Fixation Count Research Articles

An Identity Recognition Model Based on RF-RFE: Utilizing Eye-Movement Data.

Can eyes tell the truth? Can the analysis of human eye-movement data reveal psychological activities and uncover hidden information? Lying is a prevalent phenomenon in human society, but research has shown that people's accuracy in identifying deceptive behavior is not significantly higher than chance-level probability. In this paper, simulated crime experiments were carried out to extract the eye-movement features of 83 participants while viewing crime-related pictures using an eye tracker, and the importance of eye-movement features through interpretable machine learning was analyzed. In the experiment, the participants were independently selected into three groups: innocent group, informed group, and crime group. In the test, the eye tracker was used to extract a total of five categories of eye-movement indexes within the area of interest (AOI), including the fixation time, fixation count, pupil diameter, saccade frequency, and blink frequency, and the differences in these indexes were analyzed. Building upon interpretable learning algorithms, further investigation was conducted to assess the contribution of these metrics. As a result, the RF-RFE suspect identification model was constructed, achieving a maximum accuracy rate of 91.7%. The experimental results further support the feasibility of utilizing eye-movement features to reveal inner psychological activities.

Heterosexual Men's Visual Attention to Nude Images Depicting Cisgender Males, Cisgender Females, and Gynandromorphs.

Gynandromorphophilia refers to sexual attraction and arousal to feminine males, who may or may not have breasts, and who retain their penises. Previous research has suggested that some capacity for gynandromorphophilia may characterize males who are gynephilic (i.e., sexually attracted and aroused to adult females). This study examined Canadian cisgender gynephilic men's (n = 65) visual attention and subjective ratings of sexual arousal when presented with nude images of feminine males with, and without breasts, masculine males, and feminine females. Visual attention was assessed using an infrared eye-tracker. Subjective arousal to feminine females was highest, followed by subjective arousal to feminine males with breasts, feminine males without breasts, and masculine males. However, subjective arousal to feminine males without breasts and to masculine males did not differ significantly. The patterning of visual attention to images of females was unique, in that participants were equally likely to attend first to the face, chest or genitals. These areas also elicited relatively greater fixation durations and counts. Although participants fixated onto the chests of feminine males with breasts for longer durations than those of masculine males, most of the differences between feminine males, with and without breasts, were non-significant. These results suggest that female sex-based traits play a more primary role in gynephilic men's sexual arousal than feminine gender-based traits.

Shifty Eyes: The Impact of Intolerance of Uncertainty on Gaze Behaviour During Threat Conditioning

Previous research has demonstrated that individuals with high levels of Intolerance of Uncertainty (IU) have difficulty updating threat associations to safety associations. Notably, prior research has focused on measuring IU-related differences in threat and safety learning using arousal-based measures such as skin conductance response. Here we assessed whether IU-related differences in threat and safety learning could be captured using eye-tracking metrics linked with gaze behaviours such as dwelling and scanning. Participants (N = 144) completed self-report questionnaires assessing levels of IU and trait anxiety. Eye movements were then recorded during each conditioning phase: acquisition, extinction learning, and extinction retention. Fixation count and fixation duration served as indices of conditioned responding. Patterns of threat and safety learning typically reported for physiology and self-report were observed for the fixation count and fixation duration metrics during acquisition and to some extent in extinction learning, but not for extinction retention. There was little evidence for specific associations between IU and disrupted safety learning (e.g., greater differential responses to the threat vs. safe cues during extinction learning and retention). While there was tentative evidence that IU was associated with shorter fixation durations (e.g., scanning) to threat vs. safe cues during extinction retention, this effect did not remain after controlling for trait anxiety. IU and trait anxiety similarly predicted greater fixation count and shorter fixation durations overall during extinction learning, and greater fixation count overall during extinction retention. IU further predicted shorter fixation durations overall during extinction retention. However, the only IU-based effect that remained significant after controlling for trait anxiety was that of fixation duration overall during threat extinction learning. Our results inform models of anxiety, particularly in relation to how individual differences modulate gaze behaviour during threat conditioning.

