¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor
El eye tracking (ET) es una técnica que se ha empleado progresivamente para estudiar la influencia de los estímulos visuales en los procesos de atención y en el comportamiento del consumidor. Los objetivos del presente artículo teórico son cuatro y se basan en una extensa revisión de la literatura. En primer lugar, se introduce una breve reseña histórica con una presentación de la evolución de los sistemas de ET. En segundo lugar, los fundamentos del ET se aclaran mediante una explicación técnica y matemática simplificada. En tercer lugar, la tríada del comportamiento, movimiento ocular y atención del consumidor se hace clara, fundamentada en el modelo teórico de la atención, interés, deseo y acción (AIDA). En cuarto lugar, se explican los... Ver más
Guardado en:
2011-2084
2011-7922
8
2015-07-01
91
104
http://purl.org/coar/access_right/c_abf2
info:eu-repo/semantics/openAccess
International Journal of Psychological Research - 2015
| id |
78a3d70e9ccf6b7d18884e5abfb01ef5 |
|---|---|
| record_format |
ojs |
| institution |
UNIVERSIDAD DE SAN BUENAVENTURA |
| thumbnail |
https://nuevo.metarevistas.org/UNIVERSIDADDESANBUENAVENTURA_COLOMBIA/logo.png |
| country_str |
Colombia |
| collection |
International Journal of Psychological Research |
| title |
¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor |
| spellingShingle |
¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor Rosa, Pedro Eye tracking attention eye movements marketing consumer behavior. |
| title_short |
¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor |
| title_full |
¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor |
| title_fullStr |
¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor |
| title_full_unstemmed |
¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor |
| title_sort |
¿qué dicen sus ojos? conectando los movimientos oculares hacia el comportamiento del consumidor |
| description |
El eye tracking (ET) es una técnica que se ha empleado progresivamente para estudiar la influencia de los estímulos visuales en los procesos de atención y en el comportamiento del consumidor. Los objetivos del presente artículo teórico son cuatro y se basan en una extensa revisión de la literatura. En primer lugar, se introduce una breve reseña histórica con una presentación de la evolución de los sistemas de ET. En segundo lugar, los fundamentos del ET se aclaran mediante una explicación técnica y matemática simplificada. En tercer lugar, la tríada del comportamiento, movimiento ocular y atención del consumidor se hace clara, fundamentada en el modelo teórico de la atención, interés, deseo y acción (AIDA). En cuarto lugar, se explican los indicadores oculares más utilizados en estudios de mercado. El presente artículo proporciona directrices para aquellos que tienen la intención de aplicar ET para inferir los procesos cognitivos y emocionales
|
| description_eng |
Eye tracking (ET) is a technique that has been progressively employed to study the influence of visual stimuli on attentional processes and consumer behavior. The goals of the present theoretical article are fourfold and are based on an extensive literature revision,. First, a brief historical review of ET methodology is introduced, presenting the evolution of ET techniques from the ancient proto-eye trackers to the “fresh” state-of-theart eye ET devices. Second, the basics of ET are clarified through a simplified technical and mathematical explanation. Third, the triad eye movement-attention-consumer behavior is made clear, grounded on attention, interest, desire, and action (AIDA) theoretical model. Fourth, the most used oculometrics in marketing studies are explained and distinguished The present article addresses a number of technical and methodological issues by discussing challenges involved in ET systems and giving some guidelines for those who intend to apply ET to infer cognitive and emotional processes.
