Increase In Fixation Duration Research Articles

Ambient and focal attention during complex problem-solving: preliminary evidence from real-world eye movement data.

Time course analysis of eye movements during free exploration of real-world scenes often reveals an increase in fixation durations together with a decrease in saccade amplitudes, which has been explained within the two visual systems approach, i.e., a transition from ambient to focal. Short fixations and long saccades during early viewing periods are classified as ambient mode of vision, which is concerned with spatial orientation and is related to simple visual properties such as motion, contrast, and location. Longer fixations and shorter saccades during later viewing periods are classified as focal mode of vision, which is concentrated in the foveal projection and is capable of object identification and its semantic categorization. While these findings are mainly obtained in the context of image exploration, the present study endeavors to investigate whether the same pattern of interplay between ambient and focal visual attention is deployed when people work on complex real-world tasks-and if so, when? Based on a re-analysis of existing data that integrates concurrent think aloud and eye tracking protocols, the present study correlated participants' internal thinking models to the parameters of their eye movements when they planned solutions to an open-ended design problem in a real-world setting. We hypothesize that switching between ambient and focal attentional processing is useful when solvers encounter difficulty compelling them to shift their conceptual direction to adjust the solution path. Individuals may prefer different attentional strategies for information-seeking behavior, such as ambient-to-focal or focal-to-ambient. The observed increase in fixation durations and decrease in saccade amplitudes during the periods around shifts in conceptual direction lends support to the postulation of the ambient-to-focal processing; however, focal-to-ambient processing is not evident. Furthermore, our data demonstrate that the beginning of a shift in conceptual direction is observable in eye movement behavior with a significant prolongation of fixation. Our findings add to the conclusions drawn from laboratory settings by providing preliminary evidence for ambient and focal processing characteristics in real-world problem-solving.

Training and proficiency level in endoscopic sinus surgery change residents’ eye movements

Nose surgery is challenging and needs a lot of training for safe and efficient treatments. Eye tracking can provide an objective assessment to measure residents’ learning curve. The aim of the current study was to assess residents’ fixation duration and other dependent variables over the course of a dedicated training in functional endoscopic sinus surgery (FESS). Sixteen residents performed a FESS training over 18 sessions, split into three surgical steps. Eye movements in terms of percent fixation on the screen and average fixation duration were measured, in addition to residents’ completion time, cognitive load, and surgical performance. Results indicated performance improvements in terms of completion time and surgical performance. Cognitive load and average fixation duration showed a significant change within the last step of training. Percent fixation on screen increased within the first step, and then stagnated. Results showed that eye movements and cognitive load differed between residents of different proficiency levels. In conclusion, eye tracking is a helpful objective measuring tool in FESS. It provides additional insights of the training level and changes with increasing performance. Expert-like gaze was obtained after half of the training sessions and increased proficiency in FESS was associated with increased fixation duration.

In the native speaker’s eye: Online processing of anomalous learner syntax

AbstractHow do native speakers process texts with anomalous learner syntax? Second-language learners of Norwegian, and other verb-second (V2) languages, frequently place the verb in third position (e.g., *Adverbial-Subject-Verb), although it is mandatory for the verb in these languages to appear in second position (Adverbial-Verb-Subject). In an eye-tracking study, native Norwegian speakers read sentences with either grammatical V2 or ungrammatical verb-third (V3) word order. Unlike previous eye-tracking studies of ungrammaticality, which have primarily addressed morphosyntactic anomalies, we exclusively manipulate word order with no morphological or semantic changes. We found that native speakers reacted immediately to ungrammatical V3 word order, indicated by increased fixation durations and more regressions out on the subject, and subsequently on the verb. Participants also recovered quickly, already on the following word. The effects of grammaticality were unaffected by the length of the initial adverbial. The study contributes to future models of sentence processing which should be able to accommodate various types of “noisy” input, that is, non-standard variation. Together with new studies of processing of other L2 anomalies in Norwegian, the current findings can help language instructors and students prioritize which aspects of grammar to focus on.

