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Hi Todd,
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<div class="">Keith Rayner and colleagues wrote a couple of reviews on this topic:</div>
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</div>
<div class=""><span style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">Rayner, K., & Castelhano, M. S. (2008). Eye Movements
during Reading, Scene Perception, Visual Search, and While Looking at Print Advertisements. </span><i style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">Marketing
and Consumer Psychology Series</i><span style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">, 9.</span></div>
<div class=""><a href="https://psycnet.apa.org/record/2007-15678-002" class="">https://psycnet.apa.org/record/2007-15678-002</a></div>
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<div class=""><span style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">Higgins, E., Leinenger, M., & Rayner, K. (2014). Eye movements
when viewing advertisements. </span><i style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">Frontiers in psychology</i><span style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">, </span><i style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">5</i><span style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class="">,
210.</span></div>
<div class=""><span style="color: rgb(34, 34, 34); font-family: Arial, sans-serif; font-size: 13px; font-variant-ligatures: normal; orphans: 2; widows: 2; background-color: rgb(255, 255, 255);" class=""><a href="https://www.frontiersin.org/articles/10.3389/fpsyg.2014.00210/full" class="">https://www.frontiersin.org/articles/10.3389/fpsyg.2014.00210/full</a></span></div>
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<div class="">Best,</div>
<div class="">John</div>
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John M Henderson<br class="">
Professor, Department of Psychology<br class="">
Member, Center for Mind and Brain<br class="">
University of California, Davis<br class="">
267 Cousteau Place<br class="">
Davis, CA 95618<br class="">
<br class="">
<a href="http://viscoglab.ucdavis.edu" class="">viscoglab.ucdavis.edu</a></div>
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<blockquote type="cite" class="">
<div class="">On Apr 24, 2020, at 8:40 AM, Peter König <<a href="mailto:pkoenig@uos.de" class="">pkoenig@uos.de</a>> wrote:</div>
<br class="Apple-interchange-newline">
<div class="">
<div class="">Dear Todd,<br class="">
<br class="">
one of our spin-offs conducted such quantitative research. On average<br class="">
optimizing the web pages with respect to guiding eye movements lead to<br class="">
an 50% increase of the call to action.<br class="">
<br class="">
<a href="https://www.eyequant.com/success/" class="">https://www.eyequant.com/success/</a><br class="">
<br class="">
Best, Peter<br class="">
<br class="">
p.s. obviously, I've a conflict of interest here.<br class="">
<br class="">
<br class="">
On 23.04.20 16:47 , Horowitz, Todd (NIH/NCI) [E] wrote:<br class="">
<blockquote type="cite" class="">There is a large body of work using eye tracking in the<br class="">
communications/marketing space, where people draw conclusions about the<br class="">
effectiveness of marketing campaigns, usability of websites, etc., based<br class="">
on where they move their eyes. Has anyone done a critical review of this<br class="">
literature from a vision science perspective? What can we actually<br class="">
conclude about how people process complex messages that combine images<br class="">
and text, based on eye tracking data?<br class="">
<br class="">
<br class="">
<br class="">
Todd S. Horowitz, Ph.D.<br class="">
<br class="">
Program Director, Psychologist<br class="">
<br class="">
Basic Biobehavioral and Psychological Sciences Branch<br class="">
<br class="">
Behavioral Research Program<br class="">
<br class="">
Division of Cancer Control and Population Sciences<br class="">
<br class="">
National Cancer Institute<br class="">
<br class="">
9609 Medical Center Drive, 3E-116<br class="">
<br class="">
Rockville, MD 20850<br class="">
<br class="">
Office: 240-276-6963<br class="">
<br class="">
Mobile: 240-678-5986 <br class="">
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*COVID-19 Resources for Applicants and Recipients of NIH Funding<br class="">
<https://nexus.od.nih.gov/all/2020/03/13/covid-19-resources-for-applicants-and-recipients-of-nih-funding/?cid=eb_govdel>*<br class="">
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