Online advertising: analisi attraverso eye tracking della percezione di un banner in una pagina web commerce

La mia tesi è formata da tre capitoli. Il primo capito è composto da due parti: -Nella prima parte ho descritto l'online advertising dalla sua nascita fino alle diverse categorie attualmente presenti sul mercato. -Nella seconda parte ho descritto i processi cognitivi della mente umana, più nello specifico, i fattori che influenzano le scelte degli utilizzatori del web. Il secondo capitolo comprende un'unica parte dove ho descritto il funzionamento e i principali settori di utilizzo del dispositivo di remote tracker che ho utilizzato nel terzo ed ultimo capitolo, contenente la parte di sperimentazione. Il terzo capitolo è la parte sperimentale, dove ho eseguito una scrupolosa analisi finalizzata alla stipulazione di fondate ipotesi su efficaci strategie di posizionano di banner pubblicitari in una pagina web.

Anxiety and attentional bias in preschool-aged children: an eyetracking study

Extensive research has examined attentional bias for threat in anxious adults and school-aged children but it is unclear when this anxiety-related bias is first established. This study uses eyetracking technology to assess attentional bias in a sample of 83 children aged 3 or 4 years. Of these, 37 (19 female) met criteria for an anxiety disorder and 46 (30 female) did not. Gaze was recorded during a free-viewing task with angry-neutral face pairs presented for 1250 ms. There was no indication of between-group differences in threat bias, with both anxious and non-anxious groups showing vigilance for angry faces as well as longer dwell times to angry over neutral faces. Importantly, however, the anxious participants spent significantly less time looking at the faces overall, when compared to the non-anxious group. The results suggest that both anxious and non-anxious preschool-aged children preferentially attend to threat but that anxious children may be more avoidant of faces than non-anxious children.

Eyetracking im Sport

Die Analyse des Blickverhaltens rückt in den letzten Jahren zunehmend ins sportwissenschaftliche Interesse. Bis jetzt verhindert jedoch das Fehlen einer geeigneten Messtechnik den breiten Einsatz in der Sportpraxis. Daher entwickelt ein Forschungsteam am Institute for Human Centered Engineering HuCE der Berner Fachhochschule zusammen mit dem Institut für Sportwissenschaft ISPW der Universität Bern einen sporttauglichen Eyetracker.

Wie orientiert man sich in nicht vertrauter Umgebung? Einsatzmöglichkeiten für mobiles Eyetracking

Wo ist denn bitte der «Treffpunkt»? Hinweisschilder, Wegweiser, Orientierungstafeln: Sie begegnen uns täglich und überall – auf dem Bahnhof, im Spital, im Supermarkt, am Flughafen, in Museen. Insbesondere dann, wenn die Umgebung nicht vertraut ist, ist man darauf angewiesen, dass sie uns tatsächlich helfen und den richtigen Weg weisen.

Eyetracking: analisi della user interface di una pagina web

Negli ultimi vent'anni con lo sviluppo di Internet, il modo di comunicare tra le persone �è totalmente cambiato. Grazie a Internet si sono ridotte le distanze e soprattutto tramite i siti web le aziende hanno una propria vetrina sul mondo sempre accessibile. Tutto ci�ò ha portato a nuovi comportamenti da parte dei consumatori che divengono sempre pi�u esigenti nella vastità di informazioni presenti sul Web. Perciò è necessario che le web companies riescano a produrre website efficienti e usabili per favorire l'interazione con l'utente. Inoltre il web ha avuto una rapida espansione per quanto concerne le metodologie di sviluppo e analisi del comportamento del consumatore. Si cercano sempre nuovi spunti per poter acquisire quello che �è il percorso di un utente affinché porti a termine una determinata azione nel proprio dominio. Per questo motivo, oltre agli strumenti gi�à consolidati come il riempimento di questionari o il tracking per mezzo di piattaforme come Google Analytics, si �è pensato di andare oltre e cercare di analizzare ancora pi�u a fondo il "consumAttore". Grazie ad un eye-tracker �è possibile riconoscere quelli che sono i modelli cognitivi che riguardano il percorso di ricerca, valutazione e acquisto di un prodotto o una call to action, e come i contenuti di una web application influenzano l'attenzione e la user experience. Pertanto l'obiettivo che si pone questo studio �è quello di poter misurare l'engagement della navigazione utente di una web application e, nel caso fosse necessario, ottimizzare i contenuti al suo interno. Per il rilevamento delle informazioni necessarie durante l'esperimento, mi sono servito di uno strumento a supporto delle decisioni, ovvero un eye-tracker e della successiva somministrazione di questionari.

