[visionlist] [cvnet] Eye tracking question

Lester Loschky loschky at ksu.edu
Fri Apr 24 17:37:31 -04 2020

Hi Todd,

I'm not sure that there is a lit review on that.  But a couple of
researchers in the advertising area who apply vision and cognition theories
to advertising research using eye tracking are Rik Pieters and Michel
Wedel.  One or the other may have a review on the topic, but probably in
the Advertising area.

Some people who have done extensive work on eye movements in both text
comprehension and pictorial stimuli are Johanna Kaakinen and Jukka Hyönä.

There's also work by Mary Hegarty on eye movements as measures of
integration of text and graphs.

There's a theory of text and picture comprehension by Wolfgang Schnotz.
And he has done some eye movement research in relation to "conjoint
processing of text and pictures" (Schnotz & Wagner, 2018).

I hope that helps!

Stay healthy!


On Thu, Apr 23, 2020 at 9:57 AM Horowitz, Todd (NIH/NCI) [E] via cvnet <
cvnet at lawton.ewind.com> wrote:

> 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
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Lester Loschky
Associate Director, Cognitive and Neurobiological Approaches to Plasticity
Department of Psychological Sciences
471 Bluemont Hall
1114 Mid-Campus Dr North
Kansas State University
Manhattan, KS  66506-5302
email: loschky at ksu.edu
research page: https://www.k-state.edu/psych/research/loschkylester.html
lab page: http://www.k-state.edu/psych/vcl/index.html
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