How Language Affects Audience Cognition in Sports Sponsorship: Insights From Esports Broadcasting

Purpose: To analyze the correlation between eye movements and asthenopia so as to explore the possibility of using eye-tracking techniques for objective assessment of asthenopia. Methods: This prospective observational study used the computer visual syndrome questionnaire to assess the severity of asthenopia in 93 enrolled college students (age 20−30) who complained about asthenopia. Binocular accommodation and eye movements during the reading task were also examined. The correlations between questionnaire score and accommodation examination results and eye movement parameters were analyzed. Differences in eye movement parameters between the first and last reading paragraphs were compared. The trends in eye movement changes over time were observed. Results: About 81.7% of the subjects suffered from computer visual syndrome. Computer visual syndrome questionnaire total score was positively correlated with positive relative accommodation (p < 0.05). In the first reading paragraph, double vision was positively correlated with unknown saccades (all p < 0.05). Difficulty focusing at close range was positively correlated with total fixation duration, total visit duration, and reading speed (all p < 0.05). Feeling that sight was worsening was positively correlated with regressive saccades (p < 0.05). However, visual impairment symptoms were not significantly correlated with any accommodative function. In a total 20 min reading, significantly reduced eye movement parameters were: total fixation duration, fixation count, total visit duration, visit count, fixation duration mean, and reading speed (all p < 0.01). The eye movement parameters that were significantly increased were: visit duration mean and unknown saccades (all p < 0.001). Conclusion: Eye tracking could be used as an effective assessment for asthenopia. Among the various eye movement parameters, a decrease in fixation duration and counts may be one of the potential indicators related to asthenopia.

BackgroundMajor international sports events will provide great group psychological encouragement to citizens. This study attempts to explore the impact of major international sports events on national positive psychology and symptoms of Post-Traumatic Stress Disorder (PTSD).Subjects and Methods The research subjects were 268 patients who underwent PTSD treatment at a domestic public hospital between June 2020 and June 2023. These patients were randomly and evenly divided into an experimental group and a control group. In the experiment, the control group was required to observe major foreign sports events for at least 30 minutes every day, but there were no Chinese teams present during the events. The experimental group needs to watch international major sports events of the same type as the control group, but there are Chinese team matches included in the viewing content. The intervention lasted for 14 days, and the PTSD Symptom Scale Interview (PSS-I) and Self-Rating Depression Scale (SDS) tests were conducted on both groups of patients before and after the experiment.ResultsBefore and after the experiment, there was a significant difference in the PSS-I and SDS scale scores between the two groups of patients. Moreover, the overall scale data of the experimental group was significantly better than that of the control group.ConclusionsWatching major international sports events that are conducive to building China’s national image can enhance the positive psychological level of the people and treat PTSD symptoms.

Blood donation heavily depends on voluntary involvement, but the problem of motivating and retaining potential blood donors remains. Understanding the personality traits of donors can assist in this case, bridging communication gaps and increasing participation and retention. To this end, an eye-tracking experiment was designed to examine the viewing behavior of 75 participants as they viewed various blood donation-related advertisements. The purpose of these stimuli was to elicit various types of emotions (positive/negative) and message framings (altruistic/egoistic) to investigate cognitive reactions that arise from donating blood using eye-tracking parameters such as the fixation duration, fixation count, saccade duration, and saccade amplitude. The results indicated significant differences among the eye-tracking metrics, suggesting that visual engagement varies considerably in response to different types of advertisements. The fixation duration also revealed substantial differences in emotions, logo types, and emotional arousal, suggesting that the nature of stimuli can affect how viewers disperse their attention. The saccade amplitude and saccade duration were also affected by the message framings, thus indicating their relevance to eye movement behavior. Generalised linear models (GLMs) showed significant influences of personality trait effects on eye-tracking metrics, including a negative association between honesty–humility and fixation duration and a positive link between openness and both the saccade duration and fixation count. These results indicate that personality traits can significantly impact visual attention processes. The present study broadens the current research frontier by employing machine learning techniques on the collected eye-tracking data to identify personality traits that can influence donation decisions and experiences. Participants’ eye movements were analysed to categorize their dominant personality traits using hierarchical clustering, while machine learning algorithms, including Support Vector Machine (SVM), Random Forest, and k-Nearest Neighbours (KNN), were employed to predict personality traits. Among the models, SVM and KNN exhibited high accuracy (86.67%), while Random Forest scored considerably lower (66.67%). This investigation reveals that computational models can infer personality traits from eye movements, which shows great potential for psychological profiling and human–computer interaction. This study integrates psychology research and machine learning, paving the way for further studies on personality assessment by eye tracking.