Essays in revealed preference theory and behavioral economics

Time, risk, and attention are all integral to economic decision making. The aim of this work is to understand those key components of decision making using a variety of approaches: providing axiomatic characterizations to investigate time discounting, generating measures of visual attention to infer consumers' intentions, and examining data from unique field settings.

Chapter 2, co-authored with Federico Echenique and Kota Saito, presents the first revealed-preference characterizations of exponentially-discounted utility model and its generalizations. My characterizations provide non-parametric revealed-preference tests. I apply the tests to data from a recent experiment, and find that the axiomatization delivers new insights on a dataset that had been analyzed by traditional parametric methods.

Chapter 3, co-authored with Min Jeong Kang and Colin Camerer, investigates whether "pre-choice" measures of visual attention improve in prediction of consumers' purchase intentions. We measure participants' visual attention using eyetracking or mousetracking while they make hypothetical as well as real purchase decisions. I find that different patterns of visual attention are associated with hypothetical and real decisions. I then demonstrate that including information on visual attention improves prediction of purchase decisions when attention is measured with mousetracking.

Chapter 4 investigates individuals' attitudes towards risk in a high-stakes environment using data from a TV game show, Jeopardy!. I first quantify players' subjective beliefs about answering questions correctly. Using those beliefs in estimation, I find that the representative player is risk averse. I then find that trailing players tend to wager more than "folk" strategies that are known among the community of contestants and fans, and this tendency is related to their confidence. I also find gender differences: male players take more risk than female players, and even more so when they are competing against two other male players.

Chapter 5, co-authored with Colin Camerer, investigates the dynamics of the favorite-longshot bias (FLB) using data on horse race betting from an online exchange that allows bettors to trade "in-play." I find that probabilistic forecasts implied by market prices before start of the races are well-calibrated, but the degree of FLB increases significantly as the events approach toward the end.

Animated virtual agents to cue user attention: comparison of static and dynamic deictic cues on gaze and touch responses

This paper describes an experiment developed to study the performance of virtual agent animated cues within digital interfaces. Increasingly, agents are used in virtual environments as part of the branding process and to guide user interaction. However, the level of agent detail required to establish and enhance efficient allocation of attention remains unclear. Although complex agent motion is now possible, it is costly to implement and so should only be routinely implemented if a clear benefit can be shown. Pevious methods of assessing the effect of gaze-cueing as a solution to scene complexity have relied principally on two-dimensional static scenes and manual peripheral inputs. Two experiments were run to address the question of agent cues on human-computer interfaces. Both experiments measured the efficiency of agent cues analyzing participant responses either by gaze or by touch respectively. In the first experiment, an eye-movement recorder was used to directly assess the immediate overt allocation of attention by capturing the participant’s eyefixations following presentation of a cueing stimulus. We found that a fully animated agent could speed up user interaction with the interface. When user attention was directed using a fully animated agent cue, users responded 35% faster when compared with stepped 2-image agent cues, and 42% faster when compared with a static 1-image cue. The second experiment recorded participant responses on a touch screen using same agent cues. Analysis of touch inputs confirmed the results of gaze-experiment, where fully animated agent made shortest time response with a slight decrease on the time difference comparisons. Responses to fully animated agent were 17% and 20% faster when compared with 2-image and 1-image cue severally. These results inform techniques aimed at engaging users’ attention in complex scenes such as computer games and digital transactions within public or social interaction contexts by demonstrating the benefits of dynamic gaze and head cueing directly on the users’ eye movements and touch responses.

Virtual Microscopy and Digital Pathology in Training and Education

Traditionally, education and training in pathology has been delivered using textbooks, glass slides and conventional microscopy. Over the last two decades, the number of web-based pathology resources has expanded dramatically with centralized pathological resources being delivered to many students simultaneously. Recently, whole slide imaging technology allows glass slides to be scanned and viewed on a computer screen via dedicated software. This technology is referred to as virtual microscopy and has created enormous opportunities in pathological training and education. Students are able to learn key histopathological skills, e.g. to identify areas of diagnostic relevance from an entire slide, via a web-based computer environment. Students no longer need to be in the same room as the slides. New human–computer interfaces are also being developed using more natural touch technology to enhance the manipulation of digitized slides. Several major initiatives are also underway introducing online competency and diagnostic decision analysis using virtual microscopy and have important future roles in accreditation and recertification. Finally, researchers are investigating how pathological decision-making is achieved using virtual microscopy and modern eyetracking devices. Virtual microscopy and digital pathology will continue to improve how pathology training and education is delivered.