Reading difficulties in amblyopia: Consequence of visual sensory and oculomotor dysfunction

IntroductionReading is a vision-reliant task, requiring sequential eye movements. Binocularly discordant input results in visual sensory and oculomotor dysfunction in amblyopia, which may contribute to reading difficulties. This study aims to determine the contributions of fixation eye movement (FEM) abnormalities, clinical type and severity of amblyopia to reading performance under binocular and monocular viewing conditions. MethodsTwenty-three amblyopic patients and nine healthy controls were recruited. Eye movements elicited during fixation and reading of preselected passages were collected for each subject using infrared video-oculography. Subjects were classified as having no nystagmus (n = 9), fusion maldevelopment nystagmus (FMN, n = 5), or nystagmus without structural anomalies that does not meet criteria for FMN or infantile nystagmus (n = 9). Reading rate (words/min), the number of forward and regressive saccades (per 100 words) and fixation duration (s) were computed. ResultsAmblyopic patients with and without nystagmus exhibited greater vergence and fixation instability. In patients without nystagmus, the instability arises from increased amplitude and velocity of fast and slow FEMs respectively. Amblyopic patients with and without nystagmus exhibited lower reading speeds with increased fixation duration, regressive and progressive saccades than controls in all viewing conditions. Mixed etiology, greater amblyopic eye visual acuity and stereopsis deficits were associated with greater reading difficulties under binocular viewing. ConclusionsThe presence of oculomotor dysfunction and the extent of visual acuity and stereoacuity deficits contribute to reading difficulties in patients with amblyopia, with and without nystagmus. The understanding of reading difficulties is essential to devise accommodations to limit long-term academic and vocational consequences of amblyopia.

Altered eye movements during reading under degraded viewing conditions: Background luminance, text blur, and text contrast.

Degraded viewing conditions caused by either natural environments or visual disorders lead to slow reading. Here, we systematically investigated how eye movement patterns during reading are affected by degraded viewing conditions in terms of spatial resolution, contrast, and background luminance. Using a high-speed eye tracker, binocular eye movements were obtained from 14 young normally sighted adults. Images of text passages were manipulated with varying degrees of background luminance (1.3–265 cd/m2), text blur (severe blur to no blur), or text contrast (2.6%–100%). We analyzed changes in key eye movement features, such as saccades, microsaccades, regressive saccades, fixations, and return-sweeps across different viewing conditions. No significant changes were observed for the range of tested background luminance values. However, with increasing text blur and decreasing text contrast, we observed a significant decrease in saccade amplitude and velocity, as well as a significant increase in fixation duration, number of fixations, proportion of regressive saccades, microsaccade rate, and duration of return-sweeps. Among all, saccade amplitude, fixation duration, and proportion of regressive saccades turned out to be the most significant contributors to reading speed, together accounting for 90% of variance in reading speed. Our results together showed that, when presented with degraded viewing conditions, the patterns of eye movements during reading were altered accordingly. These findings may suggest that the seemingly deviated eye movements observed in individuals with visual impairments may be in part resulting from active and optimal information acquisition strategies operated when visual sensory input becomes substantially deprived.

Influence of in-Vehicle Audio Warning on Drivers' Eye-Movement and Behavior at Flashing Light-Controlled Grade Crossings.

This study aims to evaluate the effect of in-vehicle audio warning at flashing-light-controlled grade crossings based on driving simulation and eye-tracking systems. Collisions at flashing-light-controlled grade crossings have severe consequences. In-vehicle audio warning has the potential to regulate driver behavior. However, whether this improvement occurs through priming drivers' visual search patterns is not yet clear. Drivers' visual activity and behaviors were recorded. The effect of a warning was tested with a series of flashing light trigger times (FLTTs) ranging from 2s to 6s with a 1s increment. Different driving conditions (i.e., clear and fog) and driver experience were considered in the experiment design. Warnings could guide the allocation of both overt and covert attention, as well as raise drivers' situation awareness, manifesting as the enhanced perception of signs and better understanding of the flashing red light. Significant improvement in the stop-compliance rate was found in warning scenarios, particularly with a late FLTT. The decreased saccade duration and increased fixation duration on the signal implied a dilemma-zone effect when the FLTT was lower than 4s. Furthermore, reduced fixation duration on signs and signals was found in foggy conditions. Non-professional drivers had a wider search range than their counterparts. In-vehicle audio warning is an effective countermeasure for improving crossing safety by optimizing visual search strategy. In-vehicle audio warnings warrant promotion at grade crossings based on the driver assistance system.