Anxiety is a common emotion of driver, which always affects the safety of driving. Eye movement characteristics can be used to understand the true emotion state of human beings. It is of great significance to study the law of eye movement for realizing active vehicle safety warning and human–machine cooperation. In this article, anxiety-induction experiment, real-vehicle driving experiments, and virtual driving experiments were designed and used to obtain the eye movement data of female novice extroversion driver under calm and anxiety, and mathematical statistics analysis was made on the fixation count, fixation duration, and visit duration in the area of interest within the driver horizon. The results showed that there are significant differences in fixation count and fixation duration of drivers ([Formula: see text], p is the accompanying probability), and the main effect of emotion is significant [Formula: see text].Compared with the situation of calm, fixation area, fixation count, and fixation duration of drivers under anxiety were more focused on the middle area, the fixation count and visit duration on the left area were relatively more, the fixation duration on the right area was relatively longer, and anxiety was more likely to cause driver’s attention bias.

Spatial perception plays a fundamental role in how individuals navigate and interact with their environments, and visual attention, particularly fixation patterns and durations, is a key component of this process. This study examines how fixation behaviors vary across different environmental contexts using Distance Perception (DP) and Size Perception (SP) tests conducted in virtual reality (VR). Participants were placed in three distinct environments: a cityscape with familiar landmarks (Control Group), a simulated Martian surface with limited spatial cues (Experiment Group 1), and an outer space simulation devoid of recognizable reference points (Experiment Group 2). Eye-tracking data captured variations in fixation counts and durations to explore how these factors are influenced by environmental familiarity and complexity. In the DP test, participants demonstrated the highest fixation counts in the Control Group, with an average of 24.59 fixations, compared to 21.25 in EG1 and 22.19 in EG2. The analysis suggested significant shifts in visual attention strategies when participants moved from the familiar cityscape setting (CG) to EG2, where fixation counts dropped notably. Between the CG and EG2, patterns were more comparable, with similar fixation counts suggesting overlapping visual engagement demands. Additionally, fixation durations were longest in the CG, averaging 4.80 seconds, indicating sustained engagement with the stimuli. In contrast, durations in the EG1 (4.17 seconds) and EG2 (4.23 seconds) environments were shorter, reflecting a reduced level of sustained focus in unfamiliar or visually sparse conditions. The SP test provided further insights into how participants directed their attention across objects within each environment. Participants in the Control Group exhibited the highest fixation frequencies, with an average of 28.34 fixations per trials, compared to 22.67 fixations in Experiment Group 1 and 23.12 fixations in Experiment Group 2. Alongside the increased fixation frequency, the Control Group also demonstrated longer average fixation durations when interacting with objects, indicating stronger engagement and familiarity with the environment. A clear relationship emerged between fixation counts and durations, suggesting that objects attracting more frequent gazes also held participants’ attention for longer periods. Changes in fixation behaviors were most pronounced when comparing the Control Group to the Martian environment (EG1), highlighting the cognitive adjustments required when transitioning to less familiar settings. These findings illustrate how environmental context influences visual attention patterns and, by extension, spatial perception. Environments with familiar visual landmarks, such as the cityscape, supported greater fixation counts and longer durations, reflecting enhanced cognitive engagement and processing efficiency. In contrast, the Martian and space environments (Eg1 and EG2), characterized by reduced or unfamiliar spatial cues, required participants to adopt different visual strategies, leading to altered fixation patterns. This research highlights the importance of environmental familiarity in influencing visual attention and spatial perception. It also emphasizes the importance of eye-tracking data in designing effective training and operational environments, especially for fields like space exploration, where adapting to unfamiliar conditions is crucial. Future research should explore the effects of demographic factors and task complexity to create more targeted strategies for improving spatial performance in demanding contexts.