Visual attention to food cues in obesity: An eye‐tracking study.

Objective
Based on the theory of incentive sensitization, the aim of this study was to investigate differences in attentional processing of food-related visual cues between normal-weight and overweight/obese males and females.

Methods
Twenty-six normal-weight (14M, 12F) and 26 overweight/obese (14M, 12F) adults completed a visual probe task and an eye-tracking paradigm. Reaction times and eye movements to food and control images were collected during both a fasted and fed condition in a counterbalanced design.

Results
Participants had greater visual attention towards high-energy-density food images compared to low-energy-density food images regardless of hunger condition. This was most pronounced in overweight/obese males who had significantly greater maintained attention towards high-energy-density food images when compared with their normal-weight counterparts however no between weight group differences were observed for female participants.

Conclusions
High-energy-density food images appear to capture visual attention more readily than low-energy-density food images. Results also suggest the possibility of an altered visual food cue-associated reward system in overweight/obese males. Attentional processing of food cues may play a role in eating behaviors thus should be taken into consideration as part of an integrated approach to curbing obesity.

The use of eye-tracking to explore social difficulties in cognitively able students with autism spectrum disorder: A pilot study

Individuals with autism spectrum disorder do not just 'grow out of' their early difficulties in understanding the social world. Even for those who are cognitively able, autism-related difficulties continue into adulthood. Atypicalities attending to and interpreting communicative signals from others can provide barriers to success in education, employment and relationships. In the current study, we use eye-tracking during real social interaction to explore attention to social cues (e.g. face, eyes, mouth) and links to social awareness in a group of cognitively able University students with autism spectrum disorder and typically developing students from the same University. During the interaction, students with autism spectrum disorder showed less eye fixation and more mouth fixation than typically developing students. Importantly, while 63% of typically developing participants reported thinking they were deceived about the true nature of the interaction, only 9% of autism spectrum disorder participants picked up this subtle social signal. We argue that understanding how these social attentional and social awareness difficulties manifest during adulthood is important given the growing number of adults with autism spectrum disorder who are attending higher level education. These adults may be particularly susceptible to drop-out due to demands of coping in situations where social awareness is so important.

Obsessive-compulsive symptoms and attentional bias: An eye-tracking methodology

Background and objectives: Cognitive models suggest that attentional biases are integral in the maintenance of obsessive-compulsive symptoms (OCS). Such biases have been established experimentally in anxiety disorders; however, the evidence is unclear in Obsessive Compulsive disorder (OCD). In the present study, an eye-tracking methodology was employed to explore attentional biases in relation to OCS.
Methods: A convenience sample of 85 community volunteers was assessed on OCS using the Yale-Brown Obsessive Compulsive Scale-self report. Participants completed an eye-tracking paradigm where they were exposed to OCD, Aversive and Neutral visual stimuli. Indices of attentional bias were derived from the eye-tracking data.
Results: Simple linear regressions were performed with OCS severity as the predictor and eye-tracking measures of the different attentional biases for each of the three stimuli types were the criterion variables. Findings revealed that OCS severity moderately predicted greater frequency and duration of fixations on OCD stimuli, which reflect the maintenance attentional bias. No significant results were found in support of other biases.
Limitations: Interpretations based on a non-clinical sample limit the generalisability of the conclusions, although use of such samples in OCD research has been found to be comparable to clinical populations. Future research would include both clinical and sub-clinical participants.
Conclusions: Results provide some support for the theory of maintained attention in OCD attentional biases, as opposed to vigilance theory. Individuals with greater OCS do not orient to OCD stimuli any faster than individuals with lower OCS, but once a threat is identified, these individuals allocate more attention to OCS-relevant stimuli.

