Seeking attention: An eye tracking study of in-store merchandise displays

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye–tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention–capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye–tracking in a macro–level, holistic investigation of the attention–capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision–making are linked.

Orientation-specific attentional set effects

The thesis is a theoretical and experimental exploration of visual attention: when and how does knowing a feature of something we are about to see help us to see that thing? Attentional benefits occurred under short inspection times with high distraction intensity, and long inspection times with low distraction intensity.

Maternity

Fruiting bodies represents human engagement with and consciousness of a corresponding presence in our landscape. ʻFruiting Bodiesʼ is an instance of the application of this practice employed to ask the viewer to consider how strange is the phenomenon of the fruiting tree. Is it promiscuous to offer your seed openly to the elements, to any who will take it. Is this forbidden? Is it profligate to hide your progeny inside gifts so tempting in their appeal to that most primitive desire, hunger? Is this wholly mere biological expedience evolved to ensure the widest migration of your offspring? Or does it derive from some boundless cosmic generosity? These images invite you to come close to the tree, where within its arms you will find shelter from the sun at its zenith and from the autumnal rains. Fruit is the focus of Jamesʼs lens as it circles deep into the embrace of limbs and leaves.

Luxe

Fruiting bodies represents human engagement with and consciousness of a corresponding presence in our landscape. ʻFruiting Bodiesʼ is an instance of the application of this practice employed to ask the viewer to consider how strange is the phenomenon of the fruiting tree. Is it promiscuous to offer your seed openly to the elements, to any who will take it. Is this forbidden? Is it profligate to hide your progeny inside gifts so tempting in their appeal to that most primitive desire, hunger? Is this wholly mere biological expedience evolved to ensure the widest migration of your offspring? Or does it derive from some boundless cosmic generosity? These images invite you to come close to the tree, where within its arms you will find shelter from the sun at its zenith and from the autumnal rains. Fruit is the focus of Jamesʼs lens as it circles deep into the embrace of limbs and leaves.

Lust

Fruiting bodies represents human engagement with and consciousness of a corresponding presence in our landscape. ʻFruiting Bodiesʼ is an instance of the application of this practice employed to ask the viewer to consider how strange is the phenomenon of the fruiting tree. Is it promiscuous to offer your seed openly to the elements, to any who will take it. Is this forbidden? Is it profligate to hide your progeny inside gifts so tempting in their appeal to that most primitive desire, hunger? Is this wholly mere biological expedience evolved to ensure the widest migration of your offspring? Or does it derive from some boundless cosmic generosity? These images invite you to come close to the tree, where within its arms you will find shelter from the sun at its zenith and from the autumnal rains. Fruit is the focus of Jamesʼs lens as it circles deep into the embrace of limbs and leaves.

Glance

Fruiting bodies represents human engagement with and consciousness of a corresponding presence in our landscape. ʻFruiting Bodiesʼ is an instance of the application of this practice employed to ask the viewer to consider how strange is the phenomenon of the fruiting tree. Is it promiscuous to offer your seed openly to the elements, to any who will take it. Is this forbidden? Is it profligate to hide your progeny inside gifts so tempting in their appeal to that most primitive desire, hunger? Is this wholly mere biological expedience evolved to ensure the widest migration of your offspring? Or does it derive from some boundless cosmic generosity? These images invite you to come close to the tree, where within its arms you will find shelter from the sun at its zenith and from the autumnal rains. Fruit is the focus of Jamesʼs lens as it circles deep into the embrace of limbs and leaves.

Exploring associations between gaze patterns and putative human mirror neuron system activity

The human mirror neuron system (MNS) is hypothesized to be crucial to social cognition. Given that key MNS-input regions such as the superior temporal sulcus are involved in biological motion processing, and mirror neuron activity in monkeys has been shown to vary with visual attention, aberrant MNS function may be partly attributable to atypical visual input. To examine the relationship between gaze pattern and interpersonal motor resonance (IMR; an index of putative MNS activity), healthy right-handed participants aged 18-40 (n = 26) viewed videos of transitive grasping actions or static hands, whilst the left primary motor cortex received transcranial magnetic stimulation. Motor-evoked potentials recorded in contralateral hand muscles were used to determine IMR. Participants also underwent eyetracking analysis to assess gaze patterns whilst viewing the same videos. No relationship was observed between predictive gaze and IMR. However, IMR was positively associated with fixation counts in areas of biological motion in the videos, and negatively associated with object areas. These findings are discussed with reference to visual influences on the MNS, and the possibility that MNS atypicalities might be influenced by visual processes such as aberrant gaze pattern.