Return-sweep saccades in oral reading

Recent research on return-sweep saccades has improved our understanding of eye movements when reading paragraphs. However, these saccades, which take our gaze from the end of one line to the start of the next line, have been studied only within the context of silent reading. Articulatory demands and the coordination of the eye–voice span (EVS) at line boundaries suggest that the execution of this saccade may be different in oral reading. We compared launch and landing positions of return-sweeps, corrective saccade probability and fixations adjacent to return-sweeps in skilled adult readers while reading paragraphs aloud and silently. Compared to silent reading, return-sweeps were launched from closer to the end of the line and landed closer to the start of the next line when reading aloud. The probability of making a corrective saccade was higher for oral reading than silent reading. These indicate that oral reading may compel readers to rely more on foveal processing at the expense of parafoveal processing. We found an interaction between reading modality and fixation type on fixation durations. The reading modality effect (i.e., increased fixation durations in oral compared to silent reading) was greater for accurate line-initial fixations and marginally greater for line-final fixations compared to intra-line fixations. This suggests that readers may use the fixations adjacent to return-sweeps as natural pause locations to modulate the EVS.

Analysis of simultaneous visual and complex neural dynamics during cognitive learning to diagnose ASD.

The interactions between gaze processing and neural activities mediate cognition. The present paper aims to identify the involvement of visual and neural dynamics in shaping the cognitive behavior in Autism Spectrum Disorder (ASD). Electroencephalogram (EEG) and Eye-tracker signals of ASD and Typically Developing (TD) are recorded while performing two difficulty levels of a maze-based experimental task. During task, the performance metrics, complex neural measures extracted from EEG data using Visibility Graph (VG) algorithm and visual measures extracted from eye-tracker data are analyzed and compared. For both task levels, the cognition processing is examined via performance metrics (reaction-time and poor accuracy), gaze measures (saccade, fixation duration and blinkrate) and VG-based metrics (average weighted degree, clustering coefficient, path length, global efficiency, mutual information). An engagement in cognitive processing in ASD is revealed statistically by high reaction time, poor accuracy, increased fixation duration, raised saccadic amplitude, higher blink rate, reduced average weighted degree, global efficiency, mutual information as well as higher eigenvector centrality and path length. Over the course of repetitive trials, the cognitive improvement is although poor in ASD compared to TDs, the reconfigurations of visual and neural network dynamics revealed activation of Cognitive Learning (CL) in ASD. Furthermore, the correlation of gaze-EEG measures reveal that independent brain region functioning is not impaired but declined mutual interaction of brain regions causes cognitive deficit in ASD. And correlation of EEG-gaze measures with clinical severity measured by Autism Diagnostic Observation Schedule(ADOS) suggest that visual-neural activities reveals social behavior/cognition in ASD. Thus, visual and neural dynamics together support the revelation of the cognitive behavior in ASD.

Distraction by auditory novelty during reading: Evidence for disruption in saccade planning, but not saccade execution.