POMS and eye movement: Two indicators for performance in athletics

BackgroundRegularly and scientifically participating in athletics is beneficial for physical and mental health. Mood or emotions are important component of psychology and a major indicator of physical and mental health. Positive and negative mood or emotions can have a strong impact on physical responsiveness. The aim of the present study was to explore whether mood or emotional state influence performance in athletics. MethodsMood, analyzed by Profile of Mood States, and emotional state, reflected by eye movement (looking at times and length), were used to predict track or field performance in training and competition. Results1. The profile of track training (except 3rd week) resembled an iceberg profile (highest vigor scores) and the profile on the 3rd week resembled a “melting” iceberg profile, in which positive mood (vigor and self-esteem) was decreased and negative mood, particularly depression and anger, was significantly increased. The profile of field training almost overlapped, with the exception of depression decreasing markedly on the 3rd and 4th weeks. 2. Positive mood overpowered negative mood, particularly following a track competition; positive emotions exceed negative emotions following track and field competition. 3. The results of the regression analysis showed that an improvement in track performance was negatively correlated with a rise in total mood disturbance (TMD), and field performances were positively correlated with positivity of emotion, as tested by eye movement. 4. Good performance in track events appeared to be associated with decreased vigor and increased fatigue during 3rd and 4th track training; decreased depression and fatigue, and increased vigor as well as low observe length of watching negative emotional pictures (NEPs) before track competition. A good performance in field events appeared to be associated with anger decrease and confusion increase, increased fixation counts of watching positive emotional pictures (PEPs), and decreased fixation and observe counts of watching NEPs before field competition. ConclusionsThe present study proved that different indicators appeared to measure different sport performances: More indicators of Profile of Mood States inclined to predict track performance, while more eye movement indicators could predict field performance. Mixed methods could provide a better understanding of performance than a single approach alone. These findings provided theoretical support and supplementary data for practical applications in the design of comprehensive training programs.

Efeitos do realce do input no noticing e na aprendizagem da gramática em PLE: um estudo de rastreamento ocular

This work aims to investigate the effects of input enhancement vs. input flood on noticing and grammatical development in Chinese learners of Portuguese as a foreign language. Thirty-six participants were divided in two groups: the experimental group (n = 18) performed a reading task with enhanced input and the control group (n = 18) read the same text without enhancement. The target form was the present subjunctive used in three specific contexts. A pretest/ posttest design was used, and four eye tracking measures were selected (first fixation duration, gaze duration, total fixation duration and fixation count). Grammar correction increased significantly in the posttest of both groups. In the unenhanced group (i.e., input flood group) learners’ noticing on the target-form was significantly higher through first fixation duration. Thus, the input enhancement hypothesis (Sharwood Smith, 1991, 1993) was not confirmed, as enhancement did not promote noticing nor a deeper processing of the input. Pedagogical implications of this research are discussed.

Consumer trust and pharmaceutical advertising strategies: physiological responses to ‘Actor Portrayal’ versus ‘Real Patient’ disclaimers

ABSTRACT Americans often learn about important health issues through pharmaceutical advertisements. Unfortunately, public trust in the pharmaceutical industry historically registers at low levels. Therefore, it is important to examine different aspects of commercial elements that may promote or prevent audience trust. This study combines different levels of viewing experience (comparing implicit micro-level behaviours with explicit self-reports) to examine the potential effect of ‘Actor Portrayal’ versus ‘Real Patient’ disclaimers in HPV vaccination advertisements. Key findings show that fixation count on the type of disclaimer significantly predicted perceptions of message credibility. Exposure to specific disclaimers also influenced perceptions of vaccine effectiveness as well as future vaccination intentions. The practical implications of these results are discussed in relation to establishing audience trust and evaluating current industry practices.