Reading Chinese, a kind of ideogram, relies more on visual cognition. The visuospatial cognitive deficit of Chinese dyslexia is an interesting topic that has received much attention. The purpose of current research was to explore the visuopatial cognitive characteristics of Chinese dyslexic children by studying their eye movements via a picture searching test. According to the diagnostic criteria defined by ICD-10, twenty-eight dyslexic children (mean age (10.12 +/- 1.42) years) were enrolled from the Clinic of Children Behavioral Disorder in the third affiliated hospital of Sun Yat-sen University. And 28 normally reading children (mean age (10.06 +/- 1.29) years), 1:1 matched by age, sex, grade and family condition were chosen from an elementary school in Guangzhou as a control group. Four groups of pictures (cock, accident, canyon, meditate) from Picture Vocabulary Test were chosen as eye movement experiment targets. All the subjects carried out the picture searching task and their eye movement data were recorded by an Eyelink II High-Speed Eye Tracker. The duration time, average fixation duration, average saccade amplitude, fixation counts and saccade counts were compared between the two groups of children. The dyslexic children had longer total fixation duration and average fixation duration (F = 7.711, P < 0.01; F = 4.520, P < 0.05), more fixation counts and saccade counts (F = 7.498, P < 0.01; F = 11.040, P < 0.01), and a smaller average saccade amplitude (F = 29.743, P < 0.01) compared with controls. But their performance in the picture vocabulary test was the same as those of the control group. The eye movement indexes were affected by the difficulty of the pictures and words, all eye movement indexes, except saccade amplitude, had a significant difference within groups (P < 0.05). Chinese dyslexic children have abnormal eye movements in picture searching, applying slow fixations, more fixations and small and frequent saccades. Their abnormal eye movement mode reflects the poor ability and strategy of visual information processing.

Objective To investigate the eye-movement feature of free visual exploration in medication-naive subjects at ultra-high risk for psychosis. Methods Eye movements of 50 subjects at ultra-high risk for psychosis and 40 healthy controls evaluated by the Structured Interview for Prodromal Syndromes were recorded using EyeLink desktop eye tracking system. Healthy controls were matched with subjects at ultra-high risk for psychosis in gender, age and education level. The differences in fixation count, total time, fixation duration, saccadic count, saccadic amplitude and scanpath length as well as changes of these indices over the exploration course were analyzed. Results Subjects at ultra-high risk for psychosis statistically showed fewer fixation count (24±1 vs. 26±1, t=-2.314, P=0.023), fewer saccadic count (23±4 vs. 25±3, t=2.322, P=0.023), shorter scanpath length ((113±29)° vs. (130±28)°, t=2.772, P=0.007) and longer fixation duration ((362±85) ms vs. (321±52) ms, t=-2.866, P=0.005) compared to healthy controls. There were no statistical differences in total time and saccadic amplitude. A significant interaction of group×time(Fgroup×time (3, 86)= 3.115, P=0.030) in saccadic amplitude was found when testing changes in fixation duration and saccadic amplitude over the exploration time course. Conclusions Subjects at ultra-high risk for psychosis showed a limited scanpath pattern of visual exploration comparing with healthy controls. The pathophysiological significance of eye-movement abnormality in subjects at ultra-high risk deserves further research. Key words: Schizophrenia; Eye movements; Ultra-high risk for psychosis; Free visual exploration

Can eye movements be effectively measured to assess product design?: Gender differences should be considered

