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Visual attention and eye movements
Abstract
This chapter reviews the evidence linking attention and saccadic eye movements
... fNIRS is a portable, novel, promising, and silent neuroimaging technique, cheaper compared to fMRI (Cakir ET is a portable technique that is used to record eye movements, saccade, fixation, and pupil dilation toward marketing stimuli (Alsharif et al., 2021b). Therefore, it is a useful tool for experimental psychology and neurological studies because it records visual attention and eye movements (Hoffman, 1998). According to the literature, eye fixations last between 200 and 350 ms during reading text and watching video scenes, respectively, while 200 ms indicate the duration of saccadic eye movements (Rayner, 2009). ...
Although neuromarketing research has developed, the current studies lack to provide comprehensive insights into neuromarketing and marketing mix. Therefore, this study has designed to provide a comprehensive overview of neuromarketing, classification of neuroimaging and physiological tools are currently used in the marketing mix, and highlights the neural responses of consumer’s behavior (e.g., emotions, attention, motivation, reward processing, and perception) to be considered in the marketing mix. This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select relevant documents for this article. In this study, 106 articles and review papers were extracted and analyzed from the Web of Science database to fill the gap in the literature. We found that 10 tools have been used in studying the marketing mix, such as advertising, brand, price, and product). For example, electroencephalography was the most applied tool, while advertising was the most marketing mix employed. We also found that the frontal and temporal gyri were correlated with pleasure/displeasure and high/low arousal. The occipital lobe is linked to attention processes, while the hippocampus relates to long and short-term memory. Such findings provide valuable insights into the neural responses in marketing mix research.
... Normally, the characteristic features of the images are distributed unevenly in space and the people with normal visual range can only focus on a small region of the image. The need for a local processing is more inline with the characteristics of human visual system (Hoffman, 1998). Based on the above mentioned points, we employ Intra-SSIM Wei Li et al., 2022) to evaluate local characteristics of the image. ...
Convolutional neural networks are given extensive attention towards noise removal due to their good performance over traditional denoising algorithms. With shallow conventional neural networks, the feature extraction ability is not profound. While employing deeper networks, network performance improves with the cost of additional computational requirements. In this paper, we propose an attention-guided twofold denoising network to remove the noise present in the image. The proposed network incorporates dilation convolution to enlarge the receptive fields and improves the feature extraction ability. Also, the presence of attention mechanism strengthens the extracted features and restores the image details during the noise removal. To demonstrate the superiority of the twofold structure, the proposed network is compared with the state-of-the-art denoising models. The experimental results prove that the proposed deep network achieves good peak signal to noise ratio and structural similarity index for different noise levels.
... However, human visual perception has its limitations on multiple levels. For one, there are physical limitations, like the narrow sharp corridor within our field of vision (foveal vision; about 2 • ) and the fact that new visual information cannot be processed between fixations (Yarbus, 1967;Irwin, 1992;Hoffman, 1998;Salvucci and Goldberg, 2000;Castelhano et al., 2009;Carrasco, 2011). Another crucial aspect in this context is attention. ...
... Eye-trackers require multiple cameras, line of sight towards these cameras and calibration for accurate gaze estimation [25]. Measurement noise and lower level eyemovements noise in raw eye-gaze data requires further filtering [28]. However, with ongoing improvement in technologies, the state of the art in eye-gaze estimation is expected to improve. ...
Automated driving systems (ADSs) are becoming ubiquitous to reduce the workload of drivers and improve road safety. However, present-day ADS lacks accurate and effective driver monitoring systems. Driver monitoring systems use physiological measurements, such as pupil dilation, eye-gaze, and eye-blinks, in order to monitor the cognitive load experienced by the drivers. With advances in eye-tracking technology, pupil dilation is emerging as a reliable measure of cognitive load in ADS. However, pupil dilation as a measure of cognitive load suffers from many factors, such as confounding effects, noise, and personal attributes, to name a few. Hence, in order to improve cognitive load estimation in ADS, other noninvasive measures must be studied and incorporated. In this article, various eye-gaze metrics are studied and evaluated as a measure of cognitive load based on data collected from 16 drivers in a simulated driving scenario using a driving simulator.
