boros ◽  
László Sipos ◽  
Attila Gere
Keyword(s):  
Decision Making ◽  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Leafy Vegetables ◽  
Decision Making Process ◽  
Final Decision ◽  
Consumer Decision Making ◽  
Eye Tracker ◽  
Scientific Publications

There is a great supply of leafy vegetables on the market; hence capturing consumer’s attention (and decision) is critically important. Several scientific publications deal with consumer choices and the newest technology to capture consumer attention is eye-tracking. Eye-trackers are commonly used in Western Europe and Asia also, where it is an important and widely-used tool during product developments and the creation of marketing strategies. In Hungary, there are only a few publications about eye-tracking applications in vegetable growing and food industry. In our research, photographs about sorrel, lamb lettuce, spinach, leaf lettuce and dandelion leafs were analysed by eye-tracking technology and the eye movements of the participants during their decision making process of leafy vegetables were captured and evaluated. The eye-tracking analyses were carried out in the Sensory Laboratory of the Faculty of Food Sciences of Szent István University, using a Tobii X2-60 eye-tracker and Tobii Studio (version 3.0.5, Tobii Technology AB, Sweden) software. We aimed to answer the following research questions: Are there any connections between the eye movements of participants and their decisions? What amount of visual attention can be registered during the decision making process? Furthermore, the following metrics were measured and evaluated: fixation durations on the leafy vegetables, number of returns to products, pathways of visual attention, time until the final decision making and motivation of their final decisions. Measurement of the subconscious consumer decision making processes is way easier using eye-trackers compared to the traditional questionnaire-based methods, because it is hard or impossible to control our eye movements. Eye-tracking can be used successfully for understanding the expectations and decisions of the consumers.

A Statistical Physics Perspective to Understand Social Visual Attention in Autism Spectrum Disorder

Perception ◽  
2017 ◽  
Vol 46 (8) ◽  
pp. 889-913 ◽  
Author(s):  
Alessio Liberati ◽  
Roberta Fadda ◽  
Giuseppe Doneddu ◽  
Sara Congiu ◽  
Marco A. Javarone ◽  
...  
Keyword(s):  
Autism Spectrum Disorder ◽  
Eye Movements ◽  
Visual Attention ◽  
Eye Tracking ◽  
Statistical Physics ◽  
Autism Spectrum ◽  
Spectrum Disorder ◽  
Visual Exploration ◽  
Subjective Expectations ◽  
Children With Asd

This study investigated social visual attention in children with Autism Spectrum Disorder (ASD) and with typical development (TD) in the light of Brockmann and Geisel’s model of visual attention. The probability distribution of gaze movements and clustering of gaze points, registered with eye-tracking technology, was studied during a free visual exploration of a gaze stimulus. A data-driven analysis of the distribution of eye movements was chosen to overcome any possible methodological problems related to the subjective expectations of the experimenters about the informative contents of the image in addition to a computational model to simulate group differences. Analysis of the eye-tracking data indicated that the scanpaths of children with TD and ASD were characterized by eye movements geometrically equivalent to Lévy flights. Children with ASD showed a higher frequency of long saccadic amplitudes compared with controls. A clustering analysis revealed a greater dispersion of eye movements for these children. Modeling of the results indicated higher values of the model parameter modulating the dispersion of eye movements for children with ASD. Together, the experimental results and the model point to a greater dispersion of gaze points in ASD.

scholarly journals The focus of visual attention in people with motor disabilities through Eye tracking

2018 ◽  
Vol 13 (3) ◽  
pp. 7-20
Author(s):  
Giselle Schmidt A. D. Merino ◽  
Carmen Elena Martinez Riascos ◽  
Angelina Dias Leão Costa ◽  
Gleice Virginia Medeiros de Azambuja Elali ◽  
Eugenio Merino
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Assistive Technology ◽  
Visual Information ◽  
Decision Making Process ◽  
Eye Tracker ◽  
Motor Disabilities ◽  
Visual Identification ◽  
The Right ◽  
Reduced Mobility

Make the environment that can be achieved, fires, used and experienced by anyone, including those with reduced mobility, is an increasingly important need for professionals. Being the eye tracking is an assistive technology that enables you to identify objectively the visual perception was held an experiment that allows analyzing the people’s difficulties in internal visual identification on buildings. The article goal is to identify the focus of visual attention in people with motor disabilities using eye tracking glasses. To perform the experiment was used Senso Motoric Instruments (SMI) eye tracking glasses and was did analyses with the BeGaze software version 3.6.  The results indicate the lack of visual information causes difficulties for people to locate and identify the correct route for the offset inside a building, reducing the subjectivity in making decisions to make accessible environments.  The tests show that the participants do not have fixed their gaze on specific points, because it remained looking for visual information into the building generating lack of orientation and difficulties to define the right route at offset. With this experiment was possible to validate an application of the device to contribute to the decision-making process of professionals to make accessible environments. In addition, they recognized the particularities in the use of Assistive Technology, the glasses eye tracker, and the possibility of being used in the analysis of various tasks contributing in the Design, in the Architecture, and the Engineering.

Eye movements in sports research and practice: Immersive technologies as optimal environments for the study of gaze behaviour

2020 ◽  
Author(s):  
David Harris ◽  
Mark Wilson ◽  
Tim Holmes ◽  
Toby de Burgh ◽  
Samuel James Vine
Keyword(s):  
Virtual Reality ◽  
Eye Movements ◽  
Eye Tracking ◽  
Visual Information ◽  
Successful Performance ◽  
Experimental Control ◽  
Research And Practice ◽  
Gaze Behaviour ◽  
Immersive Technologies

Head-mounted eye tracking has been fundamental for developing an understanding of sporting expertise, as the way in which performers sample visual information from the environment is a major determinant of successful performance. There is, however, a long running tension between the desire to study realistic, in-situ gaze behaviour and the difficulties of acquiring accurate ocular measurements in dynamic and fast-moving sporting tasks. Here, we describe how immersive technologies, such as virtual reality, offer an increasingly compelling approach for conducting eye movement research in sport. The possibility of studying gaze behaviour in representative and realistic environments, but with high levels of experimental control, could enable significant strides forward for eye tracking in sport and improve understanding of how eye movements underpin sporting skills. By providing a rationale for virtual reality as an optimal environment for eye tracking research, as well as outlining practical considerations related to hardware, software and data analysis, we hope to guide researchers and practitioners in the use of this approach.

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