ATTENTION

Question 1

Eye tracking

Answer 1

an optical device that measures eye movements via the reflection of photons (light particles) from the eye.
Can be either remote (stationary), or mobile (video).

Question 2

Space-based attention

Answer 2

Attention is allocated to a given space or area, such that any stimulus in the attended region is perceived in greater detail. Gaze patterns to central and peripheral products

Question 3

• Central fixation bias:

Answer 3

tendency to look first at the center of a display

Question 4

central gaze cascade

Answer 4

increased attention to the center immediately prior to choice.

Question 5

Object-based attention

Answer 5

Attention is allocated to a given object, such that the attended object is perceived in greater detail, regardless of its spatial parameters.

Question 6

what grabs attention

Answer 6

• Singletons (color, shape, orientation).
• Abrupt onsets and (flashing)
• Motion
• Faces: in order to solve problem (faces take attention away from product), hide faces in ads
• Eyes: cover the eyes (direct eye contact)
• Mouths
• Hands

Question 7

Pop out effect

Answer 7

when a target differs from all other objects on a single basic feature, that target automatically captures attention

Question 8

Inattentional blindness

Answer 8

difficulty in perceiving objects or events to which we are not paying attention

Question 9

change blindness

Answer 9

difficulty in detecting changes to a target