Eye-tracking Approach Research Articles

Eye movements in binary food choice context: assessing the complexity of restaurant menus on virtue vs. vice foods

ABSTRACT This paper explores binary food choices through the lens of information load theory. We conducted two laboratory studies using the eye-tracking approach to understand the influence of the high menu complexity on visual attention for virtue versus vice food options. This paper also examined the moderating effect of time on the initial fixation. Our findings showed that the time duration taken to reach the first fixation influences binary food choices. This was evident when participants were tasked with selecting food options from a high menu complexity. Specifically, fixation duration is greater for virtue food than vice food in a high menu complexity context. However, no differences in fixation duration between vice and virtue foods were observed in low menu complexity. This study provides key insights into understanding how differences in menu complexity impact customers’ binary food choice decisions concerning vice and virtue foods.

Tourists’ visual attention to cultural landscapes under crowding stimuli: An eye-tracking approach

Research on visual attention and perceived crowding in culture-oriented tourism destinations remains scant. This study examines the effects of varying environmental stimuli on tourists’ visual attention to cultural landscapes. Eye-tracking experiments and self-reported surveys were used to collect data ( n = 50). Participants were asked to view photos presenting varying environmental stimuli (e.g. crowding, mask-wearing measurement, etc.) in two culture-oriented tourism destinations (indoor and outdoor culture-oriented tourism destinations), followed by a questionnaire survey. Findings revealed that tourists paid more attention to the human crowds than cultural landscape when social density increased. Perceived crowding was significantly influenced by visual attention to cultural landscapes in both indoor and outdoor tourism destinations, with more silent effects in indoor settings. The findings of this study extend the normative theory of crowding and dual-process theory, and provide practical insights to optimize design for cultural landscapes and facilities to minimize tourists’ perceived crowding in culture-oriented tourism destinations.

What you see is what you trace: a two-stage interview study on traceability practices and eye tracking potential

The benefits of traceability have widely been discussed in research. However, studies have also shown that traceability practices are still not prevalent in industrial settings due to the high manual effort and lack of tool support. In this paper, we explore the feasibility of using eye tracking to automatically detect trace links to reduce manual effort and thereby increase practical applicability. We conducted a two-stage interview study in industry. In Stage 1 we interviewed 20 practitioners to provide an overview of how traceability is established in practice and how an eye tracking approach would need to be applied in order to be useful. In Stage 2 we conducted interviews with 16 practitioners from one project context to elicit role-specific workflows and analyzed which activities are suitable to obtain useful traceability links based on gaze data. As there is no one-fits-all solution to traceability, and technical limitations of eye tracking still exist, we collected information on used artifact types, tools and requirements management practices to adjust an approach to actual traceability stakeholders’ needs. We report on perspectives from different roles in software projects and give an overview of traced artifacts, current traceability experiences, as well as benefits and doubts concerned with using eye tracking to obtain links automatically. We discuss the implications for the evaluation and implementation of an automatic tracing approach in practice and how eye tracking can support requirements engineering activities.

Taking another look at intelligence and personality using an eye-tracking approach

Intelligence and personality are both key drivers of learning. This study extends prior research on intelligence and personality by adopting a behavioral-process-related eye-tracking approach. We tested 182 adults on fluid intelligence and the Big Five personality traits. Eye-tracking information (gaze patterns) was recorded while participants completed the intelligence test. Machine learning models showed that personality explained 3.18% of the variance in intelligence test scores, with Openness and, surprisingly, Agreeableness most meaningfully contributing to the prediction. Facet-level measures of personality explained a larger amount of variance (7.67%) in intelligence test scores than the trait-level measures, with the largest coefficients obtained for Ideas and Values (Openness) and Compliance and Trust (Agreeableness). Gaze patterns explained a substantial amount of variance in intelligence test performance (35.91%). Gaze patterns were unrelated to the Big Five personality traits, but some of the facets (especially Self-Consciousness from Neuroticism and Assertiveness from Extraversion) were related to gaze. Gaze patterns reflected the test-solving strategies described in the literature (constructive matching, response elimination) to some extent. A combined feature vector consisting of gaze-based predictions and personality traits explained 37.50% of the variance in intelligence test performance, with significant unique contributions from both personality and gaze patterns. A model that included personality facets and gaze explained 38.02% of the variance in intelligence test performance. Although behavioral data thus clearly outperformed “traditional” psychological measures (Big Five personality) in predicting intelligence test performance, our results also underscore the independent contributions of personality and gaze patterns in predicting intelligence test performance.

