[visionlist] Eye tracking question

John M Henderson johnhenderson at ucdavis.edu
Sat Apr 25 12:45:30 -04 2020

Hi Todd,

Keith Rayner and colleagues wrote a couple of reviews on this topic:

Rayner, K., & Castelhano, M. S. (2008). Eye Movements during Reading, Scene Perception, Visual Search, and While Looking at Print Advertisements. Marketing and Consumer Psychology Series, 9.

Higgins, E., Leinenger, M., & Rayner, K. (2014). Eye movements when viewing advertisements. Frontiers in psychology, 5, 210.


John M Henderson
Professor, Department of Psychology
Member, Center for Mind and Brain
University of California, Davis
267 Cousteau Place
Davis, CA 95618


On Apr 24, 2020, at 8:40 AM, Peter König <pkoenig at uos.de<mailto:pkoenig at uos.de>> wrote:

Dear Todd,

one of our spin-offs conducted such quantitative research. On average
optimizing the web pages with respect to guiding eye movements lead to
an 50% increase of the call to action.


Best, Peter

p.s. obviously, I've a conflict of interest here.

On 23.04.20 16:47 , Horowitz, Todd (NIH/NCI) [E] 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

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Rockville, MD 20850

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