Lecture 4: eye tracking

Question 1

describe the visual system

Answer 1

The visual system is …. centrally implicated in learning, higher-order, cognitive-affective processes, decision making and its behavioural implementation and co-ordination. OR Vision is important for consumer psychologists to consider!

Question 2

describe the halo effect

Answer 2

Halo effect  Norman 2004 visceral beauty responses (based on unconscious processing use this to create a halo effect)

when you see something the halo effect can build

Question 3

describe lingards conclusions about the halo effect

Answer 3

preferences for websites = Huge correlations between liking what you have seen the most, over many different trials  testing out vieral beauty response

Question 4

describe the results in Lindgards 2006 experiments

Answer 4

appeal decisions made reliably in 50 ms
o Supporting evidence from research on perception – Oliva’s work
o The boundary limitations of mere exposure
 Can create halo effects
 To build on halo effects you need to like a website/advertisement first

Question 5

when reading what do our eyes do

Answer 5

• When reading focus upon known words less than unknown words without being aware of how eyes are moving we are picking up detailed info subtly moving eyes unconsciously

Question 6

what did just and carpenter 1980 propose

Answer 6

the eye mind hypothesis

Question 7

what is the eye mind hypo according to just and carpenter 1980

Answer 7

“there is no appreciable lag between what is fixated and what is processed”
 Eye ovements given you a look into cognitive processes into what is going on / processing
 Those insights used by consumer psychologists (sometimes!)

Question 8

what do we usually do when looking at a website

Answer 8

Fixation at middle of screen usually  then a scan path, which provides infor as to what the individual is looking at

Apparent that if there is a face there we will look at that

Then look at larger print then headlines 

Can look at scan path (trajectory which you look ) or heat map (what you look at for the longest period of time)
Looking at top left hand side of a website is very common as this is typically where the title is

Reversed if read right to left (eg Hebrew)

Question 9

what did Pieters, Wedel & Rosbergen (1997, 2004) study research

Answer 9

Scanpath for 1 person

eye movements when attending to adverts

Question 10

how many pps in Pieters, Wedel & Rosbergen (1997, 2004) study

Answer 10

104

Question 11

what are the experimental results in Pieters, Wedel & Rosbergen (1997, 2004) study

Answer 11

1. 73 seconds – the average time that consumers examine adverts [range of 0.37-5.30 seconds]
   - Time have to grab peoples attention very small

0-0.5 seconds - First fixations are usually on the pictorials, on the region that is more informative

0.5-1 second – large cluster of fixations on key text/editorial or subsidiary picture (all participants still looking at this stage)

1-4 seconds – exploring the editorial or pictures in more detail (50% of participants still looking)

5-20 seconds – sequences of fixations indicate reading.

Appeal of website can adapt peoples likelihood to buy

Question 12

what were the measures outlines by Cowen, Ball & Delin (2002) that aretypically used to measure eye movement

Answer 12

Outlined measures typically used for eye movement measurement:-

Number of fixations

Total fixation duration

Average fixation duration

Fixation spatial density – provided a ‘global measure of the total amount of processing performed on each page’ (metric equivalent of heatmaps)

Scanpaths
• Most commonly used eye tracking measures in consumer psychology
• Areas of interest = those that have the most number of fixations and total fixation duration
o Also shows importance
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