Novel or unexpected sounds that deviate from an otherwise repetitive sequence of the same sound cause behavioural distraction. Recent work has suggested that distraction also occurs during reading as fixation durations increased when a deviant sound was presented at the fixation onset of words. The present study tested the hypothesis that this increase in fixation durations occurs due to saccadic inhibition. This was done by manipulating the temporal onset of sounds relative to the fixation onset of words in the text. If novel sounds cause saccadic inhibition, they should be more distracting when presented during the second half of fixations when saccade programming usually takes place. Participants read single sentences and heard a 120 ms sound when they fixated five target words in the sentence. On most occasions (p = .9), the same sine wave tone was presented (“standard”), while on the remaining occasions (p = .1) a new sound was presented (“novel”). Critically, sounds were played, on average, either during the first half of the fixation (0 ms delay) or during the second half of the fixation (120 ms delay). Consistent with the saccadic inhibition hypothesis (SIH), novel sounds led to longer fixation durations in the 120 ms compared to the 0 ms delay condition. However, novel sounds did not generally influence the execution of the subsequent saccade. These results suggest that unexpected sounds have a rapid influence on saccade planning, but not saccade execution.

A novel attention bias modification single session training improves eye gaze behaviour in social anxiety disorder: a pilot study

Background Attention bias modification (ABM) can reduce anxiety and attentional bias towards threatening stimuli, but evidence of its usefulness as a potential intervention for socially anxious individuals has been mixed. Eye contact avoidance, a maladaptive attentional strategy in social anxiety disorder (SAD), has yet to be targeted by ABM research. Aims This study sought to establish whether a new ABM training paradigm could increase attentional deployment towards eyes and what effect this would have on social and gaze-related anxiety. Method Participants (n = 23) recruited through adverts calling for people who felt anxious in social situations completed either a novel ABM training task designed to induce attentional bias towards images of eyes over images of noses, or control training. Data on response times (RTs), accuracy of responses, gaze behaviour (using an eye tracker) and scores on clinical measures of social and gaze-related anxiety were collected before and after both training tasks. Results ABM training produced a greater number of initial saccades towards eye images than did the control task, indicating an induced shift in early attentional deployment. ABM training was also associated with a marginal increase in fixation durations on eye images. No effect was observed on RTs or social and gaze-related anxiety. Conclusions Our results indicate that ABM can alter the gaze behaviour of socially anxious individuals. They also highlight the importance of eye tracking to ABM research, because it was more sensitive than analyses of RTs to changes in early attentional deployment.

Neurophysiological, Oculomotor, and Computational Modeling of Impaired Reading Ability in Schizophrenia.

Schizophrenia (Sz) is associated with deficits in fluent reading ability that compromise functional outcomes. Here, we utilize a combined eye-tracking, neurophysiological, and computational modeling approach to analyze underlying visual and oculomotor processes. Subjects included 26 Sz patients (SzP) and 26 healthy controls. Eye-tracking and electroencephalography data were acquired continuously during the reading of passages from the Gray Oral Reading Tests reading battery, permitting between-group evaluation of both oculomotor activity and fixation-related potentials (FRP). Schizophrenia patients showed a marked increase in time required per word (d = 1.3, P < .0001), reflecting both a moderate increase in fixation duration (d = .7, P = .026) and a large increase in the total saccade number (d = 1.6, P < .0001). Simulation models that incorporated alterations in both lower-level visual and oculomotor function as well as higher-level lexical processing performed better than models that assumed either deficit-type alone. In neurophysiological analyses, amplitude of the fixation-related P1 potential (P1f) was significantly reduced in SzP (d = .66, P = .013), reflecting reduced phase reset of ongoing theta-alpha band activity (d = .74, P = .019). In turn, P1f deficits significantly predicted increased saccade number both across groups (P = .017) and within SzP alone (P = .042). Computational and neurophysiological methods provide increasingly important approaches for investigating sensory contributions to impaired cognition during naturalistic processing in Sz. Here, we demonstrate deficits in reading rate that reflect both sensory/oculomotor- and semantic-level impairments and that manifest, respectively, as alterations in saccade number and fixation duration. Impaired P1f generation reflects impaired fixation-related reset of ongoing brain rhythms and suggests inefficient information processing within the early visual system as a basis for oculomotor dyscontrol during fluent reading in Sz.

Eye Movements in Response to Pain-Related Feelings in the Presence of Low and High Cognitive Loads.