Assessing the Legibility of Arabic Road Signage Using Eye Gazing and Cognitive Loading Metrics

This research study aimed to evaluate the legibility of Arabic road signage using an eye-tracking approach within a virtual reality (VR) environment. The study was conducted in a controlled setting involving 20 participants who watched two videos using the HP Omnicept Reverb G2. The VR device recorded eye gazing details in addition to other physiological data of the participants, providing an overlay of heart rate, eye movement, and cognitive load, which in combination were used to determine the participants’ focus during the experiment. The data were processed through a schematic design, and the final files were saved in .txt format, which was later used for data extraction and analysis. Through the execution of this study, it became apparent that employing eye-tracking technology within a VR setting offers a promising method for assessing the legibility of road signs. The outcomes of the current research enlightened the vital role of legibility in ensuring road safety and facilitating effective communication with drivers. Clear and easily comprehensible road signs were found to be pivotal in delivering timely information, aiding navigation, and ultimately mitigating accidents or confusion on the road. As a result, this study advocates for the utilization of VR as a valuable platform for enhancing the design and functionality of road signage systems, recognizing its potential to contribute significantly to the improvement of road safety and navigation for drivers.

Analysis of Traffic Organisation in the Kiss-and-Fly Zone of Kraków Airport: Eye-Tracking Study

When choosing the way to come to airports, quite a large number of passengers prefer when they are dropped off/picked up at airports using kiss-and-fly (K&F) zones. Such a travel option is associated with a special traffic organisation on the airport ground access. As there are no common regulations or standards when creating such a complex infrastructure object, it could be a challenge for drivers when searching and moving through it. Therefore, the main aim of the presented study was to assess and verify the eye-tracking technique as an objective tool, which can allow one to identify and estimate confusion points met by road users when using such an object. The field tests with 23 drivers were conducted in the K&F zone of Kraków Airport, and the data analysis focused on the traffic organisation and road signage as its key and integral parts. The eye-tracking approach allowed us to clearly find confusing situations for drivers as well as explain their reasons confirming its suitability and usefulness for the declared aim. Also, the perception of standardised and unstandardised signage of the K&F zone as well as the influence of route familiarity for drivers were discussed.

Evaluating the performance of gaze interaction for map target selection

ABSTRACT The eye tracking approach has the potential to facilitate more tailored and intelligent geoapplication interactions. There is a lack of knowledge regarding how gaze interaction influences user performance (accuracy and efficiency), visual behavior, and cognitive workload in real-world map-reading settings. In this study, we adopted a low-cost eye tracker and dwell time method to implement a fundamental gaze-based map interaction: target (point, line and area) selection. We administered a comparative experiment in which 36 participants were asked to perform a series of map target selection tasks using gaze-based and mouse interactions. The results demonstrated that gaze-based map interaction is comparable to mouse in terms of overall efficiency. By evaluating the visual behavior of the participants, we found that mouse interaction exhibited heightened fixation frequency and larger saccade amplitude than gaze interaction. Although gaze-based map interaction frustrated participants more often, the overall cognitive workload was no different from that of mouse interaction. These differences between interaction modes were largely affected by task types but rarely dependent on target shapes or positions. Moreover, participants evaluated gaze interaction higher in terms of attractiveness, stimulation and novelty. These results are beneficial for map interaction researchers and developers.

Exploring Gender Stereotype Perceptions: An Eye-Tracking Study on Household Product Commercials