There are various techniques to determine the usability of a design such as product label. One of them is the employment of eye movement measurement technique which takes into account a more natural setting and actual user involvement. While previous studies have explained the definition of eye movement and in the usability of a design, this preliminary research was study the eye movement characteristics through the theory of eye tracking on product label that was choose by student, before the research will be further on expert validation on product label through interview. It combining several aspects in eye movement measurements comprises fixation count, fixation duration, cumulative proportion of respondent fixation count and cumulative proportion of respondents for fixation duration on area of interest (AOI) of product label design. The findings reveal that AOI for text design has the highest cumulative proportion of respondent in fixation count and fixation duration. However, AOI for text design also indicates that there was a lack of attention in eye movement. In conclusion, the characteristics of the design elements for each AOI can be determined by the proportion results of eye movement.

IntroductionObservational gait analysis is a widely used skill in physical therapy. Meanwhile, the skill has not been investigated using objective assessments. The present study investigated the differences in eye movement between professionals and trainees, while observing gait analysis.MethodsThe participants included in this study were 26 professional physical therapists and 26 physical therapist trainees. The participants, wearing eye tracker systems, were asked to describe gait abnormalities of a patient as much as possible. The eye movement parameters of interest were fixation count, average fixation duration, and total fixation duration.ResultsThe number of gait abnormalities described was significantly higher in professionals than in trainees, overall and in limbs of the patient. The fixation count was significantly higher in professionals when compared to trainees. Additionally, the average fixation duration and total fixation duration were significantly shorter in professionals. Conversely, in trunks, the number of gait abnormalities and eye movements showed no significant differences between groups.ConclusionsProfessionals require shorter fixation durations on areas of interest than trainees, while describing a higher number of gait abnormalities.

In mathematics education, representations are used in place of mathematical structures, ideas, or relationships to concretize, transform, and represent them. When students interact with these representations, they engage in various cognitive activities such as thinking, reasoning, understanding, remembering, problem-solving, attention, and decision-making, which are difficult to observe. Therefore, uncovering these cognitive activities is very significant for mathematics education. However, they are not easy to uncover as they cannot be directly observed. Eye tracking is an important approach that can be used to reveal cognitive activities that cannot be directly observed. This study investigated how middle school students examine representations by examining their eye movements. Eighty-five (40 girls and 45 boys) 7th-grade middle school students participated in the study. In the study, gaze durations, fixation count, and fixation duration on four different representation types: verbal representation, symbolic representation, number line representation, and counters representation were compared. The findings showed that students fixated more on the verbal representation and gazed at it for longer. However, fixation durations on the verbal representation were quite short compared to the other representations. In contrast, when examining the counters, there were fewer fixations and shorter gaze durations, but fixation durations were longer. Gazes on the number line and symbolic representation did not differ across all three variables. The findings indicated that gaze on verbal and non-verbal representations differed to some extent, but not entirely. Finally, the findings are discussed in the context of mathematical representation and eye-tracking literature.

Background and Context: Understanding how a student programmer solves different task types in different programming languages is essential to understanding how we can further improve teaching tools to support students to be industry-ready when they graduate. It also provides insight into students’ thought processes in different task types and languages. Few (if any) studies investigate whether any differences exist between the reading and navigation behavior while completing different types of tasks in different programming languages. Objectives: We investigate whether the use of a certain programming language (C++ versus Python) and type of task (new feature versus bug fixing) has an impact on performance and eye movement behavior in students exposed to both languages and task types. Participants: Fourteen students were recruited from a Python course that taught Python as an introductory programming language. Study Method: An eye tracker was used to track how student programmers navigate and view source code in different programming languages for different types of tasks. The students worked in the Geany Integrated Development Environment (IDE, used also in their course) while eye-tracking data was collected behind the scenes making their working environment realistic compared to prior studies. Each task type had a Python and C++ version, albeit on different problems to avoid learning effects. Standard eye-tracking metrics of fixation count and fixation durations were calculated on various areas of the screen and on source code lines. Normalized versions of these metrics were used to compare across languages and tasks. Findings: We found that the participants had significantly longer average fixation duration and total fixation duration adjusted for source code length during bug fixing tasks than the feature addition tasks, indicating bug fixing is harder. Furthermore, participants looked at lines adjacent to the line containing the bug more often before looking at the buggy line itself. Participants who added a new feature correctly made their first edit earlier compared to those who failed to add the feature. Tasks in Python and C++ have similar overall fixation duration and counts when adjusted for character count. The participants spent more time fixating on the console output while doing Python tasks. Overall, task type has a bigger effect on the overall fixation duration and count compared to the programming language. Conclusions: CS educators can better support students in debugging their code if they know what they typically look at while bug fixing. For new feature tasks, training students not to fear edits to learn about the code could also be actively taught and encouraged in the classroom. CS education researchers can benefit by building better IDE plugins and tools based on eye movements that guide novices in recognizing bugs and aid in adding features. These results will lead to updating prior theories on mental models in program comprehension of how developers read and understand source code. They will eventually help in designing better programming languages and better methods of teaching programming based on evidence on how developers use them.