The affective dimension of pain contributes to pain perception. Cognitive load may influence pain-related feelings. Eye tracking has proven useful for detecting cognitive load effects objectively by using relevant eye movement characteristics. In this study, we investigated whether eye movement characteristics differ in response to pain-related feelings in the presence of low and high cognitive loads. A set of validated, control, and pain-related sounds were applied to provoke pain-related feelings. Twelve healthy young participants (six females) performed a cognitive task at two load levels, once with the control and once with pain-related sounds in a randomized order. During the tasks, eye movements and task performance were recorded. Afterwards, the participants were asked to fill out questionnaires on their pain perception in response to the applied cognitive loads. Our findings indicate that an increased cognitive load was associated with a decreased saccade peak velocity, saccade frequency, and fixation frequency, as well as an increased fixation duration and pupil dilation range. Among the oculometrics, pain-related feelings were reflected only in the pupillary responses to a low cognitive load. The performance and perceived cognitive load decreased and increased, respectively, with the task load level and were not influenced by the pain-related sounds. Pain-related feelings were lower when performing the task compared with when no task was being performed in an independent group of participants. This might be due to the cognitive engagement during the task. This study demonstrated that cognitive processing could moderate the feelings associated with pain perception.

A Novel Attention Bias Modification Single Session Training Improves Eye Gaze Behaviour in Social Anxiety Disorder: A Pilot Study

Abstract Background Attention bias modification (ABM) can reduce anxiety and attentional bias towards threatening stimuli, but evidence of its usefulness as a potential intervention for socially anxious individuals has been mixed. Eye contact avoidance, a maladaptive attentional strategy in social anxiety disorder (SAD), has yet to be targeted by ABM research. Aims This study sought to establish whether a new ABM training paradigm could increase attentional deployment towards eyes and what effect this would have on social and gaze-related anxiety. Method Participants (n = 23) recruited through adverts calling for people who felt anxious in social situations completed either a novel ABM training task designed to induce attentional bias towards images of eyes over images of noses, or control training. Data on response times (RTs), accuracy of responses, gaze behaviour (using an eye tracker) and scores on clinical measures of social and gaze-related anxiety were collected before and after both training tasks. Results ABM training produced a greater number of initial saccades towards eye images than did the control task, indicating an induced shift in early attentional deployment. ABM training was also associated with a marginal increase in fixation durations on eye images. No effect was observed on RTs or social and gaze-related anxiety. Conclusions Our results indicate that ABM can alter the gaze behaviour of socially anxious individuals. They also highlight the importance of eye tracking to ABM research, because it was more sensitive than analyses of RTs to changes in early attentional deployment.

Free viewing exploration in schizophrenia: Review of evidence from laboratory settings to natural environment

Several studies have investigated visual processing impairment in schizophrenia. The literature on visual exploration has described restricted scanning in schizophrenia patients. This gaze behavior is characterized by increased fixation duration, a reduced scan path length and avoidance of salient features of the face with emotional content. The aim of this paper is to give an insight on the latest update on scan path deficit. Abnormal gaze exploration was replicated in various visual stimuli. This review describes gaze patterns with stimuli that imply minimal to high cognitive process: figures, objects, faces, and scenes. Interestingly, schizophrenia patients have shown cognitive flexibility by modulating gaze scanning when they are involved in an active assignment. We will also consider scanning abnormalities in real-life environment and discuss the potential therapeutic use of eye tracking in schizophrenia. The therapeutic application of eye tracking in schizophrenia is a young emerging field in psychiatry research. The recent remediation program is based on the reorientation of visual attention on the salient features of faces. For now, this program has shown encouraging results. Further studies are needed to explore behavior in real-world situations to complement laboratory measurements to move toward a full understanding of the mechanisms underlying atypical scanning in patients with schizophrenia.

Towards a Multimodal Model of Cognitive Workload Through Synchronous Optical Brain Imaging and Eye Tracking Measures.