Gender stereotyping, characterized by oversimplified perceptions of women and men in society, engenders prejudices that significantly impact individuals’ evaluations of different genders. The media, as a potent carrier of cultural and social norms, plays a pivotal role in shaping societal views on gender stereotypes. Advertising is a prevalent form of mass media that widely appears in people’s daily lives. Commercials embed cultural and social concepts when promoting products and establishing brand images. This study measures people’s gender stereotypes while viewing advertisements, specifically focusing on household products traditionally associated with females. Different groups of participants were exposed to advertisements adopting female and male models, respectively, with an eye-tracking device employed to record and quantify gaze distribution, which reflects people’s attention. Results revealed that female and male participants exhibited a greater attention bias toward male models in the advertisements.Additionally, female participants demonstrated heightened sensitivity to male models compared to the male participants in this experiment. This attention bias suggests a noteworthy phenomenon in household product advertisements, where traditionally female-associated tasks are incongruously portrayed with male models, prompting increased viewer attention due to the perceived disparity. This research utilizes a novel eye-tracking approach, providing quantitative and precise insights into gender stereotypes within advertising. The results revealed the enduring presence of gender stereotypes in today’s society. It is crucial to advocate for a more inclusive, fair, and unbiased perspective on gender to promote societal change, and the media plays a significant role in this responsibility.

Driver Recognition and Drowsiness Detection using Deep Learning Technique

Drowsiness and fatigue of automobile drivers reduce the drivers’ abilities of car manage, herbal reflex, recognition and notion. Such diminished vigilance stage of drivers is found at night time driving or overdriving, causing twist of fate and pose extreme danger to mankind and society. Therefore, it is very tons essential in this recent fashion in vehicle industry to include driving force help system which could hit upon drowsiness and fatigue of the drivers. This undertaking offers a nonintrusive prototype computer vision gadget for monitoring a driving force’s vigilance in real time. Eye tracking is one of the key technologies for destiny motive force help systems for the reason that human eyes contain lots statistics approximately the driver’s condition which includes gaze, attention stage, and fatigue degree. One problem commonplace too many eyes monitoring strategies proposed to this point is their sensitivity to lighting fixtures situation exchange. This has a tendency to seriously restrict their scope for car packages. Real- time detection and monitoring of the attention is an energetic region of research in laptop imaginative and prescient community. Localization and monitoring of the attention can be beneficial in face alignment. This challenge describes actual time eye detection and tracking approach that works underneath variable and sensible lighting fixtures situations. It is primarily based on a hardware device for the real-time acquisition of a driving force’s snap shots the use of digital camera and the software program implementation for monitoring eye that can avoid the accidents.

Mitigating the Vampire Effect of Using Celebrity in Advertising: An Eye-Tracking Approach

While marketing literature evidences celebrities and other well-known personalities as effective brand endorsers, practitioners are troubled by the potential for such famous personas to overshadow the brands and harm brand recall—a condition referred to as the vampire effect. This study investigates the existence of the vampire effect and more importantly how such an effect can be mitigated through changes in proximity and engagement between the celebrity and the advertised offering. A large-scale eye-tracking study of more than one hundred brands across eight product categories reveals that the vampire effect of celebrity endorsers is prominent, as viewers paid attention to the celebrity’s face for a significantly longer time than they paid to other ad elements. From a visual attention approach, this research also sheds light on how to minimize the vampire effect by investigating celebrity–product visual and cognitive proximity through two controlled eye-tracking experiments. Both theoretical and managerial implications of the findings are discussed.

Cross-Task and Cross-Participant Classification of Cognitive Load in an Emergency Simulation Game

Assessment of cognitive load is a major step towards adaptive interfaces. However, non-invasive assessment is rather subjective as well as task specific and generalizes poorly, mainly due to methodological limitations. Additionally, it heavily relies on performance data like game scores or test results. In this study, we present an eye-tracking approach that circumvents these shortcomings and allows for effective generalizing across participants and tasks. First, we established classifiers for predicting cognitive load individually for a typical working memory task (n-back), which we then applied to an emergency simulation game by considering the similar ones and weighting their predictions. Standardization steps helped achieve high levels of cross-task and cross-participant classification accuracy between 63.78% and 67.25% for the distinction between easy and hard levels of the emergency simulation game. These very promising results could pave the way for novel adaptive computer-human interaction across domains and particularly for gaming and learning environments.