... However, if the temporal interval between cue and target onset is greater than 300 ms (Posner & Cohen, 1984) target detection in the valid location is reliably slower than detection of targets in invalid locations. This phenomenon, known as lOR, is the withdrawal of attention from a location in order to inhibit attention visiting the same location repeatedly (Hoffman, 1998). Such a mechanism affords an obvious advantage with respect to the efficiency of visual search. ...
p>The experiments presented here were designed to address experimental problems due to uncontrolled low level features by using highly controlled schematic stimuli. The emotional valance of these stimuli was changed by a conditioning procedure in which they became associated with either neutral or negative pictures. In order to test the effectiveness of this conditioning, subjects undertook a behavioural task (Implicit Association Test; IAT), which measured implicit valence to exclude the possibility of a null result simply reflecting ineffective conditioning.
In Experiment 1, 32 participants searched for either threat-associated or neutral targets. There was not advantage for the threat-paired relative to the neutral-paired targets, although a non-significant result in the IAT meant that findings were inconclusive. To increase the effectiveness of the conditioning, Experiment 2 used a within-subjects design. 46 students searched for both treat-associated and neutral conditioned targets. Again, there were no differences in search for the neutral and threat-paired targets. Furthermore, search was unaffected by anxiety level. However, conditioning was significant as evidenced by a main effect of response congruity (subjects were faster to associate the negatively paired target with bad words than good words). As phylogenetic based theories of fear conditioning purport that snakes and spiders are particularly potent sources of threat, in Experiment 3, 63 undergraduates screened for high and low snake and spider fear searched for snake or spider and neutral-associated targets. Again, there were no differences in search efficiency across target type and fear level, although importantly, once more there was a significantly effect of conditioning.
As studies 1-3 showed no evidence of preattentive biases towards threat-associated stimuli, Experiment 4 used a cueing paradigm to investigate whether biases in attention reflect difficulty in disengaging attention from threatening stimuli once identified.</p
... ET is used to record eye movements, saccade, fixation, pupil dilation of consumers toward marketing stimuli such as ads, products, and brands; thereby, it gives valuable insights into the subconscious and unconscious behavior of consumers Cherubino, et al. [15]. It is a helpful tool for experimental psychology and neurological research due to the correlation between visual attention and eye movements [59]. According to Chavaglia, et al. [60], ET is recording where and what individuals are looking at, fixation time, pupil dilation, the degree of focus, and also eye movements to get information about a specific area of interest (AOI) [61]. ...
Despite the technological advancements in neuroimaging and physiological technologies, studies about using this technology to study the neural correlates of consumers' behavior toward external stimuli remain unclear in the academic literature. We followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework in this article to select relevant articles for this study. We extracted and analyzed fifty-six articles from the Web of Science (WoS) database to answer the research questions. We found eight common methods, as follow: (i) neuroimaging tools such as fMRI, fNIRS, and EEG used to study the neural responses of emotional and cognitive processes, (ii) physiological tools such as ET, EMG, GSR, ECG, and IAT to study eye movements, fixation, pupil dilation, consumers’ attitudes, visual attention, heart rate, zygomatic and corrugator facial muscles toward environment stimuli such as machines. We hope this article provides valuable insights into neuroimaging and physiological technology guiding new practitioners and researchers to choose the appropriate tool to conduct the experiment and get high-quality and reliable results.
... The movement of the line of sight indicates the constant change in attention. The subject's attention distribution and the cognitive process can be understood by observing the sequence of eye fixation position changes through the eye tracker [15]. To understand the distribution of readers' attention, researchers have used eye trackers to observe the changes in readers' fixation positions in different time periods [16]. ...
The motivation of this study is that after the COVID-19 epidemic, museum exhibition visits have also been significantly affected. The purpose of this research is to better understand the visual cognition of visitors, so as to improve the application of physical field or online exhibitions. Currently, no research is available on the differences in the visitor’s viewing and cognitive process with eye movements sequence analysis that stem from the exhibition planning and design of different museums. This study tracks and analyzes the eye movement trajectories of visitors and studies its relation to learning and cognition and finds the key to influencing cognition through behavioral sequence analysis of displayed content. The results show that those interested in the displayed content have better cognitive performance, are immersed in reading text, and have a substantial shift in eye movement. Contrarily, those not interested in the displayed content are distracted and often turn their attention back to the title of the content. In this study, eye movement and fixation are indicators that can be used as a reference for the future design of displays to improve the effectiveness of presenting information to a visitor. Furthermore, this research can also provide future applications in integrating the virtual world and cognitive information, in the application of AR, VR, or metaverse environment, to provide people’s cognition of rapid information in the virtual environment.
... Aussi, les yeux peuvent rester fixés sur la route pendant que l'individu oriente son attention sur ses propres pensées. Les yeux peuvent ainsi rester focalisés sur un stimulus pendant que l'attention se porte sur un autre (Hoffman, 1998). Il existe donc deux manières de focaliser son attention dans l'espace visuel : explicite, accompagnée de mouvements oculaires ; implicite sans impliquer des mouvements des yeux. ...
