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Eye movement monitoring as a process tracing methodology in decision making research
- Journal of Neuroscience, Psychology, and Economics
, 2011
"... Over the past half century, research on human decision making has expanded from a purely behaviorist approach that focuses on decision outcomes, to include a more cognitive approach that focuses on the decision processes that occur prior to the response. This newer approach, known as process tracin ..."
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Over the past half century, research on human decision making has expanded from a purely behaviorist approach that focuses on decision outcomes, to include a more cognitive approach that focuses on the decision processes that occur prior to the response. This newer approach, known as process tracing, has employed various methods, such as verbal protocols, information search displays, and eye movement monitoring, to identify and track psychological events that occur prior to the response (such as cognitive states, stages, or processes). In the present article, we review empirical studies that have employed eye movement monitoring as a process tracing method in decision making research, and we examine the potential of eye movement monitoring as a process tracing methodology. We also present an experiment that further illustrates the experimental manipulations and analysis techniques that are possible with modern eye tracking technology. In this experiment, a gaze-contingent display was used to manipulate stimulus exposure during decision making, which allowed us to test a specific hypothesis about the role of eye movements in preference decisions (the Gaze Cascade model; Shimojo, Simion, Keywords: eye movements, process tracing, decision making Early research in decision making focused on explaining and predicting decision outcomes, such as choices and judgments. This approach, known as the structural approach, produces statistical models that account for decision makers' responses (outcomes) as a function of the stimulus information and parameters of the decision (inputs). While this approach has been quite successful in probing the strategies that decision makers apply, the modeling of outcomes cannot identify different stages of the decision process, or changes in the decision strategy that might occur prior to the final response. To shed light on these aspects of decision making, researchers have sought ways to observe more directly the cognitive processes that occur prior to the final behavioral response.
Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising
- Journal of Eyetracking, Visual Cognition and Emotion
, 2011
"... ABSTRACT The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World W ..."
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ABSTRACT The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website's advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.
The Brand Effect of Key Phrases and Advertisements in Sponsored Search
"... ABSTRACT: In this paper, we analyze the relationship between performance and use of brand terms in the key phrases that link advertisements to searcher queries. We use data that consist of more than 2.5 million daily records from a key word advertising campaign of a major U.S. retailer. The campaign ..."
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ABSTRACT: In this paper, we analyze the relationship between performance and use of brand terms in the key phrases that link advertisements to searcher queries. We use data that consist of more than 2.5 million daily records from a key word advertising campaign of a major U.S. retailer. The campaign spanned nearly four years, involved approximately $8 million in advertising cost, and generated more than $23 million in sales. We categorize key phrases and advertisements as either brand focused or non–brand focused. Using analysis of variance in a 2 × 2 design, we analyze use of branded terms on the critical key word advertising metrics of number of clicks, cost per click, sales revenue generated, number of orders, number of items ordered, and return on advertising cost, as well as number of impressions triggered by these key phrases. Therefore, we investigate a signifi‑ cant spectrum of user actions and consumer behaviors in a sponsored search campaign. Our findings show that there is a significant advantage to matching branding terms in key phrases and advertisements relative to any other combination of key phrase or advertise‑ ment for all the metrics examined. A combination of a branded phrase and a branded advertisement generated 15 times more sales revenue than any other combination of phrase and advertisement. Therefore, a focus by key word advertisers on branded terms for search engine ads could be quite beneficial for both the effectiveness and efficiency of key word advertising. The implication for online advertising and key word search in the e‑commerce domain, especially for large retailers, is that brand mentions in both key phrase and advertisements correlate with higher conversions.
Are Trending Topics Useful for Marketing? Visibility of Trending Topics vs Traditional Advertisement
"... Trending Topics seem to be a powerful tool to be used in marketing and advertisement contexts, however there is not any rigorous analysis that demonstrates this. In this pa-per we present a first effort in this direction. We use a dataset including more than 110K Trending Topics from 35 countries co ..."
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Trending Topics seem to be a powerful tool to be used in marketing and advertisement contexts, however there is not any rigorous analysis that demonstrates this. In this pa-per we present a first effort in this direction. We use a dataset including more than 110K Trending Topics from 35 countries collected over a period of 3 months as basis to characterize the visibility offered by Local Trending Topics. Furthermore, by using metrics that rely on the exposure time of Trending Topics and the penetration of Twitter, we compare the visibility provided by Trending Topics and tra-ditional advertisement channels such as newspapers ’ ads or radio-stations ’ commercials for several countries. Our study confirms that Trending Topics offer a comparable visibility to the aforementioned traditional advertisement channels in those countries where we have conducted our comparison study. Then, we conclude that Trending Topics can be use-ful in marketing and advertisement contexts at least in the analyzed countries.
Par
, 2013
"... Personal knowledge perceptions and memory for information: When does feeling ignorant make me remember more? ..."
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Personal knowledge perceptions and memory for information: When does feeling ignorant make me remember more?
Coordination of Attention: Eye Fixations, Pupil Diameter, and Head Distance, Respond to Goals and Predict Memory
"... This research tests a model of attention coordination, which focuses on head position, eye fixations, and pupil diameter. Significant effects of eye fixations on memory were observed, as before. Importantly, small head movements of about one centimeter and even smaller changes in pupil diameter pre ..."
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This research tests a model of attention coordination, which focuses on head position, eye fixations, and pupil diameter. Significant effects of eye fixations on memory were observed, as before. Importantly, small head movements of about one centimeter and even smaller changes in pupil diameter predicted better memory, in addition.
Shopper Eye-Cue: Understating the In-Store Decision Process With Field Eye-Tracking Data
"... In the first part of the paper we focus on unplanned purchases and show that visual attention and product engagement are associated with purchase conversion in a complex way. In the second part, we explore "failed engagements" in the category and examine the role of price saliency and del ..."
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In the first part of the paper we focus on unplanned purchases and show that visual attention and product engagement are associated with purchase conversion in a complex way. In the second part, we explore "failed engagements" in the category and examine the role of price saliency and deliberation duration.