Brief mindfulness meditation intervention improves attentional control of athletes in virtual reality shooting competition: Evidence from fNIRS and eye tracking

Attentional control is a crucial cognitive ability for sports performance. The current research aimed to investigate whether a brief (20-min) pre-competition mindfulness meditation (MM) intervention enhances athletes' attentional control during competitions and alters the activity of brain regions related to attentional control. We created a virtual reality shooting competition to compare the eye-gaze indicators and functional near-infrared spectroscopy (fNIRS) parameters of 78 university athletes after 20 min of MM or 20 min of mind wandering (MW). Participants’ average fixation durations (AFDs) on task-relevant information (targets) were significantly longer in the MM group. In contrast, both average fixation counts (AFCs) and AFDs on task-irrelevant information (the ranking screen) were significantly lower in the MM group than in the MW group. Additionally, the MM group exhibited significantly stronger activation of the left and right dorsolateral prefrontal cortex (dlPFC) as well as higher levels of oxygenated haemoglobin [HbO] and greater functional connectivity (FC) of the right dlPFC, which was considered evidence of recruitment for attentional control. Moreover, the MM group achieved significantly better shooting performance than the MW group. Overall, the findings suggest that one session 20-min MM practice pre-competition facilitates focus during competition and improves athletic performance. We recommend the application of brief mindfulness practice in sports, especially in closed-skill sports that require high attention participation (e.g., shooting, archery, darts, golf, gymnastics, skating etc.).

Examination of eye movements during visual scanning of real-world images in Alzheimer's disease and amnestic mild cognitive impairment

Available evidence shows that Alzheimer's disease (AD) patients display inefficiencies in visual scanning of their surroundings, directing their attention towards non-relevant aspects of scenes. Not much is known about eye movements during visual scanning in individuals with amnestic mild cognitive impairment (aMCI). Notably, a consensus has yet to be reached on this issue. Furthermore, prior research has indicated the existence of visual attention deficits in individuals diagnosed with AD and aMCI. The objective of this study was to examine the visual scanning patterns of individuals diagnosed with AD, aMCI, and healthy controls (HC) when viewing various scenes. Thirty patients with AD, 32 aMCI, and 32 HC were included in the study. A set of 30 real-life scene images were presented to the participants in the visual scanning task. Participants' eye events were monitored using the EyeLink 1000 Plus in this task. The results indicate a significant reduction in total fixation duration, number of scanned areas, fixation counts, and saccade counts in AD as compared to those with aMCI and HC. The research did not reveal any significant statistical differences in eye parameters between the aMCI and HC groups. This study found abnormalities in visual scanning in AD compared to aMCI and HC. Visual scanning patterns of aMCI patients were not different from HC. Previous studies have specifically shown visual attention difficulties in AD and MCI. Our findings may be related to visual attention difficulties in AD. In addition, this study is the first to examine visual scanning behaviour with real-world images in AD and aMCI.

Gaze patterns of dentists while evaluating bitewing radiographs

ObjectivesUnderstanding dentists’ gaze patterns on radiographs may allow to unravel sources of their limited accuracy and develop strategies to mitigate them. We conducted an eye tracking experiment to characterize dentists’ scanpaths and thus their gaze patterns when assessing bitewing radiographs to detect primary proximal carious lesions. Methods22 dentists assessed a median of nine bitewing images each, resulting in 170 datasets after excluding data with poor quality of gaze recording. Fixation was defined as an area of attentional focus related to visual stimuli. We calculated time to first fixation, fixation count, average fixation duration, and fixation frequency. Analyses were performed for the entire image and stratified by (1) presence of carious lesions and/or restorations and (2) lesion depth (E1/2: outer/inner enamel; D1–3: outer-inner third of dentin). We also examined the transitional nature of the dentists’ gaze. ResultsDentists had more fixations on teeth with lesions and/or restorations (median=138 [interquartile range=87, 204]) than teeth without them (32 [15, 66]), p<0.001. Notably, teeth with lesions had longer fixation durations (407 milliseconds [242, 591]) than those with restorations (289 milliseconds [216, 337]), p<0.001. Time to first fixation was longer for teeth with E1 lesions (17,128 milliseconds [8813, 21,540]) than lesions of other depths (p = 0.049). The highest number of fixations were on teeth with D2 lesions (43 [20, 51]) and lowest on teeth with E1 lesions (5 [1, 37]), p<0.001. Generally, a systematic tooth-by-tooth gaze pattern was observed. ConclusionsAs hypothesized, while visually inspecting bitewing radiographic images, dentists employed a heightened focus on certain image features/areas, relevant to the assigned task. Also, they generally examined the entire image in a systematic tooth-by-tooth pattern.