Recent advances in neuroimaging technologies have rendered multimodal analysis of operators’ cognitive processes in complex task settings and environments increasingly more practical. In this exploratory study, we utilized optical brain imaging and mobile eye tracking technologies to investigate the behavioral and neurophysiological differences among expert and novice operators while they operated a human-machine interface in normal and adverse conditions. In congruence with related work, we observed that experts tended to have lower prefrontal oxygenation and exhibit gaze patterns that are better aligned with the optimal task sequence with shorter fixation durations as compared to novices. These trends reached statistical significance only in the adverse condition where the operators were prompted with an unexpected error message. Comparisons between hemodynamic and gaze measures before and after the error message indicated that experts’ neurophysiological response to the error involved a systematic increase in bilateral dorsolateral prefrontal cortex (dlPFC) activity accompanied with an increase in fixation durations, which suggests a shift in their attentional state, possibly from routine process execution to problem detection and resolution. The novices’ response was not as strong as that of experts, including a slight increase only in the left dlPFC with a decreasing trend in fixation durations, which is indicative of visual search behavior for possible cues to make sense of the unanticipated situation. A linear discriminant analysis model capitalizing on the covariance structure among hemodynamic and eye movement measures could distinguish experts from novices with 91% accuracy. Despite the small sample size, the performance of the linear discriminant analysis combining eye fixation and dorsolateral oxygenation measures before and after an unexpected event suggests that multimodal approaches may be fruitful for distinguishing novice and expert performance in similar neuroergonomic applications in the field.

Real-world scene perception in infants: What factors guide attention allocation?

The foci of visual attention were modeled as a function of perceptual salience, adult fixation locations, and attentional control mechanisms (measured in separate tasks) in infants (N=45, 3- to 15-month-olds) as they viewed static real-world scenes. After controlling for the center bias, the results showed that low-level perceptual salience predicts where infants look. In addition, high-level factors also played a role: Infants fixated parts of the scenes frequently fixated by adults and this effect was stronger for older than younger infants. In line with this finding, infant fixation durations were longer on regions more frequently fixated by adults, implying longer time taken to process the available information. Fixation durations decreased with age, and this decline interacted with orienting skills such that fixation durations decreased faster with age for infants with high orienting skills, relative to infants with low orienting skills. There was a further interaction between fixation durations and selective attention abilities: Infants with low selective attention skills showed a decrease in fixation durations with age, whereas infants with higher selective attention skills showed a slight increase in fixation durations with age. These findings imply that infants' visual processing of static real-world stimuli develops in accord with attentional control.

Visual Exploration in Autism Spectrum Disorder: Exploring Age Differences and Dynamic Features Using Recurrence Quantification Analysis.

Eye-tracking studies have demonstrated that individuals with autism spectrum disorder sometimes show differences in attention and gaze patterns. This includes preference for certain nonsocial objects, heightened attention to detail, and more difficulty with attention shifting and disengagement, which may be associated with restricted and repetitive behaviors. This study utilized a visual exploration task and replicates findings of reduced number of objects explored and increased fixation duration on high autism interest objects in a large sample of individuals with autism spectrum disorder (n = 129, age 6-54 years) in comparison with a typically developing group. These findings correlated with parent-reported repetitive behaviors. Additionally, we applied recurrent quantification analysis to enable identification of new eye-tracking features, which accounted for temporal and spatial differences in viewing patterns. These new features were found to discriminate between autism spectrum disorder and typically developing groups and were correlated with parent-reported repetitive behaviors. Original and novel eye-tracking features identified by recurrent quantification analysis differed in their relationships to reported behaviors and were dependent on age. Trial Registration: NCT02299700. Autism Research 2018, 11: 1554-1566. © 2018 International Society for Autism Research, Wiley Periodicals, Inc. LAY SUMMARY: Using eye-tracking technology and a visual exploration task, we showed that people with autism spectrum disorder (ASD) spend more time looking at particular kinds of objects, like trains and clocks, and look at fewer objects overall than people without ASD. Where people look and the order in which they look at objects were related to the restricted and repetitive behaviors reported by parents. Eye-tracking may be a useful addition to parent reports for measuring changes in behavior in individuals with ASD.