|
| author |
Rosa, Pedro |
| author_facet |
Rosa, Pedro |
| topic |
Eye tracking attention eye movements marketing consumer behavior. |
| topic_facet |
Eye tracking attention eye movements marketing consumer behavior. |
| citationvolume |
8 |
| citationissue |
2 |
| publisher |
Universidad San Buenaventura - USB (Colombia) |
| ispartofjournal |
International Journal of Psychological Research |
| source |
https://revistas.usb.edu.co/index.php/IJPR/article/view/1513 |
| language |
Inglés |
| format |
Article |
| rights |
http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess International Journal of Psychological Research - 2015 https://creativecommons.org/licenses/by-nc-sa/4.0/ |
| references_eng |
Afonso, R., Colaço, N, Sargento, P., & Rosa, P. (2011). Processo de Tomada de Decisão no Feminino: O ciclo menstrual como mediador. In F. Rodrigues, A influência do Neuromarketing e a tomada decisão (pp. 117-137). Viseu: Psicosoma. Ahrens, A. (1891). Die Bewegung der Augen beim Schreiben. Rostock: University of Rostock. Armstrong, T., & Olatunji, B. O. (2012). Eye tracking of attention in the affective disorders: A metaanalytic review and synthesis. Clinical Psychology Review, 32, 704-723. Banović, M., Rosa, P., J., & Gamito, P. (2014). Eye of the beholder: Visual search, attention and product choice. In P. Gamito and P.J. Rosa, I see me, you see me: inferring cognitive and emotional processes from gazing behavior (pp. 40-61). Newcastle upon Tyne: Cambridge Scholars Publishing. Bhaskar, T., Foo Tun K., Ranganath, S., & Venkatesh, Y. (2003). Blink detection and Eye Tracking for eye localization. Conference on Convergent Technologies for Asia-Pacific Region: TENCON’03; 15–17 Oct 2003; Bangalore, IN; 2003. pp 821–824. Bridgeman, B. (1992). Conscious vs unconscious processes: The case of vision. Theory and Psychology, 2(1), 73-88 Buswell, G. T. (1935). How people look at pictures. Chicago: University of Chicago Press. Calvo, M., & Lang, P. (2004). Gaze Patterns When Looking at Emotional Pictures: Motivationally Biased Attention. Motivation and Emotion, 28(3), 221–243. Chandon, P., Hutchinson, J., Bradlow, E., & Young, S. (2009). Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase. Journal of Marketing, 73(6), 1-17. Cheal, M., & Lyon, D. R. (1991). Central and peripheral precueing of forced-choice discrimination. Quarterly Journal of Experimental Psychology, 43A, 859–880. Coulson, N. (2000). An application of the stages of change model to consumer use of food labels. British Food Journal, 102, 9, 661-8. Crane, H. D. (1994). The Purkinje Image Eyetracker, Image Stabilization, and Related Forms of Stimulus Manipulation. In D. H. Kelly (Ed.), Visual Science and Engineering: Models and Applications (pp. 13–89). New York: Marcel Dekker. Dalmaijer E. (2014) Is the low-cost EyeTribe eye tracker any good for research? PeerJ PrePrints, 2, 1-35. Retrieved from https://peerj.com/preprints/585v1.pdf Damásio, A. (2003). Looking for Spinoza: Joy, Sorrow, and the Feeling Brain. Harcourt. Orlando, FL. Delabarre, E.B. (1898) A method for recording eyemovements. The American Journal of Psychology, 9, 572–574. Dodge, R., & Cline, T.S. (1901). The angle velocity of eye movements. Psychological Review, 8, 145–157. Duchowski, A. (2007). Eye Tracking Methodology: Theory and Practice (2nd ed.). London: Springer-Verlag. Elling, S., Lentz, L., & De Jong, M. (2011). Retrospective think-aloud method: Using eye movements as an extra cue for participants' R E V I E W INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103 102 verbalizations. Proceedings of the 2011 Annual Conference on Human Factors in Computing Systems, 1161- 1170. New York, USA: ACM Ferreira, P., Rita, P., Morais, D, Rosa, P, Oliveira, J., Gamito, P., Santos, N., Soares, F., & Sottomayor, C., (2011). Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising. Journal of Eye Tracking, Visual Cognition and Emotion, 1(1), 64-68. Fitts, P., Jones, R., & Milton, J., (1950). Eye movements of aircraft pilots during instrument-landing approaches. Aeroautical Engineering Review, 9(2), 24-29. Friedburg, C., Allen, C.P., Mason, P.J., Lamb, T.D., 2004. Contribution of con photoreceptors and post-receptoral mechanisms to the human photopic electroretinogram. Journal of Physiology, 556, 819–843. Gamito, P. & Rosa, P.J. (2014). I see me, you see me: inferring cognitive and emotional processes from gazing behavior. Newcastle upon Tyne: Cambridge Scholars Publishing. Goldberg, H. J., & Kotval, X. P. (1999). Computer interface evaluation using eye movements: Methods and constructs. International Journal of Industrial Ergonomics, 24, 631-645. Goldberg, H. J., & Wichansky, A. M. (2003). Eye Tracking in usability evaluation: A practitioner’s guide. In J. Hyönä, R. Radach, & H. Deubel (Eds.), The mind's eye: Cognitive and applied aspects of eye movement research (pp. 493- 516). Amsterdam: Elsevier. Hess, E. H. (1972). Pupillometrics: A method of studying mental, emotional, and sensory processes. In N. S. Greenfield, & R. A. Sternbach (Eds.), Handbook of Psychophysiology (pp. 491-531). New York: Holt, Rinehart & Winston. Holmqvist, K., Nyström, M., Andersson, R., Dewhurst, R., Jarodzka, H., & Van de Weijer, J. (2011). Eye Tracking: a comprehensive guide to methods and measures. Oxford, UK: Oxford University Press. Huey, E. B. (1898). Preliminary experiments in the physiology and psychology of reading. American Journal of Psychology, 9, 575-586. Hyrskykari, A., Ovaska, S., Majaranta, P., Räihä, K.-J. & Lehtinen, M. (2008). Gaze Path Stimulation in Retrospective Think-Aloud. Journal of Eye Movement Research, 2(4), 1-18. Jacob, R. J. K., & Karn, K. S. (2003). Eye Tracking in Human-Computer Interaction and usability research: Ready to deliver the promises, In J. Hyönä, R. Radach, & H. Deubel (Eds.), The mind's eye: Cognitive and applied aspects of eye movement research (pp. 573-605). Amsterdam: Elsevier. James, W. (1890). The principles of Psychology (Vol 1). New York, NY: Henry Holt & Co. Javal, L.(1878). Essai sur la physiologie de la lecture. Annales d'Oculistique, 79, 97-117. Johansen, S. A., & Hansen, J. P. (2006). Do We Need Eye Trackers to Tell Where People Look? In CHI ’06 Extended Abstracts on Human Factors in Computing Systems (pp. 923–928). New York, NY, USA: ACM. Judd, C., McAlliste, C. & Steel, W. (1905). General introduction to a series of studies with eye movements by means of Kinetoscopic photografs. Psychological Review, Monograph supplements, 7, 1-16 Just, M. A. & Carpenter, P. A. (1976). Eye fixations and cognitive processes. Cognitive Psychology, 8, 441-480. Just, M. A. & Carpenter, P. A. (1980). A theory of reading: From eye fixations to comprehension. Psychological Review, 87(4), 329-354. Kahneman, D., & Henik, A. (1981). Perceptual organization and attention. In M. Kubovy & J. R. Pomerantz (Eds.), Perceptual organization (pp. 181–211). Hillsdale, NJ: Erlbaum. Koch, C., & Ullman, S. (1985). Shifts in selective visual attention: Towards the underlying neural circuitry. Human Neurobiology, 4, 219–227. Lahiri, U., Warren, Z., & Sarkar, N. (2011). Design of a Gaze-Sensitive Virtual Social Interactive System for Children With Autism. Neural Systems and Rehabilitation Engineering, IEEE Transactions on, 19(4), 443–452. Land, M. (1999). Motion and vision: why animals move their eyes. Journal of Comparative Physiology A, 185, 341–352. Land, M., & Hayhoe, M. (2001). In what ways do eye movements contribute to everyday activities. Vision Research, 41, 3559–3565. Mele, M., & Federici S. (2012) Gaze and eye-tracking solutions for psychological research. Cognitive Processing,, 13(1), 261-165 Moore, G. (1965). Cramming more components onto integrated circuits. Electronics, 38(8), 114-117. Morin, E. (1987). O método III: o conhecimento do conhecimento. Lisboa: Europa-América. Nummenmaa, L., Hyönä, J., & Calvo, M. G. (2006). Eye movement assessment of selective attentional R E V I E W INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103 103 capture by emotional pictures. Emotion, 6(2), 257–68. Öhman, A., Flykt, A., & Esteves, F. (2001). Emotion drives attention: Detecting the snake in the grass. Journal of Experimental Psychology: General, 130(3), 466-478. Paivio, A. (1991). Dual Coding Theory: Retrospect and current status. Canadian Journal of Psychology, 45(3), 255-287. Partala, T., & Surakka, V. (2003). Pupil Size Variation as an Indication of Affective Processing. International Journal of Human Computer Studies, 59(1-2), 185-198. Porter, G., Troscianko, T., & Gilchrist, I.D. (2007). Effort during visual search and counting: insights from pupillometry. Quarterly Journal of Experimental Psychology, 60, 211-229. Porterfield, W. (1737). An essay concerning the motions of our eyes. Part I. Of their external motions. Edinburgh Medical Essays and Observations, 3, 160-263. Posner, M. I. (1980). Orienting of attention. Quarterly Journal of Experimental Psychology, 32, 3–25. Rayner, K. (1998). Eye movements in reading and information processing: 20 years of research. Psychological Bulletin, 124(3), 372–422. Rayner, K., & Castelhano, M.S. (2007). Eye movements during reading, scene perception, visual search, and while looking at print advertisements. In M. Wedel & R. Pieters (Eds.), Visual Marketing: From attention to action. (pp. 9-42). Lawrence Erlbaum: New Jersey, USA. Rayner, K., & Pollatsek, A. (1989). The psychology of reading. Englewood Cliffs, NJ: Prentice Hall. Rosa, P. J., Caires, C., Costa, L. , Rodelo, L., & Pinto, L. (2014) . Affective And Psychophysiological Responses To Erotic Stimuli: Does Color Matter? In P. Gamito and P.J. Rosa, I see me, you see me: inferring cognitive and emotional processes from gazing behavior (pp. 171-190). Newcastle upon Tyne: Cambridge Scholars Publishing Rosa, P.J., Esteves, F. & Arriaga (2010). Attention and physiological responses to biologically relevant stimuli: An eye-tracking study using subliminal procedures. Psychophysiology, 47, S99 Rosa, P. J., Esteves, F. & Arriaga, P. (2012). Ver ou não ver, eis a questão. A relação entre a emoção e a atenção visual seletiva. In-Mind 3(1-4), 9-18. Rosa, P. J., Esteves, F., & Arriaga (2014). Effects of fear-relevant stimuli on attention: integrating gaze data with subliminal exposure. Proceedings of IEEE International Symposium on Medical Measurements and Applications, 1 , 8-14. Rosa, P. J., Esteves, F. & Arriaga, P. (in press). Beyond traditional clinical measurements for screening fears and phobias. IEEE Transactions on Instrumentation and Measurement. Rosa, P J., Gamito, P., Oliveira, J., & Morais, D. (2011). Attentional orienting to biologically fearrelevant stimuli: data from Eye Tracking using the continual alternation flicker paradigm. Journal of Eye Tracking, Visual Cognition and Emotion, 1(1), 22-29. Rosa, P & Morais, D. (2011). O homo emocionalis e a tomada de decisão: a irracionalidade da escolha. In F. Rodrigues, A influência do Neuromarketing e a tomada decisão (pp. 77- 95). Viseu: Psicosoma. Schwarz, N. (1999). Self-reports: How the questions shape the answers. American Psychologist, 54(2), 93–105. Scott. W. (1908). The Psychology of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising. Boston: Small, Maynard and Company. Schütz, A., Braun, D., & Gegenfurtner, K. (2011). Eye movements and perception: A selective review. Journal of Vision, 11(9), 1-30. Spielberger, C. (2004). Encyclopedia of Applied Psychology (1st ed). Oxford: Elsevier. Steinman, R. (2003). Gaze control under natural conditions. In: Chalupa, L.M., Werner, J.S. (Eds.). The Visual Neurosciences. MIT Press, Cambridge MA, pp. 1339–1356. Steinhauer, S., Boller, F., Zubin, J., & Pearlman, S. (1983). Pupillary dilation to emotional visual stimuli revisited. Psychophysiology, 20, 472. Steinhauer, S., Siegle, G., Condray, R., & Pless, M. (2004). Sympathetic And parasympathetic innervation of pupillary dilation during sustained processing. International Journal of Psychophysiology, 52, 77–86. Underwood, G., & Foulsham, T. (2006). Visual saliency and semantic incongruency influence eye movements when inspecting pictures. Quarterly Journal of Experimental Psychology, 59 (11), 1931 – 1949. Thornton, T.L. & Gilden, D.L. (2007). Parallel and Serial Processes in Visual Search. Psychological Review, 114(1), 71-103. R E V I E W INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103 104 Treue, S. (2001). Neural correlates of attention in primate visual cortex. Trends in Neurosciences, 24, 295-300. Voßkühler, A., Nordmeier, V., Kuchinke, L., & Jacobs, A.M. (2008). OGAMA - OpenGazeAndMouseAnalyzer: Open source software designed to analyze eye and mouse movements in slideshow study designs. Behavior Research Methods, 40(4), 1150- 1162. Warde, A. (1999). Convenience food: space and timing, British Food Journal, 101(7) 518-27. Wedel, M., & Pieters, R. (2006). Eye Tracking for visual marketing. Foundations and Trends in Marketing, 1(4), 231-320. Yantis, S. (1988). On analog movements of visual attention. Perception Psychophysics, 43, 203– 206. Yarbus, A. (1967). Eye movements during perception of complex objects. In: L. Riggs (ed.) Eye Movements and Vision (pp. 171-196). New York: Plenum Press. Young, L., & Sheena, D. (1975). Methods and designs: Survey of eye movement recording methods. Behavior Research Methods and Instruments, 7, 397-429. Zhiwei, Z., & Qiang, J. (2007). Novel Eye Tracking techniques under natural head movement. IEEE Transactions on Biomedical Enginnering, 54(12), 2246–2260. |
