[visionlist] [cvnet] Eye tracking question

[Brian Fisher]

Also some computer graphics folks have been looking at eyetracking in graphically complex and dynamic graphical environments at the ETvis workshop https://etra.acm.org/2019/etvis.html . Most of the proceedings are in Springer https://www.springer.com/gp/book/9783319470238
Cheers
Brian


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From: visionlist <visionlist-bounces at visionscience.com> on behalf of Lester Loschky <loschky at ksu.edu>
Date: Saturday, 25April, 2020 at 9:20
To: "Horowitz, Todd (NIH/NCI) [E]" <todd.horowitz at nih.gov>
Cc: "cvnet at mail.ewind.com" <cvnet at mail.ewind.com>, "visionlist at visionscience.com" <visionlist at visionscience.com>
Subject: Re: [visionlist] [cvnet] Eye tracking question

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!

Les

On Thu, Apr 23, 2020 at 9:57 AM Horowitz, Todd (NIH/NCI) [E] via cvnet <cvnet at lawton.ewind.com<mailto: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.
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Basic Biobehavioral and Psychological Sciences Branch
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