The eyes speak when the mouth cannot: Using eye movements to interpret omissions in primary progressive aphasia

Though it may seem simple, object naming is a complex multistage process that can be impaired by lesions at various sites of the language network. Individuals with neurodegenerative disorders of language, known as primary progressive aphasias (PPA), have difficulty with naming objects, and instead frequently say “I don't know” or fail to give a vocal response at all, known as an omission. Whereas other types of naming errors (paraphasias) give clues as to which aspects of the language network have been compromised, the mechanisms underlying omissions remain largely unknown. In this study, we used a novel eye tracking approach to probe the cognitive mechanisms of omissions in the logopenic and semantic variants of PPA (PPA-L and PPA-S). For each participant, we identified pictures of common objects (e.g., animals, tools) that they could name aloud correctly, as well as pictures that elicited an omission. In a separate word-to-picture matching task, those pictures appeared as targets embedded among an array with 15 foils. Participants were given a verbal cue and tasked with pointing to the target, while eye movements were monitored. On trials with correctly-named targets, controls and both PPA groups ceased visual search soon after foveating the target. On omission trials, however, the PPA-S group failed to stop searching, and went on to view many foils “post-target”. As further indication of impaired word knowledge, gaze of the PPA-S group was subject to excessive “taxonomic capture”, such that they spent less time viewing the target and more time viewing related foils on omission trials. In contrast, viewing behavior of the PPA-L group was similar to controls on both correctly-named and omission trials. These results indicate that the mechanisms of omission in PPA differ by variant. In PPA-S, anterior temporal lobe degeneration causes taxonomic blurring, such that words from the same category can no longer be reliably distinguished. In PPA-L, word knowledge remains relatively intact, and omissions instead appear to be caused by downstream factors (e.g., lexical access, phonological encoding). These findings demonstrate that when words fail, eye movements can be particularly informative.

Vision as a piece of the head trauma puzzle.

Approximately half of the brain's circuits are involved in vision and control of eye movements. Therefore, visual dysfunction is a common symptom of concussion, the mildest form of traumatic brain injury (TBI). Photosensitivity, vergence dysfunction, saccadic abnormalities, and distortions in visual perception have been reported as vision-related symptoms following concussion. Impaired visual function has also been reported in populations with a lifetime history of TBI. Consequently, vision-based tools have been developed to detect and diagnose concussion in the acute setting, and characterize visual and cognitive function in those with a lifetime history of TBI. Rapid automatized naming (RAN) tasks have provided widely accessible and quantitative measures of visual-cognitive function. Laboratory-based eye tracking approaches demonstrate promise in measuring visual function and validating results from RAN tasks in patients with concussion. Optical coherence tomography (OCT) has detected neurodegeneration in patients with Alzheimer's disease and multiple sclerosis and may provide critical insight into chronic conditions related to TBI, such as traumatic encephalopathy syndrome. Here, we review the literature and discuss the future directions of vision-based assessments of concussion and conditions related to TBI.

Observing Cognitive Load During Online Learning with Various Task Complexities: An Eye Tracking Approach

Observing Cognitive Load During Online Learning with Various Task Complexities: An Eye Tracking Approach

Observing cognitive load during online learning with various task complexities: an eye tracking approach

Observing cognitive load during online learning with various task complexities: an eye tracking approach

Features of eye movements during rapid automatized naming in Chinese children aged 7-11 years.

Rapid Automatized Naming (RAN) tests have been well-documented to predict reading abilities as well as a variety of neurobiological disorders (e.g., developmental dyslexia). Traditional measures of RAN tests only take into account the naming time and accuracy and cannot reflect temporal-spatial features during RAN tests. Although the eye tracking approach appears to be a promising tool for characterizing the essential temporal-spatial characteristics of RAN tests, no research has been conducted to investigate whether and how gender, age, and task-type alter those characteristics. Additionally, no study has examined eye movements during a Chinese adaptation of RAN in order to expand the applicability of RAN to developmental dyslexia in Chinese. To address the concerns stated above, this article recruited 408 children (206 males, aged 7-11 years) and adopted eight measures to quantify features of eye movements during a Chinese adaptation of RAN. Findings showed that: (1) eight eye-movement measures had the main effects of task-type and age, but only five of them had the main effect of gender (in particular, females outperformed males); (2) RAN abilities observed by eight eye-movement measures initially developed quickly before the age of 9, and then entered a relatively sluggish development phase; (3) non-alphanumeric RAN tasks generally required higher mental load (implying more fixation counts, saccade counts, and regression counts, smaller average saccade amplitude, fixation duration fluctuation and saccade amplitude fluctuation, and longer average fixation duration and total time of naming) than alphanumeric ones; (4) there were significant correlations between total time of naming (a widely-used behavioral parameter) and other eye-movement measures; and (5) there were significant correlation between eight eye-movement measures and three attention-related skills observed from a number cancellation task. The current study might offer some perspectives on the understanding of normative data of eye movements during RAN in Chinese school-aged children, as well as the applications (e.g., developmental dyslexia) associated with RAN.