| type_driver |
info:eu-repo/semantics/article |
| type_coar |
http://purl.org/coar/resource_type/c_6501 |
| type_version |
info:eu-repo/semantics/publishedVersion |
| type_coarversion |
http://purl.org/coar/version/c_970fb48d4fbd8a85 |
| type_content |
Text |
| publishDate |
2015-07-01 |
| date_accessioned |
2015-07-01T00:00:00Z |
| date_available |
2015-07-01T00:00:00Z |
| url |
https://revistas.usb.edu.co/index.php/IJPR/article/view/1513 |
| url_doi |
https://doi.org/10.21500/20112084.1513 |
| issn |
2011-2084 |
| eissn |
2011-7922 |
| doi |
10.21500/20112084.1513 |
| citationstartpage |
91 |
| citationendpage |
104 |
| url2_str_mv |
https://revistas.usb.edu.co/index.php/IJPR/article/download/1513/1317 |
| _version_ |
1797160027834810368 |
| spelling |
¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor Artículo de revista ¿Qué dicen sus ojos? Conectando los movimientos oculares hacia el comportamiento del consumidor El eye tracking (ET) es una técnica que se ha empleado progresivamente para estudiar la influencia de los estímulos visuales en los procesos de atención y en el comportamiento del consumidor. Los objetivos del presente artículo teórico son cuatro y se basan en una extensa revisión de la literatura. En primer lugar, se introduce una breve reseña histórica con una presentación de la evolución de los sistemas de ET. En segundo lugar, los fundamentos del ET se aclaran mediante una explicación técnica y matemática simplificada. En tercer lugar, la tríada del comportamiento, movimiento ocular y atención del consumidor se hace clara, fundamentada en el modelo teórico de la atención, interés, deseo y acción (AIDA). En cuarto lugar, se explican los indicadores oculares más utilizados en estudios de mercado. El presente artículo proporciona directrices para aquellos que tienen la intención de aplicar ET para inferir los procesos cognitivos y emocionales Text http://purl.org/coar/access_right/c_abf2 info:eu-repo/semantics/openAccess http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/publishedVersion International Journal of Psychological Research info:eu-repo/semantics/article Afonso, R., Colaço, N, Sargento, P., & Rosa, P. (2011). Processo de Tomada de Decisão no Feminino: O ciclo menstrual como mediador. In F. Rodrigues, A influência do Neuromarketing e a tomada decisão (pp. 117-137). Viseu: Psicosoma. Ahrens, A. (1891). Die Bewegung der Augen beim Schreiben. Rostock: University of Rostock. Armstrong, T., & Olatunji, B. O. (2012). Eye tracking of attention in the affective disorders: A metaanalytic review and synthesis. Clinical Psychology Review, 32, 704-723. Banović, M., Rosa, P., J., & Gamito, P. (2014). Eye of the beholder: Visual search, attention and product choice. In P. Gamito and P.J. Rosa, I see me, you see me: inferring cognitive and emotional processes from gazing behavior (pp. 40-61). Newcastle upon Tyne: Cambridge Scholars Publishing. Bhaskar, T., Foo Tun K., Ranganath, S., & Venkatesh, Y. (2003). Blink detection and Eye Tracking for eye localization. Conference on Convergent Technologies for Asia-Pacific Region: TENCON’03; 15–17 Oct 2003; Bangalore, IN; 2003. pp 821–824. Bridgeman, B. (1992). Conscious vs unconscious processes: The case of vision. Theory and Psychology, 2(1), 73-88 Buswell, G. T. (1935). How people look at pictures. Chicago: University of Chicago Press. Calvo, M., & Lang, P. (2004). Gaze Patterns When Looking at Emotional Pictures: Motivationally Biased Attention. Motivation and Emotion, 28(3), 221–243. Chandon, P., Hutchinson, J., Bradlow, E., & Young, S. (2009). Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase. Journal of Marketing, 73(6), 1-17. Cheal, M., & Lyon, D. R. (1991). Central and peripheral precueing of forced-choice discrimination. Quarterly Journal of Experimental Psychology, 43A, 859–880. Coulson, N. (2000). An application of the stages of change model to consumer use of food labels. British Food Journal, 102, 9, 661-8. Crane, H. D. (1994). The Purkinje Image Eyetracker, Image Stabilization, and Related Forms of Stimulus Manipulation. In D. H. Kelly (Ed.), Visual Science and Engineering: Models and Applications (pp. 13–89). New York: Marcel Dekker. Dalmaijer E. (2014) Is the low-cost EyeTribe eye tracker any good for research? PeerJ PrePrints, 2, 1-35. Retrieved from https://peerj.com/preprints/585v1.pdf Damásio, A. (2003). Looking for Spinoza: Joy, Sorrow, and the Feeling Brain. Harcourt. Orlando, FL. Delabarre, E.B. (1898) A method for recording eyemovements. The American Journal of Psychology, 9, 572–574. Dodge, R., & Cline, T.S. (1901). The angle velocity of eye movements. Psychological Review, 8, 145–157. Duchowski, A. (2007). Eye Tracking Methodology: Theory and Practice (2nd ed.). London: Springer-Verlag. Elling, S., Lentz, L., & De Jong, M. (2011). Retrospective think-aloud method: Using eye movements as an extra cue for participants' R E V I E W INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103 102 verbalizations. Proceedings of the 2011 Annual Conference on Human Factors in Computing Systems, 1161- 1170. New York, USA: ACM Ferreira, P., Rita, P., Morais, D, Rosa, P, Oliveira, J., Gamito, P., Santos, N., Soares, F., & Sottomayor, C., (2011). Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising. Journal of Eye Tracking, Visual Cognition and Emotion, 1(1), 64-68. Fitts, P., Jones, R., & Milton, J., (1950). Eye movements of aircraft pilots during instrument-landing approaches. Aeroautical Engineering Review, 9(2), 24-29. Friedburg, C., Allen, C.P., Mason, P.J., Lamb, T.D., 2004. Contribution of con photoreceptors and post-receptoral mechanisms to the human photopic electroretinogram. Journal of Physiology, 556, 819–843. Gamito, P. & Rosa, P.J. (2014). I see me, you see me: inferring cognitive and emotional processes from gazing behavior. Newcastle upon Tyne: Cambridge Scholars Publishing. Goldberg, H. J., & Kotval, X. P. (1999). Computer interface evaluation using eye movements: Methods and constructs. International Journal of Industrial Ergonomics, 24, 631-645. Goldberg, H. J., & Wichansky, A. M. (2003). Eye Tracking in usability evaluation: A practitioner’s guide. In J. Hyönä, R. Radach, & H. Deubel (Eds.), The mind's eye: Cognitive and applied aspects of eye movement research (pp. 493- 516). Amsterdam: Elsevier. Hess, E. H. (1972). Pupillometrics: A method of studying mental, emotional, and sensory processes. In N. S. Greenfield, & R. A. Sternbach (Eds.), Handbook of Psychophysiology (pp. 491-531). New York: Holt, Rinehart & Winston. Holmqvist, K., Nyström, M., Andersson, R., Dewhurst, R., Jarodzka, H., & Van de Weijer, J. (2011). Eye Tracking: a comprehensive guide to methods and measures. Oxford, UK: Oxford University Press. Huey, E. B. (1898). Preliminary experiments in the physiology and psychology of reading. American Journal of Psychology, 9, 575-586. Hyrskykari, A., Ovaska, S., Majaranta, P., Räihä, K.-J. & Lehtinen, M. (2008). Gaze Path Stimulation in Retrospective Think-Aloud. Journal of Eye Movement Research, 2(4), 1-18. Jacob, R. J. K., & Karn, K. S. (2003). Eye Tracking in Human-Computer Interaction and usability research: Ready to deliver the promises, In J. Hyönä, R. Radach, & H. Deubel (Eds.), The mind's eye: Cognitive and applied aspects of eye movement research (pp. 573-605). Amsterdam: Elsevier. James, W. (1890). The principles of Psychology (Vol 1). New York, NY: Henry Holt & Co. Javal, L.