[visionlist] Eye tracking question

Horowitz, Todd (NIH/NCI) [E] todd.horowitz at nih.gov
Thu Apr 23 10:47:41 -04 2020

There is a large body of work using eye tracking in the communications/marketing space, where people draw conclusions about the effectiveness of marketing campaigns, usability of websites, etc., based on where they move their eyes. Has anyone done a critical review of this literature from a vision science perspective? What can we actually conclude about how people process complex messages that combine images and text, based on eye tracking data?

Todd S. Horowitz, Ph.D.
Program Director, Psychologist
Basic Biobehavioral and Psychological Sciences Branch
Behavioral Research Program
Division of Cancer Control and Population Sciences
National Cancer Institute
9609 Medical Center Drive, 3E-116
Rockville, MD 20850
Office: 240-276-6963
Mobile: 240-678-5986

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