Spelling ability selectively predicts the magnitude of disruption in unspaced text reading.

We examined the effect of individual differences in written language proficiency on unspaced text reading in a large sample of skilled adult readers who were assessed on reading comprehension and spelling ability. Participants' eye movements were recorded as they read sentences containing a low or high frequency target word, presented with standard interword spacing, or in one of three unsegmented text conditions that either preserved or eliminated word boundary information. The average data replicated previous studies: unspaced text reading was associated with increased fixation durations, a higher number of fixations, more regressions, reduced saccade length, and an inflation of the word frequency effect. The individual differences results provided insight into the mechanisms contributing to these effects. Higher reading ability was associated with greater overall reading speed and fluency in all conditions. In contrast, spelling ability selectively modulated the effect of interword spacing with poorer spelling ability predicting greater difficulty across the majority of sentence- and word-level measures. These results suggest that high quality lexical representations allowed better spellers to extract lexical units from unfamiliar text forms, inoculating them against the disruptive effects of being deprived of spacing information. (PsycINFO Database Record

The Role of Secondary Packaging on Brand Awareness: Analysis of 2 L Carbonated Soft Drinks in Reusable Shells Using Eye Tracking Technology

Even with new technologies emerging daily that reduce the barriers to identify and purchase products, the average consumer still reports having less time to devote to shopping. A study conducted at Clemson University, sponsored by a reusable packaging company, Rehrig Pacific Company, investigated if a unique shipping shell/crate design with on‐message and product branding (direct colour print onto the shell) increased brand awareness, attention and purchase intent when placed directly onto the retail shelf. Reusable packaging for 2 L bottles of carbonated soft drink packaged in proprietary reusable shells with a multicolour logo of the major US beverage company was chosen for the study. The branded proprietary reusable shell was evaluated against a standard reusable shell in the industry used by the same company. Testing was conducted using state‐of‐the‐art eye tracking hardware and CUshop™, a full immersion consumer retail experience laboratory. Data captured from 89 study participants indicated a strong preference for the new branded reusable shell. Statistical analysis demonstrated a 47% increase in eye fixations on the branded display and an increase in fixation duration, a measure of how long consumers looked at the display, of 34% (p &lt; 0.05). More significantly, an increase in the visual saliency of the primary package, the 2 L bottle, was illustrated by an increase in fixation duration of 46% (p &lt; 0.05) and an increase of the number of fixations of 54% (p &lt; 0.01) when displayed in the branded reusable shell. Thus, results indicate that in‐store marketing incorporating a unique secondary packaging may lift brand awareness and increase purchase intent. Copyright © 2017 John Wiley &amp; Sons, Ltd.

Effects of contextual information and stimulus ambiguity on overt visual sampling behavior

The sampling of our visual environment through saccadic eye movements is an essential function of the brain, allowing us to overcome the limits of peripheral vision. Understanding which parts of a scene attract overt visual attention is subject to intense research, and considerable progress has been made in unraveling the underlying cortical mechanisms. In contrast to spatial aspects, however, relatively little is understood about temporal aspects of overt visual sampling. At every fixation, the oculomotor system faces the decision whether to keep exploring different aspects of an object or scene or whether to remain fixated to allow for in-depth cortical processing – a situation that can be understood in terms of an exploration–exploitation dilemma. To improve our understanding of the factors involved in these decisions, we here investigate how the level of visual information, experimentally manipulated by scene context and stimulus ambiguity, changes the sampling behavior preceding the recognition of centrally presented ambiguous and disambiguated objects. Behaviorally, we find that context, although only presented until the first voluntary saccade, biases the perceptual outcome and significantly reduces reaction times. Importantly, we find that increased information about an object significantly alters its visual exploration, as evident through increased fixation durations and reduced saccade amplitudes. These results demonstrate that the initial sampling of an object, preceding its recognition, is subject to change based on the amount of information available in the system: increased evidence for its identity biases the exploration–exploitation strategy towards in-depth analyses.