Ageing effects on visual reaction time in a single task condition and when treadmill walking

Visual reaction time (RT) was measured in 10 older men (mean age, 71.1 years) and gender-matched controls (mean age, 26.3 years) when standing (single task) and when walking on a motor-driven treadmill (dual task). There were 90 quasirandomly presented trials over 15 min in each condition. Longer mean and median RTs were observed in the dual task compared to the single task. Older males had significantly slower mean and median RTs (315 and 304 ms, respectively) than the younger group (273 and 266 ms, respectively) in both task conditions. There were no age or condition effects on with in-subject variability. Both groups showed a trend of increasing RT over the 90 single task trials but when walking only the younger group slowed. These novel findings demonstrate high but sustained attention by older adults when walking. It is proposed that the motor task's attentional demands might contribute to their slower preferred walking speed.

Secure image retrieval based on visual content and watermarking protocol

As an interesting application on cloud computing, content-based image retrieval (CBIR) has attracted a lot of attention, but the focus of previous research work was mainly on improving the retrieval performance rather than addressing security issues such as copyrights and user privacy. With an increase of security attacks in the computer networks, these security issues become critical for CBIR systems. In this paper, we propose a novel two-party watermarking protocol that can resolve the issues regarding user rights and privacy. Unlike the previously published protocols, our protocol does not require the existence of a trusted party. It exhibits three useful features: security against partial watermark removal, security in watermark verification and non-repudiation. In addition, we report an empirical research of CBIR with the security mechanism. The experimental results show that the proposed protocol is practicable and the retrieval performance will not be affected by watermarking query images.

Towards person authentication by fusing visual and thermal face biometrics

In this chapter we focus on face appearance-based biometrics. The cheap and readily available hardware used to acquire data, their non-invasiveness and the ease of employing them from a distance and without the awareness of the user, are just some of the reasons why these continue to be of great practical interest. However, a number of research challenges remain. Specifically, face biometrics have traditionally focused on images acquired in the visible light spectrum and these are greatly affected by such extrinsic factors such as the illumination, camera angle (or, equivalently, head pose) and occlusion. In practice, the effects of changing pose are usually least problematic and can oftentimes be overcome by acquiring data over a time period, e.g., by tracking a face in a surveillance video. Consequently, image sequence or image set matching has recently gained a lot of attention in the literature [137–139] and is the paradigm adopted in this chapter as well. In other words, we assume that the training image set for each individual contains some variability in pose, but is not obtained in scripted conditions or in controlled illumination. In contrast, illumination is much more difficult to deal with: the illumination setup is in most cases not practical to control and its physics is difficult to accurately model. Thermal spectrum imagery is useful in this regard as it is virtually insensitive to illumination changes, as illustrated in Fig. 6.1. On the other hand, it lacks much of the individual, discriminating facial detail contained in visual images. In this sense, the two modalities can be seen as complementing each other. The key idea behind the system presented in this chapter is that robustness to extreme illumination changes can be achieved by fusing the two. This paradigm will further prove useful when we consider the difficulty of recognition in the presence of occlusion caused by prescription glasses.

Efficacy of Cognitive Processes in Young People with High-Functioning Autism Spectrum Disorder Using a Novel Visual Information-Processing Task

Autism spectrum disorders (ASD) are characterised by a unique pattern of preserved abilities and deficits within and across cognitive domains. The Complex Information Processing Theory proposes this pattern reflects an altered capacity to respond to cognitive demands. This study compared how complexity induced by time constraints on processing affect cognitive function in individuals with ASD and typically-developing individuals. On a visual information-processing task, the Subtle Cognitive Impairment Test, both groups exhibited sensitivity to time-constraints. Further, 65 % of individuals with ASD demonstrated deficits in processing efficiency, possibly attributable to the effects of age and clinical comorbidities, like attention deficit hyperactivity disorder. These findings suggest that for some ASD individuals there are significant impairments in processing efficiency, which may have implications for education and interventions. © 2014 Springer Science+Business Media New York.

Visual effects in great bowerbird sexual displays and their implications for signal design

It is often assumed that the primary purpose of a male's sexual display is to provide information about quality, or to strongly stimulate prospective mates, but other functions of courtship displays have been relatively neglected. Male great bowerbirds (Ptilonorhynchus nuchalis) construct bowers that exploit the female's predictable field of view (FOV) during courtship displays by creating forced perspective illusions, and the quality of illusion is a good predictor of mating success. Here, we present and discuss two additional components of male courtship displays that use the female's predetermined viewpoint: (i) the rapid and diverse flashing of coloured objects within her FOV and (ii) chromatic adaptation of the female's eyes that alters her perception of the colour of the displayed objects. Neither is directly related to mating success, but both are likely to increase signal efficacy, and may also be associated with attracting and holding the female's attention. Signal efficacy is constrained by trade-offs between the signal components; there are both positive and negative interactions within multicomponent signals. Important signal components may have a threshold effect on fitness rather than the often assumed linear relationship.