Painting Restoration and the Eye of the Beholder: A Mobile Eye-Tracking Study at the Unterlinden Museum

Abstract Art historical literature has often discussed the impact of painting restorations on viewers. Although many theoretical hypotheses have been proposed regarding the effect of restoration on the beholder’s eye, little empirical research has addressed this topic. This study aimed to fill this gap by investigating whether painting restoration has a meaningful influence on the visual perception of art viewers at the eye-movement level. Specifically, the study designed a mobile eye-tracking study in an ecologically valid setting — the art museum — to investigate the effects of restoration on ten panels from the Isenheim Altarpiece (1512–1516) by Matthias Grünewald, currently displayed at the Unterlinden Museum in France. In this study, 86 museum visitors looked at paintings while wearing eye-tracking glasses before (n = 43) and after (n = 43) restoration. The following measures were analyzed: (1) Total Viewing Time; (2) Duration of the First Fixation; (3) Relative Fixation Count; (4) Fixation Heat Maps; (5) Time to First Fixation in areas of interest (AOIs). The results suggested that Relative Fixation Count significantly increased after restoration. Conversely, the Total Viewing Time and Duration of the First Fixation did not seem to be significantly affected by restoration. The Heat Maps suggested a broader visual inspection of the images and a more explorative gaze pattern after restoration. Moreover, the Time to First Fixation in AOIs significantly decreased after restoration. These findings provide the first empirical evidence of the impact of restoration on the visual perception of genuine paintings as opposed to reproductions observed in a museum.

Visual search in patients with Alzheimer’s disease and mild cognitive impairment: Kitchen scanning task

AbstractBackgroundWe aimed to evaluate the visual scanning patterns of patients with Alzheimer’s Disease (AD) and amnestic mild cognitive impairment (aMCI).Method29 AD patients (mean age 72,5±7.9 years), 34 aMCI patients (mean age 70,6±6,7 years), and 32 healthy control (HCs) (mean age 68,5±6,2 years) were given neuropsychological tests (NT) with five domains and eye movements were recorded when doing a kitchen scanning task. Firstly, participants were asked to find a single object in the three kitchen pictures shown and secondly to prepare scrambled eggs, Turkish coffee and breakfast. The first 3 pictures are 6000 ms, the other 3 pictures are shown for 10000 ms. The kitchen materials required for the given tasks were identified as an area of interest. Fixation duration, fixation count, first fixation duration, and saccade count were recorded with EyeLink 1000 Plus video eye tracker.ResultThere was no significant difference in age and education between aMCI, AD patients, and HCs (p&lt;0,05). In the first task, AD patients were a statistically decreased in fixation duration than aMCI and HC groups (p = 0,001), and in saccade count compared to HC’s (p = 0,031). Also, patients with AD were a statistically increased number of fixations in the out of interest area compared to aMCI and HC groups (p = 0,009). In the second task, AD patients had significantly decreased fixation duration compared to aMCI and HC groups (p = 0,006), and in first fixation duration than HC’s (p = 0,02). In addition, AD patients had significantly decreased number of saccades in the out of interest area compared to HC’s (p = 0,048). All measured saccadic parameters were weakly correlated with cognitive test scores (r = 0,2‐0,4).ConclusionThis study showed that patients with Alzheimer’s disease performed fewer saccades when visual scanning and scanned the visual field less with a shorter fixation duration compared to aMCI and HC’s. This may be related to the deterioration of visual memory and visual attention in AD patients.