영어학습자들의 관계절 수식 구문처리 프라이밍 효과의 시선추적분석

The current study aims to investigate when ESL university students process dative structure in primed and unprimed condition based on eye-tracking data. Since eye-tracking approach enables us to collect and analyze data by measuring eye-movements and connect these to investigate language processing, researchers can have insight of learners’ language processing (Conklin et al., 2018). The results from eye-tracking data showed that the primed and unprimed eye-tracking conditions were similar in sentence level, but different in NP1, NP2, and verb areas showing priming effects. The eye-tracking approach used in this research gave more in-depth explanations of how sentences were processed while reading challenging relative clauses that alter noun phrases.

Capturing Dynamic Trust Metrics during Shared Space Human Robot Collaboration: An eye-tracking approach

Capturing Dynamic Trust Metrics during Shared Space Human Robot Collaboration: An eye-tracking approach

Estimating 3D spatiotemporal point of regard: a device evaluation.

This paper presents and evaluates a system and method that record spatiotemporal scene information and location of the center of visual attention, i.e., spatiotemporal point of regard (PoR) in ecological environments. A primary research application of the proposed system and method is for enhancing current 2D visual attention models. Current eye-tracking approaches collapse a scene's depth structures to a 2D image, omitting visual cues that trigger important functions of the human visual system (e.g., accommodation and vergence). We combined head-mounted eye-tracking with a miniature time-of-flight camera to produce a system that could be used to estimate the spatiotemporal location of the PoR-the point of highest visual attention-within 3D scene layouts. Maintaining calibration accuracy is a primary challenge for gaze mapping; hence, we measured accuracy repeatedly by matching the PoR to fixated targets arranged within a range of working distances in depth. Accuracy was estimated as the deviation from estimated PoR relative to known locations of scene targets. We found that estimates of 3D PoR had an overall accuracy of approximately 2° omnidirectional mean average error (OMAE) with variation over a 1 h recording maintained within 3.6° OMAE. This method can be used to determine accommodation and vergence cues of the human visual system continuously within habitual environments, including everyday applications (e.g., use of hand-held devices).

Comparison of the importance of beef price labelling aspects: An eye-tracking approach

Self-reported approaches such as surveys are a common way in which consumers' preferences and needs can be assessed but this approach can provide incorrect results. Few studies combine data from cognitive psychology, cognitive neuroscience, and marketing. Among these techniques, eye-tracking can be used to elucidate how observers' overt visual attention is acted upon, and it can also be employed to evaluate and compare individuals' graphic search behaviour in a number of settings. Using eye-tracking technology, the purpose of this article is to identify how beef consumers pay attention to the information on price labels and to compare that to their self-reported attention ratings. The dataset used in this study consists of 307 participants. Kendall's W tests were used to identify and rank consumers' preferences from eye-tracking and post-test questionnaires. Pearson's correlations were used to correlate consumers' demographic information against their eye-tracking data. Results from the eye-tracking test showed that the aspects that received the most attention from the participants were the price of the pack, butchery name, and classification of the meat. The price of the pack was looked at more times by the largest share of consumers, and for the most extended period of all labelling, aspects presented. Results also showed that the butchery's name was the labelling aspect consumers mostly paid attention to first. Fewer consumers tended to look at the packaging date, sell-by date and cut name. A difference was found between the aspects that the participants indicated were the most important when buying red meat and what aspects they actually paid attention to when looking at packs of beef. Correlation results suggest that younger consumers are more likely to pay attention to the price labelling aspects and for a longer period. However, it will be at a later stage than older consumers. Also, price label information seems to be more important to higher educated beef consumers. The vital role that eye-tracking can play in improving the accuracy of research has been highlighted in the study. Marketing agents will also be able to use eye-tracking to ensure that products meet the demands of their customers. Future studies must be performed to confirm the results of this study before they can be generalised. It would be worthwhile to also test consumers' understanding of beef price label information.