The relationship between sports sponsorships and corporate financial returns in South Africa

Rapid Automatized Naming (RAN) is a strong predictor of reading aloud, though there is little agreement on what underpins RAN or how it relates to reading. Some theorize phonological skills, while others suggest that RAN reflects the “microcosm” of cognitive and attentional processes also required for reading, with more recent research using eye movements in an attempt to study this relationship. In the current study, we aimed to extend previous investigations to identify whether the temporal patterns of eye movements predict RAN and can, therefore, be established as a method to study the cognitive processes underlying RAN that could then be utilized to elucidate the relationship of RAN to reading. A Gazepoint eye tracker was used to record the eye movements of 93 learner readers aged 5–8 years (M age = 7.00) while performing a custom computerized alphabetic RAN task. Text reading accuracy, comprehension and rate; nonverbal intelligence; and phonological awareness abilities were also assessed. Regression analyses showed that, independently of phonological awareness, eye movements [Fixation Count (FC) and Fixation Duration (FD)] measured during RAN tasks were highly reflective of children’s rapid naming performance (92.8%). Both mean FC and mean FD during RAN tasks also predicted text reading accuracy (36.3%), comprehension (31.6%), and rate (36.2%) scores, and in predicting these text reading skills there was a high level of shared variance with RAN performance. In a sub-sample of participants, longer average FDs and counts independently discriminated children with reading difficulties (n = 18; aged 7–9) from neurotypical children matched for age (n = 18), but not from younger neurotypical children matched for reading level (n = 18; aged 5–6). Together, these results suggest that the analysis of eye movements recorded during RAN allows for the operationalization of many of the spatially and temporally-bound cognitive and attentional processes that underpin the RAN, and a step towards elucidating its relationship to reading.

Attaching an ad banner on a clip in a video-sharing website such as YouTube has become common although eye-tracking studies have concluded that this fails to secure visitors’ attention. To date, there have been no studies verifying whether ad banners on a video clip can ensure eye fixation from viewers. Through eye-tracking, this study investigates whether YouTube visitors fixate on ad banners, what the correlations between fixation duration on banners and overall fixation counts are, and the extent to which site visitors are able to recall details of ad banners and of the clip viewed. Using a Miramatrix eye-tracker to record YouTube viewers’ eye movements, this study showed that nearly all fixated at least once on an ad banner in a clip. However, less than 10% were able to correctly recall the ad content viewed. Nevertheless, about half of viewers were able to correctly recall clip details. duration on the banner and fixation counts on the clip are negatively correlated, but the relationship between fixation duration and counts on the banner was insignificant. This study sheds new light on YouTube advertising through the use of eye-tracking and advises advertisers to be attentive in selecting clips on which ad banners will appear. To cite this document: Chatpong Tangmanee, Fixation and recall of YouTube ad banners: An eye-tracking study, International Journal of Electronic Commerce Studies, Vol.7, No.1, pp.49-76, 2016. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1404 Â