L’anxiété et la dépression sont caractérisées par un déploiement altéré des ressources attentionnelles, notamment vers l’information visuelle émotionnelle. Aussi, ces symptomatologies manifestent des variations neurovégétatives atypiques en réponse à des stimulations émotionnelles. Nous avons donc cherché à établir des liens entre le déploiement de l’attention et la réactivité neurovégétative à l’émotion afin de mieux comprendre les mécanismes impliqués dans l’anxiété et la dépression. En conséquence, notre programmation expérimentale a mis en œuvre une approche intégrée afin d’étudier le déploiement de l’attention vers des scènes émotionnelles. Celles-ci étaient présentées en vision centrale (VC) et en vision périphérique (VP) ou lors de paradigmes de visualisation de paires d’images émotionnelles, chez des individus manifestant des niveaux pré-cliniques d’anxiété et de dépression. Nous avons ensuite évalué les répercussions attentionnelles et neurovégétatives d’une procédure de modification de déploiement de l’attention.Dans un premier temps, nous montrons que l’anxiété est associée à une hyperréactivité à l'émotion et à une hypervigilance en VP. De plus, l’anxiété mène à un biais de réponse accru pour les informations déplaisantes en VP. Aussi, la dépression est associée à une atténuation de la réactivité aux informations émotionnelles et plus particulièrement aux informations plaisantes. Une focalisation en vision centrale, lors de la présentation d’images émotionnelles, est aussi observée en lien avec les niveaux de dépression. Dans un second temps, nous avons pu établir que la réactivité neurovégétative à l’émotion peut être modulée par le déploiement de l’attention vers l’émotion et la symptomatologie dépressive. En effet, nous observons une association entre la réactivité neurovégétative et le biais attentionnel à l'information plaisante d'une part, et à la symptomatologie dépressive d'autre part. Enfin, une modulation de la réactivité neurovégétative a été observée suite à l’utilisation d’une procédure de modification de déploiement de l’attention. Une telle modification se caractérise par une réduction de l’activité sympathique et une augmentation de l’activité parasympathique en réponse aux stimulations émotionnelles.L’ensemble des résultats présentés apporte des arguments expérimentaux en faveur de la mesure conjointe des processus attentionnel et neurovégétatif afin de mieux préciser la distinction entre la symptomatologie anxieuse et dépressive. Les résultats montrent aussi l’apport des modifications de déploiement attentionnel envers les informations émotionnelles dans l’espace visuel. En effet, leur impact peut s’avérer pertinent pour agir à la fois sur le volet attentionnel et neurovégétatif chez des individus aux prises avec des manifestations pré-cliniques d’anxiété et de dépression. Nos résultats ouvrent ainsi des perspectives encourageantes sur la personnalisation des techniques comportementales utilisées dans l’anxiété et la dépression, dans le cadre du déploiement de l’attention dans l’espace visuel.
... The first model has log fixation duration (in milliseconds) as the dependent variable, the second model has the number of fixations as the dependent variable, and the third model has saccade amplitude (in degrees) as the dependent variable. Additionally, we added word number into each model as an independent variable because it is a significant predictor when readers process words embedded in a sentence [60,61]. Statistical analyses were performed in R version 3.1.1 ...
Introduction
Eye movement patterns during reading are well defined and documented. Each eye movement ends up in a fixation point, which allows the brain to process the incoming information and to program the following saccade. In this work, we investigated whether eye movement alterations during a reading task might be already present in middle-aged, cognitively normal offspring of late-onset Alzheimer’s disease (O-LOAD).
Methods
18 O-LOAD and 18age-matched healthy individuals with no family history of LOAD participated in the study. Participants were seated in front of a 20-inch LCD monitor and single sentences were presented on it. Eye movements were recorded with an eye tracker, with a sampling rate of 1000 Hz.
Results
Analysis of eye movements during reading revealed that O-LOAD displayed more fixations, shorter saccades and shorter fixation durations than controls.
Conclusion
The present study shows that O-LOAD evidenced alterations in their eye movements during reading. O-LOAD eye movement behavior could be considered an initial sign of oculomotor impairment. Hence, evaluation of eye movement during reading might provide a useful tool for monitoring well-defined cognitive resources.
Professor David Thomson explains the development of eye tracking technology and how recent developments have opened up its use in optometry.
ResearchGate has not been able to resolve any references for this publication.