The deficient cue monitoring and the facilitating effect of prosocial intention on prospective memory in patients with schizophrenia spectrum disorders

The study aimed to investigate the cognitive processing of prospective memory (PM) in patients with schizophrenia spectrum disorders (SSDs) by using an eye-tracking paradigm. In addition, the facilitating effects of prosocial intention (the desire to help others) on PM in SSDs were also examined. In phase 1, 26 patients (group1) and 25 healthy controls (HCs) were compared in an eye-tracking PM paradigm in terms of the PM accuracy and eye-tracking indices. In phase 2, 21 more patients (group2) were recruited, and a prosocial intention was introduced in the eye-tracking PM paradigm. Their PM accuracy and eye-tracking indices were compared with those in group1. The PM cue monitoring was indicated by the total fixation counts and fixation time on distractor words. In phase 1, group1 showed lower PM accuracy, fewer fixation counts and less fixation time on distractor words than HCs. In phase 2, group2 (with prosocial intention) performed significantly better than group1 (with typical instruction) on both PM accuracy and fixation time on distractor words. In both groups of SSDs, the PM accuracy was significantly correlated with both the fixation counts and the fixation time of distractor words. After controlling for the cue monitoring indices, the difference in PM accuracy remained significant between group1 and HCs but disappeared between group1 and group2. The cue monitoring deficit contributes to the PM impairment in SSDs. The facilitating effect of prosocial intention disappears after the control of cue monitoring, also indicating its critical role in PM.

Sensitivity to moral goodness under different aesthetic contexts

ABSTRACT Does context influence our appreciation of beauty? To answer this question, two experiments were conducted to determine the effect of contextual aesthetics on the recognition of moral behavior. Experiment 1 demonstrated that individuals in a high-aesthetic context had a quicker recognition time for moral behavior than those in a low-aesthetic context. In a low-aesthetic context, individuals recognize immoral behavior more quickly than in a high aesthetic context. Individuals showed greater recognition rates for moral behavior in a high aesthetic context and higher recognition for immoral behaviors in a low aesthetic context for behavior with unclear information. Experiment 2 revealed that individual fixation counts were smaller under the conditions of high aesthetic context and moral behavior than under the conditions of low aesthetic context and moral behavior, indicating a correlation between low aesthetic context and immoral behavior. This study shows that high aesthetic context facilitates the recognition of moral behavior, which has implications for moral education.

The evaluation of decorated camera housings – A driving simulator study

Traffic enforcement cameras can lead to unwanted side-effects. For instance, red-light cameras at intersections can increase the chance at rear-end collisions, probably caused by slowing down abruptly. Additionally, on the highways, speed cameras could lead to kangaroo-jumps in driving speed. Warning drivers about cameras is a possible solution. Cameras that are uncommonly decorated (e.g. colored in pink or in yellow) may provide better conspicuity compared to those in standard colors like gray. However, besides warning drivers about their presence, more conspicuity of cameras could also distract drivers from the primary driving task. Therefore, the impact of such decoration on safety is unclear. This study evaluates different decorated designs of the camera housing and how such decoration may influence camera's conspicuity and induce distraction while driving.Three camera colored-designs were evaluated (gray, pink, and a mixture of yellow and black) using a driving simulator. Fifty-four participants drove nine different conditions, i.e. three camera-designs in three roadway-settings (basic highway segments, intersections operating during the amber-phase, and intersections with a bicycle-lane). Subjective and objective measures allowed to assess if: 1) decorated camera housings increased conspicuity, 2) signs of distraction could be found, and 3) driving was influenced. In addition to the detection success rate, other eye-tracking parameters were: time-to-first-fixation, fixation count, and average and total fixation duration. Driving measures, i.e. speed, acceleration or deceleration rate, lane-keeping behavior, and minimum time-to-collision, were included to assess if the tested camera-designs impacted driving behavior. Moreover, a post-drive questionnaire assessed the participants' opinions. Using camera colored-designs improved the camera's conspicuity. However, driving measures remained comparable across the three camera-designs. Although the subjective data indicated some distraction from the decorated cameras, clear indications for an effect on traffic safety were lacking. Meanwhile, a little over half of the respondents supported camera decoration. The current study does not allow firm conclusions, and additional research is recommended.