Find the difference! : eye tracking study on information seeking behavior using an online game

With the advent of digital era web applications have become inevitable part of our lives. We are using the web to manage even the financially or ethically sensitive issues. For this reason exploration of information seeking behavior is an exciting area of research. Current study provides insight on information seeking behavior using a classic ‘Find the Difference’ game. 50 university students between the age of 19 and 26 participated in the study. Eye movement data were recorded with a Tobii T120 device. Participants carried out 4 continuous tasks. Each task included two pictures side by side with 7 hidden differences. After finishing the tasks, participants were asked to repeat the game with the same picture set. This data collection methodology allows the evaluation of learning curves. Additionally, participants were asked about their hand preference. For the purpose of analysis the following metrics were applied: task times (including saccades), fixation count and fixation duration (without saccades). The right- and left-hand side on each picture was selected as AOI (Area of Interest) to detect side preference in connection with hand preference. Results suggest a significant difference between male and female participants regarding aggregated task times (male 58.37s respectively female 68.37s), deviation in the number of fixations and fixation duration (apparently female have less but longer fixations) and also in the distribution of fixations between AOIs. Using eyetracking data current paper highlights the similarities and differences in information acquisition strategies respectively reveals gender and education (Arts vs. Sciences) dependent characteristics of interaction.

Auditive und visuelle Perzeption bei Abseitsentscheidungen im Fussball

Einleitung Die hohe Quote von fehlerhaften Abseitsentscheidungen im Fußball (ca. 26%, Helsen et al., 2006) könnte dadurch erklärt werden, dass Schiedsrichterassistenten zum Zeitpunkt des Passes die Abseitslinie fixieren und den Moment des Passes nur peripher wahr-nehmen (Catteeuw et al., 2009). Diese Annahme wurde geprüft, indem in einem Virtual-Reality-Setting systematisch visuelle (Spielerpositionen) und akustische (Passgeräusch) Informationen manipuliert wurden. Methode In Experiment 1 hatten 28 Teilnehmer die Aufgabe, Abseitsentscheidungen aus der Per-spektive des Schiedsrichterassistenten zu treffen. Dabei wurde das Passgeräusch mani-puliert (Geräusch bei Ballabgabe: 100 ms zu früh, 100 ms zu spät, ohne). Erwartet wurde, dass die Entscheidungsrichtigkeit bei asynchronen Geräuschen sinkt. In Experiment 2 wurde in drei Gruppen die (1) Distanz zum Assistent, (2) Exzentrizität des Passgebers (Winkel zwischen Passgeber und Abseitslinie) oder (3) der zu fixierende Spieler (letzter Verteidiger oder Passgeber) manipuliert. Je Gruppe hatten 20 Teilnehmer die Aufgabe, den Moment des Passes per Knopfdruck anzugeben und Abseitsentscheidungen zu tref-fen. Zu fixierende Orte wurden instruiert und durch Eyetracking geprüft. Prädiziert wurde, dass (1) große Exzentrizitäten und (2) große Entfernungen des Passgebers die Präzision der Passwahrnehmung und die Entscheidungsrichtigkeit senken und (3) der Passmo-ment bei Fixation des Passgebers präziser erkannt wird als bei Fixation des letzten Ver-teidigers. Ergebnisse Die bisher vorliegenden Ergebnisse aus Experiment 1 zeigen, dass die akustische Wahrnehmung des Passes die Entscheidungsrichtigkeit beeinflusst, F(2, 54)= 7.44, p = .01, ηp2 = .22, indem verzögerte Ballgeräusche die Zahl der „Flag-Errors“ (fälschlicher-weise auf Abseits entschieden) erhöht und die der „Non-Flag-Errors“ (Abseits nicht er-kannt) senkt. Experiment 2 wird zeigen, welche Rolle hierbei periphere visuelle Informa-tionen spielen. Diskussion Die vermutete Rückführung von fehlerhaften Abseitsentscheidungen auf periphere (vi-suelle) Wahrnehmungsaspekte konnte bestätigt werden. Der relative Einfluss auditiver und visueller Informationen auf die Fehlerquote gilt es weiter zu untersuchen. Literatur Catteeuw, P., Helsen, W., Gilis, B., Van Roie, E., & Wagemans, J. (2009). Visual scan patterns and decision-making skills of expert assistant referees in offside situations. Journal of Sport & Exercise Psychol-ogy, 31, 786-797. Helsen, W., Gilis, B., & Weston, M. (2006). Errors in judging “offside” in association football: Test of the optical error versus the perceptual flash-lag hypothesis. Journal of Sports Sciences, 24, 521–528.