(1878). Essai sur la physiologie de la lecture. Annales d'Oculistique, 79, 97-117. Johansen, S. A., & Hansen, J. P. (2006). Do We Need Eye Trackers to Tell Where People Look? In CHI ’06 Extended Abstracts on Human Factors in Computing Systems (pp. 923–928). New York, NY, USA: ACM. Judd, C., McAlliste, C. & Steel, W. (1905). General introduction to a series of studies with eye movements by means of Kinetoscopic photografs. Psychological Review, Monograph supplements, 7, 1-16 Just, M. A. & Carpenter, P. A. (1976). Eye fixations and cognitive processes. Cognitive Psychology, 8, 441-480. Just, M. A. & Carpenter, P. A. (1980). A theory of reading: From eye fixations to comprehension. Psychological Review, 87(4), 329-354. Kahneman, D., & Henik, A. (1981). Perceptual organization and attention. In M. Kubovy & J. R. Pomerantz (Eds.), Perceptual organization (pp. 181–211). Hillsdale, NJ: Erlbaum. Koch, C., & Ullman, S. (1985). Shifts in selective visual attention: Towards the underlying neural circuitry. Human Neurobiology, 4, 219–227. Lahiri, U., Warren, Z., & Sarkar, N. (2011). Design of a Gaze-Sensitive Virtual Social Interactive System for Children With Autism. Neural Systems and Rehabilitation Engineering, IEEE Transactions on, 19(4), 443–452. Land, M. (1999). Motion and vision: why animals move their eyes. Journal of Comparative Physiology A, 185, 341–352. Land, M., & Hayhoe, M. (2001). In what ways do eye movements contribute to everyday activities. Vision Research, 41, 3559–3565. Mele, M., & Federici S. (2012) Gaze and eye-tracking solutions for psychological research. Cognitive Processing,, 13(1), 261-165 Moore, G. (1965). Cramming more components onto integrated circuits. Electronics, 38(8), 114-117. Morin, E. (1987). O método III: o conhecimento do conhecimento. Lisboa: Europa-América. Nummenmaa, L., Hyönä, J., & Calvo, M. G. (2006). Eye movement assessment of selective attentional R E V I E W INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103 103 capture by emotional pictures. Emotion, 6(2), 257–68. Öhman, A., Flykt, A., & Esteves, F. (2001). Emotion drives attention: Detecting the snake in the grass. Journal of Experimental Psychology: General, 130(3), 466-478. Paivio, A. (1991). Dual Coding Theory: Retrospect and current status. Canadian Journal of Psychology, 45(3), 255-287. Partala, T., & Surakka, V. (2003). Pupil Size Variation as an Indication of Affective Processing. International Journal of Human Computer Studies, 59(1-2), 185-198. Porter, G., Troscianko, T., & Gilchrist, I.D. (2007). Effort during visual search and counting: insights from pupillometry. Quarterly Journal of Experimental Psychology, 60, 211-229. Porterfield, W. (1737). An essay concerning the motions of our eyes. Part I. Of their external motions. Edinburgh Medical Essays and Observations, 3, 160-263. Posner, M. I. (1980). Orienting of attention. Quarterly Journal of Experimental Psychology, 32, 3–25. Rayner, K. (1998). Eye movements in reading and information processing: 20 years of research. Psychological Bulletin, 124(3), 372–422. Rayner, K., & Castelhano, M.S. (2007). Eye movements during reading, scene perception, visual search, and while looking at print advertisements. In M. Wedel & R. Pieters (Eds.), Visual Marketing: From attention to action. (pp. 9-42). Lawrence Erlbaum: New Jersey, USA. Rayner, K., & Pollatsek, A. (1989). The psychology of reading. Englewood Cliffs, NJ: Prentice Hall. Rosa, P. J., Caires, C., Costa, L. , Rodelo, L., & Pinto, L. (2014) . Affective And Psychophysiological Responses To Erotic Stimuli: Does Color Matter? In P. Gamito and P.J. Rosa, I see me, you see me: inferring cognitive and emotional processes from gazing behavior (pp. 171-190). Newcastle upon Tyne: Cambridge Scholars Publishing Rosa, P.J., Esteves, F. & Arriaga (2010). Attention and physiological responses to biologically relevant stimuli: An eye-tracking study using subliminal procedures. Psychophysiology, 47, S99 Rosa, P. J., Esteves, F. & Arriaga, P. (2012). Ver ou não ver, eis a questão. A relação entre a emoção e a atenção visual seletiva. In-Mind 3(1-4), 9-18. Rosa, P. J., Esteves, F., & Arriaga (2014). Effects of fear-relevant stimuli on attention: integrating gaze data with subliminal exposure. Proceedings of IEEE International Symposium on Medical Measurements and Applications, 1 , 8-14. Rosa, P. J., Esteves, F. & Arriaga, P. (in press). Beyond traditional clinical measurements for screening fears and phobias. IEEE Transactions on Instrumentation and Measurement. Rosa, P J., Gamito, P., Oliveira, J., & Morais, D. (2011). Attentional orienting to biologically fearrelevant stimuli: data from Eye Tracking using the continual alternation flicker paradigm. Journal of Eye Tracking, Visual Cognition and Emotion, 1(1), 22-29. Rosa, P & Morais, D. (2011). O homo emocionalis e a tomada de decisão: a irracionalidade da