Neuro-Marketing in Understanding Consumer Behavior: Systematic Literature Review

Neuromarketing and its implicit and automated processes influence customer decision-making and expose any concealed understanding of consumer behavior. There is a rising interest in studying how consumers' brain responses affect their decision-making process because one of the most important questions in today's market is what motivates consumers to choose one product over another. Although neuromarketing positions itself as one of the key fields of research targeted at accomplishing this objective, it is still a young and rapidly evolving discipline. The study's research proposal was to examine how advertising influences consumers' purchasing decisions when shopping online. Examining the role of customers' gaze spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing efforts is another goal. The consumer provides the stimulus, and the advertising effort gauges the response. Authors used the systematic literature review of latest studies. Inclusion and exclusion of scanned literature was conducted with help of PRISMA. For check effect size of used literature authors employed the Forest Plot based on partial correlation. Publication bias of SLR was viewed with the Funnel plot. Bibliometrics analysis and content analysis was conducted to support the reviewed literature strength.

Friend or foe? Using eye-tracking technology to investigate the visual discrimination ability of giant pandas.

The role that visual discriminative ability plays among giant pandas in social communication and individual discrimination has received less attention than olfactory and auditory modalities. Here, we used an eye-tracker technology to investigate pupil fixation patterns for 8 captive male giant pandas Ailuropoda melanoleuca. We paired images (N = 26) of conspecifics against: 1) sympatric predators (gray wolves and tigers), and non-threatening sympatric species (golden pheasant, golden snub-nosed monkey, takin, and red panda), 2) conspecifics with atypical fur coloration (albino and brown), and 3) zookeepers/non-zookeepers wearing either work uniform or plain clothing. For each session, we tracked the panda's pupil movements and measured pupil first fixation point (FFP), fixation latency, total fixation count (TFC), and duration (TFD) of attention to each image. Overall, pandas exhibited similar attention (FFPs and TFCs) to images of predators and non-threatening sympatric species. Images of golden pheasant, snub-nosed monkey, and tiger received less attention (TFD) than images of conspecifics, whereas images of takin and red panda received more attention, suggesting a greater alertness to habitat or food competitors than to potential predators. Pandas' TFCs were greater for images of black-white conspecifics than for albino or brown phenotypes, implying that familiar color elicited more interest. Pandas reacted differently to images of men versus women. For images of women only, pandas gave more attention (TFC) to familiar combinations (uniformed zookeepers and plain-clothed non-zookeepers), consistent with the familiarity hypothesis. That pandas can use visual perception to discriminate intra-specifically and inter-specifically, including details of human appearance, has applications for panda conservation and captive husbandry.

What roles matter? An explorative study on bullying and cyberbullying by using the eye-tracker.

Bullying and cyberbullying are serious public health concerns that involve more roles beyond the bully and the victim (pro-bullies, defenders, bystanders). However, students often perceive the phenomena as dyadic. The purpose was to examine students' perceptions of different roles when observing bullying and cyberbullying scenes combining implicit (attention by using the eye-tracker) and explicit (verbal reports) measures. We included 50 Italian students (aged 10-11). Students watched 12 drawings of different types of bullying and cyberbullying while their gaze was tracked, and subsequently described each drawing verbally. We ran repeated measure ANOVAs to compare attentional indexes (fixation count, visit count and total fixation duration) in observing roles and Cochran's Q test to evaluate differences in the verbal identification of roles. Overall, the victim and bully were the most observed and identified roles in every type of bullying and cyberbullying scenario. Concerning the other roles, a discrepancy was observed between the implicit and explicit measures since although it was greatly identified, the pro-bully received less attention, and while the bystander received great attention, it was mentioned less. Finally, the defender was more observed and identified in physical bullying and cyberbullying. Our study points out for the first time the dyadic perception of the phenomena among adolescents using implicit and explicit measures and sheds light on differences among the roles in different forms of bullying. Further research including the eye-tracker would be worthwhile given the possibility of exploring the phenomena from different perspectives.

The Role of Spatial Ability and Attention Shifting in Reading of Illustrated Scientific Texts: An Eye Tracking Study

The purpose of the study is to examine the role of spatial ability and attention shifting in reading of illustrated science texts. Thirty-five fourth/fifth elementary students read two science texts. Prior knowledge and retention/transfer learning outcomes were measured using researcher-developed measures. While reading, students’ eye movements were monitored with an eye-tracker. Several eye movement indices were used to reflect reading processes. Fixation count on text/picture was used to represent students’ attentional focus on text or picture. Text to text saccades and picture to picture saccades were used to reflect students’ information organization. Students’ integrative reading behavior was measured by eye movement transitions between text and picture. Wisconsin Card Sorting Test and Visual Perception Skill Test were used to assess attention shifting and visuospatial working memory, respectively. Multiple regressions were conducted to examine whether students’ spatial ability and attention shifting predict text processing, picture processing, or integrative processing of text and picture. Hierarchical regressions were conducted to examine whether students’ integrative reading make unique and direct contributions to their learning outcomes. The study found that 1) both spatial ability and attention shifting are significant predictors for integrative reading behavior while they are not for other processing behaviors (i.e., text processing and picture processing) and 2) integrative reading behaviors in illustrated text reading account for significant amounts of variance in the transfer outcomes while not in the retention outcomes. This study gives practical implications on the development of visual literacy interventions and on how teachers design their instruction about science text reading.

Effects of Anthropomorphic Design Cues of Chatbots on Users’ Perception and Visual Behaviors

Measurement of users’ perception and visual behaviors to anthropomorphic design cues of chatbots can improve our understanding of chatbots and potentially optimize chatbot design. However, as two typical and basic features, how chatbot appearances and conversational styles jointly affect users’ perception and visual behaviors remains unclear. Therefore, this study conducted an eye-tracking experiment to explore users’ perception and visual behaviors. Results indicate that anthropomorphic appearances and human-like conversational styles jointly increased users’ perception of chatbots’ social presence, trust in chatbots, and satisfaction with chatbots. In contrast, on users’ visual behaviors, such a joint effect was not found, although chatbots with higher anthropomorphic appearances and human-like conversational styles triggered more fixation counts and longer dwell time. These findings suggest that anthropomorphic appearance and human-like conversational style can improve users’ perception and attract more visual attention to chatbots. These findings provide theoretical contributions and practical implications for relevant researchers and designers.

Neuro-Marketing in Understanding Consumer Behavior: Systematic Literature Review

Neuromarketing and its implicit and automated processes influence customer decision-making and expose any concealed understanding of consumer behavior. There is a rising interest in studying how consumers' brain responses affect their decision-making process because one of the most important questions in today's market is what motivates consumers to choose one product over another. Although neuromarketing positions itself as one of the key fields of research targeted at accomplishing this objective, it is still a young and rapidly evolving discipline. The study's research proposal was to examine how advertising influences consumers' purchasing decisions when shopping online. Examining the role of customers' gaze spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing efforts is another goal. The consumer provides the stimulus, and the advertising effort gauges the response. The authors used a systematic literature review of the latest studies. The inclusion and exclusion of scanned literature was conducted with the help of PRISMA. For checking the effect size of the used literature, authors employed the forest plot based on partial correlation. The publication bias of SLR was viewed through the funnel plot. Bibliometrics analysis and content analysis were conducted to support the strength of the reviewed literature.