escolha. In F. Rodrigues, A influência do Neuromarketing e a tomada decisão (pp. 77- 95). Viseu: Psicosoma. Schwarz, N. (1999). Self-reports: How the questions shape the answers. American Psychologist, 54(2), 93–105. Scott. W. (1908). The Psychology of Advertising: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising. Boston: Small, Maynard and Company. Schütz, A., Braun, D., & Gegenfurtner, K. (2011). Eye movements and perception: A selective review. Journal of Vision, 11(9), 1-30. Spielberger, C. (2004). Encyclopedia of Applied Psychology (1st ed). Oxford: Elsevier. Steinman, R. (2003). Gaze control under natural conditions. In: Chalupa, L.M., Werner, J.S. (Eds.). The Visual Neurosciences. MIT Press, Cambridge MA, pp. 1339–1356. Steinhauer, S., Boller, F., Zubin, J., & Pearlman, S. (1983). Pupillary dilation to emotional visual stimuli revisited. Psychophysiology, 20, 472. Steinhauer, S., Siegle, G., Condray, R., & Pless, M. (2004). Sympathetic And parasympathetic innervation of pupillary dilation during sustained processing. International Journal of Psychophysiology, 52, 77–86. Underwood, G., & Foulsham, T. (2006). Visual saliency and semantic incongruency influence eye movements when inspecting pictures. Quarterly Journal of Experimental Psychology, 59 (11), 1931 – 1949. Thornton, T.L. & Gilden, D.L. (2007). Parallel and Serial Processes in Visual Search. Psychological Review, 114(1), 71-103. R E V I E W INTERNATIONAL JOURNAL OF PSYCHOLOGICAL RESEARCH Bridging Eye Movements Rosa (2015) Int.j.psychol.res. 8 (2) PP. 90 - 103 104 Treue, S. (2001). Neural correlates of attention in primate visual cortex. Trends in Neurosciences, 24, 295-300. Voßkühler, A., Nordmeier, V., Kuchinke, L., & Jacobs, A.M. (2008). OGAMA - OpenGazeAndMouseAnalyzer: Open source software designed to analyze eye and mouse movements in slideshow study designs. Behavior Research Methods, 40(4), 1150- 1162. Warde, A. (1999). Convenience food: space and timing, British Food Journal, 101(7) 518-27. Wedel, M., & Pieters, R. (2006). Eye Tracking for visual marketing. Foundations and Trends in Marketing, 1(4), 231-320. Yantis, S. (1988). On analog movements of visual attention. Perception Psychophysics, 43, 203– 206. Yarbus, A. (1967). Eye movements during perception of complex objects. In: L. Riggs (ed.) Eye Movements and Vision (pp. 171-196). New York: Plenum Press. Young, L., & Sheena, D. (1975). Methods and designs: Survey of eye movement recording methods. Behavior Research Methods and Instruments, 7, 397-429. Zhiwei, Z., & Qiang, J. (2007). Novel Eye Tracking techniques under natural head movement. IEEE Transactions on Biomedical Enginnering, 54(12), 2246–2260. International Journal of Psychological Research - 2015 https://creativecommons.org/licenses/by-nc-sa/4.0/ Inglés https://revistas.usb.edu.co/index.php/IJPR/article/view/1513 http://purl.org/coar/resource_type/c_6501 Publication Universidad San Buenaventura - USB (Colombia) 8 Eye tracking (ET) is a technique that has been progressively employed to study the influence of visual stimuli on attentional processes and consumer behavior. The goals of the present theoretical article are fourfold and are based on an extensive literature revision,. First, a brief historical review of ET methodology is introduced, presenting the evolution of ET techniques from the ancient proto-eye trackers to the “fresh” state-of-theart eye ET devices. Second, the basics of ET are clarified through a simplified technical and mathematical explanation. Third, the triad eye movement-attention-consumer behavior is made clear, grounded on attention, interest, desire, and action (AIDA) theoretical model. Fourth, the most used oculometrics in marketing studies are explained and distinguished The present article addresses a number of technical and methodological issues by discussing challenges involved in ET systems and giving some guidelines for those who intend to apply ET to infer cognitive and emotional processes. Rosa, Pedro Eye tracking attention eye movements marketing Journal article 2 consumer behavior. application/pdf 104 https://revistas.usb.edu.co/index.php/IJPR/article/download/1513/1317 91 2015-07-01T00:00:00Z https://doi.org/10.21500/20112084.1513 10.21500/20112084.1513 2015-07-01T00:00:00Z 2011-7922 2015-07-01 2011-2084 |